Page 11 - NOTES ADVERTISING PDF_Neat

 Electronic or Broadcast Media 0 Pengiklanan Media Elektronik atau
Advertising: Electronic, or, broadcast Penyiaran: Elektronik, atau media
media consists of (i) radio, (ii) television, penyiaran terdiri daripada (i) radio, (ii)
(iii) motion pictures, (iv) video, and (v) televisyen, (iii) gerakan gambar, (iv)
the internet. The radio is audio in nature, video, dan (v) internet. Radio itu bersifat
appealing only to the sense of sound audio, menarik hanya kepada bunyi
(ears). Radio advertising is more (telinga). Pengiklanan radio lebih
effective in rural areas, as compared to berkesan di kawasan luar bandar,
urban regions. Television, as an berbanding dengan kawasan bandar.
advertising medium, is more attractive Televisyen, sebagai media pengiklanan,
and effective because it is an audio- lebih menarik dan berkesan kerana ia
visual medium appealing to both the merupakan medium audio-visual yang
senses of sight sound (eyes and ears). menarik kepada kedua-dua deria bunyi
Different methods, such as, spot penglihatan (mata dan telinga). Kaedah
announcements, sponsored yang berbeza, seperti pengumuman
programmes, etc., are used for tempat program yang ditaja, dan
broadcasting advertising messages. sebagainya, digunakan untuk mesej
However, broadcasting media are very pengiklanan penyiaran. Walau
expensive form of advertising. bagaimanapun, media penyiaran adalah
Advertising is also undertaken through bentuk pengiklanan yang sangat mahal.
movies, video, and the internet. Pengiklanan juga dilakukan melalui
filem, video, dan internet.

Types/ Classification of Advertising Jenis/ Pengkelasan Pengiklanan
D. Functional & Objectives D. Fungsian & Objektif
 Direct Action and Indirect Action 0 Pengiklanan Tindakan Langsung dan
Advertising: Direct action advertising is Tindakan Tak Langsung: Pengiklanan
undertaken to obtain immediate response tindakan langsung dilakukan untuk
or action on the part of target audience. mendapatkan tindak balas atau tindakan
Examples include discount sales segera daripada pihak penonton
advertising, sale along with free gift sasaran. Contohnya termasuk
offers, and mail-order coupon sales, etc. pengiklanan jualan diskaun, jualan
The media used is mostly newspapers, bersama-sama dengan tawaran hadiah
and television. Indirect action advertising percuma dan kupon mel-pesanan jualan,
is undertaken to influence the audience in dan lain-lain. Media yang digunakan
respect of advertiser’s brand. The adalah kebanyakannya surat khabar, dan
advertiser expects the target audience to televisyen. Pengiklanan tindakan tidak
prefer his brand as compared to langsung dilakukan untuk mempengaruhi
competitors whenever a buying decision penonton berkenaan dengan jenama
arises in future. pengiklan. Pengiklan menjangkakan
penonton sasaran memilih jenamanya
berbanding pesaing apabila keputusan
pembelian timbul pada masa akan
datang.

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