Advertising Task
An Advertising Task is an attention-capturing communication task where the intent is to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services.
- Context:
- Task Input: Advertisement Message, Target Audience Profile
- Task Output: Advertisement Consumption, Audience Response
- Task Performance Measure: Advertisement Outcome, Return on Ad Spend (ROAS), Click-Through Rate, Conversion Rate
- It can typically create Advertising Messages through advertising creative development.
- It can typically target Advertising Audiences through advertising segmentation strategy.
- It can typically measure Advertising Impact through advertising analytics framework.
- It can typically optimize Advertising Performance through advertising testing methodology.
- It can typically manage Advertising Budgets through advertising spend allocation.
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- It can often integrate Advertising Channels through advertising media planning.
- It can often personalize Advertising Content through advertising customization technique.
- It can often track Advertising Attribution through advertising measurement system.
- It can often comply with Advertising Regulations through advertising compliance process.
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- It can range from being a Traditional Media Advertising Task to being a New Media Advertising Task (such as online affiliate advertising task).
- It can range from being a Mass Advertising Task to being a Targeted Advertising Task and/or Contextual Advertising Task.
- It can range from being a Manual Advertising Task to being an Automated Advertising Task, depending on its advertising task automation level.
- It can range from being a Brand Advertising Task to being a Performance Advertising Task, depending on its advertising task objective focus.
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- It can (typically) be a subtask of a Marketing Task.
- It can be solved by an Advertising System (such as an advertising service).
- It can involve Advertising Professionals through advertising agency relationship.
- It can require Advertising Creative Assets through advertising production process.
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- Example(s):
- Digital Advertising Tasks, such as:
- Search Advertising Tasks, such as:
- Social Media Advertising Tasks, such as:
- Display Advertising Tasks, such as:
- Traditional Advertising Tasks, such as:
- Automated Advertising Tasks, such as:
- Specialized Advertising Tasks, such as:
- ...
- Digital Advertising Tasks, such as:
- Counter-Example(s):
- Organic Marketing Task, which relies on unpaid marketing channels rather than advertising spend.
- Public Relations Task, which focuses on earned media coverage rather than paid advertising placement.
- Content Marketing Task, which provides valuable content rather than advertising messages.
- Word-of-Mouth Marketing Task, which depends on customer recommendations rather than advertising communication.
- Sales Task, which involves direct selling rather than advertising persuasion.
- See: Propaganda, Brand Advertising, Marketing Task, Communication Task, Persuasion Task, Advertising System, Marketing Communication.
References
2021
- (Wikipedia, 2021) ⇒ https://en.wikipedia.org/wiki/Advertising Retrieved:2021-12-3.
- Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.[1] Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media,[2] including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement: advert or ad for short.
Commercial ads often seek to generate increased consumption of their products or services through “branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees or shareholders that a company is viable or successful.
Modern advertising originated with the techniques introduced with tobacco advertising in the 1920s, most significantly with the campaigns of Edward Bernays, considered the founder of modern, “Madison Avenue” advertising.[3] [4]
Worldwide spending on advertising in 2015 amounted to an estimated .[5] Advertising's projected distribution for 2017 was 40.4% on TV, 33.3% on digital, 9% on newspapers, 6.9% on magazines, 5.8% on outdoor and 4.3% on radio. Internationally, the largest ("Big Five") advertising agency groups are Dentsu, Interpublic, Omnicom, Publicis, and WPP. In Latin, advertere means "to turn towards".
- Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.[1] Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media,[2] including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement: advert or ad for short.
- ↑ William J. Stanton. Fundamentals of Marketing. McGraw-Hill (1984).
- ↑ Courtland L. Bovee, William F. Arens. Contemporary Advertising, Fourth Edition. Richard D. Irwin, Inc., 1992.
- ↑ Donley T. Studlar (2002) Tobacco Control: Comparative Politics in the United States and Canada p.55 quotation: "... from the early days advertising has been intimately intertwined with tobacco. The man who is sometimes considered the founder of modern advertising and Madison Avenue, Edward Bernays, created many of the major cigarette campaigns of the 1920s, including having women march down the street demanding the right to smoke.”
- ↑ Donald G. Gifford (2010) Suing the Tobacco and Lead Pigment Industries , p.15 quotation: "... during the early twentieth century, tobacco manufacturers virtually created the modern advertising and marketing industry as it is known today.”
- ↑ "CARAT PREDICTS POSITIVE OUTLOOK IN 2016 WITH GLOBAL GROWTH OF +4.7%". Carat. September 22, 2015. Archived from the original on October 1, 2015. Retrieved September 30, 2015.