The meaning of advertising is something that inevitably relates to the daily lives of consumers, as advertising is an important marketing communication tool. It is a mass media process that occurs to persuade the desire to purchase goods or services. It defines the meaning of "advertising" as a mass communication activity that occurs to encourage consumers to have behavior that favors the growth of businesses.
Elements of Advertising
1. The advertiser is the owner of the product or service who desires to advertise and promote the product or service by agreeing to the expenses incurred from the advertising process and all product or service costs.
2. The advertising agency is an organization or company hired by the advertiser to promote the product or service and is responsible for designing and producing various advertisements.
3. Advertising media is the dissemination of information or the attributes of the product or service to the target group of consumers or customers, such as television, radio, newspapers, etc.
4. The consumer is someone who is willing to pay to purchase various products or services chosen from the needs and satisfaction of the consumers or customers through the advertising media of the product or service that helps them make decisions.
Advertising Segmentation by Target Audience
Advertising can be divided based on the target audience that the advertiser wants to reach, because all types of advertising, whether it be print advertising, television advertising, or advertisements on large billboards, have a focus on reaching a specific group of individuals known as the target audience, which can be broadly divided into two groups:
1. Consumer Advertising includes advertising to communicate news to consumers, with the aim for individuals or families to buy products and services for personal use or household use. The focus is on targeting the direct buyers of the products, or it can be focused on the users as appropriate. For example, toys advertising targets parents of the children who are buyers, rather than advertising to the children who are the players.
2. Business Advertising such as advertising to communicate information to buyers or users of products in non-profit organizations or government agencies, and since this type of advertising does not focus on the ultimate consumer but on communicating with buyers, which are organizations, agencies, and institutions. Therefore, this type of advertising is sometimes referred to as "organizational advertising". Since business advertising covers a wide target audience, it can be divided into four subcategories as follows:
- Advertising for the industrial segment is advertising that targets communication to individuals who act as buyers or users of materials or services for production into various products, such as advertising industrial goods like raw materials, machinery, lubricants, components, and office supplies, etc.
- Advertising for the trade segment is advertising aimed at intermediaries such as retailers and wholesalers, with the goal of getting them to buy products to resell to consumers. This type of advertising is mostly initiated by manufacturers wanting intermediaries to order their products and services for sale.
- Advertising for the professional group is advertising that aims to communicate to professionals in various fields, such as lawyers, accountants, doctors, and engineers. This type of advertising may be used to encourage these professionals to purchase certain products beneficial to their operations.
- Advertising for the agricultural group is advertising specifically targeting farmers, aiming to persuade them to purchase products being offered, such as tractors and pesticides, etc.
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