advertising communication pdf

�/i�Ƚ��u�@������=##����#)x�_���(r=� �?T�/L�C$>^t�*,��� ���9�5͞A�m!%"�h����J�yԿ� i��?��'|b�J�iAwk��u�&����VN6g��˺[���|�m�"��ϝ7�@�$��mڸIRd��z��V^^>>���?�;���g�9�'�x$�OR���G4�f��!8��r����{�ِ�H�p'%'=�9b\�s��^H a�D��R��d�; � XVV��`���:�[�_���_yd����|=Jp��'�3=T��N��F���pBeD���qY�ѯ��� �YDY� 2���^>�X�G��L�o�3���Dn��M����4��2�/�3g�M*�C���������#=o�m��l�&$R���o���MwH�={b��=v��T���4�dV qڝ!��z���8��$��MXyzzʯ�C���I��ׯ#�~����XTY��[��u��s���Y������[�m؀C�$�6��,���w�`�>:��JA=�)�O�3�!���~2�e��vV(+�܈/\� ��"S���{�X�P@ ��ľ4���dB 2 0 obj :������{�%)|�5�zXp�]{V�����V��0n��h,���8��v�� �448}l�i�u? ?� Academia.edu is a platform for academics to share research papers. O Scribd é o maior site social de leitura e publicação do mundo. x��UMk�0��t��5�� ��&N7K���]XJ�u�@��ֻ��#%^�[�L���7#i^|��l�������MS=rY�G� ��O�� Ʀ%��>�ԗ� !q�.&�)�u��Z��5;a% �.+ å$:H�p�N�LS1��_��ɊE �A��9i�Z�^00t�"K�,��r��;��:��I�����9�����E�ᭂE]y���ġ�=�jL��S�������R��Z��w��(Aԁ�*���PD�qaBm(��\%!�I(�T��L�(��L�(���:Bo��BÓ�BB���B*�EX3�}D]H\�B� � Oed��l�`Ql��5=�?�,���� 6!� ���G� 2ɗ89Z+�T������r�k�ú�>�r_k��E��>73ʹ�. endobj ��]`Ȝ(>r[;2p^Mh'[�~���m#�pR�oJ4�_Y��D޸!��5�H@ S��֟$�����8U��ȶeg�GqN#͖�I*�ЯN��L�)ץ)їY���U��W��+��p�NgXX��Ҏ�,��8��! Advertising is impersonal communication of information about products, services or ideas through the various media, and it is usually persuasive by nature and paid by identified sponsors (Bovee, 1992). In the case of direct-action advertising, it also must translate the desire into action, unaided by any other promotional instruments. The standard definition of advertising includes seven main elements: 1. Advertising as a communication medium can in most cases effectively perform the first three functions. endobj Аdvertising is a kind of communication which proceeds between two sides in unequal positions. Advertisement & Marketing Communication i About the Tutorial Advertising and Marketing Communications is an art and technique of developing and communicating messages to promote the products/services. @bI|���-4�Kz�SҐ:[�" ��pv!���hH�!���X�K;L�܈z� J�h�!+�p���H�j��KS�~{cs R{���C��nq!8����P��J �~S����}k��";����D 6��~��צ|������N'#J� b�Hb��z�,� ��VГJ�+��A�����%HF���#4�}�"__߼C��8���Cu3���'mn��ĩb�S����x@ս��vRAG&�� ;w�����~Y� �朅�p�@@R�*��쓺R�l!����.�CѺ��=*A�H�{\������t1�`�������SG�j?���. ��'��)z�������U�"ٮ�9��5j�_��9f�Ţ\��W�x]p0�566��r5MY^~��'&��? It is creative, demanding, rewarding, exciting, and also challenging. <> Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient, Stern (1994) states that, consumers are the “co-creators of communication” (p. 5) and the advertising process can be viewed as a form of “two-way communi-cation” (p. 13). %���� ��a�^ߓz����=B����h�);n\]����.���sQ�����Q�R���r��39���O���=���΀t��^x�c�u�>���1/�j�)zq�Ć{�����~sc��p6�����[��o���g`aӿΚ�c��G�Pl�A�ӬVƩ+b�v��iX��G(?������C��/�ϵܳ�����x67�}V��UYo"7��!�,��J���Z���3���{����!,����� <>>> <> Paid form of communication. 9�iΞ�����zu�J�ez\EO� j'4>!���U�����^`��Ns�otE� }���N��M�թ^�c ;[�~����LL��B�ɴ�U����jk��d��Є"s������j���y��U��� 1 0 obj �wVs��F&��î���h���!C�ܬ�-��b�N�8���i�o���O�챼Y�?6���Q=Z����F[#����9����/�'��.��*1���}��;�o��$��!��u stream In the case of indirect-action advertising, however, the action can be aided at the time of purchase by two-way ��e�\�s�8eb�t���Qf� ,|���˖/G�"[�z �� j��Ƒ���%_�1��R蜢�����׬� E�&k�iHɩ���)�-A(|Ty��V t���4��֭� ��B���LL�o���F��Jo���m��b��r���ih����S&&W�����F�7:�:�*�*g�^iB����9��P��LL�J�G���j��@n�B�mڲ��i0ɩ�Ʃ�H]���H�k4$�z#G�F�9TX(�Pd��n�9 %95�LLr��'5� ���h��cNj�%�{�m�qJrj5���ߞ��N %PDF-1.5 4 0 obj Ritson and Elliot (1995) point out that One side (the sender of the message) is tangible and evident while the other (the recipient) is a mass of different minds which is usually named 3 0 obj ���"�S�3А��@���)\�%�g�gt�,�p bET Q���%̍����I�F���&�'(x΁S:P�I�D���@�cB���gtRO�r�!�Y߾��s�.� E�����u�Tp��������YH�c�EZ�? endobj <>/ProcSet[/PDF/Text/ImageB/ImageC/ImageI] >>/MediaBox[ 0 0 612 792] /Contents 4 0 R/Group<>/Tabs/S/StructParents 0>>

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