ADVERTISING KELOMPOK 5

A. Definition of Advertising

Advertising is an effort or process to persuade the target market to take certain actions, such as buying a
product or using a service, bringing awareness to something, and so on. In businesses or companies,
advertising can be used for various purposes. Starting from increasing awareness of a brand, directing
potential customers to your business, promoting sales of new products or services to the market, and
differentiating products from competitors.

B. Types of Marketing

In a business, advertising has the aim of attracting new customers by establishing a target market and
reaching them through effective advertising campaigns. For a wider reach, companies will usually
implement more than one type of advertising. In general, nowadays there are many types of advertising
available.

The following are several types of advertising that you need to understand.

1. Online Advertising

Online advertising or what is often called online advertising is a type of advertising in which material is
delivered to the target audience online. This type of advertising has become quite popular and effective
in recent years.

2. Print Media Advertisements

This type of advertising can be found in print media such as magazines, newspapers, brochures, posters,
directories, and flyers. Even though it is not as popular as online advertising, print media advertising is
still used today to promote products or services. Generally, local print media is used by local businesses
to promote their business while reaching more customers.

3. Television Advertising

Before entering the digital era like today, television advertising was the most popular promotional
media for marketing products and services. Many large companies use this type of advertising to reach
their internal markets. Even so, television advertising is still a type of advertising that is quite effective
and is widely used by large companies. Although some of them have also moved to online advertising.

4. Outdoor Advertising

According to The Balance SMB, outdoor advertising is also known as advertising that will reach
customers when they are outside the home. One form of this type of advertising is in the form of
billboards which we usually find on the streets. This form of advertising is still considered effective as an
advertising medium.

ADVERTISING FUNCTION:
1. Information Source

By using advertising, a brand or company can help people choose alternative products that are better or
that suit their needs.

2. Economic Activities

Advertising can encourage economic growth, because producers are encouraged to always produce and
sell products to complement society's increasing needs.

3. Cost Burden Divider

Advertising can help create large economies of scale for each product or service. So this can reduce
production and distribution costs per unit of the product. In the end, it will lower the selling price to the
public.

4. Media Fund Sources

Advertising is one source of media funds that supports the media to continue to exist. The emergence of
many media has made competition even tighter.

5. Manufacturer Identity

Through advertising activities, the public will know the producers who produce these goods. There is a
company that in its advertisements actually emphasizes its own company.

6. Means of Control

Through advertising, people can differentiate between legitimate products and counterfeit products.

BENEFITS OF ADVERTISING :

1. As a tool for promotion

George Felton, the author of a book entitled "Advertising: Concept and Copy", said that the main
purpose of advertising is to convey that your company has something interesting to offer.

2. Increase Customer Awareness

Advertising can help companies increase awareness of their target audience while educating them about
the benefits they can get through purchasing the company's products or services.

3. As a comparison with competitors

Quoting one of the words of Gerald Tellis, the author of a book entitled "Effective Advertising:
Understanding When, How, and Why Advertising Works", bus advertising triggers consumers to
evaluate a company's products or services and compare them with similar competitors.

TIPS FOR DESIGNING AN ADVERTISING STRATEGI :

1. Use Storytelling
Story telling is a technique that you can apply in designing and packaging your message and advertising
strategy. This method can help you especially in attracting and influencing the target audience to take
the action desired by the company or brand.

2. Target Audience Emotions

An emotional response to this advertisement can influence someone's intention to make a purchase of
the product or service you are promoting. Therefore, try to create advertisements that can evoke
happiness, sadness, or appeal to other emotions that can persuade the target audience to take action.

3. Focus on benefits

Effective advertising should focus on the benefits your product or service can provide to target
consumers. Therefore, instead of explaining the features you have, try to talk about what positive
benefits customers can get when using the products or services you offer.

4. Choose the Most Suitable Channel

So that the message in the advertisement is more effective, make sure you choose the right channel.
First study your target audience to analyze which channels are most suitable and impactful.

GOOD ADVERTISING CONDITIONS :

1. Attention

According to the Corporate Finance Institute, creating surprises through creative visuals or
interesting advertising content is one of the best ways to attract consumer attention. Not only that,
unique ad placement will also influence consumer responses.

2. Interest

One thing you need to remember is that the content must be easy for the audience to consume so
that they don't lose interest. Written content should be easy to read in regular, medium to large
sized fonts. Avoid using content paragraphs that are too long because they can be difficult to read.
Instead, include short sentences or interesting slogans.

3. Desire (Need)

Companies can increase this emotional connection by reaching customers through different
channels such as telephone, email or social media. Talking to a skilled company representative can
also help customers build a good relationship with the company and encourage them to take the
next step.

4. Action

The final step in the AIDA advertising pattern is to encourage customers to take action. Even if the
action is making a purchase transaction, in many cases, the action can also be making an
appointment, making a phone call, or downloading marketing materials. The goal is to take
customers to the next stage. This process involves an invitation or what is often called a Call to
Action (CTA).
TYPES OF ADVERTISING :

1. Online Advertising

2. Advertising Through Print Media

3. Advertising Through Television

4. Advertising with Outdoor Media

5. Covert Advertising

BENEFITS OF ADVERTISING :

1. To promote

2. Compete with competitors

3. Increase competitor awareness

EXAMPLE OF ADVERTISING :

One example of advertising that is popular in the minds of consumers is Coca-Cola. This company itself
uses advertising to connect emotionally with its audience.

You may know that Coca-Cola displays a brand image that brings warmth and happiness to
togetherness.

This image has been ingrained in consumers' minds because it has been conveyed for years.

QUIZ :

1. What do you know about advertising?

2. What strategies do you know for designing advertising?
3. Mention the important functions in advertising that you know?
4. what types of advertisements often appear in advertising?
5. There are many examples of advertising that you can find in various media. However, what
really works?