Marketing Communications

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Marketing Communications
Advertising Techniques

4 Advertising Techniques

THE CONCEPT OF ADVERTISING

Mass communication is a process by which the message is transmitted to a large group of individuals
heterogeneous in nature, at about the same point in time.

The companies, especially those in consumer product markets, have to manage various problems that face
mass communication. Advertising requires that mass communication should be focused and targeted,
thus problems of mass communication require control to achieve effective message coverage. Advertising
must be managed and targeted when reaching out the large audience groups.

CONTROLLABLE FACTORS IN USING ADVERTISING

In using advertising through the mass media, certain elements of it have to be controlled to achieve
coverage effectiveness. These elements are:

1. The need to reach various market segments.


2. The selection of appropriate communication media to reach target segments.


3. The design of persuasive messages for groups instead of an individual.


4. The delay in response that may occur when communicating with large groups.

ADVERTISING DEFINED – as any paid form of non-personal presentation and promotion of goods,
services or ideas by an identified sponsor.

NATIONAL ADVERTISING – it is advertising done by a manufacturer of industrial or consumer
products that are distributed on a national or regional basis.

LOCAL ADVERTISING – this form of advertising is restricted in geographical coverage, it usually
covers a city or metropolitan area with its message targeted at local retailers.

THE ADVERTISER – the advertiser is the organization or person that initiates an advertisement and
pays its cost. The advertisement must receive the final approval of the advertiser before its publication
or broadcast can occur legally.

ADVERTISING AGENCIES – advertising agencies create and implement national or local
advertisements; they serve as middlemen between an advertiser (the producer or source of the message)
and the media vehicles, such as newspapers, magazine, radio and television stations. They are a collection
of specialists engaged in the planning, creating and placing or advertising through media. They are
specialized organizations which use audio visual aids to stimulate human instincts and needs, so that
consumers are favourably disposed to buying the advertiser’s goods and services.