MODERN DEFINITION OF ADVERTISING PDF

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What is advertising?, the key concepts of advertising, the roles and functions of advertising, the role of communication, the economic role, the functions of advertising, the key participants and the advertiser....

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MODERN DEFINITION OF ADVERTISING

The standard definition of advertising has five basic components: 

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Advertising is a form of paid communication, although some forms of advertising, such as public service announcements (PSAs), use donated space and time. Not only is the message paid for, but the sponsor is identified. Most advertising tries to persuade or influence the consumer to do something, although in some cases the point of the message is simply to inform the consumer and bring them up to know the product or company. In other words, it is strategic communication driven by objectives that can be measured to determine whether advertising was effective. Advertising reaches a large audience of potential consumers. The message is transmitted through different types of mass media that are largely impersonal. That means advertising doesn't target a particular person, although this is changing with the introduction of the Internet and more interactive media.

Then, a modern definition would be: advertising is paid persuasive communication that uses mass and impersonal means, as well as other forms of interactive communication, to reach a wide audience and connect an identified sponsor with the target audience. Key advertising concepts Describing advertising highlights four major factors: strategy, creative idea, creative execution and creative use of themedia. All demand creative thinking from advertising professionals responsible for their development and implementation. These dimensions are often cited and will soon be understood as valuable concepts that serve as the basis for advertising practice. These are also the fundamental elements that professionals use to analyze the effectiveness of their advertising efforts. In other words, professionals criticize the strategy, creative idea, execution of their advertising ideas and how the message is transmitted by the appropriate media. Below you will see more specifically what these four elements are. •

Advertising strategy. The strategy is the logic and planning behind the advertising that gives the direction and focus. Every effective ad implements a strong strategy. The advertiser develops the ad to meet specific goals, carefully directs it to a certain audience, creates its message to refer to the issues most important to it, and places it in the media that will most effectively reach that audience (e.g. printed, transmitted, or online).

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Creative idea. The creative concept is the central idea of an ad that captures attention and stays in memory. For example, the "Pods Unite" campaign for VW links two innovative products in a way that relates to the emotional connection that Volkswagen owners have with their cars. The word creative describes a critical aspect of advertising that drives its entire field. Planning the strategy requires an imaginative solution to problems: Research efforts have to be creative and buying and placing ads in the media requires creative thinking. Creative execution. Effective ads are well executed. This means that the details, photography, writing, acting, environment, printing and the way the product is presented reflect the highest production values available to the industry. Advertising often sets the standard or sets the cutting edge for Printing, Streaming and Internet Designs as customers demand the best production their budgets can buy. Creative use of the media. Each message must be transmitted in some way, for which most advertisers use the media (communication channels that reach a large audience, such as television, magazines or the Internet). Deciding how to give this message can sometimes be as creative as having the great idea to doit.

Good advertisers know that the way something is said and where it's said is just as important as what's being said. What is said and where it is said come from strategy, while how it is said is the product of creativity and execution. The strategy, creative idea, execution, and media used determine the effectiveness of an ad. ADVERTISING ROLES AND FUNCTIONS Over time, as the practice of advertising has evolved, it has had many different functions. It began as a way to identify the manufacturer of goods, which is still an important function. As technology, such as printing, made it possible to reach a wider audience, advertising focused more on providing business information along with product manufacturer identification. Due to advances in industrialization, which made it possible to produce more goods than the local market could absorb, advertising took on the role of creating demand for a product, which was done through two techniques: aggressive selling approaches that use reasons to persuade consumers, and peaceful selling approaches that create an image for the brand and reach consumer emotions. An ad that proclaims a special tire price reduction is an example of the aggressive sales approach; Michelin's long-running advertising campaign that shows a baby inside a tire is a peaceful sale. (Sells the durability and reliability of the tires without saying it specifically; rather symbolizes their reliability with an image that touches emotions).) Indeed, these two approaches represent the art and science of advertising.

But as media proliferation made it harder for a message to attract people's attention, more creative techniques were needed that had an impact, such as ads for Virgin Megastore. Creativity remains the key factor in assessing the impact of an advertising idea and is an important feature of successful advertising. Earlier this millennium, as the economy slowed, advertisers cared about the responsibility and performance they earned from the money they invested in advertising. As a result, advertising professionals found the need to verify that their work was effective, that is, that it gave the results that advertisers specified for advertising. This huge emphasis on responsibility is why efficiency is a key issue in this book. Finally, with an analysis of the results of the work (in other words, how advertising professionals determined or verified that the work was really effective). To better understand how advertising works, consider the four roles you have in business and society: 1. 2. 3. 4.

