1 uct course notes what is advertising

34
8/11/2019 1 UCT Course Notes What is Advertising http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 1/34  INTEGRATED MARKETING COMMUNICATIONS "# $%&&%'( )%*+,-./0 !"#$%&' ) What is  Advertising?

Upload: joey-fourie

Post on 02-Jun-2018

223 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 1/34

 

INTEGRATED MARKETING

COMMUNICATIONS"# $%&&%'( )%*+,-./0

!"#$%&' )

What is

 Advertising?

Page 2: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 2/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

*#+,& -. /-0%&0%1

*#+,& -. /-0%&0%1 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 3 

)2 40%'-56/%7-0 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 8 

32 9"#% 71 :#';&%70< !-==607/#%7-01> 2222222222222222222222222222222222222222222222222222222222222222222222222222 8 

123 "/'(0 ,.45+ 6.%(,7 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 8 

?2 9"#% 71 @5A&'%7170<> 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 B 

923 :;-%(%,%.( .- <0=;/,%7%(* 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 > 

82 9"#% 71 #5A&'%71&5> 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 C 

?23 $..07 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 @ 

?21 "/'(07 2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 @ 

?29 A;/=%5;7 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 @ 

?2? B0;.&.*%;7 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 C 

?28 D4E&%5 7;/=%5; 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 C 

D2 E-F 5-&1 @5A&'%7170< F-';> 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 )G 

B2 E-F :#';&%70< 61&1 /-==607/#%7-0 22222222222222222222222222222222222222222222222222222222222222222222222222 )) 

>23 F+; G4H'( I.HH4(%5',%.( D/.5;77 222222222222222222222222222222222222222222222222222222222222222222222222222 33 

>21 F+; <0=;/,%7%(* I.HH4(%5',%.( D/.5;77 222222222222222222222222222222222222222222222222222222222222222222222 31 

>2121 A.4/5; 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 31 

>2129 J(5.0%(* 2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 31 

>212? K;77'*; 2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 39 

>2128 );5;%=;/ 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 3? 

>212> I+'((;& 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 38 

>212L :;5.0%(* 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 38 

>212@ M;;0E'5N 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 3> 

C2 *#'<&% =#';&%1 #05 #657&0/&12222222222222222222222222222222222222222222222222222222222222222222222222222222222222 )C 

L23 :;-%(%,%.( .- 5.(74H;/ '0=;/,%7%(* 222222222222222222222222222222222222222222222222222222222222222222222222222222 3@ 

L2323 JO'H6&;7 .- E47%(;77 ,. 5.(74H;/ P"1IQ '07 2222222222222222222222222222222222222222222222222222222 3@  

L2321 JO'H6&;7 .- E47%(;77 ,. E47%(;77 P"1"Q '07 222222222222222222222222222222222222222222222222222222222 3C 

L21 G.R '/; ,'/*;, '40%;(5;7 '(0 H'/N;,7 /;'5+;0S 2222222222222222222222222222222222222222222222222222222 3C 

L2123 JO'H6&;7 .- .R(;0 H;0%' '(0 E.4*+, H;0%' 222222222222222222222222222222222222222222222222222222 1T 

H2 9"#% 71 40%&<'#%&5 :#';&%70< !-==607/#%7-01 I4:!J> 22222222222222222222222222222222222222222222222 3) 

K2 9"#% #'& %"& &/-0-=7/L 1-/7#,L &%"7/#,L #05 ,&<#, 7116&1 @5A&'%71&'1 1"-6,5 /-0175&'> 3? 

C23 F+; ;5.(.H%5 %H6'5, .- <0=;/,%7%(* 2222222222222222222222222222222222222222222222222222222222222222222222222222 1? 

C21 F+; 7.5%'& %H6'5, .- <0=;/,%7%(* 2222222222222222222222222222222222222222222222222222222222222222222222222222222222 18 

C2123 JO'H6&;7 .- 6.,;(,%'&&# .--;(7%=; '07 2222222222222222222222222222222222222222222222222222222222222222222 1> 

C29 A.5%'& /;76.(7%E%&%,# '(0 ;,+%57 222222222222222222222222222222222222222222222222222222222222222222222222222222222222 1> 

C2923 JO'H6&;7 .- '07 %(5./6./',%(* 7.5%'& /;76.(7%E%&%,# '(0 ;,+%57 2222222222222222222222222222 1L 

C2? G.R %7 <0=;/,%7%(* /;*4&',;0S 2222222222222222222222222222222222222222222222222222222222222222222222222222222222222 1L 

C2?23 $.=;/(H;(, '(0 U4'7%V*.=;/(H;(, /;*4&',%.( '*;(5%;7 2222222222222222222222222222222222222 1L 

C28 A;&-V);*4&',%.( 2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 1@ 

)G2 *"& @5A&'%7170< M%#05#'51 @6%"-'7%NO !-5& -. @5A&'%7170< 2222222222222222222222222222222222222222 3H 3T23 A4HH'/# .- ,+; 5.0; 2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 1@ 

Page 3: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 3/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

))2 !-016=&' P'-%&/%7-0 @/% -. M-6%" @.'7/# 222222222222222222222222222222222222222222222222222222222222222222 ?3 

3323 B(,;/('& ./ 7;&-V/;*4&',%.( 222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 99 

)32 M6==#'N2222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 ?? 

)?2 Q7+,7-<'#$"N 22222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222222 ?8 

Page 4: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 4/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

)2 40%'-56/%7-0

<0=;/,%7%(* %7 ' 0%=;/7; '(0 .-,;( H%74(0;/7,..0 -%;&02 K'(# 6;.6&; *;, 5'4*+, 46 %(,+%(N%(* ,+', '0=;/,%7%(* %7 6/%H'/%&# 'E.4, ,+; 5/;',%=; %H'*;7 '(0 7&.*'(7 ,+', 5',5+ ,+;%/

;#; '7 ,+;# -&%6 ,+/.4*+ ' H'*'W%(; ./ 6'77 ' E%&&E.'/02 G.R;=;/X <0=;/,%7%(* %7 ' +%*+&#

7,/',;*%5 -%;&0 .- */;', ='&4; ,. E47%(;77;7X '(0 '7 745+X %, %(=.&=;7 ' 7%*(%-%5'(, 0;'& .-

'('&#7%7 '(0 7N%&& %( (4H;/.47 '/;'72 Y%,+ ,+; 54//;(, 5.(74H;/ -'5%(* ' 6.%(, .- (;'/V

7',4/',%.( R%,+ '0=;/,%7%(* H;77'*;7X '0=;/,%7;/7 +'=; +'0 ,. E;5.H; H./; 5/;',%=; '(0

7,/',;*%5 %( ./0;/ ,. *'%( '(0 N;;6 ,+; ',,;(,%.( .- ,+;%/ ,'/*;, '40%;(5;2

B( ,+%7 H.04&;X #.4 R%&&Z

•  [;'/( 'E.4, K'/N;,%(* I.HH4(%5',%.(7 '(0 ,+; &%(N E;,R;;( <0=;/,%7%(* '(0

K'/N;,%(* I.HH4(%5',%.(7 P7;5,%.( 1Q2

•  [;'/( R+', ,#6;7 .- *..07 ./ 7;/=%5;7 '/; '0=;/,%7;0X '(0 +.R '0=;/,%7%(* R./N7

P7;5,%.(7 ? '(0 8Q2

•  [;'/( 'E.4, 5.HH4(%5',%.( %( H'/N;,%(* P7;5,%.( >Q2

•  [;'/( 'E.4, ,'/*;, H'/N;,7X '40%;(5;7 '(0 B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.(7

P7;5,%.( L \ CQ2

•  $'%( '( 4(0;/7,'(0%(* .- ,+; ;,+%57 '(0 &;*'&%,%;7 ,. E; 5.(7%0;/;0 %( '0=;/,%7%(*X

'(0 E; ;O6.7;0 ,. ,+; <0=;/,%7%(* A,'(0'/07 <4,+./%,#Z I.0; .- <0=;/,%7%(*

P7;5,%.( 3TQ2

•  [;'/( 'E.4, ,+; I.(74H;/ D/.,;5,%.( '5, P7;5,%.( 33Q2

32 9"#% 71 :#';&%70< !-==607/#%7-01>

F. 4(0;/7,'(0 R+', <0=;/,%7%(* %7X #.4 (;;0 ,. 4(0;/7,'(0 ,+; ,;/H ]K'/N;,%(*

I.HH4(%5',%.(7^2

K'/N;,%(* I.HH4(%5',%.(7 PK'/I.HQ %7 ' ,;/H ,. 0;75/%E; ,+; ,..&7 '(0 ,;5+(%U4;7 47;0

,. 5.HH4(%5',; R%,+ ,+; ,'/*;, H'/N;,2

B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.(7 %7 ' 5.HH4(%5',%.( 6/.5;77X R+%5+ ;(,'%&7 ,+;

6&'((%(*X %(,;*/',%.( '(0 %H6&;H;(,',%.( .- ,+; ='/%.47 -./H7 .- K'/N;,%(*

I.HH4(%5',%.(72

K'/N;,%(* I.HH4(%5',%.(7 %7 ,+; _6/.H.,%.(_ 6'/, .- ,+; _K'/N;,%(* K%O_ ./ ,+; _M.4/

D7_Z 6/%5;X 6&'5;X 6/.H.,%.(X '(0 6/.045,2

B( 5'7; #.4 0.(`, N(.RX ,+; ]M.4/ D`7 .- K'/N;,%(*^ '/;Z

32  D/.045,Z I',;*./%;7 .- *..07 '(0 7;/=%5;7

Page 5: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 5/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

12  D/%5;Z A,/',;*%;7 -./ 5.H6;,%,%=; 6/%5%(*

92  D&'5;Z :%7,/%E4,%.( '(0 *;.*/'6+#

?2  D/.H.,%.(Z I.HH4(%5',%.( H;,+.07X H;77'*;7 '(0 5+'((;&7

F+; -%;&0 .- K'/N;,%(* I.HH4(%5',%.(7 %(5&40;7 76;5%'&%7;0 '/;'7 745+ '7 '0=;/,%7%(*X

E/'(0%(*X 0;7%*(X 0%/;5, H'/N;,%(*X 76.(7./7+%6X 64E&%5 /;&',%.(7X 64E&%5%,#X .(&%(;

H'/N;,%(*X 7'&;7 6/.H.,%.(X '(0 H'/N;,%(*2

K'/N;,%(* I.HH4(%5',%.(7 6/'5,%,%.(;/7 47; 7,/',;*%5 ;&;H;(,7 .- E/'(0%(* '(0 H'/N;,%(*

,. ;(74/; 5.(7%7,;(5# .- H;77'*; 0;&%=;/# ,+/.4*+.4, '( ./*'(%7',%.( \ ,+; 5.(7%7,;(,

_&..N a -;;&_ .- ' E/'(0X (. H',,;/ R+;/; '(0 +.R ,+; H;77'*; %7 0;&%=;/;02 F+%7 %7 5'&&;0

B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.(72

K;77'*;7 '/; H.7, .-,;( 0;&%=;/;0 =%' 7.H; -./H .- 5+'((;& PN(.R( '7 H;0%'QX R+%5+ %7

474'&&# 6'%0 -./X E4, 5'( '&7. E; ]0;&%=;/;0^ E# ' 7'&;7H'(X ' 5'&& 5;(,/; .6;/',./X ;=;( E#

,+; R'# ,+; ,/45N 5'//#%(* #.4/ 6/.045, -/.H ,+; -'5,./# 0/%=;72 F+; -'5, ,+', ,+;/; '/; 7.

H'(# .66./,4(%,%;7 -./ ' 5.(74H;/ ,. /;5;%=; ' H;77'*; H'N;7 %, %H6./,'(, ,. 5.(,/.& '(0

H'('*; ,. ;(74/; ,+', ,+; H;77'*; /;H'%(7 ,/4; ,. %,7 ./%*%('& %(,;(,%.(2

32) Q'#05 %-6/" $-70%1

J=;/# .66./,4(%,# .- ;(*'*;H;(, E;,R;;( ' E/'(0 '(0 ' 547,.H;/ ./ 6.,;(,%'& 547,.H;/ %7

5'&&;0 ' E/'(0 ,.45+ 6.%(,2 JO'H6&;7 .- ,.45+ 6.%(,7 %(5&40; ;=;/#,+%(* -/.H ' Fb ./ /'0%.

'0 P./ '( '0 %( '(# .,+;/ -./H .- H;0%'QX ,+; E/'(0`7 M'5;E..N ./ FR%,,;/ 6/.-%&;X 6;/7.('&7;&&%(* P5'/ 0;'&;/7+%67X .--%5; ;U4%6H;(,X %(74/'(5;QX 5.&&',;/'& PE/.5+4/;7QX 7'&;7

6/.H.,%.( PE4# 3 *;, 3 -/;;c R%( ' ,/%6 ,. G.(.&4&4QX D)X 76.(7./7+%6 Pb.0'5.H )4*E#QX

R;E7%,; Pd'&'+'/%QX ,/'0; 6/;7;(,;/7X '(0 ;=;( ,+; 6/.045,`7 6'5N'*%(*2

A.X %( -'5,X ;=;/# ;O6;/%;(,%'& .66./,4(%,# P'(# .66./,4(%,# -./ ,+; 5.(74H;/ ,. ;O6;/%;(5;

7.H; '76;5, .- ,+; E/'(0Q ,+', '( ./*'(%7',%.( 5/;',;7 -./ %,7 7,'N;+.&0;/7 ./ 547,.H;/7 %7 '

E/'(0 ,.45+ 6.%(,2 B, %7 =%,'&&# %H6./,'(, -./ E/'(0 7,/',;*%7,7 '(0 H'('*;/7 ,. 74/=;# '&& .-

,+;%/ ./*'(%7',%.(e7 E/'(0 ,.45+ 6.%(,7 '(0 H'('*; ,+;7; -./ ,+; 7,'N;+.&0;/e7 ./

547,.H;/e7 E;(;-%,2

K'/N;,%(* 5.HH4(%5',%.(7 %7 ,+;/;-./; 5.(5;/(;0 R%,+ ,+; 6/.H.,%.( .- '( ./*'(%7',%.(e7

E/'(0X 6/.045,P7Q ./ 7;/=%5;P7Q ,. 7,'N;+.&0;/7 '(0 6/.76;5,%=; 547,.H;/7 ,+/.4*+ ,+;7;

,.45+ 6.%(,72 K.7, %H6./,'(,&#X ,+;7; '/; 6&'((;0 H;77'*;7 ,+', ' E47%(;77 47;7 ,.

