What is advertising?
Advertising is a form of marketing that allows businesses to promote their brand, products, or services. Done by various methods, including online ads, television commercials, social media promotions, and more. It isn’t always paid either. Completely free advertising is also available through social media, word-of-mouth promotion, and other means.
What are the benefits of advertising?
The main benefit of advertising is exposure to your business or product. There are other benefits, including:
- Raising brand awareness,
- Informing the public about your offers,
- Getting more traffic to your website or blog,
- Creating credibility,
- And promoting your business.
The history of advertising and its evolution over time
Advertising dates back to the days when merchants put up signs above their stalls in marketplaces. In ancient Rome, companies would hire people to shout about their products or services from one end of the street to another.
It wasn’t until the 16th–18th centuries that things started taking off. With newspapers starting all over Europe and America. The use of newspaper ads exploded during the Industrial Revolution. As companies started to sell their products on a mass scale.
In the 1980s, Cable TV began to take off, and this brought with it a new form of advertising. There were even channels dedicated entirely to advertising, such as QVC, Home Shopping Network, etc. Instead of telling customers about various company’s products. Companies could now combine their messages into one commercial targeting millions of people simultaneously.
In the 1990s, we saw print space become less affordable as competition for ad space heated up. With the creation of the internet in the 1990s, online advertising was born and took off like no other. That’s when promotional marketing began to explode! For the first time, you were able to create direct marketing on scale. And where ads became more relevant to the viewers. This is where we are today!
How the internet has changed the way we advertise, for better or worse
The internet has made advertising infinitely easier and cheaper for businesses of all sizes. You can now effectively reach millions of people from across the globe at any time. This would have been unthinkable in previous years when traditional ads such as billboards and newspapers were far more limited.The internet has made advertising infinitely easier and cheaper for businesses of all sizes. #onlineads Click To Tweet
However, like anything else in life, there are always pros and cons to everything. In the case of online advertising, there are a few cons. Such as banner blindness and ad blockers. These can make it tricky for businesses to get their message across successfully.
Types of advertisements and how they work to influence consumer behavior
There are countless forms of advertisements, with plenty more created all the time.
A few examples include billboards, TV commercials, print ads, social media ads, pay per click ads on search engines like Google and Bing, sponsorships and product placement within television shows or movies, online pop-up ads that require you to close them before being able to visit a website, and in some cases even word of mouth marketing.
Different types of ads work better with certain audiences, depending on what’s being marketed. For example, young adults generally respond well to social media ads, when it comes to fashion brands. While older people prefer print ads for books and periodicals.
Social media ads
These ads can be seen on popular social networks like Facebook, Twitter, Pinterest, and Instagram. The idea behind them is to encourage consumers to engage with the company or brand in some way. By liking, sharing, or commenting on a post about their product or service.
Search engine ads
You may have seen these on Google or Bing. Sometimes you notice small banners appear on the top of the results page. These ads are pay-per-click (PPC) ads, and they work by sending an advertisement to people searching for relevant keywords like “buy new shoes”. When the user clicks on the ad, they’ll be sent to a company’s website or landing page. And that company will pay Google or Bing for sending them new traffic.
TV commercials work to create a lasting impression on viewers and get them thinking about what you’re selling. Some commercials are more memorable than others! It’s not just the ad itself that has an effect on consumer behavior. Also, the TV show or movie they’re watching at the time. This is why companies often pay huge amounts of money to get their TV commercials shown during high-profile events. Expected to have lots of viewers.
These consist mostly of images, with companies trying to attract consumers by showing them what their product looks like and how it works. Print ads are popular because the space is typically affordable for all businesses. Not just those who can afford TV commercials or billboards.
Sponsorships and product placement
Deals like these are a great way to promote a brand without necessarily pushing it onto consumers. Many companies offer huge sums of money to display their products within a movie or TV show, often during an important scene that makes sense for the brand being marketed.
Online pop-up ads
Pop-up ads, as you might expect, pop up on your screen when you visit certain websites. Many people find these annoying because they’re an intrusive way to get someone’s attention, and often contribute little value to the site they appear on. But some marketers swear by them, while others say that they just don’t work anymore!
