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Article

October 23, 2021

Advertising (English: advertising or advertizing), narrowly speaking, is a marketing behavior used to persuade viewers, usually to trigger the purchase of products or services, that is, commercial advertising. On the other hand, to understand advertising in a broad sense, it is all advertising communication activities for the purpose of communicating information and promoting awareness. No matter whether it is used in the commercial field or whether profit is the operating goal, as long as it has the basic characteristics of advertising, it is an advertising activity, such as To increase political or ideological support, such as campaign advertisements and public service advertisements. Each advertisement is composed of a message and the medium through which the message is delivered. Advertising is only one part of the overall marketing (ie marketing, marketing) strategy. Other aspects of marketing include publicity, public relations, sales, and competition. In 2010, advertising companies estimated that their spending in the United States reached US$142.5 billion, and their estimated global advertising spending reached US$467 billion. Moderate advertising can make the public better understand the characteristics of the product, but too much advertising (ad bombardment) generally causes people's boredom and disgust.

Overview

Advertising is a paid communication activity whose purpose is to provide information and/or lobby one or more people. Strictly speaking, unpaid advertisements are not advertisements. If the cost is not involved, then although the relevant communication is a good publicity activity and has a lobbying nature, it cannot be counted as an advertising activity, unless it is an advertisement intended to be distributed for free (such as for charity or similar Activity). Every advertisement attempts to build a bridge between the sender and the receiver. This bridging behavior is a kind of communication. Buy a full page of the newspaper, but leave it blank. Such behavior is not an advertisement. Whether using text or images, or both, the advertisement must deliver some kind of message to the audience. So it is a form of communication. All advertisements are aimed at people. Sometimes the advertisement is only for one person, and sometimes the advertisement is for countless people.

Advertising behavior

Advertising is not a homogeneous entity. It covers a large number of different communication methods and has different goals. Most advertisements are indeed aimed at selling products and services. But not all ads are like this. Even those advertisements that are aimed at sales have various means to achieve their goals. Advertising campaigns may try to: Launch a new brand; Launching new products under existing brands means adopting a "brand extension" strategy; Improve existing brands; Let those who have not heard of a brand before have an understanding of the brand; Persuade those who know a brand but have never bought it to try to buy the brand; Persuade people who have used a certain brand before to try the brand again; Lobbying people who are using a certain brand to use the brand more; Lobbying people who are using a certain brand to use the brand in a different way; Lobby another target market (such as younger or richer people) to use the brand; Lobby retailers to reserve the brand's products to make it easier for people to buy. These disparate goals require different messages and therefore require different advertising strategies. A publicity campaign can have multiple goals, as long as the different goals are compatible with each other and will not contradict each other. In fact, recent research shows that most successful advertising campaigns have an average of about 2.5 overlapping goals. For example, "Cultivate the brand awareness of a high-end new brand among affluent potential customers who can only buy the product from top retailers." This specific goal includes at least four sub-goals: (1) in a wealthy customer base; (2) cultivate brand awareness; (3) a high-end brand; (4) can only buy from top retailers. All these goals are critical to achieving the brand's ultimate promotional purpose.

Advertising Strategy

The objectives of each advertising campaign will be detailed in a key document, usually such a document is called an advertising strategy. Different advertisers and their agencies have given different names to this approach, but its purpose is always the same: define the objectives of the advertising campaign, and ensure that everyone involved in the advertising knows exactly this What is the goal. In order to achieve these goals, the advertising strategy will include many blocks, which must be started at the beginning of the advertising campaign.

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