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The growth of the advertising industry in India is the reason behind the accelerating demand for advertising programs and advertising certification.
Advertising has a long history in the marketing world. In whichever direction you look, you will encounter some form of advertisement in the form of banners, commercials, billboards, pop-ups, etc. We have come a long way from the days of traditional advertising to digital advertising. Yet what remains true is its continuing reign at the heart of the marketing industry.
Wherever you go today, businesses are constantly trying to draw your attention. In this competitive space, advertising has become an influential tool for businesses to promote their brand, goods, and services to the audience. Advertising is a form of paid promotion where the sponsor (generally, a business) controls the content and the message. The aim is to reach out to the audience and influence some facet of their attitude and behavior.
Letās better understand advertising and its importance as a marketing tool.
Advertising has a history as long as civilizations and commercial activities. The earliest evidence of advertising has been traced back to the ancient civilization of Egypt. The written advertisement on papyrus found in the ruins of Thebes is known to be the first known written ad. The preserved ruins of Pompeii also show evidence of commerce, advertising, and even endorsement. Advertisements were manifest in diverse mediums such as wall paintings, oral advertising, and papyrus in the ancient world. It was the pre-printing era of advertising.
Modern advertising follows soon after with the advent of the printing press. It brought on the printing revolution and the systematic printing of uniform texts at an unthinkable rate. The invention of the Gutenberg press was the beginning of the printing revolution that, in turn, fundamentally transformed the advertising world.
Since then, there has been a rapid growth in newspaper and magazine publications beginning in London. Newspapers became a popular medium to make announcements promoting products through advertisements. Printed ads began to promote books and medicines.
As the nationsā economies expanded with the consumer society in the 19th century, advertising became increasingly popular, and newspapers continued to be the preferred medium for advertisers. The establishment of the first advertising agency in 1843 in Philadelphia, the US, founded by Volney Palmer, further changed how the industry functions.
As the products in the market were diversifying, producers and brands felt the need to establish their own brand identity. So arose brand advertising. The Sears direct mail campaign of 1892 is the first known instance of direct marketing in modern advertising. It helped generate brand awareness, recognition, and brand loyalty among consumers.
The 20th century saw the advertising industry expand further. It is known as the golden age of advertising. Print advertising countered challenges arising from other mediums- radio and television advertising. Advertising agencies began to play an even bigger role in the industry. The fieldās reliance on professionals such as psychologists and researchers and big data made advertising a scientific exercise since this period.
Nonetheless, it was the 21st century that led to a tectonic shift in advertising. The World Wide Web took the globe by storm, and online advertising became the mainstay of the advertising industry. The origin of digital advertising can be traced back to the worldās first digital banner advertisements in October 1994. The HotWired (present-day Wired.com) ad campaign saw 14 corporations participate in revolutionizing online advertising. They included prominent corporations like Volvo, IBM, Club Med, and AT&T, to name a few.
The dynamism of online advertising came to fruition with social media advertising which took targeted advertising to new heights. Social media platforms have become ubiquitous in the digitally-driven world and are at the forefront of digital media advertising. Facebook, YouTube, and Instagram are known for providing access to the target audience with accuracy and ease not possible before the advent of social media platforms.
We have come a long way from the word-of-mouth and papyrus advertising of the ancient world. Technological advancements like the printing revolution and the popularization of radio and television were boosts that introduced the golden age of advertising. But the Internet age has unleashed the full potential of advertising and its importance in a consumerist society.
Now that we have briefly outlined the long and illustrious history of advertising letās understand what it means.
The term advertising comes from the Latin word āadvertereā that translates āto turn toward.ā Advertising is a marketing technique to communicate with an audience to promote and sell a good, service, brand, or idea. An advertiser aims to influence the audience to take action that is generally beneficial to the business. It is a promotional activity that may target a specific niche audience or the general public regarding the subject of the advert.
Technological innovations have led to the rapid growth of advertising. New technology has introduced new mediums for its transmission. An advertisement (adverts or ads, for short) may come in many forms- newspaper ads, banners, video ads, radio, television ads, magazine ads, social media endorsements, catalogs, and leaflets.
The advertiser (or sponsor) has absolute control over the advertisementās content, no matter its form. It is their way of one-way communication with the audience through paid promotion. The advertising industry continues to consolidate its power with each historically significant transition that has taken place over its long history.
This ancient marketing technique continuously adapts and adopts new technologies to stay relevant and valuable. So let us learn more about the use of advertising.
For a marketing technique to survive over the centuries, it has to make itself invaluable. Advertising has done so, and it continues to adapt to changing times to remain useful.
Advertising has three main objectives- to inform, persuade, and remind. These objectives make advertising valuable in several ways, as we will find out in this section.
Given the many uses of advertising, it is not surprising that both small and big businesses allocate substantial resources to advertising.
Now that we have covered the use of advertising, it's time to explore the different types of advertising. Today advertisers have a range of options to choose the type of advertising that would benefit them the most. They range from print advertising to broadcast and online advertising.
Here we outline some of the most important types of advertising. We first look at the classification of advertising based on its audience reach.
Types of advertising are also differentiated based on the medium of advertising. They can be broadly classified as traditional and digital advertising.
Traditional advertising - This type of advertising uses traditional mediums to market to potential consumers like television, radio, newspapers, billboards, and pamphlets.
Broadcast advertising - It involves using mass communication media like television and radio to advertise the brand, products, or service. They are most likely to address the general audience. Nonetheless, it can be an expensive medium.
Direct mail advertising - In this type of advertising, the advertisement is mailed directly to the audienceās home or office as catalogs, brochures, and newsletters.
