Azerbaijan Airlines Closed Joint

Stock Company National Aviation

Academy

Faculty: Aerospace
Profession: Aorospace engineer
Group: 2134a
Subject: Business and academic
communication in English
Theme: Advertising and its role in marketing
Student: Süleymanov Hüseyn
Teacher: Musayeva Püstəxanım Azər

Freelancing Number 1
Baku 2024
Advertising is a powerful tool that can help you attract customers, inform them about your
products and build customer trust. Most companies use some type of advertisement to help
them promote their products or services. Understanding what advertising is and why it's
important for organizations to use it can help you develop effective ads for your company.In
this article, we explore the importance of advertising and offer some tips for how to create
an effective advertisement.
What is advertising?
Advertising is any paid promotion of a product, service or idea meant to influence one or
more people. It can take place on several mediums, such as print, radio, television and
digital media. The main goal of advertising is to persuade someone to buy a project or
perform an action.
10 reasons why advertising is important
Advertising is an important part of trade and commerce for multiple reasons,
including:Increases sales
Advertising's main goal is to increase the number of people who buy your product. You can
achieve this by using advertisements to persuade customers that your product is high-
quality, useful or desirable. An effective advertisement can convince customers to purchase
your product, which may dramatically improve your overall sales.Informs customers
When your company introduces a new product or service, you can create an ad to inform
your customers about it. This allows you to show the new product to a large number of
people and create an interest for the release. Telling a larger amount of people about your
product release may increase the number of people who want to buy it.
Informs you about your competition
You can use advertisements to monitor your competition and learn about any developments
they make. When a competitor releases a new product or feature, they may create an
advertisement to inform their customers. This gives you the opportunity to develop
something new of your own or create a new advertisement detailing the features of an
existing product that addresses the same challenges.
Retains customers
Using advertising can help remind your customers about your brand and may encourage
them to continue buying your product. A customer who once used your product may see
an advertisement and remember their positive experience. This can motivate them to
purchase that product again or try other services from your company.
Increases employee morale
An effective advertisement may improve the morale of coworkers who see or hear about
it. People may find it easier to talk to potential customers about new products or services
if the customer is already slightly aware of them. A quality advertisement may also
increase a person's pride in their workplace.
Differentiates your brand
Because most products and services have multiple companies competing for customers,
your company may need to find ways to distinguish itself from competitors. Advertising
elements such as logos, color schemes, fonts and taglines are ways to establish a brand
identity and create a difference between your product and other companies. If a
customer recognizes or likes your brand design, that may increase the chances of them
purchasing your product.
Increases customer trust
Advertisements can increase familiarity and trust between a company and its customers.
If a potential customer sees multiple ads about your product, they may consider you a
trusted brand. You can also use advertising to address any concerns, which further builds
trust between your company and your customers.Related:
Advocate for your product
An effective advertisement informs a customer about why they should purchase that
item or service. Explain the benefits of your product and how it's different from your
competitor's. Detailing the advantages of your item or service in an advertisement
can help potential customers notice the benefits of your brand and may increase your
sales.
Focus on your target audience
Understanding your target audience can help you create advertising that interests
them and may increase your overall sales. Identify your target audience by reviewing
sales history or demographic information about your customers or by distributing
customer surveys. Then design advertising that appeals to them using research and
focus groups.
Establish a consistent image
A consistent image helps potential customers easily identify your brand. It may also
give them a feeling of familiarity which can increase the possibility of them buying
your product. Consider creating a brand image by choosing similar colors, logos,
images and general tone that you can use across your advertising materials.
Monitor your ads
After you release an advertisement to the public, you can monitor it to determine how well
your audience responds. You can use focus groups, surveys and analytics tools to help
measure the effectiveness of an advertisement. Once you have data about your ads, you can
use it to modify your marketing strategy.
The overarching strategic objective of advertising is to attract the attention of consumers to
the services offered by the business, as well as to establish marketing communication. Based
on the study of marketing experience, the following main objectives of advertising can be
identified:
Inform
This objective stands for informing client groups about the object of advertising and creating
interest in it. Advertising is used to inform consumers about new products, services, ideas on
the market. In this case, it implies the introduction of goods on the market, as well as the
search for mass consumers. The use of advertising in the early stages of production has a
positive effect on the quick sales of the product and its high appreciation.
