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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.

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 persons 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 ideathe 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 competitors brands

SWOT

Weaknesses

What is missing Negative consumer perceptions Features of competitors brand that are better

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

SWOT

Threats

Are consumers finding replacement products Is the industry regulated

Advertising Techniques

Advertisers use a variety of techniques to create effective advertisements.

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1. BASIC APPEALS

Biological

Focus on consumers basic needs for health and security Focus on the consumers feelings (love, romance, pride) Focus on the consumers reasoning abilities (cost, safety, convenience) Focus on the way that social pressures influence consumer behaviour (odour, weight, acne, fashion) 11

Emotional

Rational

Social

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 peoples 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 companys 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.
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