COM3708 EXAM PACK 2023

COM3708
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Defining Advertising
Advertising is the persuasive and influential communication of
messages to a specified segment of an audience by an identified
advertiser who pays for unmodified messages to be delivered
through the mass media.


Paid communication
For commercial advertising messages, the advertiser is allowed to
provide any information on the product, service or idea advertised
because it is paid for by the advertiser.


Mass media
The advertising message is usually communicated to the target
audience by means of mass media, which include newspapers,
magazines, outdoor advertising, radio, television, cinema and the
Internet.
The messages are impersonal and advertisers receive delayed
feedback from members of the
audience.


Identified advertiser
The advertiser is introduced by the advertising message, the main
purpose of which is also to identify the advertiser’s product, service
or idea. The advertisement should also orientate the audience
positively towards the advertiser and the product, service or idea
advertised.




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