III. ADVERTISING
1. What is advertising?
2. Specific forms of Ads
3. Medial mix
1. WHAT IS ADVERTISING?
ADVERTISING
 The paid form of impersonal
presentation.
 The advertising is a persuasive process
by which the users of products are
sought through communication media.
THE BASIC FEATURES OF ADVERTISING
 Mass
 Paid
 Impersonal
2. SPECIFIC FORMS
OF ADVERTISING
 COOPERATIVE ADVERTISING
 IN-DOOR ADVERTISING
 SUBLIMINAL ADVERTISING
COOPERATIVE ADVERTISING
 Two or more companies
participate in the same
communication campaign.
 Typical for complements.
 e.g. - Škoda + Shell.
COOPERATIVE ADVERTISING
IN-DOOR ADVERTISING
 Advertising located in public
covered territory (trains, planes,
public transport, shopping
centers, consulting rooms, …).
SUBLIMINAL ADVERTISING
 Subliminal stimuli = "below threshold", are any
sensory stimuli below an individual's threshold for
conscious perception.
 Visual stimuli may be quickly flashed before an
individual can process them, or flashed and then
masked. Audio stimuli may be played below audible
volumes, masked by other stimuli.
 Some research has found that subliminal messages do
not produce strong or lasting changes in behavior X a
recent review of functional magnetic resonance imaging
(fMRI) studies shows that subliminal stimuli activate
specific regions of the brain despite participants being
unaware.
"EAT POPCORN" AND "DRINK COCA-COLA“
 The birth of subliminal advertising it dates to 1957 when
a market researcher named James Vicary inserted the
words "Eat Popcorn" and "Drink Coca-Cola" into a movie.
 The subliminal ads supposedly created an 18.1%
increase in Coke sales and a 57.8% increase in popcorn
sales.
 Vicary's results turned out to be a hoax. But more recent
experiments have shown that subliminal messages
actually can affect behavior in small ways.
 Source:http://subliminalmanipulation.blogspot.cz/
BASIC TRRADITIONAL MEDIA
Medium + Reasons for using - Reasons for not using
TV Realism – sight,
sound, movement,
repetition, regional
zoning, entertaining
Poor selectivity, detail
often missed, high costs
long lead times, highly
regulated content,
inflexible
Radio Widespread use,
active, local targeting,
relatively inexpensive,
can involve listeners
No visual content, often
used only as background,
small audiences, low
prestige
Outdoor (out-
of-home,
Billboard)
Low cost, localized,
easily changed
Low-attention capacity,
limited segmentation
possible, vulnerable to
vandalism, poor image
Medium + Reasons for using - Reasons for not using
News press Relatively inexpensive, short lead
time, wide reach, good for
technical detail
Passive, reproduction of photos
my be poor, no dynamics
Magazine Quality of reproduction provides
high impact, longevity, can
associate a brand with cultural
icons among a mass audience
Visual only, long lead times,
doe not foster a relationship
Internet Inexpensive presence, active,
allows movement, sound and
colour to attract, fast information
provision, can have a sales facility
No national coverage, limited
access and not relevant for
goods as perfume and food
Cinema High impact, captive audience Expensive, lacks detail
ACTUAL MEDIA
 Word of Mouth
 Indoor
 Mobile phone
 Non-traditional media (Ambient
media)