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Unveiling Advertising: Persuasive Communication in the Age of Media Convergence

Discover the key characteristics and wide scope of advertising, from structured messages to tailored content for various products and services. In today's competitive landscape, differentiation and audience engagement are paramount.

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Unveiling Advertising: Persuasive Communication in the Age of Media Convergence

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Presentation Transcript

  1. Answering the “What is” Question MKT 3850 Dr. Don Roy

  2. What is Advertising? “The structured and composed communication of information usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media.” • Arens, Weingold, and Shafer

  3. Key Characteristics of Advertising Structured Sender controls message Paid Sender buys time/space Targeted Message Tailored for Specific group Medium Delivery channel needed

  4. What is Advertised? Products Services Experiences Institutions Locations

  5. The Age of Media Convergence

  6. Course Themes • Competition is intense • Among businesses • For customers’ attention • Need for differentiation is greater than ever • More difficult to reach and engage audiences than ever • What do we do?

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