Advertising is a paid way for advertisers to convey information about goods or services to the audience through certain publicity media.

The three elements of advertising consist of advertising objectives, information personality and consumer psychology. Expressed by the formula, namely: advertising theme = advertising target+information personality+consumer psychology

1. Advertising target: < P > what the enterprise wants to achieve through advertising activities.

2. Information personality

Have your own personality. Something about personality! Specific to specific groups.

3. Consumer psychology refers to what people think when they are consumers.

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definition and elements of advertising: advertising is a kind of non-personnel information marketing communication activity, which is usually paid, organized, comprehensive and persuasive, by an identifiable investor to convey information about goods (concepts, products and services) to a certain target group through various media, so as to change, strengthen consumers' cognition or promote their purchase.

Advertisers refer not only to enterprises, but also to governments, non-profit organizations or individuals. Personal advertisements in the form of searching for people, seeking marriage and reporting the loss are also everywhere. Advertising is usually a non-personnel information dissemination activity spread by means of media. Advertising fees are usually recorded in the cost of products or services. Basic principles of advertising 1, authenticity 2, popularity 3, scientificity (1, well-planned advertising activities 2, aggressive advertising demands 3, and ever-changing advertising technology) 4, efficiency 5, artistry 5, KADA Radio, founded by westinghouse Company of the United States in Pittsburgh, Pennsylvania, started broadcasting, which is recognized as the first official radio station in the world. 6PS refers to: product, price, place, promotion, power and publicrelation)4CS refers to consumers' needs and desires, cost, convenience and communication. Subculture groups include Understand the understanding of advertising information by advertising audience: audience is a set concept, which includes readers of newspapers and magazines: radio audience and TV audience; Netizens, etc. The characteristics of the communicator and the audience will have a great influence on the communication process. Their cultural level, personality and psychological characteristics, beliefs, needs and other factors will affect what they say, how they say and how they understand information, and what information they receive and how they receive it. Take advertising communication as an example. The advertisements of the same advertiser are spread through the same media, but the audiences who come into contact with advertising information have different understandings of advertisements. As mentioned above, it is influenced by many factors of the audiences themselves. There is a famous saying in literary theory that "there are a thousand Hamlets for a thousand readers" is also applicable to the understanding of advertising information by advertising audiences. Communication types: 1. Internal communication: refers to the activity that individuals receive external information and process it inside the human body. It is the internal and external expression of people's psychological activities. 2. Interpersonal communication: the information communication activity between individuals is also a new information activity formed by the interconnection of two individual systems. 3. Organizational communication: it is an information exchange activity among members within an organization and between organizations and groups, and it is an organized and leading information communication with a certain scale. 4. Group communication: refers to the communication activities of general groups outside the organization. 5. Mass communication: refers to the process that professional communicators and communication organizations provide information, knowledge, ideas and entertainment to the public through mass media (such as newspapers, books and periodicals, radio, television and movies, etc.). Chinese advertisements first appeared in 3 BC. DM advertisement is the English abbreviation of directmail. DM advertisement is not only a direct mail advertisement, but also an advertisement form in which printed advertisements are selectively sent directly to consumers by mail. Its types include: catalogues, brochures, price lists, postcards, invitations to trade fairs, brochures, posters and leaflets. Advertising media spending accounts for about 8% of the entire advertising budget. Consumer psychology is an important branch of psychology, which studies the psychological phenomena and behavior laws of consumers in consumption activities. The internal conditions that affect consumers' buying behavior include the process of consumers' psychological activities, their individual psychological characteristics, their psychological activities in the process of buying, and psychological factors that affect consumers' behavior. External conditions include the influence of social environment on consumer psychology, consumer groups, consumption situation, commodity factors, shopping environment and marketing communication. The connection and difference between advertising psychology and consumer psychology 1. Connection: First of all, both of them belong to the discipline category of applied psychology, and both of them are the basic theories of psychology and then applied to specific practical activities. Secondly, the research methods are the same. The research methods of consumer psychology, such as observation and interview, are also applicable to the research of advertising psychology, and the appeal method is an effective research method to collect advertising survey data and analyze advertising audience. Thirdly, the research content is cross-cutting. When someone is both an advertising audience and a consumer, this person becomes the same research content of these two disciplines, and the research content can even include two roles: the advertising audience as a consumer and the consumer as an advertising audience, and the two identities influence each other. 