7466./, %,7 H'/N;,%(* '5,%=%,%;72

K'/N;,%(* 5.HH4(%5',%.(7 %7 -.547;0 .( ,+; 6/.045, ./ 7;/=%5; '7 .66.7;0 ,. 5./6./',;

5.HH4(%5',%.(7 R+;/; ,+; -.547 .- 5.HH4(%5',%.(7 R./N %7 ,+; 5.H6'(# ./ ;(,;/6/%7;

%,7;&-2 K'/N;,%(* 5.HH4(%5',%.(7 %7 6/%H'/%&# 5.(5;/(;0 R%,+ 0;H'(0 *;(;/',%.( '(0

6/.045, ./ 7;/=%5; 6.7%,%.(%(* P'*'%(7, 5.H6;,%,./7Q2

Page 6: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 6/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

?2 9"#% 71 @5A&'%7170<>

<0=;/,%7%(* 474'&&# %(=.&=;7 6'#H;(, -./ ,+; 6&'5;H;(, .- ' H;77'*; %( ' 7;&;5,;0 H;0%'5+'((;&2 B, '&7. /;-;/7 ,. ;=;/# 6%;5; .- 6&'((;0  5.HH4(%5',%.( ' H'/N;,;/ '%H7 ', '

6.,;(,%'& 5.(74H;/2 A.H; -./H7 .- K'/N;,%(* I.HH4(%5',%.( '/; *;(;/'&&# 5.(7%0;/;0

0%--;/;(, ,. <0=;/,%7%(*X '7 ,+;# 0. (., 6'# -./ 76'5;X '(0 '&7. ,+;# 0. (., +'=; -4&& 5.(,/.&

R%,+ +.R ,+; H;77'*; '66;'/7 %( ,+; H;0%' P-./ ;O'H6&;X D4E&%5 );&',%.(7Q2

f74'&&#X '0=;/,%7%(* ',,;H6,7 ,. 5.HH4(%5',; ' H;77'*; -/.H ,+; H'/N;,;/ 'E.4, ,+;

E/'(02 <( %(,;/;7,%(* 0;-%(%,%.( .- ' E/'(0 %7 ],+; ;77;(5; ./ 6/.H%7; ,+', ' 6/.045,X 7;/=%5;

./ 5.H6'(# R%&& 0;&%=;/ ./ E; ;O6;/%;(5;0 E# ' E4#;/^ P-%(0 .4, H./; .(Z

RRR26;/74'7%=;E/'(0725.HQ2 F+; E/'(0 R%&&X .- 5.4/7;X +'=; ;&;H;(,7 745+ '7 ' 0%7,%(5,%=;

0;7%*(X 7#HE.&X ,#6;-'5;X 5.&.4/%(* ./ 5.HE%(',%.( .- ,+;7;X ,+', R%&& +;&6 ,. 5/;',; '

6/.045, ,+', %7 0%7,%(*4%7+'E&; -/.H %,7 5.H6;,%,./72 F+%(N .- g%N;X dMIX ,+; Y./&0 Y%&0&%-;

M4(0X '(0 M%/7, g',%.('& "'(N2 F+;7; E/'(07 '/; '&& =%74'&&# 0%7,%(*4%7+'E&; -/.H ;'5+ .,+;/2

B( /;&',;0 -%;&07X ,+%(N .- ,+; 0%--;/;(5;7 %( '0=;/,%7%(* 6/;7;(,',%.( E;,R;;( 5.H6;,%(*

E/'(07 &%N; Mg" '(0 A,'(0'/0 "'(N2 Y%,+.4, 7;;%(* ,+; ('H;7 .- ;%,+;/ E'(N .( ,+;

'0=;/,%7%(* H',;/%'&X #.4 R.4&0 7,%&& E; 'E&; ,. ,;&& R+%5+ '0 R'7 -./ A,'(0'/0 "'(NX '(0

R+%5+ R'7 -./ Mg"2 F+%7 %7 04; ,. ,+; 4(%U4; E/'(0%(* .- ;'5+ 5.H6'(#2 "/'(0%(* R%&& E;

0%75477;0 %( H./; 0;,'%& %( H.04&; >2

<0=;/,%7%(* 474'&&# ;O6;5,7 ,. '5+%;=; 7.H; -./H .- E;+'=%.4/ 5+'(*; %( ,+; 5.(74H;/c '

7'&;X ' 5+'(*; %( ',,%,40;X ,+; '00%,%.( .- ,+', E/'(0 ,. ' H;(,'& 7+.66%(* &%7, P'&7. /;-;//;0

,. '7 ,+; ;=.N;0 7;,QX ' 5+'(*; %( 6;/5;6,%.(X ,+; '00%,%.( .- N(.R&;0*; ;,52 <0=;/,%7%(* %7

'&7. '( .(V*.%(* 0%'&.*4; E;,R;;( E/'(0 '(0 5.(74H;/ R%,+ ' =%;R ,. E4%&0%(* '( .(V*.%(*

/;&',%.(7+%6 E;,R;;( ,+;H2

Y+', %7 ,+; H'%( 64/6.7; .- '0=;/,%7%(*S <&& '0=;/,%7%(* %7 %(,;(0;0 ,. E; 6;/74'7%=;X ,.

%(-./H ./ ,. /;H%(02

?2) R&.707%7-0 -. @5A&'%7170<

<0=;/,%7%(* %7 0;-%(;0 '7Z

32  F+; '5, ./ 6/'5,%5; .- 5'&&%(* 64E&%5 ',,;(,%.( ,. .(;e7 6/.045,X  7;/=%5;X (;;0X ;,52X

;76;5%'&&# E# 6'%0 '((.4(5;H;(,7 %(  (;R76'6;/7 '(0 H'*'W%(;7X .=;/ /'0%. ./

,;&;=%7%.(X .( E%&&E.'/07X ;,52Z ,. *;, H./; 547,.H;/7 E# '0=;/,%7%(*.

12  D'%0 '((.4(5;H;(,7c '0=;/,%7;H;(,72

92  F+; 6/.-;77%.( .-  6&'((%(*X 0;7%*(%(*X '(0 R/%,%(* '0=;/,%7;H;(,72

A;; ,+; 0;-%(%,%.( .- '0=;/,%7;H;(,7 ',Z

+,,6Zhh0%5,%.('/#2/;-;/;(5;25.HhE/.R7;h'0=;/,%7;H;(, 2

F+;/; '/; 7;=;/'& 5.H6.(;(,7 .- <0=;/,%7%(*Z

<0=;/,%7%(* %7Z

•  < -./H .- (.(V6;/7.('& 5.HH4(%5',%.(

Page 7: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 7/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

•  D4/6.7;-4&&# 7,/45,4/;0 '(0 5.H6.7;0

•  D'%0 -./ P%( H.7, 5'7;7Q

•  I;(,/'&&# 'E.4, 6/.045,7X 7;/=%5;7X %0;.&.*%;7 P%, %7 6/%H'/%&# 'E.4, R+', %7 E;%(*

7.&0Q

•  $;(;/'&&# 6;/74'7%=;

•  );&;'7;0 E# 76.(7./7 ,+/.4*+ H;0%' 5+'((;&7

<(# 6'%0V-./ 5.HH4(%5',%.( %7 .- 5.4/7; =;/# 7,/45,4/;0Z B, %7 0;;6&# ,+.4*+, ,+/.4*+X

0%75477;0X '('&#7;0X '(0 -/;U4;(,&# /;7;'/5+;0 E;-./; %, /;'5+;7 ,+; 5.(74H;/2

F+; 5.(74H;/ '40%;(5; %7 7;*H;(,;0 '(0 ;O'H%(;0 '(0 ,+;( 5'/;-4&&# 0;-%(;0Z '0=;/,%7%(*%7 ' H;'(7 ,. 5.HH4(%5',; R%,+ ' E/'(0`7 7;&;5,;0 ,'/*;, H'/N;,X ;( H'77; ./ %(0%=%04'&&#2

F+%7 7;*H;(,',%.( R%&& '&7. +'=; ' E;'/%(* .( +.R ,+; H;77'*; %7 0;&%=;/;0X '(0 R+;/; ,+;

H;77'*; %7 6&'5;0 PH;0%'Q2

<0=;/,%7%(* %7 ,+;( 0;7%*(;0X ;H6&.#%(* &'(*4'*;X H47%5 '(0 =%74'& ;&;H;(,7 ,+', R%&& E;

/;&;='(, ,. ,+', 76;5%-%5 '40%;(5;2

B, '&7. %7 0;7%*(;0 '(0 6/.045;0 ,. .6,%H%7; %,7 ;--;5,%=;(;77 %( ,+; 5+.7;( H;0%' =;+%5&;X

'55./0%(* ,. 7%W;7X 5.&.4/7X &'(*4'*;7X 5.7,7 '(0 5.(74H6,%.( +'E%,72

K.7, '0=;/,%7%(* %7 6'%0 -./X E4, 7.H; %7(`,Z 7.H; 5+'/%,%;7 0.(e, 6'#X '(0 7.H; '0=;/,%7%(*

./ E/'(0 '5,%=%,# R%&& *;(;/',; -/;; '0=;/,%7%(* ,+/.4*+ %,7 '5,%=%,%;72

<0=;/,%7%(* %7 H;77'*%(* ,+', %7 E/.4*+, ,. #.4 E# 5&;'/&# %0;(,%-%;0 76.(7./7 P,+; E/'(0

.R(;/Q2

82 9"#% 71 #5A&'%71&5>

<0=;/,%7%(* 5'( E; 47;0 ,. 5.HH4(%5',; ,+; E;(;-%,7 ./ -;',4/;7 .-Z

•  $..07 P;2*2 /'R H',;/%'&7Q

•  D/.045,7 ./ "/'(07 P;2*2 R+;;& E;'/%(*7c iKi R'7+%(* 6.R0;/Q

•  A;/=%5;7 P;2*2 <55.4(,%(* ./ &'R -%/H7X +'%/0/;77%(* 7'&.(7Q

•  B0;.&.*%;7 P;2* /;&%*%.(X 6/.V5+.%5;X *4( 5.(,/.&Q

•  D4E&%5 A;/=%5; H;77'*;7 P;2* A'=; ,+; )+%(.X Y'7+ #.4/ +'(07Q

";&.R '/; ' -;R ;O'H6&;7 .- '0=;/,%7;H;(,7 %( ,+; '-./;H;(,%.(;0 5',;*./%;72

Page 8: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 8/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

82) S--51

T7<6'& )O F+%7 R;E&%7,%(* .( +,,6ZhhRRR2'*/%7;;N25.Hh7'&;h;h<*VD/.045,7hD&'(,hI;/;'&hA,/'RV

"'&;hY+;',h 7+.R7 ' 64/; *..0 -./ 7'&;2 g. E/'(0%(*X (. 0%--;/;(,%',%.(X E4, %, %7 7,%&& '0=;/,%7%(*X -./

5.HH;/5%'& %(,;(,2

823 Q'#051

T7<6'& 3O < 6/%(, '0 -./ ,+; iKi E/'(0 .- R'7+%(* 6.R0;/2 F+%7 6/%(, '0 '66;'/;0 '7 ' 6'/, .- ,+;%/

]0%/, %7 *..0^ 5'H6'%*( PA.4/5;Z +,,6Zhh3T'(0825.Hh1T31hT@hT1h7'(0V754&6,4/;V.H.V6/%(,V'07h Q2 

82? M&'A7/&1

T7<6'& ?O < 6/%(, '0=;/,%7;H;(, -./ :G[ 5.4/%;/ 7;/=%5; PA.4/5;Z+,,6ZhhRRR25.&./%E4725.Hh'07'/5+%=;h6/%(,7h0+&V5.4/%;/V7;/=%5;V-./,4(;V='7;V@??8>88h Q2

Page 9: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 9/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

828 45&-,-<7&1

T7<6'& 8O < 5.(,/.=;/7%'& '0 -/.H ,+; g',%.('& )%-&; <77.5%',%.( P-/.H ,+; f(%,;0 A,',;7Q %7 4(0;/

',,'5N -./ ,'/*;,%(* D/;7%0;(, "'/'5N iE'H'e7 0'4*+,;/72 F+; '0 5'&&7 iE'H' '( _;&%,%7,

+#6.5/%,;_ -./ (., ;HE/'5%(* '/H;0 *4'/07 %( 75+..&7 '5/.77 <H;/%5'X R+;( +%7 0'4*+,;/7 '/;

6/.,;5,;0 E# '/H;0 A;5/;, A;/=%5; '*;(,7 ', ,+;%/ 75+..&72 F+%7 %7 '( ;O'H6&; .- '( '0=;/,%7;H;(, -./

' 6'/,%54&'/ %0;.&.*# PA.4/5;Z +,,6ZhhRRR247',.0'#25.Hh7,./#h(;R7h6.&%,%57h1T39hT3h3>h.E'H'V

(/'V*4(V5.(,/.&V6.&%,%5'&V'07h3@9CCL8h Q2

82D P6+,7/ 1&'A7/&

•  F.67# M.4(0',%.( <%07 '0 P6&;'7; 5&%5N &%(N ,. =%;RQZ  F+%7 ;O'H6&; '00/;77;7 ,+;

(;;0 -./ ,+; F.67# M.4(0',%.( ,. /'%7; -4(07 ,. +;&6 %( %,7 R./N R%,+ GBb <B:A

6',%;(,72 G.R;=;/X ,+; H'%( '%H .- ,+; '0 %7 ,. '00/;77 ,+; H#,+ ,+', '(,%V

/;,/.=%/'&7 '/; %( -'5, 0'H'*%(* '(0 0.(e, R./N2

•  f(%5;- F'6 D/.j;5, 1TTL P6&;'7; 5&%5N &%(N ,. =%;RQZ  F+%7 %7 ' */;', ;O'H6&; .- ,+;

6.R;/ .- '0=;/,%7%(*2 B, +'7 5/;',;0 ='&4; -./ 7.H;,+%(* ,+', %7 '5,4'&&# -/;;2 F+;

6/.j;5, '7N7 6;.6&; R+. R.4&0 (./H'&&# (., 6'# '(#,+%(* -./ ' *&'77 .- R',;/ %( '

/;7,'4/'(, ,. 6'# k3X R+%5+ %7 ,+;( 47;0 ,. *%=; 5&;'( 0/%(N%(* R',;/ ,. 5+%&0/;( %(

,+; 0;=;&.6%(* R./&02

•  Y./&0 Y%&0&%-; M4(0Z

Page 10: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 10/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

T7<6'& DO D/%(, '07 -./ ,+; YYMX R%,+ ,+; ,'*&%(;Z ]F+.47'(07 .- #;'/7 .- ;=.&4,%.( 7+.4&0 (., ;(0 46

E;%(* ' 5&.,+X ' 7.46 ./ ' 7.4=;(%/^ PA.4/5;Z +,,6ZhhRRR20;7%*(7R'(25.Hh'/5+%=;7h,.45+%(*V64E&%5V

7;/=%5;V'07V0;7%*(2+,H&Q2 

D2 E-F 5-&1 @5A&'%7170< F-';>

F+; *.'&7 .- '0=;/,%7%(* '(0 H'/N;,%(* 5.HH4(%5',%.( '/;Z

F. %(-./HX /;H%(0 ./ 6;/74'0; 5.(74H;/7 ,+', ,+.7; *..07X 7;/=%5;7 ./ %0;.&.*%;7 '/;

'='%&'E&; ,. 7',%7-# ,+;%/ (;;07 ./ R'(,72

<0=;/,%7%(* %7 ,+; 5/;',%=; ;O6/;77%.( .- ,+; H'/N;,%(* .Ej;5,%=;X %( .,+;/ R./07Z R+', 0.;7

,+; E47%(;77 ./ ./*'(%7',%.( R'(, ,. '5+%;=;S Y+', 0.;7 %, R'(, %,7 547,.H;/7 ,. N(.RX ,.

