Upload
humayun-khan
View
215
Download
0
Embed Size (px)
Citation preview
7/21/2019 The New Trends in the Field of Advertising
1/20
Commnication and addvertising:
Commnication process : In general, communication is how people exchangemeaningful information. Models that reflect how communication occurs often include theelements shown below:
http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-
communication-process/
For communication to occur there must be at least two participants:
Message Source The source of communication is the party intending to
convey information to another party. The message source can be an
individual (e.g. salesperson! or an organi"ation (e.g. through
advertising!. #n order to convey a message the source must engage in
message encoding which involves mental and physical processes
necessary to construct a message in order to reach a desired goal (i.e.
convey meaningful information!. This undertaking consists of using
sensory stimuli such as visuals (e.g. words symbols images! sounds
(e.g. spoken word! and scents (e.g. fragrance! to convey a message.
Message $eceiver % The receiver of communication is the intended
target of a message source&s e'orts. or a message to be understood
the receiver must decode the message by undertaking mental and
physical processes necessary to give meaning to the message. )learly
http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-communication-process/http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-communication-process/http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-communication-process/http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-communication-process/7/21/2019 The New Trends in the Field of Advertising
2/20
a message can only be decoded if the receiver is actually e*posed to
the message.
)ommunication takes place in the form of a message that is e*changed
between a source and receiver. + message can be shaped using one or acombination of sensory stimuli that work together to convey meaning that
meets the ob,ectives of the sender. The sender uses a transmission medium
to send the message. #n marketing the medium may include the use of
di'erent media outlets (e.g. #nternet television radio print! promotion-only
outlets (e.g. postal mail billboards! and person-to-person contact (e.g.
salespeople!.
+dditionally communication can be improved if there is a two-way ow of
information in the form of a feedback channel. This occurs if the message
receiver is able to respond often uickly to the message source. #n this way
the original message receiver now becomes the message source and the
communication process begins again.
COMMNICATION AND ADDVERTISNG :
+ddvertising is the rst and formost process of commincation.the process of
getting an idea from one person to another is e*tremaly comple*.
)ommnication in addvertising occur in circular route between source and
audience. The addvertiser that genrates the idea is the source of the
commincation the idea to be commnicated is the message and the sourceencodes that message translating it into signals words or images that can
be understood by the audience. The person receive the encoded message
and the medium carry the encoded message to the audience. The audience
paly a vital role in the comminaction process because when people receive
the message they must interpert the meaning by a process called
decoding(bovee and thill0112! date accssed 34 ,une3505
+ddvertising in paksitani conte*t: +dvertising is an institution which
interprets the want-satisfying ualities of products services and ideas in
terms of the wants and needs of consumers. The participants of advertisingcommunication are a copywriter and an audience. The rst category is
usually represented by an advertising agency where a group of people
works on the production of a certain message on behalf of the advertiser.
6ehind the second category also stand a group people or audience who
usually by chance are e*posed to advertising from di'erent sources.
7/21/2019 The New Trends in the Field of Advertising
3/20
The most important distinction of medium is between speech and writing.
7owever under this heading such types of media as television radio print
can be specied. urthermore print advertising can be presented in form of
newspaper messages billboards special advertising brochures etc. 8ach
type has its own advantages available facilities and aws.
9ow during an advertisement communication model the adviser gives his
idea to the advertising agency. #n the encoding phase advertising agency
uses the media mi* to create an ad. hen the message is delivered then
target audience gets the idea understands it and give feedback. Therefore
di'erent strategies are used by the advertising agencies to make the
communication process e'ective. or e*ample through the applicationof
appealing music in the video etc
New trends in addvertising:+ddvertising is the paid nonpersonal comminication of information about the
products or ideas by an identied sponsor through mass madia an e'ort to
persuade or inuence bahviour. +ddvertising comminicate information about
the products or ideas (bovee and thill0112!
There are three goals of advertising. These goals are to:Inform
Persuade
and Remind.
;ooking into the history of advertising sellers had been using di'erent
communication media to inform buyers about their products and services.
8ven in the ruins of ancient +rabia and 8gypt commercial messages and
political campaign messages have been found. all or $ock painting for
7/21/2019 The New Trends in the Field of Advertising
4/20
commercial advertising can be traced back to #ndian rock art painting that
date back to
7/21/2019 The New Trends in the Field of Advertising
5/20
Shealth addvertising:Marketers are moving away from the traditional use
of celebrities as product hucksters since a cynical public no longer believes
that celebrities actually use the products they endorse in commercials. The
trend now is to brand celebrities with specic merchandise by having them
use or wear products in public appearances or promote them in media
interviews@without making it clear that the celebrities are paid
spokespeople.(mediaawareness.com! date accssed 34th,une3505
The trend of stealth advertising is more visible in estern countries. There
are two main reasons for the increase of this type of advertising are:
#t is more e'ective in a sense that the public are more convinced bythe superiority of the product as compared to its competitors when itsees a high prole celebrity using the brand.
