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Advertising Is Functional

By Idris Katib

"A man wakes up in the morning after sleeping on an advertised bed, in an advertised pyjamas, he will brush with advertised toothpaste, wash with advertised soap, shave with an advertised razor, have a breakfast of advertised orange juice, cereal and toast, sip his advertised coffee, put on advertised clothes and glance at an advertised watch. He will ride to work in an advertised car, sit at an advertised desk and write with an advertised pen. Yet this man hesitates to advertise, saying advertising does not pay. Finally, when his unadvertised business goes under, he will advertise it for sale." -- Dr Curtis Huston

The popular quote above illuminates a protagonist view to advertising.In the quote above, the word ' advertising' appears sixteen times, showing the power of words and appeals employed in advertising to arrest its audiences. One may begin to ruminate on the appeals of advertising as mass communication.Advertising communicates to a large, dispersed, heterogeneous audience.It sifts its audience as grain from shaft; it particularises its target group and segments same--adult, children, married women, students, market women and so forth.

Defining advertising

Advertising is regarded as a paid form of promotion of goods, services or ideas to a large audience through a medium by an identified sponsor.Because money as well as promotion of goods and services are involved, advertising is business.It is a big business with laws and ethics.

Advertising messages ( the actual advertisements whether in newspapers, television, radio, film, or new media) come in different colours: it can be product advertisements, institutional advertisements or political advertisements. Products advertisements showcase goods and services through the eyes of the media; institutional advertisements project corporate establishments while political advertisements hypes political parties and candidates in terms of their programmes and their relationship with electorate.Any kind of advertisement depends on the purpose for which the message is deployed.

Advertising as communication and marketing

Advertising is seen by some scholars as communication to a large audience to influence their choice and behaviour in a positive way. It convinces this audience on their buying choice and pattern. It also announces availability of brands, products and services to those who need them. Advertising as a medium of communication informs, educates as well as entertain through good copywriting and presentation of delivery. Advertising is also considered as one of the marketing tools.In marketing mix, the 5 P's of marketing includes advertising which is called promotion. Others are product, price, place and positioning.

Language of advertising

Every business or profession has its language. The language of advertising is creativity ( although some antagonists of advertising argue that certain advertisements employ deceptive language to bamboozle their target audience). The language of advertising is persuasion. The fact remains that since a good product sells itself, advertising cannot be used to sell a bad product twice. Charlatans can employ it to decieve its audience but once. However, the product quality and utility will eventually determine its acceptance in the long run. Advertisement messages become more successful when stars or super stars give testimonials that they have used such a product and that so-so brand is reliable and good.

One can advocate therefore that advertising is not an end in itself but a means to an end. It is a platform for the presentation and projection of brands or products but not the actual acceptance until the audience is satisfied on the need to identify with or use such product.

Choosing a medium of advertising

The audience determines the medium of advertising.The advertising or public relations practitioner does opinion surveys and market research to determine the appropriate medium or media to employ for a particular promotion.Are the target audience school-age children, married women or youth? Are they adult men or the elite?Market segmentation should be well done to determine the channels of communication.

The advertiser also monitors and measures the effects of advertising messages on the intended audience. How have people responded to the message? Are the responses positive, negative to indifferent? This comes in form of results.

Advertising copy

An advertising copy is considered a living enigma with captivating appeals to its target audience.Whether for print, broadcast or convergence, an advertisement copy has a head ( and at times with sub heads), a body, a pay off and a signature. The head of an advertisement message is its title, the body copy refers to the central message in the copy while the pay-off is a message of positioning that is registered in the mind of the advertisement audience.The signature is the advertisement sponsor who must be identified.

Benefits of advertising

One of the benefits of advertising is the creation of awareness of a product or brand to prospective users or loyalists.When a product or brand is entering the market, there is the need to strategically to package some advertising messages highlighting the qualities of such product or brand.When a damsel twinkles in the dark, nobody notices.This also applies to an unadvertised good product or brand.Advertising is like a light illuminating the path to the audience of what is being projected.But what advertising cannot do is to turn a bad product to a good product.This is why ideally, advertising agencies and registered practitioners have copy-testing of a new product to observe and see the qualities the producer of the product claims it to have. Interestingly, advertising moves at the pace of technology. For instance online advertisements, telephone push messages and animations can interestingly reach a larger audience.

Protagonists of advertising see it as a cheap approach to attracting more customers or brand loyalists.Suppose a product or service is advertised on a full page of a Nigerian national newspaper for Five Hundred Thousand Naira (N500,000). Suppose the media house publishes 80, 000 copies for the edition in which the advertisement is placed, that means for every copy N8 only is paid to advertise while several readers are likely to be exposed to such message in every copy.This is why protagonists of advertising see it as a cheap way of conveying our products or brands to our audience.The more an advertisement message is repeated, the more its audience are exposed to it and the more likely the effects of its message.

A critical mind wonders why leading brands in their retentive stage of advertising spiral continue to advertise, for instance, Coca Cola or Toyota. A critical mind also wonders why less popular products or brands do not care a hute for advertisement! It is quite ironical that market leader products and brands continue to advertise to retain their existence and leadership on the minds of their audience/target audience while those of lesser popularity may wait for their total extinction or crisis period before deploying the same machinery to either revive such product or brand or put them for sale.

This is why Dr Curtis Huston's quotation above makes advertising an interesting venture.

*Katib wrote from Crescent University, Abeokuta via [email protected] gmail.com/08096629914

Your Comment
 
 
 

