Theories of Advertisement

Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners) to continue or take some new action. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail, or new media such as websites and text messages.

There are some theories of advertising :

• Hierarchy of effects model

It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are:

1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

• Means-End Theory

This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.

• Leverage Points

It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.

• Verbal and Visual Images

Type of advertising

Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses and many more! Any place an "identified" sponsor pays to deliver their message through a medium is advertising.

1.      Television advertising/Radio advertising

The advertisement that often we saw in television or heard on radio. It’s like promote about some event that would be held. Such as reality show, music event, football match etc.

2.      Infomercials

This is kind of advertisement that told us some information about new brand or a use of a product. Such as a brand new phone, cosmetic, tool’s cooking, new car, house etc. it’s usually followed by the use and strength of the product.

3.      Online advertising

This advertising is only promoted in some websites. So, if we want to see it we must browse by using internet. There so many things that was promoted on the website. The purpose are same, to introduce new brand and persuade the user of the internet to buy their product.

4.      Press advertising

Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal.

5.      Billboards advertising

Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic. however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

6.      Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, café, or drive-through coffee shop. 

7. Streets advertising

streets advertising is often showed by something that located near by the street, such as on the wall or the road. The advertising could be like a graffiti that showed some product.

8.      Celebrity branding

This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.

In my opinion, any advertisement always want to shows their best product with their own way. I think to make such an interest advertisement, someone needs an unique idea. And besides that, they also need a high technology to support their work.

source : wikipedia.com