The New Trends in the Field of Advertising

7/21/2019 The New Trends in the Field of Advertising

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Commnication and addvertising:

Commnication process : In general, communication is how people exchangemeaningful information. Models that reflect how communication occurs often include theelements shown below:

http://www.knowthis.com/principles-of-marketing-tutorials/promotion-decisions/the-

communication-process/

For communication to occur there must be at least two participants:

Message Source The source of communication is the party intending to

convey information to another party. The message source can be an

individual (e.g. salesperson! or an organi"ation (e.g. through

advertising!. #n order to convey a message the source must engage in

message encoding which involves mental and physical processes

necessary to construct a message in order to reach a desired goal (i.e.

convey meaningful information!. This undertaking consists of using

sensory stimuli such as visuals (e.g. words symbols images! sounds

(e.g. spoken word! and scents (e.g. fragrance! to convey a message.

Message $eceiver % The receiver of communication is the intended

target of a message source&s e'orts. or a message to be understood

the receiver must decode the message by undertaking mental and

physical processes necessary to give meaning to the message. )learly
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a message can only be decoded if the receiver is actually e*posed to

the message.

)ommunication takes place in the form of a message that is e*changed

between a source and receiver. + message can be shaped using one or acombination of sensory stimuli that work together to convey meaning that

meets the ob,ectives of the sender. The sender uses a transmission medium

to send the message. #n marketing the medium may include the use of

di'erent media outlets (e.g. #nternet television radio print! promotion-only

outlets (e.g. postal mail billboards! and person-to-person contact (e.g.

salespeople!.

+dditionally communication can be improved if there is a two-way ow of

information in the form of a feedback channel. This occurs if the message

receiver is able to respond often uickly to the message source. #n this way

the original message receiver now becomes the message source and the

communication process begins again.

COMMNICATION AND ADDVERTISNG :

+ddvertising is the rst and formost process of commincation.the process of

getting an idea from one person to another is e*tremaly comple*.

)ommnication in addvertising occur in circular route between source and

audience. The addvertiser that genrates the idea is the source of the

commincation the idea to be commnicated is the message and the sourceencodes that message translating it into signals words or images that can

be understood by the audience. The person receive the encoded message

and the medium carry the encoded message to the audience. The audience

paly a vital role in the comminaction process because when people receive

the message they must interpert the meaning by a process called

decoding(bovee and thill0112! date accssed 34 ,une3505

+ddvertising in paksitani conte*t: +dvertising is an institution which

interprets the want-satisfying ualities of products services and ideas in

terms of the wants and needs of consumers. The participants of advertisingcommunication are a copywriter and an audience. The rst category is

usually represented by an advertising agency where a group of people

works on the production of a certain message on behalf of the advertiser.

6ehind the second category also stand a group people or audience who

usually by chance are e*posed to advertising from di'erent sources.


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The most important distinction of medium is between speech and writing.

7owever under this heading such types of media as television radio print

can be specied. urthermore print advertising can be presented in form of

newspaper messages billboards special advertising brochures etc. 8ach

type has its own advantages available facilities and aws.

9ow during an advertisement communication model the adviser gives his

idea to the advertising agency. #n the encoding phase advertising agency

uses the media mi* to create an ad. hen the message is delivered then

target audience gets the idea understands it and give feedback. Therefore

di'erent strategies are used by the advertising agencies to make the

communication process e'ective. or e*ample through the applicationof

appealing music in the video etc

New trends in addvertising:+ddvertising is the paid nonpersonal comminication of information about the

products or ideas by an identied sponsor through mass madia an e'ort to

persuade or inuence bahviour. +ddvertising comminicate information about

the products or ideas (bovee and thill0112!

There are three goals of advertising. These goals are to:Inform

Persuade

and Remind.

;ooking into the history of advertising sellers had been using di'erent

communication media to inform buyers about their products and services.

8ven in the ruins of ancient +rabia and 8gypt commercial messages and

political campaign messages have been found. all or $ock painting for


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commercial advertising can be traced back to #ndian rock art painting that

date back to


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Shealth addvertising:Marketers are moving away from the traditional use

of celebrities as product hucksters since a cynical public no longer believes

that celebrities actually use the products they endorse in commercials. The

trend now is to brand celebrities with specic merchandise by having them

use or wear products in public appearances or promote them in media

interviews@without making it clear that the celebrities are paid

spokespeople.(mediaawareness.com! date accssed 34th,une3505

The trend of stealth advertising is more visible in estern countries. There

are two main reasons for the increase of this type of advertising are:

#t is more e'ective in a sense that the public are more convinced bythe superiority of the product as compared to its competitors when itsees a high prole celebrity using the brand.

