4.1 THE BASICS OF ADVERTISING WHAT IS ADVERTISING? Definition Advertising is between a craft and a business, in both art and social science, a world which on inventiveness, imagination, and . Marshall McLuhan, a 20 -century communication theorist , said that but how can advertising be defined? According to the Encyclopaedia Britannica, advertising is “the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised.” half-way rooted feeds daring th 1 "advertising is the greatest art form of the 20 century," th In other words, advertising is a marketing tactic based on paying for space to promote a product or service. are messages planned to inform, shock, , or surprise people in order to influence them to buy or try something . Promotional messages engage 2 MORE 1 McLuhan became internationally famous in the 1960s for his studies of the effects of mass media on thought and behaviour. MORE 2 Digital marketing experts estimate that an average American is exposed to around 4,000 advertisements each day. Purposes Advertising has many specific objectives, but the three main ones are to inform, persuade, and remind the audience about the product or service, and thus encourage the audience to make a purchasing decision. These basic goals are expressed with the acronym , a model in use since the late 19th century: AIDA : the product must attract consumer attention; Attention : it must arouse and keep consumer interest and attention; Interest : it must convince consumers that they want that product or service and that it will satisfy their needs; Desire : it must lead consumers to act by looking for more information, contacting the company, and/or purchasing the product. Action This AIDA model is not without criticism, in particular because the emotion that is often addressed and recognized by advertising psychology as fundamental does not play a role in it. Also, targeting, considerations on socio-demographic backgrounds and points of sale are not included. Nowadays, is frequently added to the AIDA formula since customer satisfaction with the product, and, since people buy from people they trust, a sixth element, the factor, is added, too, thus forming the model, used to optimise sales processes and advertising. Satisfaction lies Confidence AIDCAS