Advertising is one of the components of marketing process. It is a non-personal and paid activity of attracting the target audience to promote an advertising message of a product or service by firms, association, non profit organization and individuals in any one of the delivery mechanisms such as

  • Television
  • Radio
  • Movies
  • Magazines
  • Newspapers
  • Sporting events
  • Billboards

The principles of advertising that includes:

  • Act as an aiding tool to foster creativity in advertising campaigns
  • Advertising evaluation helps to determine which ads are the most effective
  • principles of advertising shows the way to improve the performance of the advertisement

Forms of Advertising

There are different forms of advertising being practiced in the market place such as:

  • Advocacy
  • Reminder
  • Outdoor
  • Comparative
  • Direct-mail
  • Point-of-purchase
  • Institutional
  • Persuasive
  • Cooperative
  • Specialty advertising
  • Informational
  • Product


Advertising Objectives are the accomplishment of the advertising communication to a specific target audience during a given time frame. The cofour objectives in general:mpany usually advertises in order to achieve any one of the following

  • Brand Switching concept
  • Trial
  • Continuity
  • Switching back


After finalizing an advertising objective, companies should work on advertising budget for each one of its product lines taking into consideration the factors such as

  • Competition
  • Market share
  • Brand recall
  • Product differentiation
  • Different stages of product life cycle to promote their product or services

Select the Right Advertising Approach

After deciding an advertising type, the company has to choose the type of approach to carry the advertising message to the target audience. There are four types of approach namely

  • Frequency
  • Reach
  • Media timing
  • Media impact

Advertising Evaluation

After showcasing the advertising campaign, companies have to evaluate the effectiveness of its advertising. Thus, advertising research is one kind of marketing research to determine the effectiveness of its advertising. There are two types of advertising research to evaluate those advertising campaigns namely

  • Pre-testing approach
  • Post-testing approach

The world's famous advertising research companies are

  • Ipsos
  • Millward Brown
  • Decision Analyst
  • Perceptive


There are few limitations of advertising in spite of communicating the message to the target audience such as

  • Can't standardize the advertising campaign approach and evaluation methods too
  • Advertising message cannot be focused to meet individual customer's needs and wants
  • Non-affordability of cost factor for small and medium companies to use advertising
  • Inability to provide deep insights about a product or service


Thus, adverting plays a vital role in promoting a product or service of any company who would like to reach their target audience with a relevant advertising message. It's a life blood of any product success in the market place. It's the responsibility of the companies to choose right advert suing agency, right message to reach out to right target audience to get a good brand recall and gain high market share of its products or services.