The Understanding of Advertising Classification of Advertising

3. ADVERTISING

3.1 The Understanding of Advertising

When it was originally borrowed from French into English, advertise meant ‘notice’. It comes ultimately from the Latin verb advertere which means ‘turn towards’ . This was later reformed into advertir, on the model of its Latin original, and its stem form advertis was taken into English. This modern sense means ‘describing publicly in order to increase sales’ has used at the beginning of mid 18 th century. In the 16 th and 17 th century, the verb was pronounced with the main stress on its second syllable, like advertise- in advertisement-. Advertising is a small part of the day life of business, governments and of the people who work in and with the endless excitement, fascination, and frustration. Advertising is so familiar to modern readers that it may seem old to ask what the advertising is. The American Marketing Association Committee defines that advertising as any paid form of non-personal presentation and promotion ideas, goods, or service by an identified sponsor. Advertising consists of activities of a visual or oral nature directed to selected publics for the purpose of informing or influencing them about a product and for service. This statement means that advertising is just a part of much wider world of business communications. It is true, that advertisement tends to take the largest part of the funds spent by companies in talking about their wares to their various publics. It has managed to attract a glamorous aura, but media advertising is merely one of number of possibly alternative that a company can use it to communicate with its consumers. Universitas Sumatera Utara

3.2 Classification of Advertising

Advertising can be classified in several broad categories that are not necessarily mutually exclusive, there are: - Commercial and non commercial advertising, and - Primary and selective demand advertising. 1 Commercial and non commercial advertising Commercial advertising may be divided into consumer advertising and business advertising. Comercial advertising may be sub-divide into national and retail advertising. National advertising refers to any advertising by a producer of goods or services ; whereas retail advertising refers to any advertising by retailer ; Business advertising may be divided into several categories. It includes industrial advertising diverted at industrial product, trade advertising, directed at the various type of intermediate and professional advertising such as doctors, lawyers, certified public accountants and clergymen. Non commercial advertising is an advertisement which is not aim of gaining profit and usually does not serve a product in it but only serves an advices, information, announcement, for public. For example: the advertisement of election or public service advertisement. 2 Primary and Selective Demand Advertising Advertising is designed to stimulate demand for the goods of the advertiser. There are two kinds of demand: primary demand and selective demand. Primary demand means demand for the generic product of an entire industry. Selective demand is the demand for a particular brand produced by a particular firm. Universitas Sumatera Utara

3.3 The Media of Advertising