Definition Advertising - While according to Frank Jefkins (1997) advertisement is a message directed to persuade people to buy. The standard definition of advertising generally contains six elements:
Advertising is a paid form of communication, although some forms of advertising such as public service announcements, usually using special room for free.
In addition to the message to be delivered must be paid, in the ad also occur sponsor identification process. Ad not only displays a message about the greatness of the products offered, but also at the same time convey the message that consumers are aware of the company that manufactures the products offered.
Efforts to persuade and influence consumers.
Advertising requires elements of the mass media as a medium conveys the message to the target audience.
Advertising has not the nature of the personal
Advertising is the audience. In the ad must be clearly defined group of consumers who were targeted messages.
Put simply advertising is defined as "message that offers a product aimed to the public through the media". Basically, the only purpose of advertising is to sell a product, service or idea or the real goal is effective communication, which is where the final effect of advertising is to change the attitude or behavior of the receiver.
In advertising, the message delivered quickly to the consumer or to a wide audience and spread, where the message is delivered via electronic media (radio, TV) and print media (newspapers, magazines), because the media in fact appear to convince behavior, values and mean the sender is a greater interest than the recipient. In mass communication, communication that occurs is in one direction, in this case from producers to consumers. Producers or advertisers often change the old paradigm and match the potential consumers into a subject, not an object, when in fact the ads created for the benefit of producers, but as if behind that advertisement was made for the benefit of consumers.
Advertising should be designed to achieve specific objectives of the company, although the ultimate goal of the program is to encourage occur advertising purchasing decisions by consumers. Targeted advertising can be determined based on the clarification of whether the purpose of advertising intended to inform, persuade or remind alone.
Informative advertising. This means that companies must design the ads so that the important things about the product can be delivered in the advertising message. Ads that highlight the beneficial aspects of products are usually categorized as ads that are informative.
Advertising to persuade. Advertising is usually persuade consumers and play an important role for companies with a high level of competition. Where the company tries to convince consumers that the brand has to offer is the right choice. Ads that persuade usually poured into advertising messages comparison. The Company attempts to compare the advantages of the products offered by other similar products.
Ad reminded. Usually used to remind the advertising recall products already established. Many of these products are first established and the market is now gone because of the lack of ads that are reminiscent.
Some categories of advertising purposes become a reference in corporate strategy. The categories are then formulated in the form of questions such as who? What? Where? And how often ?.
Who ?. The most fundamental consideration underlying the formulation of the advertising strategy is the selection of the target market. Purposes related to whom, who describes the target market according to their basic needs, which is used as a decoy to a brand and the features / characteristics of the products that is a decoy in the form of demographic, psychological, or other characteristics that influence voting behavior.
What ? What question includes two kinds of consideration (1) what the emphasis is and (2) what its objectives ?. Problems associated with different emphasis firtur features and benefits that will be emphasized as well as the emotions to be generated when a brand advertises.
Where ? When ? How often ? Demographically, Which markets should be emphasized, months or seasons are favorable for advertising, as well as how often should a brand advertised.
The benefits of advertising that is bringing the message to be conveyed by the manufacturer to the general public. Ad reaches a variety of areas difficult to reach physically by the manufacturer on television or radio. Even if costs are nominally huge numbers, for manufacturers who can leverage the creativity in the world of advertising, the right advertising strategy to be cheap.
To be able to persuade, able to evoke memories maintain consumer products offered, it is necessary to appeal to the success of communication with consumers.
The appeal of such ads as below.
1. The appeal of rational advertising messages
There are several types of messages to generate rational appeal, so it gets the attention of consumers. Here are some types of rational advertising appeal:
Factual. This type is generally associated with high involvement decision is motivated by the message recipient to be able to process the information that displays the benefits of the product and product excellence while displaying plausible arguments, belong to the type of factual appeal.
Pieces of life (Slice of life). Displaying advertising messages pieces of life that many shown on television. Presented to the audience in the form of daily life. Eg advertising mothers in washing clothes. This detergent product to show how the activity of mothers in the washing problems. The influence of these ads want to order a process of imitation of the behavior of the audience.
