LO1- Advertising an Introduction

 What is an advert?

Advertising is a marketing communication that employs an openly sponsored, non-personal messages to promote or sell a product, service or idea to their audience(s). Sponsors of advertising are typically businesses wishing to promote their products or services.

What is an advertising campaign 

An  advertising campaign is a series of advertisement messages that share a single idea and mean to make a combined marketing communication across. A Marketing campaign usually revolves around a single message to achieve a particular goal. For example, a company may create an advertising campaign to meet one of their business objectives: To create brand awareness for a new product, for example.

What different mediums can adverts appear in?

The different mediums that adverts can appear in are: 

• Press Advertising or Print Media
• Outdoor Advertising
• Film Advertising
• Radio Advertising
• Television Advertising
• Direct Mail Advertising
• Internet Advertising

What are the main purposes of an advert

Advertising has three primary objectives being to: inform, persuade and to remind. Advertising attempts to create awareness of brands, products, services and ideas. it announces new products and programs and can educate people about the attributes and benefits of new or establishes upcoming projects. The goal of create an advert is to influence customers to take action and switch brands, try a new product, or remain loyal to a current brand.

Duracell Bunny Ad 2003

In this advertisement, the advert showcases their long lasting batteries lifetime compared to a regular battery. In this advert, they use two mascot bunnies- they use their mascot to get their point across as this is a fun and enjoyable way to get a point across, more people would pay attention to a short, but colorful and energetic advert than a long and informative one as this advert keeps their attention and also gets a point across. In Duracell's case, they use their mascot to show how faster their batteries are. They show this by having their bunny mascots with their batteries  go against a battery from another brand in a race. The Bunnies race- whilst the Duracell bunny wins the race by a landslide it took three of the bunnies from the other brands to be able to keep up with their batteries. In conclusion, their point is to advertise that their batteries last 3x longer than 'Eveready Super Heavy Duty' batteries (a competing brand.)

They use their mascot to get their point across in modern Duracell adverts as it may revive  nostalgia among consumers as they may remember the mascot. They are also cheap to produce and are memorable amongst consumers and it allows for connecting with consumers through stories about old advertisements and the history of the brand.