The invention of AB$s has allowed the viewers to skip adverts is seenas one of their biggest benet of this device and thus the advertisershave to nd other ways to promote their product and the stealthadvertising is the best way to do it.

#n >akistan this trend has been used for a long time in )ricket where players

have mainly used bats of a specic company to promote it. The famous C)+D

bats used by #n"imam-ul-7a or the bats of C+hsan SportsD used by aseem

+kram can be regarded as stealth advertisement whereby these players

advertised the respective companies of sports goods.

Sorce( middlepag.com! shealth ads )+ bat 6E in"imam


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Tergated addvertising:Targeted ads are a form of #nternet marketing.

Fsing sophisticated data collecting technologies eb sites can combine a

userGs personal information with surng preferences to create ads that are

specically tailored for that user.

Digital advertising:by using computer technology to add products to scenes

that were never there to begin with. This practice is common in sporting

events coverage where ads are digitally inserted onto the billboards

sideboards and playing surfaces in arenas and stadiums. while digital ads are

mainly used in sports coverage virtual advertising is starting to break into

the entertainment world as producers digitally insert products into TB scenes

after the scenes are shot.

Surce( mediaawarness.com)

nline internet addvertising:many companies are now using online

addvertisng it&s a form of 6T; techniues that use world wide web in order to

deliver the important messages regarding products or services to the

customer and the customer are also attrracted from this addvertisng. #ts

e'eictve media marketers are now more focusing on this media .

in pakistan this medium is used by di'erent organi"ation to commincate

their message and also by using this media they can reached to terget

audience. the social media such as acbook and Twitter are famouse in

paksitan and most of teens are using the social network now day" telecom

industries ufonemoobili #n >eshawar #)MS has used internet advertising on

yahoo apnasp. com and funma""a.com etc


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,aa" ads on facebook sorce facebook.com

in game addvertising:This type of advertising is getting popular all over

the world and it targets mostly young people. #t refers to the use of computer

and video games as a medium in which to deliver advertising. Many

international companies advertise their products through this type ofadvertising to promote its products and increase its sales

Source (wiiki.com !+n adidas billboard is displayed in the foreground of the 011eople actually wait for a Ffone adespecially the ending as each ad ends in a slightly di'erent and humorousway. Something that >akistanis en,oy watching thoroughly.

The $am"an ads were also uite fun to watch with 9aveen as the modeleverybody loved watching the ad. The Ffone ad stood apart from the rest ofthe ads promoting bachat o'ers in their own ways again leaving its mark.

+nd then who can forget the CSab Se Sasti )allD +d of Ffone. >eople lovedthe ,ingle and the way the entire ad was made. +nd the inspiration as wellwhich is pretty good too ,ust in case anybody hasn&t seen it before. #t is veryrare to nd good local adaptations of international ideas but then again it alldepends on how one picks the ideas and adapts them to their reuirementlocally which was done in a decent manner in the Ffone ad.

( >ropakistan.com and pakmediablog.net! date accssed 34,une3505


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Source sickplaylist.com

#n this add there is good background music in this add there is a story of boyand girl when the add starts hello salma its me faisal he said to girl now #can call you any time beacause # have ufone connection and its charges arehalf and low your call is free and then he laugh oyy line rent bhi nahe haiheheh and he was ,umping with ower he was astonished when he heard

the voice she was the mother of salama and he said ohh soory wrongnumber so this add is fulll of fun and humer but also ufone comminacte theirmessage that it have low charges as comapre to other networks so theycommincate their message in humerious way and also promote their produc

The another add which is about the ufone connection . in this add adeelhasmi play the role of doctor and mehreen play the role pf patient somahreen compalin to doctor that my cell is not working and # canot listen ortak onmy cell the doctor replay that dude there is problem with yourconnection not your cell and he said that you should buy ufone or change thesim into ufone by dilaling specic number which is 5HH 03HP03HP . so in this

add at the end doctor said to faisal ureshi what ur problemN 7e said sir #have no problem # want a new connection of ufone


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Source (Slackmediaplaylist.com!


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The New Trends in the Field of Advertising

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