An advertisement is basically sharing or spreading information about something to attract people to a product or service. It is not a new thing; it has been going on for ages. Earlier, the producer or service provider spread awareness about his products and services through word of mouth information or showing it at public places.
Since the advent of newspapers, it becomes easier to get a bigger audience. The first newspaper advertisement was published in 1704. Seeking a buyer for an Oyster Bay, Long Island Estate, in Boston News-Letter. After the advent of Radios, the First radio commercial was aired in 1922 in New York. The First television advertisement was also broadcast in New York before a baseball game in 1941.
According to the Oxford dictionary, an advertisement is a public notice or announcement, especially the one advertising goods or services in newspapers, magazines, posters, or broadcasts. In general terms, it is a form of communication that typically attempts to persuade a potential purchaser or user to purchase or to consume more of a particular product or a brand of a product or service.
Why do we need an advertisement?
We need advertisements -
- to introduce new products
- to increase the sale of products or services.
- to create a new brand
- to communicate any changes in the product line
- to give requirements for particular products and services.
Generally, there are two broad categories of advertisements: classified and display.
Classified advertisements - is a product or service advertisement that appears in a specific section of a newspaper under the heading, classifying the products and services being offered. It is commonly used in newspapers and online and periodic magazines, which may be sold or distributed free of cost. Such advertisement can be grouped under specific headings such as:
- matrimonial
- real estate / sales / purchases of property
- employment / situation vacant
- vehicle - sale / purchases
- accommodation / to let or sell purchases of property
- change if the name
- tours and travel
- missing persons and pets
Some of the main features of the classified advertisements are discussing below :
- it takes less space
- uses only words / short phrases ( no full sentences used )
- simple and brief
- Economical
- title and content details
- gives complete relevant information
- generally, words are limited to fifty only.
Format of an advertisement
1. Headline - it should be in capitals. The purpose of a headline is to sell the ad.
2. Body of the advertisement - content should be concise, relevant, self-explanatory, and point. The purpose of the body is to set up the call of action.
3. Call to action - the purpose of the call to action is to elicit a response.
Display advertisement - They contain many components such as images, text, flash video, and audio. They use visuals, drawings, sketches, and video clips, etc. The aim is to draw as much attention as possible. They can announce events, extend invitations, join for a cause or awareness programs, etc. They can be grouped as follows :
- outdoor advertisement -indoor advertisement
- nonproducts advertisement
- Radio advertisement
- T.V. commercial
- National advertisement
- International advertisement
- Retail advertisement
- Local Advertisement
Some features of a display advertisement are :
- it takes more space
- it is expensive
- it is visually attractive
- it has a catchy slogan
- it is very colorful
- use of different fonts and design
- lengthy message can be delivered effectively.
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