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action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various media; including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that a single message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketer s target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted advertising. Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve. Definition 1.The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media.(Arenes (1996) 2.Any paid form of non-personal communication about an organisation, product ,service, or idea from an identified sponsor.( Blech & Blech (1998)
. ( Lamb. services.Advertising ensures that the sales of the business increase. service. Advertising is an important aspect of promoting almost any product. This continual process that is bought about by advertising eventually leads to increasing demand and eventual scarcity of resources. person. product. WPP Advertising says to people. The .( bearden.Leo Burnett I do not regard advertising as entertainment or an art form. Neo-classical economists and modern economists often criticize advertising by calling in a profession that creates awareness about a product in the consumer's brain. (Wells . person or ideas. but as a medium of information. & Laforge (1998) 5. establishment. Most of the dictionaries also refer to advertising as. ( Zikmund & d'amico (1999) 6. The element of the marketing communication mix that is non personal paid for an identified sponsor. Here's how to get it.Paid non -personal communication from an identified sponsor using mass media to persuade influence an audience. Hair & Mc.Jeremy Bullmore. . service or brand. burnett. y y y y an activity that involves the public promotion of goods and services. . brand. Director. Impersonal .3. Ingram. The following article is a brief and comprehensive elaboration of advertising and the crucial role that it plays in the business world. company or firm) Thus. Here's what it will do for you.David Ogilvy Importance of Advertising When a brand is to be popularized. 'Here's what we've got.An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organisation or product is identified in some way. the entrepreneurs realize the importance of advertising. Moving on to importance of advertising« Why is Advertising Important? The aim of any business is to maximize the sales of that business. one way communication about a product or organisation that is paid by marketer. Daniel (2000) Advertising is any paid-for communication overtly intended to inform and/or influence one or more people. from the above definition it can be concluded that advertising is a task that involves making the public aware and conscious about the subject that is being advertised. or a brand or a company or an establishment a business of drawing public attention to goods and services and their merits a process that calls attention to a particular good or service a process that makes publicity for a said subject (such as a good. This maximization results into a lot of revenue and profits for the company. which eventually leads to a craving to own that product. & Moriaty (1998) 4. & disseminated through mass channels of communication to promote the adoption of oods.
Therefore. when you create advertisements you should try to keep the message consistent with the message of the marcom strategy. Coke or coca-cola is a house hold brand name. when a person feels the need to purchase something. new introduction sales. In such a case. they pay attention to its newer advertisements and the probability that the person will buy the product will increase. Such offers result into a spurt of sales and are quite instrumental for clearance sales. Such popular brand names have huge customer base that is loyal to the brand and continues to purchase the product for a prolonged time period. Importance of Advertising in Marketing Apart from gaining a loyal customer base. people know about the product and when they known about the product. It is often said that reputation gained and maintained due to advertising helps out the business through out the life time. The pricing details often generate an interest and the process of money planning. With your advertisement being present on the web. etc. Today. advertising is often successful in marketing the brand and conveying financial details about the brand to the consumers. plays quite a comprehensive role in marking policies. Characteristic of good advertising 1. a need and craving to purchase and own the commodity. starts ticking in the person's mind. people become aware about its existence and as mentioned above. advertising not just optimizes sales and product promotion but the goodwill of the specific brand that is earned is an important asset. Thus. A well known brand not only has a good customer base but it is a great ground to introduce new products under the same banner. re-release sales. Advertising thus. Such a customer base also introduces the product and brand to many other people. If it differs from the other components of the strategy. Importance of Advertising in Business From the business point of view. . financially speaking online marketing services are much more convenient for consumers and cheap for producers as it drastically brings down the cost of advertising. Creation of awareness is the primary objective of any advertisement. Importance of Advertising on the Internet There is a significant importance of online advertising due to the fact that an online advertisement results into global awareness. then is not meeting the goals of the strategy and perhaps creating unintended results or messages. Advertising must be an extension of a good marketing communication strategy. his first reaction is to search the web. Offers such a buy 2 get 1 free or discounts are introduced to the consumers successfully through advertising. there is a high possibility that the consumer is going to purchase your product. Same is the case of Pepsi. When advertising creates awareness. For example. The logic behind that is simple. when any product is advertised. To conclude the paragraph it can be said that advertising helps business gain loyal customers as well as a good platform in the entire market. In fact. there is a very high probability that people are going to purchase the new product out of curiosity.second importance is that the product which is sold under the banner of a specific brand also becomes a household name.
