Podcast
Questions and Answers
Advertising is a form of unpaid, personal communication that promotes products or services.
Advertising is a form of unpaid, personal communication that promotes products or services.
False
One of the main goals of advertising is to influence consumer behavior.
One of the main goals of advertising is to influence consumer behavior.
True
Digital advertising accounts for the largest share of ad spending in 2024.
Digital advertising accounts for the largest share of ad spending in 2024.
True
Advertising does not target specific audience segments and is aimed at individuals directly.
Advertising does not target specific audience segments and is aimed at individuals directly.
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One importance of advertising to consumers is that it helps them compare products effectively.
One importance of advertising to consumers is that it helps them compare products effectively.
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Advertising solely benefits businesses without any impact on consumers or society.
Advertising solely benefits businesses without any impact on consumers or society.
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The use of mass media in advertising includes channels like social media and newspapers.
The use of mass media in advertising includes channels like social media and newspapers.
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Ads are clearly marked as advertisements, making their purpose easily identifiable.
Ads are clearly marked as advertisements, making their purpose easily identifiable.
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The Media Department is responsible for evaluating, planning, and selecting the right media.
The Media Department is responsible for evaluating, planning, and selecting the right media.
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Conventional advertising has been implemented during the Industrial Revolution 4.0 era.
Conventional advertising has been implemented during the Industrial Revolution 4.0 era.
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Pamphlets and newspapers are examples of digital advertising.
Pamphlets and newspapers are examples of digital advertising.
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The Research and Monitoring Department often relies on third parties for research and evaluation.
The Research and Monitoring Department often relies on third parties for research and evaluation.
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Digital advertising is generally more expensive than conventional advertising.
Digital advertising is generally more expensive than conventional advertising.
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The Coca-Cola advertisement from the 1890s is an example of early advertising.
The Coca-Cola advertisement from the 1890s is an example of early advertising.
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Deepavali is a festival that aims to promote the usage of modern advertising techniques.
Deepavali is a festival that aims to promote the usage of modern advertising techniques.
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The creation of the printing tool by Johannes Gutenberg in 1440 was significant for the advertising revolution.
The creation of the printing tool by Johannes Gutenberg in 1440 was significant for the advertising revolution.
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Traditional media includes platforms such as social media and websites.
Traditional media includes platforms such as social media and websites.
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Backlash against advertisements can occur if they do not represent the culture they depict.
Backlash against advertisements can occur if they do not represent the culture they depict.
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Metrics such as sales and engagement are used to evaluate the success of an advertising campaign.
Metrics such as sales and engagement are used to evaluate the success of an advertising campaign.
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Advertising objectives should be vague and not clearly defined.
Advertising objectives should be vague and not clearly defined.
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Identifying the target audience is an important step in creating an effective advertisement.
Identifying the target audience is an important step in creating an effective advertisement.
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Social media ads account for 20.9% of total advertising.
Social media ads account for 20.9% of total advertising.
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Search ads account for a higher percentage of advertising compared to social media ads.
Search ads account for a higher percentage of advertising compared to social media ads.
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Retail media accounts for 30.3% of total advertising.
Retail media accounts for 30.3% of total advertising.
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The controversy surrounding H&M's hoodie ad was due to its promotion of positive stereotypes.
The controversy surrounding H&M's hoodie ad was due to its promotion of positive stereotypes.
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Gillette's 'The Best Men Can Be' campaign was received with universal acclaim.
Gillette's 'The Best Men Can Be' campaign was received with universal acclaim.
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Foodpanda Malaysia was criticized for cultural appropriation due to a Bollywood-themed video.
Foodpanda Malaysia was criticized for cultural appropriation due to a Bollywood-themed video.
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Linear TV ads still represent a significant portion of advertising at 16.3%.
Linear TV ads still represent a significant portion of advertising at 16.3%.
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Print media accounts for a larger percentage of advertising than audio advertising.
Print media accounts for a larger percentage of advertising than audio advertising.
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The purpose of Public Service Announcements (PSA) is to generate profit for businesses.
The purpose of Public Service Announcements (PSA) is to generate profit for businesses.
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Social advertising is intended to offer goods to consumers.
Social advertising is intended to offer goods to consumers.
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Greenpeace's campaign, Planet Earth, is an example of a social advertisement.
Greenpeace's campaign, Planet Earth, is an example of a social advertisement.
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The main techniques of advertising methods include digital media only.
The main techniques of advertising methods include digital media only.
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The Creative Department in an advertising agency is typically led by an Account Service Manager.