Marketing Communication Economic Social

The role of marketing The process a business uses to meet consumers' needs and requirements when offering goods and services is called marketing. The department or marketing manager is responsible for selling a company's products, ranging from goods (computers, refrigerators, soft drinks) and services (restaurants, insurance, real estate) to ideas (supporting an organization, believing in a candidate). Products are also identified in terms of their product category. Category means the classification assigned to the product (i.e. if Levi's is in the category of denim jeans or pants, Harley-Davidson is in the category of motorcycles). The particular group of consumers considered as potential customers of goods and services constitutes the target market. The tools available for marketing include the product (its design and packaging, as well as how it works), its price, and the means used to distribute or deliver the product to the place where the customer can purchase it. Marketing also includes a method for communicating this information to the consumer called marketing or promotion communication. These four tools (product, price, place [distribution] and promotion) are collectively known as marketing mix orquatr or. Of course, advertising is one of the most important marketing communication tools. Marketing professionals are also part of brand development, which is the distinctive identity of a particular product that distinguishes it from its competitors. For example, Colgate is one brand of toothpaste and Crest is another. They are products of different companies and compete directly against each other.

The role of communication Advertising is a form of mass communication. It transmits different types of market information to connect buyers and sellers in it. Report the product (and transform it) by creating an image that goes beyond simple facts. The broad term of marketing communication includes advertising, but also includes a number of related communication techniques used in marketing such as sales promotion, public relations, direct response, events and sponsorships, packaging and personal sales. The economic role Advertising tends to flourish in societies that enjoy a certain level of economic abundance in which supply exceeds demand. In these companies, advertising goes from being primarily informative to creating a lawsuit for a particular brand. There are two views on how advertising has an economic impact. In the first, advertising is considered a vehicle to help consumers calculate value through price or other information (such as quality, location, and reputation). Instead of diminishing the importance of price as a basis for comparison, supporters of this school see the role of advertising as a means of providing objective information about value for money, the creating a more rational economy. In the second perspective, advertising is considered so persuasive that it decreases the likelihood that a consumer can switch to an alternative product, regardless of the price charged. In other words, by focusing on other positive attributes, the consumer makes a decision based on benefits other than price (such as psychological recourse). This is supposedly how images and emotions are used to influence consumer decisions. None of these perspectives on the role of advertising have been verified. Advertising is likely to play both roles. The social role Advertising also has several social roles. It reports on new and improved products, helps compare products and features, and generally keeps you up to date on innovations and topics. It reflects fashion and design trends and contributes to our sense of aesthetics. It has an educational role in which it teaches about new products and how to use them. It helps shape an image of each individual by establishing role models that everyone can identify with, and provides a form of expression in terms of personality and sense of style through the things people dress and use. The functions of advertising Observing the roles of advertising in society has provided an overview, but now you have to focus more on what an advertiser would expect from advertising (in

other words, why you decide to use advertising). From the advertiser's perspective, advertising generally performs seven basic functions: • • • • • • •

Raise awareness of products and brands Create a brand image Provides product and brand information Persuade people Provides incentives to implement some action Provides brand reminders Reinforce past brand purchases and experiences

KEY PARTICIPANTS The advertising industry is complex because it has different organizations that are involved in decision making and in the execution of advertising plans. Principles about the best TV commercial ever shown in history introduce several of these key participants and illustrate how everyone makes different contributions to final advertising. Participants include the advertiser or customer, agency, media, provider, and audience. They all have different perspectives and goals and a great announcement occurs only when they come together as a team with a common vision. Each of them will now be analyzed. The advertiser Advertising starts with the advertiser, person, or organization that uses advertising to send a message about your products. TheApple company was the advertiser and Steve Jobs (the company's CEO) made the final decision to broadcast the controversial commercial. The advertiser initiates the advertising effort by identifying a marketing issue that advertising must solve. VW's story is an example of how an advertiser struggles to maintain their position in a changing market and also how their agency helps as a partner in developing a communication strategy to address the problem. To better understand how this works, consider how VW advertising evolved. Ask anyone who grew up in the 1960s and you'll hear a litany of the legendary ads created by the Doyle Dane Bernbach ad agency for VW's original Beetle that was affectionately known as "the bock or beetle." They also fondly remember lines like Think Small, Lemon, The Egg Car, Ugly Is Only Skin Deep, "Mass Transit"* (a group of nuns on a bus) and on television, How does the snow plow driver get to his snow plow? (How does the snowplow driver get to this snowplow?). With such a tradition as a leader in advertising, how do VW and its agency continue this legacy of success? In fact, VW had a hard time and nearly left the U.S. market. That's why the "Drivers Requested" campaign was so important. The advertiser also makes final decisions about the target audience and the size of the advertising budget. This person or organization also approves the advertising

