Advertising Flashcards
(20 cards)
What is advertising?
Advertising consists of all activities involved in presenting an oral or visual message regarding a product, service, or idea. In other words advertising is the transfer of message or information from the advertiser to those who are targeted.
What is meant by advertising media?
Advertising is used by firms to make consumers more aware of their products and services. A medium of advertisement is the channel through which the message is conveyed to the public. The media is concerned with where the advertisement is to be placed. For example, in a newspaper or a television whenever an ad is to be carried out the proper medium must be selected. The different types of media are newspapers, magazines, radio and television etc.
What are some devices used in advertising?
Some devices used in advertising, is social acceptance, a consumer could make more friends if a particular brand of deodorant is used. Comedy, if the advertisement is amusing the product will be remembered by the consumers. Appeal of prestige and status, example, credit cards or good Apartments etc.
Distinguish between advertising media and advertising device media?
The media is concerned with where the advertisement is to be placed, for example, in a newspaper or on a television.
This is the method of appeal which shall be used in an advertisement. In other words these are the tools used by the advertisers in their promotion campaign to appeal to the type of consumers it is intended for.
What are the purpose of advertising?
Through advertising a firm can make its products more popular and can thus sell more, increasing net profit as a whole.
By advertising, a manufacturer can inform the public of the nature and the quality of the goods he is offering.
New products can be brought to the attention of people through advertising.
Branded goods are often advertised to keep the branded name in the public eye.
Business generally want to project a favourable image of themselves and this can be achieved through advertising.
What is informative advertising?
It is designed to give information which could be of benefit to firms of the public, for example, details of a new bus timetable. It is a way in which consumers are informed about new products that has been launched with a large scale of production.
What is persuasive advertising?
This is another purpose of advertising which serves to persuade the public to buy some goods or services. This advertisement shows a unique quality which is available in Other goods or services. For example. Singapore Airlines keeps several unique facilities which are uncommon than others like British Airways Bangladesh Biman etc.
What is collective generic advertising?
When all produces in one industry combined to advertise the product in general rather than their own particular brands it is called collective or generic advertising.
What is competitive advertising?
It is used by firms to encourage consumers to buy their products in preference to those of rival firms. Competitive advertising is often persuasive but can also be informative, for example, discount stores displaying detailed price list in the newspaper advertisements.
What is remainder advertising?
This is to inform and remind the public that a certain product is the one, which can satisfy their desires.
Why branding and packaging is important in increasing sales?
Branding means the selling of goods under the trademark or brand names of the manufacturer. Some producers identify the goods by a special sign or trademark and advertise on the basis of this. For example, Nike and Adidas.
Packaging of products are developed hand in hand with branding. Packaging not only serves as a protection for the product inside, but also to identify branded products and to give consumers and attractive appearance which may appeal with more satisfaction to the potential customers. Colourful packaging design encourages customers to buy more goods which required explanation of weight, how to use etc.
Why advertising agencies are important?
Firms can arrange their own advertising but when large sums of money are involved, they often employ specialists to handle. These specialists are the advertising agencies.
What are the functions of advertising agencies?
It is done to find out the products business prospects and the appropriate marketing techniques. Firstly, the agency will decide upon the medium and will determine a slogan for the product. At this stage, the advertisements is drawn and filmed. The agency, at this stage, books, space or time according to the medium used. The agency will monitor the advertisement to see if it had been successful and will advice the manufacturers what to do next.
What are the benefits of advertising?
The existence of advertising encourages competition between firms which results in lower prices and better quality product. It allows them to make a more informed choice when buying goods. Because of advertising, firms are able to sell more. Mass production can then take place which lowers the prices.
Discuss the criticisms of advertising?
Advertising is expensive, and if it is unsuccessful, it can result higher prices. It persuedes consumers to buy goods they do not always want. Consumers may also be persuaded to buy goods they cannot afford. It exploites consumers by appealing to their emotions and places undue emphasis on material possessions.
What are the advantages and disadvantages of newspaper?
It can reach a very large audience but it has short life. Newspapers can have national and religion coverage but it can only reach the literate. They have been provided to be a very successful medium but it has low quality production.
What are the advantages and disadvantages of magazine?
Interesting colour adverts are possible in magazine but the advertise must be placed weeks before the date of publication. Magazine has a high quality and longer life production, the images have to be eye-catching to get the readers attention. Specialist magazine allow companies to target specific markets but there is usually a large quantity of high-quality competitor.
What are the advantages and disadvantages of radio?
Radio needs to be particularly good medium to target young people but it isn’t a visually stimulating medium. It enables creative use of sound and music, but sometimes customers may become irritated by constant interruptions to music. It has audio and personal impact low cost but exposure life of a given radio message is very short.
What are the advantages and disadvantages of television?
Watching television is a favourite past time of many people because of its wide exposure but TV advertising messages are usually very short. It has high audience attention and personal impact but less audience selectivity. Use of a product can be demonstrated and explain, producing a TV advert is very costly as it requires advertising and broadcasting specialists.
What are the advantages and disadvantages of film/cinema?
Colour, sounds and movement can be used to engage the audience but the message can be short lived in the mind of the audience, particularly if it is seen only once. Age group can be targeted according to the movie rating, limited coverage as it is limited up to the film.