,+%(NX ,. 0.X ,. -;;&S

F+;/; '/; H'(# 0%--;/;(, ,#6;7 .- '0=;/,%7%(* ,+', K'/I.H 5'( 4,%&%7; '(0 7.H;,%H;7 .(;

E/'(0 R%&& 47; '&& .- ,+;H2 K.7, E47%(;77;7 +'=; H'(# 0%--;/;(, ,#6;7 .- ,'/*;, '40%;(5;7X

'(0 0%--;/;(, '0=;/,%7%(* ,;5+(%U4;7 R%&& +'=; E;,,;/ ;--;5,%=;(;77 ,. 7.H; ,+'( .,+;/72

I.(7%7,;(5# %7 N;#2 );H;HE;/ \ %,`7 5'&&;0 B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.(2

F+; *.'&7 .- '0=;/,%7%(* 0%--;/ 0;6;(0%(* .( R+', ,+; K'/N;,;/ %7 '%H%(* ,. '5+%;=;2

F+; -%=; E'7%5 7,;67 .- '0=;/,%7%(* '/;Z

32  <R'/;(;77

12  I.H6/;+;(7%.(

92  I.(=%5,%.(

?2  :;7%/;

82  <5,%.(

F+;7; 7,;67 R%&& E; 0%75477;0 %( H./; 0;,'%& &',;/ %( ,+%7 5.4/7;2

Page 11: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 11/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

B2 E-F :#';&%70< 61&1 /-==607/#%7-0

l.4 '&/;'0# N(.R ,+', K'/N;,%(* %7Z

•  F+; 6/.5;77 .- 6&'((%(* '(0 ;O;54,%(* 5.(5;6,7X 6/%5%(*X 0%7,/%E4,%.( '(0

6/.H.,%.( .- %0;'7X *..07 '(0 7;/=%5;7X

•  F. 5/;',; ;O5+'(*;7 ,+', 7',%7-# ,+; 6;/5;%=;0 (;;07X R'(,7 '(0 .Ej;5,%=;7 .-

%(0%=%04'&7 '(0 ./*'(%7',%.(72

F+; .=;/'&& K'/N;,%(* *.'& %( ' 5.HH;/5%'& E47%(;77 %7 ,. H'N; ' 6/.-%, E# 6/.=%0%(* *..07

,. 5.(74H;/72 K'/N;,%(* %7 %( -'5, ,+; .(&# -4(5,%.( R%,+%( ' E47%(;77 ,+', +'7 6/.-%,

,'/*;,72 I.HH4(%5',%.( %7 =%,'& %( ./0;/ ,. 7',%7-# ,+; H'/N;,%(* .Ej;5,%=;72

F. 4(0;/7,'(0 E47%(;77 5.HH4(%5',%.(X %, %7 %H6./,'(, ,. &..N ', +.R +4H'(7

5.HH4(%5',; R%,+ ;'5+ .,+;/2

B2) *"& E6=#0 !-==607/#%7-0 P'-/&11

B( '(# ,#6; .- 5.HH4(%5',%.(X ,+;/; '/; ' (4HE;/ .- 7,;67Z

F+; A.4/5; P6;/7.(QZ

32  M./H4&',;7 '( %0;'

12  J(5.0;7 %, '7 ' K;77'*;

92  A;(07 %, =%' ' I+'((;& ,. '(.,+;/ 6;/7.(X

F+%7 .,+;/ 6;/7.(X N(.R( '7 ,+; );5;%=;/Z

32  :;5.0;7 ,+; H;77'*;X '(0

12  A;(07 -;;0E'5N2

T7<6'& BO F+; G4H'( I.HH4(%5',%.( D/.5;772

Page 12: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 12/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

B23 *"& @5A&'%7170< !-==607/#%7-0 P'-/&11

F+; <0=;/,%7%(* I.HH4(%5',%.( D/.5;77 %7 7&%*+,&# H./; 5.H6&;O ,+', ,+; G4H'(

I.HH4(%5',%.( D/.5;772 

T7<6'& CO F+; A,;/( K.0;& .- I.HH4(%5',%.(2

"'/E'/' A,;/(X ', )4,*;/7 f(%=;/7%,# %( ,+; fA<X 0;=;&.6;0 ' H./; 7.6+%7,%5',;0

5.HH4(%5',%.( 6/.5;77 H.0;& -./ '0=;/,%7%(* PA,;/( K.0;&Q ,+', %7 %&&47,/',;0 'E.=;2 A+;

+'7 0;-%(;0 '0=;/,%7%(* '7 ]5.H6.7;0 5.HH;/5%'& ,;O,^ /',+;/ ,+'( %(-./H'& 76;;5+2 A+;

/;5.*(%7;7 ,+', %( '0=;/,%7%(*X ,+; 7.4/5;X H;77'*; '(0 /;5;%=;/ '&& +'=; H4&,%6&;

0%H;(7%.(72

A.H; .- ,+;7; 0%H;(7%.(7 ;O%7, %( ,+; /;'& R./&0c .,+;/7 ;O%7, .( ' 0%--;/;(, &;=;& .-

/;'&%,#m' =%/,4'& R./&0 R%,+%( ,+; ,;O, .- ,+; '0=;/,%7%(* H;77'*; %,7;&-2

B- ,+; A,;/( K.0;& %7 '66&%;0 ,. '0=;/,%7%(*X #.4 5.4&0 (.,; ,+', ,+; A.4/5; %7 ,+; A6.(7./

PE/'(0 .R(;/QX ,+; H;77'*; %7 ,+; '0 P%( R+%5+;=;/ -./HQX ,+; 5+'((;& %7 ,+; H;0%4HX ,+;

);5;%=;/ %7 ,+; 5.(74H;/ ./ 6.,;(,%'& 5.(74H;/X '(0 ,+; (.%7; %7 ,+; 5&4,,;/ .- 5.H6;,%,./7

'0=;/,%7%(* '(0 .,+;/ ;(,;/,'%(H;(, %( ,+; H;0%'2 G.R;=;/X ,+;/; '/; .,+;/ '/;'7 ,+', R;

(;;0 ,. 5.(7%0;/ %( /;&',%(* ,+%7 ,. '0=;/,%7%(*2

B2323 M-6'/&

Y+', ,+; A,;/( K.0;& %&&47,/',;7 %7 ,+', ,+; 7.4/5; %7 (., '&R'#7 ,+; '4,+./ .- ,+; H;77'*;X

'(0 ,+; 5/;',./ .- ,+; H;77'*; %7 %( -'5, %(=%7%E&; ,. ,+; /;5;%=;/2 F+%7 76.(7./ +'7 ' &;*'&

.E&%*',%.( ,. E; ,/4,+-4&X '(0 ;(74/; ,+', ,+; H;77'*; %7 5'/;-4&&# 0;7%*(;0 -./ H'O%H4H

;--;5,%=;(;772 F+; '0=;/,%7;/ ./ E/'(0 .R(;/ %7 ,+; A6.(7./X '(0 5.HH4(%5',;7 ,+;

.Ej;5,%=; ,. '( '0=;/,%7%(* '*;(5#2 A. ,+; '0=;/,%7%(* '*;(5# 5/;',;7 ,+; K;77'*; P'0X

R;E7%,;X E/.5+4/;Q2

B232? U0/-570<

F+; '0 '*;(5# '%H7 ,. ,/'(7-./H ,+; A6.(7./`7 /;U4%/;0 H;77'*; %(,. ',,;(,%.(V*;,,%(*'0=;/,%7;H;(,7 0;7%*(;0 -./ ='/%.47 H;0%' P,;&;=%7%.(X /'0%.X H'*'W%(;7X '(0 .,+;/7Q2 F+;7;

Page 13: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 13/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

5/;',./7 H%*+, E; '/, 0%/;5,./7 '(0 5.6#R/%,;/7X R;E 0;7%*(;/7 ./ */'6+%5 0;7%*(;/7Z ,+;#

'/; ,+; <4,+./7X '(0 ,+%7 %7 ,+; J(5.0%(* 6/.5;772

F+; A,;/( H.0;& 0;=;&.6;0 ,+; %0;' .- ,+; H;77'*; E;%(* ;(5.0;0 %( ='/%.47 -./H7X R+%5+5/;',; ' 6;/7.(' R+. 0;&%=;/7 ,+; H;77'*;X R+. E;5.H;7 ' /;'& ./ %H'*%('/# 76.N;76;/7.(

-./ ,+; A6.(7./2

Y%,+%( ,+; '0X ,+;/; %7 ' /;'& ./ %H'*%('/# 76.N;76;/7.( P' 6;/7.('Q R+. 5/;',;7 ' =.%5; ./

,.(; ,. ,+; '0 ./ 5.HH;/5%'&2 F. ,+; 5.(74H;/X ,+%7 6;/7.('X R+. /;6/;7;(,7 ,+; A6.(7./X

%7 ,+; A.4/5; .- ,+; H;77'*;2 "4, ,+; 6;/7.('`7 =%;R7 '(0 7,',;H;(,7 '/; .- 5.4/7; (.,

/;'&Z ,+;# '/; 5/'-,;0 E# ,+; '0`7 5/;',./7 '(0 '4,+./7 -./ ,+; 7.&; 64/6.7; .- *;,,%(* ,+;

H;77'*; '5/.772 F+%7 =%;R ;O%7,7 .(&# %( ,+; =%/,4'& R./&0 .- ,+; '02

B2328 :&11#<&

F+;/; '/; 0%--;/;(, H;,+.0.&.*%;7 -./ *;,,%(* ' H;77'*; '5/.77X -/.H ,+; A.4/5; ,. ,+;

);5;%=;/2

A,;/( %0;(,%-%;0 ,+/;; 7,#&;7 P./ H;77'*; 0%H;(7%.(7Q ,+', /;&# .( &%,;/'/# -./H7Z

32  <4,.E%.*/'6+#

12  g'//',%=;

92  :/'H'

B( '4,.E%.*/'6+%5'& H;77'*;7X ]B^ ,;&& ' 7,./# 'E.4, H#7;&- ,. ]#.4X^ ,+; %H'*%('/# '40%;(5;;'=;70/.66%(* .( H# 6/%=',; 6;/7.('& ;O6;/%;(5;2

T7<6'& HO B( ,+%7 6/%(, '0X ,+; H.0;& PJ=' [.(*./%'Q '5,7 '7 ,+; ]B^X ,;&&%(* ]#.4^X ,+; 5.(74H;/X 'E.4,

,+; 6/.045, ,+/.4*+ +;/ ;O6;/%;(5; .- ,+; 6/.045, PA.4/5;Z

+,,6ZhhRRR2=%7%,?'0725.Hh'0=;/,h[i/;'&VJO5;&&V3TVI/;H;VI.&.4/'(,V[i/;'&VG'%/VD/.045,7V

)'(*;h>3?C>Q2

<( ;O'H6&; .- ' ,;&;=%7%.( '0 ,+', ;H6&.#7 ,+%7 ,;5+(%U4; %7 ,+%7 A'(&'H 5.HH;/5%'&X %(

R+%5+ ";( d%(*7&;# '00/;77;7 ,+; '40%;(5;2 < ('//',%=; 7,#&; %7 R+;( ' ,+%/0V6;/7.(

6;/7.(' ,;&&7 ' 7,./# 'E.4, .,+;/7 ,. '( %H'*%(;0 '40%;(5;2

<(.,+;/ ,;&;=%7%.( '0 ;O'H6&; %7 <&&'( $/'#`7 n'H;7 :;'( '0X R+%5+ '7N7 ,+; '40%;(5; ,.%H'*%(; R+', n'H;7 :;'( 5.4&0 +'=; '5+%;=;0 %- +; +'0 74/=%=;0 +%7 5'/ 5/'7+2

Page 14: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 14/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

<&&'( $/'#`7 ]";'4,%-4&^ '0 0;H.(7,/',;7 ,+; R%70.H .- 7,'#%(* ,/4; ,. 7.H;,+%(* P./ %(

,+%7 5'7; \ 7.H;.(;Q R%,+ -4,4/; 6.,;(,%'&2 F+; 7,./# %7 ;(,%/;&# 0/'H',%5X ;=;( ,. ,+;

;O,;(, ,+', %7 %( '(.,+;/ &'(*4'*;2

T7<6'& KO I'6; F%H;7 6/%(, '0 ]"/%(*%(* ,+; (;R7 ,. &%-; ;=;/# R;;N0'# H./(%(* 7%(5; 3@L>^ PA.4/5;Z

+,,6ZhhRRR25+;//#-&'='25.Hh5+;//#-&'='h1T31hT8h5'6;V,%H;7VE/%(*%(*V(;R7V,.V&%-;V%(V902+,H& Q2

F+; '4,+./7 (;;0 ,. E; 'R'/; .- R+. ,+;# '/; ',,;H6,%(* ,. /;'5+ P);5;%=;/7Q '(0 R+',

7,#&; R.4&0 E; H.7, ;--;5,%=;X *%=;( ,+; ,'/*;, '40%;(5;X ,+; H;0%'h5+'((;&X '(0 ,+;7.4/5; PE/'(0Q2 F+; -./H', H'# E; ' 0/'H',%5 9TV7;5.(0 Fb 5.HH;/5%'&c '(

'4,.E%.*/'6+%5'&X -4&&V6'*;X E&'5NV'(0VR+%,; H'*'W%(; '0c ' 5.&.4/-4&X ('//',%=; E/.5+4/;c

./ ' H4&,%6'*; %(,;/(;, R;E7%,; ,+', ;H6&.#7 ' ='/%;,# .- H;77'*; 7,#&;72

B232D V&/&7A&'

<55./0%(* ,. A,;/(X );5;%=;/ :%H;(7%.(7 '/; 76&%, %(,. ,+/;; 5',;*./%;7Z

32  BH6&%;0

12  A6.(7./%'&

92  <5,4'& I.(74H;/7

B( '00%,%.(X ,+; /;5;%=;/7 '/; (4H;/.47X '(0 '/; (., .(&# &%H%,;0 ,. j47, ,+; '5,4'&

5.(74H;/72

BH6&%;0 5.(74H;/7 '/; ,+.7; R+. '/; %H'*%(;0 E# ,+; '0`7 5/;',./7 ,. E; %0;'& 5.(74H;/7

R+. R%&& /;&',; ,. ,+; H;77'*; '(0 E; 6;/74'0;0 ,. E;+'=; %( ,+; R'# ,+; '0 /;U4%/;7

,+;H ,.2 F+%7 %7 H.7, &%N;&# ,+; */.46 .- 5.(74H;/7 R+. +'=; E;;( %0;(,%-%;0 '7 ,+; 5./;

,'/*;, '40%;(5; %( ,+; 5/;',%=; E/%;- ,. ,+; '0 '*;(5# '4,+./72

Page 15: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 15/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

G.R;=;/X ,+; -%/7, '40%;(5; %(5&40;7 ,+; N;# 0;5%7%.(VH'N;/7 ', ,+; 76.(7./`7 5.H6'(# ./

./*'(%7',%.(2 F+;7; 76.(7./%'& 5.(74H;/7 '/; ,+; 7.V5'&&;0 ]*',;N;;6;/7^ R+. 0;5%0;

R+;,+;/ ./ (., ,. '66/.=; ,+; '02

A+.4&0 ,+; '0 *;, ,+; *. '+;'0X ,+; H;77'*; %7 -%('&&# ;O6.7;0 P'-,;/ 6/.045,%.(Q '(0 H;0%'

5+.%5;7X ,. ,+; '5,4'& 5.(74H;/72 F+;# '/; .(&# (.R ,+; ;U4%='&;(, ,. ,+; /;5;%=;/ %( ./'&

5.HH4(%5',%.(7X 6;.6&; %( ,+; /;'& R./&0 R+. +.6;-4&&# 5.H6/%7; ,+; '0`7 ,'/*;, '40%;(5;2

F+;# '/; ,+; 6;.6&; ,. R+.H ,+; 76.(7./`7 P'(0 '4,+./`7Q H;77'*; %7 4&,%H',;&# 0%/;5,;02

T7<6'& )GO :.=; +'7 ,'N;( ' /%7N# '66/.'5+ %( .=;/,&# %0;(,%-#%(* R%,+ %,7 '5,4'& 5.(74H;/7X R%,+ %,7

=%;R ,+', ]/;'& E;'4,# %7 /;'&^X 5+'&&;(*%(* ,+; 7,;/;.,#6;7 %( ,+; E;'4,# '0=;/,%7%(* E47%(;77

PA.4/5;Z +,,6ZhhW'2'0-./4H25.Hh'R'/0h7+.R5'7;h>>8T>31h1TT8h'0h?89?> Q2

F+; 5+'&&;(*; %( 7;&&%(* '( '0=;/,%7%(* %0;' ,. ' H'/N;,%(* ;O;54,%=; ./ ,+;%/ ".'/0 %7 ,+',

'5,4'& 5.(74H;/7 0. (., 474'&&# ,+%(N ./ E;+'=; ,+; 7'H; '7 ,+; %H6&%;0 5.(74H;/X ./ ;=;(

,+; 76.(7./%'& 5.(74H;/2 F+47X ,+; '0=;/,%7;/ P'(0 ,+; 5/;',%=; ,;'HQ H47, E; 5.(5;/(;0

'E.4, +.R ,+; '5,4'& 5.(74H;/ R%&& 0;5.0;X ./ %(,;/6/;,X ,+; H;77'*;2

B232B !"#00&,

<00%(* ,. +.R ' H;77'*; %7 /;5;%=;0 %7 .- 5.4/7; ,+; 5+.%5; .- 5+'((;& %( R+%5+ ,+;

H;77'*; %7 6/;7;(,;0X %2; ,+; H;0%' 5+.%5;2

K;0%' %7 5+.7;( E'7;0 .( ,+; '5,4'& ,'/*;, '40%;(5;`7 H;0%' +'E%,7X '(0 ,+; E;7, R'# ,.

