Advertising and Public Relations · TEE · revision
Unit 2 · advertising
Last-day TEE revision
All five units and case-answer structure
Use the following connected outline to revise. Open a topic for its full definition, explained points, diagram where useful and example.
Meaning, need and limitations of advertising
- It informs audiences about offerings and their relevant benefits.
- It differentiates alternatives and offers reasons for choice.
- It reminds and reinforces familiar brands.
- It supports marketing objectives when coordinated with product, price and distribution.
Advertising in the marketing and promotion mix
Advertising communicates benefits, differentiation and action information within the promotion element of marketing. Its effect depends on product performance, price and distribution. Coordination with sales promotion, PR and other communication prevents contradictory messages and supports the intended business outcome.
Types and classification of advertising
| Basis | Examples of types |
|---|---|
| Purpose | Product, institutional, social |
| Audience | Consumer, business-to-business, trade |
| Geography | Local, regional, national, international |
| Medium | Print, audio, audio-visual, digital |
How to distinguish the five theories
| Theory | Question to ask | Clue |
|---|---|---|
| Mediation of reality | What version of life is constructed? | Edited social world |
| Shifting loyalties | Who is being persuaded to switch or stay? | Brand choice |
| Magic of meaning | What symbolic value is added? | Product + emotion |
| Hidden message | What is implied by the cues? | Unstated association |
| Imitative desire | Whom does the audience want to resemble? | Aspirational model |
One advertisement can support more than one interpretation. In an exam asking for one theory, choose the best-supported link and explain the exact scene or cue. Merely writing a brand name earns less explanatory value than showing the connection.
Choose the right model for the question
| Question asks… | Use… | What to show |
|---|---|---|
| Stages from noticing to response | AIDA | Four stages + one coherent advertisement |
| Four tasks of communication | DRIP | Four different functions |
| Measurable advertising goal | DAGMAR | ACCA + audience, baseline, change, time |
| Trial and repeat behaviour | Ehrenberg | Experience and reinforcement |
| Need or motivation behind an appeal | Maslow | Name the need and justify the link |
Additional faculty classifications
| Classification | Distinguishing idea |
|---|---|
| Banner | An allocated display area within the layout. |
| Interstitial | A prominent message at a content transition. |
| Floating / overlay | A layer covers existing page content. |
| Pop-up / pop-under | A separate window in front of / behind the current window. |
| Covert / placement | Promotion integrated into entertainment content. |
| Surrogate | Disguised promotion circumventing an advertising restriction; a shared name alone is not proof. |
| Public service | Communication with a public-benefit objective. |