Advertising: Message And Medium

Question 1

Define The message
Define The medium

Answer 1

The message is what the communication needs to say- what an enterprise wants to tell current and potential customers about its product.

The medium is how (an enterprise) to get the message across to current and potential customers- the target market.

Question 2

What is the purpose of advertising?

Answer 2

The purpose of advertising includes two main purposes:

1) to inform
2) to persuade

Both purposes are linked- once potential customers know about a product or service, they may be more likely to buy it.

Question 3

What are key features of The message?

Answer 3

There are 8 key features of the message:

1) Low price
2) Good quality
3) Healthy
4) Lifestyle
5) Fashionable
6) Innovative
7) Useful
8) Tasty

Question 4

Advertising as a Reminder:

While the overall aim of advertising is to persuade someone to purchase: there can be occasions when advertising has a third purpose which is?

Answer 4

While the overall aim of advertising is to persuade someone to purchase: there can be occasions when advertising has a third purpose which is to remind people to do something

Question 5

Advertising as a Reminder:

While the overall aim of advertising is to persuade someone to purchase: there can be occasions when advertising has a third purpose which is to remind people to do something.
Example

Answer 5

For example, how to stay fit and healthy. Government campaigns can be aimed at those who drink and smoke to:
1. Inform them of the risks of drinking and smoking
2. Try to persuade them to reduce the amount of alcohol they drink and to give up smoking. However, sometimes it isn’t easy to persuade people to change their habits even if informed of the potential dangers.

Question 6

Advertising as a Reminder:

While the overall aim of advertising is to persuade someone to purchase: there can be occasions when advertising has a third purpose which is to remind people to do something.
For example, how to stay fit and healthy. Government campaigns can be aimed at those who drink and smoke to inform them of the risks of drinking and smoking and try to persuade them to reduce the amount of alcohol they drink and to give up smoking.
However, what?

Answer 6

However, sometimes it isn’t easy to persuade people to change their habits even if informed of the potential dangers.