e-Moonlighting.co.uk
Marketing services for small and medium companies

Glossary of Terms - Advertising

Advertising can be defined as a control message conveyed to a target market through selected media. The media typically selected for advertising are newspapers (local, regional and national), magazines, television, radio, posters, billboards, the internet, buses and taxis. Selection of the correct media is crucial to the success of any advertising campaign and will usually be based on such socio-demographic factors such as age, sex, social class, geographic location, occupation, etc. For magazine advertising many titles cater for very specific groups of people and therefore it is possible to reach a very specific audience.

Advertising is usually but not exclusively paid for, examples of free advertising would be certain listing internet websites and directories which usually offer basic inclusion as a free option. Advertising is undertaken by a wide range of organisations such as commercial companies, non profit making groups like charities, the entertainment industry and the government.

The key elements to a successful advertising campaign are creating the correct communication message and selecting the correct media. Getting the communication message correct will usually involve developing a strong creative theme, good copywriting, clear layout and good, professional design.

Humour is often used in advertising campaigns to get the attention of the target market and can be the basis of a very successful creative theme when used correctly.

Media planning is also important in an advertising campaign. The media plan will set out which advertising media will be utilised and when. Advertising is typically an excellent means of raising the profile and awareness levels of a brand, product or service but other forms of marketing can be more effective when the objective is to directly obtain sales or customers.

All contents © 2007 Moonlighting (UK) Limited. All rights reserved. Technical Problems contact enquiries@e-Moonlighting.co.uk

Site Map - Glossary