ADVERTISING

Advertising is used to create goodwill for a company or organization as well as to sell goods and services. When such advertising is designed for public service organizations, advertising agencies donate the work of their employees and the media donate time and space for the advertisements.
Advertising brings seller and buyers together. It helps sellers to compete for a share of the market by encouraging people to try new products, to maintain product loyalty or to switch brands. Most advertisements are the product of a process involving:
- Research – observations, interviews, focus groups to help the advertiser understand consumer behavior
- Positioning – selection of an audience and a theme or concept to make the product or service appear favorably among comparable products and services.
- Media selection – from among the television and radio programs, newspapers and magazines that the target audience watches, listens to and reads.
- Composition of the advertisement – the teamwork of creative directors, copywriters, photographers, artists.

Though superficially alike, advertising and public relations differ significantly. The advertiser buys time and space to reach the public. Public relations operate more quietly, behind the scene. “The advertising man must know how many people he can reach with the media, the public relations man must know how many people he can reach within the media.”
The advertiser reaches the public through the media, and the media depend on advertising for survival. Newspapers receive about three-fourths of their income from advertising, a fourth from circulation. Commercial broadcast stations receive all their revenue from advertising.

How Advertising Works

The purpose of advertising, and the goal of the advertising employee is to put seller and buyer together. Advertising works in five ways to do this:
1. By making the product or service familiar to the people
2. By reminding people about the product or service
3. By spreading news about the product or service to the people
4. By overcoming inertia in potential costumers
5. By adding value to a product that is not in the product

Positioning

Advertising is used by sellers to influence buyers to select their product or services. The choice usually is made from among several similar goods and services, which means that the advertiser must position his product so that the buyer decides to choose the seller’s particular product or service.
To position the product successfully, to reach the buyers successfully, the advertiser tries to understand costumer behavior. Buyers characteristic that advertisers study include sex, age, education, where potential buyers live, the kinds of homes they occupy, their family makeup, their attitudes towards the seller’s product. On the basic of market research an advertising program is drawn up.
The agency’s job was to direct the market to the new product. The copy writer came up with the line.

Promising Pleasure

The theme that is selected implies that if the costumer acts on the advertising he or she will be pleased. The theme may be the low price of beef at the local market – which promises the satisfaction of saving money. Some advertising people say the sell an emotion, not a product. Examples: Automobile advertisements promise neighbor-envy. Perfume and cologne advertisements promise the attraction of the opposite sex. Insurance advertisements promise a feeling of security.

The rule of three:
- Advertise to people ready, willing, and able to buy
- Use the media that reach them
- Make advertisements that win their business

Image Making

Advertisements combine information and image making. How to build an image of the product to appeal to intelligent, cultural costumers? Once the objective and theme are set, the advertisement is composed. Illustrations are selected, copy written, the commercial recorded and shot. The advertisement is then placed.

Media Selection

Agencies place advertisements for maximum effectiveness. So the media selection depends on the product that wants to be advertised and the reader or viewer that will hear or see that products. As themes for commercials, advertisers used comic relief, celebrities, cute kids and the tear-jerker.
Shades of Opinion

Some people say different things about advertisement. They look at the use and affectively advertisement for the reader/ viewer and costumer.
“Advertising is a meter off social and cultural change, though advertising is rarely controversial, only when a new idea no longer is threatening do marketers exploit it through advertising.”
“In the factory we make cosmetics; in the store, we sell hope.”
“Advertising can either increase or decrease the degree of sanity with people respond to words. Thus, if advertising is affirmative, witty educational and imaginative, it can perform its necessary commercial function and contribute to our pleasure in lift without making us slaves to be tyranny of affective works.
“Advertising, projects an image of what like could be and associate this image with it product.”
“The advertisements are by far the best part of any magazine or newspaper. Advertisements are news. What is wrong with them is what they are always good news.”

Team Work

The advertisement is the result of teamwork. In fact, teamwork is involved from the very time the client selects an agency. At that time, the client meets with the people who will be handling his or her account, media planners and the creative team. When the program is worked out, the media or medium selected, the creative team takes over.
The team plots the strategy:
1. Who is the audience?
2. What’s the theme?
3. What’s the message?

Saying It: The Content

What should the copy say? What kind of pictures should illustrate the message? The creative team has the job of bringing the advertising to life. The copywriter and the art director will assimilate and generate ideas.

Vocabulary for Copywriters

The psychology department of Yale University identified 10 words as the most personal and persuasive. They are:
1. New. Human beings continuously crave novelty
2. Save. Everybody wants to save something, whether it be time, energy or money.
3. Safety. This word indicates long-lasting product quality and personal well-being.
4. Proven. Documentation works.
5. Love. Everybody wants the inner satisfaction this word connotes.
6. Discover. Stimulates feelings of adventure and excitement.
7. Guarantee. Today’s costumers often demand a guarantee of some kind.
8. Results. Ultimate results are every costumer’s desire.
9. You. This is possibly the most persuasive word of all in ad copy.
10. Health. The health consciousness of the ‘80s can be applied to a wide variety of products.

The Results

There is actually no solid evidence that advertising alone can sell goods. Costumers, studies show, care about quality and cost, and unless they are given both they turn their attention elsewhere sooner or later.

Types of Advertising

Product advertising and institutional advertising make up the two broad classes of advertising:
1. Product Advertising.
The purpose of product advertising is to sell goods or to make the buyer favorably disposes toward the product. Product advertising can introduce a new product, maintain market position or improve it.
2. Product Institutional.
The purpose of institutional advertising is to make friends for the company or organization, to create goodwill.

Newspaper, magazines and broadcast stations and networks examine advertisements for acceptability and usually reject advertising that they find it questionable taste or that make outlandish claims. Finally, advertising personnel subscribe to a code of ethics.