Is Online Advertising A Big Scam?

Fail to advertise and you will fail indeed! Advertising is one of the oldest forms of public announcement and occupies a vital position in a business's promotional mix.

The American Marketing Association advises the following, "Advertising is any paid form of non personal presentation of ideas, goods and services by an identified sponsor." However, I would also add that advertising also includes non paid for methods. There is much to be said for guerilla marketing techniques which can cost little to nothing. Free Advertising can be very effective if properly executed.

To advertise means to inform (seen as the flow of information about a product or service from the seller to the buyer). Advertising does not end with the flow of information alone as It goes further to influence and persuade people to take a desired action - like placing an order to buy a product. This can be as simple as a conversation between two people or as sophisticated as a full blown advertising campaign including online methods, television, radio, and print media.

The competitiveness of the consumer market has become ferocious with a new brand being born daily. Regardless of the category of product you are seeking, be it consumer durables like refrigerators, air conditioners, washing machines or fast moving consumer products (FMCG) the number of brands available is truly mind boggling. It is the prime concern of every marketer to promote their product as a shade better than the competitors'. This is where advertising separates the professionals from the amateurs!.

The simple act of informing a customer that a brand exists is not enough. Your advertising should be target marketed towards the prospective purchaser in such a way that it forms a positive impact on the customer and creates brand recognition that burns the memory into the prospects mind..

Marketers generally target advertising campaigns at the groups of customers:

• First Time Product Users - Customers who aren’t using that product category at all. The aim is to convince them to try that product. Demonstrate the features and benefits
  

• First Time Brand Users - Consumers not using a particular brand but possibly using a competitor's brand. The aim here is to convince buyers to switch from the competition product to theirs. Demonstrate your features and benefits vs. theirs.
  

• Regular Brand users – These are buyers already using the brand. The aim is to remind the customer of the brand's benefits and maintain market share.
  

This article has links to help guide you to some effective advertising sources. There will be more to come on how and where to find marketing resources for your online business.