Basically for persuasion : Advertising aims at persuasion of potential customers. For example. slogan. cool advertisement that they fail to effectively deliver a message that will facilitate the success of their marketing communications strategy. Advertising is a form of paid communication. the consumer will have a negative view of the company. so check back for those. not to have advertisements that look amazing and win all kinds of awards. If your advertisement says your car can go 0 to 60 in 1 second. It is essential to find what the consumer needs and then to direct your advertising messages to those needs. There are many ways of doing this. 4. prices. 5. advertising on family planning. The awards for your creativity won¶t sell your innovations. I plan on doing some blog entries on getting consumer¶s attention in the future. However even in advertising target consumers or target market can be selected for making an advertising appeal. given in the advertisement. services and ideas : Advertising is basically for giving information to consumers. 3. The information supplied gives education and guidance to consumers and facilitates correct selection of goods by them. lack of sound and many more. You can use humor. Advertising needs to be relevant to the consumer¶s needs. and instructions to be followed while using the product are given in the advertisements. Advertising gives new ideas to consumers as its contents are meaningful. instead of the consumers. therefore. The aim is to make the ideas popular and thereby to promote sales. No one likes being deceived. Gives publicity to goods. Consumer¶s tend to block out advertisements. etc. and values. The advertising message and brand name are also given. wants and values. Being honest is not only ethical. and life insurance is useful for placing new ideas before the people. family welfare. it is also the intelligent way of doing business. creates desire to have the same and finally induces consumers to visit the market and . It is getting harder and harder to get a consumer¶s attention these days. He pays for the advertisement and naturally he decides the size. 3. Sometimes advertisement creators get so caught up in designing a creative. 2. Features of Advertising 1. 4. This information is always related to the features and benefits of goods and services of different types. sound. wants. then your product better be able to meet that promise. Advertising should be truthful. Advertising provides information : The basic purpose of advertising is to provide information about products/services to prospective buyers. Advertising attracts attention towards a product. 5. benefits. Marketers often create advertising that is stated in a way that relates to the marketer¶s needs. This rule is applicable to all advertising media including press. In advertising. The details of products such as features. The final outcome of your advertising efforts should be to sell your products. uses. you should design your advertisements in such a way that it cuts through all the other things that are trying to get the consumer¶s attention as well. so you need to try and find a unique way of getting them to pay attention. Non-personal presentation : Advertising is non-personal in character as against salesmanship which is personal (face to face communication) in character. Paid form of communication : The advertiser has to pay to the media for giving publicity to his advertising message. the message is given to all and not to one specific individual.2. Your business will make it a lot further with positive attitudes towards your company then with negative ones. and if deception occurs. manufacturer's name.
purchase the same. 8. children. An Art. Advertising is now treated as a profession with its professional bodies and code of conduct for members. It gives information to consumers and encourages them to purchase more. advertising creates new demand from non-users. Creativity . Creates new demand : Advertising spreads information and encourages consumers to purchase new products. 3. . Creativity can be introduced by creative people (professionals) in the field of advertising. 6. 7. 2. housewives. information about new products is given to the prospects. This is natural as advertising alone is not adequate for promoting sales. Advertising agencies and space brokers function as professionals in the field of advertising. Let's find out how each of them gets benefited by advertising. The waste in advertising can be minimized through such target oriented advertising. Introduction of new products : Advertising facilitates the introduction of new products. Thus. advertising supports and supplements personal selling. Advertising becomes effective and result oriented when it is target oriented. Advertising is a science as it has its principles and rules. This selection of a specific market is called target market. Target oriented : It is possible to make intensive advertising by selecting a specific market or specific segment of consumers (e. Due to advertising. advertising will be like a body without a soul. Without creativity. The job of a salesman becomes easy as consumers develop affinity to specific products. It is an art as it needs creativity for raising its effectiveness. 4. Advertising has psychological impact on consumers. It influences the buying decisions of consumers. 4. etc.1 Benefits of Advertising to Manufacturers 1. Science and Profession : It is now universally accepted that advertising is an art. Various concessions are offered to consumers in the initial period. science and a profession.the essence of advertising : Advertising is a method of presenting a product in an artistic. They visit the shop in order to purchase a particular product which they know through advertising media. This is possible through the element of creativity which is the essence of advertising. Manufacturers expand their production base due to higher market demand created through advertising. This gives positive response from the consumers. Important element in marketing mix : Advertising is an important element in marketing mix. Large scale production and marketing : Advertising is useful as a sales promotion technique. Facilitates effective personal selling : Advertising creates proper background for personal selling.g. They introduce new techniques for introducing creativity. It gives advance information to the prospects. attractive and agreeable manner. One group denotes benefits to manufactures and other group denotes benefit to consumers. This creates demand and the manufacturer is able to sell new products along with the existing ones.) for the purpose of advertising. In brief. It supports the sales promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other elements in the marketing mix are reasonably favorable. Advantages of Advertising The advantages of advertising can be divided into two main groups. Many companies now spend huge funds on advertising and public relations 9. Such advertising leads to the creation of new demand.
