Advertising Is A Marketing Communication Tool Essay

1-2.1 What is advertising? Advertising is a marketing communication tool that encourages and persuades customers to take actions (purchase decisions). According to David Ogilvy a successful ad is the one which is able to sell the product or service without drawing the consumer attention that it sells. 1-2.2 The shift from traditional media to social media. For years companies and brands where depending on mass marketing like TV , Radio , printed ads to communicate their message to audience , grape their attention and sell them then retain them (Ford, 2008) But day over day consumers starts to show resistance and negative impact toward traditional ads due to lack of credibility and transparency and poor communication. So marketers starts to use different platforms to reach their target audience and with the evolution of the internet and social networks each hour spent over the internet reduces the time available for traditional channels . The companies started to follow its customers and discovered that their consumers are being influenced more by the flow of information over social networks (Subramani Rajagopalan, 2003). Ford discovered that using traditional channels is impractical and using more targeted Medias both the company and the consumer will benefit (Ford, 2008) 1-2.3 some facts about social media: †¢ 70% of the ROI of certain products was discovered to be due to passing messages through social media (Klaasen, 2007) †¢ According to a research done byShow MoreRelatedTaking a Look at Marketing Strategies1005 Words   |  4 Pages It is defined as paid form of non personal communication about an organisation, service, product, or idea by an identified sponsor. Public service announcement, which has an sporadic exception whose advertising space or time is provided by media. 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