/;'5+ ,+;H2 Y%,+ 5+'((;&7 .6;(%(* 46 ,.0'# '7 ,+;# +'=;X ,+; H;77'*; H'# E; 75/;;(;0

.( ' FbX %, H'# E; /;'0 .( ' H.E%&; 6+.(;X %, H'# E; +;'/0 .( ' 6.05'7,X ./ '5/.77 '

H4&,%,40; .- 0%--;/;(, H;0%'2

B232C R&/-570<

:;5.0%(* .554/7 R+;( ,+; H;77'*; /;'5+;7 .(; ./ H./; .- ,+; );5;%=;/e7 7;(7;72

I.(74H;/7 E.,+ +;'/ '(0 7;; ,;&;=%7%.( '072 i,+;/ 5.(74H;/7 +'(0&; P,.45+Q '(0 /;'0

P7;;Q ' E/.5+4/;2 F. H'N; ,+%(*7 +'/0;/X ,+; H;77'*; %7 (., '&R'#7 0;5.0;0 %( ,+; H'((;/

%(,;(0;02

Page 16: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 16/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

Y+;( ,+; '5,4'& ,'/*;, '40%;(5; ;(5.4(,;/7 ,+; '0=;/,%7;H;(, '(0 0;5.0;7 %,X ,+%7 %7 R+',

4&,%H',;&# 0;5%0;7 ,+; 0;*/;; ,. R+%5+ ,+; '0=;/,%7;/e7 .Ej;5,%=;7 '/; -4&-%&&;02

B( .,+;/ R./07X %- ,+; '0 %7 5.//;5,&# 0;5.0;0 %( ,+; H'((;/ %( R+%5+ ,+; '0=;/,%7;/%(,;(0;0X ,+;/; %7 ' *..0 5+'(5; ,+', ,+; .Ej;5,%=;7 -./ ,+; 5'H6'%*( R%&& E; '5+%;=;02

M./ ;O'H6&;X dMI +'7 ' 6/.045, 5'&&;0 ]<00 G.6;^X R+%5+ 0.(',;7 )1 ,. -;;0 +4(*/#

5+%&0/;(2 F+; H;77'*; %7 7%H6&; '(0X %- ,+; 5.(74H;/ 0;5.0;7 %, '(0 %(,;/6/;,7 %, ,. H;'(

,+', E# ./0;/%(* ,+', H;'&X ,+;# 5'( 0.(',; H.(;# ,. ' -;;0%(* 6/.*/'HH;X ,+;( dMI R%&&

+'=; '5+%;=;0 ,+;%/ '0=;/,%7%(* .Ej;5,%=;2 Y',5+ ,+; '0 +;/;Z +,,6Zhh#.4,42E;h0#>&O9d,?oB  

T7<6'& ))O F+; dMI ]<00 G.6;^ 5'H6'%*( PA.4/5;Z

+,,6ZhhRRR264E&%5%,#460',;25.2W'hS%07,./#p93?LC Q

B( E.,+ ,+; I+'((;& '(0 ,+; :;5.0%(* 7,;6X ,+;/; %7 (.%7;Z ,+; 5&4,,;/ .- 5.H6;,%,./7` '07X

.,+;/ ;(,;/,'%(H;(, ;,52 F+;/; %7 '&7. (.%7; -/.H .,+;/ 6;.6&; #.4 ,/47,X -/.H 6;.6&; #.4

N(.R R;&&X ,. 6;.6&; R+.7; .6%(%.(7 #.4 ='&4;X R+;( ,+;# 0%76;(7; ,+;%/ '0=%5; ./

74**;7,%.(72 ";5'47; .- ,+%7 %(,;/('& '(0 ;O,;/('& (.%7;X ,+; '0=;/,%7%(* '*;(5# '%H7 ,.

;5&%67; ,+;H ,+/.4*+ ,;5+(%U4;7 ,+', H'N; ,+; 5.(74H;/ -.547 .( ,+; '5,4'& '0=;/,%7%(*

H;77'*;2 F+%7 %7 .-,;( /;-;//;0 ,. '7 ]E/;'N,+/.4*+^ '0=;/,%7%(*2

B232H T&&5+#/;

M;;0E'5N %7 ;77;(,%'& %( ,+; '0=;/,%7%(* 6/.5;77X E;5'47; %, %7 +.R ,+; A6.(7./ N(.R7

R+;,+;/ ,+; H;77'*; +'7 E;;( /;5;%=;0 '(0 0;5.0;0 5.//;5,&#X '(0 R+;,+;/ ,+; .Ej;5,%=;7

+'=; E;;( '5+%;=;02 J=;( %- ,+; -;;0E'5N %7 (;*',%=; ./ 0%7'66.%(,%(*&# &.RX %, ;('E&;7 ,+;

A6.(7./ ,. '0'6, ,+; H;77'*%(* '(0 ,/# '*'%(2

M;;0E'5N ;H6&.#7 ' 7;(0;/\H;77'*;\/;5;%=;/ 6',,;/(X '(0 %7 ,+;( 0%/;5,;0 -/.H ,+;

/;5;%=;/ E'5N ,. ,+; 7.4/5;2

B( '0=;/,%7%(*X -;;0E'5N 5'( ,'N; H'(# -./H7X %(5&40%(*Z

•  B(5/;'7;0 ./ 0;5/;'7;0 7'&;7

Page 17: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 17/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

•  D+.(; %(U4%/%;7

•  b%7%,7 ,. ' ,+; 0;'&;/

  );U4;7,7 -./ H./; %(-./H',%.(•  Y;E7%,; %(U4%/%;7

<&,+.4*+ H'/N;,%(* 5.HH4(%5',%.(7 '(0 '0=;/,%7%(* R'7 ,/'0%,%.('&&# ' .(;VR'# H;0%4HX

R%,+ ,+; .(&# -;;0E'5N E;%(* 7'&;7X ./0;/7X /;0;H6,%.( .- 5.46.(7X ;,52 R%,+ (;R

,;5+(.&.*#X '40%;(5;7 .- '0=;/,%7%(* '/; (. &.(*;/ j47, 6'77%=; /;5;%=;/7 .- %H6;/7.('& H'77

H;77'*;72 Y%,+ ,+; */.R,+ .- %(,;/'5,%=; H;0%' 745+ '7 ,+; B(,;/(;,X ,+;# 5'( *%=;

%(7,'(,'(;.47X /;'&V,%H; -;;0E'5N .( ,+; 7'H; 5+'((;& 47;0 E# ,+; ./%*%('& H;77'*;

7;(0;/2

M./ ;O'H6&;X ,;5+(.&.*%;7 '/; /;'0%&# '='%&'E&; ,. ;('E&; ' ,;&;=%7%.( =%;R;/ ,. 5&%5N '

E4,,.( ,. /;U4;7, H./; 0;,'%&7 .( ' 6/.045, 7;;( .( ,+;%/ -'=.4/%,; Fb 6/.*/'H2 B( -'5,X %, %7

;O6;5,;0 ,+', .=;/ ,+; (;O, 3T ,. 1T #;'/7X '0=;/,%7%(* R%&& H.=; 'R'# -/.H ' .(;VR'#

5.HH4(%5',%.( H.0;& '(0 E;5.H; .(; ,+', %7 +%*+&# %(,;/'5,%=;2

I.(74H;/7 5'( *%=; '&7. -;;0E'5N .- ,+;%/ .R(X 47%(* ,+;%/ .R( 5+'((;&7 ,. .,+;/

5.(74H;/7X ,+;/;E# E;5.H%(* (;R D;/7.('7q A.X R+. 0.;7 ,+; H'/N;,;/ 5+..7; '7 ,+;%/

/;5;%=;/7S Y+. 0. ,+;# '%H ,+;%/ 5.HH4(%5',%.( ',S

C2 *#'<&% =#';&%1 #05 #657&0/&1

K'/N;,;/7 R%&& E/;'N 0.R( ,+;%/ 6.,;(,%'& ,'/*;, '40%;(5;7 %(,. ='/%.47 0%--;/;(, */.467Z

•  I.(74H;/7 P47;/7X E4#;/7X %(-&4;(5;/7X ;,52Q

•  A,'N;+.&0;/7 P7+'/;+.&0;/7Q

•  K'('*;H;(,

•  $.=;/(H;(,

•  K;0%'

•  A466&%;/7 P/'R H',;/%'&X 6'5N'*%(*X 7466&%;/7X ;,52Q

•  F/'0; P/;,'%&;/7X R+.&;7'&;/7X ,'=;/( .R(;/7X ;,52Q

•  A'&;7 P.R( -./5;X E/.N;/7X 6;,/.& ',,;(0'(,7X ;,52Q

J'5+ .- ,+;7; */.467X '(0 ,+;/; H'# E; H'(# H./;X R%&& +'=; 7.H; %(-&4;(5; .( ,+;

H;77'*; '(0 ,+; 7'&;7 .- ,+; E/'(02

K5:.('&07 46+.&07 ' 7'#%(* E# ) K5d;(('X R+%5+ 7'#7Z ]H'/N;,%(* %7 ;=;/#,+%(*X '(0

;=;/#,+%(* %7 H'/N;,%(*^ \ -/.H ,+; E%&&E.'/0X ,. ,+; E.O ,+; -..0 5.H;7 %(X ,. ,+;

5&;'(&%(;77 .- ,+; ,.%&;,72

Page 18: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 18/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

:;-%(%,%.( .- "1"Z "47%(;77 7;&&%(* 6/.045,7 ./ 6/.=%0%(* 7;/=%5;7 ,. .,+;/ E47%(;77;72

"47%(;77V,.V"47%(;77 P"1"Q ./ "47%(;77V,.VI.(74H;/ P"1IQ '0=;/,%7%(* R%&& E; 47;0

0;6;(0%(* .( ,+; ,'/*;, */.462 J'5+ */.46 R%&& E; '('&#7;0 %( ,;/H7 .- ,+;%/ (;;07 '(0

R'(,7X '(0 5.HH4(%5',%.(X E.,+ H;77'*; '(0 H;0%4HX 0;7%*(;0 '(0 7;&;5,;0

'66/.6/%',;&#2

C2) R&.707%7-0 -. /-016=&' #5A&'%7170<

I.(74H;/ '0=;/,%7%(* %7 '0=;/,%7%(* R+%5+ %7 0%/;5,;0 ', ,+; 4&,%H',; E4#;/ ./ 47;/ .- '

6/.045, ./ 7;/=%5; P5.(74H;/Q2 F+%7 %7 %( 5.(,/'7, ,. '0=;/,%7%(* 0%/;5,;0 ', E47%(;77;72

<0=;/,%7;/7 &..N ,+;( ', ,+; (;;0 7,',;7X 'HE%,%.(7 '(0 0/;'H7X 54//;(, 6;/5;6,%.(7X

47'*;7 '(0 +'E%,7 .- ,+;7; 47;/7 ,. -./H 6'/, .- ,+; '('&#7%7 ,. /;'&&# 4(0;/7,'(0 R+. ,.

,'&N ,. '(0 +.R ,. ,'&N ,. ,+;H %( ' R'# ,+', %7 5&;'/X /;&;='(, '(0 %H6'5,-4&X R%,+%( '

6'/,%54&'/ 7;, .- 5.(7,/'%(,7 PE40*;,X *;.*/'6+#X &;*'&X ;,52Q2 g.,; ,+', 7.H;,%H;7 E4#;/7

'(0 47;/7 '/; (., ,+; 7'H; 6;/7.(2 M./ ;O'H6&;X 0%0 #.4 N(.R ,+', ,+; E%**;7, 64/5+'7;/7

.- H;(`7 E.0# R'7+ '/; R.H;(S

C2)2) UW#=$,&1 -. +6170&11 %- /-016=&' IQ3!J #51

T7<6'& )3O F+%7 '0 '66;'&7 ,. ,+; 5.(74H;/7 .- "KYX '7 ,+;# '66/;5%',; +./7;6.R;/2 F+; +./7;7 %(

,+%7 '0 '/; 5.(,'%(;0 R%,+%( ,+; 5'/X %H6&#%(* ,+', ,+; 5'/ +'7 ' */;', 0;'& .- +./7;6.R;/ PA.4/5;Z

+,,6ZhhRRR25.&./%E4725.Hh'07'/5+%=;h6/%(,7hEHRVO8V+./7;6.R;/V8>?CC88h Q2

T7<6'& )3O < 6/%(, 5.(74H;/ '0 -./ <76%/%(X '66;'&%(* ,. 5.(74H;/7 R+. R'(, ,. ];O,%(*4%7+^ ' -%;/#

+;'0'5+; PA.4/5;Z +,,6ZhhRRR25.&./%E4725.Hh'07'/5+%=;h6/%(,7h'76%/%(VE'#;/V-%/;V331L89T8h Q2

Page 19: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 19/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

C2)23 UW#=$,&1 -. +6170&11 %- +6170&11 IQ3QJ #51

T7<6'& )?O < E47%(;77 5'/0 -./ ' -%('(5%'& '0=%7./2 B, 5&;'/&# 0;H.(7,/',;7 +%7 7N%&&7 '(0 E;(;-%, ,. '5.H6'(# ,+', 47;7 +%7 7;/=%5;7 PA.4/5;Z +,,6Zhh5/;',%=;5/%H%('&725.Hh0%/;5,VH'/N;,%(*h-/'(5.V

5'&%*%4/%VE47%(;77V5'/0h Q2 

T7<6'& )8O <( '0 -./ ' 5/;',%=; '*;(5#X n.; D4E&%5X E'7;0 %( A.4,+ <-/%5'2 F+; '0 '*;(5# R.4&0 E;

'0=;/,%7%(* ,. *'%( ,+; ',,;(,%.( .- 6.,;(,%'& 5&%;(,7X '(0 6.,;(,%'& 7,'-- '7 R;&& '7 /;'774/%(* ;O%7,%(*

5&%;(,7 '(0 7,'-- ,+', ,+;# +'=; H'0; ,+; /%*+, 5+.%5;2

C23 E-F #'& %#'<&% #657&0/&1 #05 =#';&%1 '&#/"&5>

K'/N;,%(* I.HH4(%5',%.( '(0 <0=;/,%7%(* /;'5+;7 47 ,+/.4*+ '( ;=;/V;O6'(0%(* (;,R./N

.- 5.HH4(%5',%.( 5+'((;&7X /;-;//;0 ,. '7 ]H;0%'^2 F+;/; '/; ,+/;; E/.'0 ,#6;7 .- H;0%'X

('H;&#Z

32  ".4*+,

12  iR(;0

92  J'/(;0

Page 20: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 20/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

K.7, '0=;/,%7%(* H;0%' -'&& %(,. ,+; 1.96"(   5',;*./#X '7 ,+; H'/N;,;/ 6'#7 ,+; .R(;/ ,.

