WHAT IS ADVERTISING?
...ervices, ideas, or institutions through any of the mass media with intent to sell or secure favorable considerations” (Crisostomo, 1971); or as what another definition states, “a form of commercial mass communication designed to promote the sale of a product or service, or a message on behalf of an institution, organization, or candidate for political office” (Microsoft Encarta Encyclopedia, 2003). Advertising (in Malinao, 2003), is considered “an art of informing and persuading pre-selected audience, through the use of different media, about ideas, products, and services.” Out of these accepted definitions, we can imply that advertising involves PLANNING, which includes: 1) the target audience; 2) the appeal to be used (emotional, etc.); 3) the appropriate form of communication to be used; and 4) the desired effect (that is, to gain approval and to sell); and MANAGEMENT. The latter deals on the continuity and performance of the advertisement (How is it going? Is the good or service being patronized by the public or the target audience? If it was not effective, what are other strategies? Is there plan B? What are the things to be improved?). Furthermore, the definitions infer that Advertising is different from Publicity. As what I have learned in my previous subjects, publicity is not necessarily paid and its backer or sponsor is not identified; whereas, in advertising, the sponsor (it could be the company that manufactures a particular product; sometimes, the brand of a product says it all) is very obvious and every second that the advertisement uses for air time (for example, in television and radio) or the space it consumes (in newspapers and other printed materials) is paid. High tech gadgets are now part of advertising. There is the CD-ROM, the DVDs, the microchips even. In the latest trend of advertising, it is not done necessarily in the midst of a big crowd. It now practices a more personal approach through give-away documents (cds, kits, etc.) and AVPs or audio-video productions sent directly to the target consumers (ex. Dinagyang 2005 AVPs by the Iloilo Business Club and Iloilo Dinagyang Foundation which are sent directly to businessmen across the Philippines). Another is through the internet: pop ups and banners are found in websites to advertise universities, goods, and also certain websites (some are Love and Perfect Date Finder websites). Advertising is also a means for polit...