ADVERTISING
ENT 12
2
3
What Do you Think About Advertising?
4
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.
5
Characteristics of Advertising
a. A paid form of communication.
b. Nonpersonal communication.
c. Using the mass media as massifikasi message.
d. Is to persuade the audience.
e. Aims to reach as many audiences.
6
STEPS IN ADVERTISINGDjaslim by Saladin (2007:129)
1. Setting goals or targets advertising (Mission)
2. Set advertising budget (Money)
3. Set messages to be delivered (Message)
4. Assign media to be used (Media)
5. To evaluate the results achieved (Measurement)
7
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.
8
9
10
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.
11
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.
12
SWOT Strengths
Outstanding features of the brand Positive consumer perceptions of the brand Features that are better, different or missing
from competitor’s brands
13
SWOT Weaknesses
What is missing Negative consumer perceptions Features of competitor’s brand that are better
14
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
15
SWOT Threats
Are consumers finding replacement products Is the industry regulated
16
Advertising Techniques Advertisers use a variety of techniques to
create effective advertisements.
17
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)
18
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.
19
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.
20
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.
21
5. Product Characters Fictional people and cartoon animals or
characters used in advertisements over a long period of time (Jolly Green Giant)
22
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.
23
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.
24