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Understanding Advertising

jeremy | Tuesday April 07, 2009

Categories: Advertising, Intro to Advertising, Other Topics, Understanding Media, Understanding Key Topics

Advertising is the business of selling a product, service or idea to an audience. Huge advertising agencies make vast amounts of money creating adverts for companies and then distributing or broadcasting them. One of the largest advertising corporations is Saatchi & Saatchi.

Brief definition

Advertising is a persuasive way of communicating a message to a large number of people, known as a mass audience. For a communication to be advertising it has to be:

  • paid for
  • communicating to a mass audience
  • trying to persuade that audience to buy or do something.

It is in the manner of the persuading that is important in advertising. In order to be effective advertising has to communicate a message successfully, and there has to be an interactive process with the audience. If the message is effective, the audience receives the message. The purpose of advertising is to communicate an effective message which stimulates the desired action - usually a purchase of some sort

Advertising is a non-personal form of promotion that is delivered through the media. The effect of advertising as a method of mass promotion is that a single message can reach a large number of people. There are two types of advertising:

1. Mass Market Advertising

Mass market advertising is aimed at reaching the largest number of people, but does not always reach the desired target audience. This is can be an efficient use of promotional resources, if the message needs to communicate to a mass audience.

2. Niche Market Advertising

This is where the target market is carefully selected for age, gender, social status and other relevant factors. The advertising is aimed just at that target audiences.

The importance of advertising…

Advertising is important throughout the world because a great deal of money is spent marketing products, and the advertising industry supports a lot of jobs. An often quoted statistic by market research firm ZenithOptimedia estimates that worldwide...


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