Download COMMUNICATION - Department of Communication Science

UNIVERSITY OF ZULULAND
Department of Communication
Science
MARKETING AND ADVERTISING
ACOM321/121/172
19th April 2010
COMMUNICATION
• the process of conveying information from a sender to a
receiver,
• Communication requires that all parties understand a
common language,
• It is the transaction [Trans + action] of information for a
better understanding,
• It’s a process that involves exchange of information,
thoughts, ideas and emotions,
• communication channel, encodes, decodes
Broad definition of communication
• verbal communication (written and oral communication)
and non-verbal communication (body language, facial
expressions and eye contact, and visual diagrams or
pictures used for communication),
• Verbal communication (written communication, e.g.
emails or snail mail) is further divided into written and oral
communication (face-to-face communication),
• Non-verbal communication includes the overall body
language: body posture, the hand gestures,
VISUAL COMMUNICATION
• as the name suggests is the communication through visual
aid,
• It conveys information in forms that can be read or looked
upon.
Advertising: Characteristics of effective ads
• On two levels: satisfy consumers’ objectives by engaging them
and delivering a relevant message. And the ads must achieve the
advertiser’s objectives,
• A customer may watch an advert for entertainment value or
satisfy her curiosity,
The advertiser’s objectives
• gain their attention,
• change purchasing behaviour,
• An advert should also create a sense of humor,
• Humor will satisfy the viewer’s curiosity and need for
entertainment.
Three broad dimensions characterize effective
advertising
• Strategy: specific objectives, certain audience, audience’s
most important concerns, and runs it in media (print,
broadcast, or the Internet,
• Creativity: creative concept is the ad’s central idea,
• the buying and placing of ads in the media require
creative thinking
• execution: FINALLY, photography, setting, printing, and the
production values have all been fine-tuned!
Advertising Objectives
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– An advertising objective is a specific communication task to be
achieved with a specific target audience during a specified
period of time.
(a) To inform - e.g. tell customers about a new product
(b) To persuade - e.g. encourage customers to switch to a different
brand
(c) To remind - e.g. remind buyers where to find a product,
The traditional conceptual model for creating any advertising or
marketing communications message is the AIDA Model: get
Attention, hold Interest, arouse Desire, and
then obtain Action.
AIDA Model
Principles of good brand advertising:
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It is customer-oriented
It concentrates on one selling idea
It presents a unique and competitive idea
It involves the consumer
It is credible and sincere
It is simple, clear and complete
It clearly associates the selling idea with the brand name
It takes full advantage of the medium
It makes the sale