The Types Of Advertising

Types Of Advertising

Types of advertising – A division of advertising on some of its varieties by a classification bases, depending on the purpose and objectives of advertising, advertising tools, methods of advertising exposure, the functional purpose of advertising and other criteria.

Advertising is a special kind of communication activity that accompanies humankind throughout its entire history of the development. Historically, the long-term advertising concept meant everything connected with the spread of information society of goods and services, using all available resources at the time of communication.

Gradually, the development of advertising has led to the fact that from it seceded and became independently develop such communication areas as public relations, direct marketing, promotion of goods and services, point of sale advertising, exhibition activities, sponsorship, branding and others. The multiplicity of tasks of advertising generates considerable diversity of its varieties, channels and means of distribution options and create other elements, of which advertising is shaping up as a system.

The variety of forms of advertising communication, presented at today’s advertising market, creates a basis for the classification of advertising. Its depending on the classification of bases are different types of advertising. There are a significant number of criteria, which may be classified in types of advertising: according to industry characteristics, the nature of the target audience, distribution area (geographic coverage), advertising media types, methods of exposure and other parameters.

For practical use of the most suitable seems general classification of types of advertising, which was based on features of the respective type of advertising is the type of advertising medium or a transmission channel of advertising. Such an approach implies that all forms of advertising conventionally divided into two main groups according to media and banner advertising, which, in turn, are divided into separate functional subgroups.

Types Of Advertising: Media advertising

  1. Television advertising, or advertising on TV.
  2. Radio advertising, or advertising on the radio.
  3. Advertising in print media.
  4. Internet advertising, or advertising on the Internet.
  5. Outdoor advertising.
  6. Indoor advertising or interior advertising.
  7. Transit advertising, or advertising on transport.

Types Of Advertising: Banner advertising

  1. Direct advertising.
  2. Print advertising.
  3. Point of sale advertising.
  4. Souvenir advertising.
  5. Promotional activities.

In practical use of the classification by type of advertising often complements the classification by geographical, territorial, regional coverage of advertising. Under this approach, all types of advertising conditionally divided into the following main groups according to the area of advertising.

  1. Local advertising, which applies to the local area.
  2. Regional advertising, which applies to users in one or more regions.
  3. National advertising, which applies to most of the territory, or across the country.
  4. International advertising, which applies to the territory of more than one country.
  5. Global advertising, which applies to most of the world.

Advertising also to distinguish between the nature of the target audience of advertising consumers, i.e. the recipients of advertising messages – individuals or organizations, which are brought to the attention of, or advertising can be increased. In modern advertising practice, the most common classification of the target audience consists of two main groups: individual consumers and organizations. Under this approach, all types of advertising conventionally divided into two main groups.

  1. B2C advertising (Business to Consumer): Business to consumer advertising is the effect of which is directed to the individual or the so-called “end” consumers.
  2. B2B-ads (Business to Business): Business to business advertising is the effect of which is directed to the organization and scope of business.

In addition to the practice-oriented classification, there are the general classification of advertising, which can be called universal. One of the most common universal approaches to the general classification of the advertisement based on its division on the strategic directions, depending on the purpose and objective of advertising. This approach implies that all forms of advertising conventionally divided into two main groups: commercial and non-commercial advertising, which, in turn, are divided into separate functional subgroups.

Commercial advertising:

1) Trading ads:

  • Product ad.
  • Advertising services.

2) Non-commodity advertising:

  • Advertising company.
  • Brand advertising.
  • Person advertising.
  • Advertising territory.
  • Retail advertising.
  • Advertising activity.
  • Event advertising.
  • Advertisement ideas.

A non-commercial advertising:

1) Political advertising.

2) Social advertising.

3) Confessional advertising.

On the basis of this universal classification in this section are presented the characteristics and features of each type of advertising.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

The Advertising Objectives

Advertising Objectives

Universal strategic goal of advertising or advertising objectives – cause the target audience of advertising desired advertiser reaction. In terms of advertising communication, it is customary to distinguish two main goals, characteristic for the absolute majority of advertising messages …

  1. Forming the object of advertising awareness.
  2. Formation of the relation to the object of advertising.

The main purpose of the marketing mix of advertising aimed at achieving the main objectives of marketing communication system: formation of demand and sales promotion. In marketing practice is divided into three main groups of tasks that, depending on their goals, can solve the advertisement …

  • Informing: The formation of the target audience of advertising on the site advertising awareness.
  • Persuasion: The formation of the target audience advertising preferences object of advertising, audience belief in the benefits of the advertised offer in comparison with analogues.
  • Reminder: Sustaining in the target audience of advertising awareness about the object of advertising and interest in it.

