Whether it’s a thirty-second TV spot, a radio jingle, newspaper promotion, or a highly personalised advertisement on a social media platform, an advertisement is one way that businesses call attention to their products and services. But what exactly is an advertisement? And how is it different from a comment from a regular consumer?
A key element of advertising is that it is a paid form of marketing that is designed to persuade consumers to take a particular action such as buying the product or service. Often this involves promoting the benefits of a product or service over others.
It can also involve creating demand for products or services that the customer might not otherwise be able to access or need. Examples of this would be a celebrity endorsement, an emotive appeal, or using psychological theories such as the “creature of suggestion” to convince customers that they need a certain product.
Finally, advertising can also be a form of public relations and may involve promoting or supporting a cause. This could be through the use of hashtags, social media campaigns or by sponsoring events. Advertisements can come in many shapes and sizes, and the key to creating a successful one is understanding your audience and driving content that caters for their needs.