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The difficulty of defining what advertising is and what it is not is compounded by the fact that frequently it is combined with other promotional elements. Examples include sales promotion where a competition or a money-off offer is not include in the advertisement, and direct marketing activities where a direct response coupon or telephone number is included.
As seems to be commonplace in the world of marketing, definitions abound. This is as true of advertising as it is of marketing itself. A reasonable definition of advertising should clearly distinguish it from other promotional elements... (although at the end of the day some would argues 'does it really matter'). It matters to the extent that confusion is avoided when talking and writing about it. If a manager asks for an advertising plan it should be just that and not a plan for the whole promotional mix.
Kotler et al. (1999) define advertising as:
Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Kotler, in previous works, has also identified that advertising uses the mass media.. Advertising's use of mass media is considered here to be an important dimension of advertising although it begs the question of what, nowadays, to include as mass media. We suggest the carriers of message, that it should include TV, Radio, cinema, press, posters,direct mail and the Internet.
Without some consideration of the media used for advertising, it could be confused with, say, an unmanned exhibition display which would meet criteria of the above definition but would not generally be considered as a form of advertising.
Wells et all. (1992) give the following definition which includes reference to the mass media:
Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.
Crosier (1999) highlights the important components of advertising in his definition. Advertising is:
Communication via a recognizable advertisement placed in a definable advertising medium, guaranteeing delivery of an unmodified message to a specified audience in return for an agreed rate for the space or time used.
(The term 'agreed rate' has been used here to replace Crosier's term 'published rate' as there is often a difference between the rates published by the media and the eventual agreed rate which is actually paid by advertiser after negotiation.)
The significance in Crosier's definition of guaranteeing delivery of an unmodified message in a recognizable advertisement for an agreed rate is the fundamental distinction between advertising and products placement and publicity. Product placement is the positioning of products in an editorial environment such as in a television program or cinema film (or possibly, in somebody else's advertising). Publicity is not guaranteed to run in the media and may be subject to alteration of the original message by the media owners. This would not be the case for advertising. Advertising, furthermore, is required to be clearly identifiable as such. In situation where an advertisement is deliberately made to look like a publicity item (i.e. it is made to look like editorial), it is required to carry a statement that it is an advertisement feature. This requirement is imposed by the voluntary codes of practice adopted in many countries.
Reference: Integrated Marketing Communication, David Pickton and Amanda Broderick.
The difficulty of defining what advertising is and what it is not is compounded by the fact that frequently it is combined with other promotional elements. Examples include sales promotion where a competition or a money-off offer is not include in the advertisement, and direct marketing activities where a direct response coupon or telephone number is included.
As seems to be commonplace in the world of marketing, definitions abound. This is as true of advertising as it is of marketing itself. A reasonable definition of advertising should clearly distinguish it from other promotional elements... (although at the end of the day some would argues 'does it really matter'). It matters to the extent that confusion is avoided when talking and writing about it. If a manager asks for an advertising plan it should be just that and not a plan for the whole promotional mix.
Kotler et al. (1999) define advertising as:
Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
Kotler, in previous works, has also identified that advertising uses the mass media.. Advertising's use of mass media is considered here to be an important dimension of advertising although it begs the question of what, nowadays, to include as mass media. We suggest the carriers of message, that it should include TV, Radio, cinema, press, posters,direct mail and the Internet.
Without some consideration of the media used for advertising, it could be confused with, say, an unmanned exhibition display which would meet criteria of the above definition but would not generally be considered as a form of advertising.
Wells et all. (1992) give the following definition which includes reference to the mass media:
Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.
Crosier (1999) highlights the important components of advertising in his definition. Advertising is:
Communication via a recognizable advertisement placed in a definable advertising medium, guaranteeing delivery of an unmodified message to a specified audience in return for an agreed rate for the space or time used.
(The term 'agreed rate' has been used here to replace Crosier's term 'published rate' as there is often a difference between the rates published by the media and the eventual agreed rate which is actually paid by advertiser after negotiation.)
The significance in Crosier's definition of guaranteeing delivery of an unmodified message in a recognizable advertisement for an agreed rate is the fundamental distinction between advertising and products placement and publicity. Product placement is the positioning of products in an editorial environment such as in a television program or cinema film (or possibly, in somebody else's advertising). Publicity is not guaranteed to run in the media and may be subject to alteration of the original message by the media owners. This would not be the case for advertising. Advertising, furthermore, is required to be clearly identifiable as such. In situation where an advertisement is deliberately made to look like a publicity item (i.e. it is made to look like editorial), it is required to carry a statement that it is an advertisement feature. This requirement is imposed by the voluntary codes of practice adopted in many countries.
Reference: Integrated Marketing Communication, David Pickton and Amanda Broderick.
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