AKEREKAN KAYODE.E | 5/27/2016 9:05:00 PM
I humbly agree to the article above that says ADVERTISING IS FUNCTIONAL.To my own understanding i feel ADVERTISING is funtional in the sence that Advertising permeates the Internet, network television, daily newspapers and roadside billboards. Products, services and ideas are sold through advertising, enabling businesses to attract customers for their wares. Internet advertising is rapidly displacing print advertising, due its convenience of use, cost effectiveness, and ease of distribution.AKEREKAN KAYODE EMMANUEL MASS COMMUNICATION DEPARTMENT.
LAWAL TENIOLA | 6/15/2016 3:41:00 PM
This article is talking about the functionality of advertising. advertising can be defined as a of a prcontrolled persuasive communication paid for by identified sponsors about product, services or ideas and disseminated through the mass media to a target audience or group.it also makes us understand the major benefit of advertising which is creation of awareness of a product or services. Also, we have different medium of advertising, which are Newspaper, Magazine, Radio, Television, Billboard etc. Whatever we do or we are planning to do, ADVERTISING is very important.
ADEYEMI OMOBOLANLE | 6/15/2016 3:47:00 PM
To my understanding advertising is functional in the sense that it helps in creating awareness of products or brand to prospective users or loyalists. According t the recommended definition that is mostly embracing states that advertising is a controlled persuasive communication paid for by an identified sponsor(s) about product, services or ideas and dissemination through the mass media to a target audience. So I strongly agree to the fact that adverting is very functional.
Ikoro Celina | 3/12/2017 3:03:00 PM
This article is talking about the principles of advertising. Advertising in my own understanding means to publicize information or to draw attention in a public medium to promote sales. Ever since media and advertising came about, companies have mostly used the medium to let others know about their product. As years have progressed different advertising techniques have been enhanced. Advertising is the only way awareness of a product can be created
OGEDEGBE ESIHEGEBEME | 6/15/2017 2:42:00 PM
The article is telling us about how functional advertising is. In the sense that it create awareness of products brands and services. Advertising is a controlled persuasive communication paid for by an identified sponsor(s) about product, services and ideas through the mass media to a target audience. It is functional in the sense that advertising allows the Internet, television, radio, daily newspapers, billboards and other ways of advertising products, services and ideas are sold through advertising, enabling businesses to attract customers for their wares. Practically this article is telling us how advertising is important.
Fawole Eniola Naomi | 6/15/2017 2:46:00 PM
According to the information above, advertising is a paid form of promotion of goods and services and idea which i humbly agree. Its creates awareness of products or brands to buyers. Its also publicize/draw attentions of a product to the public to promote sales. In other words, advertising is very functional and useful to not only the public but to the marketers.
Onyenze-Ugochukwu A | 6/21/2017 5:14:00 PM
In my own terms, Advertising refers to a non- personal form of communication. It is a paid form of promotion of goods, services or ideas to a considerable of people through a medium by an identified sponsor. It is functional in the sense that it announces the availability of brands, products and services to those who need them. The language of advertising is persuasion, the more an advertisement message is repeated, the more it is likely to have effects on an interested audience and since a good product sells itself, advertising cannot be used to sell a bad product twice. What advertising does is to bring a new product to light but it cannot turn a bad product to a good one. Also an advantage advertising has is that it moves with the pace of technology, this is why ideally business organizations and institutions see it as a cheap way of conveying messages and ideas to a larger audience.
Bosede Williams | 4/24/2018 2:32:00 PM
The title of the article ",Advertising is functional', is apt,considering the functionality of advertising towards helping the advertiser achieve his aim/ end, and assisting the consumer in making the right choice.The style of writing is unambiguous-clear, straight to the point write-up,which makes an interesting reading.It emphasis the importance of continuous advertising,even by household names or already established brands,because the audience tend to "forget' easily, and because less known brands are not resting on their oars, and await any opportunity to shoot themselves to limelight.The article touches on the many facets of advertising, namely product advertisement,institutional advertisement and political advertisement, and the fact that the kind of advertisement will depend largely on what message the advertiser wants to pass to the audience.The all encompassing article,speaks of the benefits of advertising in creating awareness for a product or brand,but is quick to admit that no matter how good an advert copy is,it cannot sell a bad product.
Kehinde Adekunjo | 4/25/2018 11:35:00 AM
The Title: "Advertising is Functional" shows the writer is interested making case for the adoption of " Advertising " by advertising critics (manufacturers and social activists) Dr Curtis Huston's quotation as cited was used effectively to buttress and interprets the title. This is in order to further convince "Advertising" critics its ubiquitous and inevitability . This worth an applause. This article from the beginning to the end promotes the advantages of using advertising without telling the readers the possible negative effect of advertisements on the people and the economy at large. Mr Katib failed to provide more information about the critic's views for the readers to judge. He wrote strictly from a practitioner's point-of-view. Above all, the article is too one sided and biased with the sole aim of promoting the adoption of advertising to manufacturers, individuals, political parties etc. Hence, there is a need to balance the article to give room for the critic's view and allow the audience to judge as a rational being.
AKINLAWON | 4/25/2018 6:27:00 PM
This article by Katib Idris on the functionality of advertising is an apt and comprehensive definition and description of advertising. The article gives a concise definition of modes and types of advertising as an important tool in the marketing mix and also as a form of mass communication. It is obvious the writer is a protagonist of advertising as a catalyst for the promotion of goods and services as he opined that the success and marketability of products depends largely on advertising. The writer argues that advertising is not the same as deception but a way to present and project a product – goods or services that would otherwise have been in oblivion if not advertised and the advertising agencies are agenda setters who help not only the producers but also the consumers in their knowledge and choice of products. Katib believes that without advertising a product is dead on arrival as the producer will eventually need advertising to “revive such a product or brand or put them for sale” in the long which is an antithesis to the purpose for which advertising desire to serve. The writer as noted earlier writes from the view point of a protagonist, he has painted advertising as if it is the best promotion a product or brand needs. He did not tell us the other promotional tools or mix apart from advertising that may enhance a product to the consumers nor did he tell us the disadvantages inherent in advertising. Or is it that advertising is all in all? AKINLAWON SULAYMAN CRESCENT UNIVERSITY ABEOKUTA 2018-04-25
'SEYI ENITAN-OLUBODE | 4/26/2018 11:24:00 AM
The Article titled "Advertising is Functional" and written by Katib Idris is a protagonist view of advertising. It emphasises the importance of advertising in the dynamic human society and as a major sustenance of the economy. However, it is note worthy that advertisement is a creative production of man to boost sales and change audience perception to a product, service or idea. Therefore, the protagonist views are relevant and the disadvantages of advertisement need to be acknowledged. The key roles salesmanship and traditional direct selling of goods and services still play in the underdeveloped societies need to be mentioned. The article is a pointer to the fact that advertisement will continue to be relevant in our society. Thank you.
BASSEY ENO MARY | 4/26/2018 3:41:00 PM
I totally agree with the article 'ADVERTISING IS FUNCTIONAL". However, advertising is a marketing tool that consists of the 5P's of marketing which includes promotion, product, price, place & positioning.. My view. The definition of Advertising copy given in the article does not really explain the sub-topic the way it should be. "Target demography" instead of "Target group" as written in the article. "Celebrities or public figures" instead of "Stars or superstars" Lastly, a phrase should be added to the last paragraph of the article to show readers that you are concluding. ENO BASSEY, MASS COMMUNICATION DEPT; CRESCENT UNIVERSITY, ABEOKUTA.
SOGBANMU A. ABIODUN | 4/26/2018 4:02:00 PM
The write up is a good one for students of advertising to get to know more about the benefit of advertisement. Coming from its headline, "Advertising is Functional" which shows how advertising is beneficial and important in our day to day activities, the write up starting with the popular quote to stress how we every individual get exposed to advertising regularly. However the write up has some low sides which the writer could have done well to do away with or included to make the work near perfect, including the unnecessary repetitions for instance in the opening paragraph of the work when the writer in just a paragraph was repeating Popular Quote above and in the quote above. secondly the definition of advert in the second line is ambiguous, " Because money as well as promotion of goods and services are involved....what else could have been used for promotion of goods and services if not money. the paragraph will deserve explanations. Thirdly the write up failed to cite authorities in the main discussion of the Advertising as functional. It seems the entire write up were thoughts of the writer alone not using professional quotes to back some of the assertions. finally the writer spoke about the protagonists and failed to come up with any view of the antagonists whether to support his views or to counter them with the protagonists points of view. SOGBANMU AISHAT ABIODUN 500 L S215303015
Salami Oluwatoyin S. | 4/27/2018 11:23:00 AM
The Write up by Mr Katib, titled, 'Advertising is Functional' sheds light on the importance of advertising to the survival of any business, either small or big, old or new. It touches on the different parts of advertising as a concept; the definition, the copy, the language, the medium, as well as the audience, and the need to properly identify the audience, their language and the appropriate medium suitable for them in order to have an effective advertising. It also touched on the critics views on advertising. The opening quotation captures it all as it elucidate the significant of advertising. Even though the writer harps on the importance and benefits of advertising to the promotion of goods and service, it is not oblivious to the fact that despite this, the final acceptance of a Product or services lies with the quality of the product or service in question, as according to the writer ‘what advertising cannot do is to turn a bad product to a good product. All in all, it is a good write up. However the advantages of advertising should have been better explained, as advertising is not without its numerous ills. But one cannot deny the fact that the title of the write up ‘Advertising is Functional’ is very apt and well captured in the body of the write and the argument well supported. Salami Oluwatoyin Shakirat: S216303040
ADIGUN BUNMI SEUN | 4/27/2018 3:22:00 PM
