What Is Advertising? A Beginner's Complete Guide from Basics to Applications
From television and smartphones to billboards on the street, our lives are surrounded by advertising of every kind. Yet when asked "what exactly is advertising?" or "what types and methods of advertising exist?", many people find it surprisingly hard to explain.
This article offers a clear, thorough explanation — from the basics of what advertising means and how it is defined, to the major types of ads and advertising methods, and the flow and cautions beginners should keep in mind when running their first campaign. If you are about to start advertising or want to organize the fundamentals of marketing, please read on.
Advertising refers to the activity in which a company or individual pays a fee to communicate a product, service, or piece of information widely to many people, in order to prompt actions such as awareness or purchase. As the word suggests, the basic meaning of advertising is to deliver a message you want to convey to a large, unspecified audience.
A commonly cited definition of advertising is "an activity in which an identified sponsor uses paid media to communicate products or ideas non-personally to many people." The key point is that who is sending the message (the advertiser) is clear, and that media space is used in exchange for payment. This is the major difference from word-of-mouth or news coverage.
Advertising: An activity where you pay to purchase media space, and the advertiser controls the content and timing of placement.
PR (Public Relations): An activity that aims to have the media report on you through press releases, interviews, and the like. There is generally no fee for the placement itself, but the content and whether it appears at all are hard to control.
Promotion: A broader concept that includes both advertising and PR — the overall set of activities for making a product or service widely known.
Whether you "pay to buy space and can control the content yourself" is one useful yardstick for distinguishing advertising from other approaches.
Advertising is not merely a means to "sell products." Depending on the purpose, the role it plays changes. Typical purposes of advertising include the following.
Before running an ad, clarifying the purpose — "what am I doing this for?" — is the first step toward effective advertising.
There are a great many types of advertising, with various advertising methods depending on the medium and the goal. Here we organize the major ones into three broad categories: "mass advertising," "web advertising (internet advertising)," and "other advertising."
Television, radio, newspapers, and magazines have long been called the "four mass media," characterized by their ability to deliver a large amount of information to a large, unspecified audience at once.
With the spread of the internet, web advertising is currently the fastest-growing advertising method. Its major appeal is that you can start with a small budget and measure performance in fine numerical detail.
Beyond the above, there are ads we encounter in various places throughout daily life.
Among the many advertising methods, web advertising is the easiest for beginners to start with a small budget. Here we introduce the basic flow of placing an ad in four steps.
First, clarify the goal — "do you want to expand awareness?" or "do you want people to buy?" — and the target, "who do you want to reach?" If this is vague, your choice of medium and your message will become unfocused.
Match the goal and target to choose an appropriate advertising method from among listing ads, SNS ads, display ads, and others. If you are targeting an audience that already has high purchase intent, search ads are suitable; if you want to reach an audience that does not yet know your product, SNS or display ads are a better fit.
Decide your daily and monthly budget, and prepare the ad's text and images (creative) and the landing page. Because web advertising can start with a small budget, it is best to first test on a small scale and observe the response.
Once the ad is running, check numbers such as impressions, clicks, and conversions (results). By adjusting the target and ad content while watching the results, you can gradually improve cost-effectiveness. This "measure and improve" process is the greatest strength of web advertising.
Once you have the basics down, keep these more advanced perspectives in mind to further boost effectiveness.
Note that advertising is subject to legal rules such as Japan's Act against Unjustifiable Premiums and Misleading Representations and the Pharmaceuticals and Medical Devices Act, and exaggerated expressions or representations that differ from the facts are prohibited. Especially in fields such as medicine, health, and finance, you need to be very careful with your wording.
Advertising is the activity of paying a fee to make a product or service widely known to many people, prompting actions such as awareness and purchase. Its types are diverse — from mass advertising such as TV and newspapers to web advertising such as listing, SNS, and display ads — and it is important to choose the appropriate advertising method according to your goal and target.
For beginners, it is best to first experience the flow of "decide the goal → choose the medium → place the ad → measure and improve" with web advertising, which can be started with a small budget. After understanding the basic meaning and definition of advertising, choose ads that fit your own goals, and keep improving while watching the data.
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