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Advertising Is The Non Personal Communication Of Information Marketing Essay

Paper Type: Free Essay Subject: Marketing
Wordcount: 2664 words Published: 1st Jan 2015

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One definition of advertising is: “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”(Bovee, 1992, p. 7) Now let’s take this statement apart and see what it means.

Advertising is bringing a product and service to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

The first assumption that was queried related to purchasing itself, in terms of what advertising would achieve if it was effective. This assumption was advertising achieved the conversion. In the sense of converting loyal user of the other brand to loyal users of the brand advertised. We pointed out that this pattern, although it could on occasion be f9und in actual purchasing sequences, was actually quite rare. It also happen in this case:” I have always bought brand B, but now I have the advertising for brand A has persuaded me that it is better in fulfill my requirement under the advertisement, so in future I will buy brand A” The advertisement pointed out that strengthen of the product which mean it’s communicating with the people.

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First, what is “non-personal” advertising? There are two basic ways to sell anything: personally and non-personally. Personal selling requires the seller and the buyer to get together. There are advantages and disadvantages to this. The first advantage is time: the seller has time to discuss in detail everything about the product. The buyer has time to ask questions, get answers, and examine evidence for or against purchase.

Next, the seller can easily locate potential buyers. If you enter a store, you probably have an interest in something that store sells. Street vendors and door-to-door sellers can simply shout at possibilities, like “McDonalds” retailer shop who call out, “I say there, I would like to order food?”, or knock at the door and start their spiel with an attention grabber. From there on they fit their message to the individual customer, taking all the time a customer is willing to give them.

Disadvantages do exist. Personal selling is, naturally enough, expensive, since it is labor-intensive and deals with only one buyer at a time. Just imagine trying to sell chewing gum or guitar picks one-on-one; it would cost a dollar a stick or pick.

In addition, its advantage of time is also a disadvantage. Personal selling is time-consuming. Selling a stereo or a car can take days, and major computer and airplane sales can take years.

Nonetheless, although personal selling results in more rejections than sales, and can be nerve-racking, frustrating and ego destroying for the salesperson, when the salesperson is good it is more directed and successful than advertising.

From the above, it appears that personal selling is much better than advertising, which is non-personal. This is true. Advertising has none of the advantages of personal selling: there is very little time in which to present the sales message, there is no way to know just who the customer is or how them is responding to the message, the message cannot be changed in mid-course to suit the customer’s reactions.

Then why bother with advertising? Because its advantages exactly replace the disadvantages of personal selling and can emulate some of the advantages. First let’s look at the latter.

First, advertising has, comparatively speaking, all the time in the world. Unlike personal selling, the sales message and its presentation does not have to be created on the spot with the customer watching. It can be created in as many ways as the writer can conceive, be rewritten, tested, modified, injected with every trick and appeal known to affect consumers. (Some of the latter is the content of this book.)

Second, although advertisers may not see the individual customer, nor be able to modify the sales message according to that individual’s reactions at the time, it does have research about customers. The research can identify potential customers, find what message elements might influence them, and figure out how best to get that message to them. Although the research is meaningless when applied to any particular individual, it is effective when applied to large groups of customers.

Third, and perhaps of most importance, advertising can be far cheaper per potential customer than personal selling. Personal selling is extremely labor-intensive, dealing with one customer at a time. Advertising deals with hundreds, thousands, or millions of customers at a time, reducing the cost per customer to mere pennies. In fact, advertising costs are determined in part using a formula to determine, not cost per potential customer, but cost per thousand potential customers.

Thus, it appears that advertising is a good idea as a sales tool. For small ticket items, such as chewing gum and guitar picks, advertising is cost effective to do the entire selling job. For large ticket items, such as cars and computers, advertising can do a large part of the selling job, and personal selling is used to complete and close the sale.

Advertising is non-personal, but effective.

Facebook advertising method

The red arrow showing the Facebook advertisement

People treat Facebook as an authentic part of their lives, so you can be sure you are connecting with real people with real interest in your products. Facebook Ads provided CM Photographic the ability to target their exact demographic – 24-30 year old women whose relationship status on Facebook indicated that they were engaged.

Over 12 months, CM Photographic generated nearly $40,000 in revenue directly from a $600 advertising investment on Facebook. Of the Facebook users who were directed to CM Photographic’ website from the ads, 60% became qualified leads and actively expressed interest in more information.

I have found [Facebook Ads] SO effective. My business wouldn’t be anywhere close to where it is today if it weren’t for Facebook, and the ads campaign.

– Chris Meyer, President

From the information given, Facebook Ads makes it easy and cost-effective to quickly set up and manage your campaign. G5 found success setting up a series of Facebook Ad campaigns targeted to college students at 21 campuses prior to Summer break for StorQuest self-service storage facilities. Real-time suggested bids for our auction-based system provided guidance that enabled G5 to hone ad effectiveness based on their various targeting filters (age, college level and location).

The results from StorQuest’s Facebook ad campaign were one of their highest performing online advertising efforts:

Over 50% increase in total rentals versus prior year at the same store.

10% conversion rate from visits originating from Facebook Ads.

On par with Google AdWords on a cost-per-lead and cost-per-customer basis.

$1.25 CPC delivered $10.25 cost-per-lead.

When you have a broader presence on Facebook with Facebook Pages or Facebook Events plus ads for instance, you can turn your advertising message into a trusted referral by including content from a user’s friends who are already affiliated with your products. ANA took this approach by creating a Facebook Page to acquire interested users for on-going messaging opportunities and developing a compelling advertising campaign. ANA used a creative grouping of keywords to target advertising to users specifically interested in traveling and Japanese culture and developed ad creative that resonated with their audience.

