Advertising – Feedback, Theory, and Application

Nancy B. Alston

This article is the most awaited that people are waiting for. Advertising strikes anywhere, there are many ways to be applied such as television, newspaper, and radio. Aside from tri-media it can be billboards that can be seen along the highways, internet ads which can be seen in the computer in order to be an instant transaction. The most important thing in advertising is how to promote the product?

Readers and viewers must know the background or feedback of advertising and why is it still exist till present? According to Norman Douglas, an English writer said that ” You can tell the ideals of a nation by its advertisements.” This saying still exist because it focus in a global society. They must take note that Advertising is a paid communication about goods, services, ideas or institutions through the mass media design to inform and/or influence one or more people in accordance with the intent of the advertiser and this meaning came from Isabelo T. Crisostomo’s book title “Advertising:Background, Theory and Practice”.

The next part will be theories applied in advertising. Readers and viewers must be serious about my article because it composed the contents of history, psychology, sociology, marketing, mass communication, and lastly in business field. Mass communication is an art because it deals with communication and there is a sign of development. According to Crisostomo, “Mass communication is the transmission of messages and information of messages and information to an undetermined number of people through any of the mass media.” This field is known as the channels of communication. In business, once you have an establishment, it is called advertising agency. This is an advertising triad to the community because it has something to relate with the advertiser, the advertising agency and the medium. According to the review article profile of Concepcion and Yumol, “Advertising agency is an independent organization which is established and operated for the purpose of counselling on creating, producing, and educate consumers on the availability products or services.” This meaning can help the level of professionalism in global society.

The last part of my article will be application because this will see the people how will show their credibility in an actual output. In my own opinion, to practice in advertising is a serious task. Only ten percent is the research output while the remaining ninety percent is the real job to be shown by the clients in order to be inspired as long as it shows creativity because that is the sign of an art work. The example for this is election campaign period. Once the candidate runs for designated position, they cannot win without an election materials and if in case they win the battle, it will create an economic waste. Readers and viewers must know that advertising cannot tell a lie because it tells the truth to the public. The people must know that what is the product or service they are catering?, what does the product means to the public? The position of the product will be based on the markers of which profile they monitor? what are the key benefits they can set it up? in markers, where does it based? The characters that product they will focus more on mechanics, language, not literally, reactions in order to know the clients reactions, different personalities, major differences, ethics whether ethical or unethical, communicate and understanding, what attracts to the customers, and the most important is top of their mind. What motivates people is in the field of Sociology, Psychology, History. People are not statistics because it will describe the person how accurate they are?

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