The Creative Department in an advertising agency is typically led by an Account Service Manager.
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The circulation of the Singapore Free Press newspaper between 1888 and 1890 reached 400 manuscripts.
The circulation of the Singapore Free Press newspaper between 1888 and 1890 reached 400 manuscripts.
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Public Relations is one of the methods applied in making promotion decisions.
Public Relations is one of the methods applied in making promotion decisions.
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Malay newspapers during the late 19th century were predominantly published by Chinese Peranakan.
Malay newspapers during the late 19th century were predominantly published by Chinese Peranakan.
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The Daily Times newspaper had a circulation of 250-350 manuscripts between 1883 and 1887.
The Daily Times newspaper had a circulation of 250-350 manuscripts between 1883 and 1887.
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Social profit relates solely to financial gains in advertising campaigns.
Social profit relates solely to financial gains in advertising campaigns.
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Personal selling is unimportant in advertising strategies.
Personal selling is unimportant in advertising strategies.
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Chinese newspapers in the last two decades of the 19th century faced a lukewarm reception.
Chinese newspapers in the last two decades of the 19th century faced a lukewarm reception.
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Advertising agencies began to emerge in Malaysia during the 1930s.
Advertising agencies began to emerge in Malaysia during the 1930s.
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Public Service Announcements (PSAs) are commercial advertisements controlled by authorities.
Public Service Announcements (PSAs) are commercial advertisements controlled by authorities.
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The Jawi Peranakan newspaper had a circulation of 250 manuscripts in 1879.
The Jawi Peranakan newspaper had a circulation of 250 manuscripts in 1879.
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Commercial Advertising is aimed at personal communication with the target audience.
Commercial Advertising is aimed at personal communication with the target audience.
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Study Notes
Advertising Overview
- Advertising is the act of paying for media space or time to draw attention to goods or services. (Turow, 2016, 2008)
- Advertisers pay for the space/time they receive.
- Ads clearly announce their presence, indicating the product/service and sponsor.
- Advertising uses persuasion to encourage individuals or groups to take action or adopt a viewpoint using argument, reasoning, or emotion.
Definition of Advertising
- Advertising is paid, non-personal communication promoting products, services, ideas, or brands to a specific audience through various media (e.g., TV, social media, print).
Key Features of Advertising
- Paid Communication: Businesses pay to display ads.
- Non-Personal: Ads target broad audiences, not specific individuals.
- Promotional: Ads aim to influence consumer behavior.
- Targeted: Ads are directed at specific audience segments.
- Mass Media: Ads use various channels like TV, radio, websites, social media, and newspapers.
Importance of Advertising
Importance to Businesses
- Increases Sales: Ads inform and persuade customers to buy products.
- Builds Brand Awareness: Ads help businesses stand out in competitive markets.
- Promotes New Products: Ads attract attention to new products.
Importance to Consumers
- Provides Information: Ads educate consumers about features, prices, and benefits.
- Helps Decision Making: Ads allow consumers to compare products and make informed choices.
Importance to Society
- Encourages Innovation: Competition spurred by ads leads to better products.
- Economic Growth: Ads drive demand, increasing production and supporting jobs.
2024 Global Media Ad Spending by Medium
- Digital Advertising: 66.4% of ad spending.
- Social Media Ads: 20.9%
- Search Ads: 21.8%
- Retail Media Networks: 13.3%
- Television (Linear TV): 16.3%
- Out-of-Home (OOH): 5.4%
- Print Media: 3.7%
- Audio (Radio & Podcasts): 2.3%
- Connected TV (CTV): 3.1%
Advertising Processes
- A system where parties interact.
- Idea creation.
- Designing starts.
- Advertising department involvement (e.g., call for agency).
- Pitching process.
- Advertisement design starts.
Controversy in Advertising
- H&M "Coolest Monkey in the Jungle" Hoodie (2018): Faced backlash for racial insensitivity.
- Gillette "The Best Men Can Be" (2019): Mixed reactions for its challenge to toxic masculinity.
- Foodpanda "Pollywood" Video: Criticized for cultural appropriation.
Steps in Creating an Advertisement
- Identify Target Audience: Understand the ad's target (age, gender, location, interests).
- Set Advertising Objectives: Decide the ad's purpose (e.g., awareness, persuasion, reminding).
- Create the Message: Develop compelling content (taglines, visuals, videos, slogans).
- Choose Media Channels: Select platforms for ad placement (traditional vs. digital).
- Launch the Campaign: Run the ad and track its progress.