plan, which contains the details that underscore the message and media strategies. Finally, the advertiser hires an advertising agency; in other words, the advertiser becomes the agency's client. As a customer, the advertiser is responsible for monitoring work and paying bills for agency work on their account. The use of the word account is why the people of the agency refer to the advertiser as "the account" and the person of the agency in charge of that advertiser's business as "the account manager". The advertising agency The second participant in the world of advertising is the agency or advertising department that creates the ad. Advertisers hire independent agencies to plan and implement some (or all) of their advertising efforts as Chiat/Day did for Apple and Arnold for Volkswagen in the first story. This work arrangement is known as the agency-client company code. The 1984 story shows how important it is to cultivate a strong sense of trust between these two partners. In 2002-2003, the gross revenue from advertising agencies was $10.6 billion worldwide, according to advertising age's annual agency report. The three major U.S. advertising agencies were J. Walter Thompson, Leo Burnett and McCannErickson Worldwide. Based in Japan, Dentsu, Inc., is the most important in the world. Arnold Worldwide of Boston is the agency that produced the latest EFFIE winning campaign for VW; it ranks fourteenth among U.S. agencies and had turnovers of $1.2 billion in 2003. An advertiser uses an external agency because they think it will be more effective in creating an ad or a full campaign than the advertiser would be on their own. Successful agencies like Arnold Worldwide really have strategic and creative experience, media knowledge, talented workforce and the ability to negotiate good agreements with customers. Advertising people who work for an agency are experts in their areas of expertise and are passionate about advertising, as history illustrates from within. There are several ways advertisers organize to handle their advertising. Large advertisers (whether companies or organizations) participate in the advertising process through their internal agencies or advertisingdepartments. The advertising department Most large companies have an advertising department. Your primary responsibility is to act as a liaison between the marketing department and the advertising agency (or agencies) and other providers. Depending on the business, the participation of the marketing department usually varies from company to company. The individual in charge of the advertising department may hold a title such as an advertising director or advertising manager. Generally, that person has great experience in all facets of advertising. In fact,

many have had jobs on the agency side, so they may have worked with advertisers on various roles and are familiar with their operations. As noted, the task of the advertising manager and his staff is to facilitate the interaction between the marketing department of the company and the agencies. Many companies may have hundreds of agencies working for them, although they typically have an of-record agency, which does most of their business and even manages the other agencies. The tasks that the advertising department carries out include: selecting agencies coordinates activities with advertisers (such as media, production, photography, compliance), ensures that work is done as scheduled, and determines whether the work has achieved the prescribed goals. The internal agency Companies that need greater control over their advertising have their own internal agencies. For example, large retailers realize that by making their own advertising they save on cost and meet their delivery times. Some fashion companies, such as Ralph Lauren, also create their own in-house agencies to retain full control over the brand's image and the fashion imposition it makes. An internal agency performs most of the functions of an external advertising agency and sometimes performs them all. The media The third participant in the world of advertising is the media (which from now on will be named as media). The media is composed of the communication channels that bring the advertiser's message to the audience and in the case of the Internet brings the audience's response back to the advertiser. The development of mass media has been a central factor in the development of advertising because they offer a way to reach a wider audience. These media are called media channels or media vehicles, but they are also companies, such as a newspaper or local radio station. Some of these media conglomerates are huge, like Time Warner andViacom. All media vehicles (newspaper, radio or television station, billboard company, etc.) have a department responsible for selling the space or advertising time. Each medium tries to help advertisers compare the effectiveness of multiple media when those advertisers try to choose the best option to use. Many media organizations help advertisers design and produce ads. This is particularly the case for local advertisers using local media, such as the retailer preparing an ad for a local newspaper. The main advantage of the use of media for advertising is that the cost for time in the media, for the space in the print media and for the time and space in interactive and supportive media, is distributed among the huge number of people that these

media reaches. For example, two million dollars may seem like a lot of money for an ad in the Super Bowl, but when advertisers are considered to reach more than 500 million people the cost is not as extreme. So one of the great advantages of mass media advertising is that it reaches many people with a single message in a very profitable way. A media sales representative usually meets with the advertiser or advertiser's representative (probably an ad agency) and tries to convince the advertiser that the medium is a good vehicle for delivering the advertiser's message. For example, a marketing representative for media provider Qwest Dex (US Yellow Section directory) calls hundreds of potential users in the Dex directory. The purposes of the visit are to describe the research that supports the use of this medium as an advertising vehicle, analyze the various advertising designs, offer help in the design of an advertisement and summarize the conditions of the purchase of space in the directory....