Communication
Communication uses all of the senses: Smell, touch, taste, sound and sight.
Of the five, only two are really useful in advertising – sound and sight.
Smell
Smell is an extremely strong form of communication.
The smell could be a perfume or aftershave that reminds you of Sheila or
George.
Any smell can be conjuring up a memory for you.
Without some control, smell is a very weak form of communication for
advertising.
Touch
Touch was a limitation that makes it of little use to advertising.
The customer has to come in actual contract with the item to be touched.
It is possible to use touch for a limited number of products.
For example, Samples of Cloth or Paper
Taste
Taste is probably the least useful communication channel available to
advertising.
Like touch, taste requires to potential customers to come in actual physical
contact with the product.
It is possible to use direct mail, sending samples to homes, but that is an
expensive way to advertise.
Taste is much more effective in personal selling, such as sampling foods in
supermarkets or in door-to-door sales.
Sound and sight are the most effective and easily used channels of
communication available to advertising. For these reasons virtually all
advertising relies on them.
Sound
Sound is extremely useful for advertising. It can be used in a variety of
media, from radio and television to the new technology of binding micro-sound
chips in magazines to present 20 second sales messages. It is also capable
of presenting words and "theatre of the mind".
Sound can conjure in the listener’s mind images and actions that don’t
necessarily exist.
Sight
Sight is arguably the most useful of the communication channels available to
the advertiser. Through sight it is possible to use both words and images
effectively.
"A picture is worth a thousand words"
An advertiser can put many inconspicuous details into a picture that will affect
a customer on the subconscious level.
The five forms of human communication can be used to send any message to
potential customers. However, not all five are equal. Smell, touch and taste
are of little use, but sound and sight are of great value and effectiveness.
Information
"Information is defined as knowledge, facts or news.
Complete information is telling someone everything there is to know about
something.
For advertising, information must of necessity be complete. In advertising,
what appears is everything the writer thinks the customer needs to know
about the product in order to make a decision about the product. That
information will generally be about how the product can benefit the customer.
The Federal Trade Commission deals with such omissions by demanding
affirmative disclosure of such information, and backs up their demands with
the force of law.
Biased information about a product is that which emphasizes what is good
and ignores what is bad about it.
Any advertising will use words and images that show how good her product is
and/or how poor rather competition’s is. This is biased information, but
recognized and accepted by industry, regulators and consumers – it is called
puffery.
Deceptive information is lying to the customer about the qualities of a
product. Such deception is illegal.
Paid For
If any advertise is created and placed in the media, the costs of creation and
time or space in the media must be paid for.
PR seeks to place information about companies and/or products in the media
without having to pay for the time or space.
PR creates news releases and sends them to news media in hopes they will
be run.
Often PR departments produce events that will be covered by news media
and thus receive space or time.
Persuasive
The basic purpose of advertising is to identify and differentiate one product
from another in order to persuade the consumer to buy that product in
preference to another.
Communication uses all of the senses: Smell, touch, taste, sound and sight.
Of the five, only two are really useful in advertising – sound and sight.
Smell
Smell is an extremely strong form of communication.
The smell could be a perfume or aftershave that reminds you of Sheila or
George.
Any smell can be conjuring up a memory for you.
Without some control, smell is a very weak form of communication for
advertising.
Touch
Touch was a limitation that makes it of little use to advertising.
The customer has to come in actual contract with the item to be touched.
It is possible to use touch for a limited number of products.
For example, Samples of Cloth or Paper
Taste
Taste is probably the least useful communication channel available to
advertising.
Like touch, taste requires to potential customers to come in actual physical
contact with the product.
It is possible to use direct mail, sending samples to homes, but that is an
expensive way to advertise.
Taste is much more effective in personal selling, such as sampling foods in
supermarkets or in door-to-door sales.
Sound and sight are the most effective and easily used channels of
communication available to advertising. For these reasons virtually all
advertising relies on them.
Sound
Sound is extremely useful for advertising. It can be used in a variety of
media, from radio and television to the new technology of binding micro-sound
chips in magazines to present 20 second sales messages. It is also capable
of presenting words and "theatre of the mind".
Sound can conjure in the listener’s mind images and actions that don’t
necessarily exist.
Sight
Sight is arguably the most useful of the communication channels available to
the advertiser. Through sight it is possible to use both words and images
effectively.
"A picture is worth a thousand words"
An advertiser can put many inconspicuous details into a picture that will affect
a customer on the subconscious level.
The five forms of human communication can be used to send any message to
potential customers. However, not all five are equal. Smell, touch and taste
are of little use, but sound and sight are of great value and effectiveness.
Information
"Information is defined as knowledge, facts or news.
Complete information is telling someone everything there is to know about
something.
For advertising, information must of necessity be complete. In advertising,
what appears is everything the writer thinks the customer needs to know
about the product in order to make a decision about the product. That
information will generally be about how the product can benefit the customer.
The Federal Trade Commission deals with such omissions by demanding
affirmative disclosure of such information, and backs up their demands with
the force of law.
Biased information about a product is that which emphasizes what is good
and ignores what is bad about it.
Any advertising will use words and images that show how good her product is
and/or how poor rather competition’s is. This is biased information, but
recognized and accepted by industry, regulators and consumers – it is called
puffery.
Deceptive information is lying to the customer about the qualities of a
product. Such deception is illegal.
Paid For
If any advertise is created and placed in the media, the costs of creation and
time or space in the media must be paid for.
PR seeks to place information about companies and/or products in the media
without having to pay for the time or space.
PR creates news releases and sends them to news media in hopes they will
be run.
Often PR departments produce events that will be covered by news media
and thus receive space or time.
Persuasive
The basic purpose of advertising is to identify and differentiate one product
from another in order to persuade the consumer to buy that product in
preference to another.
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