Mr Idris Katib is reading the minds of the public and stating it the way it is and the best way he could achieve this was by Dr Curtis Huston's quote which is saying even the phone or the Laptop he was using to type the message was once advertised Mr Katibs submission states the obvious of what advertising is and he has been able to do that by defining what Advertising is itself which is far beyond buying and selling Mr Katib provides different platforms and basis of advertising as it relates to communication and marketing.Advertising does both communication and marketing, it tries to communicate and at the same time do some marketing Mr Katib made us to understand that advertising also has its own language, it has medium of sending it, it has copies.All these for anyone new to advertising is self explanatory Lastly to its benefits. Mr Katina says it all by telling a lay man what can be gained from advertising. ADIGUN BUNMI SEUN S215303012
Olatinwo Omobolanle | 4/27/2018 4:25:00 PM
Dr Curtis Huston is right to say advertising is functional because it creates awareness of a particular product, some products can never be known if they are not advertised, no one will know you exist if you do not show yourself.That's what Advert does to product too. Awareness, which is this article talks about, definitely if all those were not advertised the man might not know they exist anywhere. Advertising is any method of communication about the promotion of a product in an attempt to induce potential customers to purchase the product. Advertisement usually requires payment to a communication channel. The general objective is to increase brand awareness or to demonstrate the differences between product and competing products in order to sell them.
Okunlade Latifat. A. | 4/27/2018 6:01:00 PM
From the illustration given by Dr Curtis in the above write up, the man in question said that advertisement does not pay. Meaning that he is not saying advertisement is not good but he is saying indirectly that he probably does not have extra funds for advert or he is not properly informed on how to go about advertising his goods and services. Mr katib also defines advertising as a paid form of promotion. Here we can easily say that not all adverts are paid for. For instance I make my hair at a local salon and people like if and I refer them to her, it wasn’t a paid advert but the job well done spoke volumes. However we can say most adverts are paid for to create the necessary awareness but it does not guarantee the survival of such business. Mr Idris further said “since a good product sells itself “ does it then mean that a good product does not need advertising? In Nigeria, I strongly believe that getting people attracted to a new product is by reducing the price to convince them of value for money and to maintain customer base is by making sure the quality is consistent. A good example is a competitor that just came into the cola business,” Biggie" biggie is bigger and cheaper than coca cola that is why it has gained more group in the short period it has stayed. I have not seen any advert concerning this product yet it has circulated and has penetrated the market. I am not saying they do not advertise at all only that I havent seen any. The advantages of advertising cannot be over emphasized , but advertising is not applicable in all cases so long as the product can speak for itself.
SEKINAT SALAMOPEBIYI | 4/27/2018 8:10:00 PM
Sekinat Salam Opebiyi Matric No:-S216303041 The article by Mr. Katib explores the occurrence and frequency of use of advertisement forms much more active than one might expect in our daily livings. The article focuses on the various issues needed to be abreast of by students of advert such as the definitions, categories, capability of adverts and propriety. The write up by Mr. Katib using the quote of Dr. Cuttis concludes that advertising are the most frequently occurring in individual lives. The article demonstrates capability and propriety of advertising and the creativity of advertising language. He went further that capability and propriety of advertisement are strongly socially motivated. He said advertisement imposes values upon the potential users and hence upon society, and through them create social roles for the participants in the advertising interaction. The language used in the write up was lucid and could be understood by students of Advertising. Sekinat Salam Opebiyi Matric No:-S216303041
Lawal Aminat 500l | 4/27/2018 10:23:00 PM
how hard can it be to imagine and describe a world without any advertisement? It turns out that it is quite difficult to completely retrieve advertising from the earth,even hypothetically, because besides the numerous negative aspect that advertising has, there are also some positive sides of it. no information about perfume to use, wristwatch to put on, school to attend, cars to ride, among others. This hard to imagine scenario illustrate the importance of advertising in our daily lives. The relevance of advertising in our lives goes beyond supplying us with mere information, advertising provides us with rich information which we use to make informed decisions. though, some advert messages are distasteful, some advertising is highy beneficial. A significant majority of advertising message are very helpful and relevant as they provide us with essential information needed for our daily activities. Apart from providing us with rich information with aid purchase decision making, advertising provides numerous benefits to the society ranging from enhancing production of goods and services to providing employment opportunities. If not for advertising, then what else? In relations to the course titled " digital Public relations and advertising". Advancement in digital technology have played a crucial role on how people receive information through advert from the printing press,to radio, to television and most recently the internet. In conclusion, advertising plays the same role in our media diet just as vegetables plays a vital role in our regular diet.
RAHEEM OLADEHINDE | 4/27/2018 11:22:00 PM
Advertising is functional because it creates awareness of a particular product, goods or services. As defined by the Advertising Association of the UK, advertising is a means of communication with the users of a product or service. Advertisement are messages, intending to inform or influence people who receive them. The purpose of advertising is to inform the consumers about their product and convince customers that a company's services or products are the best, enhance the image of the company, point out and create a need for products or services, demonstrate new uses for established products, announce new products and programs, reinforce the salespeople's individual messages, draw customers to the business, and to hold existing customers. but the reverse is the case in Nigeria to some extent. though, some advert messages are distasteful in terms of visual content and design, majority are helpful and timesaving as they provide us with essential information which we dont have to seek out for on our own. in ralations to the course title, Digital advertising has changed the way brands and businesses use technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient. The above article also emphasis the importance of continuous advertising, sales promotion, effective personal selling, timely and efficient direct marketing and other techniques to remind targetted customers even thought the picture already established byestablished brands,because the audience tend to forget or change mind easily.
TEMITOPE OGUNBANKE | 4/28/2018 12:32:00 AM
Advertising is functional as written by Idris Katib is a true reflection of the state of advertising not only in Nigeria but the entire world. The writer without any iota of doubt should be commended for his expository and descriptive article on advertising. The article is indeed a detailed material for both the beginners and practising professionals in the creative world on what they need to know about advertising and the necessary tips to remain relevant in the profession. The author expressed his different views on advertising with a blank cheque for the readers to determine how functional is advertising in telling people about a product or services with the aim of wooing them for patronage. As pointed by the author, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. This is a clear signal that advertising has moves at the pace of technology, considering the fact advent of technology has given way for digital advertising, which is gradually replacing the traditional media. Though people are still advertising with traditional media but with digital advertising aided by technology, there is high prospect of reaching a larger audience with coverage than traditional media. For example, advertising on Linda Ikeji Blog will reach a larger audience, who are in millions, at a twinkle of an eye, than using a television, radio or newspaper, which viewers, listeners and readers have reduced drastically because of the advent of technology and social media platforms, which has turned the world to a global village. It is now a common trend for people to advertise their products on websites, blogs and social media platforms like facebook, instagram, whatsapp and twitter, among others because it is cheaper and more effective than spending hundreds of thousands to place an advert in print or broadcast media. There is doubt that digital advertising is the trending thing in the world today considering how people are exposed to advertisement online every second through pop-up messages on internet. This trend really supports the view of some protagonists of advertising, who see it as a cheap approach to attracting more customers or brand loyalists as analysed by the author of the “Advertising is functioning.” An online advert posted on social media from a remote town in Abeokuta can trend worldwide for about 30 days with over one million viewers while the same advertisement on print or broadcast will cost more and may not even reach the targeted audience, considering that people now spend more time online.
OGUNBANKE TEMITOPE | 4/28/2018 12:35:00 AM
Advertising is functional as written by Idris Katib is a true reflection of the state of advertising not only in Nigeria but the entire world. The writer without any iota of doubt should be commended for his expository and descriptive article on advertising. The article is indeed a detailed material for both the beginners and practising professionals in the creative world on what they need to know about advertising and the necessary tips to remain relevant in the profession. The author expressed his different views on advertising with a blank cheque for the readers to determine how functional is advertising in telling people about a product or services with the aim of wooing them for patronage. As pointed by the author, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. This is a clear signal that advertising has moves at the pace of technology, considering the fact that the advent of technology has given way for digital advertising, which is gradually replacing the traditional media. Though people are still advertising with traditional media but with digital advertising aided by technology, there is high prospect of reaching a larger audience with coverage than traditional media. For example, advertising on Linda Ikeji Blog will reach a larger audience, who are in millions, at a twinkle of an eye, than using a television, radio or newspaper, which viewers, listeners and readers have reduced drastically because of the advent of technology and social media platforms, which has turned the world to a global village. It is now a common trend for people to advertise their products on websites, blogs and social media platforms like facebook, instagram, whatsapp and twitter, among others because it is cheaper and more effective than spending hundreds of thousands to place an advert in print or broadcast media. There is doubt that digital advertising is the trending thing in the world today considering how people are exposed to advertisement online every second through pop-up messages on internet. This trend really supports the view of some protagonists of advertising, who see it as a cheap approach to attracting more customers or brand loyalists as analysed by the author of the “Advertising is functioning.” An online advert posted on social media from a remote town in Abeokuta can trend worldwide for about 30 days with over one million viewers while the same advertisement on print or broadcast will cost more and may not even reach the targeted audience, considering that people now spend more time online.
AKINLAWON S216303024 | 4/28/2018 10:09:00 AM
