Advertising is a marketing communication that employs an openly sponsored, commercial message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in a way that an advertiser pays for and has control over the message. Individual advertising is communicated through various mass media including traditional Media such as newspapers, magazines, television, radio, outdoor advertising or direct mail, and new media such as search results, blogs, social media, websites or text messages.
Commercial ads often seek to generate increased consumption of their products or services through “branding”, which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Advertising may also help to reassure employees or shareholders that how much a company is viable or successful.
Worldwide spending on advertising in 2015 amounted to an estimated US $ 529.43 billion. Advertising’s projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio Internationally.
A Brand is an overall experience of a customer that distinguishes an organization or product. Branding is a set of marketing and communication method that helps the user to distinguish a company or products from its competitors, aiming to create a long lasting impression in the minds of customers.
Brand itself is denoted to be a high end product category in terms of its market value & name. It not only ascertains the product or organization value in monetary terms but also aggregates its specifications, denotations, inscribing it in the market leading to slow development of its name.
Advertisement is the only medium which helps to create the brand impression in every individual creative minds.
Building awareness and preferences through advertising is a cumulative process. A proper indicative documented campaign raises awareness over a periodical stigma, so it is important to diversify the advertising budget over a period of time to sustain high levels of awareness and campaigning.
Preference – Preferential Advertising must be campaigned keeping in mind of convincing and manipulating the user’s injecting the brand preference about its quality and its uses. Testimonials from satisfied customers play an important role by reporting achievement of quality standards of product campaigning directly helping to build confidence and preference for Brand.
Time- We know that Awareness and Preference increase or decrease over time depending on the weight and frequency of advertising. So frequency of advertisement can increase the level of brand awareness.
Interaction – User friendly Interaction between Brand and its Users increases the familiarity & potential approach of the brands. Basically it’s a potential way to measure the effectiveness of the product among its various users with different behavioral and characteristics.
We won’t say that Advertising & Branding goes in parallels rather we would like to conclude that Advertising plays an important role in creating a Brand and we advertise a product to make it a brand or give it a Brand name. Thus we want to conclude that advertising has an immense role to brand success.