Advertising
Advertising
Table of Contents
Se. #
Contents
Advertising
History
Media
Objectives
Techniques
Public service advertising
Social impact
6.1 Regulation
6.2 Critiques of the medium
6.3 Public perception of the medium
Future
Bibliography
Advertising
Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion.
“Advertising has developed and supported great industries, bulwarked-“or increased- “entire economies, and changed a sufficient number of human habits”. Advertising has different effects on consumers, it changes their perspective on what is, or is not, worth buying; what they buy, when they buy it and how much are bought. Advertising “symbolizes and concentrates in its image all that is considered good and bad in present day commercial and industrial capitalism in America.” When advertisers plan their strategies for the sale of a certain product, they look at who would use the item. If the product was make-up, the type of person that would use it would most likely be a woman, around the age of thirteen and up. The advertisers would then find an ideal looking woman to model for ads to show the makeup on a person and try to get women to use it. The way that the advertisers describe the model will also get your attention; they might say that she is not really beautiful until she puts on the makeup, or something along those lines. Advertising is an effective method of public relations communication for several reasons.
It is economical, making it possible to carry out a public relations message to a large number of readers at a relatively low cost per reader. It can be highly selective and concentrated on a particular segment of the public such as stockholders, suppliers, or opinion leaders. Intensive community coverage may be secured through the use of local newspapers, radio, or television advertising. Which will provide enough space to tell a complete story and inform and educate people. The advertiser can control the timing and space given a public relations message by buying a certain amount of time on the air, or space in a specific article or paper. Advertisers grab your attention with funny, or serious, statements and pictures. They aim at getting you to at least look at their article to see a picture or name of the product they are trying to get you to purchase.
Sometimes advertisers use just the product itself trying to get you to notice it, and maybe if you see it in the store you will know what it is. “Other advertisers have had to seek out the symbols, characters, brands and slogans with which they identify and advertise their product”. The slogans are aimed at being “catchy” so that you will remember them, and keep repeating, so you can remember it, and buy it. Advertising can then be a type of telephone effect, you say it in front of someone else they hear it remember it and start saying it themselves, then they say it to someone else and they remember it, and so on. So word of mouth was a reliable source, as well as the newspapers, radio, and television. “Vocal advertisement came first; visual second,”.
Advertising is used to promote goods, services, images, and anything else that advertisers want to publicize. It is becoming a major part of mass media. At times, we may view it positively, at other times we may just skip or ignore it. In order to attract audience, advertisers use various techniques on their advertisement to make people aware of the firms products, services, or brands. Although the methods used by advertisers are infinitely, they have a common goal to persuade those who may become their customers to buy their products. An excellent advertisement will create a deep impression on its potential customers through particular techniques.
History
In ancient times the most common form of advertising was word of mouth. However, commercial messages and election campaign