Average campaigns for ANA result in CTR of 8 – 12%. Facebook Ads resulted in a 25% CTR. Conversions resulted in positive ROI which is unique for ANA considering their product is not an impulse purchase for most people and Japan is not traditionally seen as a leisure destination.

If the company is running a Facebook Ad Campaign, they can choose to target “Social Actions” in their campaigns. With this feature enabled, those people who fan the Page may see the Ad listed among their News Feeds. Companies can also use the Facebook messaging system to communicate with their “fans.”

Banner advertising method

The Arrow showing the banner advertising method

A banner ad is an image shown on a webpage for advertising purposes. Along with animation, contemporary ad banners often use simple forms of interaction as a lure, taking advantage of plug-ins such as Flash and Shockwave to create banner-based games.

As you can see, advertisers came to the conclusion that banner ads were not as effective as full-page magazine ads or 30-second TV commercials. At the same time, there was an incredible glut of advertising space, thousands of sites had a million or more page impressions available per month, and companies like DoubleClick began collecting these sites into massive pools of banner-ad inventory. The economic principle of “supply and demand” works the same way on the Web as it does everywhere else, so the rates paid for banner advertising began to plummet.

Undoubtedly you know what banner ads are; you’ve seen innumerable ones as you’ve surfed across countless websites. You may have already clicked on a number of them. Banner ads take different shapes and sizes, and many forms and styles, but they share a common goal: attracting visitors!

Banner ads usually contain graphics, sometimes they are entirely text and others they use graphics and text. The main idea of a banner ad is to present an interesting idea to the surfer and have them click on it for more information, leading them to the advertiser’s site.

Banner ads come in many sizes, the most popular, is a full banner (468 x 60), but all styles are used. Some people claim you should stay away from using full banner ads as they are already so common that most surfers avoid them.

Obviously placing banners that advertise your site on other websites costs money. There are several ways of paying for this type of advertising. You may pay per click on the banner; per thousand clicks; per sales to visitors directed to you, or another form.

How much banner ads work for you will depend on a variety of things? Where you place the ads, how relevant the sites hosting the ad are to your site; what your ads look like, how appealing they are; how clear they are about what you are advertising, etc.

Placing the ads on sites related to yours is vitally important, i.e. people surfing for watches will probably not be interested in an ad for parachutes.

Your ads should be attractive, preferably animated, clear and to the point. They should be advertising a specific product or service, not just the name of your site. People who click on the ad should be able to find the product or service in question with relative ease. Ideally, the ad should lead directly to it.

Pop-up advertising method

A pop-up ad is an ad that “pops up” in its own window when you go to a page. It obscures the Web page that you are trying to read, so you have to close the window or move it out of the way. Pop-under ads are similar, but place themselves under the content you are trying to read and are therefore less intrusive.

A typical site with two pop-up ads that appear on top of the home page

A pop-up ad is a pop-up window used for advertising. When the program is initiated by some user action, such as a mouse click or a mouse over , a window containing an offer for some product or service appears in the foreground of the visual interface. Like all pop-ups, a pop-up ad is smaller than the background interface – windows that fill the user interface are called replacement interfaces – and usually resembles a small browser window with only the close, minimize, and maximize options at the top. A variation on the pop-up ad, the pop-under , is a window that loads behind the Web page that you’re viewing, only to appear when you leave that Web site.

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Pop-up and pop-under ads annoy many users because they clutter up the desktop and take time to close. However, they are much more effective than banner ads. Whereas a banner ad might get two to five clicks per 1,000 impressions, a pop-up ad might average 30 clicks. Therefore, advertisers are willing to pay more for pop-up and pop-under ads. Typically, a pop-up ad will pay the Web site four to 10 times more than a banner ad. That is why you see so many pop-up ads on the Web today.

Pop-up windows come in many different shapes and sizes, typically in a scaled-down browser window with only the Close, Minimize and Maximize commands.

There is a strong resentment by some Web surfers towards pop-up ads. Marketers often do not realize the ill-will generated by pop-ups because it is easier to click the “close” button than send an email to complain. What can often be seen is an above-average click-through rate, although some of this can come from “false positives,” unintentional clicks when the pop-up gets in the way of the desired target. Advertisers can get a better picture of the effectiveness of pop-up advertising by paying attention to conversion rates and return on investment (ROI).

Pop-up ads are not popular with the average Web surfer, and there are several products that disable them, such as Pop-up Stopper, Pop-up Killer, and Pop-up Annihilator. One thing to look for in such a program is the ability to differentiate between user-initiated pop-up windows and others, because many other applications (such as Webcast s, for example) make use of pop-up windows. If a pop-up stopper utility can’t tell the difference between a pop-up window that the user has requested and an unsought pop-up ad, the program may cause more problems for the user than it solves.

The advantage and disadvantage of Facebook advertising method


And remember how the way to improve this method to attract the eye of people and other u can understand

The advantage and disadvantage of Banner advertising method


And remember how the way to improve this method to attract the eye of people and other u can understand

The advantage and disadvantage of pop-out advertising method

Chan Jia Jun

And remember how the way to improve this method to attract the eye of people and other u can understand


Lai kai lin

Need to cover and mention u

The different between online and common advertisement

What you more prefer on (common and online)+ why

If only have 3 type of method that I mention, what online advertising method you will choosing

Reference Link

Pop-out ads method


Facebook ads mathod







Lai kai lin

This no need do


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