6&'5; ,+; H;77'*; %( ,+', H;0%4H2 A.X '( '0=;/,%7%(* H;0%4H %7 '(# 6'%0 H;'(7 ,. 6/;7;(,

'( '0 ,. ' ,'/*;, '40%;(5; P-./ ;O'H6&;X E.4*+,Q2

•  F/'0%,%.('& H;0%'X 7.H;,%H;7 5'&&;0 ]'E.=;V,+;V&%(;^ H;0%' %7 )'0%.X FbX

(;R76'6;/7X H'*'W%(;7X '(0 E%&&E.'/07 ./ .4,0../ '072

•  <00/;77'E&; H;0%' %7 0%/;5, H'%&X ;H'%&X 7H7X '(0 7. .(2

•  B(,;/'5,%=; H;0%' %(5&40;7 ,+; %(,;/(;,X N%.7N7X 7.5%'& (;,R./N%(*X H.E%&;X :AFbX

'(0 7. .(2

•  g.(V,/'0%,%.('& H;0%'X '&7. 5'&&;0 ]E;&.R ,+; &%(;^X 5.4&0 E; '(# H;77'*;

'(#R+;/; ,+', %7 6'%0 -./X 745+ '7 6.7,;/7 %( 7,./;X E'((;/7 .( #.4/ 7+.66%(*

,/.&&;#X E4%&0%(* R/'67X &;'-&;,7X '(0 7. .(2

F+;7; H;0%' 5'( E; 76;5%-%5 ,. *;.*/'6+# ,..Z -./ ;O'H6&;X ' &.5'& (;R76'6;/ =7 ' (',%.('&

(;R76'6;/X ./ ' *&.E'& Fb 5+'((;&2=,4)0   H;0%' /;-;/7 ,. 6/.6;/,%;7 ,+', E;&.(* ,. ,+;

E/'(0 .R(;/2 M./ ;O'H6&;X '( %(V+.47; H'*'W%(; ./ ' /;,'%& 5+'%( ,+', +'7 %,7 .R( /'0%.

7,',%.( P<5N;/H'(7Q

>'*4)0   H;0%' /;-;/7 H'%(&# ,. D) \ R+;/; ' E/'(0 %7 *%=;( -/;; 5.=;/'*; 04; ,. %, E;%(*

(;R7R./,+#2 M./ ;O'H6&;X dMI`7 5'H6'%*( ,. 7466./, ,+;%/ ]<00 G.6;^ I'H6'%*( +'7

/;5;%=;0 7.H; ;'/(;0 H;0%' 5.=;/'*;2 B, '&7. 5'( '66&# ,. .(&%(; 5.(,;(, ,+', %7 7+'/;02

Y+%&7, R; R%&& 0;'& R%,+ H;0%' %( K.04&; LX '( %H6./,'(, ,+%(* ,. /;H;HE;/ %7 ,+', ,+;

5+.%5; .- H;0%4H 5'( E; 47;0 ,. 'H6&%-# ,+; E/'(0 H;77'*;2 K;0%' 5'( E; 47;0 5/;',%=;&#

,. ;(+'(5; ,+; H;77'*;X '&.(* ,+; &%(;7 .- R+', K'/7+'&& K5[4+'( 7'%0 R+;( +; 5.%(;0

,+; ,;/HZ ],+; H;0%4H %7 ,+; H;77'*;^2

C232) UW#=$,&1 -. -F0&5 =&57# #05 +-6<"% =&57#

Page 21: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 21/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

T7<6'& )DO F'7,; H'*'W%(;X R+%5+ %7 %( ;77;(5; '( '0 -./ Y..&R./,+7X %7 '( ;O5;&&;(, ;O'H6&; .-

.R(;0 H;0%' PA.4/5;Z +,,6ZhhE&.*72-..01?25.Hh7.47V5+;-h,'*h,'7,;VH'*'W%(;V/;'0;/7V%774;h Q2

T7<6'& )BO F+; .4,0../ '0=;/,%7;H;(, -./ g;0E'(N ,+', *;(;/',;7 ;&;5,/%5%,# ,+/.4*+ 7.&'/ 6.R;/ %7

E.4*+, H;0%' '(0 ' */;', ;O'H6&; .- ,+; H;0%4H ;(+'(5%(* ,+; H;77'*; PA.4/5;Z

+,,6ZhhRRR254&,5'7;25.Hh1TTLhT>h(;0E'(NV6.R;/V,.V6;.6&;V7.&'/V6.R;/;02+,H& Q2

F+; H'/N;,;/ -'5;7 ' 5+'&&;(*; R%,+ '&& ,+;7; H;0%' .6,%.(7Z G.R ,. .6,%H%7; ,+;

;--;5,%=;(;77 .- ,+; H;0%' 6&'( PR+%5+ H'# 47; H'(# ./ '&& .- ,+; 'E.=;QX R%,+%( ,+;

'='%&'E&; 'H.4(, .- H.(;#2

H2 9"#% 71 40%&<'#%&5 :#';&%70< !-==607/#%7-01

I4:!J>

M/'*H;(,',%.( '(0 %((.=',%.( .- H;0%' +'7 &;0 H'/N;,;/7 ,. /;'&%7; ,+', ;--%5%;(5%;7 .-

H'77 H;0%' '/; (., R+', ,+;# 47;0 ,. E;2 B( ,+; ].&0 0'#7^X #.4 5.4&0 ;'7%&# /;'5+ #.4/

5.(74H;/7 ,+/.4*+ ' 7%H6&; 5.HE%(',%.( .- FbX /'0%. '(0 6/%(,2 g.RX #.4/ 5.(74H;/ H'#

E; 6%5N%(* 46 ' (;R76'6;/ %( ,+; H./(%(*X /;'0%(* '( %D'0 ', &4(5+,%H;X =%;R%(* .4,0../

'07 '(0 6.7,;/7 .( ,+; ,/'%( /%0; +.H; R+%&7, 74/-%(* +%7 H.E%&;X '(0 0.R(&.'0%(* 7;/%;7 ,.

R',5+ .( ' &'6,.62 g. H',,;/ R+. ,+; H'/N;,;/ %7 ,'&N%(* ,.X %, %7 H./; ;77;(,%'& ,+'( ;=;/,. H'%(,'%( 5.(7%7,;(5# .- E/'(0 H;77'*; '(0 E;+'=%.4/ ,+/.4*+ '&& 5+'((;&72

I.(74H;/7 '/; H./; 7'==#X 5#(%5'& '(0 0%7,/47,%(* .- '0=;/,%7%(*X '(0 E/'(0 75+%W.6+/;(%'

PR+;( ' E/'(0 5.(7,'(,&# 5+'(*;7 %,7 =.%5; ./ H;77'*;X ./ %,7 0;&%=;/# %7 .4, .- 7#(5 R%,+ %,7

H;77'*;Q ./ R./7;X (.(V0;&%=;/#X '/; ;'7%&# 6%5N;0 462

Page 22: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 22/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

T7<6'& )CO B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.( PBKIQ %7 ,+; 6/'5,%5; .- '5+%;=%(* 5.(7%7,;(5#

,+/.4*+ '&& ,+; H;77'*;7 7;(, .4, E# ='/%.47 0%--;/;(, 5.HH4(%5',%.( '*;(5%;7 '(0 0;6'/,H;(,7 %(

,+; 5.H6'(#2

B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.( PBKIQ %7 E.,+ ' 5.(5;6, '(0 ' 6/.5;772 F+%7 %7 ,+;

6/%(5%6&; E;(;-%, .- BKIX E;5'47; ;'5+ ;&;H;(, .- ,+; 5.HH4(%5',%.(7 H%O /;%(-./5;7 ,+;

.,+;/ -./ */;',;/ ;--;5,2

F+; 6/.5;77 .- BKI H;'(7 5.HH4(%5',%.( E;5.H;7 ,+; 0/%=%(* -./5; .- ,+; H'/N;,%(* H%O

,+/.4*+.4, ,+; ./*'(%7',%.(2

:%--;/;(, ,#6;7 .- H'/N;,%(* 5.HH4(%5',%.( %(5&40;Z

•  I.&&',;/'& H',;/%'&7

•  D/.045, '0=;/,%7%(*

•  A'&;7 6/.H.,%.(

•  D;/7.('& 7;&&%(*

•  D4E&%5 /;&',%.(7

B(,;*/',;0 K'/N;,%(* I.HH4(%5',%.(7 5.HE%(; '&& .- ,+;7; ,#6;7 .- 5.HH4(%5',%.(X ,.

-./H R+', %7 ,;/H;0 ],+; *.&0;( ,+/;'0^ .- H'/N;,%(* 5.HH4(%5',%.(2 BKI R%&& E; 0;'&,

R%,+ %( -'/ */;',;/ 0;,'%& &',;/ .( %( ,+; 5.4/7;2

< 5.H6/;+;(7%=; 0;-%(%,%.( .- BKI H%*+, E; ,+%7 .(; -/.H </;(7X Y;%*.&0 a </;(7 P1T33QZ

]BKI %7 ,+; 6/.5;77 .- E4%&0%(* '(0 /;%(-./5%(* H4,4'&&# 6/.-%,'E&; /;&',%.(7+%67 R%,+

;H6&.#;;7X 547,.H;/7X 7,'N;+.&0;/7 '(0 ,+; *;(;/'& 64E&%5 E# 0;=;&.6%(* '(0 5../0%(',%(*

' 7,/',;*%5 5.HH4(%5',%.(7 6/.*/'H ,+', ;('E&;7 ,+;H ,. +'=; ' 5.(7,/45,%=; ;(5.4(,;/

R%,+ ,+; 5.H6'(#hE/'(0 ,+/.4*+ ' ='/%;,# .- H;0%' '(0 .,+;/ 5.(,'5,72^

Page 23: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 23/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

K45+ .- R+', R; ',,;H6, ,. 0. %( '0=;/,%7%(* %7 ,. E4%&0 .(*.%(*X &.#'& /;&',%.(7+%67 R%,+ '&&

.4/ 5.(74H;/7X '(0 -./ ,+;H ,. -./H /;&',%.(7+%67 R%,+ .4/ E/'(072

i(; .- ,+; H.7, /;5;(, ',,;H6,7 ', 0;-%(%(* BKI E# 64,,%(* ,+; 547,.H;/ ', ,+; 5;(,/; %76/.=%0;0 E# D/.-;77./ n;//# $2 d&%',5+N.X .- ,+; f(%=;/7%,# .- <7%' '(0 ,+; D'5%-%5 P1TT@Q '7Z

]F+; 5.(5;6, '(0 6/.5;77 .- 7,/',;*%5'&&# H'('*%(* '40%;(5;V-.547;0X 5+'((;&V5;(,;/;0

'(0 /;74&,7V0/%=;( E/'(0 5.HH4(%5',%.( .=;/ ,%H;2^

G%7 H'%( ,+;H; %7 ,+', ,+; 6/.5;77 H47, E; 547,.H;/ 5;(,/%5 ./ '40%;(5; 0/%=;(X R+%5+

'5N(.R&;0*;7 ,+; 7+%-, .- 6.R;/ ,+', +'7 ,'N;( 6&'5; .=;/ /;5;(, #;'/7 04;X ,. 7.H;

;O,;(,X ,. 5+'(*;7 %( ,;5+(.&.*#2

< 7%H6&;/ E4, (. &;77 6.R;/-4& ;O6&'(',%.( %7 ,+%7 7,',;H;(, -/.H n;/;H# "4&H./;X ;O

I+'%/H'( .- *&.E'& '0 '*;(5#X nYFZ

]I.(74H;/7 E4%&0 E/'(07 &%N; E%/07 E4%&0 (;7,72 i4, .- ,+; 75/'67 '(0 7,/'R7 ,+;# 5+'(5;

46.(2^

BKI *%=;7 47 ,+; .66./,4(%,# ,. H'('*; ,+;7; 5.(,'5,7X '(0 ,+;/;-./; ,+;%/ 6;/5;6,%.(7 .-

.4/ E/'(02

K2 9"#% #'& %"& &/-0-=7/L 1-/7#,L &%"7/#,L #05 ,&<#,

7116&1 @5A&'%71&'1 1"-6,5 /-0175&'>";-./; *.%(* %(,. ,+; 76;5%-%57 .- 0;=;&.6%(* '( '0=;/,%7%(* 7,/',;*# '(0 ,+; 5/;',%=;

6/.045,X ,+;/; '/; ' -;R E%* U4;7,%.(7 ,+', (;;0 ,. E; 6.(0;/;02 F+;7; /;&',; ,. ,+;

;5.(.H%5X 7.5%'&X ;,+%5'& '(0 &;*'& %774;7 -'5;0 E# '0=;/,%7;/72

F+; U4;7,%.( .- R+;,+;/ '0=;/,%7%(* +'7 ;5.(.H%5 '(0 7.5%'& %H6'5,7 %7 .-,;( 0;E',;02

F+;/; %7 7.H; 5/%,%5%7H .- '0=;/,%7%(* E;5'47; %, %7 7;;( ,. 0%7,./, ,+; -'5,7X ./ ,. 5/;',;

0;7%/;7 -./ ,+%(*7 ,+', 6;.6&; 0.(`, (;;0X 5'(e, '--./0X ./ '/; E'0 -./ ,+;H2 B, H47, E;

/;H;HE;/;0 ,+.4*+ ,+', '0=;/,%7%(* %7 (., j.4/('&%7H2 B, %7 (., H;'(, ,. E; 4(E%'7;02 B, %7

(., 474'&&# ;045',%.('& ./ ;(,;/,'%(%(* ;%,+;/ \ '0=;/,%7%(* %7 %(,;(0;0 '7 7'&;7H'(7+%62

X6&1%7-01 %- /-0175&'O

i( ,+; ;5.(.H%5 -/.(,X 0.;7 '0=;/,%7%(* '--;5, 6/.045, ='&4;S :.;7 %, H'N; 47 E4# ,+%(*7

R; 0.(`, (;;0S :.;7 %, '--;5, 47 74E&%H%('&&#S :.;7 %, 0%75.4/'*; 5.H6;,%,%.(X %(5/;'7;

D/%5;7 ./ '--;5, '/,S

i( ,+; 7.5%;,'& 7%0;X 0.;7 '0=;/,%7%(* %(-&4;(5; 5.(74H;/ 5+.%5; (;*',%=;&#S :.;7 %, H'N;

47 H./; H',;/%'&%7,%5S :.;7 %, 0;E'7; .4/ &'(*4'*;S :.;7 %, '--;5, 0;H'(07S :.;7 %, 5+'(*;

54&,4/'&&# 0;-%(;0 /.&;7 '(0 7,;/;.,#6;7 ./ 6;/6;,4',; ,+;HS

F+;7; '/; '&& *..0 U4;7,%.(7 ,. 5.(7%0;/2 <(.,+;/ U4;7,%.( ,. ,+%(N 'E.4, %7Z R+. 7+.4&0

5.(,/.& R+', %7 7'%0S

Page 24: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 24/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

