Advertising – a marketing tool that helps sell brands of products and helps to build confidence in companies and institutions. It conveys accurate and compelling information about the brand or company and institution.
Four Characteristics of Advertising
1. It is paid for by an organization or individual.
2. It is persuasive.
3. It has an identifiable sponsor.
4. It is carried in a medium (TV print, radio)
TELEVISION ATTRACTS LARGER PERCENTAGE OF NATIONAL ADVERTISING DOLLARS. NO OTHER MEDIUM CAN REACH A LARGER OR MORE DIVERSE AUDIENCE WITH A NATIONALLY ADVERTISED PRODUCT.
PERSUASIVE DEVICES
1. Testimonial – a famous person or believable person promotes or says he or she is committed to this cause.
http://www.youtube.com/watch?v=WWbGGwN8qYU
2. Humor – the use of comedy to promote a cause.
Mountain Dew – Bohemian Rhapsody
3. Plain Folks – common people say it is a good cause, so you are supposed to think they are honest like you are and are telling you the truth.
4. Bandwagon – everyone is joining or doing it, so you should too.
5. Transfer – associating one positive thing with another, different thing.
6. Urgency – there is no time to delay. HURRY! RUN!
7. Heartstring – an appeal to your emotion. You feel guilty if you don’t contribute to
the cause.