advertising_is_a_form_of_communication_intended_to_persuade_an_audience

8/7/2019 Advertising_is_a_form_of_communication_intended_to_persuade_an_audience

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Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the nameof a product or service and how that product or service could benefit the consumer, to persuade atarget market to purchase or to consume that particular brand. These messages are usually paidfor by sponsors and viewed via various media. Advertising can also serve to communicate an

idea to a large number of people in an attempt to convince them to take a certain action.

Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effortto associate related qualities with the brand in the minds of consumers. Non-commercialadvertisers who spend money to advertise items other than a consumer product or service includepolitical parties, interest groups, religious organizations and governmental agencies. Nonprofitorganizations may rely on free modes of persuasion, such as a public service announcement.

Modern advertising developed with the rise of mass production in the late 19th and early 20thcenturies. Mass media can be defined as any media meant to reach a mass amount of people.

Different types of media can be used to deliver these messages, including traditional media suchas newspapers, magazines, television, radio, outdoor or direct mail; or new media such aswebsites and text messages.


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About Gogineni Group

Gogineni Group is a corporate conglomerate having diversified interests in

y Advertising y Film Productiony Film Distribution.

Gogineni Group is a closely held and professionally managed where in all the important posts and functionaries are heldby its Propreitor.


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The Group Promoter believes in single man leadership for fast, effective and dynamic decision making.

Group Companies:

Sensational Movies - A Telugu Movie production house.Lakshmi Talkies - A Telugu Movie Production and Distribution company.Gogineni Advertisings - An Advertising Consutants

Sensational Movies: Sensational Movies always commited its endeavour towards integrating professional andtransparent corporate culturefrom production to distribution, thereby furnishing the organization to edge and enrich the world of entertainment. Tilldate we have produced7 films in Telugu on the Sensational Movies Banner namely - Rakshana, Nallugur Monagallu(2004), Marana Poraatham(2005), PaatalaBairavudu(2006), Yugantham (2006), Gharjana (2007) and Mohini 9885738888 (2008).

Gogineni Advertisings: Gogineni Advertisings is a professionally managed company that emphasize to assist client in thedevelopment andgrowth of their brand presence and awareness by means of Outdoor Advertising.

Goginnei Advertisings was started on 10th October 2004 as a full fledged Advertising Consultants after acquring theadvertising assets of Cherukuri Group. Gogineni Advertisings in reference to the Media present is 7th largest advertising agents in HyderabadTwin cities.

y Innovative, commited and result oriented consortia of professionalism providing unparalleled qualityservices.

y Strive to deliver tangible concrete results coupled with the Clients budgets.


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Gogineni Advertisings is a professionally managed company that emphasize to assist clients in thedevelopment and growth of their brand presence and awareness by means of Outdoor Advertising.

y We are innovative, commited and result oriented consortia of professional providingunparalleledquality services.

y We strive to delivery tangible concrete results coupled with the client's budget. y The repeated business which counts to 80% of our revenues makes us pride and depicts

our impeccable Customer Service

Mission:

y To help Customers achieve their business objectives, by providing Innovative, Best-in-class dedicatedand affordable advertising solutions.

y To provide the best demographic coverage to all the esteemed customers. y We aspire for the customer growth which in turn helps us grow.

Values:Integrity, Dedication, Ownership

y We provide the best demographic coverage to all the esteemed customers. y

We aspire for the customer growth which in turn helps us grow. y Customer Centric, Quality focused and trust worthy service differentiates us from others. y Gogineni Advertisings has strong presence on the twin cities(Hyderabad & Secunderabad)

landscape.y We are the leading outdoor advertising agency with around 120 Billboards with a covered

area of about 72000 SFT in and around Hyderabad and Secunderabad

y Hierarchy of effects model [9]

It clarifies the objectives of an advertising campaign and for each individual advertisement. Themodel suggests that there are six steps a consumer or a business buyer moves through whenmaking a purchase. The steps are:

1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. The actual purchase


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y Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads theconsumer to a desired end state.

y

Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking thosebenefits with personal values.

y V erbal and V isual Images

y Types of advertising

y y y Paying people to hold signs is one of the oldest forms of advertising, as with this Human

billboard pictured above

y


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y y A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular

mediums for advertisers.

y y y A DBAG Class 101 with UNICEF ads at Ingolstadt main railway stationy V irtually any medium can be used for advertising. Commercial advertising media can

include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens,shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines,newspapers, town criers, sides of buses, banners attached to or sides of airplanes

("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins,taxicab doors, roof mounts and passenger screens, musical stage shows, subwayplatforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickerson apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarketreceipts. Any place an "identified" sponsor pays to deliver their message through amedium is advertising.

