4What is it? Advertising is a message designed topromote a product, a service, or an idea. The purpose of advertising is to sellproducts or services.
Characteristics of Advertisinga. A paid form of communication.b. Nonpersonal communication.c. Using the mass media as massifikasimessage.d. Is to persuade the audience.e. Aims to reach as many audiences.5
STEPS IN ADVERTISINGDjaslim by Saladin (2007:129)1. Setting goals or targets advertising (Mission)2. Set advertising budget (Money)3. Set messages to be delivered (Message)4. Assign media to be used (Media)5. To evaluate the results achieved (Measurement)6
7Advertising Media Advertising reaches people through variousforms of mass communication. These media includenewspapers, magazines, television, radio, the Internet, direct mail, outdoorsigns, transit signs, window displays, point-of-purchase displays, telephonedirectories, novelties.
10AIDA Advertising is designed toinform, influence, or persuade people. To be effective, an advertisement must firstAttract attention and gain a person’sInterest. It may then build Desire for aproduct and provide a method for them totake Action.
11Advertising Techniques Advertisers research the unique features ofthe product to determine the USP (uniqueselling proposition) and the big idea—thesimple message that will be used tocommunicate the USP to the targetaudience. Many firms use a SWOT analysis to helpthem with their advertising techniques.
12SWOT Strengths Outstanding features of the brand Positive consumer perceptions of the brand Features that are better, different or missingfrom competitor’s brands
13SWOT Weaknesses What is missing Negative consumer perceptions Features of competitor’s brand that are better
14SWOT Opportunities What are the newest trends that have not beenaddressed What are the latest developments intechnology Are there gaps in the market
15SWOT Threats Are consumers finding replacement products Is the industry regulated
16Advertising Techniques Advertisers use a variety of techniques tocreate effective advertisements.
171. BASIC APPEALS Biological Focus on consumer’s basic needs for health andsecurity Emotional Focus on the consumers’ feelings(love, romance, pride) Rational Focus on the consumer’s reasoning abilities(cost, safety, convenience) Social Focus on the way that social pressures influenceconsumer behaviour (odour, weight, acne, fashion)
182. Attention-getting headlines A successful headline leads a person intoreading the rest of the ad. Some headlines attract attention bypromising the reader a personalbenefit, such as savings or improvement inphysical appearance.
193. Slogans Short phrases that a company uses over andover in its ads. Good slogans are easy to remember andstick in people’s minds.
204. Testimonials Advertisements in which a personendorses a product. The person may be someone who lookslike the average user of the product or itmay be a movie or TV star, athlete orother celebrity.
215. Product Characters Fictional people and cartoon animals orcharacters used in advertisements over along period of time (Jolly Green Giant)
226. Comparison of products Used most frequently to sell products thatcompete heavily with other brands. Advertisers compare their product withsimilar brands and point out the advantagesof using their brand.
237. Repetition One of the most basic techniques advertisers useto get their message across, whether it is acommercial broadcast several times a day or anad published frequently. Repetition can help build or reinforce acompany’s reputation. Advertisers also believethat the more people see or hear anadvertisement, the more likely they are to acceptthe message and want the product.