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COM3708 Summarised Study Notes
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COM3708EXAM NOTES
,Defining Advertising
Advertising is the persuasive and influential communication of
messages to a specified segment of an audience by an identified
advertiser who pays for unmodified messages to be delivered
through the mass media.
Paid communication
For commercial advertising messages, the advertiser is allowed to
provide any information on the product, service or idea advertised
because it is paid for by the advertiser.
Mass media
The advertising message is usually communicated to the target
audience by means of mass media, which include newspapers,
magazines, outdoor advertising, radio, television, cinema and the
Internet.
The messages are impersonal and advertisers receive delayed
feedback from members of the
audience.
Identified advertiser
The advertiser is introduced by the advertising message, the main
purpose of which is also to identify the advertiser’s product, service
or idea. The advertisement should also orientate the audience
positively towards the advertiser and the product, service or idea
advertised.
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,Specified segments of audiences
Advertising messages are aimed at specific individuals and not at
every individual consumer. Certain products or services are
advertised only to those audience members whose needs and wants
will be satisfied by using it.
Persuasive/influential message
Message also aims to persuade consumers to buy a specific service,
use a specific product, or believe a specific idea. The message should
therefore be influential in nature in that a response or reaction
should be elicited from audience members.
Unmodified message
No gatekeeper may alter the advertising message.
The message should convey only the information that the advertiser
wants the target audience members to
receive.
It is clear that over the years the advertising phenomenon has
evolved enormously
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, Classification of advertising
Advertisers try to reach various audiences by means of numerous
advertisements. It is thus crucial for them to develop a system for
the classification of advertisements.
Advertisements can be classified according to:
• purpose,
• target audience,
• geographic area
• and medium,
they provide a framework for structuring the different ways in which
advertising is used to communicate a diverse spectrum of messages.
Classification by target audience
Consumer advertising (page 271)
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