What Do You Mean Advertising?

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Advertising definitions provided by different authors and institutions  

The American Marketing Association recognizes the term advertising as: any paid form of non-personal presentation and promotion of ideas, goods, and services by a sponsor. This definition mainly explains what advertising is and helps to distinguish advertising from other communication initiatives with which it is often confused. Advertising is not the same as publicity.

Advertising is another form of communication such as press releases or public relations {p. press conferences) that the media cover on their own. Advertising that makes use of the mass media, whether in broadcast or print form, as a vehicle to carry the advertising message to its audience involves some payment in consideration by the advertiser for the use of media time and space.

Everything you need to know about Advertising: Definition, History, Nature, Characteristics, Objectives, Types, Importance and Examples

The modern age is an age of competition. To resist competition, manufacturers have to think of new and unknown uses for their products or find new buyers for their products.

To put it more clearly, creating demand is just as important as satisfying existing demand. For the creation of demand the most important thing is advertising.

We can define the term ‘advertising’ as:

Advertising is a paid form of mass communication that consists of the special message sent by the specific person (advertiser or company), for the group of people (listeners, readers or viewers), during a specific period of time, in the specific way to achieve the specific objectives.

Advertising includes oral, written or audiovisual messages directed at people with the purpose of informing and influencing them to buy products or act favorably towards an idea or institution.

Human Interest Copy

Human Interest Copy appeals to the emotions and senses of your prospects rather than the intellect and judgment. This ad copy defines the product for people rather than sticking to the facts. Human interest copy comes to sell part indirectly or reluctantly. It focuses on people’s eternal interest in themselves, their families and friends. The most important forms of human interest copy are: humorous copy, scary copy, predicament copy, and story copy.

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