{"id":3967,"date":"2014-05-08T18:21:20","date_gmt":"2014-05-08T18:21:20","guid":{"rendered":"http:\/\/www.marketingteacher.com\/advertising\/"},"modified":"2019-02-17T20:39:33","modified_gmt":"2019-02-17T20:39:33","slug":"advertising","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/advertising\/","title":{"rendered":"Advertising"},"content":{"rendered":"<h1>Advertising<\/h1>\n<ul class=\"lessonlinks\">\n<li class=\"lesson active\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483advertising\/\">Lesson<\/a><\/li>\n<li class=\"exercise\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483exercise-advertising\/\">Exercise<\/a><\/li>\n<li class=\"answer\"><a href=\"https:\/\/marketingteacher.com\/staging\/5483answer-advertising\/\">Answer<\/a><\/li>\n<\/ul>\n<p>Advertising is an important element of the marketing communications mix. Put simply, advertising directs a message at large numbers of people with a single communication. It is a mass medium. <\/p>\n<h2>Planning for advertising<\/h2>\n<p>Advertising agencies and their clients plan for advertising. Any plan   should address the following stages: <\/p>\n<ul>\n<li>Who is the potential <strong>TARGET AUDIENCE<\/strong> of the advert? <\/li>\n<li><strong>WHAT<\/strong> do I wish to communicate to this target   audience? <\/li>\n<li>Why is this message so <strong>IMPORTANT<\/strong> to them? <\/li>\n<li>What is the <strong>BEST MEDIUM<\/strong> for this message to take   (see some of the possible media above)? <\/li>\n<li>What would be the most appropriate <strong>TIMING<\/strong>? <\/li>\n<li>What <strong>RESOURCES<\/strong> will the advertising campaign need? <\/li>\n<li>How do we <strong>CONTROL<\/strong> our advertising and monitor   success? <\/li>\n<\/ul>\n<p>There are two key categories of advertising, namely <em>&#8216;above-the-line&#8217;<\/em> and <em>&#8216;below-the-line.&#8217;<\/em> The definitions owe a lot to the historical development of advertising   agencies and how they charge for their services. In a nutshell,   &#8216;above-the-line&#8217; is any work done involving media where a commission is   taken by an advertising agency, and &#8216;below-the-line&#8217; is work done for a   client where a standard charge replaces commission. So TV advertising is   &#8216;above-the-line&#8217; since an agency would book commercial time on behalf   of a client, but placing an advert in a series of local newspapers is   &#8216;below-the-line,&#8217; because newspapers tend to apply their own costing   approach where no   commission is taken by the agency i.e. instead the agency charges the   client a <em>transparent<\/em> fee.  There are many facets and elements to advertising &#8211; too many to be   covered in this short lesson. Try some of the other lessons to build   your knowledge. <\/p>\n<p>Advertising has a number of benefits for the advertiser. The   advertiser has control over the message. The advert and its message, to   an extent, would be designed to the specifications of the advertiser. So   the advertiser can focus its message at a huge number of potential   consumers in a single hit, at a relatively low cost per head.   Advertising is quick relative to other elements of the marketing   communications mix (for example personal selling, where an entire sales   force would need to be briefed &#8211; or even recruited). Therefore an   advertiser has the opportunity to communicate with all (or many of) its   target audience simultaneously. <\/p>\n<table>\n<thead>\n<tr>\n<th colspan=\"3\">\n<h3>Advertising Media<\/h3>\n<\/td>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\n<p>Outdoor (Posters or transport) <\/p>\n<\/td>\n<td>\n<p>New Media &#8211; Mobile devices <\/p>\n<\/td>\n<td>\n<p>New Media Internet &#8211; websites and search engines <\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>Newspapers (Local and National) <\/p>\n<\/td>\n<td>\n<p>Television <\/p>\n<\/td>\n<td>\n<p>Magazines <\/p>\n<\/td>\n<\/tr>\n<tr>\n<td>\n<p>Radio <\/p>\n<\/td>\n<td>\n<p>Cinema <\/p>\n<\/td>\n<td>\n<p>Others&#8230; <\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Advertising is an important element of the marketing communications mix. Put simply, advertising directs a message at large numbers of people with a single communication. It is a mass medium.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[10,61,33],"tags":[],"class_list":["post-3967","post","type-post","status-publish","format-standard","hentry","category-marketing-index","category-advertising","category-marketing-communications"],"_links":{"self":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/3967","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/comments?post=3967"}],"version-history":[{"count":1,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/3967\/revisions"}],"predecessor-version":[{"id":7038,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/posts\/3967\/revisions\/7038"}],"wp:attachment":[{"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/media?parent=3967"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/categories?post=3967"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingteacher.com\/staging\/5483\/wp-json\/wp\/v2\/tags?post=3967"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}