1. Advertising communication is communication with a clear purpose.
Both for-profit advertising communication and non-profit public service advertising communication activities have a clear purpose. For example, as a profit-making enterprise, what it pursues is to transmit the information of the enterprise to the potential target audience as soon as possible, realize commodity sales, provide services, obtain profits, and maintain the survival and development of the enterprise. Its purpose is very clear.
It is in order to achieve the profit-making purpose of enterprises that enterprise advertisers attach great importance to advertising creativity, carefully weigh the words in advertising copy, make a careful advertising communication plan, and require advertising production to convey information effectively and accurately, and require that "every word, every chart and every symbol in the advertisement should contribute to the efficacy of the information you want to convey."
2. Advertising communication can be repeated.
Advertising messages always strive to be accepted by all target audiences. For commercial advertisements for profit, advertisers always plan communication activities for potential consumers. It is impossible to be accepted by every target audience after the first broadcast, and the arrival rate of the first broadcast is extremely low, so it needs to be broadcast for the third time repeatedly. ...
At the same time, the repeated communication of advertisements is also to have enough influence on the audience, thus producing cognitive, emotional, attitude and even behavioral effects, and achieving the expected purpose of advertising communication.
3. Advertising communication is a kind of compound communication.
Advertising communication is not carried out through a single channel, and most advertisers often spread through multiple channels. One way is to take the mass media as the main body and cooperate with other media. That is, using newspapers, magazines, radio and television to spread information to a large number of people who are widely distributed and do not know each other; The second is to combine paid communication with free communication. Mass media need to pay, which is one of the basic characteristics of modern advertising. Advertisers can also carry out advertising communication activities through their own media. Although the scale is small and the communication scope is limited, effective communication activities can be carried out for specific audiences at low cost.
4. Advertising communication is the communication of strict screening of sales information.
There are many aspects that an enterprise, a commodity, a service or an idea can promote and a lot of information needs to be disseminated, but the content that an advertisement can actually disseminate is always very limited. Strict screening of information is another remarkable feature of advertising communication.
Because advertising communication is paid communication, buying mass communication is expensive. For advertisers, the space and broadcast time he buys for advertisements are extremely limited, and he is required to spread as much information as possible under a limited condition to attract consumers. In addition, because every advertiser has to face a harsh communication competition environment, that is, the information choice of the information receiver.
Consumers live in a sea of advertising information in Wang Yang. They don't have time to care about all the advertising information. They only take an accepting attitude towards those novel, interesting and self-interested commodity information. Therefore, no matter which enterprise, it always cherishes the information spread by advertisements, thinks repeatedly and selects carefully to increase the "gold content" in the limited information.