II. The Key to Promote your Business –Advertising

Playing a prominent role, advertising industry appears to be an important aspect of marketing, employing today hundreds of thousands of people, and influencing the behavior and purchasing lifestyle of billions of consumers worldwide. Many experts believe that it has an important effect on a country’s economy, society, culture, and political system. Advertising functionality is to make consumers aware of product’s special low price or its benefits. But an even more essential function of advertising is to create an image that consumers associate with a product, acknowledge as the brand image. Indeed, advertising is another tool you shall put into consideration for the promotion of your business.

Advertising –Shaping our Way of Life

Evidence of advertising can be found in cultures that existed thousands years ago, but advertising only became a major industry in the 20th century. According to reports, in the United States alone, an average person may encounter from 500 to 1,000 advertisements in a single day. Being a commonplace in today’s society, advertising has always plaid a major role in marketing products, services, and Organizations. However, advertising is not confined itself only to promoting these areas. Some advertising are designed to solicit our attentions, promote an idea, or influence behavior. Besides the deceptive message some advertising presents such as encouraging an excessively materialistic culture or underpinning harmful stereotypes, advertising sometimes advocates positive incentive messages; such as educating people on the danger of smoking cigarettes or using illegal drugs.

It also intends to encourage people to volunteer, donate money or service to enhance the image of an institution by means of PSAs –Public Service Adds or ISAs –Institutional Advertising Ads. In the end of 20th century, political advertising became a key component of electoral campaigns in Western Countries, and especially, in the last U.S political encounter.

If advertising is seen as an essential tool to promoting your products, organizations, and other brands, advertising also has its critics which argue that the invasion of advertising in our common spaces, such as on the Internet through unsolicited commercial email and other forms of spam has become so prevalent that it tends to be a harmful to tool, exploiting people’s confidence as well as freedom, and becoming a financial burden on Internet service providers. In any case, advertising is more a valuable tool to the promotion of our products, services and other essential commodities than a jeopardizing element.

Despites the critics facing advertising, many experts –so do we –believe that advertising has essential economic and social advantages worldwide.

With the effervescence of globalization, advertising has become increasingly international. More than even before, corporations such as multinational companies are looking forward to extending their businesses beyond their own country’s borders for new customers, encouraging commerce between countries to improve personal income level worldwide. In recent years, numerous specialized firms, known as advertising agencies, have connected with forces to become giant agencies, making it possible for them to offer their clients a comprehensive range of worldwide promotion services. By estimates, advertising spending worldwide has increased dramatically, now exceeding $385 billion per year. But this is likely to exceed half-a-trillion dollars by 2010, stipulate the accounting firm. According to reports, in the year 2000, U.S ranged first on the advertising market with total advertising spending of $147.1 billion whilst UK advertising agencies stood at the fourth place with $16.5 billion.

Advertising –Adding a Value to your Business

Traditionally, advertising is done by means of a wide variety of media; such as television, newspapers, directories, radio, yellow pages, magazines, the Internet, outdoor advertising, direct mails and newsletters. With the integration of various means of mass communication, advertising plays an even more influential role and is more dramatic in promoting products and adding value to brands that most companies spend considerable sums of their advertising and hire advertising agencies to develop their advertising campaigns. The game of advertising is to add a value to the product.

In fact, the brand image goes far beyond the purposeful characteristics of the product.

Recurrently, consumers purchase the product not only for its functional characteristics but also for the reason that they want to be identified with the image associated with the brand. For example, an electronic devise may have a particular functional bottom that is one of its benefits. When consumers think of it, they not only think of its functional bottom, but they may also associate it with extra action, pragmatism, technologically advanced invention, innovation, and development: all of these idioms have been added to the product by advertising.


Remember: Any form of advertising shall be able to drag consumers’ attention, demonstrate a benefit as well as give you an idea about an advantage.

By adding meaning to your product, advertising also adds value.



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