Theory Application Paper

3514 Words Jul 24th, 2004 15 Pages
I. INTRODUCTION

Advertising is mass communication an advertiser pays for in order to convince a certain segment of the public to adopt ideas or take actions of benefit to the advertiser ("The History of Advertising").

In other words, advertising is a form of communication as well as a marketing function where the advertiser pays for the use of the communications media. It is non-personal (compared to personal selling) and has to be persuasive and convincing in order to sell or secure favorable consideration. The advertiser has to communicate facts and ideas to the public in such a way that the information fits the needs, wants, and interests of the public (Crisostomo 4).

Although the goals of advertisements may differ from ad to ad,
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Images can associate the product with a person or a specific class (Crisostomo 194-195).

The last element of an advertisement is the company logo or slogan. Placing this in an advertisement immediately separates the advertised product or service from the competitor's product. A logo could attract buyers to a specific store or lend prestige to the products with consumer preference influenced by the association of the firm's name with the advertised merchandise (Crisostomo 195).

Each advertisement has to reach the maximum number of prospects per advertising peso. In the procedure of media selection, the researcher defines the market to be reached by studying the results of consumer surveys and market analysis. After doing so, can the advertiser decide which medium or medias to select wherein they can exhibit their advertisement. There is an overabundance of media for advertisers (Miranda 157). For this study, I will concentrate on the television medium. Although the costs of advertising on TV are quite expensive, television can sell by appealing to two senses - sight and sound - rather that to only one as most media do. Demonstration of product performance and exhibition of styles, color, designs, and other product features can be achieved. The sponsor also enjoys great flexibility in the presentation of this commercial (Miranda 197).

The background given provides us with an idea of the definition of advertising, its purpose and goals, its different cycles

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