Digital advertisingTelevision advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market advertising format,as is reflected by the high prices TV networks charge for commercial airtime during popular TVevents. The annual Super Bowl football game in the United States is known as the mostprominent advertising event on television. The average cost of a single thirty-second TV spotduring this game has reached US$3 million (as of 2009). The majority of television commercialsfeature a song or jingle that listeners soon relate to the product. Virtual advertisements may beinserted into regular television programming through computer graphics. It is typically insertedinto otherwise blank backdrops [10] or used to replace local billboards that are not relevant to theremote broadcast audience. [11] More controversially, virtual billboards may be inserted into thebackground [12] where none exist in real-life. This technique is especially used in televised

sporting events[13]

[14]

Virtual product placement is also possible.;[15][16]

Infomercials: Aninfomercial is a long-format television commercial, typically five minutes or longer. The word"infomercial" combining the words "information" & "commercial". The main objective in aninfomercial is to create an impulse purchase, so that the consumer sees the presentation andthen immediately buys the product through the advertised toll-free telephone number orwebsite. Infomercials describe, display, and often demonstrate products and their features, andcommonly have testimonials from consumers and industry professionals.


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R adio advertising

R adio advertising is a form of advertising via the medium of radio. R adio advertisements arebroadcast as radio waves to the air from a transmitter to an antenna and a thus to a receivingdevice. Airtime is purchased from a station or network in exchange for airing the commercials.

While radio has the obvious limitation of being restricted to sound, proponents of radioadvertising often cite this as an advantage.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for theexpressed purpose of delivering marketing messages to attract customers. Examples of onlineadvertising include contextual ads that appear on search engine results pages, banner ads, intext ads, R ich Media Ads, Social network advertising, online classified advertising, advertisingnetworks and e-mail marketing, including e-mail spam.

Product placements

Covert advertising, also known as guerrilla advertising, is when a product or brand is embeddedin entertainment and media. For example, in a film, the main character can use an item or otherof a definite brand, as in the movie Minority Report , where Tom Cruise's character JohnAnderton owns a phone with the Nokia logo clearly written in the top corner, or his watchengraved with the Bulgari logo. Another example of advertising in film is in I, Robot , where maincharacter played by Will Smith mentions his Converse shoes several times, calling them"classics," because the film is set far in the future. I, Robot and Spaceballs also showcasefuturistic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the

vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded , which as a resultcontained many scenes in which Cadillac cars were used. Similarly, product placement forOmega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bondfilms, most notably Casino Royale . In "Fantastic Four: R ise of the Silver Surfer", the maintransport vehicle shows a large Dodge logo on the front. Blade Runner includes some of themost obvious product placement; the whole film stops to show a Coca-Cola billboard.

Phy sical advertisingPress advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or

trade journal. This encompasses everything from media with a very broad readership base, suchas a major national newspaper or magazine, to more narrowly targeted media such as localnewspapers and trade journals on very specialized topics. A form of press advertising isclassified advertising, which allows private individuals or companies to purchase a small,narrowly targeted ad for a low fee advertising a product or service. Another form of pressadvertising is the Display Ad, which is a larger ad (can include art) that typically run in an articlesection of a newspaper.


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Billboard advertising: Billboards are large structures located in public places which displayadvertisements to passing pedestrians and motorists. Most often, they are located on mainroads with a large amount of passing motor and pedestrian traffic; however, they can be placedin any location with large amounts of viewers, such as on mass transit vehicles and in stations, inshopping malls or office buildings, and in stadiums.

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboardon Lake Michigan.

Mobile billboard advertising

Mobile billboards are generally vehicle mounted billboards or digital screens. These can be ondedicated vehicles built solely for carrying advertisements along routes preselected by clients,they can also be specially equipped cargo trucks or, in some cases, large banners strewn fromplanes. The billboards are often lighted; some being backlit, and others employing spotlights.Some billboard displays are static, while others change; for example, continuously orperiodically rotating among a set of advertisements. Mobile displays are used for varioussituations in metropolitan areas throughout the world, including: Target advertising, One-day,and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional

events, and Big advertisements from smaller companies.

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of aproduct in visible locations in a store, such as at eye level, at the ends of aisles and nearcheckout counters, eye-catching displays promoting a specific product, and advertisements insuch places as shopping carts and in-store video displays.


