Journalism_4200 - What is Advertising 10:02:00 o...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: What is Advertising 22/08/2007 10:02:00 o Advertising is… • Communication, persuasion, entertainment, knowledge • Is not marketing • “ the Paid, non-personal communication of information about products or ideas by an identified sponsor through the mass-media in an effort to persuade or influence behavior . o If the sponsor is not identified…it’s propaganda o ‘non-commercial’ advertising – communicates an idea by a non-profit (.org, .edu) o non personal: advertising is not word of mouth o might be persuasion of attitude change rather than behavioral change o Characteristics of Great Ads • Strategically sound (strategy) o Carefully directed to a certain audience o Driven by specific objectives Sometimes it’s not selling the project…it’s helping consumers recall the name or an image o Message is crafted to speak to the audience’s most specific concerns o Run in the media that most effectively reach that audience Media placement is key • Strong Concept (memorability) o Central idea that gets your attention and sticks in your memory • Well Executed o Craftsmanship is impression o Details, techniques, and production values are fine tuned o How you say it o What you say comes from strategy o Classifications of Advertising 22/08/2007 10:02:00 o Target Audience • Consumer o Aimed at people who buy/and or/use products and services for personal use • Business o Aimed at people in business – who buy/and or/use products and services for business • Government o Army ads, other activities and spending the government is engaging in o Often end in .org o Aimed at people who’ll participate • Trade o Aimed at people who buy products/services for re-sell o Aimed a members of the trade o Trades: plumbers, farmers, hairdressers, carpenters o “use this…and tell your customers you use it” • Professional o A person in the professional target audience had to be certified: lawyers, teachers, doctors, accountants o Ads will look very much like a trade ad (content) the difference is the grade of target audience o Geographic Area • Global o The message that the advertiser has to communicate is consistent: doesn’t have to be tweaked/changed/researched when used anywhere o If the message is the same but only translated…it’s global • International o The advertiser does research, readjusts the ad/campaign/etc. to fit the local market – fix the ad to be appropriate to the culture • National o Ads and products that saturate the whole country, usually during prime time • Regional o Products that are only available in certain parts of the country…the ads...
View Full Document

This note was uploaded on 05/02/2008 for the course JOUR 4200 taught by Professor Frisby during the Spring '08 term at Missouri (Mizzou).

Page1 / 33

Journalism_4200 - What is Advertising 10:02:00 o...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online