Hi,
Here I am presenting Q&A about advertising which help you to understand basics of advertising, Its uses and few companies as an example.
1. What is Advertising?
'Advertising is king of any business marketing' - Singhvi Online
Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement, or "ad" or advert for short.
2. How Advertising is used as a tool for business ?
Advertising is used by all the businesses and itself a industry where Worldwide spending on it in 2015 amounted to an estimated US$529.43 billion. Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("Big Five") advertising-agency groups are Dentsu, Interpublic, Omnicom, Publicis, and WPP.
Commercial ads often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.
Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, "Madison Avenue" advertising. Now scenario is changing day by day and adapting to new ideas introduced.
3. What are top 5 advertising companies ?
- WPP Group - WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It is considered the world's largest advertising company, as of 2019.
- Omnicom Group - Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City.
- Publicis Group - Publicis Groupe is a French multinational advertising and public relations company, and is the oldest and one of the largest marketing and communications companies in the world, by revenue, headquartered in Paris.
- Interpublic Group - The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Media brands, McCann World group, MullenLowe Group, and Marketing Specialists, as well as a number of independent specialty agencies in the areas of public relations, sports marketing, talent representation, and healthcare.
- Dentsu - Dentsu Inc. is a Japanese international advertising and public relations joint stock company headquartered in Tokyo. Dentsu is currently the largest advertising agency and the fifth largest advertising agency network in the world in terms of worldwide revenues. Dentsu bought Aegis in 2012 and formed Dentsu Aegis Network, which is headquartered in London and operates in 145 countries worldwide with around 45,000 employees. Dentsu Aegis Network is made up of 10 global network brands—Carat, Dentsu, Dentsu media, iProspect, Isobar, Accordant, mcgarrybowen, Merkle, Fountainhead MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands.
