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Unit1TheDimensionsofAdvertising广告概述TextAdvertisingisanyofvariousmethodsusedbyacompanytoincreasethesalesofitsproductsorservicesortopromoteabrandname.Advertisingisalsousedbyorganizationsorindividualstocommunicateanideaorimage,torecruitstaff,topublicizeanevent,ortolocateanitemorcommodity.Productadvertisingcanbeseenbyeconomistsaseitherbeneficial(sinceitprovidesinformationaboutaproductandsobringsthemarketclosertoastateofperfectcompetition)orasahindrancetoperfectcompetition,sinceitattemptstomakeimaginarydistinctions(suchasgreatersexappeal)betweenmoreorlesssimilarproducts.Specializedadvertisingagenciesoftenhandletheadvertisingofacompany’sproducts,services,orcorporatebrand,althoughsomeaspectsmaybedealtwithwithinthecompany(in-house).Therearetwobasictypesofadvertising,informativeadvertisingandpersuasiveadvertising.Theeffectivenessofadvertisingishardtomeasure.Marketingdepartments,whichoftentakeresponsibilityforacompany’sadvertisingbudget,cantrytomeasurethesuccessoftheircompany’sadvertisingthroughmarketresearch.Advertisersuseavarietyofmediasuchasnewspapersandmagazines,televisionandradio,andposters.Innewspapersandmagazines,classifiedadvertisementsaresmalladvertisementsofonlyafewlinesofprintwithoutanyillustration.Theyareoftenusedbyindividualsorsmallcompanies.Displayadvertisementsarelargeradvertisements,usuallyinboxes,whichoftencarryamixtureofpicturesandwords.Largercompaniesoftenemployadvertisingagenciestodeviseanadvertisingcampaign.Theagencywillusuallyundertakemarketresearchinpreparationforthedesignoftheadvertisementstobeusedinthecampaign.Itwillthenbookspaceandtimeontelevision,innewspapers,andsoonfortheadvertisements.Notalladvertisementsareaimedatallpeople.Toensurethattheiradvertisementswillappealtothosemostsuitedtotheirproduct;advertisersensurethattheyhaveatargetaudienceinmindwhentheydesigntheircampaign.Peoplehavebeengenerallydividedintodifferentpartsofmanytargetaudiences,rangingfromwealthyprofessionalstostudents,theretiredandtheunemployed.Thismeansthatanadvertisercantailortheirappealaccordingtothesocio-economicbackgroundoftheirtargetaudience.AdditionalreadingTheadvertisingcommunicationmodeliscreatedtomakeusunderstandmoreabouttheadvertisingcommunicationprocess.Thisprocessstartswhenoneparty,calledthesource,generatesathought,thenencodesitasamessage,andsendsitthroughsomechanneltoanotherparty,calledthereceiver.Thereceivermustdecodethemessageinordertounderstandit.Afterwards,thereceiverrespondstotheoriginalmessagebyencodingthenewideaandsendsanewmessagebackviaachannel,oramedium.Thatnewmessagerepresentsfeedback,whichaffectsontheencodingstageofthenewmessagebythesource.Letuslookatsomeimportantfactorsonebyone.Sourcedimensions:Inadvertising,therearethreekindsofpersonwhoareconsideredthesources.Firstly,itisthesponsorortheonewhopaysforthead.Eventhoughthesponsorspayfortheadvertising,thesponsorsdonotproducethemessagebythemselves.Itisthejoboftheauthorortheoneswhoareresponsibleindesigningthemessages,whichcouldactuallybeacopywriter,anartdirectorormostlyagroupofadvertisingagency.Thesepeopleareconsideredoutsidethetextofthemessage.However,theauthorhimselfdoesnotconveythemessagestotheaudiencesbutthepersonawhoiswithinthetextofthemessage.Thepersonaisthespokesperson,eitherrealorimagined,whousuallygivesvoiceandappearsintheadvertising.Mostofthepersonasarecelebrities,astheyhavetheabilitytoattractconsumers.Asaresult,totheconsumer,theonewhoisthesourceoftheinformationisthepersona.Messagedimensions:Messagesthatarecommunicatedintheadvertisingarevariousintermsoftypes.Therearethreemaintypesincludedhereinmessagedimensions.Autobiographicalmessagesarethoseof“I”tellastoryto“you”.Forinstance,in“DoveShampoo”advertising,thewomanasthepersona(source)tellstheimaginaryaudiences(consumers)aboutherpersonalexperienceinusing“DoveShampoo”.Onthecontrary,innarrativemessagesathird-persontellsastoryabouttheotherstoanimaginedaudience.Inaddition,thelasttypeofmessageisdrama,inwhichthecharactersactouteventsdirectlyinfrontofanimaginedaudience.Forexample,theadvertisingifthe“Detergent”,inwhichthesontriestowashthedirtyspotsoutofhisschooluniform,asheisafraidbeingpunishedbyhismother.AndbecauseoftheeffectivenessoftheDetergent,thespothasalreadyfadedoutwhenhismothercheckshisuniform.Receiverdimensions:Inadvertising,thereceiversaremultidimensionalaswell.Firstly,thereisanimpliedconsumer.Impliedconsumersarethoseparticulargroupsofpeopleimaginedbytheadvertiserstobetheaudiencesoftheparticularadvertising.Thesecondkindofreceiverissponsorialconsumers.Thesponsorialconsumersarethegatekeepersorthosewhodecideiftheadwillberunornot.Thus,thefirsttaskoftheadvertisingistopersuadethesponsorbeforetherealcustomers.Lastly,thereareactualconsumersoraudiencesintherealworld.Inotherwords,actualconsumersarepeoplewhoreallywatchtheadvertising.Peoplelikeallofuswhoareconsumingadvertisingineverydaylivesareconsideredactualconsumers.Feedbackisimportantintheadvertisingcommunicationmodelbecauseitverifiesthatthemessagewasreceivedandunderstood.Feedbackcantakemanyformsincluding,butnotlimitedto,redeemedcoupons,telephoneinquiries,