7 min read · Feb 19, 2018
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Advertising in business is a type of communication that persuades and encourages people to take a particular action. Communication is important because it verses people on the different things that the business has to offer. Advertisem*nts also shows the advantages, features and values of a certain product. The action can be purchase or involvement. One of the results of advertising is to change the commercial behavior of people.
Therefore it is important for the advertisers to communicate with the consumers. ‘Marketing and communication’ is a phrase that shows all the parts of a company’s process of marketing. This entails the customer service and the research. Most of the firms use the marketing research to understand their client.
Communication is the act of using signs, symbols and pictures to pass a message, make meaning or exchange information. Marketing communication involves giving information about a certain product and a service. Advertising is a very powerful form of communication. Communication is a daily process of passing information from one party to another.
There is a relationship between advertising and communication because firms cannot advertise without communicating. The relationships between the two are in the audience, message development, methods of communication and customer service and when a firm uses them correctly it can impact on the purchases and the revenue.
One of the relationships of advertisem*nt and communication is the audience. Before an individual can promote something or communicate something, he or she must have knowledge of the audience. The audience are the recipients of the message. The research bit of the communication or advertisem*nt is very critical.
Companies often develop marketing plans and strategies in order to find customers who are interested in different products and services. The expansion in business has increased advertising. Customers often segment themselves on the products that they need.
According to Dyer (1982), advertisem*nts are a type of communication because advertisem*nt can merge itself in the field of communication. They influence people’s decisions, thoughts and feelings. When done in the right way it makes a person to buy a certain good or service. It is a potent power that changes people’s thoughts.
Advertising inserts itself in the daily lives of most people. It has a subtle and soft way of persuading people. It manipulates people’s consumer cultures. In the contemporary society, every firm must have a lot of ads if it wants to make great strides in the market and in the industry. One of the main niches in commercials is in the magazine ads.
This meets the needs of the market is a very refined way. Thy show quality products in glossy pages with models. All the editors of the magazines make sure that they write great pieces to ensure that the magazine has a wide following. When firms place ads in this magazine this increases the sales and revenue (Leiss 1982).
Another key relationship between communication and advertising is message development. Every firm must have a marketing objective and it must establish the message that it will give to the audience. One of the objective s of advertisem*nts in business is to increase the customer base, improving the customer attitudes for the brand, generating clients and revenue. All these are the messages that firms intend to communicate to the public.
After the management comes up with the objectives, they then communicate them to the audience. The communication must be in such a way that it drives more people into the business. The main form of communication for business with the public is in form of advertisem*nts. According to Kokemuller (2014) a marketing process has very many facets.
One of the main parts is coming up with an objective for the advertisem*nt. There are different qualities that every ad should have in order for it to have an impact on the audience. Advertisem*nts should be age appropriate because they have a wide market. Other qualities that an ad should have is quality products. Most viewers enjoy advertisem*nts that showcase quality products (Leiss 1968).
Different products have different messages. Some advertisem*nts use pictures and captions to communicate. Pictures give a visual representation of an idea or service. Other advertisem*nts use taglines. Taglines are short statements that summarize the main message of a product. The tagline is very important in any marketing strategy. The tagline should be short, precise and easy to remember.
There are different methods of communication between business and the public. These are advertisem*nts, Public Relations (PR) and selling. Most companies utilize these types of communication when they want to reach out to the public. Other companies however use two of the methods and they skip the Public Relations. Advertising mainly take the form of the three types of media.
Print media Ads occur in magazines and newspapers. Broadcast media ads occur in radio and TV while digital ads are in websites and blogs. The companies often targets the media with more ratings because this means that the message reaches more people. Public Relation companies communicate positive messages about a firm by promoting it to the external environment. Sales and promotions are impactful because they tell people about upcoming products. This is a way in which companies communicate to the public without advertising.
The fourth relationship is customer service. Customer service is the act of taking care of the clientele and responding to their needs. This practice makes the companies to retain its clients and this brings revenues and sales for the company. There are different customer service strategies whereby the companies support their communications with the customers. Customer service involves interactions and discussions of the customer experience and preference.
After this, the employees then follow up and find out if the customer was satisfied by the service or product that he/she got from the company. Follow up communication is vital in businesses that are sourcing clients through advertisem*nt. This helps to create a good rapport between the client and the company and it also help sin conflict resolution. Communication in this stage also helps the company to know on what areas it needs to improve so that it comes with better quality products and services. According to Kokemuller (2014), the business must establish a relationship between the business and the clients to ensure that they will go back.
For an advertisem*nt to be effective and to the clients. It must be credible. It should be truthful and believable. There are different reactions and perceptions of advertisem*nts as a form of communication. Advertisem*nts can be enjoyable, annoying, offensive or informative.
All the people who place advertisem*nts should ensure that they are informative and fun and these are the reactions that will hook the clients. Other factors that also make people love ads as a form of communication is the sensuousness, humor, personal relevance, uniqueness and irritation. These factors influence people’s attitudes towards a certain brand or product (Richard, Scott & George, 1983).
According to Duncan, T& Sandra (1998) the foundation of marketing is communication and not persuasion. Communication is a very important element of marketing between the consumers, stakeholders and the companies. In the world today, people have confined marketing in the field of economics and finance.
In conclusion, advertisem*nt persuades people to take action. There are different types of action that firms expect from the consumers. Communication is a daily process of passing information from one party to another. The relationships between the two are in the audience, message development, methods of communication and customer service and when a firm uses them correctly it can impact on the purchases and the revenue.
Advertisem*nt seeks to change the commercial behavior of people. Before people make a commercial they must know their audience. They must have background information on their tastes and preferences and this will make sure that they find their needs in the ad. The ad has to communicate to them that they can get the product that suits them. In the message development stage, the firm has to decide on the message that it intends to communicate to the people. The method of communication should capture the attention of people and it should also be informative. Some of the advertisem*nts use humor to communicate the message. The advertiser should practice customer care to make sure that it gets clients and retains the others.
Duncan, T., Sandra, E. (1998). A Communication-Based Marketing Model for Managing Relationships.
Dyer, G. (1982). Advertising As Communication. (Studies in Culture and Communication).
Kokemuller, N. (2014). The Relationship between Marketing & Communication. Hearst Newspaper.
Leiss, W. (1986). Social Communication in Advertising: Consumption in the Mediated Marketplace
Richard, J., Scott B., George, E. (1983). Attitude toward the ad as a mediator of advertising Effectiveness: determinants and consequences.