Word of mouth marketing
This is perhaps one of the most powerful forms of all because consumers trust what their friends and family members say more than they trust any ad! Some companies pay ‘social influencers’ to teach others about their brand or product, but others simply let satisfied customers do that for them.
Examples of successful ad campaigns from around the world that you can learn from:
At the 2004 Olympics in Athens, the German sportswear brand ran a commercial that featured young athletes training and competing. By 2012, Adidas had become one of the world’s leading brands, with revenues reaching $19.6 billion and an estimated 1,000 retail stores across China alone (Grundmann & Heide, 2012).
In the late 1970s, American fast-food chain McDonald’s was losing ground to its competitors and underwent a major brand revitalization. They used a simple but effective marketing strategy that turned their business around by featuring a happy meal with a new toy! This idea has been extremely successful and the company has now opened up 33,510 locations across 117 different countries (Mendez, 2017).
Apple uses print ads to show people what their products look like and create the biggest impression possible. Their adverts are designed so well that they have even become popular on their own! One of the most famous Apple marketing campaigns is a comparative advertising campaign called ‘I’m a Mac, I’m a PC’ which depicts two characters called Mac and PC who encounter many problems while using their computers. Mac always finds a solution, while PC struggles to keep up with the situation. The adverts have been so popular that Microsoft even made their own spoofs of them!
This global beauty care brand is well known for using print ads that depict women of different shapes and sizes to promote body positivity and encourage all sorts of women to get involved in the conversation. This campaign has been an incredible success with Dove becoming one of Unilever’s most valuable brands by taking it from a B2B company to one of the world’s leading personal care companies which even launched its own makeup line! (Bea, 2017)
The effects of different types of advertisements on society and culture
Whether you love or hate advertisements it’s hard to deny that they have a big influence on society and culture.Whether you love or hate advertisements it's hard to deny that they have a big influence on society and culture. #advertisment Click To Tweet
There are many ways in which these messages can affect people, but the most common is through subliminal messages. These hidden signals might not be obvious at first glance. However, marketers use them all the time because they’re an excellent way to influence someone without them even realizing it.
For example, one of the most common subliminal messages is to show two characters in an ad. Who are experiencing different outcomes based on whether they use the product or not? If one uses it, they might be surrounded by joyful friends and family members while enjoying life to the fullest! However, if you don’t use it, you can expect things to turn sour and end in disaster!
This is one of the easiest ways to emotionally manipulate people. They make them feel like they need that product or service to be happy. Some of you might think this is absurd. But research shows that over 80% of all advertisements contain subliminal messages, whether we realize it or not.
The difference between men and women in ads
There are also some ads that openly state the gender roles of men and women. Some might be positive, while others negative. For example, there’s a misconception among society that advertisements show men as strong and assertive leaders. While women are expected to be more passive and gentle to make them appear helpless.
Although companies might try to use advertisements to show both genders in a positive light. Many of them still have some negative connotations. For example, women in ads are often shown as sex symbols. And men can be portrayed as lazy and incompetent when they’re not using the advertised product.
While these stereotypes might change within different cultures and countries. It’s important to acknowledge how powerful advertisements can be to influence the way we think about ourselves and others.It's important to acknowledge how powerful advertisements can be to influence the way we think about ourselves and others. #advertising Click To Tweet
Tips for making your own ad campaign more effective by avoiding common mistakes.
The best way to ensure your ad campaign is effective is by avoiding these common mistakes.
❌ Firstly, it’s important to use multiple images of different angles to fully appreciate what you are advertising. It might also help if you list all the features, so they understand why this product is beneficial for them and how it might improve their life.
❌ However, you also need to avoid overselling the product and just mentioning all of the great features that they have without actually explaining what they do. People can quickly get confused if there are too many things going on and don’t know what’s important anymore. Keep your target audience in mind and avoid trying to use too much text.
❌ Finally, I want to mention the importance of having a clear call to action in your advertisement, and using colors and shapes to draw attention to it and stand out!
In conclusion, advertisements have a big impact on how we think about ourselves and society in general. Whether they are using subliminal messages or portraying men and women in a certain way, it is important to be aware of how these subtle changes can reflect in our everyday lives.
Thank you for reading!