Advertising is a means of communication with the users of a product or service. They are essential for starting a new business. Promoting sales is the main motive of a large enterprise. The advertisement comes in the centre of the purchaser and seller, introducing the product of vendor at the better way which includes the existence and utility of the products available in the market. As advertisements help in business expansion, the companies spend crores or millions on them.
Advertising is done through a lot of mediums, both traditional and new media, like newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. With the progress in technology and innovation, the methods used for advertisements are also increasing. Walls are painted and big signboards are displayed on crossings and prominent places and the distribution of handbills or pamphlets to serve the purpose of advancing sale of goods.
In a cinema hall, advertisements are played before the movie and during the intervals. Along with advertisements for products and services, daily newspapers features several advertisements for ‘Situations Vacant’, ‘Tender Notice’, ‘Educational’, ‘Lost and Found’, ‘Matrimonial’, cinema advertisements, etc. A good advertisement must have certain qualities.
First, it should be based on human-psychology. The advertisement should be designed in such way that it attracts and grabs the attention of the audience it was targeted for. For example, a product meant for ladies, should be advertised in such a way that they are attracted towards it. If men are to be customers, then it should appeal to their tastes. Goods for different income groups should be advertised, taking into consideration their purchasing power. The second important and essential quality is that the advertisements should be attractive. Only advertisements with good pictures, soothing and pleasing color combinations, and interesting slogans are effective with audiences. Only such advertisements would be eye catching.
But proper sanctity must be maintained and unnecessary exposure must be avoided. It must also be frequently repeated, otherwise people forget all about the goods advertised.At the same time, people do not like to waste their time on things which do not concern them. So to be successful, advertisement must be brief. Long descriptive stories or certificates of praise about certain thing do not make good advertisement. This is an important point in advertising and a good advertiser must keep it in mind.