This article by Katib Idris on the functionality of advertising is an apt and comprehensive definition and description of advertising. The article gives a concise definition of modes and types of advertising as an important tool in the marketing mix and also as a form of mass communication. It is obvious from the article that advertising is a catalyst for the promotion of goods and services as the writer opined that the success and marketability of products depends largely on advertising. Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. In this vain, companies can use digital marketing to benefit their marketing efforts. The use of digital marketing in the digital era not only allows for brands to market their products and services, but also allows for online customer support. As such, digital marketing has become an increased advantage for brands and businesses. The writer argues that advertising is not the same as deception but a way to present and project a product – goods or services that would otherwise have been in oblivion if not advertised and the advertising agencies are agenda setters who help not only the producers but also the consumers in their knowledge and choice of products. A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Katib believes that without advertising a product is dead on arrival as the producer will eventually need advertising to “revive such a product or brand or put them for sale” in the long which is an antithesis to the purpose for which advertising desire to serve but by using advertising particularly digital advertising in the modern time as noted earlier the consumers are exposed to the brand and the product that is being advertised directly and because it reaches is so wide and large there are no limitations on the geographical reach it can have. This allows companies to become international and expand their customer reach to other countries other than the country it is based or originates from. AKINLAWON SULAYMAN CRESCENT UNIVERSITY ABEOKUTA 2018-04-28
Hassan Lateefat | 4/28/2018 1:43:00 PM
According to Wikipedia advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.It is communicated through various mass media,including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail and new media such as search results, blogs, social media, websites or text messages. The article tells us about how functional advertising is.To me, advertising is functional because it helps in creating awareness of products. Advertising by Mr Katib is regarded as a paid form of promotion of goods,services or ideas to a large audience through a medium by an identified sponsor. The main reason for advertising is to inform the consumers about their goods in other for them to be aware, improve sales,announce new products, draw customers closer. Aside provision of information for customers,advertising also provides benefits to the society from improving production of goods and services to provision of jobs opportunities for youths. The article by Mr Katib using the quote of Dr Curtis Huston concludes that advertising is frequently occurred in individual lives. Hassan Lateefat Motunlayo. Matric No:S114303011
Isiaka Ayobami | 4/28/2018 2:07:00 PM
Advertising is functional because it creates the awareness of a particular product. Advertising is about developing brand awareness, and showing consumers how products meet their needs. When you show how a product fulfills a functional need, you are demonstrating that it fills a practical need in the consumer's life. I totally agree to Dr Curtis Houston's quotation. Advertising occurs frequently in individual lives. Ayobami Isiaka. Matric Number ; S115303010
Idris kehinde | 4/28/2018 2:51:00 PM
S114303015 Well to my own understanding advertising is very functional in the society because the main reason why we buy any good product is because they have been able to convince the buyer that what they are buying is productive and quality. Although advertising helps in promoting ur business and improving your product of services to customers for , example : rice , pesi , la cassera etc they are different kind of rice now people try to advertise the product of rice product, that it not plastic rice because that what the india are now making so therefore you need to make ur advertisment on rice very effective and parsuaive manner for buyers not to think otherwise same as other products so adversting is very functional. Adversting helps in public relarions to inform and also parsuade for the purpose of selling any product or services. Adversting is very functional that techinology has made it more easier than before you can adveratise your product on any social media example intergram , whatsapp etc.
Idris Kehinde | 4/28/2018 3:52:00 PM
S114303015 Well to my own understanding advertising is very functional in the society because the main reason why we buy any good product is because they have been able to convince the us that what we are buying is of good quality. Although advertising helps in promoting your business and improving your product or services to customers for example the product rice.There are different kinds of rice people try to advertise which is not plastic rice bought people in india are now selling plastic rice so therefore, you need to make your own advertisment on rice very effective and parsuasive so that buyers would not think otherwise.This also works for other products which therefore makes adversting very functional. Furthermore, adversting helps in public relations to inform and also parsuade buyers for the purpose of selling any product or services. In conclusion, the use of technology for advertising has made advertisement much more easier and simpler through the use of social media such as Intstagram, whatsapp,Facebook etc, sellers/people can now advertise products and services to their prospective buyers easily.This has made advertising to become even more functional.
BOLANLE IDOWU | 4/28/2018 4:41:00 PM
I cherish Dr Curtis Huston quote more than liking it,virtually everything we use has been advertised in one way or the other.Advertising speaks to the mind of the audience and that is why,it remains a continuous exercise in an organization daily lives and not only when the chips are down. The need for Proactiveness is highly stressed by the writer. I really commend the writer for laying emphasis on the fact that advertising is not meant to deceive and even though, it does, it can only be merely achieved once and later failed due to sub-standard product and service. Advertising is the key to a quality product as only the sky is the limit to masses patronize of such a product.I appreciate the fact that the writer lay emphasis on "mouth to mouth" adverts to remain the best form of advert as against the critique of advertising as a cajoling key. I concur to the writer's view as advertising only appeals and speak to the audience minds.Avertising is only a means to an end and not the ends itself.The quality of the product determines the ends of an the advertisement of the product itself. In the World Advert, Creativity remains the key to get the best language to suite an advertising segmented audience, though, some takes it as craziness but that is where the nature brings the best language of communication that will speak to the audience minds and let me add to the writer's view, CREATIVITY is the foundation of ADVERTISING. By: Bolanle Olayinka Idowu
Ayobami Isiaka | 4/29/2018 10:17:00 AM
An advertisement is a message designed by the manufacturer to persuade consumers to buy his products/services. There are different types of advertising, channelized through different means of mass media. At the end of the day, these messages are meant to give suggestions to consumers, and therefore, they have to be appealing. So manufacturers spend millions of dollars on advertising agencies, which promote their products and services. The objective of advertising is to help the manufacturer to spread awareness about his products in the market and to educate the consumer about the options available. It’s a well known fact that the aim of any business is to sell goods and services with the sole intention of making profits. The consumer though, will only go for goods and services you offer when he knows about their existence, and this is where advertising comes into the picture. I totally agree to Dr Curtis Houston’s quote. Advertising occurs frequently in individual lives. Matric Number; S115303010
Abayomi-jimohYetunde | 4/29/2018 5:40:00 PM
This article on the functionality of advertising explains advertising, the different forms of advertising and it's benefits. It lays emphasis on the importance of advertising in promoting goods, services or ideas to a large audience through a medium by an identified sponsor. Katib explains that advertising can only make people aware of a product, persuade them to get the product but not turn a bad product into a good product. The quality of the product will determine it's acceptance. The article touches on the various forms of advertising which includes product advertisement, political advertisement and institutional advertisement. Katib believes that advertisement is the best promotion a product or brand needs. Abayomi-Jimoh Yetunde S114303001
Akinola oyebisi | 4/29/2018 5:51:00 PM
The main purpose of advertising is to inform the consumers about a particular product or brand so as to convince them that the product is good and its the best.According to advertising association of the UK,advertising is a means of communication with the users of a product or service. I totally agree to this article above by Mr idris that says advertising is functional because it creates awareness of product,good and services.katib believes that advertising is very important without advertisement a product is dead on the arrival to the market. Akinola oyebisi oluwafunmilayo s114303005
Sunmonu olabimpe.A | 4/29/2018 8:17:00 PM
The article is trying to educate us on the role and effects of advertising. Advertisement is one of the tools of marketing mix and it is the part that involves getting the word out concerning the organization, business, products or services you are offering. It is charged with creating awareness that the product exists, how it would be of value to the consumer or make their lives easier because they have it and explain why they should buy it.and according to dr Curtis advertisement plays a huge role in our everyday lives and choice of action. S114303030 sunmonu olabimpe ajoke
Adenekan Sofiat | 4/29/2018 8:45:00 PM
Advertising is functional. Is a true reflection of the state of advertising not only in Nigeria but the entire world. The article is indeed a detailed material for both the beginners and practising professionals in the creative world On what they need to know about advertising and the necessary tips to remain relevant in the profession. The author expressed his views on advertising with a blank cheque for the readers to determine how functional is advertising in telling people a product or services with the aim of wooing them for patronage. Advertising is the key to a quality product as only the sky is the limit to the masses patronize of such a product. Advertising is only a means to an end and not the ends itself. "In relation to the course titled",digital public relations and advertising. Advancement in digital technology have played a good role on how people receive information through advert,bill boards, printing press, radio, television, and most especially the Internet. The way public relations and advertising are now been practised have changed because of the technology involved. Adenekan sofiat Adepeju- S115303001
Adeyemi Adebola A. | 4/29/2018 9:25:00 PM
According to the the article advertising plays a very important in our society today. Nowadays, advertising is the tool which many companies and enterprises use to inform prospective customers about their products and services. Though advertisement agencies often present only the best side of product I think that advertisement tells us about new items that may be good for our lives. First, advertisement educates people about new products and their uses.Advertising message about the utility of a product enables the people to widen their knowledge. It is advertising which has helped people adopting new ways of life and giving up old habits. Second, advertisement faculties consumer choice because of the wide information he has about products. It enables consumers to purchase goods as per their budget requirement and choice. Finally, advertisement informs the buyer about the benefits they would get when they purchase a particular product. The benefit can be a discount on the price of goods. In short, advertisement is a good way to present new devices and items from which buyers can benefit. It also helps us in making responsible choices. Therefore, buyers obtain good quality product and save money. Matriculation number; S114303004
