UNIVERSITY OF ZULULAND Department of Communication Science MARKETING AND ADVERTISING ACOM321/121/172 19th April 2010

COMMUNICATION the process of conveying information from a sender to a receiver, Communication requires that all parties understand a common language, It is the transaction [Trans + action] of information for a better understanding, It’s a process that involves exchange of information, thoughts, ideas and emotions, communication channel, encodes, decodes

Broad definition of communication verbal communication (written and oral communication) and non-verbal communication (body language, facial expressions and eye contact, and visual diagrams or pictures used for communication), Verbal communication (written communication, e.g. emails or snail mail) is further divided into written and oral communication (face-to-face communication), Non-verbal communication includes the overall body language: body posture, the hand gestures,

VISUAL COMMUNICATION as the name suggests is the communication through visual aid, It conveys information in forms that can be read or looked upon.

Advertising: Characteristics of effective ads On two levels: satisfy consumers’ objectives by engaging them and delivering a relevant message. And the ads must achieve the advertiser’s objectives, A customer may watch an advert for entertainment value or satisfy her curiosity, The advertiser’s objectives gain their attention, change purchasing behaviour, An advert should also create a sense of humor, Humor will satisfy the viewer’s curiosity and need for entertainment.

Three broad dimensions characterize effective advertising Strategy: specific objectives, certain audience, audience’s most important concerns, and runs it in media (print, broadcast, or the Internet, Creativity: creative concept is the ad’s central idea, the buying and placing of ads in the media require creative thinking execution: FINALLY, photography, setting, printing, and the production values have all been fine-tuned!

Advertising Objectives An advertising objective is a specific communication task to be achieved with a specific target audience during a specified period of time. (a) To inform - e.g. tell customers about a new product (b) To persuade - e.g. encourage customers to switch to a different brand (c) To remind - e.g. remind buyers where to find a product, The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model: get Attention, hold Interest, arouse Desire, and then obtain Action.

AIDA Model

Principles of good brand advertising: It is customer-oriented It concentrates on one selling idea It presents a unique and competitive idea It involves the consumer It is credible and sincere It is simple, clear and complete It clearly associates the selling idea with the brand name It takes full advantage of the medium It makes the sale