Advertising

Advertising

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

• Bovee/Arens, 1992

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Two kinds of selling

• Personal
• Plenty of time to deliver the message
• Done face to face
• Message can be adjusted to fit how it’s getting across
• Easy to find customers

• Expensive in both time and money
• Labor-intensive
• Time consuming

Non-Personal

• Limited in time and/or space
• Don’t know who the customer is
• Don’t know how the customer is reacting
• Can’t change the message in mid-stream

• Message doesn’t have to be created on the spot
• Extensive research
• Far cheaper than personal selling

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

The Senses

• Smell
• Touch
• Taste
• Sound
• Sight

Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.

Affirmative disclosure

• "Sometimes the consumer is provided not with information he wants but only with the information the seller wants him to have. Sellers, for instance, are not inclined to advertise negative aspects of their products even though those aspects may be of primary concern to the consumer, particularly if they involve considerations of health or safety . . . "
• Lewis A. Engman, FTC Chair