Understanding Advertising & Marketing Essentials

Posted on Sep 20, 2025 in Marketing

What is Advertising?

Advertising is a form of communication used in marketing to persuade or influence an audience to buy a product, use a service, or support an idea. It appears on TV, the internet, radio, billboards, magazines, and other media.

What is Marketing?

Marketing is the set of strategies and actions that businesses use to bring their products or services to consumers. The goal is to understand consumer needs and offer solutions that lead to sales and customer loyalty. Marketing is based on the 4 P’s, which are four key elements:

Product: What is being sold (goods or services).
Price: How much the product costs.
Place (Distribution): Where and how the product is sold or made available.
Promotion: How the product is advertised and how customers are convinced to buy it.

Where to See Advertisements

Television: Commercials between shows or on streaming platforms.
Social Media: Sponsored posts on platforms like Facebook, Instagram, and TikTok.
Billboards and Posters: On streets, highways, and in shopping centers.
Magazines and Newspapers: Printed ads promoting products or brands.
Radio: Spoken ads between radio programs.

Perspectives on Advertising

Advertising is important because it helps businesses showcase their products and attract customers.

It can be entertaining and informative, especially on TV and radio.
Some people find advertisements annoying, especially when there are too many in a row.
Advertising influences what people buy and how they perceive products.

Effective Advertising Strategies

Companies use different techniques to make advertising effective and catch consumers’ attention:

Using images of happy families to create an emotional connection.
Presenting the product as something exciting and fun.
Including celebrities or influencers to add credibility and attract followers.
Repeating the message many times so people remember it.
Using catchy sounds and jingles to make the brand more recognizable.
Creating fun animated characters to appeal to children and make the brand more friendly.
Making the product feel exclusive so customers think it’s special or unique.

A Brief History of Advertising

Ancient Egypt: Merchants wrote sales messages on papyrus.
Ancient Greece and Rome: Wall posters advertised lost items and services.
Pre-Columbian America: Rock paintings promoted products.
Middle Ages: People used symbols and images to represent their trade and attract customers.
19th Century: Thomas J. Barratt, known as the father of modern advertising, used slogans and eye-catching images to increase sales.

Advertising in the 21st Century

Most people prefer ads with less text and more attractive images.
Many companies use consumer psychology to influence buying decisions.
Social media has changed the way advertising works, allowing for personalized ads based on people’s interests.

Key Advertising & Marketing Vocabulary

Advertisement: A message that promotes a product or service.
Advertiser: A person or company that commissions advertising.
Advertising: The process of creating and sharing ads to influence consumers.
Billboard: A large outdoor display advertisement.
Brand: The name and symbol that identifies a company or product.
Briefing: A short, focused meeting to share important information or updates.
Campaign: An organized series of advertisements for a product or service.
Client: A person who buys your product or uses your service, often in a long-term or professional relationship.
Commercial: A specific advertisement, often on TV, radio, or online.
Commercial Products: Items produced for sale in the marketplace, aimed at generating profit.
Customer: An individual who purchases or uses a product or service, not necessarily repeatedly or in a formal relationship.
Goods and Services: Products (physical items) and services (activities or benefits) offered to consumers to satisfy their needs or desires.
Logo: A graphic symbol that identifies a brand.
Management: The process of dealing with or controlling things or people.
Place: The location or method through which products are distributed and sold to customers.
Producing Information: Creating, managing, or organizing data or content to aid decision-making in production or marketing.
Promotion: Marketing strategies and techniques used to inform and persuade potential customers about a product or service. Key characteristics include communication and persuasion, targeting specific groups, using various channels (ads, social media), building awareness and brand loyalty, adapting to market changes, and focusing on both short-term and long-term goals.
Sales: The activity or process of exchanging goods or services for money.
Slogan: A short, catchy phrase that represents a brand or product.
Trade: The action of buying and selling goods and services.

Marketing & Advertising Job Titles and Roles

Ad Agency: A company specializing in creating and managing advertising campaigns.
Art Director: Supervises creative projects, ensuring designs align with brand identity.
Brand Manager: Responsible for the image and strategy of a brand; develops and oversees marketing initiatives that reinforce the brand’s leadership position, focusing on media strategies, public relations, and communication efforts.
CEO (Chief Executive Officer): The highest-ranking executive in a company.
Copywriter: Writes engaging and persuasive texts for advertisements and campaigns, creating compelling written content for ads, websites, and campaigns to attract and persuade the target audience.
Director of Marketing: The person in charge of creating marketing strategies; develops and executes brand strategies and marketing initiatives, focusing on revenue, profitability, and budget targets. Leads cross-functional teams and requires strong knowledge of marketing principles and practices.
Graphic Designer: Creates visual content such as logos, posters, and online media.
Head of PR (Public Relations): Manages the company’s public image and all aspects of public relations and publicity. Builds strong relationships with media outlets, communicates directly with the CEO, and oversees campaigns to improve the company’s public image.
Market Research Firm: Conducts surveys and analyzes data to understand customer behavior.
Marketing Assistant: Provides direct support to the marketing department, assisting with various marketing tasks, tracking media mentions, supporting customer service, and using relationship management tools.
PR Officer: Builds and maintains the public image of the company, communicating with media.

Common Marketing & Advertising Collocations

Customer Service: The department that interacts with and helps customers, handling consumer inquiries, complaints, or requests.
Marketing Strategies: Comprehensive approaches to achieving marketing objectives, including plans or methods to promote a product, service, or brand.
Media Mentions: Instances where the company is mentioned in the media (newspapers, TV, blogs, etc.), providing public exposure in various platforms.
Primary Responsibility: The main duty or task in a job.
Product Line: A set of related products under a single brand (e.g., a clothing line).
Strong Knowledge: A high level of understanding or expertise.

Marketing & Advertising Activities

Commissioning Advertising: Hiring agencies or professionals to create and distribute advertisements.
Creating Advertisements: Designing and producing promotional content for a product or service.
Doing Market Research: The process of gathering and analyzing information about target markets and consumer behavior to understand public wants and needs.
Drawing up a Marketing Plan: Developing a detailed strategy for promoting and selling a product or service.
Liaising with the Sales Department: Coordinating and communicating with the sales team to align strategies and goals.
Presenting at a Trade Fair: Showcasing products or services at a trade event to attract potential customers or partners.
Providing Assistance: Offering help or support to customers, colleagues, or other departments.
Providing Support for Customer Service: Assisting the customer service team in addressing client needs and resolving issues.
Reading Trade Magazines: Staying informed about industry trends, news, and best practices.
Showing Visitors Around the Company: Giving tours to visitors or clients to showcase the company’s facilities or operations.
Speaking to Journalists: Communicating with media representatives to share information about the company or products.
Talking to Customers: Engaging directly with clients to understand their needs, feedback, or concerns.
Tracking Media Mentions: Monitoring how a company, brand, or product is being discussed in the media and on social media.
Writing Press Releases: Creating official statements to communicate news or updates to the media.