The definition
Advertising is paid communication, where a business pays to put a message in front of a chosen audience to get them to know, consider or buy something. The key words are paid and chosen. You pay for the space or the attention, and you decide who should see it.
How advertising works
People rarely go from never hearing of you to buying in one step. Advertising moves them along a path, and different ads suit different points on it.
| Stage | What the person is thinking | What advertising can do |
|---|---|---|
| Awareness | I have not heard of this | Make your name and what you do familiar |
| Consideration | Maybe this could help me | Show why you are a good choice and give proof |
| Decision | I need to pick one | Make acting easy: a call, a booking, a purchase |
| Loyalty | Was it worth it? | Remind and reward people who already bought |
What makes advertising succeed
- The right people. A great message shown to the wrong audience does nothing.
- A clear message. Say what you offer, who it is for and what to do next.
- A place that delivers. The page or shop must match the promise and make buying easy.
- Measurement. Count real results, such as calls and sales, not just views.
The main kinds
Advertising appears in print, on radio and television, on signs and mail, and online through search, social, video and display ads. Each suits a different goal. See types of online ads explained, and the glossary for any term you do not know.