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Definition of Commercial Advertising

• Commercial advertising is a non-personal and free way to present goods, services, or ideas to the public through a known entity.
• It is defined as the part of public relations that is often directed to promote a commodity or service for the company.
• It is often used to increase consumer awareness of the company's activity and to confront negative impressions of the company's reputation or the quality of a particular commodity.
• Advertising is the free publication of matters relating to the company's activities or policies through the transmission of convincing information about the company to a predefined audience.
• Advertising takes many forms, it can be a short report expressing a particular activity of the company or a new commodity produced, or a commodity with improvements added.
• It may take the form of a lengthy article or images followed by an explanation or a number of images attached to a lengthy article aimed at raising consumers' awareness of the company's activities and products.

The difference between commercial advertising and publicity

• Advertising aims to achieve the functions of definition, persuasion and remembrance, whereas publicity aims at introducing the public to a particular event without attempting to convince them.
• Advertising is paid, while advertising is free.
• The advertising message can be repeated several times, whereas in the case of publicity, the opportunity for publication is often only once.
• Advertising aims to stimulate consumers and motivate them to buy, whereas the goal of advertising is to educate consumers.
• Advertising is directed to a particular audience, while publicity is directed to the entire audience.
• There is sufficient flexibility to change the subject or idea of the advertising message, whereas in the case of the Publicity subject, this flexibility is not available.

Advantages of commercial publicity

• Low cost, as it does not involve buying newspaper space or television or radio time.
• The advertising material includes a high degree of perceived credibility, since the advertiser is considered a third party and has no interest in what is being promoted.
• The advertising material can achieve broad public coverage especially if it relies on a particular means of communication.

Disadvantages of commercial publicity

• The need to control the content and substance of the advertising message.
• The need to monitor and supervise publication in general because it is part of the company's work to do so.

Advertising media

• Audio media such as radio and spoken word.
• Printed media such as newspapers, magazines, books, and any printed media.
• Audio-visual media such as television, cinema, theatre, shows and press conferences.

Forms of commercial publicity

• News Authorized for Publication: This is the most used form of promotional communication because it serves public relations goals. News stories range from one to two pages, through which the company announces a new event or occasion such as a new product, a change in an important position in the company, or the issuance of an order to appoint a senior figure.
• Press conferences: Although press conferences are used as a promotional method, it is not continuous but is commonly used only for important statements. Journalists are gathered in a main hall to hear what is being announced, and then journalists ask questions to clarify the topic, which are answered by a company official.
• Prominent articles: can be promotional material, because it shows company activity and presents its production and marketing situation.
• Photo Investigations: These are exciting promotional tools, especially when the published images express an important event.

Requirements for the success of the advertising program

• The entity responsible for publishing should adhere to the specified publication times.
• The responsible publisher must respect the personality, independence, and decision of the journalist.
• The entity responsible for publishing must be fully aware of the latest media publications.
• The advertising message should emphasize knowledge-based news.
• Good treatment of editors.
• The company's relations with the media should be long-term planned.