Advertising and Media

1. Marketing is the broad strategy of identifying, anticipating, and satisfying customer needs.
2. Advertising is a specific component of marketing—it is the paid communication used to promote a product or service.

💡 À retenir : Marketing is the "whole process", Advertising is the "promotion tool".

1. It helps you choose the right media channel (e.g., Instagram for youth, newspapers for older demographics).
2. It allows you to tailor your message language and tone to fit the needs of that specific group.

💡 À retenir : If you target everyone, you target no one.

1. Use strong, imperative verbs (e.g., "Buy", "Join", "Download").
2. Create a sense of urgency (e.g., "Limited offer", "Ends today").
3. Keep it short and visible.

💡 À retenir : A CTA must tell the customer exactly what to do next.

1. Track the conversion rate (number of people who bought after seeing the ad).
2. Measure "Brand Awareness" through surveys or social media engagement (likes, shares).
3. Compare the cost of the ad to the revenue generated (ROI).

💡 À retenir : Effectiveness is measured by results, not just by how "pretty" the ad is.

1. It is the one specific feature that makes your product better than the competition.
2. It answers the customer's question: "Why should I buy from you instead of someone else?"

💡 À retenir : Your USP is your competitive advantage.

1. Not necessarily. It depends on your target audience.
2. Social media is better for precise targeting and lower budgets.
3. Traditional media (TV/Radio) is better for building massive brand awareness quickly.

💡 À retenir : Choose the channel that matches your audience's habits.

1. It involves selecting the best combination of media outlets.
2. It determines the schedule (when to run the ads) and the budget allocation.

💡 À retenir : Media planning ensures your ad reaches the right person at the right time.

1. It guides the reader through a psychological journey.
2. It ensures you don't just list features, but actually persuade the customer to act.

💡 À retenir : AIDA turns a passive reader into an active buyer.

1. Paid Media: Ads you pay for (TV, Google Ads).
2. Owned Media: Channels you control (Company website, blog).
3. Earned Media: Publicity you get for free (Customer reviews, social media shares).

💡 À retenir : A balanced strategy uses all three types.

1. Yes, if it is misleading or makes false claims about a product's benefits.
2. It can also be considered unethical if it targets vulnerable groups (like children) in a harmful way.

💡 À retenir : Honesty is essential for long-term brand reputation.

1. It is the extent to which consumers are familiar with the qualities or image of a particular brand.
2. High brand awareness means people recognize your logo or name instantly.

💡 À retenir : Awareness is the first step in the customer decision-making process.

1. Advertising is paid space; you control the message.
2. Public Relations (PR) is earned media; you build relationships with the press to get coverage.

💡 À retenir : Advertising is what you say about yourself; PR is what others say about you.