6. Special attraction to consumers : Advertising leads to competition among manufacturers and retailers. The social welfare programmes and community service activities can be given wide publicity through advertising. 3. Advertising guides consumers in the selection of most suitable goods for their daily life. Such attraction offers benefits to consumers. They change their attitudes towards certain products and services due to advertising. 4. Reduces cost of production : Advertising creates demand and promotes sales. consumers develop loyalty towards a specific brand. They also get guidance as regards the right manner of using the product. manufactures have to bring down the price in order to attract customers. 8. They remember what is urgently required to be purchased through advertising. The brands are made popular through advertising. For example. They can study the advertisements of competitors and select the products which are profitable to them. Effective product use : Consumers get information about uses/benefits of different products through advertising. Builds brand image : Manufacturers introduce branding for making their products popular with distinct personality. Thus advertising provides higher standard of living to consumers as a social group 5. Removes misunderstanding : Advertising helps consumers in removing their misunderstanding about certain products. Advertising builds brand image and this develops consumer loyalty towards a specific brand. This avoids possible damage of the product purchased. All this is beneficial to consumers in terms of price and quality of goods. the profit margin of the manufacturer increases. Even the progress of the Organisation can be brought to the notice of the public through advertising. Acts as reminder : Advertising acts as a reminder to consumers. As a result. Raises living standards : Advertising raises the standard of living of people by supplying information about goods and services which can offer convenience and pleasure to them. Facing competition : A manufacturer can face market competition effectively and can make his products popular through advertising.5. He can remove misunderstanding among consumers about his products through appropriate advertising. Sales promotion : A manufacturer can make his sales promotion campaign successful by using the support of advertising. They have to supply quality goods in order to attract more customers. 6. This leads to reduction in the cost of production and distribution. Information and guidance : Consumers get information and guidance from advertising. This avoids their cheating and exploitation at the hands of middlemen. As a result. Even the product can be used for different purposes because of the information supplied through advertisements. 4. He can prepare proper background for the success of such campaign as advertising facilitates direct communication with consumers. Role of Advertising in Selling Consumer Durables . Goodwill builder : A manufacturer can build up goodwill and good image in the business world and also among the consumers through advertising. This enables a manufacturer to conduct production on a large scale. 7. 2. They have to offer something special in order to attract consumers.2 Benefits of Advertising to Consumers 1. 9.
etc. making the products popular/successful and introduction of a new product. are related to the funds provided for advertising purpose. information and guidance to consumers. advertising gives the details of special features. the mission/objective include facing market competition. It means the budget allocation made by the company for advertising. Even local dealer may offer certain concession to his customers. They include sales promotion. Money provided is a limiting factor as effectiveness of advertising. Naturally. Here. He can give special features of his product and also suggest how his product is superior to that of his competitors. This is useful for sales promotion of consumer durables. benefits. Even consumers can make appropriate selection of a suitable product by studying the advertisements of competitors. the manufacturing/marketing company will have to provide huge money for advertising purpose. newspapers. These media are costly. Effective advertising of consumer durables creates proper background for personal selling. decisions on advertising package should be adjusted as per the budget allocation for advertising. Advertising should be always within the limits of funds provided. It may be noted that consumer products like tooth paste or chocolate are highly competitive with many substitutes easily available in the market. Advertising is costly and companies have to spend crores of rupees for this purpose. The seller of consumer products (manufacturing company) may like to offer attractive gift or price discount to interested consumers. and other concessions offered. to the purchasers of consumer durables and encourage interested customers to take initiative in purchasing the durable articles. Here. etc. Here. . the salesman can use his skills and see that the article is purchased by his visitors. sales promotion and making the product popular in the market. Advertising of consumer durables during the festival period acts as a reminder to consumers. This technique facilitates sales promotion during the festival period. price discount. radio. For consumer products like chocolate. He can make suitable advertisement of such concession for large scale selling at the local level. etc.The following points suggest the role of advertising in selling sales promotion of consumer durables. Naturally. Advertising of consumer products enables a manufacturer to face market competition effectively. market goodwill. 2. 1. This encourages consumers to purchase a durable product. Five Ms of Advertising An advertiser has to take decisions on the following aspects: 1. coverage of advertising. Money : This refers to the finance provided for advertising purpose (advertising budget). The objectives behind advertising are varied in character. 4. Such advertisements are common during festivals. media used. Naturally. 5. tooth paste. 2. developing brand loyalty. Advertising is useful for giving information and guidance to prospective buyers of consumer durables. soap. Decision in regard to mission is a basic one as other decisions are to be adjusted as per the mission or objective or purpose of advertising decided. An attraction is created in the minds of consumers and they are encouraged to visit retail shop in order to see the article or look at the demonstration of its working. extensive advertising on TV. advertising can be made effectively. facing market competition effectively. Mission : This refers to the purpose/objective behind advertising. is required. They remember to purchase a useful product on the eve of the festival. 3.
