Content• What is advertising?• Types of advertising• Pioneers• 7 killer facts about TV ads• Ads in Arabic countries• Changing nature of advertising• Creative ads• Conclusion
What is advertising? Advertising is any paid non-personal communication by a person or organization toan intended audience. An advertisement may be released through a wide variety ofcommunication channels such as print media, broadcast and telecast, motion pictures,hoardings and bill boards, and point of purchase displays. Companies use advertising to achieve different marketing objectives such asbuilding-up long-term image of a product, or to create immediate purchase response fromthe target audience. Advertising is a cost effective means of achieving geographicallydispersed buyers. Advertisement allows a company to repeat an advertisement or amessage many times without appearing to be insistent. At the same time it provides to thebuyers information about different sellers. As advertisements are non-personalcommunication they are non-intrusive on time and attention of the audience, as they arenot obliged to pay attention to the advertisement if they do not want to. Also as there is noface to face communication, there is less inhibitions for companies as well as buyers aboutthe nature of subjects presented in the advertisement. For example, perhaps it may beembarrassing for a sales person to suggest to a buyer that he should use mouthwashbecause he or she has a bad breath. But subjects like these can be presented inadvertisements without the inhibition of face-to-face communication. Advertisements also help their points more clearly and forcefully because culturallypeople accept amplified expressiveness in advertisements, which in face-to-facecommunication, is likely to be rejected outright as highly exaggerated and unrealistic.
Pioneers Egyptians used papyrus to make sales messages and wall posters. Commercialmessages and political campaign displays have been found in the ruins of Pompeii andancient Arabia. Lost and found advertising on papyrus was common in AncientGreece and Ancient Rome. Wall or rock painting for commercial advertising is anothermanifestation of an ancient advertising form, which is present to this day in many parts ofAsia, Africa, and South America. The tradition of wall painting can be traced back to Indian rockart paintings that date back to 4000 BC. History tells us that Out-of-homeadvertising and billboards are the oldest forms of advertising. Advertisement for a live radioEdo period advertising An 1895 broadcast, sponsored by a milkflyer from 1806 for a advertisement for a company and published intraditional medicine weight gain product. the Los Angeles Times on Maycalled Kinseitan 6, 1930
1. TV is the best profit generator2. TV hardwires brand memories3. We’re watching an hour more commercial TV a week than 10 years ago4. TV is the dominant youth medium5. New technologies help people watch more TV – programmes and ads6. TV is the new point of sale7. TV is the most talked about medium
Changing nature of advertisings Not long ago advertising was very predictable. The use of thenewspapers, magazines, phone book, radio, or TV handled most advertising.Businesses were confident that these were read or watched and, therefore, theirproduct would be known by the populace. But today this is changing rapidly. Newspapers and magazines aredecreasingly the peoples source of information. Many magazines andnewspapers struggle to stay afloat. Others have discontinued the printed versionand are available only online. Television programs are so bad that people wouldrather pay for ad-free cable or satellite. If people do watch the ad-saturatednetworks, many surf during the advertisements or simply leave the room. Theyusually have plenty of time to make popcorn or scoop out some ice cream sincethe ads seem to take up as much time as the program. This fact means that companies are less likely to use these mediums toadvertise. The effect is that the media is further crippled and closer to the brinkof extinction. These recent statistics illustrate this trend. Magazine advertisinghas fallen off 14.8%; newspaper advertising has dropped 18.7%; radio advertisinghas decreased 11.7%; and TV ads have declined 10.1%. For the first time indecades a rapid and graphic change is occurring concerning our source ofinformation.
Conclusion Advertising is a message designed to promote orsell a product, a service, or an idea. Advertisingreaches people through varied types of masscommunication. In everyday life, people come intocontact with many different kinds of advertising aswe’ve discussed above. The nature of advertising is persuading andattracting bees to the flower you want to bepollinated. Or in other words, attracting customersthat bring in money for exchange of the product orservice you want to sell. The basic nature ofadvertising is "Persuasion" and "Exchange".