Advertising (adv)
meaning
↳ refers to paid messages of communication from the business to members of the
public and TM
• MC activity → B pays for a space to promote its products and services
• Described as a paid form of non-personal MC
• aimed at reaching potential customers who are willing to purchase products and
services from B
• used to influence buying behaviour of customers
• creates awareness of the products and services offered by B through creative
positioning + using different advertising mediums
Purpose of Advertising
↳ AIDA principles = used by B to explain the purpose of adv
A = Attract: get attention of potential customer
I = Interest: spark interest in g/s
D = Desire: develop desire for gls
A = Action: induce action of buying gls
Attract
• adv should immediately grab the attention of potential customers
• The disruption is achieved by strategically placing adv in unexpected places +
situations by using techniques such as guerrilla marketing
• B will use a personalised approach to attract attention
• use of powerful words + eye-catching pictures is used to grab attention
• message used to attract attention should be highly creative.
Interest
• Interest → vital purpose of adv
• Adv must be original + punchy + informativetbrief + result in a positive reaction → by
creating interest in gls
• Interest of customers can be captured by intentionally personalising the adv
• Capturing the interest = challenging aspect because they easily lose interest in adv if
not relevant to them
• B captures the interest of potential customers by proving that their product or service
, adds value to the lives of the customers
• B must stay focused on the needs of customers → by gaining their interest + not only
grabbing their attention.
Desire
• B can nurture desire after successfully grabbing consumer attention + maintained an
interest in gls
• Positive arguments = used to build up the desire for gls
• Promoting desire = adding additional features that customers already know about gls
• benefits of gls = emphasised to maintain desire
• Desire-achieved when B can establish an emotional connection between the product
and customer.
• Desire = effective in providing the platform for the customer to make the final decision
Action
• Customers → reached the action stage = acquired a positive impression of the
product that was advertised → now want to buy it
• action stage-dependent on the AID (previous)
• Customers take action once they believe that a benefit would be gained from gls
• Adv → aim to initiate action in the customer + have a specific call-to-action
• customers take action if its not complicated and has good reward
Examples of Adv Media
Printed media
• A very common means of mass communication = printed publications
• Printed media is a very important part of the marketing mix
• helps B to engage with their TM and potential TM
• Eg: magazines
Broadcast media
• described as the distribution of audio + video content to audience via any electronic
mass communications medium
• used to communicate a message or content → audio or video programming →
numerous recipients at the same time using a communication network
• Eg: television
Direct mail
meaning
↳ refers to paid messages of communication from the business to members of the
public and TM
• MC activity → B pays for a space to promote its products and services
• Described as a paid form of non-personal MC
• aimed at reaching potential customers who are willing to purchase products and
services from B
• used to influence buying behaviour of customers
• creates awareness of the products and services offered by B through creative
positioning + using different advertising mediums
Purpose of Advertising
↳ AIDA principles = used by B to explain the purpose of adv
A = Attract: get attention of potential customer
I = Interest: spark interest in g/s
D = Desire: develop desire for gls
A = Action: induce action of buying gls
Attract
• adv should immediately grab the attention of potential customers
• The disruption is achieved by strategically placing adv in unexpected places +
situations by using techniques such as guerrilla marketing
• B will use a personalised approach to attract attention
• use of powerful words + eye-catching pictures is used to grab attention
• message used to attract attention should be highly creative.
Interest
• Interest → vital purpose of adv
• Adv must be original + punchy + informativetbrief + result in a positive reaction → by
creating interest in gls
• Interest of customers can be captured by intentionally personalising the adv
• Capturing the interest = challenging aspect because they easily lose interest in adv if
not relevant to them
• B captures the interest of potential customers by proving that their product or service
, adds value to the lives of the customers
• B must stay focused on the needs of customers → by gaining their interest + not only
grabbing their attention.
Desire
• B can nurture desire after successfully grabbing consumer attention + maintained an
interest in gls
• Positive arguments = used to build up the desire for gls
• Promoting desire = adding additional features that customers already know about gls
• benefits of gls = emphasised to maintain desire
• Desire-achieved when B can establish an emotional connection between the product
and customer.
• Desire = effective in providing the platform for the customer to make the final decision
Action
• Customers → reached the action stage = acquired a positive impression of the
product that was advertised → now want to buy it
• action stage-dependent on the AID (previous)
• Customers take action once they believe that a benefit would be gained from gls
• Adv → aim to initiate action in the customer + have a specific call-to-action
• customers take action if its not complicated and has good reward
Examples of Adv Media
Printed media
• A very common means of mass communication = printed publications
• Printed media is a very important part of the marketing mix
• helps B to engage with their TM and potential TM
• Eg: magazines
Broadcast media
• described as the distribution of audio + video content to audience via any electronic
mass communications medium
• used to communicate a message or content → audio or video programming →
numerous recipients at the same time using a communication network
• Eg: television
Direct mail
