Journalism & Communication
Pages 9 (2259 words)
Advertisement,as defined by Julian,is a form of communication specifically used to persuade or encourage people to continue performing an action or change to a new action. An audience can be readers, viewers and/or listeners.
According to Altstiel and Grow (2006), commercial advertisements aim at driving consumer behaviors with respect to some commercial offerings. Non-commercial advertisements, on the other hand, concentrate on persuading or motivating an audience towards a social cause or an idea. Nevertheless, the two advertisements types focus on reassuring employees, shareholders, or generally, an audience, that a product, an action, or an ideology is viable. The objective is fulfilled through three important processes, which are informing, educating and motivating. During the three processes, advertisements catch attention of people by creating a unique awareness about a product or an idea. As observed by Felton (2006), success of an advertisement depends on its design and communication method it uses. Rodgers and Thorson (2012) incorporate the concept of marketing mix while discussing types of advertisement. Marketing mix, as a key component of an advertisement, consists of four P’s; Product, Price, Place and Promotion. In other words, while designing an advertisement, it is imperative to link a product with promotional strategies, price and a place where an advertisement is done (Altstiel and Grow, 2005). Even though the two types of advertisements use similar principles, certain differences, however, exist. ...