The Main Purpose of Advertising
The main goal of advertising is not what you think.
As long as people were making products, advertising people have been there to tell them how to sell. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form. These are present to this day in many parts of Asia, Africa, and South America.
In ancient China, the earliest advertising known was oral, using bamboo flutes to sell candy.
Ruby and Matt, people behind Stone Media Consulting, have 40+ years of marketing and advertising experience. As marketers and advertisers, it is important to set expectations of the people who trust us with getting their names and products out into the world. The goal of every advertiser is to sell their product or service. It is why people are in business. Without sales, the doors close for good.
Recognition and Trust
It is important to understand what the main goal of advertising is, and oddly enough, it is not to sell.
The main goal is to call the public’s attention to your business, product or service for the purpose of selling. There is a very slight but distinct difference between selling and promoting for the purpose of selling.
Promoting your business makes your customers aware of your product or service. The message you send attempts to convince customers that your product or service is right for their needs. It creates a desire for your product.
If you look at some of the best and most effective ads out there, look at what the message is. The message is there to enhance a company’s image, announce new products or services, and reinforces other sales messages, such as billboards that support a new television campaign.
Ads draws potential consumers to your business and if there is a strong call-to-action, the advertisement, it invites the consumer to take the next step, such as call now, or request a sample, etc.
Advertising has been around for as long as it has because it works incredibly well, but there is an art to it. It takes planning and strategy. You don’t just put out an ad that says BUY THIS NOW! It is vital to build a relationship with the consumer. You must gain their trust and let them know why your product is the one they need. With social media, the public has never been more accessible. People are there waiting to interact.
Advertising has also never been as complex. With traditional ads like TV, Radio or print, you place the ad, and it is out there, but with digital, it is interactive. You are going to hear back from people and if you message is bad, they have no problem with letting you know. Advertising costs on social media are incredible affordable for small business and startups that could not afford the price tags associated with traditional advertising, but just because you can do something easily, it does not mean you should just jump it. Regardless of the medium, advertising takes planning, nuance and experience.