K2) *"& &/-0-=7/ 7=$#/% -. @5A&'%7170<

F. 5.(7%0;/ ,+; ;5.(.H%5 %H6'5, .- '0=;/,%7%(*X #.4 H47, ,+%(N %( ,;/H7 .- ,+; 4(0;/&#%(*

6/%(5%6&;7 .- -/;; H'/N;, ;5.(.H%572 F+;7; 6/%(5%6&;7 R.4&0 '0=.5',; ,+', ' 7.5%;,# %7 E;7,

7;/=;0 ,+/.4*+ ;H6.R;/%(* 6;.6&; ,. H'N; ,+;%/ .R( 0;5%7%.(7 '7 -/;; '*;(,7 R%,+%( '

7#7,;H2 F+%7 E;&%;- %7 5+'/'5,;/%7;0 E# -.4/ '774H6,%.(7Z

32  A;&- %(,;/;7,

12  K'(# E4#;/7 '(0 7;&&;/7

92  I.H6&;,; %(-./H',%.(

?2  <E7;(5; .- 7.5%'& 5.7,7

B( ' -/;; H'/N;, 7#7,;HX 5.(74H;/7 5'( 5+..7; ='&4; 7;,7 ,+', ,+;# R'(,Z 5+;'6X 7,',47 '(0

&4O4/# \ R; 5.HH4(%5',; ;H.,%.('&X 7.5%'& '(0 67#5+.&.*%5'& (;;07 ,+/.4*+ E/'(07 R;

5+..7;2 

"# '00%(* ='&4;X '0=;/,%7%(* 5.(,/%E4,;7 ,. 7;&-V%(,;/;7,c ,+; (4HE;/ .- 7;&&;/7 %(5/;'7;7

5.H6;,%,%.(X R+%5+ '007 ,. 7;&-V%(,;/;7,2 M/.H *&.E'& /;7;'/5+X %, %7 '&7. ;=%0;(, ,+',

'0=;/,%7%(* ;O6;(0%,4/; %7 0%/;5,&# 6/.6./,%.('& ,. ,+; 7,'(0'/0 .- &%=%(*2

<0=;/,%7%(* 76;(0 7;,7 .-- ' 5+'%( /;'5,%.( .- ;5.(.H%5 ;=;(,7X 5'&&;0 ,+; "%&&%'/07 K.0;&2

F+; ;O,;(, .- ,+; 5+'%( /;'5,%.(X '(0 ,+; %H6'5, .( '( ;5.(.H# ,+', '0=;/,%7%(* 5/;',;7X %7

,+; -./5; .- ,+; 7+., P%2;2 ,+; 7%W; .- 76;(0Q '(0 ,+; ;5.(.H%5 ;(=%/.(H;(,2

B( ,;/H7 .- 6/.045, ='&4;X '0=;/,%7%(* 5'( '00 R./,+ ,+/.4*+ %H6&%;0 ./ .=;/, U4'&%,#

H;77'*%(*2 B, 5'( '&7. ;045',; (;R 47;/72 Y+;( #.4 &..N ', 6/%5%(* '(0 5.H6;,%,%.(X ,+; fA

M;0;/'& F/'5; 5.HH%77%.( 5.(045,;0 ' 7,40# ,+', -.4(0 ,+', '0=;/,%7%(* N;;67 6/%5;7 0.R(

,+/.4*+ %(5/;'7;0 5.H6;,%,%.(2 G.R;=;/X %( 7.H; %(047,/%;7X '0=;/,%7%(* 5'( 0;5/;'7;

5.H6;,%,%.(X 0;5/;'7; ;--%5%;(5# '(0 /'%7; E'//%;/7 ,. ;(,/# \ '(0 N;;6 7H'&& 6&'#;/7 .4,2

i( ,+; 5.(74H;/V0;H'(0 -/.(,X #;7X '0=;/,%7%(* 0/%=;7 5.(74H6,%.(X E4, ,. R+', ;--;5,S

F+%7 %7 0;,;/H%(;0 E# ;5.(.H%5 -'5,./7X ;045',%.( &;=;&7X ,;5+(.&.*#X &%-;7,#&;X '(0 7. .(2

M./ ;O'H6&;X &..N ', ,+; %D.0 =72 ,+; H'(4'& ,#6;R/%,;/2 Y+;( %, 5.H;7 ,. 5.(74H;/

5+.%5;X '0=;/,%7%(* +;&67 5.(74H;/7 ,. H'N; 5+.%5;72 F+%7 %7 4(&%N; ,+; 0'#7 R+;( G;(/#

M./0 7'%0 5.(74H;/7 5.4&0 +'=; ,+;%/ 5'/ %( '(# 5.&.4/X ]'7 &.(* '7 %,`7 E&'5N^2 Y+;( ,+;

E47%(;77 5#5&; %7 .( ,+; 46R'/0 ,/;(0X '0=;/,%7%(* 76;(0 5.(,/%E4,;7 ,. ,+%7 %(5/;'7;0

0;H'(02 G.R;=;/X R+;( %, %7 .( ,+; 0.R(R'/0 ,/;(0c '0=;/,%7%(* H'# 7,'E%&%7; '( ;5.(.H#

E# ;(5.4/'*%(* H./; E4#;/7 ,. E4#2

F+; <E4(0'(5; D/%(5%6&; .- ,+; ;5.(.H%5 %H6'5, .- <0=;/,%7%(* 7,',;7 ,+',X %( '( ;5.(.H#

,+', 6/.045;7 H./; *..07 ,+'( 5'( E; 5.(74H;0X <0=;/,%7%(* R%&&Z

•  A,%H4&',; ;--;5,%=; 5.H6;,%,%.( E# '&&.R%(* H'(# 0%--;/;(, E4#;/7 '(0 7;&&;/7 %(,.

,+; H'/N;,2

•  D/.H.,; 7;&-V%(,;/;7,2

•  D/.=%0; H./; 5.H6&;,; %(-./H',%.( E# N;;6%(* 5.(74H;/7 %(-./H;02

Page 25: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 25/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

•  d;;6 ,+; H'/N;, -/;; '(0 .6;(X ,+/.4*+ '&&.R%(* ,+; H'/N;, ,. /;*4&',; %,7;&-2

B- #.4 5.(7%0;/ ,+', ;'5+ -'5,./ %( ,+; -/;; H'/N;, ;U4',%.( %7 ;77;(,%'&&# ;(+'(5;0 ,+/.4*+

'0=;/,%7%(*X #.4 R%&& 7;; ,+; ;(./H.47 ;5.(.H%5 %H6'5, ,+', %, 5'( +'=;2 F+; ,/4,+ %7 ,+',(. .(; R.4&0 '0=;/,%7; %- ,+;# 0%0(`, 7;; ' /;,4/( .( ,+;%/ %(=;7,H;(,2 F+; 5.(74H;/ %7

6'#%(* ' ,%(# 6'/, -./ '0=;/,%7%(* %( ,+;%/ 64/5+'7; .- ;'5+ 6/.045,X E4, ,+; '0=;/,%7%(* %7

+.6;-4&&# *;(;/',%(* 7'&;7 ,. ;(5.4/'*; %((.=',%.(X 5.(7%7,;(, 6/.045, U4'&%,#X ='&4;V'00

7;/=%5;7 '(0 7. .(2 F+; '/;' ,+', '0=;/,%7%(* 0.;7 ,/;'0 0'(*;/.47&# .( 7.H;,%H;7 %7 ,+;

]'E7;(5; .- ;O,;/('&%,%;7^X '7 .4,&%(;0 %( ,+; <E4(0'(5; D/%(5%6&;X 'E.=;2 M./ ;O'H6&;X ,+%7

R.4&0 0%5,',; ,+', '&5.+.& 7+.4&0 (., E; '0=;/,%7;0 .( ' 75+..& 7%*(2 I.H6'(%;7 %(

%(047,/%;7 ,+', '/; 7;;( '7 ]7.5%'&&# 6/;5'/%.47^ H47, 474'&&# 'E%0; E# 7,/%(*;(, 5.0;7 .-

5.(045,2 B( ,+; 'E7;(5; .- ,+;7; 5.H6'(%;7 '0+;/%(* ,. 5.0;7 .- 5.(045,X ,+; H'/N;, 7;&-V

/;*4&',;72 !") ?.0) .7 @*'-(#-) 64E&%7+;0 E# ,+; <0=;/,%7%(* A,'(0'/07 <4,+./%,# 5&;'/&# 7;,7

.4, R+', %7 '55;6,'E&; '(0 R+', %7 (., '55;6,'E&;2 <0=;/,%7;/7 '/; +;&0 '55.4(,'E&; E'7;0

.( ,+;7; *4%0;&%(;72

K23 *"& 1-/7#, 7=$#/% -. @5A&'%7170<

F+; 7.5%'& %H6'5, .- '0=;/,%7%(* %7 /;-&;5,;0 %( 7.5%'& 5/%,%5%7HX R+;/; '0=;/,%7%(* =%.&',;7

6/%(5%6&;7 .- 5.H6&;,; %(-./H',%.( ./ 'E7;(5; .- ;O,;/('&%,%;7 P7.5%'& 5.7,7Q2 B- ' E/'(0 0.;7

(., &%=; 46 ,. %,7 '0=;/,%7%(*X %, 5/;',;7 0%77',%7-'5,%.( 'H.(*7, %,7 ,'/*;, '40%;(5;X R+%5+ %7

E'0 -./ E47%(;772 $/;', '0=;/,%7%(* 5'((., 7'&='*; ' ,;//%E&; 6/.045,2

:;5;6,%.( %7 ]'&&.R;0^ %( '0=;/,%7%(* %- %, %7 5&'77%-%;0 '7 7.V5'&&;0 ]64--;/#^X '( .E=%.47&#

;O'**;/',;0 5&'%H2 F+; '0=;/,%7%(* 5.0; 5'( E; 0%--%54&, ,. 4(0;/7,'(0 R+;(X -./ %(7,'(5;X '

6/.045, 5'( 5&'%H %, %7 ,+; ]E;7,^X E4, (., ,+', %, %7 ]E;,,;/^ ,+'( '(.,+;/ 6/.045,2 G.R;=;/X#.4 5'( E; 74/; ,+', ' 5.H6;,%,./ R%&& R'(, 74E7,'(,%',%.( %( ,;/H7 .- R+# #.4/ 6/.045, %7

,+; ]E;7,^q <( ;O'H6&; .- ]64--;/#^ R.4&0 E; '( '0=;/,%7;H;(, ,+', 7+.R5'7;7 ' *%'(,

7R;;, /.&&%(* 0.R( ,+; 6'77'*; ,. %H6&# ]E%* -&'=.4/^2

F+;/; '/; ;77;(,%'&&# ,R. ,#6;7 .- 5/%,%5%7H /;*'/0%(* <0=;/,%7%(*`7 7.5%'& %H6'5,Z

32  </*4H;(,7 ,+', 5/%,%5%7; 7+./,V,;/H H'(%64&',%.( ,+/.4*+ '0=;/,%7%(*X R+%5+

%(5&40;Z

o  D4--;/#

o  "%'7

o  B('554/',; -'5,7

o  iH%77%.(

12  </*4H;(,7 ,+', ,'N; %(,. '55.4(, ,+; &.(*V,;/H ;--;5,7 .- E'0 <0=;/,%7%(*X R+%5+

%(5&40;Z

o  F+; 6/.&%-;/',%.( .- 7,;/;.,#6%(* ,+/.4*+ <0=;/,%7%(*

o  F+; (;*',%=; %H6'5, .( ='&4;7

Page 26: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 26/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

o  i--;(7;

o  F+; 6/.&%-;/',%.( .- +'/H-4& 7.5%'& %0;'7 ./ ='&4;72

A.H; 5.HH.( '/;'7 ,+', 5/%,%57 -.547 .( %(5&40;Z

•  g.(V6/.045, -'5,7Z 7.V5'&&;0 5&'%H7 'E.4, ,+; 7466.7;0 5.(74H;/2 M./ ;O'H6&;X

D;67% 5&'%H;0 ,+', ,+;%/ 0/%(N7 +'0 E;5.H; ,+; ]5+.%5; .- ' (;R *;(;/',%.(^2 F+%7

R'7 %( (. R'# 0;H.(7,/'E&# ,/4;2 B, R'7 j47, '( '0V&%(;2 B, %7 ' -'5, ,+', <0=;/,%7%(*

%7 (., 5.H6&;,; %(-./H',%.(2 B, %7 E# %,7 =;/# (',4/;X E%'7;02

•  F+; 74E&%H%('& H#,+Z ,+', '0=;/,%7%(* %7 'N%( ,. E/'%(R'7+%(*2 <0=;/,%7%(* H'#

&;'0 ,+; +./7; ,. R',;/X E4, ,+;/; '/; H'(# .,+;/ -'5,./7 ,+', %(-&4;(5; '

0;5%7%.(X &%N; 6/%5;X 5.(=;(%;(5; '(0 0;7%/'E%&%,#2 f&,%H',;&#X ,+; 5.(74H;/ +'7

5+.%5; '(0 -/;; R%&&2

•  A.5%;,'& %H6'5,Z ,+; &.(*V,;/HX 7.5%'& H'5/. '/*4H;(,7X R+%5+ 7,',; '0=;/,%7%(*

0;*/'0;7 .4/ ='&4; 7#7,;H E# 6/.H.,%(* ' H',;/%'&%7,%5X +;0.(%7,%5 7.5%;,#2 F+;/;

%7 7.H; ,/4,+ ,. ,+%7 \ '0=;/,%7%(* %7 (., ]5.H6&;,;^ %(-./H',%.(X '(0 6;.6&; .,+;/

,+'( #.4/ %HH;0%',; H'/N;, '/; '&7. ;O6.7;0 ,. #.4/ H;77'*;7X ', 7.H; 7.5%'&

5.7,2

•  <0=;/,%7%(* =;/747 -/;; 6/;77Z H'/N;,;/7 5&'%H ,+;# 5'( +;&6 5/;',; ' -/;; 6/;77X

R+%&; 5/%,%57 5&'%H ,+', ,+;# 5/;',; '( ;O,;/('&%,# ,+', %(,;/-;/;7 R%,+ %, P-./

;O'H6&;X *.=;/(H;(, '07Q2 < 7.5%'& E;(;-%, ,+.4*+X %7 ,+', <0=;/,%7%(* %7 'E&; ,.

/'%7; -4(07 '(0 'R'/;(;77 -./ %H6./,'(, 64E&%5 7;5,./ '66;'&72

K232) UW#=$,&1 -. $-%&0%7#,,N -..&017A& #51 

F+; &%(N7 E;&.R +'=; E;;( %(5&40;0 ,. %&&47,/',; 7.H; 6.,;(,%'&&# .--;(7%=; '07 ,+', +'=;

E;;( /;&;'7;0 ,. ,+; 64E&%52 K'(# .- ,+; '/*4H;(,7 &%7,;0 %( ,+; 7;5,%.( 'E.=; R.4&0 ,'N;

'%H ', ,+;7; ,#6;7 .- '0=;/,%7;H;(,72

•  ]$..0E#; "47+^ b;;, +'%/ /;H.='& '0 \ +,,6ZhhRRR27+;V5.(.H#25.HhC89h6.&&V

/;74&,7V-./V%7V,+%7V+'%/V/;H.='&V'0V.--;(7%=;  

•  <O; J--;5, ]D466;,^ 5'H6'%*( \

+,,6ZhhRRR25.&./%E4725.Hh'07'/5+%=;h6/%(,7h'O;V;--;5,V6466;,V818L388h  

•  <O; 5'H6'%*(X 0;6%5,%(* R.H;( '7 6/;0',./7 \ +,,6Zhh'0&'(02,=h..+h'O;V

5'H6'%*(V7+.R7V.&0;/VR.H;(V6/;0',./7 

K2? M-/7#, '&1$-017+7,7%N #05 &%"7/1

Y+;( ;O6&./%(* ,+; 74Ej;5, .- 7.5%'& /;76.(7%E%&%,# '(0 ;,+%57X %, %7 %H6./,'(, ,. &..N ', ,+;

;,+%57 .- 0%--;/;(, */.467 .- 6;.6&;X '7 R;&& '7 ,+; ;,+%57 .- %(0%=%04'&72 B, %7 %H6./,'(, ,.

