Advertising promotes a product, service or event to its target audience. A target audience is the portion of the general public that products, services or events were created for to fill a desire or need in the marketplace. Advertising is written by advertising copywriters and finished with artwork by graphic designers. The channels advertising is run through to reach its target audience includes Internet, print, broadcast, outdoor and point of purchase (POP).
Point of purchase advertising materials are located in stores and often consist of large cardboard displays located in the aisle in which the product is stocked. This type of advertising is designed to grab the attention of the shopper and direct him or her to the promoted product. There may be a coupon to further encourage a purchase. Outdoor ads are those on buses and bus shelters, benches, billboards and other outdoor locations. They have to compete with their surroundings to get the attention of passers-by and must be simple, eye-catching and straight to the point.
Broadcast ads are television and radio commercials. While television commercials draw attention to the promotion of products and services by the use of pictures and sound, radio ads must reach the target audience solely through the power of sound. Direct response television commercials don't just promote a brand for consumers to look for next time they go shopping, but rather have a direct call to action message such as "Call 555-4321 NOW to receive your gift-boxed deluxe set of Mr. Sharpe Custom Edge Chef's Knives for the amazing price of only $19.99! The first 200 callers will also get the Professional Quality Chef's Knife Sharpener absolutely free, but you must call right NOW at 555-4321 to qualify for this amazing, time limited bargain offer!"
Print advertising refers to ads in printed form such as those in magazines, newspapers and fliers. The copy and artwork must work together to hold the reader's interest. Advertisers advertise their products or services in publications that are read by their target audience — that is, the people most likely to want, need and buy their particular product or service. Print advertising can also include community directories such as those published by a city's chamber of commerce, posters designed to advertise and promote an upcoming event and direct mail promotions mailed to consumers' homes.
Internet advertising includes ads on websites, whether these are the small click-on types or the colorful banner advertisements at the top of a website. Internet marketing is the use of websites to market products or services to consumers or other businesses. Email marketing reaches potential customers through emails containing product information and special offers.