Creativity in Advertising

15483 Words Oct 22nd, 2010 62 Pages
* CHAPTER 1. * ADVERTISING.

1.1 Origin of advertising

The origin of advertising does not lie in the modern industrial age, but it has its roots in the remote past. Thousand of years ago most people were engaged in hunting, farming, or handicraft related activities. They used to barter products among themselves. Distribution was limited to how far the vendor could walk and distribute, advertising was limited to how loud they could shout. Perhaps the earliest form of advertising was simply the trader shouting out the fact that he existed and naming what he had to sell in the local market place.

As an instrument of marketing, advertising was an effective through multiple sales people reaching many people at one time. Then it had used
…show more content…
Price charged should be reasonable. This is necessary for the support and co-operation of consumers.

* Advertising and Place:

Place relates to physical distribution which is possible through various channels of distribution. Advertiser has to decide whether to adopt direct or indirect channels of also useful for large-scale distribution. Advertising plays a crucial role to ensure smooth distribution of goods and keep the consumers well-informed.

* Advertising and Promotion:

Promotion is perhaps the most important element in the marketing mix. Companies introduce sales promotion campaigns for capturing market. Price discounts and schemes like buy one, get one free are also offered as sales promotion. Various sales promotion techniques are introduced at the consumer and dealer levels. Window display, provision of after sales services and coordinal public relations also facilitate sales promotion. Massive advertising is useful to support the sales promotion campaigns.

1.4 AIDA Formula in Advertising

The AIDA formula in advertising was suggested by E.K. Strong in his book “the psychology of selling.” This formula suggests the steps in the process of advertising. The term AIDA is a short form derived from the four words:

A ATTENTION

I INTEREST

D DESIRE

A ACTION

* A = Attracting Attention:

It involves attention element of an advertisement which ‘catches the eye’ and attract attention. A person is likely to
Open Document