TV advertising particularly a cartoon channel. comparative. directmail. The selection of media depends on the budget provided. artists. the post advertising sale is one major consideration. informational. if required. An advertiser has to measure the effectiveness of his advertisement programme/ campaign and take suitable decisions. etc. the advertiser has to decide the message to be given. like other areas of marketing management. pictures. money. 5. the media should be selected properly. The message is given through written words. An advertiser will like to make evaluation of advertisement in order to judge its effectiveness. Demand creation in new market segments or in new age groups is another consideration for the measurement of advertising effectiveness. This relates to Five Ms . decision-making is necessary in advertising. The pictures or slogans used should be short and impressive. institutional. effectiveness and so on. or social issues. cooperative. Message : Message is provided through the text of advertisement. The message is also related to the decisions taken as regards mission and money provided for advertising. or public communication regarding economic. products to be advertised. For measuring effectiveness of chocolate advertising. Advocacy Advertising Advocacy advertising is normally thought of as any advertisement. Media : Media of advertising are already noted previously. message. Even success of sales promotion programme is useful for measuring advertising effectiveness. and features of prospective buyers and so on. This is necessary for avoiding expenditure on the advertisement which is not effective or is not likely to give positive results. One of the largest and most powerful nonprofit advocacy groups is the American Association of Retired Persons (AARP). This suggests that media should be selected properly and decision in this regard is important and critical. the specific customer group selected for giving the message and so on. The advertiser has to take decision about the media to be used for advertising purpose. Wrong decision on media may make advertising ineffective and money spent will be wasted. the message is important. The ultimate goal of advocacy advertising usually relates to the passage of pending state or federal legislation. including advocacy. etc. outdoor. Media differ as regards cost. advertising in children books or newspaper supplements for children. If an advertisement is not effective /purposeful. Measure : Measure relates to the effectiveness of advertising. political. This decision-making as regards effectiveness of advertising is equally important and essential. message. The advertising campaign is designed to persuade public opinion regarding a specific issue important in the public arena. Almost all nonprofit groups use some form of advocacy advertising to influence the public·s attitude toward a particular issue. advertising on radio programmes for children. Forms of advertising Advertising can take a number of forms. are used for giving attractive message to the consumers. the extent of creativity. The advertising message should be simple and easily understandable with the help of picture or slogan. product. In brief. The AARP fights to protect social programs such as Medicare and Social Security for senior citizens by encouraging its members to write their legislators. the media to be used for communicating the message. slogans and so on. Here. reminder. For advertising consumer product like chocolate. guidance and motivation of prospective buyers. The services of creative writers. The buyers are mainly children and others of lower age groups or for the benefit (pleasure and satisfaction) of younger generation. It should be also attractive and agreeable to younger generation. point-of-purchase. persuasive. Attractive and meaningful messages give positive results and the advertising becomes result-oriented. The message is for the information. it will be modified or withdrawn. 4. and specialty advertising. For advertising popular and extensively used consumer items like chocolate.mission. media and measurement. coverage. using television .3. Such testing facilitates introduction of suitable remedial measures.
letters. the emphasis is on promoting the product name. Incorrect or misleading information may trigger a lawsuit by the aggrieved company or regulatory action by a governmental agency such as the Federal Trade Commission (FTC). Mothers AgainstDrunk Driving (MADD). could not afford to advertise the product adequately. which is used when a new product is first being introduced. Only about 1 percent of advertising is conducted in this manner. idea. who consider it ¶¶junk mail.advertisements to appeal to emotions. usually use this cooperative advertising technique. and postcards are just a few of the direct-mail advertising options. and publishing a monthly newsletter describing recent state and federal legislative action. Outdoor Advertising Billboards and messages painted on the side of buildings are common forms of outdoor advertising. outdoor advertising is most effective when located along heavily travelled city streets and when the product being promoted can be purchased locally. Since repetition is the key to successful promotion. thus making the effectiveness of comparison advertising questionable. Manufacturers and distributors. which is often used when quick. Other major nonprofit advocacy groups include the environmental organization Greenpeace. An example might be when a soft drink manufacturer and a local grocery store split the cost of advertising the manufacturer·s soft drinks. Cooperative advertising is especially appealing to small storeowners who. concentrating on the benefits. Persuasive Advertising Persuasive advertising is used after a product has been introduced to customers. or philosophy of a particular industry. selectivity. and speed. personalization. As an example. flyers. The primary goal is for a company to build selective demand for its product. companies that engage in comparative advertising must be careful not to misinform the public about a competitor·s product. This type of advertisement could allow automobile manufactures to charge more for their products because of the perceived higher quality the safety features afford. Direct-Mai Advertising Catalogues. and possible uses. Cooperative Advertising Cooperative advertising is a system that allows two parties to share advertising costs. it carries an expensive per-head price. But while direct mail has advantages. concept. since both are interested in promoting a positive image of the company to the public. such an environmentally friendly business practices or new community-based programs that it sponsors. . benefits. This advertising technique is very common and is used by nearly every major industry. Institutional advertising is closely related to public relations. Comparative Advertising Comparative advertising compares one brand directly or indirectly with one or more competing brands. including detail of information. For example. simple ideas are being promoted. is dependent on the appropriateness of the mailing list. both the manufacturer and the store benefit from increased store traffic and its associated sales. In addition.·· Informational Advertising In informational advertising. because of their shared interest in selling the product. including airlines and automobile manufacturers. and is resented by some customers. automobile manufacturers often produce special advertisements promoting the safety features of their vehicles. and the National Rifle Association (NRA). A theme of this nature keeps the company·s name in a positive light with the general public because the replanting of trees is viewed positively by most people. Companies often use it to promote image-building activities. Institutional Advertising Institutional advertising takes a much broader approach. on their own. Car manufacturers used this strategy when sport utility vehicles (SUVs) were first introduced. a large lumber company may develop an advertising theme around its practice of planting trees in areas where they have just been harvested. Direct-mail advertising has several advantages. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided.
