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Introduction to advertising
Often when we think of advertising, we just think
of great ads that make us laugh or engage us in
some manner. We tend to judge ads by these
simple criteria.
However, a far more powerful way to look at
advertising is by understanding that advertising
is a communication task, with specific
communication objectives, and therefore we
need to understand how communication works.
• The starting point is an audit of all the potential
interactions target customers may have with the
product and the company. For example,
someone interested in purchasing a new
computer would talk to others, see television
ads, read articles, look for information on the
intranet, and observe computers in a store.
• The marketer needs to assess which
experiences and impressions will have the most
influence at each stage of the buying process.
This understanding will help marketers allocate
their communication budget more efficiently.
• To communicate effectively, marketers need to
understand the fundamental elements
underlying effective communication.
On the basis of the communication importance,
there were eminent personalities who made the
communication models, which help a
marketer to understand, how he should go
about communicating his product to the target
• All these communication models are centered
on the three stages of the buying behaviour of
• The three stages are:
1. Cognitive stage
2. Affective Stage
3. Behaviour stage