ADVERTISING Entrepreneurship 110

What is it? Advertising is a message designed to promote a product, a service, or an idea. The purpose of advertising is to sell products or services.

Advertising Media Advertising reaches people through various forms of mass communication. These media include newspapers, magazines, television, radio, the internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties, etc.

AIDA Advertising is designed to inform, influence, or persuade people. To be effective, an advertisement must first: Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.

Advertising Techniques Advertisers research the unique features of the product to determine the USP (unique selling proposition) and the big idea—the simple message that will be used to communicate the USP to the target audience. Many firms use a SWOT analysis to help them with their advertising techniques.

SWOT Strengths Outstanding features of the brand Positive consumer perceptions of the brand Features that are better, different or missing from competitor’s brands

SWOT Weaknesses What is missing? Negative consumer perceptions Features of competitor’s brand that are better

SWOT Opportunities What are the newest trends that have not been addressed? What are the latest developments in technology? Are there gaps in the market?

SWOT Threats Are consumers finding replacement products Is the industry regulated

Advertising Techniques Advertisers use a variety of techniques to create effective advertisements.

1. BASIC APPEALS Biological - Focus on consumer’s basic needs for health and security Emotional - Focus on the consumers’ feelings (love, romance, pride) Rational - Focus on the consumer’s reasoning abilities (cost, safety, convenience) Social - Focus on the way that social pressures influence consumer behaviour (odour, weight, acne, fashion)

2. Attention-getting headlines A successful headline leads a person into reading the rest of the ad. Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance.

3. Slogans Short phrases that a company uses over and over in its ads. Good slogans are easy to remember and stick in people’s minds.

4. Testimonials Advertisements in which a person endorses a product. The person may be someone who looks like the average user of the product or it may be a movie or TV star, athlete or other celebrity.

5. Product Characters Fictional people and cartoon animals or characters used in advertisements over a long period of time (Jolly Green Giant)

6. Comparison of products Used most frequently to sell products that compete heavily with other brands. Advertisers compare their product with similar brands and point out the advantages of using their brand.

7. Repetition One of the most basic techniques advertisers use to get their message across, whether it is a commercial broadcast several times a day or an ad published frequently. Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see or hear an advertisement, the more likely they are to accept the message and want the product. 

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