adorning deep red lipstick. a commercial for car insurance may influence a potential customer their need for the service by displaying plausible ³what if´ scenarios making the consumer conscious of the repercussions of not having insurance. The value of specialty advertising varies depending on how long the items used in the effort last. promotional items from manufacturers who provide the best instructions or help are more likely to be used by the retail stores. detergent producers spend a considerable amount of money each year promoting their products to remind customers that their products are still available and for sale. This type of imagery draws the viewer¶s attention by suggesting a sexual nature into a society that is known for its rigid Government controls and social conduct (Joshua Rhett Miller. Reminder Advertising Reminder advertising is used for products that have entered the mature stage of the product life cycle. Colors: . Thus. 2010). A company can have its name put on a variety of items. not the entire soft-drink line of a company. light green eyes and her mouth wide open approaching an elongated sandwich. glassware. This aligned with pricing and contact information. The innuendo nature of this ad suggests a very taboo-like display that demands a second look as well as may give the consumers the desire to indulge. in June 2009. Point-of-Purchase Advertising Point-of-purchase advertising uses displays or other promotional items near the product that is being sold. For example. Advertising versus Propaganda: · Advertising is the use of various media to influence the sale of a product or service as well as getting the consumer to realize their need for said products and services (Advertising. key chains. jackets. and pens. The advertisements are simply designed to remind customers about the product and to maintain awareness. creates the need and the desire in the consumers mind to consider making a purchase soon. which adds convenience to their decision. This ad was only displayed in Singapore. An example is a regular television commercial promoting a soft drink. but yet utilizing the image of a Caucasian American-like female as an exotic sex symbol. For example. What this ad consists of: Symbolism: The attractive bobbed-cut blonde-haired woman. gym bags. The primary purpose of the advertisement is to promote the specific soft drink. such as caps. 2009). this Burger King ad designed by the Crispin Porter & Bogusky advertising agency was displayed in the Singapore market advertising a new sandwich. displays sexual suggestions more specifically referencing to oral sex. Specialty Advertising Specialty advertising is a form of sales promotion designed to increase public recognition of a company·s name. Stores are more likely to use point-of-purchase displays if they have help from the manufacturer in setting them up or if the manufacturer provides easy instructions on how to use the displays. Most companies are successful in achieving their goals for increasing public recognition and sales through these efforts. hence promoting the sale.Product Advertising Product advertising pertains to no personal selling of a specific product. The primary motivation is to attract customers to the display so that they will purchase the product.
