COM3708 – Exam Pack

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. COM3708 – Exam Pack Specified segments of audiences Advertising messages are aimed at specific individuals and not at every individual consumer. Certain products or services are advertised only to those audience members whose needs and wants will be satisfied by using it. Persuasive/influential message Message also aims to persuade consumers to buy a specific service, use a specific product, or believe a specific idea. The message should therefore be influential in nature in that a response or reaction should be elicited from audience members. No gatekeeper may alter the advertising message. The message should convey only the information that the advertiser wants the target audience members to receive. It is clear that over the years the advertising phenomenon has evolved enormously