Advertising objectives or setting target is determined by the situation of advertiser intentions, marketing strategies and decisions, as well as the characteristics and conditions of the target market. As part of a specific campaign, advertising objectives can be defined and by what kind of reaction the target audience wants to reach the advertiser at different stages of the campaign. In each case, the advertiser is using the path and solve the tasks that correspond to the optimum degree of achievement of the set goals.

Below is the typology of the main problems to be solved in the process of advertising communications, in accordance with the goals set by the advertiser.

1) Advertising Message

Informative advertising has the task of drawing attention to the subject of advertising and the formation of the target audience of advertising about it awareness. Under awareness is commonly understood as the ability of the recipient of the advertising message, the target audience to identify (recognize or recall) the advertising objectives in the volume, the minimum and sufficient to complete the purchase.

Informative advertising plays a key role in the initial stage of promotion of the goods or services on the market when its purpose is to create primary demand. The main function of advertising is to inform potential customers about a new offer on the market and provide the customer with relevant information to help them make the right advertiser solution. The shape of this information depends on the target audience’s needs.

Among the main problems to be solved by means of informing advertising, you can specify the following …

  1. Inform consumers about a new product.
  2. Inform consumers about the properties and benefits of the product.
  3. Inform consumers about new ways of using a known product.
  4. Inform consumers about the price change.
  5. Explain to consumers as the product concept.
  6. Describe the services provided to consumers.
  7. Correct misconceptions consumers have about the product.

2) Advertising Believe

Persuasive advertising has the task of forming the target audience advertising preferences object of advertising, consumers believe in the benefits of the advertising offer in comparison with analogues. By preference made to understand the need for a stable recipient of the advertising message, the target audience in the acquisition of the advertising objectives.

Persuasive advertising is the most common form of advertising. It plays a key role on the main stage of the competition in the market when its purpose is to create a sustainable demand. The main function of this advertisement is motivation for action – to stimulate demand for purchasing a particular product or a particular service operation. Its focus is limited, since it is addressed to consumers already aware of the advertised object.

Therefore, it is important to highlight its main strengths and positive qualities in comparison with similar proposals. This type of advertising is based on the desire to convince the consumer to make a choice in favor of one particular product from a set of possible, that usually involves a diverse mix of rational and irrational arguments beliefs that have to be more inspiring force than the arguments of competing advertisers.

Among the main problems to be solved by means of persuasive advertising, you can specify the following …

  1. To persuade consumers to buy a particular product.
  2. Convince consumers to make a purchase immediately.
  3. Convince consumers to choose a new product.
  4. Change consumer’s perception of the product properties.
  5. Change perceptions of consumers about the product.
  6. Change the product image in consumer’s minds.
  7. To generate or modify product positioning in the minds of consumers.
  8. Keep loyal customers.

3) Advertising Reminder

Reminiscent of advertising has the task of maintaining at a target audience of advertising on the site advertising and sustainable interest in their awareness. Its goal is to maintain a sustainable supply. The main function of this advertisement is a reminder of the need to purchase a particular product or a particular service operation and the reinforcement of the requirements in the minds of consumers. Its focus is limited, since it is addressed to consumers, knowledgeable about the advertised object. The set of goods and services purchased by consumers spontaneously, without forethought or by a confluence of certain circumstances.

In this case, some of the important parameters of primarily brand name, as a rule, are fixed by consumers when purchasing or during operation. Since in many cases, consumers do not attach much importance or quickly forget why you purchased a specific product or to use a certain service, reminiscent of posts affected by re-inviting buy a product or use the service again.

Reminiscent of advertising plays a key role in those cases when it is necessary to maintain awareness, retention in the memory of consumers information about the product or service, that where the place of sale, what it costs, what are the features, advantages, and so on.

