We explain what advertising is and when this means of dissemination emerged. Also, what are its stages and the techniques it uses.
What is advertising?
Advertising is a means of dissemination in which various organizations, companies, individuals, NGOs, among others, try to make themselves known, advertise or simply allude to certain goods, services, in order to interest potential buyers, users, etc.
Within marketing, advertising is considered the most effective means to attract the attention of the required public. To carry out this function, publicists and agencies specialized in the subject are hired.
These are aimed create an advertisement that will then be published in various media s, whether through pamphlets, radio, television, etc. Currently one of the most used media is the Internet.
See also: Subliminal advertising
When did advertising arise?
Advertising as we know it emerged from the last years of the 19th century. This is due to the second Industrial Revolution and the need to target as many individuals as possible.
Furthermore, it is at this time that the media begin to have great development, which in turn they need to be financed which is why it is considered that a kind of association was formed between the media and advertising.
After the Second World War, there was a new explosion in the world of advertising, and many techniques and media began to emerge that we still use today.
Phases or stages of advertising
Within the advertising world three phases can be highlighted:
- Promotion phase Also known as the initial stage, here an attempt is made to present the new goods or services produced.
- Competition phase At this time, the product that is promoted is positioned in the market, but not in the desired place, which is why an attempt is made to increase its demand.
- Image conservation phase The good or service obtained the demand that is desired by the suppliers. That is why they launch campaigns to maintain the image it already enjoys.
Furthermore, when advertising campaigns have already been launched, a research stage begins. The objective is to know the effectiveness of advertising. Some of the reasons are to know the acceptance or rejection of the public, to know if the message reaches the desired audience and finally, to know if the advertising costs, which are usually high, are compensated by the profits obtained thanks to them.
What are the advertising techniques?
Various resources and techniques are used in advertising to attract potential users or buyers.
- Some of the specific techniques are, for example, scarcity. In this case they create campaigns whose production stock is limited, this is how they create a certain purchase urgency.
- Peer approval is also used, where satisfied characters are shown with whom potential applicants can feel reflected and identified.
- Other times the product is advertised based on clear and simple information, however other times scientific resources are used, where they demonstrate, based on certain figures, the satisfaction of the buyers or the good results obtained.
- Many times slogans can be identified where the guarantee is essential, that is, the positive results will last for years or if the client is not satisfied, their money can be returned.
- On certain occasions, certain fears of potential users or buyers are exploited to encourage their demand; this is a resource widely used in insurance.
