Advertising Fundamentals and Communication Model

Study Notes

Advertisement involves the non-personal promotion of goods, services, or ideas, financially backed by an identifiable sponsor.
Marketing strategies are developed to promote products and enhance consumer engagement.

Developed by Claude Shannon and Warren Weaver, this model is useful for understanding the communication process in advertising.

Product Existence: The process starts with the public becoming aware of a product's presence.
Customer Interest: Advertising seeks to spark interest and educate consumers about the product.
Product Purchase: Successful advertising leads to a perceived need for the product, culminating in its purchase.

Advertising informs the public about product attributes and encourages purchases.
It serves as a social influence for public good, advocating for advertisements that benefit society.
Ethical advertising practices are emphasized, rejecting those that violate standards of good taste and morality.

Market: Identifies the target audience who will be reached by the advertisement.
Motives: Understands consumer motivations that encourage purchasing behavior.
Message: Clarifies the core information about the product or service being promoted.
Media: Selects appropriate channels to effectively reach the target audience.
Money: Allocates funds for executing advertising strategies.
Measurement: Evaluates the effectiveness and impact of advertising efforts.

Agencies should define their vision, mission, goals, and core values.
Visual branding includes designing a logo, choosing a color palette, and selecting font pairings.
A compelling tagline and a cohesive team structure are essential for agency identity and function.

Advertisement involves the non-personal promotion of goods, services, or ideas, financially backed by an identifiable sponsor.
Marketing strategies are developed to promote products and enhance consumer engagement.

Developed by Claude Shannon and Warren Weaver, this model is useful for understanding the communication process in advertising.

Product Existence: The process starts with the public becoming aware of a product's presence.
Customer Interest: Advertising seeks to spark interest and educate consumers about the product.
Product Purchase: Successful advertising leads to a perceived need for the product, culminating in its purchase.

Advertising informs the public about product attributes and encourages purchases.
It serves as a social influence for public good, advocating for advertisements that benefit society.
Ethical advertising practices are emphasized, rejecting those that violate standards of good taste and morality.

Market: Identifies the target audience who will be reached by the advertisement.
Motives: Understands consumer motivations that encourage purchasing behavior.
Message: Clarifies the core information about the product or service being promoted.
Media: Selects appropriate channels to effectively reach the target audience.
Money: Allocates funds for executing advertising strategies.
Measurement: Evaluates the effectiveness and impact of advertising efforts.

Agencies should define their vision, mission, goals, and core values.
Visual branding includes designing a logo, choosing a color palette, and selecting font pairings.
A compelling tagline and a cohesive team structure are essential for agency identity and function.