Advertising is any remunerated form of non-personal presentation of goods, ideas and services by a recognized sponsor. In this age of technology, new things are formed every day. Market is formed for these things through advertisement. It is done through diverse ways to spread the knowledge of services and goods to people. Consumers encounter advertising message as they read magazines, watch TV, listen to the radio, or walk down the street or simply surf the internet. In large scale manufacture, producers cannot think of pushing their sales without marketing their products. Through advertisement individuals begin to feel a requirement for even those goods of which they had never before.
According to Joe Cianciotto, advertisement generates demand. Informative view of advertising is to apprise the buyers about the benefits and qualities they would get when they obtain the product. The advertiser anticipates creating a favorable attitude which would lead to the wanted action. Influential interpretation holds that all advertisers try to convert the predictions into customers. Complimentary interpretation expresses that advertising affects the demand which effect the efficacy of customers with the consumption of the publicized product. Advertising has productive role when buyer can reduce costs and sellers can maximize profits with a right choice of the product obtainable in the market.
Advertisement should be based on targeted audience and human psychology, says Joe Cianciotto
It supports the media planner to describe diverse groups for a creative execution of the anticipated message. Good ads in incorrect medium are waste of cash. A suitable mean of advertisement turns into a growth in sales and eventual development of the business. A response from the customer is always valued for any business. Testing of advertisement is as much significant as sale of products because ads are for individuals to respond to not to win awards. Real trial lies in results attained that can be a shift in sale or a change in the attitude of targeted audience. Marketing boards can only be attained by an attractive advertisement using a suitable mean to an accurately selected intended audience.
Joe Cianciotto believes that advertising is an essential part of society. It encourages the individuals to purchase the services and products to simplify their lives. Improvement in a sale of products outcomes not only in the progress of a single business but also helpful for economic growth. Market awareness endorses the living standard of individuals in their professional and personal life. It bridges the gap between nations by publicizing numerous cultural trends. Right advertisements entertain indebtedness of customers that results in building image of the business and product. It reflects originality of business and usefulness of the customers.
Advertisement is the mainstay of industry and commerce. No business in New York can continue without it. To get achievement in business, advertisement plays a dynamic role as business world rotates on the axis of advertisement. It contributes to bring about all round growth of economy by increasing income level and demand of businesses and nation as a whole. To run a business without its assistance is not possible in this contemporary age.