Persuade
To successfully promote the production of an enterprise, a prerequisite is the conviction of the
superiority of products over other products and services. With the successful implementation
of the subject's activities, for the consistent management of products, advertising has a
positive effect on making the choice of consumers fall on this particular product among all
others.
The overarching strategic objective of advertising is to attract the attention of consumers to the
services offered by the business, as well as to establish marketing communication. Based on the
study of marketing experience, the following main objectives of advertising can be identified:
Inform
This objective stands for informing client groups about the object of advertising and creating
interest in it. Advertising is used to inform consumers about new products, services, ideas on the
market. In this case, it implies the introduction of goods on the market, as well as the search for
mass consumers. The use of advertising in the early stages of production has a positive effect on
the quick sales of the product and its high appreciation.
Persuade
To successfully promote the production of an enterprise, a prerequisite is the conviction of the
superiority of products over other products and services. With the successful implementation of
the subject's activities, for the consistent management of products, advertising has a positive
effect on making the choice of consumers fall on this particular product among all others.
Increase in Sales
One of the main goals of advertising is to encourage consumers to make frequent purchases. As a
result, it is envisaged to increase the number of retail outlets with products, as well as their free
movement in the market.
Increase Consumer Demand
The increase in consumer demand for the advertised product contributes to an increase in the
number of dealers in this product, as well as distributors who want to distribute it.
Consumers tend to think that all forms of commercial promotion constitute advertising.
However, in marketing and advertising, the term "advertising" has a very special meaning
that reflects its status as a distinct type of promotion. [2]
Several common themes emerge in the various definitions of advertising: [8]
* Firstly, advertising is a paid form of communication and is therefore commercial.
* Secondly, advertising employs non-personal channels (i.e. commercial mass media) which
implies that it is directed at a mass audience rather than at an individual consumer and is a
one-way communication mode where the sponsor sends messages, but recipients cannot
respond or ask questions about the message content.
* Thirdly, advertising has an identified sponsor.
In summary, given that advertising is paid, it is one of the many controllable elements in the
marketing program. Advertising is qualitatively different from publicity where the message
sponsor is either not identified or ambiguously defined, and different from personal selling
which occurs in real-time and involves some face-to-face contact between the message
sponsor and recipient allowing for two-way dialogue.
While advertising refers to the advertising message, per se, advertising management refers
to the process of planning and executing an advertising campaign or campaigns; that is, it is
a series of planned decisions that begins with market research continues through to setting
advertising budgets, developing advertising objectives, executing the creative messages
and follows up with efforts to measure the extent to which objectives were achieved and
evaluate the cost-benefit of the overall advertising effort. [9]
Advertising and organisational responsibilities
[edit]
Calvin Klein is one of a growing number of companies that uses an in-house agency for its
advertising and promotion.
In commercial organisations, advertising, along with other marketing communications activities, is
the ultimate responsibility of the marketing department. Some companies outsource part or all of
the work to specialists such as advertising agencies, creative design teams, web designers, media
buyers, events management specialists or other relevant service providers. Another option is for a
company to carry out most or all of the advertising functions within the marketing department in
what is known as an in-house agency. By definition, an in-house agency is "an advertising
organization that is owned and operated by the corporation it serves". [10] Its mission is to provide
advertising services in support of its parent company's business and marketing objectives. Well-
known brands that currently use in-house agencies include Google, [citation needed] Calvin Klein,[11]
Adobe, Dell, IBM, Kraft, Marriott and Wendy's. [12]
Both in-house agencies and outsourcing models have their own advantages and disadvantages.
Outsourcing to an external agency allows marketers to obtain highly specialised strategic, research
and planning skills, access to top creative talent and provides an independent perspective on
marketing or advertising problems. [
Whether a company chooses to outsource advertising functions to an external agency or carry
them out within the marketing department, marketers need a rich understanding of advertising
principles in order to prepare effective advertising plans, brief relevant agencies about their needs
and expectations or develop their own creative solutions to marketing problems.
Advertising's role in the promotional mix
[edit]
Customers rely on different types of marketing communications at different stages of their purchase
decision.
The promotional mix refers to the specific combination of promotional methods used for a brand, product or
family of products.[17] Advertising is best treated as a multiplier that can leverage other elements of the
promotional mix and marketing program. [18] Therefore, advertising must be considered as part of a broader
marketing and promotional program.
]