Sobogun Nofisat | 4/29/2018 9:29:00 PM
Originally, advertising was created to help someone sell something. That means the ultimate goal of advertising is to increase the advertisers sales. Advertising provides a direct line of communication to your existing and prospective customers about your product or service. Advertising moves at the pace of technology on account that online advertisement, telephone push messages and animations can interestingly reach a larger audience. For example, advertising in Instablog Nigeria will reach a larger audience, who are in millions, at a twinkle of an eye, than using a television, radio or newspaper, which viewers, listeners and readers have reduced drastically because of the advent of technology and social messiah platforms, which as turned the world to a global village. Sobogun Nofisat S114303027 400L.
Mohammed Islamiyat O | 4/29/2018 11:55:00 PM
According to Advertising Association of the UK. Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them. The piece gives a depth description of the term “Advertising”, informing why the need for Advertising in business cannot be overemphasized. It commenced with a quote by Dr Curtis Huston who illuminates a protagonist, attributing man’s activities to advertising and showing how an audience can be influenced through a repeated advertisement message. It regards advertising as one that communicates a large audience likening it to sifting grains from shaft, having carefully selected its target audience. Also, this concept is regarded a key tool of marketing being synonymous to Promotion, a key P amongst the 5p’s of marketing,including product, price, place and positioning. This piece drew attention to the need for every business and profession to have a language, highlighting persuasion as the tool of Advertising, further stating that advertising can only be a means to and end and not an end to a means, as it won’t be a tool in selling a bad product. The audience are equally identified as determinants for the medium of advertising, emphasizing that an advertisement practitioner needs embark on an opinion survey and market research in knowing the appropriate media to utilize in business promotion, not forgetting to monitor and measure effects of advertising messages on an intended audiences. This piece was concluded discussing the numerous benefits of advertising, showing how it creates awareness of products, serving as a light that illuminates the path to the audience of what is being projected. It delves into the thinking of the critical mind who is able to deduce why leading brands such as Coca-Cola still embark on advertising till date. Mohammed Islamiyat Oluwaseun S114303021 400 level Mass comm.
Salami olasunkanmi | 4/30/2018 1:02:00 AM
The advertising association defines “Advertising” as an “identifiable paid for communications in the media, which aim to persuade, inform or sell”.Advertising agencies create campaigns for their clients who, in addition to commercial organisations, include the public sector, charities and interest groups. Firstly I will like to say that this beautiful piece written by Mr Katib is a an educative and informative one as he carefully illustrated what advertising is in the society and the various importance of advertising by giving the definition of Dr Curtis Huston below: Looking at the explanation of Advertising by Dr Curtis Huston in his quote, virtually everything we use has been advertised in one way or the other.Advertising speaks to the mind of the audience and that is why,it remains a continuous exercise in an organization daily lives and not only when the chips are down. The need for the article gives an insight to definition of modes and types of advertising as an important tool in the marketing mix and also as a form of mass communication. According to the article given above it shows the beneficial and outstanding performance of New technology in public relation and advertising in the society today which makes it faster and easier to be access by the individuals in the society. It is obvious from the article that advertising is a catalyst for the promotion of goods and services as the writer opined that the success and marketability of products depends largely on advertising. Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. As pointed by the prestigious writer Mr Idris Katib he pin pointed clearly that advertising can not be use to trick the audience but rather persuade them by giving them valid reason why the product is better than any other product, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. It is obvious from the article that advertising is a catalyst for the promotion of goods and services as the writer opined that the success and marketability of products depends largely on advertising. Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. As pointed by the author, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. For example, advertising on Jumai or Ali express will reach a larger audience, who are in millions, at a twinkle of an eye, than using a television, radio or newspaper, which viewers, listeners and readers have reduced drastically because of the advent of technology and social media platforms, which has turned the world to a Global village. It is now a common trend for people to advertise their products on websites, blogs and social media platforms like facebook, instagram, whatsapp and twitter, among others because it is cheaper and more effective than spending hundreds of thousands to place an advert in print media or broadcast media. The writer argues that advertising is not the same as deception but a way to present and project your product to the targeted audience....in masscommunication there is what we call Agenda setting where the advertising agencies are agenda setters who help not only the producers but also the consumers in their knowledge and choice of product to buy . A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digitalization which happens to be Technology...it is envolving the society around the world. In the article it is noted that advertising can not be used to trick people in anyway because it was stated by Mr Idris Katib that “Advertising is like a light illuminating the path to the audience of what is being projected.But what advertising cannot do is to turn a bad product to a good product.This is why ideally, advertising agencies and registered practitioners have copy-testing of a new product to observe and see the qualities the producer of the product claims it to have”.There is doubt that digital advertising is the trending thing in the world today considering how people are exposed to advertisement online every second through pop-up messages on internet. In conclusion after thoroughly reading the article it can be seen that through advertising one can not deceive or trick an individual on a particular product as it is against the ethics of the profession generally which I do not really believe in it in a way. In relation to the course Digital publicrelation and Advertsing with the use of technology has made advertising much more easier and effective for Advertisers through the help of different social media platform which can circulate meaningful information simultaneously. Indeed Advertising is functional one sided and also not because there are some advertiser who sugar coat their customers just to patronize their product by exaggerating what the product can not do which could be seen as deception in a way just to attract customers but in the article it is seen that advertising is just used to persuade and convince customers to buy a particular product. Digitalization has made Advertising more suitable and convenient for individuals who have product to sell and as well as to buy instead of using the traditional media the new technology has paved way since the old media became deficient in a way... Salami olasunkanmi K.M S114303025
Salami Olasunkanmi | 4/30/2018 1:05:00 AM
The advertising association defines “Advertising” as an “identifiable paid for communications in the media, which aim to persuade, inform or sell”.Advertising agencies create campaigns for their clients who, in addition to commercial organisations, include the public sector, charities and interest groups. Firstly I will like to say that this beautiful piece written by Mr Katib is a an educative and informative one as he carefully illustrated what advertising is in the society and the various importance of advertising by giving the definition of Dr Curtis Huston below: Looking at the explanation of Advertising by Dr Curtis Huston in his quote, virtually everything we use has been advertised in one way or the other.Advertising speaks to the mind of the audience and that is why,it remains a continuous exercise in an organization daily lives and not only when the chips are down. The need for the article gives an insight to definition of modes and types of advertising as an important tool in the marketing mix and also as a form of mass communication. According to the article given above it shows the beneficial and outstanding performance of New technology in public relation and advertising in the society today which makes it faster and easier to be access by the individuals in the society. It is obvious from the article that advertising is a catalyst for the promotion of goods and services as the writer opined that the success and marketability of products depends largely on advertising. Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. As pointed by the prestigious writer Mr Idris Katib he pin pointed clearly that advertising can not be use to trick the audience but rather persuade them by giving them valid reason why the product is better than any other product, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. It is obvious from the article that advertising is a catalyst for the promotion of goods and services as the writer opined that the success and marketability of products depends largely on advertising. Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. As pointed by the author, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. For example, advertising on Jumai or Ali express will reach a larger audience, who are in millions, at a twinkle of an eye, than using a television, radio or newspaper, which viewers, listeners and readers have reduced drastically because of the advent of technology and social media platforms, which has turned the world to a Global village. It is now a common trend for people to advertise their products on websites, blogs and social media platforms like facebook, instagram, whatsapp and twitter, among others because it is cheaper and more effective than spending hundreds of thousands to place an advert in print media or broadcast media. The writer argues that advertising is not the same as deception but a way to present and project your product to the targeted audience....in masscommunication there is what we call Agenda setting where the advertising agencies are agenda setters who help not only the producers but also the consumers in their knowledge and choice of product to buy . A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digitalization which happens to be Technology...it is envolving the society around the world. In the article it is noted that advertising can not be used to trick people in anyway because it was stated by Mr Idris Katib that “Advertising is like a light illuminating the path to the audience of what is being projected.But what advertising cannot do is to turn a bad product to a good product.This is why ideally, advertising agencies and registered practitioners have copy-testing of a new product to observe and see the qualities the producer of the product claims it to have”.There is doubt that digital advertising is the trending thing in the world today considering how people are exposed to advertisement online every second through pop-up messages on internet. In conclusion after thoroughly reading the article it can be seen that through advertising one can not deceive or trick an individual on a particular product as it is against the ethics of the profession generally which I do not really believe in it in a way. In relation to the course Digital publicrelation and Advertsing with the use of technology has made advertising much more easier and effective for Advertisers through the help of different social media platform which can circulate meaningful information simultaneously. Indeed Advertising is functional one sided and also not because there are some advertiser who sugar coat their customers just to patronize their product by exaggerating what the product can not do which could be seen as deception in a way just to attract customers but in the article it is seen that advertising is just used to persuade and convince customers to buy a particular product. Digitalization has made Advertising more suitable and convenient for individuals who have product to sell and as well as to buy instead of using the traditional media the new technology has paved way since the old media became deficient in a way... Salami olasunkanmi K.M S114303025 400level Masscommunication
