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According to the Big Indonesian Dictionary (KBBI), advertising is news ordered to encourage or persuade the general public to be interested in the goods and services offered. The definition of advertising is also defined as a promotional activity that has various objectives.
What are Advertising According to Experts
According to Supriyanto in his book entitled Making Profits from Printed Billboard Banners , advertising is the promotion of goods, services, companies and ideas that must be paid for at a certain nominal rate by a sponsor.
Apart from the definitions above, here are several definitions of advertising according to experts.
Definition of Advertising According to Gilson & Berkman
The definition of advertising is a persuasive communication medium that is designed in such a way as to produce a response and help achieve marketing objectives or objectives.
Understanding Advertising According to Fandy Tjiptono
The definition of advertising is one of the forms of promotion that is most widely used by companies to promote their products.
Definition of Advertising According to Rhenald Kasali
The definition of advertising is a message that offers a product, which is addressed to the public through a medium.
Definition of Advertising According to the Broadcasting Law
According to Law Number 32 of 2002 concerning Broadcasting in Article 1 number 5 defines advertising as advertising broadcasts, namely “information broadcasts of a commercial nature and public services about the availability of services, goods and ideas that can be utilized by the public with or without compensation to the institution broadcasting in question.”
Definition of Advertising According to Faela Sufa
The definition of advertising is information media that is created in a certain way to attract viewers, is original, and has certain characteristics and is persuasive, so that consumers are voluntarily encouraged to do something according to what the advertiser wants.
Understanding Advertising According to Kriyantono
The definition of advertising is as a form of non-personal communication that sells persuasive messages from clear sponsors to influence people to buy products by paying a fee for the media.
Advertising Objectives
Even though it is often used to promote certain products to attract potential consumers, advertising has various purposes that are no less important.
Launching the gramedia.com page, here are several advertising objectives.
1. Commercial Advertising
Commercial advertising has the aim of supporting a marketing campaign for a product being sold. There are two types of commercial advertising, namely strategic advertising and tactical advertising.
Strategic advertising is advertising that is used to build a brand by analyzing the brand value and benefits of the product being marketed. Meanwhile, tactical advertising is advertising that is formulated to encourage the audience to make a purchase of a product being marketed.
2. Corporate Advertising
Corporate or company advertising is considered an effective strategy to strengthen the company’s image. Where the aim is to help create a positive image for the products sold by a particular company by involving various marketing strategy instruments.
3. Public Service Advertising
Public service advertising is a social campaign whose aim is to market ideas and thoughts in the context of the public interest. You often find these advertisements in various state agencies, such as calls not to be corrupt, stay away from drugs, and so on.
Types of Advertising
These types of advertising are divided into several categories. Starting from types of advertisements based on their purpose, types of advertisements based on their content, to types of advertisements based on their media.
Each type of advertising has different characteristics. The following is a complete explanation of the types of advertisements based on their categories.
Types of Advertising Based on Purpose
- Commercial Advertising
Commercial advertising is a type of advertising created for the purpose of increasing sales to gain greater profits. Commercial advertising is divided into three, namely consumer advertising, business advertising and professional advertising.
Consumer advertising created to seek business profit. Business advertisements created to convey the aims and objectives of seeking economic profit.
Meanwhile, professional advertising is aimed at professionals to gain business benefits.
- Non-Commercial Advertising
Non-commercial advertising is a type of advertising created to provide information with the aim of educating and inviting people to take good actions. Usually, this type of advertisement is a public service advertisement which has a big impact on people’s lives.
This advertisement is very effective in increasing public awareness of the importance of something so that better social change can occur.
Types of Ads Based on Content
- Offer Ads
Offer advertising is a type of advertising that offers goods or services to attract potential consumers to try or buy the product. This type of advertising can be used for various types of commercial products or services to increase profits for the company.
- Public Service Advertisements
Public service advertisements are a type of advertisement that contains certain information with the aim of educating, increasing awareness and encouraging the public to take action according to the information conveyed. For example, drug language advertisements, hygiene advertisements, vaccine advertisements, tax advertisements, and so on.
- Announcement Advertisement
Announcement advertising is a type of advertising that contains an invitation to the public. Usually this is mostly used for event advertisements or certain events, such as competition advertisements, concert advertisements, seminar advertisements, and so on.
- Demand Ads
Request advertising is a type of advertising created by individuals or agencies so that information can be published and known to many people. For example, job vacancy advertisements and so on.
Types of Advertising Based on Media
- Electronic Advertising
Electronic advertising is a type of advertising delivered via electronic media such as radio and television. This advertisement can be in the form of audio and audio video which is created in such a way as to attract the attention of the public or potential consumers.
- Print Ads
Print advertising is a type of advertising delivered through print media such as newspapers, magazines, books, brochures, and so on. The printed media is then sold or distributed to the public so that it is hoped that many people will be aware of the advertisement.
This is a review of the meaning of advertising according to experts, the objectives and types of advertising. Advertising is a means of informing and promoting a product or message to an audience with quite varied strategies and platforms.