Advertising- pages 2-3 Flashcards
Advertising
It is based on the message and medium
- Message is what the communication needs to say
- Medium is how the message gets across to current and potential customers- the target market
What is the purpose of advertising?
To inform and persuade, these purposes are linked as once a customer knows about a product/service, they may be more likely to buy it
What does ‘the message’ mean in advertising?
This is what an enterprise wants to tell current and potential customers about it’s products
Key features of the message in adverting may include…
- Low price
- Good quality
- Fashionable
- Useful
Methods of advertising
- Moving image
- Ambient
- Digital
- Audio
Where does advertising appear in ‘Moving image’?
- Television
- Cinema
- Video sites
- Promotional DVDs
Where does advertising appear in ‘Print’?
- Local and national newspapers
- Magazines
- Leaflets
- Billboards
Where does advertising appear in ‘Ambient’?
Public places, such as bus stops and shopping centers
Where does advertising appear in ‘Digital’?
Company websites and social media, such as Instagram and Pinterest
Where does advertising appear in ‘Audio’?
Local and national radio
How does enterprises choose which advertising method to use?
This is influenced by different factors which is most suitable to promote their product
Name the factors which influence choice of adverting method
- Type of product
- Potential sales
- Cost
- Characteristics of target market
Why does ‘type of product’ influence advertising choice?
It is how best to promote a product’s features
Why does ‘cost’ influence advertising choice?
Methods like television adverts can be very expensive and only suitable for large enterprises. However other methods like leaflets may be better value of small enterprises
Why does ‘potential sales’ influence advertising choice?
An enterprise will want to get a financial return from it’s investment in advertising
Why does ‘characteristics of target market’ influence advertising choice?
Factors like income, gender and age will influence the method used to attract customers
Name an advantage of ‘moving image’ as advertising
Enables products with moving parts or practical use to be seen in action for how they can be used
Name an advantage of ‘print’ as advertising
Likely to be seen by a large number or people, in a specific location through local newspapers and billboards or a wide area with the use of national newspapers and magazines
Name an advantage of ‘Ambient’ as advertising
Outdoor adverting aims to catch the attention of passers-by
Name an advantage of ‘Digital’ as advertising
Enables a large and small business to connect with large numbers of people instantly
Name an advantage of ‘Audio’ as advertising
Allows businesses to speak directly to their target market
Disadvantage of ‘Moving image’
while your impressions may be high, you can’t guarantee that users paid attention to your ad. Ad blocking tools can also stop users seeing your ads.
Disadvantage of ‘Print’
Limited distribution
Disadvantage of ‘Ambient’
Difficult to evaluate the target audience
Disadvantage of ‘Audio’
The message is purely audio therefore a visual of the product is not shown
Disadvantage of ‘Digital’
Surfers may be on the internet for a specific purpose and may ignore the ads