Among the main problems to be solved by means of reminder advertising, you can specify the following …

  1. To remind consumers of the existence of the product.
  2. To remind consumers that the product they may need in the near future.
  3. To remind consumers about where it is possible to buy the product.
  4. To remind consumers about the properties of the product.
  5. To remind consumers about the benefits of the product.
  6. Maintain a high level of consumer awareness of the product.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

The Functions of Advertising

Functions of Advertising

There are four universal functions of advertising that performs any advertising campaign …

1) The economic functions.

2) The social functions.

3) The marketing functions.

4) Communication functions.

Here we are going to describe you about the four advertising functions … but before that we are going to recommend you to read our previous article “The Definition of Advertising Exposure“. If you have already read about the definition then let’s know about the functions of advertising.

1) Economic Functions Of Advertising

Advertising at its core is primarily economic phenomenon, which has a significant impact on the market players and economic agents, affecting both producers and consumers. The functions of advertising as an economic instrument is to promote the market relations of supply and demand, which is produced by providing a consumer audience information models made on the market offers. Advertising activity promotes regulation of supply and demand, thereby helping to achieve harmony of buyers and sellers in the market. Listed below are some of the most important aspects of the economic impact of advertising on market participants.

  1. Advertising creates demand and stimulate sales, and thereby contributes to the circulation of goods and services and, consequently, production. High standard of living in the advanced economies is based on a system of mass production, which, in turn, depends entirely on the mass distribution system. Advertising assigned a key role in ensuring the mass distribution. Thus, advertising contributes to the economic development of the society.
  2. Advertising has a positive effect on the development and manufacture of new types of goods and services, providing effective ways to inform consumers about their appearance. This effect, as a whole, helps to attract investment, the various innovations in all areas of production and consumption, improve the quality of goods and services that empower consumer choice. In some cases, significant costs associated with the development of new products, partially compensated through advertising, as advertising informs consumers about new products and thus creates the conditions for their acquisition.
  3. Advertising provides consumers with information about products or services, and thus helps them to make the best buying decision. In turn, the manufacturers, the derivation of new products or services on the market, using the advertising opportunities, provide themselves with an effective means of communication with consumers.
  4. Advertising assigned a key role in the creation and development of brands.
  5. Advertising has an impact on the level of market competition. In some sectors, mass market goods or services to intensive investment in advertising leads to providing a basis for commitment to customers to a limited number of trademarks and, therefore, represent a significant barrier for competitors.
  6. Advertising is a tendency to expand the production of goods, and thereby promote employment in the manufacturing sector of the economy.
  7. Advertising is one of the main sources of funding for all types of media. Some concepts of media economy are seen as a tool for creating audiences, and then sold to advertisers by providing access to these audiences.

2) Social Functions Of Advertising

The functions of advertising as a social practice is the formation and consolidation in the minds of certain consumer models, values and norms of the society. Despite the fact that the scope of advertising is recognized sufficiently narrow, it has a definite effect on the nature of social relations. Advertising has become so obvious phenomenon in the public life, which in fact transformed into a special social institution and received a single integrated management within the framework of civil law.

Advertising information addressed to consumers, besides the advertising of certain products and services affects the mass public consciousness and public relations in general. Listed below are some of the most important aspects of the social impact of advertising on society.

