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2.2 Concept / Theory
Advertising
The concept of advertising is a special transfer of certain data, for which
customers pay. It should be convincing about the fact that the product is a must buy,
and a service or idea - to use. The function of advertising carried out by advertising
companies through various media.
The concept of advertising can also be defined as a means of communication, it
is a product of marketing methods, being a mediator between producers and
consumers. Advertising has characteristics as a process of persuasion of buyers in the
acquisition of this particular product.
The concept of advertising says that action is directed at several groups: children,
adolescents, young people, middle-aged people, the elderly. In addition, each product
is designed for a specific group of users. Therefore, manufacturers produce products,
devising a plan to attract buyers to buy their goods. This strategy is marketing
services. Advertising designed to encourage the sale of goods in a particular place, the
involvement of the public interest of the population is taken.
Services in the sale of goods and represent the concept of advertising. It can be
given to the residents which is fun and interesting. Information like this is placed in
newspapers, on television, the Internet, broadcasting. Now a lot of ads on city streets,
for this purpose, signs, posters, banners, billboards.
Advertising is redefining itself. In today’s world of multimedia and digital
technology, the industry must find a way to build new relationship between brands
and their audience, to make each product relevant as well as desirable. No longer is a
television advert enough; brands need to communicate with their audience through
different media channels. Advertising has changed.
The job of an advertising agency was once a straightforward one: to persuade
people to buy a brand's product. The public knew what to expect from advertising;
they recognized the language used to speak to 19 them, and knew what was being asked
