WHAT IS ADVERTISING? A PAID MEDIATED FORM OF COMMUNICATION from and IDENTIFIABLE SOURCE, designed to PERSUADE the receiver to take some action, now or in the future.
TRADITIONALLY defined as any PAID NON-­‐PERSONAL COMMUNICATION about an ORGANIZATION, PRODUCT/SERVICE OR IDEA by an IDENTIFIABLE SOURCE. PAID refers to ADVERTISING generally being BOUGHT, apart from community messages that are donated. NON-­‐PERSONAL refers to the MASS MEDIA CHANNELS; TV, Radio, Newspaper, Magazines, therefore no immediate feedback.
THE MANY ROLES OF ADVERTISING The nature and purpose of advertising differs from one industry to another and across situations. Can be done by an industry to stimulate demand for the product category. EXAMPLE: RED MEAT, FEEL GOOD CAMPAIGN FOR THE AUSTRALIAN MEAT AND LIVESTOCK CORPORATION. à TO COMMUNICATE AND PERSUADE Advertising is still the most cost effective way to reach large audiences, therefore is a very important integrated marketing communication tool. à BRAND EQUITY Valuable tool for building company image; provides consumers with information as well as influence perception. Extremely important when products are difficult to differentiate through functionalities. à BRAND IMAGE Important role in the purchasing decision, advertising is the best tool to build brand image. EXAMPLE: BIGPOND “KEEP THE RABBITS OUT” COMMERCIAL; INCREASED PERCEPTION OF BRAND TO BE CONSIDERED WELL-­‐LIKED, CLEVER AND CAPABLE OF SUPRISING PEOPLE. LIKEABILITY TRANSLATED INTO INCREASED SALES. à RELATIONSHIP MARKETING
HISTORY OF ADVERTISING Early newspaper advertisements were confined to printed text only. Illustrations were rare until the 1860s. Advertising became a way of doing business when a merchant took out a full page for an advertisement. As radio and television were introduced more advertising agencies were created, as the number grew they began to demand