Advertising?

You might say that advertising is the method of mediate an image of a producers commodity or service to the potential consumer. To our disposal we have advertising in papers, TV and radio, events, direct marketing, shop advertising, meetings on the Internet, PR campaigns etc. Today we can all agree upon that a mix of all channels and ways of communication is the optimum (if you can afford it).

Often the producers have a clear image of their product or service and how it should be communicated.

This image is based on extensive knowledge and awareness, but it often differs from the consumers, which often is more indistinct and neutral. The task for the advertising agency is to critically review the image of the producer, confront it against the image of the consumer and then try to find a communicable message which is just as relevant for producer as it is for the consumer. Not until then it is meaningful to promote the product or service.

In principle you can say there are three types of advertising. The first emphasise facts and information and tries to convince us that the product is the best on market. For example "Best in test" or "Last longer". The other type call attention to more emotional argument such as "You will be popular" or "Always right". This one we often find in vogue, lemonade and sweets. Finally we have advertising that appeal to our wallet by way of pointing out a low price. Of course, you can find other types of advertising, or combinations of those, but in order to simplify we confine ourselves with this three categories.

Source: Sveriges Reklamförbund