Advertising Fundamentals and Impact on Consumers
Advertising Fundamentals
Advertising is a key component of various marketing activities, specifically promotion. It serves to communicate a sponsor’s message to a specific audience, using paid, impersonal, and far-reaching media such as television, radio, print media, and the Internet, among others. The goal is to achieve predetermined objectives.
Difference Between Advertising, Publicity and Propaganda
Propaganda is generally considered the dissemination of an idea and is usually free. Advertising, on the other hand, is a set of activities used by a company to attract and increase its clientele.
Key Features of Advertising
The primary feature of advertising is communication. Communication is a process that consists of several elements:
- Issuer: The source of the communication.
- Coding: Definition of symbols used to communicate a message.
- Channels: The media used.
- Decoding: Interpretation of the symbols by the receiver.
- Answer: May or may not be what the issuer intended. It can be cognitive, affective, or behavioral.
- Feedback: Assessment of the receiver’s response through market research.
Consumer Sentiment
In the world of advertising, there are different types of consumer perceptions:
- Perception through humor
- Perception of everyday scenes
- Perception influenced by a famous person
- Perception influenced by a professional
- Brand Image
Influence of Advertisements
Advertisements (ADS) influence our tastes and encourage us to purchase.
Types of Advertisements:
- Presentation: Showcases the product’s characteristics.
- Qualification: Explains the product’s benefits.
- Comparative: Compares the product to competitive products.
- Presence of Brand or Slogan: Focuses on brand recognition.
Objectives of Advertising
- Advertising’s ultimate objective is to transmit information, create an attitude, or induce an action beneficial for the advertiser.
- To promote the sale of products or services, establishing relationships between merchant and consumer, and increasing the audience’s belief in the product or service.
- To inform about the goods or services, aiming to achieve procurement. This content is subject to commercial purposes, specifically to encourage the consumer to make a purchase.
- To influence the message recipient to modify their behavior. The message conveyed acts as a stimulus, causing a change in the recipient, expressed as a response.
Classification of Advertising
Advertising doctrine has followed different criteria for grouping the various means of publicity action into a coherent system. The most representative positions are:
Haas’s Classification
The number of advertising methods is almost unlimited, but they can fall into three general groups:
- Those directed to an isolated individual: press, radio, television, direct mail, gifts, etc.
- Those addressing the crowd: outdoor advertising, cinema, etc.
- Those capable of orienting toward the individual or the crowd: showcases, displays and booths, demonstrations, etc.
Clemente’s Theory
Based on the analysis of the elements that contribute to each medium, Clemente’s theory provides a classification arranged as follows:
- According to National Perception: The graphic or audiovisual medium determines its expression and values to support a particular message.
- For the Duration of Post-Public Contact: The nature of the medium determines the transience or retention of the message.