Commercial Advertisers usually search to produce the improvement of consumption from their products. or with services through branding which involve the repetition of the image or the product to effort with certain qualities with the products form consumer's mind.
ADVERTISING THEORIES:
there are six steps a consumer or a business buyer must do when they want to make a purchase:
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase
there are also three types of advertising theories:
- Means-end theory: this approach shows that an advertisement should contain a messages or meanings that leads the consumer with a finish condition.
- Leverage points: designed to move the consumer from understanding the use of the product to take the the benefits with their personal values.
- Verbal and Visual Images
Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyer's and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web pop ups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logo-jets"), in-flight advertisements on seat-back 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, the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. every place that is "identified" sponsor pays to deliver their message, through media and advertising.
Digital Advertising (television advertising and music in advertising):
TV commercial generally reputed the most effective mass-market advertising format. more controversially, virtual billboards could insert more into the background where things are never exists in real-life. those technique, particularly used by sports events on the television.
Infomercials:
Infomercials is a long format television commercial. usually the commercial last for 5 minutes or maybe more. the word "infomercial" bundle up the words "information" and "commercial". the main objective in infomercial is to create an impetus of procurement. so that the consumer could sees the presentation and buy the product through toll-free telephone number or even website. Infomercial describe display, and sometimes demonstrate the products and their features. and commonly have testimonials from consumers and industry professionals. i have seen some commercials that used the this theory, for example a product called happy call. happy call is a double pan, i have seen this commercial everywhere inside the television, and the commercial also last for more than 5 minutes because they also give the explanation on how to use this new double pan product, and it actually works, a lot of people now uses this double pan (happy call) as their weapon inside their kitchen.
Radio Advertising:
Radio Advertising is a form of advertising through "radio". Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Radio is an expanding medium that can be found not only on air, but also online. Radio is an expanding medium that can be found not only on air, but also online. I've heard some commercials from the Radio. there are lots of commercials on radio. for example, Gunadarma University also put a commercial on the radio. I've heard it for a few times.
Online Advertising:
Online advertising it's a form of promotion that uses the Internet and world wide web in purposing of delivering marketing messages and of course to attract more costumers. Online advertising are delivered by the advertising server. Example of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Press Advertising:
Press advertising describes advertising in a printed media, such as, newspaper, magazine, and lots of more. it covers everything from the media with a very large readership base such as, national newspaper or magazine. to be more specific such as local newspaper and trade journals on specialized topics. Another form of press advertising is the Display Advertising, which is a larger advertising (can include art) that typically run in an article section of a newspaper. As you know there are lots of examples of press Advertising, you can see it from the magazines, or even the newspaper. here are the examples that i took from the newspaper that i found inside my house:
this is a motorcycle commercial, called ZIP.
this is a bank commercial, BRI.
this is a computer commercial, ASUS.
this is a car commercial, SIRION.
Billboard Advertising:
Billboard is a large structure that are located in public places. displayed in places where motorist and pedestrians used to pass by. Most often, they usually located in main roads. However, they could be located in any places. Such as, mass transit vehicles and in stations, or maybe shopping malls, even office buildings and stadiums. I think this kind of advertisement is really eye-catching. somehow people will see it even though they might think it's unimportant for them to see, because at least that's what i felt sometimes, looking at billboards advertising that sometimes i don't know why i have to see or even sometimes read the words that are inside the billboards. At least sometimes people might memorize the names or the pictures of the product. and it's a good thing for people who usually make billboards advertising as their pole, or norm of the road. here are some examples of billboards advertising:
Coffee cup advertising:
coffee cup advertising is an advertisement placed upon a coffee cup that is distributed out of an office, cafe, or drive through coffee shop. this form of advertising was first popularized in Australia and has begun in the USA, India even parts of the Middle East. i think this kind of advertising is not really popular in Indonesia (i guess) some of coffee shops or coffee products use this type of advertisement. such as, Starbucks coffee, nescafe and lots of more. in my own opinion, i think this coffee cup advertising is really unique, here is one of the example of coffee cup advertising:
Celebrity branding:
this type of advertising focuses on using the celebrity power, fame, money, and popularity. To gain recognition for their product and promote specific stores or products. Advertisers often advertise their product. For example, when a celebrity share their favorite product or wear clothes by specific brands or designers.
The use of celebrity is to endorse a brand that have it's downsides. however, celebrity can also be detrimental to public and of course to the brand. For example, you guys are familiar with this great football player from Manchester United called Wayne Rooney right? Nike made a new product, a shoes for playing football. Nike took Wayne Rooney as the icon of that Nike new football shoes product. Nike wanted him to wore that shoes on the match, so Rooney wore that shoes when he had a practice. i don't really exactly know what happen but some people told me that Rooney got slipped when he wore that shoes and finally got himself a terrible injury, after what happened on that day, no one actually wanted to buy the shoes.
this type of Advertising is really useful and it actually works. I've seen lots of people wanting to buy a product because their favorite idol also wears the product. Usually this type of advertising is on the television. here are some examples of celebrity branding:
In my own opinion, every types of advertising have their own weaknesses and strengths. These advertisements will always be evolve into something better, into something different. people that works at the advertising soon will come up with more ideas. which is great for the Advertisement in the future. Technology will rapidly grow fast, and so as the Advertisement, they depend on each other. when technology increasingly advanced Advertisement will also be evolve. I hope this article is useful for all the readers. Thank you.
Sincerely, Nabiya Rizki Meida.
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