Week 9: Advertising Selling a

Message

Dr. Aleena Tan Poh Ling

ADT 104:Introduction to Mass Communication
 Advertising
• Is any form of non-personal presentation
and promotion of ideas, goods, and
services usually paid for by an identified
sponsor.
• Non-personal means it is directed toward
a large group of anonymous people.
• Explanation : direct-mail advertising, which
may address to a specific person but is
prepared by a computer and signed by a
machine.

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 Advertising
• Being paid for differentiates advertising
from publicity, which is not usually purchased
• Explanation: this fact differentiates
advertising from publicity. Coke and GRAB
pay for the time and space they use to get
their message across. How about NGOs?
• sponsor identification is frequently the main
purpose of advertising (otherwise, why
advertise?)
• Explanation: prime purpose

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 Advertising

Advertising is a means of communication with the users of a

product or service. Advertisements are messages paid for by
those who send them and are intended to inform or influence
people who receive them.

Advertising Association of the UK.

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 Advertising

• In essence, advertising is a paid,

mediated form of communication
from an identifiable source,
designed to persuade the receiver
to take some action, now or in the
future

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Function of Advertising
• Serves a marketing function (helps companies sell
products or services)
• Educational (people learn about new or improved
products or services)
• Plays an economic role (encourages new
competition and lower prices)
• By reaching a mass audience, advertising increases
competition, thus it reduces the cost of personal
selling and distribution
• Performs a social function (helps increase
productivity and raises the standard of living, cultural
opportunities )
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Types of Advertising
• Classifications by target audience, or the
specific audience for whom a product or
service has an appeal
• Many target audiences can be defined, but
the most general are consumer and
business
• consumer advertising targets the people who
buy goods and services for personal use (B2C)
• business-to-business advertising is aimed at
people who buy products for business use
(B2B)

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 Types of Advertising
• Classification by geographic focus, such
as international, national, or local (retail)
audiences
• Classification by purpose, such as selling
a specific product or service as opposed
to trying to improve a company's image or
influence public opinion, (specific –
frozen pizza (quick dinner), plumber
services, petrol ad on clean energy (to
show socially responsible corporate effort)

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 Types of Advertising
• Classification by primary versus selective demand
• Primary demand advertising promotes a product category
(orange juice; beef; milk) rather than a specific brand (#gotmilk)
• Selective demand advertising promotes a particular brand of
product or service (for example, advertising Tropicana instead
of just orange juice)

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 Types of Advertising
Classification by direct versus indirect
action advertising.
• direct action advertising promotes direct,
short-term action from consumers (call
now, use the coupon this week etc.) to
see results quickly
• indirect action advertising promotes
long-term brand recognition and
consumer awareness, build company’s
image

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Advertising in Contemporary Culture
• Online advertising began in 1994 when the digital magazine
HotWired started a Web site with about a dozen sponsors who
paid to have advertising banners embedded on the site.
• Advertising and Internet have undergone a number of changes

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 Audience Control
• As consumers are taking more control over their media choices
and technologies have given individuals the power to choose
when, where and how they obtain news and entertainment, they
are increasingly making choices to avoid advertising.
• These developments have forced advertisers to look for other
means to reach audiences, such as product placement and viral
advertising.
• Viral advertising is a technique where companies create messages
that are so compelling that consumers willingly share them with
others through social networking sites, cell phones or e-mail.
• https://www.youtube.com/watch?v=j5vkSHseqCs
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 Example
Dove Evolution (a short film on Youtube)
https://
www.youtube.com/watch?v=iYhCn0jf46U

• 1.7million views thanks to good consumer

reaction (2006)
• Targeted search advertising, paying for links
to a product or service on search results
pages. Buzz marketing – a technique that
pays consumers to talk about products or
services
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 New Channel
• The digital revolution has open up additional avenues for advertising
using blogging, podcasting, and mobile phones.

• Bloggers (significant influence)

• Social media (Facebook, Youtube, Snapchat)

• Podcast

• Advertisers can select demographics and interest of their target market

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 Mobile Media : Apps and Advertising
• Alternatives for mobile phone advertising using mobile phones
GPS systems to display ads in the user’s vicinity.
• Example : Maxis – Waze – mall apps, GRAB, Starbucks
(nearest outlet)
• Apps help to keep a brand in consumer’s consciousness
because the consumer may see the app every time he or she
uses the phone (Lazada, Shoppee, Emirates)
• Banner advertisements (mobile games, language app)

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 User-Generated Content
• User-generated content has become popular with advertisers,
with some companies encouraging users to submit homemade
commercials

• Word-of-mouth buzz (process of actively influencing and

encouraging organic word of mouth discussion about a brand,
organization, resource or event.

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 Decoupling
• Internet advertising, unlike advertising through other media
outlets, lets advertisers target ads at the people most likely to
buy the product or service
• Example, instead of spending huge amounts on TV ads, Sony
could pay Google to have an ad displayed next to the search
results whenever anybody searches for “television set.”
• The Internet also makes it easier for advertisers to collect huge
amounts of data from large groups of people, enabling them to
learn more about how best to advertise to them

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 Google Adwords and Adsense
• Adwords lets people advertise on
Google.com, the Google Search
Network, and the Google Display
Network (content sites that are
not search engines)
• Businesses use Adwords to drive
targeted traffic to their website, in
the hopes that some of this traffic
converts to sales. Advertisers pay
Google a certain amount per ad
click
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 Google Adwords and AdSense
• AdSense lets publishers monetize their websites or blogs by
earning money from relevant Adwords ads displayed next to
their content
• The publishers received a small payment each time one of
these ads is clicked on. If your site has enough readers, this
can be a simple way to generate a revenue stream from your
content

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How Internet is Changing Advertising?
• https://www.youtube.com/watch?v=5wx0GfbC0BA

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 Future of Advertising
• New communication technology – including social media,
wearables, virtual reality is turning the advertising industry
upside down.

• Keywords : Intelligent, Experiential, Measurable

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 Future of Advertising
The future of advertising will be more intelligent:
• Artificial Intelligence (AI) to automate routine task and increase
better optimization
• AI allows advertisers to create custom ads that meet people
where they are
• Crucial to define the value exchange and providing consumers
with the opportunity to make an informed choice about their
participation

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 Future of Advertising
The future of advertising will be more experiential
• Earning customer’s brand loyalty through extraordinary
experiences is a must for brands today
• Emerging technology is going to give us a new understanding of
the consumer journey and what they triggers people to interact
with a brand
• Heightened level of insight about what people think, feel and do
after they interact with a brand’s advertising

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 Future of Advertising
The future of advertising will be more measurable:
• To understand advertising’s impact
• Ads formats such as VR and AR grow in popularity, the ability to
measure experiences in these mediums will become equally
important
• Advertisers use measurement to not just understand campaign
performance, but also to understand how a brand is moving
people through a journey and how advertising is fostering that
movement

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 Example

• https://youtu.be/Go9rf9GmYpM

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 Advertising Agencies
Top advertising agencies in 2019
https://themanifest.com/advertising/agencies

Top advertising agencies in Malaysia

https://clutch.co/my/agencies

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 Tutorial
Find an advertisement that you think is attractive (print
advertisement) and explain it’s types and function of the
advertisement.

Post your answer at: https://padlet.com/aleenatpl/yy4scvp8ksda

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