Ferdinand Sabrina
The Essence of AdvertisingIn this preface, we emphasize that advertising is not merely about conjuring up captivating imagery or crafting clever slogans; it serves as a crucial business tool with the ultimate aim of facilitating product sales. Effective advertising doesn’t just capture attention; it generates sales. Contrary to it being an art form or a source of entertainment, the primary purpose of advertising is sales creation. It serves as an efficient means of selling a product. Advertising represents a form of communication through which companies persuade their audience to buy their offerings, typically utilizing various paid media channels such as TV, radio commercials, print ads, billboards, and more recently, product placement. Advertisements are strategically placed to reach the broadest and most relevant audience. Commercial enterprises employ advertising to drive product consumption, whereas non-profit organizations may employ it to raise awareness or encourage changes in behavior or perception. Advertising serves as a public notice aimed at conveying information and encouraging patronage or eliciting other responses.Defining Advertising in the Marketing ContextIn the marketing context, advertising can be defined as 'a paid form of non-personal communication about an organization and/or its products transmitted to a target audience through a mass medium.' Thus, it constitutes one form of promotional activity, distinct from publicity, sales promotion, and personal selling.The Evolving Role of AdvertisingThere exists a pervasive myth that advertising persuades individuals to acquire items they neither require nor desire. Indeed, the history of advertising is replete with fascinating examples of how people have been induced, persuaded, or seduced into purchasing new items that were once non-existent but are now considered essential. However, as individuals, communities, and cultures have evolved, so too has advertising, along with the sophistication of the audiences it addresses. Present-day audiences possess well-developed advertising acumen and can no longer be interrupted by banal, unengaging advertisements designed solely to 'push product.' Such approaches fail to capture their attention or influence their purchasing decisions.Ethics in AdvertisingEthics entails a set of moral principles governing an individual’s behavior or the conduct of an activity, while advertising constitutes a mode of communication between a seller and a buyer. Consequently, ethics in advertising refers to a well-defined set of principles regulating the manner in which communication occurs between the seller and the buyer. Ethics stands as the most paramount aspect of the advertising industry. While there are numerous advantages to advertising, there are certain aspects that diverge from ethical standards. An ethical advertisement refrains from falsehoods, fake claims, and maintains a level of decency. In contemporary times, advertisements often exaggerate, employing a significant amount of puffery. It appears that advertisers may lack an understanding of ethical norms and principles, struggling to discern between right and wrong.
