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
