The impact of new media on advertising/marketing

Advertising: Any paid from of non-personal presentation abnd promotion of ideas, goods or services through mass media such as newspapers, magazines, television by an identified sponsor.

Advertising is used by businesse and non proft organisations to communicate messages about themselves their products, services and causes.

It is used to inform, persuade and remind the audience.

eg ABSOLUTE VODKA. It is the 3rd largest international premium spirit in the world available in 125 markets. they first launched in 1979, absolute has achieved significant worldwide sales growth, from 10,000 nine-litre cases to 7.5 million litre cases in 2002.

MARKETING: has been running for more than 20 years and has followed a carefully developed strategy.

Before launching an advertising campaign, the organisation must make several key decisions, in terms of the objective, budget and stratergy.

Objective of advertising

Inform - seeks to tell the market about the product.
Persuade- to encourage the target audience to switch brands, make the purchase and create a pref in the market.

Factors which influence the settling of advertising competition:
the number of competitors in the market, and thier expenditure on advertising competing products , will influence a business to spend to a similar or gigher degree.

Product diffrentiation: A product very similar to other products on the market may require greater expenditure,

Advertising message
No matter how much money is spent, no matter what media is used , will only be successful if the message appeals to the target audience. marketing proffesioaks are required to be creative, imaginative and innovative in developing the advertising message.
How they advertise

personality symbol; many businesses will use a character be it an actual person or animated character to represent the product or company

lifestyle: the advert will link the product with a particular lifestyle to which the target audience is thought to aspire. eg. oxo is used the "oxo family2 gathering around the kitchen table to eat their meal.

Musical: tunes can stick in the mind and may adverts are built around a song or piece of music.

It is said that the best planned and executed advertisiement may only be noticed by less than 50% of the audience, 30 % wil actually recall the main message of the advert.