WHAT IS ADVERTISING

The word advertising is derived from

the latin word
‘Adverter”
which means to turn attention
 Definition of advertising:
“The activity or profession of
producing advertisements for
commercial products or services.”
- Oxford dictionary -
 Definition of advertising:
“any paid form of non-personal
presentation of ideas, goods, and
services by an identified sponsor.”
- American Marketing Association
(AMA) -
 Definition of advertising:
“to produce the most persuasive
selling message, to the right
prospects, at the lowest possible
cost.”
- Institute of Practitioner in
Advertising (IPA) -
Advertising Industry:
1. Clients
2. Agencies
3. Government & Regulators
4. Media
5. Production House
The nature and role of Advertising
in Society

Much of advertising mirrors social

standards, lifestyles, values and
aspirations, very often represented
in an idealized forum. This is
designed to promote recognition,
understanding and involvement by
the target audience
The nature and role of Advertising
in Society

1. Advertising and Culture

The values, beliefs, ideas customs,
symbols that are learned by
members of particular societies are
referred to as culture.
The nature and role of
Advertising in Society

2. Advertising and Art

Advertising can be reflected in
art, just as art is reflected in
advertising.
The nature and role of
Advertising in Society

3. Advertising and Music

Music is a frequently used
advertising executional cue and
has been since the early days of
broadcast.
The nature and role of Advertising
in Society

4. Advertising and Politics

The use of political advertising is
well documented. In the early 20th
century advertising was used to
support and enforce government
policies.
The nature and role of Advertising
in Society

6. Advertising and Film

the 2001 film, the Lord of the Rings,
demonstrate a way which
advertising permeates different
aspects of our lives, in this case
films.
Types of Advertising
five perspectives encapsulate the variety of types
available.

1. Source/sender:
- Manufacturing advertising
- Retail advertising
- Cooperative ads (colaboration of manufac. & retail)
- Collective advertisement (used by government)
- Ideas-based (used by not-for-profit organizations)
Types of Advertising
five perspectives encapsulate the variety of types
available.

2. The Message:
- Informational advertising
- Transformational advertising (use emotional)
- Institutional/corporate advertising (express values)
- Theme advertising (recruitments ads)
- Generic advertising (promote category of products)
- Reputational / corporate advertising (build goodwill)
- Direct Response advertising (to provoke actions)
Types of Advertising
five perspectives encapsulate the variety of types
available.

3. The Recipient (customers/businesses):

- Industrial and trade advertising
Types of Advertising
five perspectives encapsulate the variety of types
available.

4. The Media:
- Broadcast advertising (television and radio)
- Print advertising (newspaper, magazines,
billboards)
- Cinema advertising
Types of Advertising
five perspectives encapsulate the variety of types
available.

6. Place advertising:
- International Advertising (standardized ads., and
adapted.)