What are the characteristics of advertisements?

Advertising is the product of the development of commodity economy. Since human beings have exchanged goods, customers and markets, there have been advertising activities. The simple explanation of advertising is "advertise widely", and its purpose is to attract customers, communicate the relationship between production and consumption, and make the supply and demand channels smoother.

Modern advertising has the following characteristics:

First of all, advertising is a purposeful and planned means of information dissemination.

Advertising must be combined with marketing activities, and the ultimate goal is to persuade consumers to buy the goods or enjoy the services advertised. In short, advertising is a kind of commercial behavior with the ultimate goal of selling goods and making profits. Advertising shows the nature, quality, function and advantages of goods to the target consumers, and then moves and persuades consumers, influences and changes consumers' ideas and behaviors, and finally achieves the purpose of selling the goods of advertising enterprises. Advertising is different from general promotional activities. Promotion means that the seller directly shows the goods to the buyer and communicates with the consumer face to face, while advertising persuades the consumer through the media. The result of its persuasion is naturally to let the goods finally sell. All information provided by advertisements should be valuable to the public, that is, it can spread information, guide consumption and meet the needs of consumers.

Second, from the perspective of enterprise management, advertising is an investment activity.

As mentioned above, advertising is a purposeful and planned means of information dissemination. At the same time, advertising must also pay a certain economic price, with specific media and public propaganda tools. The capital invested by an enterprise to achieve a certain goal and expect a certain return is often regarded as investment. Such as machinery, factory buildings, warehouse facilities, etc. They are all regarded as investments, and their value will depreciate in a certain proportion with the extension of their existence time. However, not all the money invested in advertising activities can produce immediate sales results. Therefore, most advertisers should list advertising fees as expenses. With the formation and development of modern advertising concept, more and more people think that advertising activities should be regarded as enterprise investment behavior.

From the perspective of creating value, the investment effect of advertising is generally reflected in two aspects. One is the consumption value of advertising, which depends on the consumption benefit of advertising, that is, consumers accept advertising information, have a sense of identity with advertising and actively buy it; On the other hand, it is the production value of advertising, which depends on the realization of advertising consumption value. Advertising can only achieve the purpose of advertising promotion and profit if it meets the needs of consumers first. Especially commodity advertisements, only by realizing commodity sales can we achieve the purpose of reproduction. If advertising activities are regarded as investment, then the requirements and views on advertising will naturally change. From the perspective of investment, advertising should combine the pursuit of long-term interests with immediate interests. Advertising is a future-oriented behavior with certain risks and predictability.

Third, advertising is a communication process.

Communication is the transmission of information and the exchange of ideas between the sender and the receiver of information, so as to achieve some knowledge. Therefore, communication is a two-way activity, not just a one-way influence process of one party on the other. Advertising is a two-way communication, because advertisers transmit advertising information to target consumers through mass media to persuade and induce consumers to buy advertising goods. Only when the target consumers accept the advertising information, that is, they think the advertising information is authentic and agree with the views conveyed by the advertisement, can the advertising information play its role, thus realizing the advertising communication process. Communication in advertising is different from face-to-face interpersonal communication. First of all, advertising is a communication activity through TV, newspapers and other mass media; Secondly, the target of advertising communication is consumers with the same needs or characteristics, not individual consumers; Third, advertising is not just an ordinary communication, but a persuasive communication. The purpose of advertising is to influence consumers' brand attitude and buying behavior, and to guide and persuade consumers to buy the goods in advertising. However, it is an extremely complicated and arduous task to influence people's attitudes and behaviors. To accomplish this task, we should not only make the target consumers receive the advertising information, but also take certain persuasion measures to make the target consumers accept the advertising information and finally buy the advertised goods.

Fourth, advertising needs creativity and strategy.

Advertising production and publicity should meet the needs of consumers, attract their attention, arouse their interest and stimulate their desires, so as to realize their consumption behavior. At present, in the advertising market, the competition for consumers' attention is becoming more and more fierce. Consumers face the impact of hundreds of advertisements every day. If you want to win a place in the minds of consumers for the products you promote among many commodity brands, then advertisements must be creative. The essence of creativity is to better convey the information contained in advertisements and have a greater impact on the objects of appeal. Good ideas must be generated under the guidance of clear information strategies. Without any strategic guidance, even if it is unique, it is difficult to become a good idea. Therefore, in the link of advertising creativity, the appeal strategy and performance strategy of information advertising should be paid enough attention.