Advertising is a form of communication that aims to attract public attention either to specific products, ideas, or services. Using advertising, an entrepreneur can communicate with prospective customers as well as keep already engaged consumers interested in their products so as to increase consumption. The simple idea behind advertising is to draw attention to a product. Customers want more than just a product, they want to know everything there is to know about it; from how it is made, to why it is made, what it is made for, and how it would make their lives better. Customers want more than objects; they want brands and enticing ideas. The non-personal relationship created by this process between the consumers and the product is very important, making advertising extremely relevant.
The history of advertising can be traced as far back as 3000 BC, when Sumerians invented pictograms representing sounds and ideas. It grew on the Egyptians who came up with outdoor advertising by carving public notices. In 1631, France ‘LA Gazette’ printed the first classified newspaper advertisements and took advertising to the next level. It has evolved from face to face communication in early days to repetitive advertisements on notice boards and later newspapers. Now, advertising is available as mass communications on radio, television, and on the internet. During the industrial revolution, technological advances increased and entrepreneurs were able to mass produce their merchandise and come up with new ones. They needed to create a large market for their products and this saw the need for advertising on a larger scale. No longer was word of mouth and simple notices enough to market their products. They needed a faster and more effective way not only to market their products but also to give thorough descriptions of their multiple products to distinguish them from each other.
With rapid industrialization came great competition among manufacturers. There was a need to take drastic measures in order for their products to sell. This saw heavy investments in advertising. The need for branding is the foundation of advertising. Manufacturers need to brand their products in order to distinguish them from the rest. Strong branding is invaluable as the battle for customers rages on. Advertising is an important weapon in this battle. It allows prospective customers to see a certain product not only as the better option among its competitors but also as the only solution to their problems and needs. Advertising is purely for informative purposes. It tells the consumer what products you are selling, what services you can provide and what your enterprise is really about.
Once consumers are made aware of a product through seeing an advertisement, an entrepreneur can only expect significant sales because the consumer is moved from understanding the product to liking it and connecting its benefits to their own personal values. There are literally thousands of ways for an entrepreneur to get a message to the consumers. It can be done through print media, broadcast advertising (radio and television), and online advertising through the internet; which is commonly referred to as digital advertising, among others. Advertising is aimed at increasing consumption through strong branding which is done through creating catchy slogans and unforgettable images.
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