Advertising &
Communication
Purposive Communication
Rayma Fe N. Lagundi
What is
advertising?
Advertising is the broad and direct
communication that introduces
your brand to the public, educates
about your products and services,
prompts people with an interest to
take action and provides urgency
when you convey special
promotions.
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What is
advertising?
Advertising in business is a type of
communication that persuades and
encourages people to take a particular action.
Communication is important because it
verses people on the different things that the
business has to offer. Advertisements also
shows the advantages, features and values of
a certain product. The action can be purchase
or involvement. One of the results of
advertising is to change the commercial
behavior of people. Pitch deck 3
Communication in
advertising?
Communication is the act of using signs,
symbols and pictures to pass a message,
make meaning or exchange information.
Marketing communication involves giving
information about a certain product and a
service. Advertising is a very powerful form
of communication. Communication is a
daily process of passing information from
one party to another.
Pitch deck 4
Communication in
advertising?
There is a relationship between
advertising and communication because
firms cannot advertise without
communicating. The relationships
between the two are in the audience,
message development, methods of
communication and customer service and
when a firm uses them correctly it can
impact on the purchases and the revenue.
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Elements Affecting Advertising
Audience
❑ One of the relationships of advertisement ❑ According to Dyer (1982), advertisements
and communication is the audience. are a type of communication because
Before an individual can promote advertisement can merge itself in the field
something or communicate something, of communication. They influence people’s
he or she must have knowledge of the decisions, thoughts and feelings. When
audience. The audience are the recipients done in the right way it makes a person to
of the message. The research bit of the buy a certain good or service. It is a potent
communication or advertisement is very power that changes people’s thoughts.
critical.
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Elements Affecting Advertising
Audience
❑ Advertising inserts itself in the daily lives ❑ This meets the needs of the market is a
of most people. It has a subtle and soft very refined way. Thy show quality products
way of persuading people. It manipulates in glossy pages with models. All the editors
people’s consumer cultures. In the of the magazines make sure that they write
contemporary society, every firm must great pieces to ensure that the magazine
have a lot of ads if it wants to make great has a wide following. When firms place ads
strides in the market and in the industry.
One of the main niches in commercials is in this magazine this increases the sales
in the magazine ads. and revenue (Leiss 1982).
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Elements Affecting Advertising
Message Development
❑ Another key relationship between
communication and advertising is message
development. Every firm must have a
marketing objective and it must establish the
message that it will give to the audience. One
of the objectives of advertisements in
business is to increase the customer base,
improving the customer attitudes for the
brand, generating clients and revenue. All
these are the messages that firms intend to
communicate to the public.
❑ After the management comes up with the
objectives, they then communicate them to
the audience. The communication must be in
such a way that it drives more people into the
business. The main form of communication
for business with the public is in form of
advertisements. According to Kokemuller
(2014) a marketing process has very many
facets.
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Elements Affecting Advertising
Message Development
❑ One of the main parts is coming up with an
objective for the advertisement. There are
different qualities that every ad should have
in order for it to have an impact on the
audience. Advertisements should be age
appropriate because they have a wide
market. Other qualities that an ad should
have is quality products. Most viewers enjoy
advertisements that showcase quality
products (Leiss 1968).
❑ Different products have different messages.
Some advertisements use pictures and
captions to communicate. Pictures give a
visual representation of an idea or service.
Other advertisements use taglines. Taglines
are short statements that summarize the
main message of a product. The tagline is
very important in any marketing strategy.
The tagline should be short, precise and
easy to remember.
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Elements Affecting Advertising
Advertisements, PR &
Selling
❑ There are different methods of communication
between business and the public. These are
advertisements, Public Relations (PR) and selling.
Most companies utilize these types of
communication when they want to reach out to the
public. Other companies however use two of the
methods and they skip the Public Relations.
Advertising mainly take the form of the three types
of media.
❑ Print media Ads occur in magazines and
newspapers. Broadcast media ads occur in radio
and TV while digital ads are in websites and blogs.
The companies often targets the media with more
ratings because this means that the message
reaches more people. Public Relation companies
communicate positive messages about a firm by
promoting it to the external environment. Sales and
promotions are impactful because they tell people
about upcoming products. This is a way in which
companies communicate to the public without
advertising.
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Elements Affecting Advertising
Customer Service
❑ The fourth relationship is customer service. Customer
service is the act of taking care of the clientele and
responding to their needs. This practice makes the
companies to retain its clients, and this brings revenues
and sales for the company. There are different customer
service strategies whereby the companies support their
communications with the customers. Customer service
involves interactions and discussions of the customer
experience and preference.
❑ After this, the employees then follow up and find out if
the customer was satisfied by the service or product
that he/she got from the company. Follow up
communication is vital in businesses that are sourcing
clients through advertisement. This helps to create a
good rapport between the client and the company, and it
also help sin conflict resolution. Communication in this
stage also helps the company to know on what areas it
needs to improve so that it comes with better quality
products and services. According to Kokemuller (2014),
the business must establish a relationship between the
business and the clients to ensure that they will go back.
