Discover the intricacies of effective marketing through this comprehensive summary of Advertising (adv). Delving into the core principles of attracting, engaging, and persuading consumers, the document explores the AIDA framework, guiding readers through the stages of capturing attention, sparking ...
Advertising (adv)
meaning
↳ refers to paid messages of communication from the business to members of the
public and TM
• MC activity → B pays for a space to promote its products and services
• Described as a paid form of non-personal MC
• aimed at reaching potential customers who are willing to purchase products and
services from B
• used to influence buying behaviour of customers
• creates awareness of the products and services offered by B through creative
positioning + using different advertising mediums
Purpose of Advertising
↳ AIDA principles = used by B to explain the purpose of adv
A = Attract: get attention of potential customer
I = Interest: spark interest in g/s
D = Desire: develop desire for gls
A = Action: induce action of buying gls
Attract
• adv should immediately grab the attention of potential customers
• The disruption is achieved by strategically placing adv in unexpected places +
situations by using techniques such as guerrilla marketing
• B will use a personalised approach to attract attention
• use of powerful words + eye-catching pictures is used to grab attention
• message used to attract attention should be highly creative.
Interest
• Interest → vital purpose of adv
• Adv must be original + punchy + informativetbrief + result in a positive reaction → by
creating interest in gls
• Interest of customers can be captured by intentionally personalising the adv
• Capturing the interest = challenging aspect because they easily lose interest in adv if
not relevant to them
• B captures the interest of potential customers by proving that their product or service
, adds value to the lives of the customers
• B must stay focused on the needs of customers → by gaining their interest + not only
grabbing their attention.
Desire
• B can nurture desire after successfully grabbing consumer attention + maintained an
interest in gls
• Positive arguments = used to build up the desire for gls
• Promoting desire = adding additional features that customers already know about gls
• benefits of gls = emphasised to maintain desire
• Desire-achieved when B can establish an emotional connection between the product
and customer.
• Desire = effective in providing the platform for the customer to make the final decision
Action
• Customers → reached the action stage = acquired a positive impression of the
product that was advertised → now want to buy it
• action stage-dependent on the AID (previous)
• Customers take action once they believe that a benefit would be gained from gls
• Adv → aim to initiate action in the customer + have a specific call-to-action
• customers take action if its not complicated and has good reward
Examples of Adv Media
Printed media
• A very common means of mass communication = printed publications
• Printed media is a very important part of the marketing mix
• helps B to engage with their TM and potential TM
• Eg: magazines
Broadcast media
• described as the distribution of audio + video content to audience via any electronic
mass communications medium
• used to communicate a message or content → audio or video programming →
numerous recipients at the same time using a communication network
• Eg: television
Direct mail
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