UNIVERSITY OF ZULULAND Department of Communication Science MARKETING AND ADVERTISING ACOM321/121/172 19 th April 2010

1. UNIVERSITY OF ZULULANDDepartment of Communication Science MARKETING AND ADVERTISING ACOM321/121/172 19th April 2010

2. COMMUNICATION • the process of conveying information from a sender to a receiver, • Communication requires that all parties understand a common language, • It is the transaction [Trans + action] of information for a better understanding, • It’s a process that involves exchange of information, thoughts, ideas and emotions, • communication channel, encodes, decodes

3. Broad definition of communication • verbal communication (written and oral communication) and non-verbal communication (body language, facial expressions and eye contact, and visual diagrams or pictures used for communication), • Verbal communication (written communication, e.g. emails or snail mail) is further divided into written and oral communication (face-to-face communication), • Non-verbal communication includes the overall body language: body posture, the hand gestures,

4. VISUAL COMMUNICATION • as the name suggests is the communication through visual aid, • It conveys information in forms that can be read or looked upon.

5. Advertising: Characteristics of effective ads • On two levels: satisfy consumers’ objectives by engaging them and delivering a relevant message. And the ads must achieve the advertiser’s objectives, • A customer may watch an advert for entertainment value or satisfy her curiosity, The advertiser’s objectives • gain their attention, • change purchasing behaviour, • An advert should also create a sense of humor, • Humor will satisfy the viewer’s curiosity and need for entertainment.

6. Three broad dimensions characterize effective advertising • Strategy: specific objectives, certain audience, audience’s most important concerns, and runs it in media (print, broadcast, or the Internet, • Creativity: creative concept is the ad’s central idea, • the buying and placing of ads in the media require creative thinking • execution: FINALLY, photography, setting, printing, and the production values have all been fine-tuned!

7. Advertising Objectives • An advertising objective is a specific communication task to be achieved with a specific target audience during a specified period of time. • (a) To inform - e.g. tell customers about a new product • (b) To persuade - e.g. encourage customers to switch to a different brand • (c) To remind - e.g. remind buyers where to find a product, • The traditional conceptual model for creating any advertising or marketing communications message is the AIDA Model: get Attention, hold Interest, arouse Desire, and then obtain Action.

8. AIDA Model

9. Principles of good brand advertising: • It is customer-oriented • It concentrates on one selling idea • It presents a unique and competitive idea • It involves the consumer • It is credible and sincere • It is simple, clear and complete • It clearly associates the selling idea with the brand name • It takes full advantage of the medium • It makes the sale