Advertising

What is the publicity

Advertising is a type of commercial communication for the presentation, promotion and dissemination of products or services. It is a branch of marketing.

Advertising is disseminated through commercial advertisements through the media (traditional or non-traditional), with the aim of informing and persuading the viewer public to carry out a consumer action, that is, to buy or acquire something.

Advertising is done through advertising campaigns, which are a set of actions, strategies and communications that are carried out with the intention of attracting the attention of a certain audience (also called target audience or target) about a certain product or service.

Advertising campaigns are carried out with different objectives: increase the consumption of a certain product, insert a brand or product in the market, position or reposition the image of a brand, generate recall in the mind of the consumer of a brand, etc.

Advertising, to increase the effectiveness of your communication and achieve the purchase action, you can use different advertising techniques: appeal to the emotions of the public, rely on testimonies or demonstrations, use dramatizations of everyday situations, among others.

With these techniques, advertising only seeks to awaken the desire, interest or fascination of potential consumers for a product or service.

Today, advertising is a discipline that feeds on many other areas of knowledge, such as social communication, psychology, sociology, anthropology, statistics or economics to understand the best way to communicate an advertising message, reach to an audience and measure the results obtained.

Because the objectives of advertising are eminently commercial, it differs in an important way from propaganda, which pursues political, religious or social objectives in its communications.

See also Marketing.

Difference between advertising and propaganda

Advertising and propaganda are different things, although they share some characteristics.

For example, both advertising and propaganda present, promote and disseminate a message to the spectating public with the aim of attracting their attention, persuading them, producing a change in their behavior or leading them to carry out an action.

The difference between propaganda and advertising is that advertising has a commercial purpose: to present us a product or service to generate a consumer action. Instead, propaganda seeks to convey ideas or opinions to us, be they political, religious, philosophical or social, without profit.

Thus, while advertising has a commercial purpose, propaganda has a basically moral purpose.

Examples of advertisements are those that promote environmental education, the fight against drugs or racial discrimination, but also a political campaign. They are, therefore, messages that seek to disseminate information, raise awareness, persuade or modify behaviors without seeking profit.

Subliminal publicity

Subliminal advertising comprises a type of sound, visual or audiovisual advertising that contains messages that are not explicit or that are not consciously perceived by people, in order to create stimuli and influence the behavior of the public to generate an action of consumption.

In theory, subliminal advertising aims to manipulate people's subconscious without their realizing it. To do this, it uses techniques such as hidden images, visual illusions, double meaning, ultra-frequency emissions, etc.

However, the extent to which these persuasion methods are commercially effective has not been demonstrated.

Misleading advertising

Misleading advertising is one in which an advertisement implies a message contrary to the actual performance of the product or service being marketed.

In this sense, it is a type of dishonest advertising, since its communication aims to mislead its recipients, or to silence or obviate some fundamental aspects of the product or service that could influence the final purchase decision.

See also Misleading advertising.

ATL Advertising

ATL advertising (acronym for above the line, which in English means 'above the line') is the type of commercial communication that uses traditional mass media, such as television, radio, the press, cinema or outdoor advertising, to promote and disseminate a product, either service, and reach a broad audience with greater impact and resonance.

It is a type of advertising for mass consumer products or in search of building or brand positioning.

BTL Advertising

BTL advertising (acronym for below the line, which in English translates 'below the line') is a type of non-mass advertising communication, also known as guerrilla marketing, which uses ingenuity, creativity and a sense of opportunity to promote and spread a product, well or service, through alternative channels to the traditional ones.

In this sense, it proposes direct contact with the target audience (the communication is directed to its specific segment) and employs strategies such as telemarketing, direct mail, public relations, point of sale, merchandising, sponsorship, product placement, direct sales, as well as advertisements on the internet and social networks.

BTL advertising generates a greater impact, reaction and response from the target audience, and also allows to obtain immediate feedback and concrete data on the effectiveness of the advertising campaign for the measurement of results.

Digital advertising

Digital advertising, internet advertising or online advertising, is one that uses digital platforms, whether in web or mobile format, to promote and market a product, good or service, and generate a consumer action in the public.

Digital advertising uses all the resources available to it on the internet, such as web pages, banners, social networks, blogs, email, videos, webinars or video conferences, podcastings, SMS messaging, among others.

Currently, the placement of advertising on the internet uses systems such as Google Ads or Facebook Ads, which identify the interests of users to, under that criterion, display the ads.

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