Unit 15.Functionsof Advertising
Unit 15. Functions of Advertising
FunctionsofAdvertisingToday,we all have strong concepts of whatadvertising is, and we also tent to have verystrong opinions and prejudices about it.Thedefinitions of advertising are many and varied. Itmay be defined as a communication process,amarketing process,an economic and socialprocess,a publicrelations process,and economicand social process,or and information andpersuasion process,depending on the point of theview
Functions of Advertising ◼ Today, we all have strong concepts of what advertising is, and we also tent to have very strong opinions and prejudices about it. The definitions of advertising are many and varied. It may be defined as a communication process, a marketing process, an economic and social process, a public relations process, and economic and social process, or and information and persuasion process, depending on the point of the view
What isAdvertising?(Workingdefinitionof advertisingAdvertising is the non-personalcommunication of informationusually paid for and usuallypersuasive in nature aboutproducts,services,or ideas byidentified sponsors through thevarious media
3 What is Advertising? （ Working definition of advertising） Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media
In thistext weshall usethe followingworking definition of advertising: Advertising is the nonpersonal communication ofinformation usually paid for and usuallypersuasive in nature about products,services,orideasbyidentifiedsponsors through thevariousmedia.Let's take this definition apart and analyze itscomponents.Advertising is directed to groups ofpeople and is therefore nonpersonal in natureThegroup might be teenagers who enjoy rockmusic or menand women who watchsoap operasor sporting events.But it is not personal or faceto-facecommunication
◼ In this text we shall use the following working definition of advertising: ◼ Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services, or ideas by identified sponsors through the various media. ◼ Let’s take this definition apart and analyze its components. Advertising is directed to groups of people and is therefore nonpersonal in nature. The group might be teenagers who enjoy rock music or men and women who watch soap operas or sporting events. But it is not personal or faceto-face communication
Most advertisingis paid for by sponsors.GeneralMotors,Wal-Mart or Panasonicpayfortheadvertisement we read,hear and see. But someadvertisementsare not paid for by theirsponsors.The American Red Cross,United Way andAmerican Caner Societyareonly threeofhundreds of organizations whose messagesarecustomarily presented at no chargeas a publicservice
◼ Most advertising is paid for by sponsors. General Motors, Wal-Mart or Panasonic pay for the advertisement we read, hear and see. But some advertisements are not paid for by their sponsors. ◼ The American Red Cross, United Way and American Caner Society are only three of hundreds of organizations whose messages are customarily presented at no charge as a public service