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Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized inAustralia, and has begun growing in popularity in the United States, India, and parts of the

Middle East.[citation needed ]

Street advertising

This type of advertising first came to prominence in the UK by Street Advertising Services tocreate outdoor advertising on street furniture and pavements. Working with products such asR everse Graffiti and 3d pavement advertising, the media became an affordable and effectivetool for getting brand messages out into public spaces.

Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gainrecognition for their products and promote specific stores or products. Advertisers oftenadvertise their products, for example, when celebrities share their favorite products or wearclothes by specific brands or designers. Celebrities are often involved in advertising campaignssuch as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity canbe detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps'contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after hewas photographed smoking marijuana.

Sales promotions

Sales promotions are another way to advertise. Sales promotions are double purposed becausethey are used to gather information about what type of customers you draw in and where theyare, and to jumpstart sales. Sales promotions include things like contests and games,sweepstakes, product giveaways, samples coupons, loyalty programs, and discounts. Theultimate goal of sales promotions is to stimulate potential customers to action

Current trends[edit ] Rise in new media

W ith the dawn of the Internet came many new advertising opportunities. Popup, Flash , banner ,Popunder, advergaming , and email advertisements (the last often being a form of spam) are nowcommonplace. Particularly since the rise of "entertaining" advertising, some people may like an


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advertisement enough to wish to watch it later or show a friend. In general, the advertisingcommunity has not yet made this easy, although some have used the Internet to widely distributetheir ads to anyone willing to see or hear them. In the last three quarters of 2009 mobile andinternet advertising grew by 18.1% and 9.2% respectively. Older media advertising saw declines:10.1% (T V ), 11.7% (radio), 14.8% (magazines) and 18.7% (newspapers ). [citation needed ]

[edit ] Nic h e marketing

Another significant trend regarding future of advertising is the growing importance of the nichemarket using niche or targeted ads. Also brought about by the Internet and the theory of TheLong Tail , advertisers will have an increasing ability to reach specific audiences. In the past, themost efficient way to deliver a message was to blanket the largest mass market audiencepossible. However, usage tracking, customer profiles and the growing popularity of nichecontent brought about by everything from blogs to social networking sites, provide advertiserswith audiences that are smaller but much better defined, leading to ads that are more relevant toviewers and more effective for companies' marketing products. Among others, Comcast

Spotlight is one such advertiser employing this method in their video on demand menus. Theseadvertisements are targeted to a specific group and can be viewed by anyone wishing to find outmore about a particular business or practice at any time, right from their home. This causes theviewer to become proactive and actually choose what advertisements they want to view. [21]

[edit ] CrowdsourcingMain article: Crowdsourcing

The concept of crowdsourcing has given way to the trend of user-generated advertisements.User-generated ads are created by consumers as opposed to an advertising agency or thecompany themselves, most often they are a result of brand sponsored advertising competitions.

For the 2007 Super Bowl , the Frito-Lays division of PepsiCo held the Cr ash the Supe r Bowl contest, allowing consumers to create their own Doritos commercial. [22] Chevrolet held a similar competition for their Tahoe line of SU V s.[22] Due to the success of the Doritos user-generatedads in the 2007 Super Bowl, Frito-Lays relaunched the competition for the 2009 and 2010 Super Bowl. The resulting ads were among the most-watched and most-liked Super Bowl ads. In fact,the winning ad that aired in the 2009 Super Bowl was ranked by the USA Today Super Bowl AdMeter as the top ad for the year while the winning ads that aired in the 2010 Super Bowl werefound by Nielsen's BuzzMetrics to be the "most buzzed-about". [23][24]

This trend has given rise to several online platforms that host user-generated advertisingcompetitions on behalf of a company. Founded in 2007, Zooppa has launched ad competitions

for brands such as Google , Nike , Hersheys , General Mills , Microsoft , NBC Universal , Zinio ,and Mini Cooper . Crowdsourced advertisements have gained popularity in part to its costeffective nature, high consumer engagement, and ability to generate word-of-mouth. However, itremains controversial, as the long-term impact on the advertising industry is still unclear. [25]


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[edit ] Global advertising

Advertising has gone through five major stages of development: domestic, export, international,multi-national, and global. For global advertisers , there are four, potentially competing, businessobjectives that must be balanced when developing worldwide advertising: building a brand while

speaking with one voice, developing economies of scale in the creat ive process, maximisinglocal effectiveness of ads, and increasing the companys speed of implementation. Born from theevolutionary stages of global marketing are the three primary and fundamentally differentapproaches to the development of global advertising executions: exporting executions, producinglocal executions, and importing ideas that travel. [26]

