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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,

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