Communication in Advertising.

Hey people lets begin a first e-class on why clear communication could be crucial in advertising??


Communication in the broad sense of the term stands for the process of exchanging information,usually via a common system of symbols.Communication also implies the technology of transmission of information.
The elemental determination of advertising is to assist sale probability of a product or a service. Advertising as a promotional technique augments tendency to purchase, moving the prospect gradually towards the product to make a purchase decision. Of course, advertising is only one of several communication forces. It actuates the buyer through consecutive stages such as awareness, comprehension or recognition, conviction and action. Advertising objectives may be divided into four stages of commercial communication which are explained below: -

- Cognizance: The prospect must be informed about the subsistence of the brand or company in the market. Awareness is the bare minimum goal of advertising. The buying process starts after informing the consumer about the product or service

.- Conception: The prospect must understand what the product is and what it will do for him. The apprehension level indicates that people are not only aware of the brand or company but they also know the brand name and can be familiar with the package or trademark. But they are not yet influenced that they want to buy.-

Conviction: The prospect must be mentally convinced to buy the brand or the product. The convinced level shows brand preference and intention to buy the product in the near future.

Action: the prospect takes meaningful action. Purchase decision is duly taken. These four goals of ad in communication terms are measurable results.

"Advertising brings buyers and sellers together and possesse utility in facilitating the exchange of property."This defination implies that advertising acts as a conduit,a bridge between the manufaturer and the consumer.

Lets analyse this with the help of an Ad:-                                                                                                  

Olay Products

Olay a product owned by Procter and Gamble is one of the most
recognizable brands in the world.One of the highlights from this
product range is its anti-ageing cream which is being promoted by
Kajol,Soha Ali Khan and Shilpa Shetty.The Olay brand has
been able to connect well with their target group of women because
Their way of communicating to the women about their worries is
presice,the tvc's focus more on showing the experience of
celebrities and common women who inspire others to try their product
atleast once.(Views expressed are purely my own,u can alwaz disagree
with this article)



Next article is on:-The Advertising Industry Today.

Print advertisement of Olay in India