Subject: Introduction to Mass Communication
Submitted by SALMAN
Submitted to Mrs. Robina Nabeel
MINHAJ UNIVERSITY LAHORE, PAKISTAN
Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.
What is advertising?
Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
The time or space devoted to it is paid for
It uses a set format to carry the message rather than personal, one-on-one selling It identifies the sponsor of the message
How Many Ads to You See Each Week?
The average person is exposed to approximately 2000 ads each week. Do you see that many or more?
How doest Advertising use a set format?
Advertisements are measured by time or space.
A radio spot is usually 30 seconds long (time)
A newspaper ad can be 1/4 page (space)
Purpose of advertising:
To sell products or ideas by presenting its message so well that the customer will buy the product or accept the idea presented.
Promotional advertising is advertising that is designed to increase sales by creating an interest in products
introducing new products and businesses
explaining a product
supporting personal selling efforts
creating new markets
Institutional advertising attempts to create a favorable impression (image) and goodwill for a business or an organization Purpose is to develop a positive image by presenting information about a company’s role in the community, important public issues and topics of general interest.
Media are the agencies, means or instruments used to convey messages.
Advertising through print media:
Print media can include any of the following:
Why is Newspaper Advertising Important?
Approximately 55% of adults read the newspaper everyday?
Do you read the newspaper?
Do your parents or guardians read the newspaper?
National, State and Local:
1. U.S.A. Today
2. The Wall Street Journal
3. The New York Times
4. The Atlanta Journal/Constitution
What is a shopper?
1. Someone who likes to shop?
2. A community newspaper which contains no editorial content and is delivered free to persons who live in certain areas (full of ads) 3. The Thrifty Nickel
Advantages & Disadvantages of Newspaper Advertising:
1. Large readership
2. Known circulation (easy to target)
3. Low cost
4. Timely and flexible
Disposable (short lifespan)
Poor quality advertising
Consumer vs. Business:
Consumer magazines are read for personal pleasure or interest Reader’s Digest, Vogue, Sports Illustrated
Business magazines appeal to people with general interest in business or a particular field within business Business Week, Inc., Forbes, Marketing News
Direct Mail Advertising:
Advertising that is sent directly to prospective customers through the mail (More than $80 billion in goods and services sold annually through direct mail) Have you ever bought anything through direct mail advertising? What do you do with it when you get it?
Non-standardized outdoor signs are used by local firms at their place of business or in other locations throughout the community. Standardized outdoor signs are available to local, regional or national advertisers.
An example of outdoor sign:
Three types of standardized outdoor signs
Posters - Preprinted sheets put up like wallpaper on outdoor billboards (McDonalds) Painted...
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