  1. Advertising contributes to the formation of certain standards of thinking and social behavior of different social groups, and also supports and reinforces existing traditions and the established habits of consumers.
  2. Advertising broadcasts different social groups of the material provided by man society, social and cultural opportunities. It creates the desire to use these features, as well as causes it to act to satisfy this desire and realize the opportunities offered by changes in their lives. As a rule, these actions correspond to the interests of society as a whole. Thus, advertising stimulates consumer behavior, encouraging them to increase their level of well-being, and thereby contributes to a better quality of life. It promotes the formation of the “middle class”, which in any society is the basis of its stability. However, in some cases, the functions of advertising can play a destructive role in forming social conflicts. This occurs, for example, in cases where the advertising spreads in the society ideal consumption patterns in adverse socio-economic conditions, not giving the reason the majority of the members of this society to form an opinion about the availability of these models.
  3. Advertising works on the formation of values and way of life. Advertising has become an integral part of the socio-cultural stratum of society, making it a certain contribution, but in this case, it is not the beginning of forming social values, in contrast to the art, literature and religion.
  4. Advertising promotes conscious consumer behavior, as it helps to compare the features of the proposals, giving the consumer the opportunity to decide on the purchase of already being informed.
  5. Advertisement indirectly contributes to the culture of consumption, as comparing the various goods and services, the consumer is in any case tends to get really the best.
  6. Advertising contributes to the spread of knowledge from various fields of human activity, instilling consumers some practical skills.
  7. Advertising is introducing into the consciousness of people, new knowledge and ideas about new ways to improve their lives. Advertising in some cases, offering consumers new consumption patterns and new social culture, especially in the process of introducing new products and technologies. Thus, it accelerates the implementation of technical and non-technical innovations in various spheres of social practice.
  8. Advertisement indirectly has a significant impact on social development, as it contributes to the development of social relations in the sphere of consumption, which is the backbone of social practice in a consumer society.

A look at advertising as a social phenomenon, the evaluation of its activities are entirely dependent on the country, with its historical and cultural traditions. So, now more than 50 percent of citizens have a negative attitude towards advertising. This figure is comparable with similar indicators in other economically developed countries.

3) The Marketing Functions Of Advertising

Functions of advertising as a marketing tool is creating demand for goods and services and stimulate their sales. Promotional activities in the system of market operations is regarded as a complex of means of non-price sales promotion of products and create demand for it.

Marketing is usually determined as the activities aimed at achieving harmony of buyers and sellers in the market, which is set by the exchange of mutually beneficial relations. Marketing activity is composed of a set of strategic planning and market operations that pursue the ultimate goal of complete customer satisfaction in the products or services. Marketing occurs when people to meet their needs using the exchange – the act of obtaining from anyone desired object c offer anything in return. Exchange – the basic concept of marketing. The basic unit of measurement in the marketing system is a transaction which is a commercial exchange of value between the two by the parties to – the manufacturer of the goods or services and their consumers. The audience of consumers, which the manufacturer of the goods or services directs its marketing efforts, a targeted market. The main structure of marketing elements include product, price, sales agents, as well as promotion, that is, means of communication with consumers. Marketing communication, in turn, is divided into four communication tools:

  1. Advertising;
  2. Sales promotion;
  3. Public relations;
  4. Personal selling.

Thus, advertising is a key element in the promotion of goods or services to market and promote in turn – an element of the marketing mix. Without advertising marketing efforts in an attempt to cause, the desired response from the target rink will not have a logical conclusion, and, consequently, the desired efficiency.

In marketing practice, the main functions of advertising is understood as the motivation of consumers to buy advertised products or services, and the use of advertising is determined by its goals and objectives, depending on the marketing strategies of the advertiser and the conditions of the target market. Listed below are some of the most important functions of advertising in the marketing system.

  1. Product identification, the manufacturer or seller;
  2. Promotion of goods or services;
  3. Branding;
  4. Consumer information;
  5. Forming demand;
  6. Sales promotion;
  7. Marketing regulation.

4) The Communication Functions Of Advertising

The functions of advertising as a communication tool is to inform consumers about goods and services. Advertising is one of the specific forms of mass communication that is impersonal exchange of information. It performs the corresponding communication functions implemented by a well-established practice of creating and broadcasting of marketing information to target audiences – advertising messages. In this case, advertising is not only to inform about goods or services, but at the same time transforms the information in a certain way, which becomes associated in the minds of consumers with factual information about the qualities of the advertised object. Thus, advertising provides consumers with information models advertised objects, and thereby connects advertisers and consumer audience in the market.

The essence of advertising communication is that a person or organization, which we call the advertiser, sends your message the audience, that is, consumers via the media. Advertiser commonly referred to as the sender, and its audience as the recipient of the message. The connection between the sender and the receiver by means of the communication process.

