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Role and importance of advertising

Paper Type: Free Essay Subject: Marketing
Wordcount: 1656 words Published: 1st Jan 2015

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Advertising is the most important weapon to market any product or service. To success an advertising campaign there should be creative minds to promote. Collecting and using information of customers as well as the competitors of your customer can create a huge advantage to take the competitive advantage. In this section we try to present, how effect for creative designing IS and through that we like to discuss what are the ting that world concern about advertising. In here we would like to introduce the way to success in creative designing using IS.

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The creative industries – “in which the product or service contains a substantial element of artistic or creative endeavour” (Caves 2000) – are industries that supply “goods and services that we broadly associated with cultural, artistic, or simply entertainment value” (Caves 2000). The media and advertising industries, in which creativity is seen as central are considered to be creative industries.

“At the same time, there has been petite IS research on creativity, in distinction to the sufficient literature on creativity in engineering, science, education, architecture, and psychology” (Couger et al., 1993), and even less so in the organizational, managerial context.

What is advertising?

Advertising is a type of communication designed to convince an audience (viewers, readers or listeners) to buy or take several action upon goods, ideas, or services. It includes the name of a product or service and how that product or service could do well to the consumer, to convince a target market to obtain or to consume that particular brand. These messages are generally paid for by sponsors and viewed by the use of various media. Advertising can furthermore provide to communicate an idea to a huge amount of people in an endeavour to encourage them to capture a certain action.

Advertising theory

Hierarchy of effects model

It explains the goals of an advertising promotion and for each individual advertisement. The model suggests that there are six steps a customer or a business shopper moves through when doing a purchase. The steps are:






The actual purchase

Means-End Theory

This tactic suggests that an advertisement must have a message or means that leads the customer to a desired end state.

Leverage Points

It is considered to move the customer as of understanding a product’s benefits to connecting those benefits with personal values.

Verbal and Visual Images

Current Trends

The Marketing Mix

The marketing mix has been the strategic concept to advertising. The marketing mix was proposed by Professor E. Jerome McCarthy in the 1960s. The marketing mix contains of four basic components called the four P’s “Product” is the first P representing the real product. “Price” represents the method of defining the rate of a product. “Place” represents the variables of receiving the product to the customer like supply channels, market exposure and movement organization. The final P stands for “Promotion” which is the procedure of reaching the target audience and convincing them to go out and purchase the product.

Niche marketing

Another important tendency concerning future of advertising is the rising reputation of the niche market using niche or targeted ads. Also carried nearly by the Internet and the concept of “The Long Tail”, advertisers will have an increasing talent to grasp exact audiences. In the earlier, the most effective way to convey a message was to complete the biggest mass market audience conceivable. But, usage tracking, consumer profiles and the rising popularity of niche content carried nearby everything from blogs to social networking web sites, afford advertisers with audiences that are lesser but much well defined, leading to advertisements that are more significant to viewers and more effective for companies’ advertising products.

Most successful method to advertise

The informal availability of the Internet has engaged the advertising world by tempest with several enterprises taking to the online standard to promote their goods and services to the worldwide market. Though, the up-to-date research records are demonstrating that the most effective advertising intermediate remains to be the “Print Media”.

One of the top media agencies in England feels that by advertising in newspapers and magazines you can expanse a more dedicated group of customers who likes to buy your goods online. According to the agency, online business is well for making purchases due to the luxury level it deals in that publics do not have to drive long distances to buy goods.

On the source of fashions and readings, some of the top commercial organizations feel that once it approaches to advertising, newspapers and magazines evidence to be more successful. This is for the reason that customers put more reliance in newspapers and magazines while compared to online promoting. They think that this happen because people who publicise in newspapers seem like more honest because they pay for advertising for their assistances. Advertising online is free in some cases, and therefore the probabilities of frauds will be high.

Several of the best advertisement companies in the world create colour advertising reachable and cost effective for small and medium level businesses to advertise in top newspapers in the UK. The pages of advertising agencies, which publish in the weekend extra newspapers, are particularly dedicated to small and medium level businesses to promote their goods and services. These pages are read by an extremely dedicated group of customers who are beholding for good online deals which they can buy easily from their households.

According to certain advertising firms, an effective advertising plan combines the influence of both online and offline methods. They recommend that web based businesses have to advertise in the magazines and newspapers to success over consumers and afford for online buying procedures so that they can buy from their home at any time they like. Online businesses can combine the finest of both mechanisms, by succeeding this strategy

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Furthermore, instead of publishing a classified ad on any page of a newspaper, firms can publish advertisements in completely dedicated space for online companies to advertise their products or services. As an example, certain dedicated pages of the advertising firms are read by educated and rich groups of individuals who know that this area is dedicated for online advertising offerings.

Business firms can contact the agents of reputed advertising agencies who can support to choose the exact newspapers or magazines to publish advertisements, based on target audience. The Advertising agents make their approvals based on publication, demographics, location, etc. so that will increase the chance of success the target audience.

By surfing a website that well know offline advertising firms, businesses can gain an awareness into the happiness level of online businesses who have published on the firm’s pages and observed a growth in circulation. By advertising in printed media and especially on the firm’s page, can also reach people who don’t have technical knowledge enough to browse the Internet and looking for goods and services. These societies basically have to read advertisements on the dedicated agency pages, take the URL and log on to particular business website to create purchases. These can be taken as reasons that the modern tendencies in advertising use the printed media to drive online traffic where people can create purchases expediently without traveling big distances.

Creative advertising benefits with IS, Case study

Case Study, 26.02.08


Innovative use of Windows Live Spaces, together with creative advertising and a dedicated pet health microsite, helped to build a community of animal lovers around Nestlé’s Purina ONE pet food brand. Advertising online with MSN raised message awareness by over eight percentage points, with purchase consideration rated as ‘excellent’.


Reach a target audience of women aged 35 and over

Raise awareness of the Purina ONE brand

Increase perception of Purina ONE as a high-quality pet food

Drive brand association with health and nutrition

Recruit long-term buyers through a one-month trial challenge.


A combination of the MSN Lifestyle channel, Windows Live Hotmail, Windows Live Messenger and Windows Live Spaces allowed Nestlé to reach 1.2 million pet-owners with creative advertising directing them to a campaign microsite. For the site itself, MSN advertising created content focused around pet health and nutrition, with features such as ‘Ask the Expert’ and ‘Pet Guides’. Innovative use of Windows Live Spaces allowed owners to keep diaries of their pets’ progress through the one-month trial challenge.


Advertising online with MSN generated 14,995 clicks to the Purina ONE microsite, with Dynamic Logic’s Advertising Effectiveness Report measuring major uplifts against the key campaign objectives:

Brand awareness up 6.7 percentage points

Online ad awareness up 7.1 percentage points

Message association up 8.9 percentage points

Purchase intent up 6 percentage points, greatly exceeding the pet food market average and earning a ranking of ‘excellent’.


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