Demonstration. Advertising messages displayed instrumental describe the ability of a product capable of solving problems such as drug advertising headache, dandruff remover floor cleaner which is a technique demonstrations messages are displayed ads.
Comparative advertising. Ads that attempts to compare the advantages of the products offered by other similar products. The Company seeks to convince consumers of the product being offered is better than the other.
2. The appeal is based feelings and emotions
Use of the appeal of the feelings and emotions are widely used for luxury products (cars, paintings, clothing etc.) As well as the products that are reasonably priced (coffee, toothpaste, mineral water etc.). Here is an advertising message to appeal the feelings and emotions:
Fear. Advertisement fear of ordinary displays negative aspects or matters relating to the dangerous behavior or improper use of the product. Examples advertisement fear, Product toothpaste displaying advertising messages that frighten consumers like the teeth will be brittle and break if not maintained by using the right toothpaste.
Humor. An emotional appeal because it can attract attention and may give rise to the appeal. Reasons for using humor because humor can make the message recipients obtain positive mood, then the probability of message reception is good and will be even greater. Another case in a bad state (bad mood), the audience likely will not notice the ad.
Animation. Animation is widely used for products that consumers children. The use of animation for advertising breakfast, chocolate, milk, sweets and other foods. The reason is to avoid the use of animation tedium of consumers, the animations are engineered to attract an audience.
Sex. Many ads that use sex as a theme of advertising appeal protests by public advertisement and controversial. The use of sex is a very powerful theme to draw attention of the audience, even for products not related to sex. Like the ad with the phrase "It's peanut".
Music. The use of music as an attraction for music ads will cause charisma, prestige and impression for the advertised product.
Fantasy. The use of fantasy is believed to cause the attention of penonoton. Small food products for children often use fantasy.
3. Planning Media
Selection of advertising media to convey the message plays an important role in the communication process. Without the media, the message will not be up to the consumer group that we want. Therefore, choosing the right media will determine whether the message to be conveyed to the target group will be up or not. First, the company must determine who the target consumer to be addressed. The target group of consumers can be grouped based on demographics such as age, education, income, family size, etc.. Second, companies need to see when the ad is served or delivered to the target consumers. Every time difference has the characteristics of different ..
Required three stages of decision-making regarding the selection of media in advertising:
Leaders should set common types of media to be used, should be used newspapers, television or magazines.
If the selected magazine periodicals, whether to use a special field type (eg, a magazine about family or general magazines).
Determination of the media should be established.
1. Print Media
Rhenald kasli (1995: 99) defines the print media is a media that is static and prioritizes visual messages. Media consists of a sheet with a number of words, pictures or photos in full color and white pages. In this sense, the print media are used as a medium for advertising is limited to newspapers and magazines.
2. Characteristics of the print media.
Print media actually has several characteristics that can not be matched by any electronic media such as television.
Reading stimulates people to interact with active thinking and creative reflection and digest it, so it is more likely to open a dialogue with the reader / consumer society.
Print media is more clear who the target consumer society or audiencenya.
Social criticism conveyed through print more weight or more effective.
Print media are more flexible, easy to carry anywhere.
In presenting advertising, print media more attractive and delivered more informative, complete and specific to meet the needs of the consumer society.
Print media illustrates that the existence nevertheless still be needed by the community and therefore ad will never run away from print media.
The economists in their studies, often the link between advertising and product demand. At least they can be grouped divided in three thought that is persuasive, informative and complementary.
Persuasive, this view stating that advertising is done to woo buyers. Advertising impact will affect demand or the level of sales through changing tastes and enhance customer loyalty to the brand.
Informative, including this group believe advertising plays a constructive manner. The information spread will shift and increase demand. This activity is done to facilitate the advertised product into the market.
Complementary, the holder of this school believe that advertising affects demand to boost consumer satisfaction or utility. The ads were created to increase the pride-pride when consuming a product.
This is similar to the current marketing concepts, products are not created to meet the needs of the community. But instead to create demand, creating demand. Keep in mind in understanding this idea that demand is not equal to the need.