• What is advertising?
• Types of advertising
• 7 killer facts about TV ads
• Ads in Arabic countries
• Changing nature of advertising
• Creative ads
4. What is advertising?
Advertising is any paid non-personal communication by a person or organization to
an intended audience. An advertisement may be released through a wide variety of
communication 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 as
building-up long-term image of a product, or to create immediate purchase response from
the target audience. Advertising is a cost effective means of achieving geographically
dispersed buyers. Advertisement allows a company to repeat an advertisement or a
message many times without appearing to be insistent. At the same time it provides to the
buyers information about different sellers. As advertisements are non-personal
communication they are non-intrusive on time and attention of the audience, as they are
not obliged to pay attention to the advertisement if they do not want to. Also as there is no
face to face communication, there is less inhibitions for companies as well as buyers about
the nature of subjects presented in the advertisement. For example, perhaps it may be
embarrassing for a sales person to suggest to a buyer that he should use mouthwash
because he or she has a bad breath. But subjects like these can be presented in
advertisements without the inhibition of face-to-face communication.
Advertisements also help their points more clearly and forcefully because culturally
people accept amplified expressiveness in advertisements, which in face-to-face
communication, is likely to be rejected outright as highly exaggerated and unrealistic.
Egyptians used papyrus to make sales messages and wall posters. Commercial
messages and political campaign displays have been found in the ruins of Pompeii and
ancient Arabia. Lost and found advertising on papyrus was common in Ancient
Greece and Ancient Rome. Wall or rock painting for commercial advertising is another
manifestation of an ancient advertising form, which is present to this day in many parts of
Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock
art paintings that date back to 4000 BC. History tells us that Out-of-home
advertising and billboards are the oldest forms of advertising.
Advertisement for a live radio
Edo period advertising An 1895 broadcast, sponsored by a milk
flyer from 1806 for a advertisement for a company and published in
weight gain product. the Los Angeles Times on May
7. 1. TV is the best profit generator
2. TV hardwires brand memories
3. We’re watching an hour more commercial
TV a week than 10 years ago
4. TV is the dominant youth medium
5. New technologies help people watch more
TV – programmes and ads
6. TV is the new point of sale
7. TV is the most talked about medium
14. Changing nature of advertisings
Not long ago advertising was very predictable. The use of the
newspapers, magazines, phone book, radio, or TV handled most advertising.
Businesses were confident that these were read or watched and, therefore, their
product would be known by the populace.
But today this is changing rapidly. Newspapers and magazines are
decreasingly the people's source of information. Many magazines and
newspapers struggle to stay afloat. Others have discontinued the printed version
and are available only online. Television programs are so bad that people would
rather pay for ad-free cable or satellite. If people do watch the ad-saturated
networks, many surf during the advertisements or simply leave the room. They
usually have plenty of time to make popcorn or scoop out some ice cream since
the ads seem to take up as much time as the program.
This fact means that companies are less likely to use these mediums to
advertise. The effect is that the media is further crippled and closer to the brink
of extinction. These recent statistics illustrate this trend. Magazine advertising
has fallen off 14.8%; newspaper advertising has dropped 18.7%; radio advertising
has decreased 11.7%; and TV ads have declined 10.1%. For the first time in
decades a rapid and graphic change is occurring concerning our source of
Advertising is a message designed to promote or
sell a product, a service, or an idea. Advertising
reaches people through varied types of mass
communication. In everyday life, people come into
contact with many different kinds of advertising as
we’ve discussed above.
The nature of advertising is persuading and
attracting bees to the flower you want to be
pollinated. Or in other words, attracting customers
that bring in money for exchange of the product or
service you want to sell. The basic nature of
advertising is "Persuasion" and "Exchange".