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2.3 Concept / Theory

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. “Concept is to advertising what the little black dress is to

fashion: it will always in demand.” - Pete Barry The Advertising Concept Book

According to French philosopher Voltaire, good is the enemy of great. This exact theory
should be applied to campaign concepts. An agency must place their focus on

developing great ideas, never settling for simply good ones.

According to Forbes, digital marketers estimate that we are exposed to between 4,000

and 10,000 advertisements each day. With such a massive amount of ads being

presented in the peripherals to your average North American on a daily basis, it takes
exceptional work in order to stand out. However, exceptional work is always the by-

product of a great idea, or in our terms, a concept.

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 a marketing service.

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 exciting. 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.

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