Viajar, Joseph Terence

ACTIVITY NO.1 – SEMIFINAL

English 100 – Communication Arts

A. What is Advertising?
 Advertising is the business of drawing people’s attention to a good or
service. It is a public promotion of a product, service, cause, or a
movement. The promotion is done through an advertisement (advert or
ad) via the media – TV, Internet, newspapers, radio, trade journals, movie
theaters, or billboards. Additionally, adverts appear on store windows,
restaurant placemats, sporting arenas, the side of vehicles, and the side of
buildings. Many companies opt for outdoor neon signs to promote their
business. It is usually delivered with a short film, sound recording (radio),
or written notice that is presented to people. Most importantly, the aim is to
encourage consumers to buy something or act in a specific way. It is a
marketing tactic that involves paying for space to promote a product or
service. Additionally, the purpose could be to promote a cause or
movement. Advertisers choose the medium most likely to hit their target
audience.
B. Discuss 2 OBJECTIVES of TV (Television) Advertising?
Launching Brands
 TV is without doubt the most effective medium for launching brands. It
combines the scale and reach that a new brand needs with impact and
persuasiveness. No other medium can offer both these qualities.
Awareness is another way of saying fame. Pretty much everyone watches
TV. Commercial TV reaches 98% of individuals every month (Source:
BARB). There is much talk of fragmentation, but in fact TV campaigns can
build coverage as rapidly as they ever did with the same weight of ratings.
But it’s not just about fame and awareness. It is the nature of the TV
experience that gives new brands a hold on the emotions and long-term
memories of viewers. Neuroscience has now proved that moving images
with sound particularly stimulate our emotions and our long-term memory.
Advertising viewed in a relaxed state is not filtered through our cognitive
brains, and so avoids the conscious screening and rejection that more
rational media exhibit. TV advertising creates rich and deep emotional
connections and positive associations by firing synapses that eventually
hard wire. TV advertising effectively creates the place in the brain where a
new brand can live.
Changing Behaviour
 Not all advertising is about consumption. Sometimes it’s about trying to
persuade people to change what they do. Some behavioural change
campaigns have to challenge long-term habits and even chemical
addictions. There have been are many high-profile public health and
safety campaigns, from seat-belt wearing to anti-smoking which used the
emotive power of TV to get through to people who would probably have
rather not seen it. It can also recruit families and friends to the cause. But
changing behaviour is also something that commercial brands need us to
do. Ariel’s ‘Turn to 30’ used TV to get us all to turn the dial down, and East
Coast trains used TV to grow customer sentiment and increase online
sales. One media planning technique relevant for behavioural change is
frequency and ubiquity. Topping and tailing within ad breaks, or using
consecutive breaks is worth consideration. This can work particularly well
if the first message is the motivational one and the second gives details of
where to get help and advice and is an excellent way of providing both the
inspiration and the practical help to make someone change their life for
the good.