ADVERTISING Definition Advertising is a form of communication

ADVERTISING

Definition Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

Definition The activity of attracting public attention to a product or business, as by different types of media A paid, mass form of communication The business of designing and writing advertisements

The periods of development 1) 2) 3) Premarketing era The mass communication era The research era

Premarketing era Indian rock art paintings from 4000 B. C. Babylonian clay tablets from 3000 B. C. Egyptians used papyrus to make sales messages and wall posters Commercial messages and political compaign displays have been found in the ruins of Pompeii and ancient Arabia Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome

Premarketing era In the Middle Ages advertisements started to appear as images In the 1700 s appeared the printed handbill for distribution, advertisements in weekly newspapers in England Since there was so many illiterate people in Middle Ages, they used signs and images for: shoemaker, tailor or blacksmith. As the economy expanded during the 19 th century, advertising grew alongside.

The mass communication era From the 1700 s to the 1900 s New models of communication technology (telegraph, typewriter, faster printing presses) in the late 1800 s In the early 1920 s, the first radio stations were established

Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process.

The research era In the 1940’s television was invented and the first TV advertisement aired in 1941, before a baseball game It is the most effective mass-market advertising format with high prices for commercial air time The average cost of a single thirty-second TV spot during the Super Bowl football game has reached US $3 million (2009)

The research era The late 1980 s and early 1990 s saw the introduction of cable television and MTV The next competitive entry into the media game was the Internet (1990 s)

Advertising objectives The communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame. Advertising company usually strives to achieve one of four advertising objectives. ing, and switchback.

Advertising objectives Trial Continuity Brand Switching Switchback

Trial The purpose is to encourage customers to make an initial purchase of a new product. Companies employ creative advertising strategies in order to cut through other competing advertisements. The reason is simple: Without that first trial of a product by customers, there will not be any repeated purchases.

Continuity is a strategy to keep current customers using a particular product that is designed to build consumer loyalty. Existing customers are targeted and are usually provided new and different information about the product.

Brand Switching as an objective when they want customers to switch from competitors' brands to their brands. to compare product price or quality in order to convince customers to switch to its product brand.

Switchback when companies want to get back former users of their product brand. They may highlight: new product features, price reductions, or other important product information.

Types of advertising

Advertising can be: Local, National, International, Legal, Political, Financial, Religious, Charitable Etc.

Any media can be used for advertising: Wall paintings, Billboards, Street furniture components, Printed flyers, Radio, cinema and television adverts, Web banners, Mobile telephone screens, Shopping carts, Web popes, Bus stop benches, Human billboards…

Advertisement is not obliged to tell the whole truth about the product, advantages and disadvantages.

Types of advertising

Mass media are used: • to show the way we should behave, • important rules that we should respect • what we should value.

Television The TV commercial is generally considered the most effective mass-market advertising format, reflected by the high prices TV networks charge for commercial airtime during popular TV events.

Radio advertising is a form of advertising via the medium of radio. Airtime is purchased from a station or network in exchange for airing the commercials.

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee, advertising a product or service.

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

Billboard advertising Billboards are large structures located in public places or on main roads, which display advertisements to passing pedestrians and motorists.

Mobile billboard advertising Mobile billboards are generally vehicle mounted billboards or digital screens for carrying advertisements along routes, previously selected by clients.

In-store Advertising any advertisement placed in a retail store.

Celebrities advertising focuses upon using celebrity power, fame, money, and popularity to gain recognition for their products and promote specific stores or products.

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