This document provides an overview of advertising, including its purpose and characteristics. It discusses the steps in the advertising process, including setting goals, budgets, messages, and media. It also describes common advertising media like newspapers, magazines, television and radio. The document outlines the AIDA model of attracting attention, gaining interest, building desire, and prompting action. It discusses techniques advertisers use, including analyzing strengths, weaknesses, opportunities and threats (SWOT). Specific techniques are then defined, such as using basic appeals, attention-getting headlines, slogans, testimonials, product characters, comparisons, and repetition.

1. ADVERTISING
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What is it?
 Advertising is a message designed to
promote a product, a service, or an idea.
 The purpose of advertising is to sell
products or services.

5. Characteristics of Advertising
a. A paid form of communication.
b. Nonpersonal communication.
c. Using the mass media as massifikasi
message.
d. Is to persuade the audience.
e. Aims to reach as many audiences.
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6. STEPS IN ADVERTISING
Djaslim by Saladin (2007:129)
1. Setting goals or targets advertising (Mission)
2. Set advertising budget (Money)
3. Set messages to be delivered (Message)
4. Assign media to be used (Media)
5. To evaluate the results achieved (Measurement)
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Advertising Media
 Advertising reaches people through various
forms of mass communication.
 These media include
newspapers, magazines, television, radio, t
he Internet, direct mail, outdoor
signs, transit signs, window displays, point-
of-purchase displays, telephone
directories, novelties.

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AIDA
 Advertising is designed to
inform, influence, or persuade people.
 To be effective, an advertisement must first
Attract attention and gain a person’s
Interest. It may then build Desire for a
product and provide a method for them to
take Action.

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Advertising Techniques
 Advertisers research the unique features of
the product to determine the USP (unique
selling proposition) and the big idea—the
simple message that will be used to
communicate the USP to the target
audience.
 Many firms use a SWOT analysis to help
them with their advertising techniques.

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SWOT
 Strengths
 Outstanding features of the brand
 Positive consumer perceptions of the brand
 Features that are better, different or missing
from competitor’s brands

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SWOT
 Weaknesses
 What is missing
 Negative consumer perceptions
 Features of competitor’s brand that are better

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SWOT
 Opportunities
 What are the newest trends that have not been
addressed
 What are the latest developments in
technology
 Are there gaps in the market

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SWOT
 Threats
 Are consumers finding replacement products
 Is the industry regulated

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Advertising Techniques
 Advertisers use a variety of techniques to
create effective advertisements.

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1. BASIC APPEALS
 Biological
 Focus on consumer’s basic needs for health and
security
 Emotional
 Focus on the consumers’ feelings
(love, romance, pride)
 Rational
 Focus on the consumer’s reasoning abilities
(cost, safety, convenience)
 Social
 Focus on the way that social pressures influence
consumer behaviour (odour, weight, acne, fashion)

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2. Attention-getting headlines
 A successful headline leads a person into
reading the rest of the ad.
 Some headlines attract attention by
promising the reader a personal
benefit, such as savings or improvement in
physical appearance.

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3. Slogans
 Short phrases that a company uses over and
over in its ads.
 Good slogans are easy to remember and
stick in people’s minds.

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4. Testimonials
 Advertisements in which a person
endorses a product.
 The person may be someone who looks
like the average user of the product or it
may be a movie or TV star, athlete or
other celebrity.

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5. Product Characters
 Fictional people and cartoon animals or
characters used in advertisements over a
long period of time (Jolly Green Giant)

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6. Comparison of products
 Used most frequently to sell products that
compete heavily with other brands.
 Advertisers compare their product with
similar brands and point out the advantages
of using their brand.

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7. Repetition
 One of the most basic techniques advertisers use
to get their message across, whether it is a
commercial broadcast several times a day or an
ad published frequently.
 Repetition can help build or reinforce a
company’s reputation. Advertisers also believe
that the more people see or hear an
advertisement, the more likely they are to accept
the message and want the product.

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