promotion: advertising message and medium Flashcards
what is advertising based on?
message and the medium
what is the message?
what the communication needs to say
what is the medium?
how to get the message across to current and potential customers - target market
what are the two main purposes of advertising are to?
to inform and persuade
why are the two purposes linked?
as once potential customers know about a product or service, they may be more likely to buy it
what are the 8 key features of the message?
- low price
- good quality
- healthy
- lifestyle
- fashionable
- innovative
- useful
- tasty
what are the other words to describe the medium?
its how the enterprise choses to get its message across
medium:
what may a large enterprise advertise its products on?
television
medium:
what may a small, local enterprise advertise its products?
leaflets through letterboxes
depending upon the media, how can the message be conveyed?
through words, pictures, graphics, sounds and moving images
what is the overall aim of advertising?
to persuade someone to purchase
why can there be occasions when advertising has a third purpose?
to remind people to do something for example, how to stay fit and healthy
why does a government advertising campaign aimed at those who drink and smoke?
to inform them of the risks of drinking and smoking
what does a government advertising campaign aimed at those who drink and smoke persuade?
to reduce the amount of alcohol they drink and to give up smoking
why is it sometimes not easy to persuade people to change their minds?
it is difficult to change their habits even when they are informed of potential dangers
