I hate advertising, but I love commercials!

Students: AVRAM Emanuela, emmavram@yahoo.com VLZAN Adriana, vlazan.adriana@yahoo.com Coordonator: Asist.univ.drd. MUREAN Maria 1 December 1918 University of Alba-Iulia Abstract- The paper describes the concept of advertising and presents a case study of the event Lumini! Camera!...Publicitate!. Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of particular brand of product or service. The aim of advertising is to influence the consumers. The event Lumini! Camera!...Publicitate! organized by the students of the Marketing Group had an educational purpose, and offered to the public/ audience an opportunity to make contact with the advertising world through a show such as the one imagined by Jean-Marie Boursicot Noaptea devoratorilor de publicitate. 1. The concept of advertising and TV commercials 1.1. The concept and definition of advertising Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does. Steuart Henderson Britt As we can see in the above quote, advertising is a tool of the company which should be used efficiently and effectively as possible to aid the company in reaching its goals and to increase their own market power. Without advertising the company is keep out of the market and its almost invisible for the customers. Advertising can have an impact upon awareness and liking and may even have an influence on trial behaviour, it have a specific role in moving consumers toward purchase. It was first used to separate the brand from competitors trough, differentiation but it is advertising that allows firms to be competitive, because this is the least expensive way to communicate with a mass market. Advertising is more than just selling stuff. It drives consumers choice and competition; it feeds the creative economy and creates jobs. According to American Marketing Association advertising means the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas. 1.2. The reasons that a company should use advertising - advertising leads to higher prices - advertising. creates a barrier to entry to the market - advertising leads to market concentration - advertising leads to product proliferation - advertising manipulates customers to buy thinks that they dont need

1.3. Types of advertising Television advertising/ Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" combining the words "information" & "commercial". Radio advertising Radio advertising is a form of advertising via the medium of radio. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Cover advertising Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. In-store advertising In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters (aka POPPoint Of Purchase display), eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Coffee cup advertising Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. Street advertising This type of advertising first came to prominence in the UK by Street Advertising Services to create outdoor advertising on street furniture and pavements. Working with products such as Reverse Graffiti, air dancer's and 3D pavement advertising, the media became an affordable and effective tool for getting brand messages out into public spaces. Celebrity branding This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. 1.4. TV commercials Television has held the title of the largest mass medium used for advertising for more than 60 years, and that designation has not been overtaken even with the growth of the internet. Compared to other advertising mediums, TV is known to be the most effective option to convince people to purchase some products and services. Television is an important component of a media plan because of its pervasiveness, impact and targeting abilities. The word Commercial means a name used to indicate an advertising message in the radio, broadcast television, and cable television media. Tv commercial is a span of television programming produced and paid by an organization that conveys a message.

Tv Commercials really make a lot of difference nowadays . Companies use billions of dollars each day just for advertising products and services. It is expensive but, we have to admit that it is truly an effective way of reaching out to people. The benefits of Tv commercials Advertising on television has always been a powerful tool for driving awareness and demand for any product, here are some benefits of Tv commercials: 1. More prospective customers are reached by TV commercials that target certain stations where there is a larger viewership. 2. Static adverts will not get you as far as actively moving ones will. 3. Numerous TV viewers will get to see your ad while watching their favourite programs. The Characteristics of Tv Comercial Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases (slogan) that generate sustained ideas, which may remain in the minds of television viewers long after the span of the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own, spawning gags or "riffs" that may appear in other forms of hens, such as comedy movies or television variety shows, or in written media, such as magazine comics or literature. Impact of TV Commercials The impact of television is vital because of its enormous potential as an audiovisual communicator. Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, colour, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. TV. Commercials usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Commercials are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Commercials cannot only change emotions but give subliminal message. Advertising today seems to be everywhere and ever present exerting a far reaching influence on the daily lives of people. Commercials develop self-concepts in order to induce purchase decisions. A study on T.V. advertisements has expressed that among the media, the impact of television advertisement on social behavior, including purchasing behavior was the greatest. The reason being that television has charm, instantaneous transmission capability and universality of appeal. Television advertising can have a powerful influence on consumption and behavior. Advertising seen is measured by looking at impacts. Impacts provide a measure of advertising exposure. One impact is equivalent to one member of the target audience viewing one commercial spot. Around one in five of all of the T.V. advertisement seen is for a core category product. Having realized the stupendous effect T.V. advertising has not only on the purchasing pattern but also on the total lifestyle was felt to be changes as a impact of T.V. advertisements. TV advertising is obviously a great way to gain consumer recognition for your trade or business. 2. Case study Lumini! Camera!...Publicitate 2.1. The concept event Noaptea devoratorilor de publicitate The Night of the AdEaters is the real cream of advertising. Created and produced since 1981 by Jean Marie Boursicot, The Night of the AdEaters is a show that now runs in

more that 40 countries worldwide dedicated to showing the production of advertising among 60 different nationalities on the Big Screen and in a crazy atmosphere! Its the opportunity to fling open a window on the world and for six hours to get a taste of what Russian, Asian, African, and South American advertisers serve up. It was considered by Le Monde, an important newspaper "A major annual rendezvous, an explosive cocktail of rock-concert, football match and fair" The Night of the Ad Eaters is cinema and, of course, a show, but its also a testimony to our era, based on a language shared by all. With advertising you dont need subtitles. The message is sufficiently brief and dense to be understood by everyone, transcending linguistic and cultural differences. Every year, all around the world, 300,000 enthusiasts meet-up to unreservedly celebrate the Publivore cult, in a friendly, convivial and fun atmosphere, enjoying each and every advert or singing along to the best-known jingles. Depending on the city where it is held, the Night of the Adeaters brings a lot of additional shows, such as performances of DJs, laser shows and many more. A lot of surprises and presents are prepared for every visitor! 2.2. The event description 2.3. The event promotion 3. Conclusion and opinions of the public