Communication The process by which we exchange or share meanings through a common set of symbols.

The Communication Process

The Communication Process

Advertising Impersonal, one-way mass communication about a product or organization that is paid for by a marketer

Advertising Media

Traditional Advertising Media

Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards

Electronic Advertising Media

Internet Computer modems Fax machines

Advertising Advantages Ability to reach large number of people Cost per contact is low Can be micro-targeted Disadvantages Total cost is high

Three basic purposes of ads To inform To persuade To remind To inform

A new product may be introduced this way Shows new uses for an old product Shows a price change in a product Shows how a product works Builds an image for the company Describes available services

To persuade

Persuading ads try to convince a buyer to purchase the product or service NOW Encourages switching to an identified brand instead of a lesser-known brand Validates a purchase so the customer comes back again and again May want to personally talk to the customer

To remind
Identifies where the product or service may be purchased Shows a need the customer already knows for the product Reaffirms the importance of the product or service

ROLE OF ADVERTISING
COMMUNICATION WITH THE CONSUMERS PERSUASION CATALYST FOR CHANGE CONTRIBUTION TO ECONOMIC GROWTH