Message in the communication theory called the information received by the addressee. Consequently, some of the information only becomes an advertising message, when it transformed into a semantic-symbolic form, perceived by the audience, and then brought to the audience. In the modern theory of communication, it is accepted to use the base model of the communication process, which consists of the following successive elements:

  1. Communicator – The initiator and a source of communication.
  2. Message – The information source intends to transfer to the recipient and for which the communication.
  3. Encoding – The transformation of information into the sign-symbolic form, i.e. in the message, which is perceived by the recipient.
  4. Channel – The means by which the message is physically transmitted.
  5. Recipient – The destination to which a message is transmitted.
  6. Decoding – Decoding receiver of the message.

Based on this scheme, the following table typology advertising communication agents according to their functional sequence in the communication process.

1) Advertiser: A source of communication. The source of advertising communication is an advertiser who needs to make contact with the consumer audience. Such contact marketing strategy advertiser defines objectives.

2) Advertisement producer: The person performing the encoding information an advertiser in a form ready for distribution in the form of advertising and its perception of the audience. As a rule, the functions of the advertisement carry out special organization – advertising agencies. That advertisement producer converts commercial proposals put forward on the market advertiser, in the sign-symbolic form, perceived by recipients – the consumer audience.

3) Mass communications: The person carrying out the dissemination of advertisements using the means of communication. As a rule, the functions of the advertisement distributor performing channels of mass communication – a set of the same type of print and electronic media, as well as other information carriers, which carry out the delivery embodied in the particular form of advertising messages from source to destination.

4) Re-target advertising: Audience are advertising recipients. As a rule, it acts as re-target is collection of individuals defined by the advertiser as a target audience of advertising that targets advertising message, as well as those who one-way or another in contact with the advertising message. Re-target audience can be either global (cover the population of the countries or regions of the world) and local (to cover the population of individual regions, cities or districts).

Advertising communication system involves the transmission of information in one direction, so after receiving and decoding of the advertising message should re-target audience reaction – acceptance its individual representatives of that content, which wanted to give the advertiser. This reaction is expressed in the change of psychological or behavioral characteristics of an audience. If the advertisement was designed for direct action, such as a purchase, the reaction of the audience expressed in committing or having committed acts of purchase. If advertising has been indirect, aimed at creating a positive image of the object of advertising, the audience reaction is to change its views. The concept of reaction associated with the concept of communication effect: if there is that form of audience response, which is calculated on the device, the advertising communication has been effective; if not, then communication was ineffective.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

The Definition of Advertising Exposure

Definition Of Advertising

Definition Of Advertising: The word “advertising” is derived from the Latin word Reclamare, which means, “to approve, shout, shout, cry”, reflecting the existence of the primary advertising communication – oral verbal advertising. This lexeme has survived in a number of Western European languages and through French influence has taken root. The concept Werbung, used in the German language, focuses on the impact of advertising function, as shown by a related root of the word – a well-known verb “to recruit”.

In English, the beginning of the XIX century was widely used verb “Advertise”, which in XV-XVI centuries, as indicated by the Oxford Dictionary, means simply a message about anything, thus emphasizing informational advertising function. Also other languages added to the concept of Publicite (French), Publicitad (Spanish) an indication of the mass advertising destination. In general, the concept of “advertising” as a term that defines a particular type of activity, namely advertising, was finally formed in the second half of the XVIII century.

Advertising is a special kind of communication activity, which has an economic basis and accompanies humankind throughout its entire history of the development. There are three fundamental conditions for the emergence and subsequent development of advertising in the process of the evolution of society …

  1. The emergence of the market of goods and services.
  2. The emergence of a market for information dissemination tools on goods and services offered for sale.
  3. The emergence of the market for consumers of goods and services advertised.

Historically, the concept of advertising for a long time meant everything connected with the dissemination in the society of information about goods and services using all available means of communication at that time.

Gradually, the development of advertising has led to the fact that from it seceded and became independently develop such communication areas as public relations, direct marketing, promotion of goods and services, point of sale advertising, exhibition activities, sponsorship, branding, and others. At the end of XX century, the whole set of communication lines associated with informing and influence consumers, became known as marketing communications system.

Universal Definition Of Advertising

Advertising is a one-way form of impersonal communication, carried out on a paid basis in order to attract attention to the object of advertising.

To date, there are two main approaches to the definition of the term “advertising”. In the narrow sense, the term “advertising” means an announcement in the means of disseminating information. This point of view is most common in practice the concept of “advertising” interpreted in a broader sense. Advertising is also referred to as exhibition events, commercial seminars, prospectuses, catalogs, posters and so on.