The invention of AB$s has allowed the viewers to skip adverts is seenas one of their biggest benet of this device and thus the advertisershave to nd other ways to promote their product and the stealthadvertising is the best way to do it.
#n >akistan this trend has been used for a long time in )ricket where players
have mainly used bats of a specic company to promote it. The famous C)+D
bats used by #n"imam-ul-7a or the bats of C+hsan SportsD used by aseem
+kram can be regarded as stealth advertisement whereby these players
advertised the respective companies of sports goods.
Sorce( middlepag.com! shealth ads )+ bat 6E in"imam
7/21/2019 The New Trends in the Field of Advertising
6/20
Tergated addvertising:Targeted ads are a form of #nternet marketing.
Fsing sophisticated data collecting technologies eb sites can combine a
userGs personal information with surng preferences to create ads that are
specically tailored for that user.
Digital advertising:by using computer technology to add products to scenes
that were never there to begin with. This practice is common in sporting
events coverage where ads are digitally inserted onto the billboards
sideboards and playing surfaces in arenas and stadiums. while digital ads are
mainly used in sports coverage virtual advertising is starting to break into
the entertainment world as producers digitally insert products into TB scenes
after the scenes are shot.
Surce( mediaawarness.com)
nline internet addvertising:many companies are now using online
addvertisng it&s a form of 6T; techniues that use world wide web in order to
deliver the important messages regarding products or services to the
customer and the customer are also attrracted from this addvertisng. #ts
e'eictve media marketers are now more focusing on this media .
in pakistan this medium is used by di'erent organi"ation to commincate
their message and also by using this media they can reached to terget
audience. the social media such as acbook and Twitter are famouse in
paksitan and most of teens are using the social network now day" telecom
industries ufonemoobili #n >eshawar #)MS has used internet advertising on
yahoo apnasp. com and funma""a.com etc
7/21/2019 The New Trends in the Field of Advertising
7/20
,aa" ads on facebook sorce facebook.com
in game addvertising:This type of advertising is getting popular all over
the world and it targets mostly young people. #t refers to the use of computer
and video games as a medium in which to deliver advertising. Many
international companies advertise their products through this type ofadvertising to promote its products and increase its sales
Source (wiiki.com !+n adidas billboard is displayed in the foreground of the 011eople actually wait for a Ffone adespecially the ending as each ad ends in a slightly di'erent and humorousway. Something that >akistanis en,oy watching thoroughly.
The $am"an ads were also uite fun to watch with 9aveen as the modeleverybody loved watching the ad. The Ffone ad stood apart from the rest ofthe ads promoting bachat o'ers in their own ways again leaving its mark.
+nd then who can forget the CSab Se Sasti )allD +d of Ffone. >eople lovedthe ,ingle and the way the entire ad was made. +nd the inspiration as wellwhich is pretty good too ,ust in case anybody hasn&t seen it before. #t is veryrare to nd good local adaptations of international ideas but then again it alldepends on how one picks the ideas and adapts them to their reuirementlocally which was done in a decent manner in the Ffone ad.
( >ropakistan.com and pakmediablog.net! date accssed 34,une3505
7/21/2019 The New Trends in the Field of Advertising
18/20
Source sickplaylist.com
#n this add there is good background music in this add there is a story of boyand girl when the add starts hello salma its me faisal he said to girl now #can call you any time beacause # have ufone connection and its charges arehalf and low your call is free and then he laugh oyy line rent bhi nahe haiheheh and he was ,umping with ower he was astonished when he heard
the voice she was the mother of salama and he said ohh soory wrongnumber so this add is fulll of fun and humer but also ufone comminacte theirmessage that it have low charges as comapre to other networks so theycommincate their message in humerious way and also promote their produc
The another add which is about the ufone connection . in this add adeelhasmi play the role of doctor and mehreen play the role pf patient somahreen compalin to doctor that my cell is not working and # canot listen ortak onmy cell the doctor replay that dude there is problem with yourconnection not your cell and he said that you should buy ufone or change thesim into ufone by dilaling specic number which is 5HH 03HP03HP . so in this
add at the end doctor said to faisal ureshi what ur problemN 7e said sir #have no problem # want a new connection of ufone
7/21/2019 The New Trends in the Field of Advertising
19/20
Source (Slackmediaplaylist.com!
7/21/2019 The New Trends in the Field of Advertising
20/20