Advertising
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List of Courses
- Introduction to Advertising
- Persuasion Through Social Networking
[edit] Some basics
Advertising can be strictly defined as a message:
- from an identified sponsor
- distributed using mass media
- paid by the identified sponsor, and differentiated from non-advertising content
- has a persuasive intent, whether direct or indirect
The most prevalent mass media today include newspaper, magazine, out-of-home (OOH), radio, television, and digital (internet, mobile phone)
Other marketing activities and media channels sometimes fall under the advertising category and these services are often provided by advertising agencies, but strictly speaking, they are marketing communications:
- Public relations (events, press releases)
- Guerilla advertising
- Sponsorships, especially of events
- Direct Mail
- Product Placement
These are not strictly advertising because they do not meet one of the criteria, especially when the marketing cannot be distinguished from non-advertising content. For example, product placement in a film or television show is mass communicated, paid for, and identified (e.g. an actor clearly drinks a Pepsi), but there is no real way for a viewer to determine whether Pepsi paid for this, or if the placement was strictly the choice of the movie or TV writers. Press releases have the same problem of distinction. However, most commercials are obviously commercials, and viewers can distinguish paid, branded commercials from regular programming. However, as you will see, there is a modern trend toward intentionally blurring these lines.
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Educational level: this is a tertiary (university) resource. |