- Evaluate Results: Measure ad success using data (sales, likes, shares, website visits).
Advertising Revolution: International and Malaysia
- Printing from the Gutenberg press (1440) was crucial in advertising.
- Mass advertising started with printed posters, newspaper ads, and bills.
- The first printed advertisement poster appeared in 1472. The first newspaper ad appeared in London in 1625.
Early Newspapers
- Early newspapers (Courant, Revue, Examiner, Tatler, Spectator) ran ads for diverse products (coffee, tea, chocolate, medicine, personal ads).
- The first US ad appeared in the Boston Newsletter (1704).
- Volney Palmer founded the first US advertising agency in Massachusetts.
- Ayer & Son (Philadelphia, 1890) offered services similar to modern agencies.
Malaysian Advertising Before Independence (1800-1830)
- Early Malaysian advertising resembled international (e.g., English) practices.
- Newspapers, posters, and sandwich boards were common advertising mediums.
- Advertising industry growth mirrored traditional trade.
Malaysian Advertising (1830-1900)
- More ads appeared in the English press after 1830.
- Growth in ad types (e.g., trade ads, government announcements).
- English newspapers showcased business advertisements (hotels, pharmacies, banks, insurance).
- Chinese businesses started more advertising (especially pharmaceutical, hotel, and bank ads) by late 1900s.
Malaysia (1901-1956) - Newspaper Advertisements
- Emergence of advertising agencies.
- Development of advertising, publicity, and marketing research companies (1934-1917).
- Advertising became a significant business sector.
- Advertising agents began operation with business focus.
- Advertising grew but stalled during the Japanese occupation.
Advertising Concepts
- Commercial Advertising (communication of organization and product, often through mass media channels).
- Public Service Announcements (PSAs) (noncommercial ads, often run by authorities; focus on community initiatives and better life).
Advertising Systems and Techniques
- Methods used to make promotion decisions (advertising techniques, sales promotion, public relations, personal selling).
- Main methods: television, radio, newspapers, magazines, social media. These methods were used to reach a large audience, including remote areas.
Case Study: A Brand
- Brands like Rids, Maggi, McDonald's, and Facebook had significant market successes.
- Their efforts focused on raising awareness, maintaining loyalty, driving repeat purchases, enhancing brand image and reputation through advertising.
Advertising Agency Organization Structure
- Roles and responsibilities in advertising agencies.
- Four key departments: creative, client service, media, research & monitoring.
- Two sub-departments: traffic, production.
Advertising Agency Departments
- Creative Department: Led by a creative director; involves copywriters, visualizers, and art directors (advertising layout).
- Client Service Department: Account service department (account executives, supervisors, directors/managers) emphasizing administrative aspects.
- Media Department: Responsible for evaluating, planning, and selecting media; manages media frequency. Comprises media planners, buyers, and directors/managers. Work collaboratively with account and creative directors to set media strategy. Known for profit-centric focus on determining company revenue.
- Research and Monitoring Department: Some agencies create their own, or engage third-party services (e.g., ACNielsen) for evaluation and research. Job roles demand expertise and specific methodologies for research.
Comparison of Conventional and Digital Advertising
- Definition: Conventional ads meet societal needs immediately. Digital builds on the internet to attract consumers.
- Existence: Conventional ads exist since advertising's introduction. Digital is largely a product of the Industrial Revolution 4.0.
- Availability: Conventional ads often target pre-existing needs. Digital helps discover and meet current needs and trends.
- Cost: Conventional advertising is typically more expensive than digital advertising.
- Examples: Conventional advertising encompasses pamphlets, banners, newspapers, and television. Digital includes email, blogs, social media, and mobile marketing.
Advantages and Disadvantages of Digital Advertising
- Accessibility: Extensive reach, complete messages, but mostly for internet-savvy people.
- Interaction: Enables instant engagement with consumers.
- Market Coverage: Wide reach.
- Acceptance: Generally smoothly integrated into society.
- Viewability: Easily viewed in many places.
- Layout: Often incorporates various formats.
- Technicality: Easily adaptable and updated.
- Disadvantages: Limited coverage to internet-savvy segments; requiring high consumer density; limited market; possibly resisted by high financial costs; use constraints for design/graphics; and high costs for software.
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Description
This quiz explores the fundamentals of advertising, including its goals and the impact of digital platforms. Understand how advertising influences consumer behavior and the role of media in conveying advertisements. Test your knowledge on different advertising strategies, trends, and their implications for both businesses and consumers.
