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UNIVERSITY OF ZULULAND Department of Communication Science MARKETING AND ADVERTISING ACOM321/121/172 19 th April 2010. COMMUNICATION. the process of conveying information from a sender to a receiver, Communication requires that all parties understand a common language ,

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UNIVERSITY OF ZULULANDDepartment of Communication Science

MARKETING AND ADVERTISING

ACOM321/121/172

19th April 2010


Communication
COMMUNICATION

  • the process of conveying information from a sender to a receiver,

  • Communication requires that all parties understand a common language,

  • It is the transaction [Trans + action] of information for a better understanding,

  • It’s a process that involves exchange of information, thoughts, ideas and emotions,

  • communication channel, encodes, decodes


Broad definition of communication
Broad definition of communication

  • verbal communication (written and oral communication) and non-verbal communication (body language, facial expressions and eye contact, and visual diagrams or pictures used for communication),

  • Verbal communication (written communication, e.g. emails or snail mail) is further divided into written and oral communication (face-to-face communication),

  • Non-verbal communication includes the overall body language: body posture, the hand gestures,


Visual communication
VISUAL COMMUNICATION

  • as the name suggests is the communication through visual aid,

  • It conveys information in forms that can be read or looked upon.


Advertising characteristics of effective ads
Advertising: Characteristics of effective ads

  • On two levels: satisfy consumers’ objectives by engaging them and delivering a relevant message. And the ads must achieve the advertiser’s objectives,

  • A customer may watch an advert for entertainment value or satisfy her curiosity,

    The advertiser’s objectives

  • gain their attention,

  • change purchasing behaviour,

  • An advert should also create a sense of humor,

  • Humor will satisfy the viewer’s curiosity and need for entertainment.


Three broad dimensions characterize effective advertising
Three broad dimensions characterize effective advertising

  • Strategy: specific objectives, certain audience, audience’s most important concerns, and runs it in media (print, broadcast, or the Internet,

  • Creativity: creative concept is the ad’s central idea,

  • the buying and placing of ads in the media require creative thinking

  • execution: FINALLY, photography, setting, printing, and the production values have all been fine-tuned!


Advertising objectives
Advertising Objectives

  • An advertising objective is a specific communication task to be achieved with a specific target audience during a specified period of time.

  • (a) To inform - e.g. tell customers about a new product

  • (b) To persuade - e.g. encourage customers to switch to a different brand

  • (c) To remind - e.g. remind buyers where to find a product,

  • The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model: get Attention, hold Interest, arouse Desire, and then obtain Action.



  • Principles of good brand advertising
    Principles of good brand advertising:

    • It is customer-oriented

    • It concentrates on one selling idea

    • It presents a unique and competitive idea

    • It involves the consumer

    • It is credible and sincere

    • It is simple, clear and complete

    • It clearly associates the selling idea with the brand name

    • It takes full advantage of the medium

    • It makes the sale


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