Advertising research is key to determining the success of an ad in any country or region. Theability to identify which elements and/or moments of an ad that contributes to its success is howeconomies of scale are maximised. Once one knows what works in an ad, that idea or ideas canbe imported by any other market. Market research measures, such as Flow of Attention , Flow of Emotion and branding moments provide insight into what is working in an ad in any country or

region because the measures are based on the visual, not verbal, elements of the ad.[27]

[edit ] Foreign public messaging

Foreign governments, particularly those that own marketable commercial products or services,often promote their interests and positions through the advertising of those goods because thetarget audience is not only largely unaware of the forum as vehicle for foreign messaging butalso willing to receive the message while in a mental state of absorbing information fromadvertisements during television commercial breaks, while reading a periodical, or while passingby billboards in public spaces. A prime example of this messaging technique is advertisingcampaigns to promote international travel . W hile advertising foreign destinations and services

may stem from the typical goal of increasing revenue by drawing more tourism, some travelcampaigns carry the additional or alternative intended purpose of promoting good sentiments or improving existing ones among the target audience towards a given nation or region. It iscommon for advertising promoting foreign countries to be produced and distributed by thetourism ministries of those countries, so these ads often carry political statements and/or depictions of the foreign government's desired international public perception . Additionally, awide range of foreign airlines and travel-related services which advertise separately from thedestinations, themselves, are owned by their respective governments; examples include, thoughare not limited to, the Emirates airline (Dubai ), Singapore Airlines (Singapore ), Qatar Airways (Qatar ), China Airlines (Taiwan /Republic of China ), and Air China (People's Republic of China ).By depicting their destinations, airlines, and other services in a favorable and pleasant light,

countries market themselves to populations abroad in a manner that could mitigate prior publicimpressions. See: Soft Powe r

y See also: International Travel Advertising


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[edit ] Diversification

In the realm of advertising agencies , continued industry diversification has seen observers notethat big global clients don't need big global agencies any more. [28] This is reflected by thegrowth of non-traditional agencies in various global markets, such as Canadian business TAXI

and SMART in Australia and has been referred to as "a revolution in the ad world".[29]

[edit ] New tec h nolog y

The ability to record shows on digital video recorders (such as Ti V o) allow users to record theprograms for later viewing, enabling them to fast forward through commercials. Additionally, asmore seasons of pre-recorded box sets are offered for sale of television programs ; fewer peoplewatch the shows on T V . However, the fact that these sets are sold , means the company willreceive additional profits from the sales of these sets. To counter this effect, many advertisershave opted for product placement on T V shows like Survivor .

[edit ] Advertising education

Advertising education has become widely popular with bachelor, master and doctorate degreesbecoming available in the emphasis. A surge in advertising interest is typically attributed to thestrong relationship advertising plays in cultural and technological changes, such as the advanceof online social networking. A unique model for teaching advertising is the student-runadvertising agency , where advertising students create campaigns for real companies. [30] Organizations such as American Advertising Federation and AdU Network partner establishedcompanies with students to create these campaigns.

[edit ] Criticisms

Main article: Criticism of advertising

W hile advertising can be seen as necessary for economic growth, it is not without social costs.Unsolicited Commercial Email and other forms of spam have become so prevalent as to havebecome a major nuisance to users of these services, as well as being a financial burden oninternet service providers .[31] Advertising is increasingly invading public spaces, such as schools,which some critics argue is a form of child exploitation. [32] In addition, advertising frequentlyuses psychological pressure (for example, appealing to feelings of inadequacy) on the intendedconsumer, which may be harmful.

[edit ] Regulation

Main article: Advertising regulation

In the US many communities believe that many forms of outdoor advertising blight the publicrealm. [33] As long ago as the 1960s in the US there were attempts to ban billboard advertising in


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the open countryside. [34] Cities such as So Paulo have introduced an outright ban [35] withLondon also having specific legislation to control unlawful displays.

There have been increasing efforts to protect the public interest by regulating the content and theinfluence of advertising. Some examples are: the ban on television tobacco advertising imposed

in many countries, and the total ban of advertising to children under 12 imposed by the Swedishgovernment in 1991. Though that regulation continues in effect for broadcasts originating withinthe country, it has been weakened by the European Court of Justice , which had found thatSweden was obliged to accept foreign programming, including those from neighboring countriesor via satellite. Greeces regulations are of a similar nature, banning advertisements for children's toys between 7 am and 10 pm and a total ban on advertisement for war toys". [36]

In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising tochildren should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested fast food advertising that targets childrenwas an important factor in the epidemic of childhood obesity in the United States.

