Advertisement has infinite definitions. But for me an advertisement is an idea to serve the same purpose as stated in definitions. Aware, Persuade, Convince, Attract, blab la…are the traditional purposes of any advertisement. Now I would like to explain why I define advertisement as an idea. A manufacturer has a product to sell in the market. “What he does?” He outsources an advertising agency which will launch his product and look after the advertisement campaign to project the product to increase its sale. “What does an advertising agency does?” The ad agencies discuss the targets with the manufacturers. These targets are discussed with the creative team of the ad agency. Where the term “creative” comes there it is obvious that it has seriously something about idea. The creative team brain storms and chalk out various strategies. Those strategies are discussed with the manufacturer. With the mutual consent they agree upon a particular strategy and start executing it. Then after the advertisement campaign starts with an optimal media distribution. “What is crucial?” the idea that lays the foundation.
If the readers do not understand the concept I would like to quote an example over here:
A www.ebay.com TV ad showing many flowers with various high discount tags rushing towards a man. The man is surprised with so many discounts trying to catch up each discount. This is a TV ad “You can ask then where the idea is”. A flower represents something which is pleasant and the discount tags show the juice what a man like a honey bee can extract from it. This is an idea what we call it an advertisement.
I hope the marketing Gurus should do some research and get on to some new modern definitions. The traditional definitions have become obsolete with the time.