Print advertising - Before the emergence of digital advertising, print advertising was the most popular form of advertising, especially for small businesses. It includes magazine and newspaper advertisements, brochures, flyers, and leaflets.
Outdoor advertising (or out-of-home advertising) - Any form of advertising that you encounter outside your home is outdoor advertising. It includes billboards, transit ads, ads in venues with huge footfalls like sports stadiums, etc.
Digital advertising - Digital advertisement entails using the internet and social networking channels to communicate with the target audience. It became wildly popular with the invention of the World Wide Web.
Social media advertising - Social media platforms have an enormous reach. They have become essential for the advertising industry to reach a highly targeted audience. Platforms like Facebook, Instagram, and LinkedIn all provide the means for big and small businesses to communicate with their existing and potential customer.
Display advertising - Pop-ups and banner ads on websites help businesses reach new audiences. These ads aim to convert the audience quickly through their call to action (CTA) feature
Native advertising - It is a type of advertising where the advert's content matches the website's general content. The advertisement is very subtle in presenting itself as an ad and takes away the disruptive element of advertising.
Mobile advertising - The pervasiveness of mobile phones in society has made them the most omnipotent medium to reach potential customers anywhere and anytime. A mobile device with network and internet connectivity can help businesses communicate with their audience through SMS, videos, display ads, search ads, video ads, and social media.
Paid search advertising (or pay-per-click advertising) - Businesses can bid on specific keywords to appear at the top of search results when consumers enter them in the search engine. The business has to pay only when a person clicks on the ad.
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Associate Dean and Professor
Dr Krishna is the Associate Dean and Professor of Strategic Marketing at MICA. Armed with a PhD from IIT Bombay, he joined MICA as an Associ⦠Read More
Professor of Marketing Cambridge University
Previously the Director of Research at Imperial College of London, Jaideep is now a professor of Marketing at CJBS.
Adjunct Faculty & Senior Advisor MICA
He graduated as a "first MICAn" in 1996 and returned to his alma mater as a faculty. He co-created MICA's Digital Communication Management (⦠Read More
Professor MICA
Dr Anita Basalingappa is a professor in Marketing and Chairperson of Online Programs at MICA.
Professor MICA
She completed her PhD in Advertising Management and has spent almost 20 years teaching Marketing, Advertising and IMC-related subjects at MI⦠Read More
Chairperson & Co-founder, upGrad
One of the '25 Asiaās Most Powerful People,' by Fortune Magazine, Ronnie pioneered cable television, built the Media and Entertainment congl⦠Read More
CMO, Razorpay
As Razorpayās CMO, Karan led brand-building, strategic events and communications. He was also the Head of Marketing at OnePlus.
Head of Search Marketing, APAC, Google
Sakhee Dheer leads Search Marketing for Google in the APAC region. Before this, she led digital marketing at Facebook (APAC).
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I owe gratitude to everything I have learnt at my Digital Marketing course from MICA in association with upGrad. It was quite hectic in the beginning to keep everything in line along with the daily official schedule but eventually it got so interesting that I looked forward to learn more with each passing day. The well trained and knowledgeable faculties of MICA were very thorough in their teachings and always created an excitement to join the sessions and learn something new. I am very happy that I got the chance to learn and gain exposure to the live digital marketing atmosphere through this course.
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In the role of National Manager for Hospital Business, I was attending several global workshops during lockdown in 2020 where lot of new initiatives were taken in terms of Multi Channel Engagement with the Healthcare Professionals. Though I had 20 yrs of experience in Sales & Marketing, digital engagement was new for me. The Healthcare industry was adopting technology and new ways of working were being adopted both from the industry as well as medical fraternity. Experiencing the same I decided to pursue the Digital Marketing & Communication course with all the 4 specialization to enhance my knowledge and understanding so that as a senior manager I should be able to adopt and contribute to the new dimension of Healthcare, Pharmaceutical & Nutrition marketing. Once I onboarded on the journey, the concepts started becoming clear to me and I was able to contribute constructively in the Multi Channel adoption in our company. Four months down the line I got an opportunity to be the Multi Channel Engagement Champion for India coordinating with the Global team & all the cross-functional teams in India for driving all the initiatives. I really feel happy that I have taken up this course and have been able to uplift myself. With the learnings I am having through the Digital Marketing course, I am also able to implement my learnings in my job role. Honestly speaking, I was not very sure about how this course would help me in my career after 20yrs of experience, however now that I am on the verge of completion I realize that my decision was correct and it has opened a new dimension where I can leverage on my experience & the learnings from this course simultaneously.
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Advertising is a marketing technique that uses one-way communication to promote and sell goods and services to existing and prospective customers. They are a form of paid promotion where the advertiser controls the message. The content may be for a general audience or a niche group.
Advertisements communicate informative content to the audience that generates awareness and educates them regarding brands, goods, and services available in the market. As a result, the prospective consumer can make an informed decision regarding their choices and help boost sales of businesses.
Advertising has a three-fold objective: to inform, persuade and remind. The content and form of advertisements seek to influence audience action or perception towards a brand and its offerings. The ultimate objective is to promote a positive association between a brand and its customers.
Advertising performs several functions essential to the growth of a business. It introduces new products, helps build brand image, boosts sales, develops customer trust and loyalty, differentiates products, helps reach a large audience, and expands the consumer base.
There are several different types of advertising based on the medium. These include broadcast advertising, direct mail advertising, print advertising, television advertising, radio advertising, outdoor advertising, social media advertising, display advertising, native advertising, pay-per-click advertising, mobile advertising, retail advertising, podcast advertising, product placement advertising, and guerilla advertising.
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