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Advertising


Advertising or advertizing in business is a form 
of marketing communication used to encourage, persuade, 
or manipulate an audience (viewers, readers or listeners; 
sometimes a specific group) to take or continue to take 
some action. 



Most commonly, the desired result is to drive consumer 
behavior with respect to a commercial offering, although 
political and ideological advertising is also common. This 
type of work belongs to a category called affective labor.
Advertising


In Latin, ad vertere means "to turn toward." The 
purpose of advertising may also be to reassure 
employees or shareholders that a company is viable 
or successful. 



Advertising messages are usually paid for 
by sponsors and viewed via various traditional 
media; including mass media such as 
newspaper, magazines, television commercial, radio 
advertisement, outdoor advertising or direct mail; 
or new media such as blogs, websites or text 
messages.


The model of Clow and Baackclarifies the objectives of an
advertising campaign and for each individual advertisement.
The model postulates six steps a consumer or buyer moves
through when making a purchase:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase



Means-End Theory suggests that an advertisement should
contain a message or means that leads the consumer to a
desired end-state.



Leverage Points aim to move the consumer from
understanding a product's benefits to linking those benefits
with personal values.
Advertising


The marketing mix has been the key concept to
advertising. The marketing mix was suggested by
professor E. Jerome McCarthy in the 1960s. The
marketing mix consists of four basic elements called
the four P’s.



Product is the first P representing the actual product.
Price represents the process of determining the value of
a product. Place represents the variables of getting the
product to the consumer like distribution channels,
market coverage and movement organization. The last
P stands for Promotion which is the process of
reaching the target market and convincing them to go
out and buy the product.


Celebrity branding



Consumer-generated advertising



Aerial advertising


Television advertising / Music in advertising



Infomercials
- Radio advertising
- Online advertising
- New media
- Product placements
- Press advertising
- Billboard advertising
- Mobile billboard advertising
- In-store advertising
- Coffee cup advertising
- Street advertising
- Sheltered Outdoor Advertising
Advertising
Advertising


Advertising is at the front of delivering the proper
message to customers and prospective customers.



The purpose of advertising is to convince customers
that a company's services or products are the best,
enhance the image of the company, point out and
create a need for products or services, demonstrate new
uses for established products, announce new products
and programs, reinforce the salespeople's individual
messages, draw customers to the business, and to hold
existing customers.
Advertising


Sales promotions are another way to advertise.



Sales promotions are double purposed because they are
used to gather information about what type of
customers one draws in and where they are, and to
jumpstart sales.



Sales promotions include things like contests and
games, sweepstakes, product giveaways, samples
coupons, loyalty programs, and discounts.



The ultimate goal of sales promotions is to stimulate
potential customers to action


Niche marketing



Crowd sourcing



Global advertising



Foreign public messaging



Diversification



New technology



Advertising education
Advertising

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