|
|
|
Universitas Gunadarma
|
|
Advertising
|
|
Gisela Deviandini
|
|
13616064
|
|
10/4/2016
|
|
|
Contents
Advertising is
an audio or visual form of marketing communication that employs an openly
sponsored, nonpersonal message to promote or sell a product, service or idea.
Sponsors of advertising are often businesses who wish to promote their products
or services. There are various
definitions of the term “advertising”. In very common terms ( Dyer 1990:2 ),
advertising means to inform a large number of people about something.
However
universal, Dyer’s defintion incorporates a range of essential aspects by which
one can deduce the advertising is a type of communication. By paraphrasing this
definition in terms of its most salient quality, that is, its informative
nature, advertising can be described as “communication” since communication
fundamentally means “information communicated” ( Webster’s New Encyclopedic
Dictionary 1994:199 ). Advertising is communicated through various mass media
such as newspapers, magazines, television, radio, outdoor advertising or direct
mail, search results, blogs, websites or text messages.
Advertising’s
most basic function is to utilize media to build a group’s awareness of a
message. The function of the message could be to build brand awareness,
encourage people to buy a product or service, inform about some specific topic.
Successful advertising attracts people to the “thing” being advertised and
causes them to take action – make a call, a purchase or whatever it is the
advertiser deems a goal or point of conversion.
A successful
advertising campaign will spread the word
about your products and services, attract costumers and generate sales. Whether
you are trying to encourage new costumers to buy an existing product or
launching a new service, there are many options to choose from. The following
list is types of advertising :
·
Newspaper
Newspaper
advertising can promote your business to a wide range of costumers. Display
advertisements are placed throughout the paper, while classified listings are
under subject headings in a specific section.
·
Magazine
Advertising in
a specialist magazine can reach your target market quickly and easily. Readers
tend to read magazines at their leisure and keep them for longer, giving your
advertisement multiple chances to attract attention. Magazines generally serve
consumers and trade.
·
Radio
Advertising on
the radio is a great way to reach your target audience. If your target market
listens to a particular station, then regular advertising can attract new
costumers.
However, sound
has its limitations. Listeners can find it difficult to remember what they have
heard and sometimes the impact of radio advertising is lost. The best way to
overcome this is to repeat your message regularly – which increases your costs
significantly.
·
Television
Television has an
extensive reach and advertising this way is ideal if you cater to a large
market in a large area. Television advertisements have the advantage of sight,
sound, movement and colour to persuade a customer to buy from you. They are
particularly useful if you need to demonstrate how your product or service
works.
·
Directories
Directories list
businesses by name or category. Costumers who refer to directories have often
already made up their mind to buy – they just need to decide who to buy from.
The major advantage of
online directories over print directories is that if you change your business
name , address or telephone number, you can easily keep it up to date in the
directory.
·
Outdoor
and transit
There are many
ways to advertise outside and on-the-go. Outdoor billboards can be signs by the
road or hoardings at sport stadiums. Transit advertising can be posters on
buses, taxis and bicycles. Large billboards can get your message across with a
big impact. If the same customers pass your billboard every day as they travel
to work, you are likely to be the first business they think of when they want
to buy a product.
·
Direct
mail, catalogues, and leaflets
Direct mail
means writing to customers directly. The more precise your mailing list or distribution
area, the more of your target market you will reach. A direct mail approach is
more personal, as you can select your audience and plan the timing to suit your
business. A cost effective form of direct mail is to send your newsletters or
flyers electronically to an email database.
Catalogues,
brochures and leaflets can also be distributed to the target area. Including a
brochure with your direct mail is a great way to give an interested customer
more information about the products and services.
·
Online
Being on the internet can be a cost-effective way to attract new costumers.
There are a number of ways to promote
the business online via paid advertising or to improve your search engine
rankings.
Other ways to
advertise the business online include promoting the products or services on
social media sites, blogs and search engines and other websites.
·
Pre-modern History
Egyptians used
papyrus to make sales messages and wall posters. Commercial messages and
political campaign displays have been found in the ruins of Pompeii and Arabia.
Lost and found advertising on papyrus was common in Ancient Greece and Ancient
Rome. Wall or rock painting for commercial advertising is another manifestation
of an ancient advertising form, which is present to this day in many parts of
Asia, Africa, and South America. The tradition of wall painting can be traced
back to Indian rock art paintings that date back to 4000 BC.
In ancient
China, the earliest advertising known was oral, as recorded in the Classic of
Poetry (11th to 7th centuries BC) of bamboo flutes played to sell candy.
Advertisement usually takes in the form of calligraphic signboards and inked
papers. A copper printing plate dated back to the Song dynasty used to print
posters in the form of a square sheet of paper with a rabbit logo with
"Jinan Liu's Fine Needle Shop" and "We buy high quality steel
rods and make fine quality needles, to be ready for use at home in no
time" written above and below is considered the world's
earliest identified printed advertising medium.
In Europe, as
the towns and cities of the Middle Ages began to grow, and the general populace
was unable to read, instead of signs that read "cobbler",
"miller", "tailor", or "blacksmith" would use an
image associated with their trade such as a boot, a suit, a hat, a clock, a
diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables
were sold in the city square from the backs of carts and wagons and their
proprietors used street callers (town criers) to announce their whereabouts for
the convenience of the customers. The first compilation of such advertisements
was gathered in "Les Crieries de Paris", a thirteenth-century poem by
Guillaume de la Villeneuve. Three forms of advertising existed during the pre
printing period.before 15 century.that forms were trade marks (moon,stars
etc),town criers and sign board.
·
19th Century
In the 18th
century advertisements started to appear in weekly newspapers in England. These
early print advertisements were used mainly to promote books and newspapers,
which became increasingly affordable with advances in the printing press; and
medicines, which were increasingly sought after as modern people rejected
traditional cures. However, false advertising and "Quackery" became
common. British newspapers in the 1850s and 1860s appealed to the increasingly
affluent middle-class that sought out a variety of new products. The
advertisements announced new health remedies as well as fresh foods and
beverages. The latest London fashions were featured in the regional press. The
availability of repeated advertising permitted manufacturers to develop
nationally known brand names that had a much stronger appeal than generic
products.
A leadership
position in British advertising was held by Cope Bros & Co tobacco company,
founded in Liverpool in 1848 by Thomas and George Cope. Smoking, of course, had
been common for centuries, but the innovations consisted in brand names, heavy
advertising, and market segmentation according to class. An innovative appeal
was to health consciousness; the ads directed at the middle-class men promised
that "smoke not only checks disease but preserves the lungs." A
rugged heavy taste was pitched to working men, soldiers and sailors, while
"delicately fragrant" was part of the appeal to the upper-class. The
packaging was attractive, posters were omnipresent to show that smoking was a
normal part of English life; lobbying was used to undercut the anti-tobacco
lobby.
In June 1836,
the French newspaper La Presse was the first to include paid advertising
in its pages, allowing it to lower its price, extend its readership and
increase its profitability and the formula was soon copied by all titles.
·
Janoschka, Anya. Web Advertising
: New forms of communication on the internet. John Benjamins Publishing ( 2004
)
·
https://www.business.qld.gov.au/business/running/marketing/advertising/advertising-types
h
https://studentsite.gunadarma.ac.id/
https://gunadarma.ac.id/
http://staff.gunadarma.ac.id/
http://library.gunadarma.ac.id/
http://elearning.gunadarma.ac.id/
Komentar
Posting Komentar