Medios publicitarios

REPUBLICA BOLIVARIANA DE VENEZUELA
MINISTERIO DEL PODER POPULAR PARA LA EDUCACION SUPERIOR
INSTITUTO UNIVERSITARIO “NUEVAS PROFESIONES”

Carrera: Publicidad
Semestre: IV
Materia: Ingles IV

ADVERTISING MEDIA


INTEGRANTES:
MARBELIS OCANTO: 18.492.063
ENDER MARTINEZ: 17.118.180


DEFINITIONS:

WHAT IS ADVERTISING?
Is a form of communication used to persuade an audience(viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper,magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages.
Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds ofconsumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
Modern advertising developed with the rise of mass production in the late 19th and early20th centuries.

DEFINITIONS OF ADVERTISING MEDIA ACCORDING TO SOME IMPORTANTS AUTHORS:

• The non-personal communication of information usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996)

• Impersonal; one way communication about a product or organization that is paid by a marketer. (Lamb,Hair & Mc.Daniel 2000)

• Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. (Kotler et al, 2006)
PUBLIC SERVICE ADVERTISING
The advertising techniques used to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues, such as HIV/AIDS, political ideology, energyconservation and deforestation.
Advertising, in its non-commercial guise, is a powerful educational tool capable of reaching and motivating large audiences. "Advertising justifies its existence when used in the public interest—it is much too powerful a tool to use solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy.
Public service advertising, non-commercial advertising,Public interest advertising, cause marketing, and social marketing are different terms for (or aspects of) the use of sophisticated advertising and marketing communications techniques (generally associated with commercial enterprise) on behalf of non-commercial, public interest issues and initiatives.
In the United States, the granting of television and radio licenses by the FCC is contingent uponthe station broadcasting a certain amount of public service advertising. To meet these requirements, many broadcast stations in America air the bulk of their required public service announcements during the late night or early morning when the smallest percentage of viewers are watching, leaving more day and prime time commercial slots available for high-paying advertisers.
Public serviceadvertising reached its height during World Wars I and II under the direction of more than one government. During WWII President Roosevelt commissioned the creation of The War Advertising Council (now known as the Ad Council) which is the nation's largest developer of PSA campaigns on behalf of government agencies and non-profit organizations, including the longest-running PSA campaign, Smokey Bear...