Therefore, advertising and other elements of the promotional campaign must be integrated to ensure that
consumers receive the right messages via the right channels at the right time, depending on the consumer's
readiness to buy.
In terms of integrated communications, the literature identifies different types of integration: (1) Image
integration refers to messages that have a consistent look and feel, regardless of the medium; (2) Functional
integration refers to capacity of different promotional tools to complement each other and deliver a unified,
coherent message; (3) Coordinated integration refers to the ways that different internal and external
agencies (e.g. web designers, advertising agencies, PR consultants) coordinate to provide a consistent
message; (4) Stakeholder integration refers to the way that all stakeholders such as employees, suppliers,
customers and others cooperate to communicate a shared understanding of the company's key messages
and values and (5) Relationship integration refers to the way that communications professionals contribute
to the company's overall corporate goals and quality management
On the surface, integrated marketing communications appear to be simple common sense.
Yet, a survey of brand advertisers carried out by the Association of National Advertisers
(ANA) revealed that while 67 per cent of marketers engage in integrated marketing
communications, just one third are satisfied with their efforts. [32] In practice, integrating
communications messages across a broad range of promotional formats and media
channels is very difficult to achieve.

Theories of advertising effects

[edit]
Advertising messages are all around us, yet the mechanism which leads from
exposure to brand advertising through to sales is not entirely clear.
Studies have repeatedly demonstrated a clear association between advertising and sales
response.[33] Yet the exact process that leads from the consumer of being exposed to an
advertising message through to a purchase or behavioral response is not entirely clear.
Noting the difficulties in explaining how advertising works, one theorist wrote, "Only the
brave or ignorant...can say exactly what advertising does in the marketplace." [34]
The advertising and marketing literature suggests a variety of different models to explain
how advertising works. These models are not competing theories, but rather explanations of
how advertising persuades or influences different types of consumers in different purchase
contexts. In a seminal paper, Vankratsas and Ambler surveyed more than 250 papers to
develop a typology of advertising models. They identified four broad classes of
model: cognitive information models, pure affect models, hierarchy of effect
models, integrative models and hierarchy-free models.[35]
Integrative models
[edit]
Integrative models assume that consumers process advertising information via two paths –
both cognitive (thinking) and affective (feeling) simultaneously. These models seek to
combine the type of purchase with the consumer's dominant mode of processing. [59]
Integrative models are based on research findings indicating that congruence between
personality and the way a persuasive message is framed.
 The FCB Planning Grid[66]
There are many integrative frameworks. [61] Two of the more widely used models are the grids
developed by Foote, Cone, Belding (FCB) (see below) and another devised by Rossiter and Percy, Info
and which is an extension of the FCB approach. [62][63] These planning grids are very popular with
advertising practitioners because of their ease of application. [64] processi
ng Thinking Feeling
Foote, Cone, Belding (FCB) planning grid
Type of
[edit] Decision
The FCB planning grid was developed by Richard Vaughan, who was the senior vice president at
advertising agency, Foote, Cone and Belding, in the 1980s. The planning grid has two dimensions, High- 1. 2.
involvement and information processing. Each dimension has two values, representing extremes of involvem Learn→F Feel→Lea
a continuum, specifically involvement (high/low) and information processing (thinking/feeling). These
form a 2 × 2 matrix with four cells representing the different types of advertising effects. [65] ent eel→Do rn→Do
The FCB planning grid gives rise to a number of implications for advertising and media strategy: [67 Low- 3. 4.
Quadrant 1: High-involvement/ rational purchases: In the first quadrant consumers learn about a involvem Do→Lear Do→Feel
product through advertising after which they develop a favourable (or unfavourable) disposition to ent n→Feel → Learn
the product which may or may not culminate in a purchase. This approach is considered optimal for
advertising high ticket items such as cars and household furniture. When this is the dominant
approach to purchasing, advertising messages should be information-rich and media strategy should
be weighted towards media such as magazines and newspapers capable of delivering long-copy
advertising.
Quadrant 2: High-involvement/ emotional purchases: In the second quadrant, audiences exhibit an
emotional response to advertisements which transfers to products. This approach is used for
products such as jewellery, expensive perfumes and designer fashion where consumers are
emotionally involved in the purchase. When this mode of purchasing is evident, advertising should
be designed to create a strong brand image and media should be selected to support the relevant
image. For example, magazines such as Vogue can help to create an up-market image.
Quadrant 3: Low-involvement/ rational purchases: The third quadrant represents routine low-
involvement purchases evident for many packaged goods such as detergents, tissues and other
consumable household items. Consumers make habitual purchases, and after consumption the
benefit of using the brand is reinforced which ideally results in long-term brand loyalty (re-purchase).
Given that this is a rational purchase, consumers need to be informed or reminded of the product's
benefits. Advertising messages should encourage repeat purchasing and brand loyalty while media
strategy should be weighted towards media that can deliver high frequency required for reminder
campaigns such as TV, radio and sales promotion .
Quadrant 4: Low-involvement/ emotional purchases: In the final quadrant, consumers make low-
involvement, relatively inexpensive purchases that make them feel good. Impulse purchases and
convenience goods fall into this category. The purchase leads to feelings of satisfaction which, in
turn, reinforces the purchase behavior. When this approach is the dominant purchase mode,
advertising messages should "congratulate" customers on their purchase choice and the media
strategy should be weighted towards options that reach customers when they are close to the point-
of-purchase such as billboards, sales promotion and point-of-sale displays. Examples of this
