ADVERTISING

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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 person’s 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 idea—the 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 competitor’s brands

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SWOT Weaknesses

What is missing Negative consumer perceptions Features of competitor’s 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 consumer’s basic needs for health and security

Emotional Focus on the consumers’ feelings (love, romance,

pride)

Rational Focus on the consumer’s 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 people’s 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 company’s 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.