*'%( '( 4(0;/7,'(0%(* .- +.R ,+; 547,.H7 '(0 /4&;7 %( 0%--;/;(, '/;'7 .- 7.5%;,# 0;-%(;

;,+%57 %( /;&',%.( ,. ,+;7; ='/%.47 */.4672

Page 27: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 27/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

);76.(7%E&; '0=;/,%7%(* 5'( '55.H6&%7+ *..0 ,+%(*7 E# 6/.H.,%(* 7.&4,%.(7 ,. 7.5%'&

6/.E&;H7X E# 5+'(*%(* ',,%,40;7X ./ E# +;&6%(* ,. /'%7; -4(07 -./ 5+'/%,%;72 );76.(7%E&;

'0=;/,%7%(* 5'(X -4/,+;/H./;X 6/.H.,; ,+; -.&&.R%(* E;(;-%,7Z

•  D/.H.,%(* R;&&VE;%(*

•  <,,/'5,%(* 5/.R07 ,. ;=;(,7

•  B(-&4;(5%(* ;&;5,%.( /;74&,7 6.7%,%=;&#

•  J(5.4/'*%(* +'/H.(# '(0 7,'E%&%,#

K2?2) UW#=$,&1 -. #51 70/-'$-'#%70< 1-/7#, '&1$-017+7,7%N #05 &%"7/1

F+; -.&&.R%(* &%(N7 '/; ;O'H6&;7 .- '0=;/,%7;H;(,7 ,+', +'=; ' H;77'*;X R+%5+ %7 7,/.(*&#

,%;0 ,. 7.5%'& /;76.(7%E%&%,# '(0 ;,+%572 B( ;'5+ .- ,+; -.&&.R%(* %(7,'(5;7X ,+; H;77'*; %7

'%H;0 ', 5+'(*%(* ',,%,40;7 74//.4(0%(* 7;/%.47 ,.6%572

•  F+; D.R' <(,%/'6; 5'H6'%*( -;',4/;0 %( K;(`7 G;'&,+ K'*'W%(;2 F+; 6'*;7 R;/;

7,45N ,.*;,+;/ R%,+ .(&# ;(.4*+ *&4; ,+', %, R'7 0%--%54&, ,. 64&& '6'/,X E4, %,

R.4&0(e, ,;'/2 F+; %H6'5, .- ,+; H;77'*; R'7 =;/# 7,/.(* \ %- #.4 +'=; ,. 47;

-./5;X %,`7 /'6;Z +,,6Zhh'0727'(j;;=2(;,h6.R'V/'6;h 

•  F+; <//%=; <&%=; 5'H6'%*( -;',4/%(* 6.7,;/7 .- ' 0;'0 E.0#X ' +;'/7; '(0 '

,.HE7,.(; -./ ' 76;;0.H;,;/2 F+; 6.7,;/7 ;(5.4/'*; H.,./%7,7 ,. 7&.R 0.R(X

R;'/ ' 7;',E;&,X '(0 0;7%*(',; ' 7.E;/ 0/%=;/Z

+,,6ZhhRRR2,.,'&5H25.Hh:;-'4&,2'76OS,'E%0p13L  

K28 E-F 71 @5A&'%7170< '&<6,#%&5>

<0=;/,%7%(* %7 /;*4&',;0 E.,+ ,+/.4*+ $.=;/(H;(, '(0 U4'7%V*.=;/(H;(, '*;(5%;72 A;&-V

/;*4&',%.( %7 ;(5.4/'*;0 ,+/.4*+ %(047,/# E.0%;7 '(0 5.(74H;/ */.4672 F+; 5.(74H;/ '&7.

+'7 ' =.%5; ,+', 5'( E; H'0; +;'/02

K282) S-A&'0=&0% #05 Y6#17Z<-A&'0=&0% '&<6,#%7-0 #<&0/7&1

F+; *.=;/(H;(, /;*4&',;7 ,+/.4*+ (',%.('&X 6/.=%(5%'& '(0 H4(%5%6'& 6.R;/72 G.R;=;/X

,+;/; '/; ='/%.47 '*;(5%;7 ./ ./*'(%7',%.(7 ,+', '77%7, +;/;Z

•  F+; g4,/%,%.('& ['E;&%(* a J045',%.( <5, Pg[J<Q '(0

•  M[<$ PM..0 [;*%7&',%.( <0=%7./# $/.46Qc

•  BI<A< -./ E/.'05'7, H;0%' &%5;(7%(*c

•  F+; D',;(, '(0 F/'0;H'/N .--%5; -./ %(,;&&;5,4'& 6/.6;/,# 5.(,/.& '(0

•  F+; KIIX -./ H;0%5%(;7 5&'%H7

•  F+; I.(74H;/ D/.,;5,%.( <5,2

I4//;(, %774;7 ,+', '/; N;# %( ,+; /;*4&',./# 7;5,./ '/;Z

•  A46/;H; 5.4/,Z -/;; 76;;5+ =72 5.HH;/5%'& 76;;5+c

Page 28: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 28/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

•  F.E'55. '(0 '&5.+.& '0=;/,%7%(* E'(7c

•  I.(74H;/ 6/%='5# P;76;5%'&&# /;*'/0%(* ;H'%&QX '(0

  <0=;/,%7%(* ,. 5+%&0/;( P;*2 ,+; -'7, -..0 %(047,/# ;(,%5%(* 5+%&0/;( R%,+ ,.#7Q2

K2D M&,.ZV&<6,#%7-0

A;&-V/;*4&',%.( ,'N;7 6&'5; ,+/.4*+ ,+; ='/%.47 I+'HE;/7 .- I.HH;/5;X ,+; <0=;/,%7%(*

A,'(0'/07 <4,+./%,# P,+; <A<QX ,+/.4*+ /;*4&',%.( E# ,+; H;0%' '(0 5.(74H;/ /%*+,7

*/.467X '7 R;&& '7 5.H6'(%;7 ,+', +'=; ,+;%/ .R( /;*4&',%.( 6/'5,%5;72

)G2 *"& @5A&'%7170< M%#05#'51 @6%"-'7%NO !-5& -.

@5A&'%7170<F+; ;77;(5; .- ,+; <0=;/,%7%(* I.0; -/.H ,+; <0=;/,%7%(* A,'(0'/07 <4,+./%,# P<A<Q %7 ,+',

'&& '0=;/,%7%(* 7+.4&0 E; &;*'&X 0;5;(,X +.(;7, '(0 ,/4,+-4&X '(0 %, 7+.4&0 E; ;O;54,;0 R%,+ '

7;(7; .- /;76.(7%E%&%,# ,. ,+; 5.(74H;/2 B, %7 =%,'& ,+', ;=;/#.(; %(=.&=;0 %( '0=;/,%7%(*

/;'07 '(0 4(0;/7,'(07 ,+; I.0; .- D/'5,%5;2 );'0 %, +;/;Z +,,6ZhhRRR2'7'7'2./*2W'h  

d;# '76;5,7 .- ,+; 5.0; '/; 0;,'%&;0 %( ,+; -.&&.R%(* 7;5,%.(2

)G2) M6==#'N -. %"& /-5&

@07=#,1 #05 #5A&'%7170<•  g. '0=;/,%7;H;(, H'# 5.(,'%( '(#,+%(* ,+', H'# /;'7.('E&# E; ,+.4*+, ,.

;(5.4/'*; ./ 5.(0.(; 5/4;&,# ,.R'/07 '(%H'&72

!"7,5'&0 #05 N-60< $&-$,&

•  <0=;/,%7;H;(,7 '00/;77;0 ,. ./ &%N;&# ,. %(-&4;(5; 5+%&0/;( 7+.4&0 (., 5.(,'%(

'(#,+%(* ,+', H'# 5'47; ,+;H +'/H H;(,'&&#X H./'&&#X 6+#7%5'&&# ./ ;H.,%.('&&#2

•  <0=;/,%7;H;(,7 7+.4&0 (., ;O6&.%, 5+%&0/;(`7 (',4/'& ,/47,X &'5N .- ;O6;/%;(5;X ./

,+;%/ 7;(7; .- &.#'&,#2

•  <0=;/,%7;H;(,7 7+.4&0 (., 6./,/'# 5+%&0/;( %( ' 7;O4'&&# 6/.=.5',%=; ./ 74**;7,%=;

H'((;/2

[..&017A& #5A&'%7170<

•  <0=;/,%7;H;(,7 7+.4&0 (., 5.(,'%( '(#,+%(* ,+', %7 &%N;&# ,. 5'47; 7;/%.47 ./

R%0;76/;'0 ./ 7;5,./'& .--;(5;2

•  F+; -'5, ,+', ' 6'/,%54&'/ 6/.045,X 7;/=%5; ./ '0=;/,%7;H;(, H'# E; .--;(7%=; ,.

7.H; %7 (., %( %,7;&- 74--%5%;(, */.4(07 -./ 46+.&0%(* '( .Ej;5,%.( ,. '(

'0=;/,%7;H;(, -./ ,+', 6/.045, ./ 7;/=%5;2

•  B( 5.(7%0;/%(* R+;,+;/ '( '0=;/,%7;H;(, %7 .--;(7%=;X ,+; 5.(,;O,X H;0%4HX &%N;&#

'40%;(5;X (',4/; .- ,+; 6/.045, ./ 7;/=%5;X 6/;='%&%(* 7,'(0'/07X 0;*/;; .- 7.5%'&

5.(5;/( '(0 64E&%5 %(,;/;7, R%&&X 'H.(* .,+;/7X E; ,'N;( %(,. '55.4(,2

Page 29: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 29/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

R71/'7=70#%7-0

•  <0=;/,%7;H;(,7 7+.4&0 (., 5.(,'%( '(#,+%(* ,+', %7 0%75/%H%(',./#X 4(&;77X %( ,+;

.6%(%.( .- ,+; <0=;/,%7%(* A,'(0'/07 <4,+./%,#X 745+ 0%75/%H%(',%.( %7 /;'7.('E&;

'(0 j47,%-%'E&; %( '( .6;( '(0 0;H.5/',%5 7.5%;,# E'7;0 .( +4H'( 0%*(%,#X ;U4'&%,#

'(0 -/;;0.H2

T'&&5-=

•  <0=;/,%7;H;(,7 7+.4&0 (., 47; -;'/ ,'5,%57 R%,+.4, j47,%-%'E&; /;'7.(2

U56/#%7-0#, /-6'1&1

•  <0=;/,%7;H;(,7 -./ ;045',%.('& 5.4/7;7 7+.4&0 (., H%7&;'0 '7 ,. ,+; 7,',47 ./

;O,;(, .- /;5.*(%,%.( .- ,+; U4'&%-%5',%.( ,+', 5'( E; .E,'%(;02

T70#0/7#, #5A&'%7170<

•  <0=;/,%7;H;(,7 -./ -%('(5%'& 6/.045,7 ./ 7;/=%5;7 7+.4&0 ,'N; 76;5%'& 5'/; ,. ;(74/;

,+', ,+; 64E&%5 %7 -4&&# 'R'/; .- ,+; (',4/; .- '(# 5.HH%,H;(, ,+;# H'# ;(,;/ %(,.

'7 ' /;74&, .- /;76.(0%(* ,. ,+; '0=;/,%7;H;(,2

•  <0=;/,%7;/7 7+.4&0 ,'N; (.,; .- ,+; 5.H6&;O%,%;7 .- -%('(5;X ;76;5%'&&# R+;(

'0=;/,%7%(* ,. 5.(74H;/7X '(0 7+.4&0 (., ,'N; '0='(,'*; .- ,+; &'5N .- ;O6;/%;(5;X

,/47, ./ N(.R&;0*; .- 5.(74H;/72

\T'&&] -..&'1

•  <0=;/,%7;H;(,7 7+.4&0 (., 0;75/%E; 6/.045,7 '7 ]-/;;^ %- ,+;/; %7 '(# 5.7, 6'#'E&;

E# ' 5.(74H;/ ;O5;6, -./ 0;&%=;/# ./ 6.7,'*; 5.7,72

•  B- ,+;/; '/; '(# 5.7,7 /;&',%(* ,. 0;&%=;/# '(0 6.7,'*;X %, H47, E; 5&;'/&# 7,',;0 %(

,+; '0=;/,%7;H;(,2

^-0Z#A#7,#+7,7%N -. #5A&'%71&5 $'-56/%1

•  <0=;/,%7;H;(,7 7+.4&0 (., E; 64E&%7+;0 4(&;77 ,+; '0=;/,%7;/ +'7 /;'7.('E&;

*/.4(07 -./ E;&%;=%(* ,+', '(# 0;H'(0 ,+', %7 &%N;&# ,. E; 5/;',;0 E# '0=;/,%7%(* 5'(E; H;,2

T6'07%6'& #5A&'%7170<

•  <0=;/,%7;H;(,7 -./ -4/(%,4/; R+%5+ 7+.R '00%,%.('& %,;H7X E4, R+%5+ '/; (.,

%(5&40;0 %( ,+; 6/%5;X 7+.4&0 5&;'/&# 7,',; ,+', ,+; '00%,%.('& %,;H7 '/; ;O5&40;02

S6#'#0%&&

•  B- ' *4'/'(,;; %7 .--;/;0 %( '( '0=;/,%7;H;(,X ,+; -4&& ,;/H7 '(0 5.(0%,%.(7 .- ,+',

*4'/'(,;; 7+.4&0 E; '='%&'E&; %( 6/%(,;0 -./HX -./ ,+; 5.(74H;/ ,. %(76;5,2

Page 30: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 30/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

E-0&1%N

•  <0=;/,%7;H;(,7 7+.4&0 E; +.(;7, '(0 (., 'E47; 5.(74H;/`7 ,/47, ./ &'5N .-

N(.R&;0*;2

*'#7070< /-6'1&1

•  <0=;/,%7;H;(,7 -./ %(7,/45,%.('& 5.4/7;7 7+.4&0 (., 5.(,'%( H%7&;'0%(* 6/.H%7;7 .-

;H6&.#H;(, ./ ;O'**;/',; ,+; .66./,4(%,# .- ;H6&.#H;(, ./ -4,4/; %(5.H; ,.

