Do you think advertising is too expensive?

The field of advertisement is a huge network. Under one category comes various other subcategories and divisions. It starts from the Media Planning, Client Servicing, Strategy Management, Creative Department, Production ,Public Relation and Marketing. Under one word many things fall together to create one Television Commercial or any other form of advertising. Mediums such as Banners, Hoardings, Bill Boards, Television, Radio and Newspapers comes into picture for advertising a product.

To get the product witnessed by the mass, the companies generally spend a lot of money which at times becomes really expensive depending on the final price of the product the company or the brand wants to advertise to the mass audience.

Nowadays, several companies, unlike the old traditional form of advertising are creating more and more concepts to reach the audience or so-called target customers.

But reaching the audience is not enough considering current scenario. Nowadays the advertising agencies make ad-films in order to create a piece of art or short film which emotionally or at times personally, connects the audience to the product. They also target several film festivals in getting entries through the ad-films they produce.

It's not just a business now, involving marketing the product rather it is much more than that. For example, we can take the Television Commercial of Fortune Refined Oil, particularly the hospital scene. The whole concept of the advertisement was to create an emotional opinion of the onlooker towards home cooked food. But for creating the atmosphere the advertising company made a full 4 minutes short movie which has cost crores of rupees to take a slot in the channels. Still, the company agreed because it reaches the audience in a specified target-oriented way and also touches everyone's heart emotionally making the product visible to the audience.

Gone are the days when companies were making ads in order to sell products and gain profits. Now the advertisements are made in order to portray a picture in the minds of the audience and at the same time creating a picture that stays long in the minds of viewers. This method covers the concept of A.I.D.A(Attention Interest Desire and Action) in advertising but not totally because these days the mass gives attention to the ads but not necessarily displays any interest. It totally depends on the desire for the product to be purchased. Therefore, the whole concept of A.I.D.A does not seem to be practically used in these days.

The ad-films are way too expensive as the companies are creating a number of ways to keep their stature high. A luxury advertisement always catches the audience's eyes which involve shooting in various outdoor locations costing a lot of money plus including the telecasting charges. Thus, advertising is a business done with crores of money involved.

Several companies demand various stylised locations for lightings and structures along with picturization of various scenes and backdrops for background effect, costing a lot of money. Considering all these, advertisements are becoming more and more expensive these days.

There are others means to promote the products also. It can be done through Public Relation process and Promotional Events. But since advertising is a medium that reaches to every corner of the globe, though there are limited customers to buy the product, reaching everyone is now the priority of most of the brands involved. Every brand wants to be in the market even if they are well established financially. They need to be in the minds of the customers or else there is a chance of sustaining a loss at the later stage of business. People remember things that they see again and again. Therefore in order to be remembered by the customers, the brands and the companies spend a huge amount of their budget in producing and running the advertisement in the channels including digital and social media. Their main aim is to reach the audience's attention and also keeps pace with different ideas and stories so that it can touch the viewer emotionally.

For example when we think of the advertisement of Fevicol, every time the word creative comes in our mind. The advertisement has been taken from the real life incidents and portrayed in such a format that it connects and makes people believe in that scenario even if it is not real. Fevicol is a very old brand but still, it spends a lot of money making its advertisement look authentic. The advertisement enhances the perception of the audience to expect new and creative advertisements from the brand.

It doesn't matter how much money is being used in creating a Television Commercial or Print Media Advertisements because to be in the competition of the present market, the companies have to come up with new ideas and thoughts.

Some of the companies that execute really meaningful and creative advertisements are Vodafone, Fortune Refine oil, Amul and even Fevicol. These companies try to reach the audience trough certain social messages that enhance the mass appeal.

Advertising has become too expensive these days but to create such a magnificent piece of art or to produce such type of idea, executing the whole thing in front of an audience along with various pre-production and post-production process, a lot of money is required. Therefore even if advertising is too expensive, the companies never hesitate to create such things because reaching a mass audience is always their main target.

Profit is very important to these companies after spending crores of money on the ads but first, the important thing is to establish themselves in people's heart and mind. Therefore in order to do that they have to spend a lot of money and in return, they get the audience's attention. Only after that, they can expect the interest of the audience for the product and later that desire might get the customer make a choice in buying the product.

Advertising is expensive but it is worth it.