Need of advertising There are some cases where the adage "all new business is good business" does

not ring true. In the advertising industry, especially as a small shop or freelancer, there are few instances when a potential client is turned down. In AdLand, it is usually feast or famine. Sometimes during the year we don't have the luxury to sit back and choose which clients we want. But tough decisions come. The case where turning down a client makes more sense than picking one up is when the client is confused about its need for advertising, or if, in your point of view, the client is not ready for advertising. Perfect example: early stage start-up. Jake Finkelstein of ExitEvent wrote a nice post about why some startups should wait to advertise (he thinks all startups; we've worked with startups so we'll say some) because they are still evolving their product or service into the ultimate item that its consumers want. We agree. Sometimes startups want to start pushing a product or service before it is even finished. In some cases, that is a good idea. Usually, though, the consumer (and investors) can leave disappointed. Now there are some advertising and marketing activities those startups can use, such as market research, testing, branding strategy, and so on, so lumping everything into the media spend portion of advertising does our industry a vast injustice.

We have all sat down with potential and prospective clients and asked them why they want to start an advertising campaign. After you dig through the "I need to boost sales," and "I need to get more traffic," we have to see what environmental factors are changing in their industry to really understand if advertising is the right solution. If a superior product came out, and sales started to fall, will advertising be more effective than product development? Probably not. If a business sells a product that costs $5 to make while another competitor sells the same product but produces for $3, should the business conduct an advertising campaign or look to boost efficiency? As communications professionals, we would love to do advertising activities for anyone who needs them. But we need to make sure that advertising is truly the answer they need. Scope of advertising Advertising has a wide scope in marketing and in the social system. The scope has been described on the basis of activities included in advertising, its objective and functions. 1) Effectiveness of messages: Advertising carries a message of the product. The message may be visual (or) oral. It is designed in a systematic manner to influence the prospective customer and formulated on the basis of need, environment and objective. Is should be a true representative of the product. The terminology used in advertising may be new, but must prove effective in the

attainment of the objectives. The existing ,messages on similar products are evaluated before new and effective advertising messages are launched. Thus, the success of advertising depends upon the effectiveness of the message. 2) Appropriate media: The selection of a medium should be made (i) on the basis of the type of customer to be approached; and (b) the capacity of the organisation to bear the cost. The print media, such as newspapers, magazine, and posters have been the traditional media of advertising. But the electronic media., i.e., the radio and television have become the popular media of advertisement in recent years; but their costs are very high and cannot be borne by small firms. 3) Merchandise: Advertising covers the attributes of the products. the merchandise, i.e., the product (or) service to be sold, ha its own distinct adventages. The advertiser should concentrate in explaning the distinctive features of his products and avoid criticizing similar products of the competitors. The outstanding qualities of his product should be assessed and exposed with emphasis. 4) Advertising functions: Advertising create demand, promotes the marketing system, helps middlemen, builds up the image of the organisation. It also performs some other functions as well. No producer can think of sales without advertising. New products are advertised to make the public aware of their special qualities and price. The

marketing system may be moulded for the benefit of manufacturers through advertisement. Consumer demand can be assessed by researchers so that effective methods of advertising may be adopted. If new products are made known to customers, the market for them will expand. When the potential customers realize that the attributes and price of new products are suitable, the demand for the new products will be more than the for the existing products. middlemen are also benefited through advertising. When goods are advertised, customers are made aware of the products and traders have no difficulty in pushing up their sales. Sometimes, the advertiser indicates the place of sales and customers try to buy good at that place. Advertising has become more economical than the other forms of promotion. It builds up the image of the producer. Sometimes, the producer becomes synonymous with the brand itself. 5) Responsibility of advertiser: The advertiser is considered a core institution of socirty. He helps people understand the merits and demerits of his product. He controls the message and medis to benefit society. Any negligence on the part of the advertiser can destroy his image. He has to be very cautions in selecting his advertising messages and methods. The advertisers have a great social responsibility to create a sound social and economic system. 6) Fulfillment of objectives: Advertising has certain objective. They are increased sales, creation of awareness and interest, sustaining the already established product, introducing a new product, helping

middlemen and helping the public at large. These objectives are fulfilled by advertisers. 7) Generates various activities: Advertising assists in the performance of certain activities by the advertiser. The activities included under advertising are mass communication, carrying message, creating an impression and building an image. 8) Advertising as art and science: Advertising is considered to be an art as well as a science because it has some of the characteristic of both. It is an art because the advertiser employs his creative abilities to devise effective ways of communication. Use of modern techniques and professionalism are essential factors in advertising. Exports make advertising and topically relevant. Advertising is also a science because it is based on certain socio-psychological factors which influence marketing decisions. Cause and effort relationships are made use of in advertising. If more scientific methods are employed, advertising would be very relevant to its objectives. The results and performance of advertising are measurable. Art of advertising can be tested on scientific principles. Advertising has now become a tool for solving even several political and economic problems. four roles of advertising: Marketing role Communication role Economic role

