Advertising - Term Overview

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Advertising is a means of dissemination in which various organizations, companies, individuals, NGOs, among others, try to make themselves known, advertise or simply refer 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, advertisers and agencies specialized in the subject are hired.

These aim to create an advertisement that will then be published in various media, be it through pamphlets, radio, television, etc. Currently one of the most used media is the Internet.

When did the advertising come about?

Advertising as we know it arises 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.

It's also at this time that the media began to have a great development, which in turn need to be financed, which is why it's considered that a kind of association was formed between the media and advertising.

After the Second World War there is a new explosion in the world of advertising, and many techniques and means begin 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 under the name of initial stage, here an attempt is made to expose the new goods or services produced.
  • Competition phase: At this time the product being promoted is positioned in the market, but not in the desired place, which is why it's trying to increase its demand.
  • Image preservation phase: The good or service obtained the demand that is desired by the bidders. That is why they launch campaigns to maintain the image that it already enjoys.

Furthermore, when the advertising campaigns have already been launched, an investigation stage begins. The objective is to know the effectiveness of the advertising. Some of the reasons are to know the acceptance or rejection of the public, to know if the message reaches the desired public 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 concrete techniques are for example scarcity. In this case they create campaigns whose production stock is limited, it's in this way that they create a certain urgency of purchase.

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 to say that the positive results will last for years or if the client isn't satisfied, their money can be returned.

On certain occasions certain fears of potential users or buyers are exploited to promote demand for them, this is a resource widely used in insurance.

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