the picture seems to be designed in bright non- . etc. person. except that the purpose of the messages is not to influence a sale. which is similar to the acronym to the slang term for oral sex further emphasizes the bawdy content this ad possesses. You can also see this displayed in the smaller text describing the sandwich. and flame-grilled with the NEW BK SUPER SEVEN INCHER.´ or ³blondes have more fun´ paired with dark smoky eye shadow and the deep red lipstick. nation. company. juicy. The blonde hair may have been used due to the flawed stereotype that ³blondes are easy. Symbolism: The image displays a 1950 s looking Caucasian adorned with a red and blue bow in her hair wearing a white buttoned blouse. white and blue. 2010. This could either by spreading the word or rumors about a group. created and posted by Kevin Dayhoff on January 15. Language and Font: ³It¶ll blow your mind away´ in big white capital letters (which seem to look like something is splattered on each letter) again suggests the sexual nature of this food ad. The woman is smiling almost like she is giving the impression of being proud to serve a purpose. America was involved with a world war and for the most part did not participate in protest against the government. which also suggests lust. mindfully and subconsciously combining sexual desire with the feeling of hunger. ³Fill your desire for something long. Even by using the acronym for Burger King as BK. The subject is as well wearing the patriotic red. institution. · Propaganda is similar to advertising in the essence that the same forms of media are used to get the message across. The lipstick color not only attracts the viewers eyes to the subjects mouth but also the Burger King logo as well as the drink and fries you will receive once you upgrade your meal. concerning how information may be censored before being released to the public (Dayhoff. Colors: Behind the subject. For example. to influence the public in thinking positive or in most cases negatively about the targeted group or person (Propaganda. She is saluting behind her primitive typewriter. during the presidential elections commercials are broadcasted funded by one of the opposing parties that will display information or hearsay that will discredit their opposition even sending the message that the other party does not care about their voters. white and blue hues. The 1950 s feel of this poster takes the viewer back to the time when females had less rights. 2011). This ad was designed. Yearn for more after you taste«´ The name of the entre paired with this ad can even be perceived to reference male genitalia. In addition. the background colors show red.The subtle background colors in this ad gives emphasis to the subject of the advertisement. but to change attitudes and minds about a particular subject. 2010). movement. by literally grabbing the consumers attention.
Once you learn the techniques of creating and testing great ads. It seems that the Ministry of Homeland Security is a radical group. Inc. where he is believes he is revealing the truth to the viewer influencing them to change their opinion about corporate news s true objectivity. Corporate News! is presented in big block red letters below the image.billmaher. this poster expresses the corruption of corporate news.com. should take careful consideration of the messages it wants to convey to the public as well as thoroughly check the integrity of the advertisingconsultants and or agency it intends to hire.com. Advertising vs publicity Advertising is the obvious way to promote a business or product. After some research. who are against liberals or anyone who questions the American Government. I found that there is a big difference between the Department of Homeland Security versus and the Ministry of Homeland Security. for example Michael Moore. Being that News Stations are supposed to preserve the integrity of events and are responsible for revealing instances in an ethical and unbiased fashion. followed by we couldn t control the people without you in black lettering. A message that is misunderstood or unclear can ruin an organizations reputation and damage customer loyalty. Summary: Advertising as well as propaganda media are very powerful and influential tools. Using Advertising and Publicity are very effective methods to promote and create positive awareness for you and your business.but at the end of day. The way the artist depicts a subordinate American woman reporter happy to fulfill her duty. Thanks. In fact.. it states A message from the ministry of Homeland Security. www.it can produce results . But. your results will depend directly to the amount of advertising space you buy. which is itself dependent on your advertising budget. Advertising is something you get by paying for it. Publicity is the smart way to promote a business or product. impacting audio.seeyageorge. where GROW. can benefit from utilizing them greatly. www.realistic shades. as mentioned before these are powerful and persuasive tools which should be applied ethically and with tact. that consist of her lying to the American public can be perceived as almost a removing a blindfold affect. etc.com. GROW. bold fonts. is something you hope you'll get. Some information about the group can be found here. Inc. In fine print below the image. Inc. Why? Because publicity can . and subtle suggestive language. such as the posters designed in previous decades. their website contains a list of websites that are blacklisted. such as www. by utilizing color sequences. can find the muse that motivates our clientele effectively. Nevertheless. expressing that the Corporate News (such as Fox News) is swayed by a political agenda. The red letters seems to let the viewer know to whom they should pass the blame to. By researching as well as understanding our customers GROW.. Publicity however.michaelmoore. and the right places to advertise . meaningful and symbolic imagery. Language & Font: You write what you are told displayed in big black letters above the image. there is a clear difference between Advertising and Publicity. Good publicity allows you to achieve results totally disproportionate to the amount of money and effort put in.
The Internet or World Wide Web.. here's a simply philosophy to follow: "Before you put out a public message. Worse. This is simply not realistic thinking! There just aren¶t enough reporters on the planet to find every bit of news worth covering. banner advertising. etc). Advertising vs Publicity (A) Expensive You pay for every placement of your ad. advertising is content you pay for (radio. Publicity can result when an article you write is published. it generally has many times the credibility of advertising. there's a good a chance that you'll gain the interest of the media. So if you can present your information convincingly. author of the superb marketing text. positive answers to these questions. So. and it usually is disastrous to those who break them. offer your service or manufacture a product and then not do anything to attract customers!" So. has its own rules about commercialism. "Positioning: The Battle For Your Mind. . Imagine getting statewide. And.. or when information you give to an editor convinces him/her to feature a story about you or is based on a publicity release issued by a Public Relations firm you have retained. So how can I get publicity for my company? Well. Editors may be failing over themselves to cover your company or products. Others will tell you that a combination of both advertising and PR are required. refers to free content about you and your company that appears in the media.let's deal with the Internet here. but the prevailing view seems to be that reporters go out and find all of their news.. open your store.. "that you can¶t just put up your web site. then keep working on your publicity release or article until you do. It's what others what others say about you. nationwide or even international exposure. which is obviously going to expensive if you want a lot of exposure (P) Cost-Effective A great story can snowball.. Over time. play "who cares?" and ask yourself "why would other people be interested in what I have to say?" or "how can people benefit from the information I am supplying?" If you can't come up with solid.. If your press releases. The average person has no real idea of how the media find their stories. newspaper. But one thing's for certain: Every expert agrees. or you'll receive quantities of unwanted and negative e-mail). Publicity on the other hand. postings or articles are blatant self-promotion or a sales pitch instead of truly useful information they will be ignored and won¶t be used..be generally gained at no cost to you. tv. absolutely free.." that believe a majority of companies shouldn¶t waste their money on advertising until they have established name recognition and credibility through Public Relations and publicity. these stories help create a favorable impression of your product or services. you risk the negative publicity of being flamed (you and your company being strongly put down online. Here's what we mean: There are some experts like Al Reis.
