Journalism_4200 - What is Advertising 22/08/2007 10:02:00 o...

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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 identifiedits 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 its not selling the projectits helping consumers recall the name or an image o Message is crafted to speak to the audiences 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 wholl 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 thisand 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: doesnt have to be tweaked/changed/researched when used anywhere o If the message is the same but only translatedits 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 countrythe ads...
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Journalism_4200 - What is Advertising 22/08/2007 10:02:00 o...

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