What exactly is advertising?
In its simplest terms, Advertising:
1. Identifies a current problem / opportunity for the product, service or corporate brand
2. Identifies the customers who can best solve / create that problem / opportunity
3. Creates the most relevant and distinctive way of communicating to them in creative & media terms
Traditional views of advertising included:
“Advertising is any paid-for communication overtly intended to inform and/or influence one or more people.”
Jeremy Bullmore, Director, WPP
“Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.”
Leo Burnett
“I do not regard advertising as entertainment or an art form, but as a medium of information.”
David Ogilvy
Increasingly, though, definitions of advertising have had to take on board new communications opportunities. The explosion of media channel opportunities, and digital and web 2.0 technology in particular, have made the advertising environment much more complex.
Different media channels and different communications opportunities require different approaches.
Now agencies use a variety of different models of communication:
- persuasion
- engagement
- participation
- facilitation
- conversation
In its simplest terms, Advertising:
1. Identifies a current problem / opportunity for the product, service or corporate brand
2. Identifies the customers who can best solve / create that problem / opportunity
3. Creates the most relevant and distinctive way of communicating to them in creative & media terms
Traditional views of advertising included:
“Advertising is any paid-for communication overtly intended to inform and/or influence one or more people.”
Jeremy Bullmore, Director, WPP
“Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it.”
Leo Burnett
“I do not regard advertising as entertainment or an art form, but as a medium of information.”
David Ogilvy
Increasingly, though, definitions of advertising have had to take on board new communications opportunities. The explosion of media channel opportunities, and digital and web 2.0 technology in particular, have made the advertising environment much more complex.
Different media channels and different communications opportunities require different approaches.
Now agencies use a variety of different models of communication:
- persuasion
- engagement
- participation
- facilitation
- conversation
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