The Critical Importance Of Advertising

Advertising is one of the many marketing tools thattrouble is, I don't know which half."
are used to attract attention of prospective customers- John Wanamaker, father of modern advertising.
to a business or its products or services. The moreAdvertising certainly has a lot of impact on what we
effective an advertising campaign, more thebuy, or do not buy. There is a lot of debate going on,
customers it draws, and with greater frequency.for and against the impact of advertising, but one thing
Advertising is part of the overall marketing strategy ofis clear, it does affect our buying trends, for good or
a business, which includes public relations, promotionalfor worse.
programs, signage, incentives, newsletters, and word ofToday, with the advent of the Internet and its impact
mouth, among other strategies. The aim of a marketingon our everyday lives, it has provided new advertising
strategy is to use advertising, along with these otheropportunities. As part of the marketing strategies on
tools, for maximum impact.the Internet, Popup, Flash, banner, advergaming - the
History of Advertisingpractice of using games, particularly computer games,
If you think that advertising is a modern phenomenon,to advertise or promote a product or an organization -
think again. The earliest forms of advertising, of course,and email advertisements, among others, abound.
would have been through word of mouth. Advertising -Unfortunately, email advertising has taken the form of
for sales, and lost-and-found - was commonly createdspam.
on papyrus in ancient Egypt, Greece and Rome.Another significant trend brought about by the Internet,
Commercial advertising, through wall or rock paintingsand which seems to be the future of advertising, is
that goes back to 4000 BC, has been found in manyniche, or targeted, ads. Niche, or targeted,
parts of India, Africa, and South America. Commercialadvertisements allow advertisers and businesses with
and political advertising displays have been recoveredan increasing ability to reach narrow, or targeted,
from the ruins of the ancient Pompeii, a Roman cityaudiences. In the old days of advertising, the trend was
destroyed by the volcano -Mount Vesuvius - in 79 AD.to find ways to deliver your advertisement, efficiently,
With the development of printing technology in the 15thto as large a mass of audience as possible. Today,
and 16th centuries, handbills were used as a form ofhowever, the trend has changed.
advertising. By the 17th century, newspaperUsing tracking, customer profiles, and the such, niche
advertisements made their way in England, whichcontent is brought by advertisers to smaller, but better
were mainly for printed books, and medicines. By thedefined, audiences. These ads are more releveant to
19th century, classified advertisements became popularthe smaller audiences, and hence more effective.
in the United States for promoting a variety of goods.Video on demand ads target specific groups. These
This century also brought in the first advertising agencyads can be watched by the audiences from their
in Philadelphia, in 1843. From just being brokers for adhomes, who choose to watch only those ads they
space in newspapers, the advertising agenciesactually want to watch.
graduated to writing ad contents by the 20th century.Whatever form your advertising takes, it should do the
First with TV, followed by Cable TV, and now with thefollowing:
development of Internet, the very face of advertising- Remind customers and potential customers of the
has changed.benefits of your products or services.
Impact Of Advertising- Establish and maintain your distinct identity, and brand.
"Half the money I spend on advertising is wasted; the- Build sales to boost your bottom line.