ADVERTISING (ˈædvəˌtaɪzɪŋ) in business is a form of marketing communication used to encourage, persuade, or manipulate an audience(viewers,
readers or listeners; sometimes a specific group) to take or continue to take
some action. Most commonly, the desired result is to drive consumer behavior
with respect to a commercial offering, although political and ideological
advertising is also common. This type of work belongs to a category called affective labor.
In Latin, ad
vertere means "to turn toward".[1] The
purpose of advertising may also be to reassure employees or shareholders that a
company is viable or successful. Advertising messages are usually paid for by sponsors and
viewed via various old
media; including mass media such as
newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct
mail; or new
media such
as blogs, websites or text messages.
Commercial
advertisers often seek to generate increased consumption of
their products or services through
"branding", which involves associating a product name or image with
certain qualities in the minds of consumers. Non-commercial advertisers
who spend money to advertise items other than a consumer product or service
include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of persuasion,
such as a public service announcement (PSA).
Modern advertising
was created with the innovative techniques introduced with tobacco advertising in
the 1920s, most significantly with the campaigns of Edward
Bernays, which is often considered the
founder of modern, Madison
Avenue advertising.[2][3][4]
In 2010, spending
on advertising was estimated at $143 billion in the United States and $467
billion worldwide[5]
Internationally,
the largest ("big four") advertising conglomerates are Interpublic, Omnicom, Publicis,
and WPP.[6]
THE HISTORY OF PUBLIC SERVICE
ADVERTISMENT IN THE WORLD
·
Public service announcements officially introduced
first time in the United States in 1942, when it formed The Advertising Council
(Ad Council). At the time of the Second World war encourage communication
experts who use their talents and abilities to win World War II. Council of the
United States at the time the ad was set by the American Association of
Advertising Agency (4A), of the national Association: Advertisers (ANA),
Magazine Publisers Associations (MPA), Newspaper Advertising Bureau (NAB), and
the Outdoor Advertising Association (OAA).
ADVERTISING'S HISTORY
IN
INDONESIA
• In 1968, Intervista ad agency became the first advertising
agency that pioneered the manufacture of PSAs that raise concerns about
mounting firecracker emerging at that time.
• In 1974, the Ad Matari create ads that elevates the meaning
of parent-child relationships.
• Several campaign PSAs are widely known in Indonesia include
campaign on Family Planning, School Children I *), Election Nations Children's
Vision.
• In the 1970s, Matari Advertising Ad make PSAs that can be
remembered till today is advertising "Meditations For Parents" lift
Khalil Gibran poem.
• In 2007, Laurier made containing PSAs on the dangers of
casual sex in adolescence.
• Description = ME CHILD SCHOOL (A2S) is an organization
established by the Education Committee of the Government or Private aims to
reduce the problems of education in Indonesia.
CRITERIA OF PUBLIC SERVICE ANNOUNCEMENTS
According to the advertising board in the United States is
sponsoring PSAs there are several criteria used to determine a particular ad is
a public service ads or not.
1 Not
commercially (eg, the use of helmets in driving ad)
2 Not a religious nature.
3 There are political.
4.-minded national
5. Intended for all levels of society.
6 Proposed by the organization that has been recognized and
accepted.
7 can be advertised.
8 Having high impact and importance that should get the
support of local and national media.
In Indonesia there is a special organization set up to deal
with ILM. PSAs generally made individually by the advertising agency that
works closely with the media and advertisers. This resulted in a lack of
commitment and synergy in formulating advertising, costs, as well as the
message that ILM is not done routinely. In addition, ILM also taxed ad,
walalupun space and time is donated by the media.
NON-COMMERCIAL ADVERTISMENT
Non-commercial
ads are also commonly referred to as social ads or public service ads. This
public service announcement is not intended to offer goods and services.
Usually the ad is aimed at achieving better conditions of life which (according
to the advertisers). Examples of non-commercial advertising, among others;
advertisements on drugs, on cigarette advertising, advertising about global
warming or ad about global warming, water pollution advertising, and
advertising on deforestation. Examples of ads before a small portion of the
sample public service announcements or non-commercial.
Name : Meinda Blandina
Class : 1SA05
NPM :16614547
SOFT SKILL 1
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