Advertisement Introduction: Definition, Process And Types

By Indeed Editorial Team

Published 8 August 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Advertising is an essential aspect of marketing and sales plans because it allows companies to promote their products and services to current and potential customers. There are many approaches to advertising, and each method offers potential benefits for certain products, strategies and goals. Learning about advertising and its key components can help you determine how to create an effective plan. In this article, we share an advertisement introduction and overview and explain objectives, stages, sectors and types of advertising.

Advertisement Introduction And Overview

An advertisement introduction is an important step in understanding how advertising works and what to consider when developing a strategy. Advertisements, also called ads, are messaging tools companies use to persuade their target markets to buy a product or service. Advertising is one element of marketing, which includes all the methods companies use to promote their offerings. Unlike many other marketing approaches, it aims specifically to increase sales instead of form a relationship with a customer.

Advertisements are typically more straightforward and less personal than other methods so they can appeal to a wider audience. Effective advertising depends on creative ideas and processes that allow teams to develop ads that target their intended market. Successfully implementing ads involves placing them in media strategically and evaluating their performance to ensure they reach an audience that is likely to purchase the product or service the ad promotes.

Related: How To Write An Effective Advertisement: A Complete Guide

Advertising Objectives

The primary goal of an advertisement is to sell a product or service. To achieve this, advertising professionals consider specific objectives to encourage consumers to make a purchase. Here are the three key objectives they may incorporate into their advertising strategies:

  • Inform: Advertisements provide details about the product or service and how they can help the customer.

  • Entertain: Introducing information about the product or service in an entertaining or inspiring way can help advertisers get their customers' attention.

  • Persuade: Informing customers about the benefits of an offering in a way that elicits emotion may make them more likely to purchase the product or service.

Related: 12 Advertisement Types (With Their Uses And Benefits)

Sectors Of Advertising

The sectors of advertising include all those involved in completing each step of the process. They work together to produce successful advertising campaigns that benefit each sector. Here are the three parties involved in the advertising process:

  • Advertiser: The advertiser is the organisation that creates an advertising campaign to increase sales. Advertisers may promote products, services or events.

  • Agency: The agency is the firm an organisation may work with to develop effective advertisements. Some companies work directly with media outlets instead of using the service of an advertising agency.

  • Media: Media outlets are the platforms advertisers use to host their advertisements. Advertisers may run campaigns on one medium or multiple outlets, depending on their budget and goals.

Related: What Is A Medium In Communication? (With Types And Importance)

Stages Of The Advertisement Process

Creating, implementing and evaluating advertisements involves the following stages:

Planning

The advertising process typically begins with planning the campaign. At this stage, advertising teams may discuss the product or service the company wants to promote and determine how they might achieve it. This often involves performing a competitor analysis, conducting research on consumer trends and evaluating the company's current customer base. They can choose an advertising medium and establish a budget.

Related: How To Become An Advertising Designer (With Jobs And Salary)

Development

The development stage focuses on the creation and design of the advertisement, including features like copy, video, images and fonts. Teams may create many versions of an advertisement, evaluate each one and change features to align with the team's vision for the ad. After the final review, they can present the advertisement and strategy to management or the client for approval. Once approved, the team is ready to establish a timeline for the release of the ad and the duration of the campaign.

Related: What Is PPC? (Definition, Importance And Advantages)

Execution

The execution stage starts when the team has finished planning and designing the ad campaign. This usually involves reviewing every aspect of the campaign one more time, including the ad, the strategy and the timeline. The team then collaborates with an agency or media outlet to arrange for the ad's release. Once they send it to the media in its final version, the advertisement is ready for the media to release as scheduled.

Related: 35 PPC Interview Questions (With Example Answers And Tips)

Post-execution

During and after the campaign, you can conduct assessments to determine how well the advertisement performed. Choose some key performance indicators (KPIs) that can help you evaluate how your target market responded to the campaign and the effect their response had on revenue. KPIs like increased sales and return visits to the company website may be proof that the campaign was successful. You can also identify areas that may benefit from improvement so you can consider them when you create your next campaign.

Related: Top 10 Skills For A Media Planner And Steps To Improve Them

Types Of Advertising Media

Choosing a suitable medium or media for your advertisements is critical to ensuring its success. Some target markets respond more positively to certain media than others, so advertising professionals often perform research to determine where they plan to share their ads before creating them. Here are four areas of media to consider:

Print

Print is a traditional platform that can still serve as an effective medium for certain advertising campaigns. Companies that provide professional services like landscaping or construction often place ads in newspapers so they can target local customers. The investment required depends on your location, the type of print resource and the size and quality of the ad, but this medium is often an affordable option.

Related: 12 Types Of Journalism Jobs (With Salaries And Tips)

Digital

With many consumers doing a significant portion of their shopping online, digital advertising has become more popular. You can create online campaigns of any size, from sponsored social media ads to large-scale advertisements on popular streaming platforms. One advantage of digital marketing is that analytics tools can simplify the process of monitoring KPIs and evaluating the success of a campaign. They may also have a high return on investment (ROI) if the team considers market research when planning a digital advertising campaign.

Related: How Does OTT Work? Types And Why Marketers Use OTT Platforms

Outdoor

As a specialised form of print advertising, outdoor advertisements promote products and services in public places, such as neighbourhoods, roadways and shopping centres. This platform may offer companies a high ROI for certain campaigns, particularly if they have a local target market. The placement of outdoor advertising allows companies to reach a large audience, which can increase sales significantly. Examples of outdoor media include billboards, banners, vehicle wraps and yard signs.

Related: Outbound Marketing Vs. Inbound Marketing: Pros And Cons

Broadcast

Broadcast media is a broad term for any medium that transmits messaging instantaneously over satellite signals. The speed of broadcast advertisements is appealing to many companies, and it also provides the opportunity to reach local or national customers. Advertisements for broadcast media can have basic features like text or images or include advanced technology like high-quality audio recordings for radio or high-definition videos for television ads. Like other media, the cost varies depending on the platform and the type of ad you want to run.

Direct mail

Despite the rise in popularity of digital and technology-based advertisements, many companies find direct mail useful for advertising to their target markets. You might consider this media option if you want to target local customers, particularly those who have purchased the products or services you are advertising in the past. You can access the contact information in your customer database to send customers postcards or flyers about new offers or special deals. If you are starting a new company in the area, you might also consider using direct mail to inform local residents of your offerings.

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