Appeals of Advertising, What Are They?

There’s only half a semester left until I go into coop, and well, before any of you think about going into your placements, I think it is very important that you guys know the different types of advertisements. I know that majority of you planning on going into advertising believe this is a creative industry that has a lot of perks and privileges involved but what is the point of going into this industry just for those reasons?

            In this post, I am going to talk to you guys about looking into the different types of advertisements. When you come into this program, you will learn that there are two types of appeals that will describe the vibe of an advertisement; rational and emotion. Rational appeal is used to demonstrate and promote the factual or realistic benefits of the brand’s product or service in an advertisement. Examples of rational appeal advertisements includes the promotion of pet food products, such as Pedigree or Purina. Emotional appeal, on the other hand, is also promoting a brand’s product or service, but in a way that will engage with the audience on an emotional level. Some of these advertisements include the P&G sponsorships of Canadian athletes in the Olympics or public service announcements. Throughout your time here, you will be learning about these types of advertisements and to understand why it is important to recognize the reasons for advertising with these appeal techniques.

Do You Really Know Your Industry?

So for today’s post, I am going to talk to you guys about the importance of our industry. Advertising is an ever growing industry not only for its wonderful opportunities for young advertisers, but also its overall marketing communication platform. When I talk about the marketing communication platform, I mean its developing within the digital world. Majority of us as kids have seen advertisements from reading newspapers/ magazines, listening on radio, and especially watching television on YTV while waiting for our cartoons to come back from commercial. As we get older, these traditional mediums pose very little value to us as we are moving onto the use of the world wide web, also known as the “INTERNET”. The internet is surprisingly such a powerful tool as we are gathering majority of our information from this virtual network and its vast development has allowed many advertisers to utilize it to promoting their products and services. As traditional mediums are not viewed as often by newer generations of people, advertisers rely on the digital platform to develop a greater reach and frequency to getting their messages out.

Rather than to continue because I know you guys will learn this when come to the program this September, I will encourage you guys to look into the different agencies (full service, creative, or media; which you guys will also learn soon enough) and see what they are doing with their campaigns. Learning about their campaign approaches will help you grasp what today’s advertisements look like and prepare yourself when discussing about the wonders of advertisements during class. So I greatly encourage you guys to look into what advertising is all about before coming as it will help you grasp what this industry is about and to also further your desire to be in advertising.

P.S

Thank you Tina for introducing the wonders of the digital world to us.

Also, some of the stuff that I said also correlates well to what I'm into in advertising and I am going to let you guys guess which area I would wanna be in. HEHE

“Don’t Think Your Part-Time Isn’t Important”

           

Since the beginning of my advertising adventures, I have always thought that my part time retail job would be irrelevant when moving into the advertising industry, but I was wrong. The first 6 weeks of the advertising account management program focused on consumer insights that has a great correlation to my retail experience. Consumer insights in advertising is about understanding individuals, groups, and societies’ interest and reasons for purchasing a product or service, which is then used to develop strong and engaging advertisements. I believe this highly significant component of advertising connects well to what I have experienced in retail as I have to gather data and information from my customers to develop a strong sales pitch to getting them to purchase my products.

            Apart from developing an understanding of consumerism, I have also gained some other soft skills that I are essential to our industry. These soft skills include customer service, team work, and overall work experience. During a coop info-session with Cossette and Blue Hive, the HR representatives talked about how your soft skills experiences will be evaluated as students, such as myself, do not have industry experience to discuss about in our interviews. One of these skills was customer service which demonstrates your proficiency in helping and communicating with customers. Customer service in retail is no different than serving advertising agencies clientele, as in both situations, you have to make your customer/ clients’ happy by addressing their needs. I have also learnt valuable team-working skills where I had to learn to work with both people I love and hate which your instructors will you that this will always happen in the industry. As my instructors have stressed, in this industry, you have to work as a team so my suggestion is that you better be loved by your peers or else. Finally, work experience, in any industry, just having worked for a company before demonstrates that you’ve joined the workforce before and if you’ve been with a company for a long time, that will also demonstrate loyalty as well.

            So for those of you that will be joining this program next year, don’t quit your dead end job because your skills there can easily be transferred to this program and especially with our industry.