they will read about you. Public Relations: You only submit a press release about a new product once. Public Relations: You have no control over how the media presents your information. No Control Advertising: Since you're paying for the space. An ad generally has a longer shelf life than one press release. You know exactly when that ad will air or be published. Advertising vs public relation 1. Shelf Life Advertising: Since you pay for the space. y y 4. columnists. Paid Space or Free Coverage Advertising: The company pays for ad space. They're not obligated to cover your event or publish your press release just because you sent something to them. If you're featured. you're focused on getting free media exposure for the company and its products/services. (A) Lack of Credibility Do you believe everything said in advertisements? (P) Strong Credibility Readers trust independent authority figures including reviewers. y y 3. (P) You're the Story Generally readers buy newspapers to read the news.(A) In "The Advertising Ghetto" Most media clearly separate advertising from editorial. Wise Consumers Advertising: Consumers know when they're reading an advertisement they're trying to be sold a product or service. You only submit a press release about a news conference once. if they decide to use your info at all. you can run your ads over and over for as long as your budget allows. you have creative control on what goes into that ad. An article about your business has far more credibility than an advertisement ever could have. The PR exposure you receive is only circulated once. Creative Control Vs. Many readers will therefore find ways to either avoid reading your ad completely. From news conferences to press releases. Public Relations: Your job is to get free publicity for the company. An editor won't publish your same press release three or four times in their magazine. They buy magazines to read the articles. y . y y 2. journalists and broadcasters. or if they do read it will read it with less interest.
"After all. you wouldn't want to take out an ad giving yourself a pat on the back for being such a great company. they know we are trying to sell them. y y 6. in the way you search for new news to release to the media. Public Relations: In public relations. 5." Paul Flowers. y y y . Public Relations: You interact with the media and develop a relationship with them." Public Relations: When someone reads a third-party article written about your product or views coverage of your event on TV. This is where your PR department steps in. Your contact is not limited to in-house communications. You're in constant touch with your contacts at the print publications and broadcast media. said. then you'll also interact with media sales people. the consumer often views our selling message very guardedly. Or you may work within community relations to show your company is actively involved in good work and is committed to the city and its citizens. If you buy and plan ad space on behalf of the client like Media Director Barry Lowenthal does. they're seeing something you didn't pay for with ad dollars and view it differently than they do paid advertising. "Where we can generate some sort of third-party 'endorsement' by independent media sources.. PR pros aren't always called on for the good news. y y 7. to an extent. to run a press release or to cover your event. president of Dallas-based Flowers & Partners. You may represent your company as a spokesperson at an event.y "The consumer understands that we have paid to present our selling message to him or her. Limited or Unlimited Contact Advertising: Some industry pros such as Account Executive Trey Sullivan have contact with the clients. you may have to give a statement or on-camera interview to journalists. Inc. Special Events Advertising: If your company sponsors an event. you are very visible to the media. y y 8. You exercise your creativity. Public Relations: You must have an angle and hook editors to get them to use info for an article." Flowers said. Others like copywriters or graphic designers in the agency may not meet with the client at all. and unfortunately. you get to exercise your creativity in creating new ad campaigns and materials. In-House or Out on the Town Advertising: If you're working at an ad agency. you have to have a nose for news and be able to generate buzz through that news. If there was an accident at your company. Target Audience or Hooked Editor Advertising: You're looking for your target audience and advertising accordingly. You wouldn't advertise a women's TV network in a male-oriented sports magazine. we can create great credibility for our clients' products or services. Creativity or a Nose for News Advertising: In advertising. Public Relations: In public relations. your main contacts are your co-workers and the agency's clients. 9.
