Definition Of Commercial Advertising
Advertising is typically designed to make consumers
more aware of people, places or products. In some cases the advertising occurs
as a public service, such as a campaign to make people more aware of the
dangers of smoking or alcohol use. In other instances, the purpose of
advertising is to gain the interest and trust of consumers. Advertisers seek to
increase interest in buying a product, visiting a place, or using a specific
service. Commercial advertising in general is the use of advertising to
generate revenue.
One important aspect of commercial advertising is
that it creates a demand or a perceived need for something. As soon as the
consumer has a reason to want, commercial advertising is there to offer a
solution to that need. Advertisements give answers to a consumer's questions,
including where to eat, where to go, or what to buy. Effective advertising
works to create a desire while offering an attractive solution.
Not every aspect of commercial advertising relates
to fulfilling an immediate need. Advertisers also strive to create name
recognition, which is commonly called "branding." Effective branding
means the consumer instantly recognizes the company or the product name and has
come to feel positively about it. Companies use commercial advertising in an
effort to impress consumers with how happy they will be once they buy the item
or use the service offered. .
Often in successful commercial advertising, a
company hits on something that strikes a chord with the consumer, such as a
mascot, spokesperson, or jingle. These are tools advertisers use to help
consumers remember a product and purchase it when a future need arises.
Although it may not result in immediate sales increases, consumers are thought
to buy more frequently from companies with a recognizable, positive image.
The marketplace is flooded with advertising. It's
found on television, in magazines, and on billboards. Advertising is often
found printed on the sides of buses, and it is commonly splashed all over the
Internet.
Football stadiums, baseball parks, community pools
have all become part of the commercial marketplace, selling naming rights to
companies wishing to bolster their name recognition. There is no one type of
media that defines what commercial advertising is. Advertisers try to use
nearly any means available to them to spread the word about their goods and
services.
Definiton Of Public Service Announcement
What PSAs Are...
· Often the only realistic opportunity for nonprofit
groups to communicate a message through the mass media.
· Considered "advertising" by media outlets
that use them. That is, PSAs generally are published or broadcast in unsold
advertising space and must follow the same guidelines as paid advertising.
·
Available to nonprofit and not-for-profit
organizations.
·
Viewed by the public as positive and credible
sources of information.
What PSAs Aren’t...
· Free advertising. PSAs must have a public service
message, not just promote an organization’s image.
· Always inexpensive. Producing and distributing a
PSA, especially for television, can be expensive, even though the air time is
free. There are less expensive alternatives for delivering your message, so
plan carefully.
· Guaranteed. Broadcasters are no longer required to
run PSAs to fulfill an obligation to operate in the public interest. Tough
economic times have reduced the size and budgets of newspapers and magazines.
Competition for PSA space is fierce, so you can’t be certain your PSA will be
used. Therefore, before you launch an expensive PSA campaign, evaluate your
situation and make some decisions.
The Differences Between Public Service Announcements (PSA)
and Commercials
It's easy to group public service announcements (PSA) and commercials into the same category because
when a television show breaks, both forms of media can air consecutively. In
this way, they are both forms of advertising. However, there are a few key
differences between PSAs and commercials, such as how they are made, how they
appear on TV and who is responsible for making them.
Donated Media Versus Paid Media
·
One key
difference between PSAs and commercials is how they get a spot on television.
Each time you see a commercial, the amount of time (minutes and seconds) the
commercial runs has been paid for by a company. Executives see the money spent
to create and air a commercial as an investment to reach viewers and entice
people to buy. PSAs, on the other hand, run on TV for free. The PSA sponsor
requests a slot from a TV network but the station is under no obligation to
play the spot at any time or at all. In some cases a fee is charged when a
station agrees to play a PSA in a particular time slot.
PSAs Cannot Raise Money
·
While
both PSAs and commercials can be well-produced, high quality and creative,
there are far more restrictions on the type of content a PSA can include. PSAs
cannot be used to raise money for a group or cause or recruit volunteers for
that purpose. Unlike commercials, the Federal Communications Commission
restricts PSAs from using the media as a platform for sales of any kind and
words like "free" and "discount " are prohibited.
Calls to Action Are Prohibited in PSAs
·
The
focus of a PSA is to educate and inform the public about matters concerning the
well-being of the community. Commercials, on the other hand, are intended to
convince viewers that they should purchase something as soon as possible. PSAs
cannot qualify, indirectly or directly, one product or service over another.
Likewise, PSAs cannot use calls to action or verbs that instruct people to do
something specific (go, get, call, serve). This makes all the difference
between statements like "Don't let friends drive drunk" (a call to
action) and "Friends don't let friends drive drunk" (accomplishes the
same thing without telling the listener what to do).
PSAs are Sponsored by Not-For-Profits
·
Commercials
can be made by anyone who can afford to purchase advertising space. Typically
this is done by companies or individuals with a product or service to sell.
PSAs, on the other hand, cannot be submitted by for-profit companies. Only non-profit
organizations can submit PSAs. However, a for-profit company can donate its
time and talent to help produce a PSA, which is often the case with highly
produced television PSAs, such as those made by the Ad Council.
References : http://www.ehow.com/info_8522581_differences-between-psas-commercials.html
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