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

Emotional

Focus on the consumers feelings (love, romance,

pride)

Rational

Focus on consumers basic needs for health and

security

Focus on the consumers reasoning abilities (cost,

safety, convenience)

Social

Focus on the way that social pressures influence

consumer behaviour (odour, weight, acne, fashion)
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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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