In New Zealand, South Africa, Canada, and many European countries, the advertising industryoperates a system of self-regulation. Advertisers, advertising agencies and the media agree on acode of advertising standards that they attempt to uphold. The general aim of such codes is toensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatoryorganizations are funded by the industry, but remain independent, with the intent of upholdingthe standards or codes like the Advertising Standards Authority in the UK.

In the UK most forms of outdoor advertising such as the display of billboards is regulated by theUK Town and County Planning system. Currently the display of an advertisement withoutconsent from the Planning Authority is a criminal offense liable to a fine of 2,500 per offence.

All of the major outdoor billboard companies in the UK have convictions of this nature.Naturally, many advertisers view governmental regulation or even self-regulation as intrusion of their freedom of speech or a necessary evil. Therefore, they employ a wide-variety of linguisticdevices to bypass regulatory laws (e.g. printing English words in bold and French translations infine print to deal with the Article 120 of the 1994 Toubon Law limiting the use of English inFrench advertising). [37] The advertisement of controversial products such as cigarettes andcondoms are subject to government regulation in many countries. For instance, the tobaccoindustry is required by law in most countries to display warnings cautioning consumers about thehealth hazards of their products. Linguistic variation is often used by advertisers as a creativedevice to reduce the impact of such requirements.

[edit ] Advertising research

Main article: Advertising research

Advertising research is a specialized form of research that works to improve the effectivenessand efficiency of advertising. It entails numerous forms of research which employ differentmethodologies. Advertising research includes pre-testing (also known as copy testing ) and post-


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testing of ads and/or campaignspre-testing is done before an ad airs to gauge how well it willperform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competingexamples of post-testing advertising research types.

Objectives of advertising

y They provide a means of communication and co-ordination between groups (client andagency working on different parts of a campaign.)

y These objectives also serve as a guide for decision-making and provide a focus for decisions that follow in the process of developing promotional plans.

y Objectives provide a benchmark so that relative success or failure of a programme can bedetermined.

Advertising is one of the components of marketing process . It is a non-personal and paidactivity of attracting the target audience to promote an advertising message of a product or service by firms, association, non profit organization and individuals in any one of the deliverymechanisms such as

y Television

y

R adio

y Movies

y Magazines y Newspapersy Sporting eventsy Billboards

The principles of advertising that includes:

y Act as an aiding tool to foster creativity in advertising campaigns


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y Advertising evaluation helps to determine which ads are the most effectivey principles of advertising shows the way to improve the performance of the advertisement

Forms of Advertising

There are different forms of advertising being practiced in the market place such as:y Advocacy

y R eminder

y Outdoor

y Comparative

y Direct-mail

y Point-of-purchase

y Institutional

y Persuasive

y Cooperative

y Specialty advertising


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y Informational

y P roduct

Advertising Objectives

Advertising Objectives are the accomplishment of the advertising communication to aspecific target audience during a given time frame. The cofour objectives in general:mpanyusually advertises in order to achieve any one of the following

y Brand Switching concept

y Trial

y Continuity

y Switching back

Advertising Budget

After finalizing an advertising objective, companies should work on advertising budget for eachone of its product lines taking into consideration the factors such as

y Competition

y Market share

y Brand recall


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y Product differentiation

y Different stages of product life cycle to promote their product or services

S elect the Right Advertising Approach

After deciding an advertising type, the company has to choose the type of approach to carry theadvertising message to the target audience. There are four types of approach namely

y Frequency

y R each

y Media timing

y Media impact

Advertising Evaluation

After showcasing the advertising campaign , companies have to evaluate the effectiveness of itsadvertising. Thus, advertising research is one kind of marketing research to determine theeffectiveness of its advertising. There are two types of advertising research to evaluate thoseadvertising campaigns namely

y Pre-testing approach

y Post-testing approach

The world's famous advertising research companies are

y Ipsos

y Millward Brown


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y Decision Analyst

y Perceptive

L imitations

There are few limitations of advertising in spite of communicating the message to the targetaudience such as

y Can't standardize the advertising campaign approach and evaluation methods too

y Advertising message cannot be focused to meet individual customer's needs and wants

y Non-affordability of cost factor for small and medium companies to use advertising

y Inability to provide deep insights about a product or service

C onclusion

Thus, adverting plays a vital role in promoting a product or service of any company who wouldlike to reach their target audience with a relevant advertising message. It's a life blood of anyproduct success in the market place . It's the responsibility of the companies to choose rightadvert suing agency, right message to reach out to right target audience to get a good brand recalland gain high market share of its products or services.

advertising_is_a_form_of_communication_intended_to_persuade_an_audience

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