8 The Purpose of Advertising, Its Characteristics and Its Definition According to the Experts

8 The Purpose of Advertising, Its Characteristics and Its Definition According to the Experts

Nikereact.orgAdvertising is something that is not foreign to society. Whenever and wherever we often encounter advertisements. It also happens without us knowing it.

For example, advertisements on social media. Starting from facebook to youtube, advertising is something that often passes. For business people, advertising is very important.

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Not only that, many advertising objectives are not yet known by consumers or producers. Before knowing the purpose of advertising, first know the meaning of advertising. This article will discuss the meaning of advertising, the purpose of advertising, and the characteristics of advertising.

Definition of advertisement

8 The Purpose of Advertising, Its Characteristics and Its Definition According to the Experts

Advertising is any form of communication that has a purpose. Advertising is meant to get a person motivated to buy something. Advertising will motivate a potential buyer.

In addition, advertising is intended to promote the seller of a product or service. Advertisements are also made to influence public opinion. And win public support to act or think in accordance with the wishes of the advertiser.

Advertising can be interpreted as news orders that are used to encourage or persuade. Advertising is aimed at the public or people about an object or service it offers. Advertising can also be interpreted as a notification to the public or the public about goods or services that are being sold.

Advertisements can be placed in mass media, such as newspapers or newspapers and magazines. In this sophisticated era, advertising can also be done through electronic media such as television, radio and the internet.

From these understandings, it can be concluded that advertisements are made for the purpose of attracting attention. In addition, advertising is also used to persuade and encourage an ad reader. In order to have or be able to fulfill the request of the advertiser.

Basically, advertising is a means used to communicate. The communicator in this case is a company or producer. They use advertising to convey information about goods or services.

Advertising is something that is addressed to the public, especially to its customers. Currently, advertisements are generally delivered through mass media. In addition, all advertisements are also intended for the same purpose, namely to market something.

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Definition of Advertising According to Experts

1. KBBI (Big Indonesian Dictionary)

According to the KBBI, advertisements are news orders to encourage or persuade the general public to be interested in the goods and services offered. Advertising is a notification to the public about goods or services that are sold and posted in mass media, such as newspapers and magazines or in public places.

2. Kotler, Philip & Armstrong (2011: 97)

Advertising is any form of presentation and promotion of ideas, goods or services. The presentation is done non-personally or by a certain sponsor. Advertising requires a payment.

3. Rangkuti (2009:23)

According to Rangkuti, advertising is a non-individual communication. This communication is carried out for a fee. An advertisement can be done through various media by non-profit institutions, companies, or individuals.

Advertising can be interpreted as a form of non-personal achievement paid by the sponsor. Advertising is intended to present an idea. In addition, advertisements also contain the idea of ​​​​promoting a particular product or service.

4. Djaslim, Saladin (2010:129)
Advertising is all forms of non-personal presentation. In addition, advertising is a promotion of ideas or promotion of goods and services. All promotional activities are paid for by the sponsor.

5. Kasali (2011:9)

According to Kasali, advertising is a static medium. Advertising is a thing that prioritizes visual messages.

6. Monle Lee and Carla Johnson (2004)

Advertising is a commercial and non-personal communication. The communication is about an organization and its products. Advertising will be transacted to a target audience. Through mass media, such as radio, television, newspapers or newspapers, magazines, outdoor billboards, direct mail or direct posting, or public transportation.

7. Philip Kotler (2008)

According to Philip Kotler, advertising is any paid form of non-personal presentation and promotion of ideas, services or goods by a particular sponsor.

8. Rachmat Kriyantono

Rachmat Kriyantono said that advertising is all forms of messages about a product. Advertising is a message conveyed through a medium, which will be financed by the proponent. Ads will be aimed at all people.

9. Rhenald Kasali

Advertising according to Rhenald Kasali is a message that offers a product. Advertisements will be aimed at the public. Advertisements are made through a medium.

10. Stanton

Advertising is a thing that consists of all the activities involved in presenting something. The presentation is addressed to the audience or listeners in a non-personal manner. Advertising will be done with a clear sponsor. In addition, advertising will incur the cost of a message about a product or an organization.

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Advertising Purpose

1. Marketing a product or service

This is the most common advertising objective. Advertisements are made to market a product. Through advertising, the company will try to familiarize customers with the company’s products.

Companies also tend to promote a good attitude to consumers. This was done before the consumer came to approach the salesman. That is one reason, when a salesman approaches consumers, it becomes relatively easy to sell the products offered.

For example, a company that produces machine tools or equipment. The company will advertise the product in a trade magazine. They will ensure that trade magazines are read by all of their consumers.

Such advertisements can also encourage potential customers. This makes potential customers interested in buying the advertised product. After all, the company will create a good attitude.

This good attitude is also carried out on the products offered. This will make it easier for the amplifier to find support. Then the process of marketing a product goes well.

2. Provide information

Advertising is an activity that contains explanations. The explanation can be in the form of a product or a service. The purpose of advertising is to inform a product, service or company.

