Advertisement Theory

Hello People !!!

Last meet we have seen 2 kind of advertisements, Indonesian and English. We always know what is the advertisement look like. But, sometimes. Some of us still not exactly understand about what is the advertisement? Where it come from? How about the history? Etc. so this time, I will discuss about a little about advertisement theory. To make us understand a little about the advertisement.

Definitions

Advertising

An identified sponsor has paid for any form of non-personal communication about an

organisation, product, service or idea that has passed through a mass communication channel

to reach a broad audience. In Latin, ad vertere means "to turn toward".[4] 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 old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Theory

The Marketing Communication process

The marketing communication process originates from the old mathematical communication

theory published by Shannon and Weaver in 1949. This theory was created to show how electrical signals could be transferred from one point to another and came to be introduced as

a communication theory within human communication when Weaver thought it also met the

demands on how humans affect each others (Barlow, 2002). This mathematical model has since then been identified as a transmission model of communication and has been adapted widely around the world. During the years, this model has been evolved to form the different process-models for communications (Dwyer, 2005). Models that can be found on the communication process in literature today are all inclined on a base where a sender has to exist to send out a message to a receiver. The sender creates a need/purpose with its communication, chooses a message to send out through the right channel that can lead to a created need among the audience/receiver

Theories and Models

There are theories within external marketing communication and advertising that has been

highly influential in both textbooks and in the professional advertising practice (Hackley,

2005). These theories all derive from what can be referred to as the old .learning theory., a

theory that can be related to the Pavlov.s dogs. experiment. Pavlov trained his dogs. to

associate the arrival of food with the ringing of a bell; a sound that alone would lead to the

salivation response among the dogs. Just like the bell in Pavlov.s dogs. experiment,

advertising was seen as a stimulus that would give rise to a response, just like the dogs.

salivation response.

                A.   AIDA

AIDA was created by Strong in 1925 and is a behavioural model that has as purpose to makesure that an advertisement raise awareness, stimulate interest, and leads the customer to desireand eventually action (Hackley, 2005). The model is seen as a highly persuasive and is said to often unconsciously affect our thinking

               B.   DAGMAR

Russell Colley created DAGMAR when he prepared a report for the Association of NationalAdvertisers. This report was entitled Defining Advertising Goals for Measured AdvertisingResults, shortened down to DAGMAR, and thereof the name, (Belch & Belch, 1995) and waslater in 1969 published as a book with the same title (Mackay, 2005). DAGMAR was created to encourage measurable objectives for each stage of the communication (Smith & Taylor, 2002) and does not deal purely with the message (Mackay 2005). DAGMAR focuses on the levels of understanding that a customer must have for the organisation and on how to measure the results of an advertising campaign

               C.   Lavidge & Steiners Hierarchy-of-effects model 

This model was published during the same period as DAGMAR. The model was named thehierarchy-of-effects model which is the same name as some authors used on the foundationtheory, and will therefore go under the name, Lavidge & Steiners Hierarchy-of-effects model in this study. According to this model customers do not switch from being completely uninterested to become convinced to buy the product in one step. Lavidge and Steiners Hierarchy-of-effects model is created to show the process, or steps, that an advertiser assumes that customers pass through in the actual purchase process (Barry & Howard, 1990). The model is based on seven steps, which as with the other models must be completed in a linear way (See Figure 7). The big difference between this model and the others is not only the steps, but also the view on how to pass them. Lavidge and Steiner (1961) write that the steps has to be completed in a linear way, but. “a potential purchaser sometimes may move up several steps simultaneously. (Lavidge & Steiner, 1961, p. 60) which is supported by Munoz (2002) who writes that normally ultimate customers do not switch directly from being interested to become convinced buyers. Lavidge and Steiner identify the seven steps in the following order:

Types 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 and forehead advertising, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising

Share of global adspend
medium	2015	2018
Television advertisement	37.7%	34.8%
Desktop online advertising	19.9%	18.2%
Mobile advertising	9.2%	18.4%
Newspaper#Advertising	12.8%	10.1%
Magazines	6.5%	5.3%
Outdoor advertising	6.8%	6.6%
Radio advertisement	6.5%	5.9%
Cinema	0.6%	0.7%