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How to make an effective advertisement?
All the people who place
For an advertisement to be advertisements should ensure that According to Duncan, T&
effective and to the clients. they are informative and fun, and Sandra (1998) the foundation
It must be credible. It these are the reactions that will of marketing is
should be truthful and hook the clients. Other factors that communication and not
believable. There are also make people love ads as a persuasion. Communication is
different reactions and form of communication is the a very important element of
perceptions of sensuousness, humor, personal marketing between the
advertisements as a form of relevance, uniqueness and consumers, stakeholders and
communication. irritation. These factors influence the companies. In the world
Advertisements can be people’s attitudes towards a today, people have confined
enjoyable, annoying, certain brand or product (Richard, marketing in the field of
offensive or informative. Scott & George, 1983). economics and finance.
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Advertising
Communication
Objectives
Branding
Branding
❑ The first objective of advertising is to
introduce a brand to a broadly-
targeted market. Through the use of
regional newspapers, radio and
television, online and mobile device
targeting and event sponsorship,
advertising presents a
psychologically-crafted message to
a broad group of potential
customers. Colors, shapes, slogans
and other sensory triggers are used
to arouse an image in the minds of
the viewers. That image governs
how they relate to the company
introduced in the advertising and
products. 14
Education
Education
❑ Advertising also introduces the
product and conveys information
regarding that product. Again, Coca-
Cola's classic bottle with
condensation that a smiling and
clearly refreshed person is holding is
an example how, in a print ad, Coca-
Cola gets across the value of its
product as a cold, refreshing drink
that makes the consumer happy.
Predominant red and white colors
recall the good feelings of previous
branding and the distinctive bottle
shape identifies the product as Coca-
Cola, even if the label is not readable.
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Call to Action
Call to Action
❑ Are you ready to drink a Coca-Cola
right now? That is the call to action.
When you see a smiling person
drinking one, it reminds you that you
would like to drink one too. The tag
line "The pause that refreshes"
validates your feeling and creates
urgency. In fact, by the time you have
seen a few years of Coca-Cola
advertising, you are psychologically
primed to respond to the red and
white colors, the bottle shape and the
brand name. You immediately
consider whether you want to buy a
Coca-Cola. 16
Urgency
Urgency
❑ Advertising also spreads the word of
special promotions that create
urgency. When you see an ad that
proclaims a Valentine Day sale on
items you want to buy, you know you
must buy on the day of the sale if you
want to get the attractive price. Ads
with coupons provide the same
sense of urgency. Not only does the
coupon generally have an expiration
date but it psychologically represents
someone giving you the money to
buy the advertised item. It creates a
priority to spend the coupon on
acquiring the item, even if its
purchase had not been a priority
before receiving the coupon. 17
Kinds of
Persuasion in
Advertisements
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❑ Ethos is used as a means of
convincing an audience by
offering reliability, honesty,
and credibility. This usually
means a respected authority
figure or celebrity giving a
Ethos product or brand a
testimonial or endorsement.
❑ Whenever the ad speaks to doctor-
Ethos
recommended or American Dental
Association-approved, it is attempting to
persuade you through ethos. That’s all
about having authority figures or agencies
convince you to buy, because they know
better than you. This is especially useful
in the multi-trillion dollar health care
industry, in which ads that speak to the
credibility of the persuaders might be on
to something. Health care spends more
than 10 billion dollars on advertising each
year, promoting everything from that little
blue pill called Viagra to better treatments
for cancer. 19
❑ Pathos aims to convince
viewers by evoking an
emotional response. This can
be a positive, such the joy you
would feel if you bought, say, a
new Buick. It can be a negative,
as in, “Ouch, my headache,
please make it go away.” And
Pathos how about guilt? “Send money
or this kid will starve.”
Pathos
Pathos Appeals to the Heart
The Series of Jollibee commercials is an
example of classic pathos ad, generating million
views. But be forewarned: These ads' use of
pathos may leave you in tears.
Pathos ads are often successful because they
appeal to the very best instincts in human nature
– all the good that unites us.
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❑ Logos appeals to logic and
reason by using statistics,
facts, and figures. Aristotle
considered this the biggie.
In the modern day, let’s be
honest here, logic has
leveled off. The top mode of
Logos persuasion is up for grabs.
The ads that use numbers and graphs attempt to persuade
you through logic. When the anti-smoking movement became
recurring television PSA ads, those messages often focused
on the devastating consequences of picking up the bad habit:
Logos
deaths, cancers and more. They used statistics and numbers,
but also images. Some showed what your lungs look like after
smoking.
Others focused on victims of smoking forced to use breathing
machines, and still others brought children into the mix
speaking to the danger of secondhand smoke. Logos is also
used by mobile phone service providers that show you maps
and graphs to demonstrate that they have better coverage
than their competitors.
Companies will tell you to use their product because this
chart or graph proves it get results. Buy this cold medicine
because statistics show you’ll get better faster. The numbers
prove it: more people like our product than our competitors’.
Don’t you want to be like them?
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End of Lecture
Final Term Lecture
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