Legislative Definition Of Advertising

Advertising activities are regulated by legal acts of the federal legislative bodies. The Federal Law “On Advertising” formulated definition of advertising: “Advertising – information distributed by any means, in any form or by any means, addressed to an indefinite number of persons and aimed at drawing attention to the object of advertising, the establishment or maintenance of interest in promotion on the market”.

The Federal Law “On Advertising” uses the following basic concepts related to the definition of advertising:

  • The object of advertising: Product means its individualization, the manufacturer or seller of the goods, the results of intellectual activity or event (including a sporting event, concert, contest, festival, risk-based games and betting) to draw attention to advertising which is aimed.
  • The product: A product of activity (including work, service) for sale, exchange or other introduction into circulation.
  • Improper advertising: Advertising that does not meet the requirements of the legislation.
  • Advertiser: The manufacturer or seller of the goods or otherwise determine the subject of advertising and (or) the maintenance of a person advertising.
  • Advertisement producer: The person who performs the whole or part of the above information ready for distribution in the form of advertising form.
  • Consumers advertising: The person to draw attention to the subject of advertising, which is, directed advertising.

The Federal Law “On Advertising” regulates relations arising in the process of production, placement and distribution of advertising in the markets of goods and services, and helps to navigate in the legal space of advertising, and, accordingly, distinguish advertising from other information. The law is not comprehensive and, in particular, does not apply to …

  • Political advertising and campaigning;
  • Reference and information and analytical materials that do not have as their main goal the promotion of goods on the market;
  • Messages of public authorities, other state bodies, local self-government bodies;
  • Signboards and pointers that do not contain information of an advertising nature;
  • Announcements of individuals or legal entities that are not related to the performance of entrepreneurial activities;
  • Information about the product, its manufacturer, the importer or exporter, placed on the product or its packaging;
  • Any items of registration of goods placed on the product or its packaging and not related to another product.

Legislative definition of advertising is often criticized in connection with the definition of advertising solely as “information”. It is considered by some experts to be limited, not expressing the specifics of advertising.

In practice, this definition of advertising as “information” generates a whole line of social criticism of advertising, primarily because of the difference in approaches to the definition of “information” and the associated difficulties in identifying specific information messages as advertising messages.

Analysis of the formulation of the legislative definition of advertising shows the following …

  • Legislative definition provides a broad interpretation of advertising, according to which advertising is almost unlimited information in any expression and on any media; In other words, it is information and property objects that have an advertising function.
  • The legislative definition uses the term “any”, “information” without indication of its form, and the term “indefinite” in relation to the addressee of advertising, three times in the format of one sentence, which indicates the possibility of arbitrary interpretation of the legislative formulation.
  • Legislative definition indicates that the advertisement is addressed to an indefinite circle of people, so there is ambiguity about such forms of advertising as targeted advertising messages, where the circle of persons is always certain.

These facts of non-specificity of the legislative definition lead to misunderstanding by market participants of rules of advertising by law. Unclear definition of the object, in relation to which introduced legislation, can provoke disturbances and difficulty in qualifying violations in the advertising market. This, in turn, can lead to increased administrative methods of influence in the market, which negatively affects the development of civil society institutions.

Other Definitions Of Advertising

To date, there are many definitions of the concept of “advertising.” This shows, on the one hand, the complexity of the phenomenon itself, on the other hand is the existence of different points of view on its system-forming characteristics.

In the practice to date has developed three main groups of approaches to the definition of advertising: news, activity and as well as combining group, which may be called integral.

The first group of approaches to the definition of the concept of “advertising” identifies advertising, primarily as information – a message that represents the audience some object, phenomenon, process, and the like. It is this viewpoint that is reflected in the Federal Law “On Advertising”.

The second group of approaches to the definition of the concept of “advertising” is fundamentally different from the first – advertising is not limited to “information” and “communication”, and is understood in these definitions as advertising activities, that is, to create such “messages” and bringing them to recipients.

The concept of “advertising” is thus equated with the concept of “advertising activity” and is presented as a system of activities. This is the position held by the bulk of the advertising corporate community in the person of its professional associations. It believes that advertising is not “advertising information”, but a kind of activity. Accordingly, and legislative norms should be directed to regulate “activities”, and not “messages”.

