Study Advertising, Advertising Schools


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Advertising is a communication process using different forms of media. It is the way through which the vendor introduces and markets products and eventually makes sales. It is a form of mass selling that is used when person-to- person selling is inefficient. The goal of advertising is to make the consumers aware of the products being offered as a need thereby making it inevitably, a profit. The more persuading and striking an advertisement is, the more likely the product will sell to the masses.

Many forms of advertising are now popular in society through modernization although it was believed that early advertising has its beginnings in the first newspapers in the 17th century, and the earliest form of advertising included classified ads which simply contained information about the product being sold and its price until the 19th century. During World War I advertising was used as propaganda by the British who wished to persuade its citizens as well as Americans to fight. That period also increased the creation needs on the consumer that dominated advertising from the 1920’s and so on. During the beginning of the 19th century, pictures, illustrations and graphics with colours were introduced and became a click with the advertising industry. In the 20th century the technology developed, so did the advertising media. Televisions, radios, billboards and public transportations were used to display advertisements from different companies hoping to reach a larger market. From then on, advertising was not only seen in printed media like magazines, but also in visual markets like cinemas and shows. These advertising strategies demanded a bigger budget, but marketers are very much willing to increase their advertising budget if only to get more consumers to buy their products. Advertising now plays a major part in any marketing campaign launched by large as well as small companies.

Advertising is divided into two main categories namely the consumer advertising which is aims for the direct purchaser and trade advertising in which the basis of campaign is made to reach business people through trade journals, articles, portfolios, and other media. Both categories utilize different types and strategies of commercial persuasion. The most common and efficient form of advertising is the institutional or image advertising. This campaign is designed primarily to build prestige, respect and popularity for particular business enterprises. Almost all corporations and business spent largely in their advertising campaigns that usually mention products or services only incidentally. Another popular form of advertising is the cooperative advertising, wherein the manufacturer shares expenses with the retailer for advertising expenses acquired through commercials in local television, radio or printed in newspapers and magazines. In magazines, advertisements are usually found on the same space. The world is filled with advertisements and all are in a competition to bring in the consumers by making their strategies unique and remarkable. By addressing the different groups and cluster of people all over the world, advertising has made a mark in complete globalization.

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