BASIC PRINCIPLES OF ADVERTISING
1. The existence of a particular message.
Ads would not exist without the existence of the message. Without the message, the ad will not be tangible. The message conveyed by an ad, can form a combination of verbal messages and non-verbal messages.
Verbal message is the message conveyed either orally or in writing. In the verbal message, the ad is a series of words composed of vowels and consonants that make up a particular meaning. Oral form of verbal messages can be delivered through audio or audio visual. While writing the verbal message can be conveyed through print and audio visual.
All messages that are not verbal messages are non-verbal messages. Throughout these forms of non-verbal means, so he can be called as a communication message. Non-verbal messages can be visually non-verbal, non verbal and non verbal auditif non-visual. Visual non-verbal messages are messages that can be received through the senses, especially eyes. Visual non-verbal messages in general there are three types, namely the shape kinestik, proksemik and artifaktual. Non-verbal messages kinestik tangible visual gestures / body. It can be movement of some or all of the body.
2. Conducted by the communicator (sponsor)
Advertising messages there because it is made by the communicator. Conversely, if there is no communicator, there will be no advertising messages. Thus, the characteristics of an ad is that the message is created and delivered by a communicator or a particular sponsor clearly. Communicators in the ad may come from individuals, community groups, institutions or organizations and even countries.
3. Conducted with non-personal way.
Of understanding which provided advertising, almost all agreed that the ad is delivering a message that is in non-personal. Non-personal means not in the form of face to face. Delivery of messages can be called the ads when done through the media.
4. Delivered to a specific audience.
In the world of advertising, target audience tends to be specific. The message is not intended to be given to all people, but the specific target audience groups. Selected target audiences is based on the belief that basically every special group memilkii audience preferences, needs, desires, characteristics and particular beliefs. Thus, the message given to a specially designed in accordance with the target audience.
5. In delivering the message, carried out by way of pay.
Delivery of messages is done by not paying by the advertiser, is not considered advertising. Communication message conveyed in a way not to pay, will be included in the category of other communications activities. In advertising, this term should be paid now widely interpreted. Because, said the pay is not only done with a medium of exchange of money, but by way of barter in the form of space, time and opportunity.
6. Delivery of the message, expects a certain impact.
In a visual ad, the entire message in the ad should be the message effectively. This means that the message can move their audience to follow the advertising message. All ads created by advertisers can be assured to have a specific purpose, namely, a certain impact on the audience.