Goals of Advertising

Advertising is "the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media" (Bovee and Arens, 1982). Key words in this definition that, when used together, separate advertising from other marketing tools are nonpersonal, paid, persuasive, and media. First, advertising is not personal because it lacks face-to-face communication, instead, it is directed to groups of people in a mass marketing effort. Personal marketing includes activities like door-to-door sales and seminars, which reach a limited group of people. However, advertising is designed to reach unlimited numbers of people, therefore mass marketing is used. Second, most advertising is paid for by sponsors, such as corporations or small businesses, but some advertising is free. Charity organizations and nonprofit organizations often do not pay for advertising, instead, their messages are presented at no charge, as a public service. Third, advertising is usually persuasive in nature as it urges people to d

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shipped directly to the consumers (Dirksen, 1983). Three main functions of advertising are product or institutional (nonproduct) advertising, direct or indirect action, and primary or selective advertising. Product advertising sells the product, while institutional advertising sells the organization. Direct action is the hard sell initiated by a close-out sale, a weekly special, or the like. Indirect action, the soft sell, might inform the audience about company expansion to a new product line (for example, Volkswagen's new design of a luxury car). Primary advertising promotes demand for generic products within a category, such as motorcycles or meat. Selective advertising promotes demand for a particular product, such as Honda motorcycles or Foster Farms beefsteaks (Dirksen, 1983). Advertising is not restricted to the promotion of tangible products (Throughout this paper the word products, unless otherwise stated, includes tangible products as well as intangible products such as services and ideas), but is also used to help sell intangible products such as services and economic, political, religious, and social ideas." The objectives of service advertising are much the same as in product advertising; but services are m
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Some common words found in the essay are:
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Approximate Word count = 1944
Approximate Pages = 8 (250 words per page)

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