What is the publicity
Advertising It is a type of commercial communication for the presentation, promotion and dissemination of products or services.. It is a branch of marketing.
Advertising is disseminated through commercial advertisements through the media (traditional or non-traditional). The objective is to inform and persuade the viewing public to carry out a consumer action, that is, buy or acquire something.
Advertising is done through advertising campaigns, which are a set of strategic actions and communications that are carried out with the intention of drawing the attention of a certain audience to a certain product or service. Said recipient is also called the target audience or target.
Advertising campaigns are carried out with different goals:
increase the consumption of a certain product, insert a brand or product into the market, position the image of a brand, generate memory in the mind of the consumer of a brand, etc.
Advertising can use different techniques advertising to increase the effectiveness of your communication and achieve purchasing action. From appealing to the emotions of the public, relying on testimonies or demonstrations, using dramatizations of everyday situations, among others.
With these techniques, advertising seeks to awaken the desire, interest or fascination of potential consumers for a product or service.
Today, advertising is a discipline that draws on many other areas of knowledge to understand the best way to communicate an advertising message, reach an audience and measure the results obtained.
Some of these disciplines are social communication, psychology, sociology, anthropology, statistics or economics,
Because the objectives of advertising are eminently commercial, it differs in an important way from propaganda, which pursues political, religious or social objectives in its communications.
Difference between advertising and propaganda
Advertising and propaganda are different things, although they share some characteristics.
Both advertising and propaganda present, promote and disseminate a message to the viewing public with the aim of attracting their attention. They seek to persuade him, produce a change in his behavior or lead him to carry out an action.
The difference between propaganda and advertising is that the advertising has a commercial purpose: present a product or service to us to generate a consumer action. Instead, the propaganda seeks to convey ideas or opinions to uswhether they are political, religious, philosophical or social, non-profit.
Thus, while advertising has a commercial objective, propaganda has a basically moral objective.
Examples of advertisements are those that promote environmental education, the fight against drugs or racial discrimination, but also a political campaign. They are, therefore, messages that seek to disseminate information, raise awareness, persuade or modify behavior without seeking profit.
Subliminal publicity
Subliminal advertising includes a type of advertising of a sound, visual or audiovisual nature, which contains non-explicit messages or messages that are not consciously perceived by people. The purpose is to create stimuli and influence the behavior of the public to generate a consumer action.
In theory, subliminal advertising aims to manipulate people’s subconscious without them realizing it. To do this, techniques such as hidden images, visual illusions, double meanings, ultra-frequency emissions, etc. are used.
However, the extent to which these persuasion methods are commercially effective has not been demonstrated.
Misleading advertising
Misleading advertising is one in which an advertisement implies a message contrary to the actual performance of the product or service marketed.
It is a type of dishonest advertising, since its communication aims to mislead its recipients. It tends to silence or ignore some fundamental aspects of the product or service that could influence the final purchase decision.
ATL Advertising
ATL advertising derives from the acronym above the line, which in English means ‘above the line’. It is the type of commercial communication that uses traditional mass media, such as television, radio, press, cinema or outdoor advertising.
The objective is to promote and disseminate a product, good or service, and reach a wide audience with greater impact and resonance. It is a type of advertising for mass consumption products or in search of construction or positioning of a brand.
BTL Advertising
BTL advertising comes from the acronym of below the linewhich in English means ‘below the line’.
It is a type of non-mass advertising communication, also known as guerrilla marketing. It uses ingenuity, creativity and a sense of opportunity to promote and disseminate a product, good or service, through alternative channels to traditional ones.
It establishes direct contact with the target audience (the communication is aimed at its specific segment).
Employ strategies such as telemarketing, direct mail, public relations, point of sale, merchandising, sponsorship, product placementdirect sales, internet ads and social networks.
BTL advertising generates a greater impact and allows obtaining immediate feedback and specific data on the effectiveness of the advertising campaign to measure the results.
Digital advertising
Digital advertising is also known as internet advertising or online advertising. It is one that uses digital platforms, whether in web or mobile format, to promote and market a product, good or service, and generate a consumer action in the public.
Digital advertising uses all the resources at your disposal on the Internet. Websites, bannerssocial networks, blogs, email, videos, webinars or video conferences, podcastSMS messaging, among others.
Currently, the placement of advertising on the Internet uses systems such as Google Ads or Facebook Ads, which identify the interests of users to, based on that criterion, display the advertisements.
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