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English For Advertisment

ENGLISH FOR ADVERTISING

COURSE PLAN :
1.      Introduction to Advertising and definition of Advertising
2.      The place and role of Advertising in Integrated Marketing Communications
3.      The history of Advertising in the USA
4.      The famous admen
5.      Brands. Brand management
6.      Global brands
7.      Creativity in advertising
8.      The rise and dawn of television advertising
9.      Advertising ethics
10.  The role of research in advertising
11.  Effective advertising strategies
COURSE CONTENT OVERVIEW :
1.      Introduction to Advertising and definition of Advertising
·            Definition of Advertising
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non personal message to promote or sell a product, service or idea. Advertising is the action of calling public attention to something, especially by paid announcements. Note that the definition uses the term 'action of' and doesn't specify that advertising is limited to print media, television, Internet,​ or any other specific medium. While it does place an emphasis on 'paid announcements,' it isn't a requirement. Finally, it only says that attention is called to something, not specifically good attention. Anyone that has turned on the TV during election season knows advertising can be negative.


·            The Theoretical Framework of Advertising Studies
Advertising communication process
Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. Thus, from the above lines we could see that one of the characteristics is that advertising uses impersonal communication media (television, radio, press, etc.). Joining these characteristics with other leads to a specific pattern in which the advertisement is created, sent and received by the target audience.
The content of marketing communication mediated by the media. This model explains that the advertising is a finality of a process that involves both institutions and individuals. The process includes two components: production and reception, between them intervening mediation process function, which consists, on the one hand, in the accommodation, which concerns how the communication objectives of sponsor and needs, expectations and attitudes of consumers interact and negotiation, on the other hand, which reflects the manner in which the receptor understands advertising.
Advertising as a persuasion tool
The goal of those using this type of marketing communication is to create favorable attitudes or reinforce existing attitudes so that they obtain a purpose in the form of purchase of a product or a brand. This process of persuasion is closely linked to the concept of attitude. Most theories of advertising have explored the connection between persuasion and attitude, identifying possible responses that the receiver can give to advertising information. Explanations are not always convergent, but they provide an overview of how consumers respond to advertising stimuli.








·            Features, Characteristics and Functions of Advertising
Features of Advertising
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1.      Provides information: Advertising's primary purpose is to provide information about products or services to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name, so on; are in the advertisements. The key message and brand name are also there. The information supplied educate and guide consumers and facilitate them to make a correct choice while buying a product.
2.      Paid communication: Advertising is a form of paid communication. The advertiser pays to the media for giving publicity to his AD message. He also decides the size, slogan, etc. given in the advertisement.
3.      Non-personal presentation: Advertising is non-personal in character as against salesmanship, which is a personal or face to face communication. Here, the message is given to all and not to one specific individual. This rule is applicable to all media including the press. However, even in it, target consumers or target market can be selected for making an AD appeal.
4.      Publicity: Advertising publicizes goods, services, ideas and event events. It is primarily for giving information to consumers. This information is related to the features and benefits of goods and services of different types. It offers new ideas to customers as its contents are meaningful. The aim is to make the popularize ideas and thereby promote sales. For example, an advertisement for family planning, family welfare, and life insurance is useful for placing new ideas before the people.
5.      Primarily for Persuasion: Advertising aims at the persuasion of potential customers. It attracts attention towards a particular product, creates a desire to have it, and finally induces consumers to visit the market and purchase the same. It has a psychological impact on consumers. It influences their buying decisions.
6.      Target oriented: Advertising becomes effective and result-oriented when it is target oriented. A targeted advertisement intensively focuses on a specific market or particular groups of customers (like teenagers, housewives, infants, children, etc.). Here, the selection of a particular market is called a target market.
7.      Art, science and profession: Advertising is art, science and a profession, and this is now universally accepted. It is an art as it needs creativity for raising its effectiveness. It is a science as it has its principles or rules. It is also a profession as it has a code of conduct for its members and operates within standards set by its organized bodies. In its field, AD Agencies and space brokers function as professionals.
8.      The element of a marketing mix: Advertising is an important part of a marketing mix. It supports the sales promotion efforts of the manufacturer. It makes a positive contribution to sales promotion provided other elements in the marketing mix are reasonably favorable. It is alone inadequate for promoting sales. Many companies now spend huge funds on advertisements and public relations.
9.      Creativity: Advertising is a method of presenting a product in an artistic, attractive and agreeable manner. It is possible through the element of creativity. The creative people (professionals) introduce creativity in advertisements. Without it, the Ads won't succeed. Therefore, creativity is called the ‘Essence of Advertising.’

     by. Nurul Khotimah 
     English Department of Education 2013 UINSU

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