ADVERTISING

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ADVERTISING

• ENT 12

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What is it?

• Advertising is a message designed to promote a
  product, a service, or an idea.
• The purpose of advertising is to sell products or
  services.

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Advertising Media

• Advertising reaches people through various forms
  of mass communication.
• These media include newspapers, magazines,
  television, radio, the Internet, direct mail,
  outdoor signs, transit signs, window displays,
  point-of-purchase displays, telephone
  directories, novelties.

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AIDA

• Advertising is designed to inform, influence, or
  persuade people.
• To be effective, an advertisement must first
  Attract attention and gain a persons Interest.
  It may then build Desire for a product and
  provide a method for them to take Action.

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Advertising Techniques

• Advertisers research the unique features of the
  product to determine the USP (unique selling
  proposition) and the big ideathe simple message
  that will be used to communicate the USP to the
  target audience.
• Many firms use a SWOT analysis to help them with
  their advertising techniques.

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SWOT

• Strengths
• Outstanding features of the brand
• Positive consumer perceptions of the brand
• Features that are better, different or missing
  from competitors brands

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SWOT

• Weaknesses
• What is missing
• Negative consumer perceptions
• Features of competitors brand that are better

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SWOT

• Opportunities
• What are the newest trends that have not been
  addressed
• What are the latest developments in technology
• Are there gaps in the market

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SWOT

• Threats
• Are consumers finding replacement products
• Is the industry regulated

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Advertising Techniques

• Advertisers use a variety of techniques to create
  effective advertisements.

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1. BASIC APPEALS

• Biological
• Focus on consumers basic needs for health and
  security
• Emotional
• Focus on the consumers feelings (love, romance,
  pride)
• Rational
• Focus on the consumers reasoning abilities
  (cost, safety, convenience)
• Social
• Focus on the way that social pressures influence
  consumer behaviour (odour, weight, acne, fashion)

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2. Attention-getting headlines

• A successful headline leads a person into reading
  the rest of the ad.
• Some headlines attract attention by promising the
  reader a personal benefit, such as savings or
  improvement in physical appearance.

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3. Slogans

• Short phrases that a company uses over and over
  in its ads.
• Good slogans are easy to remember and stick in
  peoples minds.

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4. Testimonials

• Advertisements in which a person endorses a
  product.
• The person may be someone who looks like the
  average user of the product or it may be a movie
  or TV star, athlete or other celebrity.

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5. Product Characters

• fictional people and cartoon animals or
  characters used in advertisements over a long
  period of time (Jolly Green Giant)

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6. Comparison of products

• Used most frequently to sell products that
  compete heavily with other brands.
• Advertisers compare their product with similar
  brands and point out the advantages of using
  their brand.

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7. Repetition

• One of the most basic techniques advertisers use
  to get their message across, whether it is a
  commercial broadcast several times a day or an ad
  published frequently.
• Repetition can help build or reinforce a
  companys reputation. Advertisers also believe
  that the more people see or hear an
  advertisement, the more likely they are to accept
  the message and want the product.