Introduction to Advertising
Advertising is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about goods (products, services, and ideas) by identified sponsors through various media; the dissemination of information or messages for a business purpose, usually intended to promote commercial transactions or to enhance a business’ general standing in the marketplace or the community. ← Advertising is communication: Advertising is very structured form of applied communication, employing both verbal and nonverbal elements that are composed to fill predetermined space and time formats that are controlled by the sponsor. ← Advertising is non-personal or mass communication: typically directed to groups of people rather than to individuals, i. e. consumers, business people, etc. ← Advertising is usually paid for by advertisers who pay various media to carry the ads, read, hear and viewed by the consumer or target market. Although some sponsors don’t have to pay for ads like public service messages or poster posted on a school bulletin. ← Advertising is usually paid for except ads, such as legal announcements, classified ads, obituary are intended merely to inform, not to persuade. Advertising is intended to be persuasive in nature about products (tangible), intangible (services), and ideas. ← Companies, individuals, and organizations usually pay for the ad. Advertising reaches us through different channels of communication – the medium – any paid means used to present an ad to its target audience. ← Traditional Mass Media: newspaper, magazine, radio, television, and billboards. ← Non-traditional media: shopping carts, blimps, videocassettes, caps, glasses, ball pens, etc. ← Electronic media
← Important dimensions of advertising:
1. Communication Dimension (Human Communication Process) - Advertising is actually a form of structured, literary communication. Source...
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