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

2. 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

3. 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. s 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,

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

5. 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.

6. 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!

7. 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.

8. AIDA Model

9. 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