By Ismael D. Tabije
Advertising is the commercial promotion of goods, services, companies and ideas, usually performed by an identified sponsor, and performed through a variety of media. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion
The advertising profession has slowly evolved from a mere word-of-the-mouth to written sales messages by the early Egyptians and even wall posters and lost-and-found announcements by the Greeks and Romans. It progressed to wall or rock painting (which is until now used in many parts of Asia, Africa and South America). And as time moved on, advertising in prints like the weekly newspapers became suddenly popular in parts of England.
The need for advertising grew along with the progress of economies worldwide, particularly in the United States. Promotions of all kinds of goods, from day-to-day necessities to mere frivolities were being marketed in various enticing campaigns so that they would be sold, and the manufacturers could gain.
And in the 1960s, advertising strategies weren't merely to call attention to buy but they have become so creatively enticing which prompted the "unique selling proposition" and the evolution of the era of modern advertising that considered not only consumers' but the readers' and the viewers' opinion as well.
The media in the 1980s and the 1990s have been the most effective and most influential agents of the advertising. The youth, most especially, in this era have been putting their trust and good judgment on whatever they see in screens (video, TV, monitors, etc) – which, for them, have become their voice.
And so, with the birth of various advertising strategies, other than plugging and video advertisings, there erupted the strings of TV channels dedicated mostly to advertising and shopping – the Home TV Shopping for one.
And at the turn of the century, when the whole world was within one's fingers' length through the World Wide Web, the Internet became an even more powerful tool for advertising of everything – from basic needs to insignificant whatnots. Thus, people need not go out of their house anymore, or out of their seats for that matter, to shop or buy something because, with just a few clacks on the keyboard and a clicks on the mouse, one can get anything that interested him as a result of massive Internet advertising.
Other than the aforementioned evolution in the marketing and advertising strategies, there have been recently more subtle but still as effective types such including some stuff with names (without really promoting but just flagging the name of a particular brand) in the movies, and sometimes, even infusing some dialogues to introduce particular products as though they are a part of the script – that they contribute a lot to the sense of the movie.
However, it is not merely products and services that are being promoted. There is even a call for attention, a wake-up call of sort for some things that greatly affects the multitude around the globe. This is now possible, the call for help, for unity headed towards better lives in the future, for the sake of the children. And through the media, print, Internet, movies and more, these calls are heard either subtly or loudly.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes." - Attributed to Howard Gossage by David Ogilvy
Public service advertising, non-commercial advertising, public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.
About the Author
Ismael D. Tabije is the Publisher-Editor of http://www.BestManagementArticles.com, a unique niche-topic article directory that features exclusively business and management topics. For a large dose of advertising tips, ideas and strategies, see http://advertising-and-promotion.bestmanagementarticles.com .
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