Understanding Advertising: Types, Objectives, and Impact
Understanding Advertising
Advertising is a key component of marketing, specifically within promotion. It communicates a sponsor’s message to a specific audience using various media, including television, radio, print, and the internet. These media have associated costs and are impersonal yet far-reaching. The goal is to achieve predetermined objectives.
Advertising vs. Publicity
Propaganda involves spreading an idea, usually freely, while advertising is a set of activities used by a company to attract and grow its customer base.
Features of Advertising
The primary feature of advertising is communication.
The Communication Process
Communication consists of several elements:
- Issuer: The source of the communication.
- Coding: Defining the symbols used to communicate a message.
- Channels: The media used.
- Decoding: The receiver’s interpretation of the symbols used by the sender.
- Answer: The response, which 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 Advertising
Consumers have different types of perceptions:
- Perception through humor
- Perception through everyday scenes
- Perception through a famous person
- Professional influence
- Brand Image
The Influence of Ads
Advertising influences our tastes and drives purchasing decisions.
Types of Ads
- Presentation: Highlights the product’s characteristics.
- Qualification: Explains the product’s benefits.
- Comparative: Compares the product to competitors.
- Brand Presence: Emphasizes the brand or slogan.
Objectives of Advertising
- To transmit information, create an attitude, or induce a beneficial action for the advertiser.
- To promote the sale of products or services, establish relationships between merchant and consumer, and increase belief in the audience.
- To inform about goods or services, aiming to drive a purchase action.
- To influence the recipient to modify their behavior. The message acts as a stimulus, causing a psychic change in the recipient, expressed as a response.
Classification of Advertising
Advertising can be classified using different criteria. One approach is:
Haas Classification
Advertising can be grouped into three general categories:
- Those directed to an isolated individual (press, radio, television, direct mail, gifts, etc.)
- Those addressing a crowd (outdoor advertising, cinema, etc.)
- Means capable of orienting toward the individual or the crowd (showcases, displays, booths, demonstrations, etc.)
Clemente Theory
This theory classifies advertising based on the elements contributing to each medium:
- 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 carries with it the transience or supports retention of the message.