Advertising as a communication tool
Video: Advertising as a Communication tool. 2024, July
Advertising is one of the components of integrated marketing communications, along with publicity, public relations, personal sales and sales promotion.
Instruction manual
1
Advertising has all the elements inherent in communication. Using it, information about goods or services is transmitted from the manufacturer to the potential buyer. There are several channels for transmitting this information, as well as customer feedback for each of them.
2
The main purpose of advertising in the marketing communications system is the marketing of goods and the promotion of services. She performs tasks such as informing, exhorting, positioning, reminding, image-building and retention of loyal customers.
3
Exhortation is a step-by-step formation of preferences for a product, a customer’s motivation to choose it. Positioning - allocation of a product’s place among its competitors. Image building - creating a long-term good relationship with the product. A reminder is the constant refreshment of product information in a person’s memory.
4
Advertising performs its tasks, referring to the motives of consumers: what they want to get from the product. Maslow's pyramid clearly shows what people are striving for at each level.
5
There are basic and additional channels for the distribution of advertising. The main ones are print media, the Internet, television, radio and outdoor advertising. Each of these channels has its pros and cons.
6
Additional channels are mainly used as part of advertising campaigns. This is print advertising, exhibitions and fairs and souvenir products.
7
The following types of print advertising are distinguished: catalogs, brochures, leaflets and booklets. They are distributed either by promoters, or from partners, or at special events.
8
Exhibitions and fairs are also a place of distribution of advertising. The exhibition is a short-term event, held once a year at approximately the same time. Its purpose is to familiarize consumers with samples of goods and services. The fair is also a short-term event. It is part of a larger event and aims to distribute product samples.
9
Souvenir advertising is a present to a potential buyer from the manufacturer. Among the most commonly used souvenirs are calendars, business gifts, small products with the company logo - pens, lighters, key chains.
10
As part of an advertising campaign, different channels of information transfer are combined. The main rule in this case is the creation of a unified style of messages and design for all channels.