Khalid Zubeidat | 4/30/2018 1:41:00 AM
Advertising is the dissemination of information by non-personal means through paid media where the source is the sponsoring organization. Advertising is impersonal communication of information about products, services or ideas through the various media, and it is usually persuasive and paid by an identified sponsor (Bovee, 1992). This is a very educative piece if I must say! Mr Katib highlights a significant quote by Dr Curtis Huston, explores various definitions of advertising, language of advertising, advertising as communication and marketing, choosing a medium of advertising, advertising copy and benefits of advertising. Advertising is functional as it plays an important role in our everyday life. It mainly determines the image and way of life and it has an impact on our thinking as well as on the attitude towards ourselves and the world around us. The traditional means of communication is becoming obsolete in terms of advertising. I can’t remember the last time I watched an advert on tv and was amazed or sat down to listen to radio adverts, Or glance through an advert copy on a newspaper. The last few years have seen a dramatic increase in the time and money consumers spend online. The internet ads are making waves and getting better by the day there’s no day I don’t come across pop up ads on the internet. People usually say “if you want to sell anything put it on the internet”. Online advertising and marketing is what is leading the world now. Advertising is functional to an extent but dysfunctional to a fault. These days people hardly buy advertised goods, products, services, and politicians because of their past experience they don’t always get what they see. It was stated in this essay that a critical mind wonders why leading brands such as Coca-Cola and Toyota still advertise , it’s because of their competitors obviously. But even without adverts I’ll still purchase a Coca-Cola product. Most people have never seen Apple adverts but they keep buying their products I.e iPhones, most people haven’t seen a Mercedes Benz advert or a Ferrari advert but they bought one. These days you might not necessarily buy advertised goods but when you step into a store you’ll see plenty products and read through their content then purchase. The communication tool of advertising is the media and as we all know the media is an agenda setter, however, advertisements usually “hypes” a product in such a way that we believe the product is really “amazing”. Advertisements has tricked a lot of people over the decades and is still doing that now , there are so many advertised products I’ve purchased and it didn’t perform the wonders the advert talked about. So I see adverts as a piece of exaggerated copy. The article as it relates to digital advertising and marketing, advertisements can now reach a vast number of people around the world with the use of the internet. Most adverts you hardly see on the traditional media are done on the internet and it has made marketing very easy for everyone. With #1,500 you can do a sponsored ad on Instagram that’ll reach a large number of people. The bad thing about the digital marketing is that people who don’t know or have access to the internet will not benefit from it, like people or the rural populace. In conclusion, I’ll say that the mode of advertising is changing as there are changes in technology which has made or is making advertising more functional. Khalid Zubeidat Full time S114303017 400level
Salami olasunkanmi | 4/30/2018 1:50:00 AM
The advertising association defines “Advertising” as an “identifiable paid for communications in the media, which aim to persuade, inform or sell”.Advertising agencies create campaigns for their clients who, in addition to commercial organisations, include the public sector,and interest groups. Firstly I will like to commend this beautiful piece written by Mr Katib is a an educative and informative one as he carefully illustrated what advertising is in the society and the various importance of advertising by giving the definition of Dr Curtis Huston below:Looking at the explanation of Advertising by Dr Curtis Huston in his quote, virtually everything we use has been advertised in one way or the other.Advertising speaks to the mind of the audience and that is why,it remains a continuous exercise in an organization daily lives.The need for the article gives an insight to definition of modes and types of advertising as an important tool in the marketing mix and also as a form of mass communication. According to the article given above it shows the beneficial and outstanding performance of New technology in public relation and advertising in the society today which makes it faster and easier to access by the individuals in the society. It is obvious from the article that advertising is a catalyst for the promotion of goods and services as the writer opined that the success and marketability of products depends largely on advertising. Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. As pointed by the prestigious writer Mr Idris Katib he pin pointed clearly that advertising can not be use to trick the audience but rather persuade them by giving them valid reason why the product is better than any other product, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience.Therefore, digital platforms are needed in today’s world to be incorporated into marketing plans and everyday life, as people use digital devices instead of visiting physical shops digital marketing campaigns are becoming more prevalent and efficient. As pointed by the author, advertising moves at the pace of technology on account that online advertisements, telephone push messages and animations can interestingly reach a larger audience. For example, advertising on Jumai or Ali express will reach a larger audience, who are in millions, at a twinkle of an eye, than using a television, radio or newspaper, which viewers, listeners and readers have reduced drastically because of the advent of technology and social media platforms, which has turned the world to a Global village. It is now a common trend for people to advertise their products on websites, blogs and social media platforms like facebook, instagram, whatsapp and twitter, among others because it is cheaper and more effective than spending hundreds of thousands to place an advert in print media or broadcast media. The writer argues that advertising is not the same as deception but a way to present and project your product to the targeted audience....in masscommunication there is what we call Agenda setting where the advertising agencies are agenda setters who help not only the producers but also the consumers in their knowledge and choice of product to buy . A key objective is engaging digital marketing customers and allowing them to interact with the brand through servicing and delivery of digital media. Information is easy to access at a fast rate through the use of digitalization which happens to be Technology...it is envolving the society around the world. In the article it is noted that advertising can not be used to trick people in anyway because it was stated by Mr Idris Katib that “Advertising is like a light illuminating the path to the audience of what is being projected.But what advertising cannot do is to turn a bad product to a good product.This is why ideally, advertising agencies and registered practitioners have copy-testing of a new product to observe and see the qualities the producer of the product claims it to have”.There is doubt that digital advertising is the trending thing in the world today considering how people are exposed to advertisement online every second through pop-up messages on internet. In conclusion after thoroughly reading the article it can be seen that through advertising one can not deceive or trick an individual on a particular product as it is against the ethics of the profession generally which I do not really believe in it in a way. In relation to the course Digital publicrelation and Advertsing with the use of technology has made advertising much more easier and effective for Advertisers through the help of different social media platform which can circulate meaningful information simultaneously. Indeed Advertising is functional one sided and also not because there are some advertiser who sugar coat their customers just to patronize their product by exaggerating what the product can not do which could be seen as deception in a way just to attract customers but in the article it is seen that advertising is just used to persuade and convince customers to buy a particular product. Digitalization has made Advertising more suitable and convenient for individuals who have product to sell and as well as to buy instead of using the traditional media the new technology has paved way since the old media became deficient in a way... Salami olasunkanmi K.M S114303025 400level (FT) Masscommunication
Ibraheem Omodolapo I | 4/30/2018 2:19:00 AM
Dr Curtis in the above write up said that , advertisement does not pay therefore to my own understanding it means that he is not saying advertisement is not good but he is saying indirectly that he probably does not have extra funds for advert or he does not know how to properly inform people about his services. Mr katib also defines advertising as a paid form of promotion. Here we can easily say that not all adverts are paid for. For instance I did a customize jersey from a friend and people admire it on me and I refer them to my friend so therfore it isn't a paid advert but the quality of the job did the advert for my friend. Adverts are paid for to create the necessary awareness but it does not guarantee the survival of such business Katib said “since a good product sells itself “ does it mean that a good product does not need advertising? In Nigeria, I strongly believe that getting people attracted to a new product is by reducing the price to convince them of value for money and to maintain customer base is by making sure the quality is consistent. A good example is a long product that have been in the market and still make still make sales which is st Louis sugar, despite the increase in the price people still buy the productproduct. I am not saying they do not advertise at all only that I havent seen any. Advertising is not applicable in all cases as long as the product can speak for itself. Ibraheem Omodolapo Ibraheem S114303013 400 level..
Zakariyau Kauthar | 4/30/2018 4:44:00 AM
What is advertising? The activity or profession of producing advertisements for commercial products or services. Describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance. According to Dr Curtis Huston he explained that our lives involves around “Advertising”. Without advertising it can’t be possible to live our daily lives. Advertising communicates to a large, dispersed, heterogeneous audience.It sifts its audience as grain from shaft; it particularises its target group and segments same--adult, children, married women, students, market women and so forth. Advertising is an important tool. Advertising is directly related to the groups of people, rather than to individuals and therefore, it is a non-personal or mass communication. Mass communication in advertising is very important, because the whole purpose of advertising would be getting the message across to those who will purchase goods, to consumers. Advertising works in two ways: it’s either attracts or not. And in my view it can be important or not with reasons. An advertisements been displayed doesn’t mean it would attracts consumers, it’s a choice. I might not be interested in the advertisement or not. Advertisement can be important or not: Some product doesn’t need advertisement to persuade or inform products like ST Louis sugar, Nasco cornflakes with increase in price these product doesn’t do advertisement but it’s one of the product been used by the consumers without an advertisement been placed out there. According to Katib “since a good product sells itself” does it mean that a good product does not need advertising??? Not every good product need advertising. In relation to mass communication and digital public relation, advertising has been easy with of the use technology. An advertisement travels fast with the use of social media platforms,television,radio,newspapers,magazines etc which can reach wide range of people. The more an advertisement message is repeated, the more its audience are exposed to it and the more likely the effects of its message. In conclusion,Advertisement has paved way for new technology and also made a great change that’s why advertising is functional. Zakariyau Kauthar S114303031 400 level