Societal role The marketing role of advertising focuses on satisfying the general consumers by addressing their needs through goods and services. It is not directed at the entire public but a set of customers that is called the target market. As for the communication role, this refers to the mass communication objective that advertising is capable to fulfil. It is a spectacular means to inform the customers and communicate to them about the goods and services they desire to buy. Next in line is the economic role, which directly deals with the advertiser's objectives. Normally an advertiser's objectives behind making an advertisement are to generate sales. Also it helps the consumers to appraise the value and benefits of the products that are being advertised against the price that they are offered at in order to make the most efficient and economic choice. Lastly, the societal role of advertising is quite a fascinating one. On one hand, advertising helps in generating the trends in a particular society while on the other hand it is becoming the cause of breaking norms that had been part of the society for so long in order to create a unique impact. It has a somewhat ambivalent nature, something that some people like while others resent it. Types of adevrtising

Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. It could be said that cave paintings in some way represented the first forms of advertising, although the earliest recognized version of what we know as advertising was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that advertising was commonplace. However, today the advertiser has a vast array of choices. The Internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites, branded chat rooms and so much more. Fortunately, every single tactic available to the advertiser falls into one of the following buckets. Although a few of these are relatively new to the field, most go way back to the very beginnings of modern advertising. Print Advertising If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising. Guerrilla Advertising Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative

ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media. Broadcast Advertising A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers. Outdoor Advertising Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home. Public Service Advertising Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service. Product Placement Advertising In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement. Cell Phone & Mobile Advertising A relatively new form of advertising, but one that's spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current

trends in mobile advertising involve major use of social media such as Twitter and Facebook. Online Advertising (aka Digital) If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet Trends In advertising As marketers look for ways to keep pace with technology and media, advertising trends have changed dramatically. Think, for example, about that crazy email you got from your friend -- the one featuring the water skiing squirrel. After you stopped laughing (and wondering why anyone would fashion tiny water skis to strap on a squirrel) you noticed a product logo in the corner of the screen. And before you realized it, you had "consumed" a brand message, and experienced one of the new advertising trends. This form of sponsorship, known as "viral videos," is among many recent promotional vehicles replacing conventional advertising. Thanks to YouTube, blogs, TiVo, Facebook and basic email, people are spending less time watching television commercials and reading print ads. The advertising revolution is on. Declining ad purchases. Increasing video consumption

In 2009, U. S. ad spending plunged nine percent, according to consumer research firm Nielsen, shedding $11.6 billion last year. And industry trade journal AdWeek wrote that the trend shows no sign of abating, maintaining a pattern of at least six straight quarters of declines. Conversely, as conventional advertising has been sinking, the number of videos seen online is rising. Nielsen reported that year over year, all relevant video categories -- unique viewers, total streams, streams per viewer and time per viewer --were up, led by 13 percent bumps in time per viewer. So, clever folks that they are, advertisers have found new ways to capture those eyeballs, ideally without offending the people behind them. Branded entertainment. Laughing for dollars Say your product is a tortilla chip, or a beer, or a sexploitation chick cop flick. Clearly, your target audience is dudes 18 to 34. And where will you find them? In front of their computers, watching two of the things they love most -- ideally at the same time during Burly Sports Show on Heavy.com or Carl's Lock on SuperDeluxe.com. Web channels like these have developed new forms of entertainment, three minute shows called "webisodes." They play directly to the ADD nature of the Internet, and people looking for quick breaks in their workday. Burly and Carl's toast and roast the previous week in pro sports, trashing athletes and their teams. In return for the laughs, viewers allow the sponsors to ply their wares -- sometimes in the frame around the screen, sometimes as part of the entertainment.

And just in case you think this new web-centric format is less than prime time, take a look at some of the ongoing sponsors: Doritos, Coke Zero, AT & T, Dove and of course, sexploitation chick cop flick Bitch Slap. You Tube. Your new ad network The 30-second TV spot hasn't gone away entirely. It's just that the smart money is spending less of theirs on media, and placing ads on YouTube. They then attempt to drive consumers there via other inexpensive means. YouTube is a vehicle to attract viewers who might not be watching as much TV, or skipping the shows in the brand's media buy. It's also an ideal vehicle to expand an advertiser's reach. The spot developed for an audience in Peoria is now reaching you wherever you are, thanks to You Tube's international exposure