,+.7; R+. '/; %(,;/;7,;0 %( ,'N%(* 745+ 5.4/7;72

4,,&<#, #/%7A7%7&1

•  <0=;/,%7;H;(,7 7+.4&0 (., 7+.R '(#,+%(*X R+%5+ H'# ;(5.4/'*; ./ 7466./,

5/%H%('& ./ %&&;*'& '5,%=%,#2

:71,&#570< /,#7=1

•  <0=;/,%7;H;(,7 7+.4&0 (., 5.(,'%( '(# 7,',;H;(,7 ./ =%74'& 6/;7;(,',%.(7X R+%5+

0%/;5,&# ./ E# %H6&%5',%.(X .H%77%.(X 'HE%*4%,# ./ ;O'**;/',%.( %7 &%N;&# ,. H%7&;'0

547,.H;/72

:7'#/,& "&#,70< I.#7%" "&#,70<J

  <0=;/,%7;H;(,7 7+.4&0 (., H'N; 5&'%H7 ./ %(-;/;(5;7 .- H;0%5'& ./ H%/'5&; +;'&%(*2

:-0&NZ+#/; 605&'%#;70<

•  F+; 5&'%H ]H.(;#VE'5N^ %( ,+; '0=;/,%7;H;(, 7+.4&0 .(&# E; 47;0 %- ' -4&& /;-4(0 .-

,+; 64/5+'7; 6/%5; %7 .--;/;0 ,. 0%77',%7-%;0 547,.H;/72

•  Y+;/; 745+ '( 4(0;/,'N%(* %7 *%=;(X ,+; ,%H; R%,+%( R+%5+ ,+; .--;/ %7 ='&%0 7+.4&0

E; 5&;'/&# %(0%5',;0 %( ,+; '0=;/,%7;H;(,2

P'7A#/N

•  <0=;/,%7;H;(,7 7+.4&0 (., 6./,/'# ./ /;-;/ ,. '(# &%=%(* 6;/7.(P7Q E# R+',;=;/H;'(7X 4(&;77 ,+;%/ 6;/H%77%.( +'7 E;;( .E,'%(;02

•  F+%7 ;O5&40;7X 'H.(* .,+;/7Z

o  B(0%=%04'&7 ,+', '/; 7+.R( %( ' 5/.R0 ./ ' E'5N*/.4(0 6/.=%0;0 ,+', ,+;

6./,/'#'& %7 (., .--;(7%=;2

o  D./,/'#'& .- %(0%=%04'&7 R+. -./H 6'/, .- ,+; 74Ej;5, H',,;/ .( '0=;/,%7;H;(,7

-./ E..N7X -%&H7X /'0%. ./ ,;&;=%7%.( 6/.*/'HH;7X 6/;77 -;',4/;7 ;,52

M#.&%N

  <0=;/,%7;H;(,7 7+.4&0 (.,X R%,+.4, j47,%-%'E&; /;'7.(X 7+.R '(# 0'(*;/.476/'5,%5;7 ./ 7%,4',%.(72

Page 31: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 31/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

M&,.Z&=$,-N=&0% -$$-'%607%7&1

•  <0=;/,%7;H;(,7 -./ 7;&-V;H6&.#H;(, .66./,4(%,%;7 H'# (., E; 6+/'7;0 %( '

H'((;/X R+%5+ %7 &%N;&# ,. &;'0 ,. ,+; .66./,4(%,# E;%(* 5.(-47;0 R%,+ 6'/,V,%H; ./

(./H'& ;H6&.#H;(,2

•  A45+ '0=;/,%7;H;(,7 H'# (., /;U4%/; '(# H.(;# ,. E; 7;(, E;-./; -4&& %(-./H',%.(

'E.4, ,+; 7;&-V;H6&.#H;(, .66./,4(%,# %7 7466&%;0 ,. ,+; 5.(74H;/2

M&,,70< F7%"-6% &W$'&11 /-01&0% .'-= /-016=&'1

•  <0=;/,%7;H;(,7 H'# (., 7466&# '0=;/,%7;0 *..07 ./ 7;/=%5;7 ,. 5.(74H;/7 R%,+.4,

5.(74H;/7` ;O6/;77 '4,+./%,#2

M6+1%#0%7#%7-0 -. /,#7=1

•  <0=;/,%7;/7 7+.4&0 +'=; '='%&'E&; '55;6,'E&; 6/..- .- '&& -'5,4'& 5&'%H7 H'0; %(

'0=;/,%7%(*2

_7-,&0/&

•  <0=;/,%7;H;(,7 7+.4&0 (., 7+.R '(#,+%(*X R+%5+ H'# ;(5.4/'*; ./ 7466./, '5,7 .-

I.0; =%.&;(5;2

<&H.7, ;=;/# %(0%=%04'& '*;(5# '(0 6/.-;77%.('& E.0# %( ,+; H'/N;,%(* '(0 5.HH4(%5',%.(7

7;5,./ %7 ' 7%*(',./# .- ,+; I.0;2

4=#<& 3?O A%*(',./%;7 ,. ,+; <0=;/,%7%(* A,'(0'/07 <4,+./%,#2

48

Signatories to the Code

The members of the ASA are required to adhere to this Code. The following organisations are members of ASA:

3.1 Association for Communication and Advertising (ACA)

3.2 Association of Collective Investments (ACI)

3.3 Cinemark (Pty) Ltd

3.4 Cosmetic Toiletry & Fragrance Association of South Africa

3.5 Franchise Association of Southern Africa

3.6 Furniture Traders' Association of South Africa

3.7 Health Products Association of Southern Africa3.8 Hospital Association of South Africa

3.9 Industry Association for Responsible Alcohol Use

3.10 Information Technology Association

3.11 Marketing Federation of Southern Africa

3.12 Namibia Broadcasting Corporation (Associate Member)

3.13 National Association of Broadcasters of South Africa

3.14 Outdoor Advertising Association of South Africa

3.15 Pet Food Institute of Southern Africa, The

3.16 Pharmaceutical Manufacturers' Association of South Africa

3.17 Print Media SA

3.18 Printing Industries Federation of South Africa

3.19 Retail Motor Industry Organisation

3.20 Sales Promotion and Design Association

3.21 Self-Medication Manufacturers Association of South Africa

3.22 South African Optometric Association

3.23 Timeshare Institute of Southern Africa

Page 32: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 32/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

))2 !-016=&' P'-%&/%7-0 @/% -. M-6%" @.'7/#

F+%7 <5, +'7 E;;( E/.4*+, %(,. &'R ,. 6/.H.,; '(0 '0='(5; ,+; 7.5%'& '(0 ;5.(.H%5R;&-'/; .- '&& 5.(74H;/7 '(0 7;;N7 ,.Z 

•  J7,'E&%7+ ' &;*'& -/'H;R./N -./ ' -'%/X '55;77%E&;X ;--%5%;(,X 747,'%('E&; '(0

/;76.(7%E&; 5.(74H;/ H'/N;,2 

•  );045; ,+; 0%7'0='(,'*;7 .- '55;77%(* *..07 '(0 7;/=%5;7 R+;( ,+; 5.(74H;/ %7 '

6;/7.( %( ' R;'N;/ E'/*'%(%(* 6.7%,%.(X ;2*2 &.R %(5.H; 6;/7.(7 ./ 5.HH4(%,%;7X

/4/'& 5.HH4(%,%;7X ,+; 0%7'E&;0X %&&%,;/',;X ;&0;/&# ./ #.4(*2  

•  D/.H.,; -'%/ E47%(;77 6/'5,%5;72 

•  D/.,;5, 5.(74H;/7 '*'%(7, 4(-'%/X 4(/;'7.('E&;X 4(j47, ./ %H6/.6;/ ,/'0;6/'5,%5;72 

•  D/.,;5, 5.(74H;/7 '*'%(7, 0;5;6,%=;X H%7&;'0%(*X 4(-'%/ ./ -/'404&;(, 5.(045,2  

•  BH6/.=; 5.(74H;/ 'R'/;(;77 '(0 %(-./H',%.( '(0 ;(5.4/'*; /;76.(7%E&; '(0

%(-./H;0 5.(74H;/ 5+.%5; '(0 E;+'=%.4/2 

•  D/.H.,; 5.(74H;/ 5.(-%0;(5;X ;H6.R;/H;(, '(0 ,+; 0;=;&.6H;(, .- ' 54&,4/;

.- 5.(74H;/ /;76.(7%E%&%,#2 

  D/.=%0; ' 7#7,;H -./ 5.(7;(74'& P/',+;/ ,+'( '0=;/7'/%'&Q /;7.&4,%.( .- 0%764,;7'/%7%(* -/.H 5.(74H;/ ,/'(7'5,%.(72 

•  D/.=%0; '( '55;77%E&;X 5.(7%7,;(,X +'/H.(%W;0X ;--;5,%=; '(0 ;--%5%;(, 7#7,;H .-

/;0/;77 -./ 5.(74H;/72 

B, %7 *;(;/'&&# '55;6,;0 R./&0R%0; ,+', 5.(74H;/7X ;76;5%'&&# ,+.7; .( ,+; &.R;/ /4(*7 .-

,+; ;5.(.H%5 &'00;/X (;;0 7.H; -./H .- 6/.,;5,%.( -/.H 4(75/464&.47 7466&%;/7 '(0 ,/'0;

6/'5,%5;72 B, R.4&0 E; */;', %- ,+; H'/N;, 5.4&0 /;*4&',; %,7;&- E4, 4(-./,4(',;&# ,+%7 0.;7

(., +'66;(2 A< +'7 %( ,+; 6'7, %(,/.045;0 ='/%.47 &'R7 /;&',%(* ,. 5.(74H;/ 6/.,;5,%.(2 "4,

,+;7; &'R7 '/; '66&%;0 %( ' +'6+'W'/0 H'((;/ ;%,+;/ ,+/.4*+ ' &'/*;&# ,..,+&;77

;(-./5;H;(, '*;(5# ./ =%' ;O6;(7%=; 5.4/, H'5+%(;/#2

F+; I.(74H;/ D/.,;5,%.( <5, %(,/.045;7 ' 7%(*&; 5.(74H;/ 6/.,;5,%.( &'R PR%,+ 5;/,'%(

-%('(5%'& 7;/=%5;7 ;O5&40;0Q '(0 %, %7 ,. E; R;&5.H;0 -./ ,+%72 Y+;,+;/ %, R%&& '5+%;=; %,7

.Ej;5,%=;7 /;H'%(7 ,. E; 7;;(2 F+; &.(*V,;/H ;--;5,7 .( E47%(;77X ;76;5%'&&# AKJ`7X '(0

5.(74H;/7 5'( .(&# E; H;'74/;0 .(5; ,+; (;R &'R +'7 E;;( %H6&;H;(,;0 PR+%5+ R%&& E;

7,'**;/;0 .=;/ '( 3@ H.(,+ 6;/%.0Q2 PA.4/5; .( ID<Z +,,6Zhh5.(74H;/6/.,;5,%.('5,25.2W'h Q

<0=;/,%7%(* '*;(5%;7 %( ,+; H'/N;,%(* 5.HH4(%5',%.( 7;5,./ H47, ;(74/; ,+', ,+;#

/;7;'/5+ '(0 =;/%-# 5&'%H7 '(0 5.H6'/',%=; 0',' E;-./; 47;2 B( ,;/H7 .- ,+; I.(74H;/

D/.,;5,%.( <5, PID<QX ,+;# 5'( (.R E; +;&0 &%'E&; -./ H%7&;'0%(* ./ -/'404&;(, 5&'%H72 B(

./0;/ ,. 0. ,+%7 7.H; H'%(,'%( %(V+.47; &;*'& 5.4(7;& ./ ,+;# 47; ;O,;/('& &;*'& '0=%5;2

Page 33: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 33/34

 

!"#$ &'()*#'+ ,'$ -.&/#+)0 12 3#++#'4 5#6"(7.*0 #4 -.4894-(#.4 ,#(" 3)( :&'*()*

'40 '(()&/($ (. -*)0#( '++ $.9*-)$ 7.* &'()*#'+ 9$)0 (. 0)&.4$(*'() ;)2 /.#4($< © 2013  

))2) 40%&'0#, -' 1&,.Z'&<6,#%7-0

<( ;O'H6&; .- ' 5.H6'(#`7 %(,;/('& /;*4&',%.( H%*+, E; ,+.7; -/.H ' &%U4./ 5.H6'(#Z

f(0;/'*; 0/%(N%(*Z

•  I.(,;(, ,. .(&# %(5&40; '04&, '5,./7X 7,#&;7 '(0 ;(=%/.(H;(,72 F+%7 %7 5/%,%5'& %(

5'7,%(* '(0 &.5',%.( 7.4/5%(* -./ 5.HH;/5%'&72

•  K;0%' 5+'((;&7 '(0 ;=;(,7 H47, E; 7;&;5,;0 '7 E;%(* 0;-%(%,;&# '%H;0 ', 3@r2

•  <(# 76.(7./7+%6X R+;,+;/ %,7 ;=;(,7X 6;.6&;X 76./,7X H47, E; 5&;'/&# 0;-%(;0 '7

E;%(* .- %(,;/;7, ,. H'j./%,# '40%;(5; .- '04&,7 3@r2

•  :%*%,'&Z <(# .(&%(; '5,%=%,# H47, '7N -./ 0',; .- E%/,+ '(0 =;/%-%5',%.( .- '*; 3@r2

M4(0'H;(,'& D/%(5%6&;7Z

•  Y; H47, ;(74/; ,+', R; .(&# ,'/*;, 6;.6&; 'E.=; ,+; &;*'& 64/5+'7; '*; .- 3@

'(0 'E.=;2

•  F+; 5.(,;(, .- .4/ '5,%=%,%;7 '(0 H',;/%'&7 H47, '66;'& ,. '04&,7 .(&#2

•  Y; R%&& (., '66;'/ ,. 5.(0.(; ;O5;77%=; 0/%(N%(*2

  Y; R%&& ;(5.4/'*; /;76.(7%E&; 0/%(N%(* -./ '04&,7 R+. 5+..7; ,. 0/%(N '&5.+.&2

)32 M6==#'N

F+%7 H.04&; +'7 6/.=%0;0 R%,+ #.4 %(7%*+, %(,. ,+; E'7%5 0;-%(%,%.(7 '(0 5.H6.(;(,7 .-

'0=;/,%7%(*2 M4/,+;/H./;X #.4 +'=; E;;( %(,/.045;0 ,. ,+; =;/# %H6./,'(, &;*'& '(0 ;,+%5'&

5.(7%0;/',%.(7 .- '0=;/,%7%(* \ ' 74Ej;5, ,+', '&& <0=;/,%7;/7 7+.4&0 E; 6/.-%5%;(, %(2 i=;/

,+; (;O, -;R R;;N7X ,+%7 5.4/7; R%&& ,'N; '( %(V0;6,+ &..N ', ,+; -%;&0 .- <0=;/,%7%(*X '(0

-4/(%7+ #.4 R%,+ ' ,+./.4*+ 4(0;/7,'(0%(* .- ,+%7 -'75%(',%(* -%;&02

B( ,+%7 H.04&;X #.4Z

•  :%75.=;/;0 +.R K'/N;,%(* I.HH4(%5',%.(7 '(0 <0=;/,%7%(* '/; &%(N;02

•  $'%(;0 '( 4(0;/7,'(0%(* .- +.R '0=;/,%7%(* R./N7X '(0 +.R 0%--;/;(, *..07 '/;

'0=;/,%7;02

•  [;'/(;0 'E.4, ,+; %H6./,'(5; .- 5.HH4(%5',%.( %( H'/N;,%(*2

•  [;'/(;0 'E.4, ,'/*;, H'/N;,7X '40%;(5;7 '(0 B(,;*/',;0 K'/N;,%(*

I.HH4(%5',%.(72

•  [;'/(;0 'E.4, ,+; ;,+%57 '(0 &;*'&%,%;7 ,. E; 5.(7%0;/;0 %( '0=;/,%7%(*X '(0 E;;(

;O6.7;0 ,. ,+; <0=;/,%7%(* A,'(0'/07 <4,+./%,#Z I.0; .- <0=;/,%7%(*2

Page 34: 1 UCT Course Notes What is Advertising

8/11/2019 1 UCT Course Notes What is Advertising

http://slidepdf.com/reader/full/1-uct-course-notes-what-is-advertising 34/34