Hassan Omotobi k | 4/30/2018 8:22:00 AM
Hassan Omotobi k S114303012 400l Whats advertising?? The Economic Times defines Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK. Many businesses believe that advertising and public relations play the same role for their business and if they do advertising they don’t need PR, and vice versa. However, PR and advertising have completely different roles for your business, which are important to understand to help you reach your target market and achieve your business objectives. Advertising is creating paid announcements to be promoted through different types of media including online, print, TV, out-of-home and radio. PR, on the other hand, is a strategic communication process that builds mutually beneficial relationships between organisations and the public. PR is great for building a connection with your audience and promoting your key messages, consumers are more likely to believe and take note of something written in an article, rather than an advertisement that has been paid for. One of the benefits of advertising is the creation of awareness of a product or brand to prospective users or loyalists.When a product or brand is entering the market, there is the need to strategically to package some advertising messages highlighting the qualities of such product or brand.When a damsel twinkles in the dark, nobody notices.This also applies to an unadvertised good product or brand.Advertising is like a light illuminating the path to the audience of what is being projected.But what advertising cannot do is to turn a bad product to a good product.This is why ideally, advertising agencies and registered practitioners have copy-testing of a new product to observe and see the qualities the producer of the product claims it to have. Interestingly, advertising moves at the pace of technology.
Asiwaju Adeleke A. | 4/30/2018 5:33:00 PM
The Article ‘Advertising is Functional’ by Idris KATIB, highlights various benefits of Advertising. These include creation of awareness, education, information and entertainment of the audience about the qualities of the products as well as its benefits to them. However, it is not all advertised goods that is heavily demanded by the people, examples are herbal medical products like GND, Green life and Tianchi. These Products due to their efficacy have taken over the leadership of Medical Product from the conventional/ orthodox ones, which are advertised regularly with lots of money. Be that as it may, the importance of advertising cannot be over emphasised. Just as an individual needs to go extra mile by constant acquisition of knowledge to make him or her relevant in life, firms, due to stiff competition in the business environment needs constant advertisements to retain their products in the minds of their audience by exposing the products unique selling propositions (USP) to enable them survive. Asiwaju Adeleke Alaba
Amao Abiola Ibrahim | 5/2/2018 12:58:00 AM
Mr katib defines advertising as a paid form of promotion. Here we can easily say that not all adverts are paid for. For instance I bought a product from a company and but the product is not well known in the market but due to the positive effect on me, so therefore people were asking for the product type and I refer them to the company so therfore it isn't a paid advert but the quality of the job did the advert for the company. Adverts are paid for to create the necessary awareness but it does not guarantee the survival of such business Katib said “since a good product sells itself “ does it mean that a good product does not need advertising? In Nigeria, I strongly believe that getting people attracted to a new product is by reducing the price to convince them of value for money and to maintain customer base is by making sure the quality is consistent. According to Dr Curtis Huston he explained that our lives involves around “Advertising”. Without advertising it can’t be possible to live our daily lives. Advertising communicates to a large, dispersed, heterogeneous audience.It shifts its audience as grain from shaft; it particularises its target group and segments same-adult, children, married women, students, market women etc. Advertising is an important tool. Advertising is directly related to the groups of people, rather than to individuals and therefore, it is a non-personal or mass communication. Mass communication in advertising is very important, because the whole purpose of advertising would be getting the message across to those who will purchase goods, to consumers. Digitalization has made Advertising more suitable and convenient for individuals who have product to sell and as well as to buy instead of using the traditional media the new technology has paved way since the old media became deficient in a way. S114303006 400level Full time
Oyekanmi titilayo R | 5/3/2018 12:11:00 AM
Advertising target a set of peope, and its definitely not meant for ever listeners or viewers, its audience will respond to it buy patronizing d advertised product ,goods or services. As Dr Curtis rightly said ,our lives revolves around advertising on daily basis but this does not necessarily means a people can't survive without advertising, the man Dr Curtis mentioned is not a fan of advertisement and he beliefs he doesn't need advertising to get his product to his audience. Though a general saying ' that a good product will sell itself,likewise a poor product advertised is not guaranteed of having many fans.However one can get a good product sold better than an advertised bad product,having one product advertised gives a better awareness, it reach out to more prospective customers and it gives an edge over an unadvertised product that maybe cheaper and better ,but as long as it is not known to its customers it would only looks like a lighted lamp kept under d bed.it surely won't do no good to d person and environment at which it was lighted for.advantages of advertisement can not be overemphasised
Omolola A.Shokunbi | 5/4/2018 9:11:00 AM
I am in support of this article because Advertising is used to make awareness and recognition of products so also as Sales Promotion is an incentive tool used to drive up short term sales. Advertising is a means of communication with the users of a product or service. ... With the growing role of advertising in the lives of people attention now is being paid to the various negative as well as positive effects of advertising. Various criticisms regarding the role of advertising in our society have emerged. Promotion can also be used inform of advertisement, It can be launched directed at consumer or trade. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. Consumer incentives could be samples, coupons, free trial and demonstration. Sales promotion activity can have many objectives, for example, to grab attention of new customer, reward the existing customer, increase consumption of occasional users. Sales promotion is usually targeted at the fence sitters and brand switchers. Sales promotional activity for the product is selected looking at the overall marketing objective of the company. The final selection of the consumer promotional tools needs to consider target audience, budget, competitive response and each tool’s purpose. A good advert will increase sales and brand awareness. ... Understanding the ways in which advertising affects consumer behavior will allow you to create stronger, more memorable advertisements.
Claire-rhoda Lajorin | 5/4/2018 9:32:00 PM
I sincerely agree with the writer of this article "Advertising is functional". He emphasis on the good on the good side of advertisement. He points out how advertising introduces new products and also uses the language of persuasion to remind and also retain the product in the heart of its consumer. The article points that advertisement enhances products, it expands the market, it increase the sales, retain consumer etc. In conclusion, the writer has said it all in a simple language that advertisement is the key to a surviving business.
Adesina Ibidunni. A | 5/4/2018 11:49:00 PM
truly, I sincerely believed that advertising is functional because, if we look at the definition of advertising, "It is defined as the process of creating awareness about a particular product through the use of mass media". For the man to be using Advertised product, is because the products are advertised and for it to be advertised is to create awareness that the consumers can be able to purchase a particular predict and for the Advertisers to boost the image of their products. And also for consumers to know about the trending (Latest) goods out there. Also, for the man not advertising, and also saying Advertising does not pay is because all this advertised products this man keeps using is definitely bringing out something from him which is money. if the man refuses to use all this advertised products, there are other goods he can which are optional goods and they are not being advertised through the use of Social media. For instance, the man using advertised car, can also use other cars which are not being advertised through the use of mass media. So also other goods he is using. with this, I accept that Advertising is Functional
OLATUNJI ADESOLA | 5/5/2018 1:32:00 PM
The article is very explicit on advertising and it gives vivid details on what advertising should be and what it should not be. The author, Mr. Idris Katib’s position on what advertising is commendable and the article is a guide for those in the field of advertising and those who are willing to go into the profession for them to make a success out of it. From the illustration given by Dr Curtis in article titled “Advertising is functional,” it shows that advertising is very crucial and it is what is done to attract the mind of people toward a particular products and services. Considering the fact that there are lots of products and services begging for people’s attention, it is expected for people to pick between choice and opportunity cost. And it is advertising that determines choice. So, therefore it is expected that there is need to focus on advertising for promotion of products and services with the view of having a good turn over. There are some school of thoughts as shown in the article who believed that advertising is not necessary since a good product can sell itself. This notion is right to some extend but what one should take into consideration is that advertising a good product will bring more turn over while keeping silence on a good product may provide opportunity for other competitors to use advertising to scale through in the market. Weighing the advantages and disadvantages of advertising, it is believe that the advantages seem to be more than the disadvantages and therefore it is believe that advertising is what should be done by anybody who wants to survive in business. But one thing that should be taken into consideration is that advertising should be carried out in right form by using the right media and message to meet the target audience.
Abiodun Ogundipe | 5/5/2018 1:59:00 PM
