blogging gobbledygook and such

Just got back from the Advertising class tutorial and am still so psyched up that lunch right now is taking a back seat to blog about it!

Alright. Everybody knows what an ad is, right? You’d know how an ad would look like, won’t you?

So if you see an obituary with a company logo on it, would you consider that an ad?

If you see a full-page recruitment in the classifieds, would you consider that an ad?

If you see another full-page something, congratulating the King for his coronation and at the bottom showing the logo of the government, would you consider that an ad?

If you read a review in a newspaper talking about the latest restaurant in town (or similarly a write-up of the latest products), would you consider that an ad?

For the first three questions have shot at you (poor reader πŸ˜€ ). the answer is yes, they are considered ads, simply because of the presence of the company’s logo and association in it.

The fourth one, however, is quite ambiguous. Many classmates in the tutorial agreed that it’s an ad, on the basis that it promotes the product even though it is an article by the newspaper.

This, however, self disagree. Self’s argument was that the reporter was not paid to write an article about the restaurant. There were some people refuting that basis, talking about their experience having known reporters to have been paid to write about their restaurant and giving them free food for a good review. That point aside (because that is not supposed to happen technically, so no point speculating), still disagree that a review is an ad, but don’t deny it’s a form of advertising, or rather promoting.

Can’t see how a review is an advertisement, because the objective is not to advertise but to inform! A review is done for the benefit of the readers rather than the party selling a product or a service. It just so happens that a review benefits both parties, that’s all! (That is, if the review is good.) How does make it an advertisement per se? Because if you go by that train of thought, then a girl telling her girlfriends to buy a certain brand of lip gloss would considered advertising. But it’s not! There is a difference between advertising as a noun and advertising as a verb. In said case, the girl was promoting in the form of personal approval, but it’s done for the benefit of her friends and not because she has anything to gain from it!

And yet, it is a form of promotion…

Come debate with sulz!

Comments on: "Advertising & Promoting, are they the same to you?" (6)

  1. ok i know this *scrunches up face* it was one of my PR exam questions.

    but theoretically right, journalistic write ups are not considered advertising because you don’t ‘buy space’–as long as you purchase said space to promote one’s company name and have control in its publication, placement and frequency, it is advertising. press releases and journo-esque coverage outcome are out of the company’s control, henceforth, the raison d’etre of bribing, or ‘gentle persuasion’ (or whatever else you want to call it) to get more favourable reviews. call me unethical but i see nothing terribly wrong with this, because goodness knows, i enjoy not having to pay for meals/drinks– though i reckon anonymous reviews are still the best.

    conclusion? a review is a review. one could argue it overlaps with adverts, but credit must be given where due–don’t tell me one would struggle to say bad things because it was given for free and one wants so badly to try and remain impartial? credit must be given fairly, and where due.

    erm. did i answer the debate question? *scratches head*

    sulz: am not questioning the “bribing” bit because as far as am concerned it’s nothing to do with a review being an ad or otherwise. the “buying space” bit was self’s argument in explaining why reviews are not ads, but other classmates used the “bribing” bit to counter self’s argument, saying that “bribing” is a form of payment…

  2. lovelyloey said:

    I am not a Media student, and I will never be one, because Advertising (v) and Promoting (v)are almost synonymous to me, just a little difference in the size of the target audience.

    And seriously, I wouldn’t consider obituary with company logo advertising (v) unless it’s a publicity stunt! (Arh yes, the 3rd dimension, publicity).

    sulz: apparently it’s an ad because it’s done for the image of the company, meaning even if there’s no promoting of their product it helps in the branding, which goes back to the credibility of the product in some sense.

  3. I’m not an expert on the field so I hope the following makes sense:

    To me, advertising is when an individual or company will try to entice you to buy their product/service by the use of commercials, etc.

    To explain what promotion to me is, is quiet difficult but here’s an example: When a music band has released a new album, they will go on tour to ‘promote’ their new CD. Or they give away singles with extended versions to ‘promote’ their new release.

    Before the iPhone came out, the ‘commercials’ were ‘promoting’ the new gadget. After it came out, those commercials started to be advertisements AND the new way Apple would promote the iPhone is letting the user go to an Apple store and try the product (i.e. touch it, etc.) so they buy one.

    So when promoting, companies or individuals give you a ‘little bit’ of what you can expect/have if you buy their products/services…


    “If you see another full-page something, congratulating the King for his coronation and at the bottom showing the logo of the government, would you consider that an ad?”

    This, I would consider it a promotion because the government is ‘promoting’ their country by congratulating the new king. People would be curious to know what kind of country is congratulating their new king and google it. However, It would be an advertisement if the page read something like:

    Country, where you can have the best vacations of your life, congratulates King Name the 1st for his coronation.

    “If you read a review in a newspaper talking about the latest restaurant in town (or similarly a write-up of the latest products), would you consider that an ad?”

    For this, I would consider it some type of indirect promotion because someone else is writing the review which might make the reader think: “maybe I should check that place out”.

    Again, I’m not an expert and my way of differentiating one thing from the other may be very wrong. I hope that waht I wrote makes sense…

    sulz: you make so much sense you should be in the class! πŸ™‚ advertising and promoting are almost synonymous but they have their differences; your examples of both are spot-on. as for the questions, the lecturer decided they were ads because of the indirect promotion factor in them. however, that is different than the indirect promotion of a review or write-up simply because the first was done voluntarily while the second was done by an unrelated party.

  4. I tend to be of the belief that all are a form of advertising. Though in the case of the review it is not direct. An advertisement is a form of media that is intended to inform and appeal to potential customers. The review does just that. It is designed to purchase the media source and accept the journalist as worthy to rationalize your media purchase. Even if you do not agree with a reviewer on the products (food, movies, music etc.) they have reviewed in the past, you are using their article to help direct your judgment. So by purchasing the media for the journalistic content you have succumbed to an indirect subliminal advertisement for the media source, not the restaurant.

    sulz: there’s a really fine line between advertising and promoting. some equate it with each other, some say there is a difference. your last sentence sounds a little alarming! that kind of means that our thoughts are formed by the perspectives of others, so in that sense there isn’t any original thought…

  5. [that kind of means that our thoughts are formed by the perspectives of others, so in that sense there isn’t any original thought…]

    There is a lot of truth in that statement. If you think of your life as a boat on the water and others thoughts and influences as part of the current, then your originality could be construed as how you use those currents to guide you through life.

    sulz: now that sounds much better! πŸ™‚

  6. […] this degree, and if self would be good at it. Would consider fields like journalism, education and even advertising despite the danger of compromising on self’s principles; after all, it’s […]

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