It is the most convenient and simple device to make sales appeals over wider areas and larger audience. But advertisements are made to influence and appeal groups of persons. you can send out a press release and the media might pick it up. Advertising is primarily concerned with creating interest in the buyers in general by building acceptance for a product and by arousing confidence and respect for the firm and its products. (i) In salesmanship appeal is made through persons. Any blatant commercial messages in your communications are disregarded by the media. In advertising. the listener understands whether he is educated or uneducated. (v) Though the ultimate objective of both salesmanship and advertising is the same. Advertising makes the job of salesmen easy. advertising plays a tremendous role. y y Advertising vs salesmanship However.y Public Relations: If you're sponsoring an event. They may publish the information or cover the event. (viii) In bringing about sales. But advertising is not so costly. But it is difficult to convey messages of advertising to illiterate persons except in certain forms like radio messages. salesmanship plays a superb part while in attracting the notice of prospects. immediate objectives differ. 10. (vii) Advertising has given a great feeling to the art of copy writing. (ii) Advertising leads prospects to salesmen. (iii) Advertising is addressed to the masses while salesmanship is concerned with specific individuals. (iv) A salesman talks to the prospect before him. commercial art and engraving while salesmanship has promoted the art and manner of speaking impressively by salesmen. increase in sales and both are complementary to each other. Hence in the distribution. appeal is made through advertisements which are non-personal in nature. You want to use those buzz words to motivate people to buy your product. Public Relations: You're strictly writing in a no-nonsense news format. (x) The ultimate purpose in both salesmanship and advertising is the same viz. advertising is different from personal salesmanship in the following aspects. . (vi) since a salesman talks. Writing Style Advertising: Buy this product! Act now! Call today! These are all things you can say in an advertisement. (ix) To employ salesmen everywhere to make sales appeals in financially very expensive. advertising precedes salesmanship.
Increase sales. Advertising may be one form of promotion. product line. It can also involve about products and services and disseminating information about a how to obtain them. Promotion involves disseminating information about a product. or company. Advertising About: A type of marketing tool Promotion Definition: Purpose: Time: Price: Suitable for: Sales: Example: A type of marketing tool A Promotion usually involves an Advertising is a one-way immediate incentive for a buyer communication whose purpose is (intermediate distributor or end to inform potential customers consumer).Advertising vs promotion Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. product line. products of a company . coupons etc. Long term Short term Expensive in most cases Not very expensive in most cases. Increase sales. brand building. sales Giving an advertisement in thenewspaper about the major Giving free products. brand. or company. It is one of the four key aspects of the marketing mix. product. brand. Medium to large companies Small to medium companies Assumption that it will lead to Directly related to sales.
After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same. and community involvement. etc. and of course the Internet. product. Advertising includes the placement of an ad in such mediums as newspapers. Marketing: The systematic planning. Advertising only equals one piece of the pie in the strategy. media planning. The best way to distinguish between advertising and marketing is to think of marketing as a pie. Advertising is a single component of the marketing process. with public relations following in a close second and market research not falling far behind. or the services you are offering. billboards. public relations. market research. Advertising is the largest expense of most marketing plans. product pricing. so lets break it down a bit. sales strategy. television. direct mail.Advertising and marketing Advertising: The paid. It involves the process of developing strategies such as ad placement. customer support. distribution. Marketing is a process that takes time and can involve . radio. inside that pie you have slices of advertising. frequency. It's the part that involves getting the word out concerning your business. the non-personal presentation or promotion by a firm of its products to its existing and potential customers. All of these elements must not only work independently but they also must work together towards the bigger goal. public. implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products. non-personal announcement of a persuasive message by an identified sponsor.
The recent Aditya Birla group campaign would fit into this category . Think of marketing as everything that an organization does to facilitate an exchange between company and consumer. stockholders. The target groups of corporate advertising are most often customers. Such advertisements can be in the form of national or local advertisements also. use the rational appeal to address its target audience. Such kind of advertisements uses emotional or rational appeal in their advertisement. Corporate ads are also a part of these types of ads. financial institutions. Advertisements such as that of DeBeers. employees. These are ads which are not directed towards the finalconsumers. Vim Bar etc. counter negative attitudes towards a company. Types of Advertisements Consumer Advertising These are basically nothing but product or service advertisements directed towards the consumer or the customer as such.hours of research for a marketing plan to be effective. The objectives of the corporate or the institutional ads may be to establish or boost corporate identity and image. On the other hand advertisements such as the Kawasaki bajaj caliber. industry or to promote and relate the company to some worthwhile social public interest cause. The media used here is direct mail or professional magazines. political leaders and government. pizza hut etc use the emotional appeal to attract the consumers. The advertisement of DeBeers uses an emotional appeal because the statement ³I have my feet firmly planted on the ground except when I¶m wearing the millennium diamond´ suggests that by wearing them u can fly high in the sky and feel like what Urmila does in theadvertisement Advertising to business or profession This type of advertising is aimed at resellers and professionals.
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