What is Advertising?

What is Advertising?
Advertising is when your selling a product on TV, Internet, billboards, radio etc.

Different forms of advertising:

• Newspapers
• Magazines
• Direct mail
• Radio
• Outdoor signs (billboards)
• TV
• Internet

Adverts have 3 basic characteristics:

1. Ability to influence the audience.
2. Adverts should be of interest to the audience.
3. Should be easy to understand and interpret by the audience as intended.

What is a USP?

USP stands for Unique Selling Point. Its a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s.

An example of an USP would be a L'Oreal advert where they use celebrity endorsement (Cheryl Cole) to advertise the product. It surrounds the celebrities lifestyle and beauty with a catchy phrase ''because your worth it'' that makes women feel ''worth it'' and buy the product.


Adverts tend to follow four basic formats. They are listed down below:

Product Information format:
A style of advertising that focuses primarily on the product and stresses its utility. this includes description, characteristics and benefits.


Product Image Format:
An image of the product takes a vital role in the advert. Its often given qualities or symbolizes something in the ad.


Personalized Format:
A style of advertising that focuses on what the product could do for the user/buyer.


Lifestyle Format:
A style of advertising based on market segmentation according to the consumption style of a particular social group.



Here are some of the adverts that fall into one of these categories:

• L'Oral Paris - Personalized and lifestyle format
• Pepsi Commercial - Personalized
• Old Spice Advert - Product Image and personalized
• Dog strikes back : Volkswagen - Product information format

Watch a series of adverts and identify as accurately as possible the target audience for each:

• Coca cola ''We will rock you'' - Is for everyone because of different ethnicity in this advert including celebrities saying that celebrities drink coca cola as well, promoting the product even more. there is no limited age group to this as children were also seen in the crowd around the stadium.
  
• Lynx Excite Advert - Mainly aimed for men as the guy used the product and women (Angels) walked slowly to him. (Lifestyle fantasy).
  
• Doritos ''Goats4Sale'' - This advert is aimed at everyone with no limited age groups as the advert includes humor (Goat acting human). kids are able to watch this ad because there is no explicit scenes or bad languages involved also aimed to families as well.

What does the code say about exhorting children to buy a product?
Rules ensure that it must be followed if directing ads at children or featuring them includes rules about unsafe practices and unfair pressure, pester power and sales promotions for children.

What does the CAP code say about harm and offence towards people under the age of 18?
Rules to ensure that ads do not cause harm or serious or widespread offence. 

Includes rules relating to loudness of TV ads; Shock tactics, unsafe practice and photosensitive epilepsy.

What does the code say about the misleading advertising through exaggeration?
A key and extensive section of the code, containing rules such as substantiation (evidence to prove claim); pricing the use of the word 'free' availability of products, comparisons, testimonials and more.

 


Watch a variety of adverts and decide which technique is being used:
Flattering words - Chanel Rouge Luminous Intense Lipstick
Celebrity Endorsement - L'Oreal , Venus
Expert endorsement or statistical proof - Panasonic ''No Expert'', Colgate, Dermalogica
The New Ingredient - ''Got Milk!'' , Burger King
Nostalgia - cadbury wisps, Marathon snickers
Lifestyle Fantasy - Venus, Fereo Roche'es
Family Values - Volkswagen: ''The force'' , Weetabix golden syrup ''Dads day out''
Happy Kids - McDonalds, Toys'R'Us

key Frame Exercise