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The consumers may not be conscious of the availableness of various goods in the market. The absence of information about goods is a good hindrance in the way of consumers buying them. The advertisement helps in communicating the users about the availability and usefulness of a variety of products in the market.
This can be said that advertising is a medium of impersonal sales efforts. It is the art of persuading human activity to purchase or seize one’s product or service. In simple words, it is a mass communication of information proposed to chase buyers to purchase products with an eye to exploit profits.
An advertisement is said to be victorious if it is capable of apprehending the interest of people and eventually manipulate their outlook supporting the advertiser by propelling them purchase the publicized product or service. An effective advertisement, therefore, must have the following traits: -
- It must make people look or see it.
- It must make people read it.
- It must make people comprehend it.
- It must make people trust and thus manipulate their mental attitudes.
- It must make people take action in the desired manner, i.e. to make them buy the advertised products.
The advertising qualities have been appropriately summed up as concentration value, indicative value, replication value, sentimental value, sincerity value, instructive value and intrinsic appeal value. To achieve the desired result, an advertisement should be straightforward, instructive, self-explanatory, truthful, exclusive, penetrating and realistic, wholehearted, short and comprehensive.
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Submitted by admin on Tue, 2007-01-30 05:11.