approach include "McDonald's – You Deserve a Break Today" and "L'Oreal- Because You're Worth
It".
Review the marketing plan
[edit]
A review of the marketing plan can be a relatively simple process, or it can involve a formal review,
known as an audit. The review or audit might consider such issues as prior marketing
communications activity, an evaluation of what has been effective in the past, whether new market
research studies are warranted, an outline of competitive advertising activity and a review of
budgetary considerations.
The marketing plan can be expected to provide information about the company's long and short-
term goals, competitive rivalry, a description of the target market, products offered, positioning
strategy, pricing strategy, distribution strategy and other promotional programs. All of this information
has potential implications for developing the advertising program. The advertiser must study the
marketing plan carefully and determine how to translate the marketing objectives into an advertising
program. Each advertising campaign is unique, so that the review requires a great deal of analysis
as well as judgement.
Advertising is an important part of marketing. Advertising is the dissemination of information
among the masses in various ways in order to draw attention to the object of advertising, create
interest in it or bring it to the market. More precisely, advertising can be called as one of the types
of marketing activities that promote sales. Large enterprises often employ advertising specialist
whose role is to stimulate production and manage sales trends. Their main focus is determining
the volume of the advertising budget and questions of the volume of sales expenses. With the
guidance of advertising specialists, designers develop brands that consumers’ remember and
recognize. Without advertising, the future does not shine for marketing. In other words,
advertising is the main tool for integrating market relations into the economic space.
The overarching strategic objective of advertising is to attract the attention of consumers to the
services offered by the business, as well as to establish marketing communication. Based on the
study of marketing experience, the following main objectives of advertising can be identified:
Inform
This objective stands for informing client groups about the object of advertising and creating
interest in it. Advertising is used to inform consumers about new products, services, ideas on the
market. In this case, it implies the introduction of goods on the market, as well as the search for
mass consumers. The use of advertising in the early stages of production has a positive effect on
the quick sales of the product and its high appreciation.
Persuade
To successfully promote the production of an enterprise, a prerequisite is the conviction of the
superiority of products over other products and services. With the successful implementation of
the subject's activities, for the consistent management of products, advertising has a positive
effect on making the choice of consumers fall on this particular product among all others.
Advertising is an important part of marketing. Advertising is the dissemination of information
among the masses in various ways in order to draw attention to the object of advertising, create
interest in it or bring it to the market. More precisely, advertising can be called as one of the types
of marketing activities that promote sales. Large enterprises often employ advertising specialist
whose role is to stimulate production and manage sales trends. Their main focus is determining
the volume of the advertising budget and questions of the volume of sales expenses. With the
guidance of advertising specialists, designers develop brands that consumers’ remember and
recognize. Without advertising, the future does not shine for marketing. In other words,
advertising is the main tool for integrating market relations into the economic space.
The overarching strategic objective of advertising is to attract the attention of consumers to the
services offered by the business, as well as to establish marketing communication. Based on the
study of marketing experience, the following main objectives of advertising can be identified:
Inform
This objective stands for informing client groups about the object of advertising and creating
interest in it. Advertising is used to inform consumers about new products, services, ideas on the
market. In this case, it implies the introduction of goods on the market, as well as the search for
mass consumers. The use of advertising in the early stages of production has a positive effect on
the quick sales of the product and its high appreciation.
Persuade
To successfully promote the production of an enterprise, a prerequisite is the conviction of the
superiority of products over other products and services. With the successful implementation of
the subject's activities, for the consistent management of products, advertising has a positive
effect on making the choice of consumers fall on this particular product among all others.
Increase in Sales
One of the main goals of advertising is to encourage consumers to make frequent purchases. As a
result, it is envisaged to increase the number of retail outlets with products, as well as their free
movement in the market.
Increase Consumer Demand
The increase in consumer demand for the advertised product contributes to an increase in the
number of dealers in this product, as well as distributors who want to distribute it.
Brand Attachment
A successful brand designed for a product or service grabs the attention of customers for a long
time. By convincing that it is possible to count on the long-term quality of the brand, the company
will be able to significantly improve its image, as well as contribute to the recognition of its brand
and logo.
Brand Recognition
One of the most important functions of advertising is to increase the company's awareness. This,
in turn, encourages consumers to be attracted to brand’s other products or another production
line in the future.
Advertising Agency Disadvantages:
 Cost: Hiring an advertising agency can be expensive, especially for small businesses or startups with
limited budgets.
 Lack of Control: Businesses may feel that they have less control over the advertising process when
working with an agency, as they rely on the agency’s expertise and decisions.
 Communication Issues: Communication breakdowns between the agency and the client can lead to
misunderstandings, missed deadlines, and ineffective campaigns.
 Turnaround Time: Depending on the agency’s workload, it may take longer to develop and execute
advertising campaigns than businesses expect.
 Quality Issues: The quality of the agency’s work may not meet the expectations of the client, leading to
a strained relationship.

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