The advertisement will be carried out and addressed to a wide audience. Through advertising, awareness of products, services, brands or ideas will be created. The purpose of advertising is to provide information about the product or service.

Examples such as explanations or information about the characteristics of these products and services. The location regarding the sale can also be referred to as the information. Advertising will provide information to consumers about new or upcoming products or services.

3. Persuade consumers

The next purpose of advertising is to persuade the listeners. Advertising is intended to persuade consumers. So that consumers want to give a certain brand or brand based on the advertisement.

Advertising is an activity to try to convince customers. Contains information about the company’s products or services is best. In addition, advertising also has a function to change the perception of consumers.

Through advertising, feelings can improve their image or product results. The purpose of advertising is to influence consumers. When they see the ad, it is expected that consumers will take action,

For example, such as changing the goods to the brand in the ad. Try new products launched. Even suggesting to stay loyal to the brand in the ad.

4. Remind consumers

The purpose of advertising is to remind someone. Regarding any need for a product, feature or service. And what are the benefits that will be obtained when they buy the products or services offered.

That is the purpose of advertising that encourages consumers to immediately buy the product. Advertising will continue to remind consumers. Regarding a product that is in it, so they will still buy the product in the ad.

The purpose of advertising is also shown so that consumers do not care about competing brands. Complete information will be displayed in the ad, so that it makes consumers interested. In addition, everything that makes the product or service superior will be displayed, in order to remind consumers.

5. Build awareness

This advertising objective is one of the most widely accepted goals. Advertising is created to increase the recognition of a brand. In the ad things like brand and product will be improved.

The purpose of the advertisement is also to provide information about the availability of the product to the public. When a new product enters the market, it does not easily get the attention of buyers. It is different if information about the product likes to be disseminated, so that the public gets sufficient information about the product.

This means that awareness about the product must always exist. This awareness must exist before a favorable attitude towards the brand can be developed. Brand awareness becomes more important, when several brands decide to compete with each other.

6. Changing beliefs about products and brands

When an attribute is considered important, the buyer will check it. Buyers will examine the relative strength of different brands with respect to that attribute. Therefore, the purpose of advertising is to increase the ratings of the buyers.

With respect to products advertised using other competing brands. When product attributes are not distinctive, then advertisements are made to build product superiority over competing brands.

7. Generate direct sales

In some cases, advertising will be used with the aim of convincing consumers. Advertisements will be made so that consumers order the products in the ad. For example, in online buying and selling sites.

Companies will make advertisements in such a way about their products. This will make consumers believe in the value of their products. Then consumers will be tempted to buy the product at that time.

8. Build company image

The purpose of advertising which is no less important is to build the company’s image. Advertisements are made not only for certain products, but the product also represents the company that made it. This is one reason some people think that the main purpose of advertising is to build a corporate image.

Through advertising, the company does not only market its products or services. However, the company helped develop its own name. Through advertising, the product as well as the company will be known to the general public or the wider community.

Advertising Features

1. Using short words

The first characteristic of advertising is related to the use of short words. In advertising, the use of diction or choice of words is not much. This is one of the must-have knowledge for copywriters or advertisers.

An ad will be very selective in the choice of diction. Writing for an advertisement is not like writing an opinion piece. However, writing advertising sentences will pay close attention to the effectiveness of the words.

An ad will pay attention to the length or shortness of the creative. A good and appropriate ad is an ad that is made using the right and interesting words. In addition, the language that will be used in the advertisement will be logical and polite.

To make a sentence in an advertisement, it takes creativity. Creativity must be built immediately. This will affect the quality of the product or service advertisement later.

2. The choice of diction is suggestive

The characteristics of the next ad can be seen from the choice of words or diction that is suggestive. In making advertisements, you will definitely use words or sentences that are influencing other people. The point is the choice of words or sentences in the form of an invitation.

Although the form of this invitation is indirect, this must still be considered. In writing creatives, it will be made through direct or indirect means. This method is called soft selling and hard selling.

3. Informative

When talking about an advertisement, what comes to mind is marketing. Such as an invitation or promotion of a product or service. These things are made so that consumers immediately buy the products or services offered.

However, behind this there is an important element. Every ad that is loaded or served, of course contains things like that. What is meant by this important element is information.

In the ad, of course, must have information in it. Both information about products or services, as well as information about the company. An advertisement that runs will certainly be informative.

4. Targeted

The characteristics of the last advertisement, namely the advertisement is made according to the target company of the company. For example, the advertisement for UHT milk, then the advertisement will be targeted at children who are in the process of growing up. Another example is laundry soap, then the ad will be targeted at people who need the laundry soap.

Then the ad will be created based on that. There’s no way a UHT milk commercial would be shown through an adult fight scene. On the other hand, it is impossible for an advertisement for laundry soap to be shown through a baby scene.

That’s what makes targeted advertising. Companies will certainly know who the target market for their products is. Through this, companies can create advertisements that match their products and targets.

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