Definition Of Advertising

Therefore, the inevitable appearance of a third, integral point of view on the definition of the concept of “advertising”, according to which this phenomenon includes both advertising and advertising information. As part of the integrated approach, the definition of advertising is formulated as follows: “Advertising is a type of activity or produced in its resulting information products”.

Analysis of the wording of this definition of advertising shows the following. A communication in communication theory is information received by the addressee. Consequently, some information only becomes an advertising message when it is prepared in a special way and brought to the audience.

Until that moment, the message can be called the result of a professional activity of a specialist, but this message will only be advertised when it is passed on to the audience through mass communication channels. The transfer of an advertising message is an activity.

Consequently, in advertising, communication and activities are inextricably linked, they cannot, in fact, exist without each other. Therefore, advertising can be viewed as a systemic unity of the two components – advertising information and advertising activities.

Advertising, therefore, is identified as a field of social practice, with inherent relationships, processes, results. The fact that the legal regulation of both advertising messages and advertising activities can serve as a confirmation of the validity of this approach.

Signs Of Advertising

Regardless of the advertising definitions in question, each of them has a number of fundamental elements that determine the main content of advertising and allow you to clearly identify advertising messages and advertising activities, separate them from other activities and other messages. These include the following …

  • The cost of creating and sending a message: Advertising is a paid form of communication, as the advertising message is generated and transmitted to the audience for value basis, i.e. for a fee from the advertiser. The advertiser pays for both the development and production of the advertising message itself, as well as its placement on the advertising communication channel. Commonly used expression “free advertising” is figurative in nature and implies that advertising is paid not by the one whose offer is advertised, but by the other party. Therefore, in some cases, advertising either is free of charge on the mass communication channel, however it is always connected with the requirement of legislation or with the charity work of the mass communication channel itself. In this case, it is more correct to talk about the ethical position of the rejection of profit, since the channel pays for advertising by the fact that it loses profit from the commercial use of the advertising space or time.
  • The source of funding for advertising is clearly indicated: Advertising is carried out by a non-anonymous advertiser – the source of the advertising message, identified by the audience. Traditionally it is assumed that the source of advertising communication is the one who pays for it. The advertiser pays for advertising in order to convince people of the benefits of their proposal. At the same time, they wants the advertising audience to clearly identify the advertised object of the advertiser, and sometimes, both at once.
  • The advertising message is not personalized: Advertising communication is a form of mass communication, that is, impersonal information exchange. Thus, advertising information is not intended for a single individual or legal entity, but for a group of such persons. A group of natural or legal persons, which is intended advertising message, is defined as the target audience advertising. Audiences of advertising can be both global (to cover the population of countries or regions of the world), and local (to cover the population of individual regions, cities or regions).
  • The presentation of the advertised offer is of an impersonal nature: Advertising information is provided to representatives of the audience of advertising not personally by the advertiser, and through intermediaries, which serve most of the channels of mass communication.
  • Advertising information has a convincing character: The advertising message is aimed at attracting attention to the object of advertising and contains an element of persuasion in the advantages of this proposal in comparison with analogues. Advertising, limited representation “neutral” and does not contain information related component in order to convince the audience of advertising to take certain actions with respect to the object of advertising is not advertising in the usual sense.

This review under the term “advertising” considers a phenomenon that satisfies the five above mentioned characteristics. The same signs are used to identify this phenomenon. If the activity of an organization produces products that meet these requirements, it is called advertising products.

According to these characteristics it is also possible to determine whether an enterprise belongs to the sphere of advertising. In order to determine as the subject of the advertising market, a company must be of advertisements, i.e. to carry out the production of advertising materials, or of advertisements, i.e. to carry out distribution of the advertising information.

Advertising Industry Content Table:

The Definition of Advertising Exposure

The Functions of Advertising

The Advertising Objectives

The Types Of Advertising

The Advertising Industry

The Concept and Basic Information about The Advertising Market

The Development Of The Advertising Market

The Interaction Of The Main Subjects Of Advertising Market

Creative Advertising: Ideas For A Creative Approach To Marketing

Site Footer

Back To Top