Mass selling method of advertising. It is an approach that uses communication media to convey information to the general public at one time. This method is not as flexible as personal selling, but it is a cheaper alternative to convey information to a large and widespread audience (target market). There are two main forms of mass selling, namely advertising, and publicity.
1. Advertising
Advertising is one of the most widely used forms of promotion by companies promoting their products. At least this can be seen from the amount of advertising budget spent by each company for the brands it produces.
Advertising is a form of indirect communication, which is based on information about the advantages or benefits of a product and is structured in such a way as to create a pleasant feeling that will change someone’s mind to make a purchase.
The AMA (American Marketing Association) defines advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. What is meant by advertising is the whole process which includes the preparation, planning, implementation, and supervision of advertisements.
2. The main function of advertising
Advertising has four main functions, namely informing the audience about the ins and outs of the product (informative), influencing the audience to buy (persuading), refreshing information that has been received by the audience (reminding), and creating a pleasant atmosphere when the audience receives and digests the information. (entertainment). An advertisement has the following characteristics:
- Public Presentation Advertising allows everyone to receive the same message about the advertised product.
- Pervasiveness The same advertising message can be repeated to confirm the reception of information.
- Amplified Expressiveness Advertising can dramatize the company and its products through images and sound to arouse and influence the feelings of the audience.
- Impersonality Ads do not force audiences to pay attention and respond, because it is a monologue (one-way) communication.
3. Classification of Advertisements
Advertisements can be classified based on various aspects, including aspects of the content of the message, purpose, and the owner of the ad.
1. From the Aspect of Message Content
a. Product advertising, namely advertising that contains product information (goods and services) of a company. Two types of advertising fall into this category, namely:
- Direct-action advertising, namely product advertising designed in such a way as to encourage an immediate response from the audience or viewers.
- Indirect-action advertising, namely product advertising designed to grow demand in the long term.
b. Institutional advertising, namely advertising designed to provide information about the advertiser’s business endeavors and build goodwill and a positive image for the organization. Institutional advertising consists of:
- Patronage advertising, namely advertising that informs the business of the advertiser.
- Public service advertisements (public service advertising), namely advertisements that show that the owner of the advertisement is a good citizen because he has concern for society and the environment. Public service advertisements have characteristics, including non-commercial, non-religious, non-political, national-minded, acceptable to all levels of society, and have high impact and importance.
4. From the Aspect of Purpose
- Pioneering advertising (informative advertising), namely advertising that seeks to create primary demand, for example, advertising candy for facial exercises (previously it had not been thought of for most people to do facial exercises by eating candy).
- Competitive advertising (persuasive advertising), namely advertising that seeks to develop choices in certain brands. There is a form of advertising that openly shows the advantages/advantages of certain brand products compared to other brand products (competitor brands). This form of advertising is usually called comparative advertising.
- Reminder advertising, namely advertising that seeks to embed the name or brand of a particular product in the minds of the public. Reinforcement advertising is a form of reminder advertising that convinces or strengthens the buyer’s choice.
5. From the Aspect of the
Mass selling method of advertising. Ad Owner There are two types of advertising based on the aspect of the advertiser, namely:
- Vertical cooperative advertising, namely advertising with distribution channel members, for example among producers, wholesalers, agents, and retailers.
- Horizontal cooperative advertising, namely joint advertising from several similar companies.
In 1981 the Indonesian government through the Ministry of Information succeeded in compiling a code of ethics in advertising. This code of ethics is called Indonesian Advertising Codes and Procedures (See Appendix 5). The code of ethics is compiled in a convention involving various parties, including:
- ASPINDO (Association of Indonesian Ad Initiators and Sponsors), represents the interests of advertisers.
- P31 (Association of Indonesian Advertising Companies), representing an advertising agency.
- BPMN/SPS (National Press Media Advertising Agency/Newspaper Publishers Union), representing print media owners.
- PRSSNI (Association of Indonesian Commercial Private Broadcasting Radio), represents radio media owners.
- GPBSI (Association of Indonesian Cinema Entrepreneurs), represents cinema media owners.
Meanwhile, the government was represented by the Directorate of Press and Graphic Development, Ministry of Information of the Republic of Indonesia.
6. Publicity
Publicity is a form of presentation and dissemination of ideas, goods, and services in a non-personal manner, in which the person or organization that benefits do not pay for it.
Publicity is the utilization of news values ​​contained in a product to form the image of the product concerned. Compared to advertising, publicity has better credibility, because justification (either directly or indirectly) is made by someone other than the owner of the advertisement.
In addition, because publicity messages are included in news or articles in newspapers, tabloids, magazines, radio, and television, the public does not perceive them as promotional communications.
Read Determine the promotional mix
Mass selling method of advertising. Publicity can also provide more and more detailed information than advertising. However, because there is no contractual relationship between the beneficiary and the presenter, the beneficiary cannot arrange when the publicity will be presented or how it will be presented.
In addition, publicity may not be repeated like advertising. Therefore, today publicity is usually part of the company’s public relations department.