The article: 'Advertising is Functional' is an in-dept write up that takes a critical look at the essence of advertising which provides a platform for advertisers to create awareness for their products and services and help consumers make decisions. It examines the definition, types and uses of advertising which acts as a background to give a good understanding of the topic even to those that are non-communicators. The advertising copy, language and medium, as well as monitoring and measurement of effects of advertising were mentioned in the article. While the article touches on the use of technology in advertising, the benefits derived and other positives, is also takes into cognisance the limitations to advertising which includes not being an end in itself, but a means to an end and not being able to sell a bad product. It should be noted that the article is concise, doing justice to the topic and employs a simple but rich language to deliver an enjoyable read which impacts knowledge to anyone that reads it.
Adewunmi olushola B | 5/5/2018 2:53:00 PM
Advertising is Funtional. True. And this is simply because, Advertising pushes us to buy and do things that we normally will not do on our own. It pushes us to try new things. In the market, different products struggle to survive in the competitive world, In this light, it is necessary to use advertisment to stay afloat. Also it is necessary to say that it
Adewunmi olushola B | 5/5/2018 3:20:00 PM
Advertising is funtional. True. And this is simply because Advertising pushes us to buy and do things that we normally will not do on our own. It pushes us to try new things. In the market, different products struggle to survive in the competitive world, In this light, it is necessary to use advertisment to stay afloat. For a product to stay afloat, advertising is very necessary. It has to be able to appeal to our mind and heart. Some adverts are so good that when the adverts are seen we are pushed to go and buy the product whether it is needed or not. In any type of business, Advertising is very important. that is why it is said to be functional.
OKELEKE IFEANYI | 5/5/2018 3:26:00 PM
OKELEKE IFEANYI SANDRA The article Advertising is functional by Mr. Idris Katib is an indepth write up which focuses on the need of advertising as a means of creating awareness of their product and services. mr Katib read the minds of the public and stating it the way it is and the best way he could achieve this was by Dr Curtis Huston quote which is saying even the phone or the laptop he was using to type the message was once advertised. mr Katib provides different platforms and basis of advertising as it relates to communication and marketing. advertising does both communication and marketing, it tries to communicate and at the same time do some marketing. He also stated the obvious of what marketing is and he has been able to do that by defining advertising beyond the common buying and selling. lastly Mr Katib did well by saying what can be gained from advertising. okeleke Ifeanyi Sandra S215303034
BANGBOSE BABATUNDE F | 5/5/2018 3:51:00 PM
Indeed, Advertising is functional as emerging testimonies justifying this functions daily. like the write up specified that a golden products displaying in the dark can never been appreciated by the desired people. until you let the target audience get full information of the product, you can never get a desired sales. the effect of adverting will be felt in the sales especially if the advertiser takes his time to evaluate the effectiveness after the Advert. I strongly agreed with writer that Advertising is functional.
AKINTONWA HALIMA A | 5/5/2018 4:15:00 PM
Advertising will continue to be functional irrespective of criticism trailing its existence. it is not an understatement that product without Advertising will die a natural death. This is because for a product to be known and survive the spiral circle which is pioneering stage to retentive stage in the face of competition, only Advertising can ensure its life time survival like Coca Cola brand which is still advertising till date. in other words, Advertising is the charm for a long life span of a business.
FATUNMBI OLUWASEUN A | 5/5/2018 4:59:00 PM
It is an undisputable fact that Advertising is functional according to the writer. An economist theory once said production is not completed untill gets to the final consumer. There is alot of process between producer and the final consumer it is Adverting that can fill the vacuum. A good product without Adverting is like a glittering product in the darkness. Therefore. I agreed with the writer that Advertising is functional
Eniola Ekun | 5/6/2018 7:01:00 PM
What is advertising? Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. “Advertising is Functional” and it will continue to be throughout its existence. This amazing piece by Mr Idris Katib draws attention to the general meaning of advertising , the roles and its effects and this gives a better understanding to those that are non communicators. Advertising is indeed functional , it has helped so many companies products known to people, most of the time people find about new things through advertising, Advertising grows everyday and it is usually done in different ways now apart from television and radio, for example advertising can be done on instagram, Facebook, Twitter, Snapchat and so on, these days people tend to be more focused on this social media’s because it is easily accessible. Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services. And on the other hand , Some products are not advertised and people tend to buy them , for example cars, some certain cars like Bentley , Rolls Royce are not advertised but people buy them either because they have seen someone using it or because they just like it, and clothes, some clothes are not advertised but they are owned by so many people in the society. So I strongly agree that advertising functional and dysfunctional. Advertising is like a pillar to the long life of a business as it is used to make awareness and recognition of products and services. Ekun Eniola .M S114303009 400 level Full time
Sillah Aisha Yumar | 5/6/2018 9:37:00 PM
Advertising is the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. Advertising is usually persuasive and paid for by an identified sponsor. Advertising convinces audiences on their buying choice and pattern. It also announces availability of brands, products and services to those who need them. Advertising is also considered as one of the marketing tools.In marketing mix, the 5 P's of marketing includes advertising which is called promotion. Others are product, price, place and positioning. Advertising convinces the audience that the product being advertised is amazing . Advertising is functional, it is a way in whick new products and even well established products continue to inform the public of new or improved changes to the product or services. A critical mind wonders why leading brands in their retentive stage of advertising spiral continue to advertise, for instance, Coca Cola or Toyota, this is because even though they are leading brands they still continue to advertise so as not to allow their competitors to reach them or surpass them. critical mind also wonders why less popular products or brands do not care a hute for advertisement! It is quite ironical that market leader products and brands continue to advertise to retain their existence and leadership on the minds of their audience/target audience while those of lesser popularity may wait for their total extinction or crisis period before deploying the same machinery to either revive such product or brand or put them for sale. Advertising is important in creating awareness of a product or services, it is functional to an extent but also dysfunctional at times due to the fact that most product or services advertised are usually exaggerated and after purchasing them and usung you find outthat most of these products do not perform half as good as it was advertised. The mode of advertising is changing rapidly as there are alot of changes in the mode of afvertising and technologies that are being used to advertise products and services, there by making advertising more functional. SILLAH AISHA YUMAR S114303026 400level full time
SEYI ENITAN-OLUBODE | 5/11/2018 4:27:00 PM
The writer of the above article titled: " Advertising is functional" has done judgement to the topic. Online advertising is also called online marketing or web advertising, is a form of advertising which uses the internet to deliver promotional, colourful messages to consumer. Both micro and macro businesses leverage internet technologies to deliver intended messages to consumers. The functionality of digital advertising has made advertising both locally and globally possible simultaneously. The target audience of advertisement is certain in countries, regions and cities of the world. This is within a set distance from your business or shop. The audience have full information of location of business, prices of goods or services rendered and the availability of such product could be ascertained within a given time. Many businesses around the world are able to attract more customers with the digital advertisement of their product, services or idea. The potential customers and the regular customers meet on the platform and interact on their shared interest which enables the advertiser develop more clientele. Digital advertising reaches the right people at the right time. Business gets found by people on Google precisely when they are searching for things that the advertiser offers. Digital Advertising is an innovation that is enhancing the functionality of advertising.
BUNMI ADIGUN | 5/18/2018 10:19:00 AM
The importance of Advertising in the promotion and marketing of products or commodities in emerging economy and society cannot be underestimated. This is because unadvertised products will not get the desired or expected results. However, Advertising being regarded by Scholars as communication to a large audience to influence their choice and behavior in a positive way,language becomes essential to reach out to the targeted audience. Though, scholars have argued that advertising cannot be used to sell a bad product, the fact remains that aside the 5 P's ( Promotion, Product, Price, Place and Positioning) in the marketing mix, packaging is another� important tool that could be employed to sell a product. Another important element in the Advertising industry is copy. A bad message to a good product could be very harmful while a well captivating message to its target audience would no doubt go a long way to meet the purpose. For instance, a copy of "Indomine" a brand of Noodles, which has become and household name among the children in the electronic media, suggests that well packaged copy would sell the products. It is also very essential to consider the means of getting the products across to the targeted publics. Of course, testimonies from the super stars could be used to market or sell a product but a wrong medium could be detrimental to the objective. It is therefore necessary to choose wisely the means of reaching out to the people.
Odenike Olasunkanmi | 7/1/2018 4:04:00 PM
the article above underscores the importance of advertising to the success or failure of business in this current dispensation of stiff and highly competitive business environment. however, one need to understand that advertisers and its practitioners need to take into cognizance the unprecedented place of online space in the success of functionality of advertising and the new trend in Integrated Marketing Communication. .
OJEMUYIWA TOLULOPE | 7/18/2018 6:19:00 PM
ADVERTISING IS FUNCTIONAL: In my submission, the topic under review can be viewed from different perspectives which makes advertising unique in its own form. The functionability of advertising can be drawn from the angle of awareness creation. Advertising is universal which means it tries to achieve the same purpose globally. Advertising, through the use of Print, Electronic and Social media, has been able to bring to the notice of customers and targeted audience goods and products they've been looking for. Advertising has both negative and positive sides.The positive aspect of advertising is that it helps to create awareness about products, services or goods. And the negative aspect is that people at times are cajoled in buying goods/products they never bargained for. OJEMUYIWA TOLULOPE (S216303033)
Sunmonu Enitan | 7/29/2018 12:32:00 PM
Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.[1]:465 Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Advertising is functional because it creates the awareness of a particular product. Advertising is about developing brand awareness, and showing consumers how products meet their needs. When you show how a product fulfills a functional need, you are demonstrating that it fills a practical need in the consumer's life. Sunmonu Enitan S114303029
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