Advertising and Advertisements


Advertising today is a worldwide phenomenon. It is important to recognize that many advertisers use advertisements for many purposes with many different possible effects. For example, within a given country it is common to find what might be considered highly fanciful advertising for consumer goods such as toothpaste, detergents, or soft drinks, and highly technical messages dealing with construction equipment, medical supplies, or computer services. The advertisers themselves can include huge multinational firms, special interest groups, local shopkeepers, and individuals. Their intents can range from altering behavior to affecting the way people think about a particular social or economic position. The results of their efforts can range from enormously influential to a waste of the advertiser’s money. It is not, then, a subject that lends itself to oversimplification.

 

When you think about “advertising,” you probably think in terms of specific advertisements. To begin there, then, advertisements can be recognized as paid, non-personal communication forms used with persuasive intent by identified sources through various media.

 

As paid communication forms they are different from common varieties of publicity (e.g., a press release) or “public relations” e.g., a news conference), which are often covered by the media without charge. By non-personal they are distinguished from forms of personal salesmanship occurring in business establishments or door-to-door. The advertiser is identified, which again sets this form of persuasive communication apart from various types of promotion and publicity in the form of “news” or “feature” material often carried by the media, but supplied by a particular source whose intent is often persuasive.

 

Advertisements are most commonly associated with the mass media of newspapers, magazines, cinema, television, and radio, although they frequently flourish in other forms such as billboards, posters, and direct mail as well. And, finally, advertisements are overwhelmingly used with persuasive intent. That is, the advertisers are striving to alter our behavior and/or levels of awareness, knowledge, attitude, and so on in a manner that would be beneficial to them.

 

These are some of the most obvious characteristics of advertisements, the end product of much that is advertising.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Establishing Credibility


Once you’ve opened your doors for business, how do you get the customers to learn from your name and trust it as a reliable source in the community? Ultimately, the way to build credibility is to develop a strong business with a solid reputation for delivering what it promises the customers. But what can you do on the meantime (until you’re a household name)? Here are some possibilities:

  1. Volunteer at local charitable foundations and corporate events. Simply being out there where other influential  types are likely to be found (either as sponsors or as participants)will put you face-to-face with people who can help spread the word about your business. Its worth the donated hours on your part, and you’ll get to widen your circle of acquaintences.
  2. Offer yourself as an expert on your topic of interest. Send regular press releases with tips for consumers to newspapers and magazines. Editors love such items and you stand a good chance of being interviewed the next time a story on your area of expertise rolls around. Be sure to keep in regular contact with the press, even if it is just a quick phone call to ask if they need any help with upcoming features.
  3. Give free speeches at local association dinners. Really, just about anywhere where potential clients gather to learn more about improving their professional (and possibly personal) lives. Association meetings work best because they are always in need for interesting new speakers; so are civic groups and universities.
  4. Create and mail a regular newsletter with useful tips. Giving some information for free can create positive awareness of your company and what it has to offer, People do tend to read newsletters, and even though they may not need your services today, such publications (if well done) will keep you in their minds tomorrow.
  5. Perform your personal best. Ultimately…..

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact Asif J. Mir.