2, the difference: First, the research object is different. Consumer psychology takes the generation, development and law of consumer psychological phenomena in market activities as the research object, and advertising psychology is a discipline to explore the psychological phenomena of people participating in advertising communication activities and their existing psychological laws. Secondly, advertising audience and consumers belong to different concepts. It was discussed above and will not be repeated here. Thirdly, the subject framework of the research is different. The research of consumer psychology is based on the research framework of consumer economics, and the research framework of advertising psychology is based on communication. Synaesthesia: When a sensory organ receives a corresponding stimulus and produces a nerve impulse, when it is transmitted to the brain center, it shifts the original route and causes the excitement of another sensory center, so the phenomenon of synaesthesia in which the senses replace each other occurs. Memory is a psychological process of accumulating and preserving individual experiences in people's minds through three basic links: memorization, retention and reproduction. Advertising companies: advertising companies refer to those who are engaged in the planning and creative work of advertising activities and advertising production, usually in the process of implementation and play the role of communication between advertisers and advertising media. Advertising companies exist with the development of market economy and fierce market competition, and they are at the core of the three advertising subjects and play a major role in advertising activities. Advertising media: advertising media refers to those advertising media organizations, such as mass media organizations of newspapers, magazines, radio and television stations, and organizations responsible for the publication and broadcasting of advertising works. Advertising media are also advertisers and advertising companies. The former is the media advertising for themselves. For example, radio and television news, TV program preview, etc. The latter is an advertising company set up by media organizations, such as the advertising company under the TV station. However, this organizational form has changed for years with the marketization process and system reform, and advertising activities basically belong to the operation mode of independent operation and independent economic accounting. Object of advertising activity: the object of advertising activity refers to the stated object of advertising, which is simply the audience, specifically, the advertising audience or target consumers. Advertising audience refers to the objects that come into contact with advertisements through the media. They are different from the general audience because advertisements seek targeted audiences, also known as target consumers. Advertising audience is the target object of advertising appeal. On the one hand, they are relatively exposed to media advertisements and become veritable advertising consumers. On the other hand, they become potential consumers of shopping consumption under the influence of advertising appeal. Advertising works: advertising works refer to all kinds of advertising works that are directly provided to advertising media for publication and contacted by advertising objects. Generally, it includes paper media products: packaging, all kinds of promotional materials, pop, electronic media including TV advertisements and radio advertisements, and outdoor media including billboards, light box advertisements, listing advertisements, neon lights, gas model advertisements, etc. Advertising subject, object and noumenon are an interactive relationship in advertising activities. First of all, their respective organizational departments are carried out around the specific workflow of advertising, and the specific implementation is often carried out by mutual communication and cooperation. Secondly, from the perspective of integrated communication, advertisers, subjects and objects are in the pattern of traditional teaching cycle and modern communication and reception interaction, which makes the integrity and synergy of advertising activities very prominent. The connection between the scientific nature of advertising activities and the artistic nature of advertising communication: the primary task of advertising activities in operation is to investigate the market, products and consumers, while advertising communication is to face the transformation and development of modern media, and to constantly adapt to the updated media technology. Secondly, advertising activities must be guided by scientific theories, and advertisement operation needs to grasp it with relevant knowledge of nutrition, communication, psychology, sociology and statistics. Advertising communication is closely related to the aesthetics of daily life, which affects people's attitude towards life and has an open and interactive influence and role in building a lifestyle. Thirdly, advertising activities are carried out in the interests of advertisers. Its economic and social benefits must be responsible to advertisers. And advertising communication is to use advertising performance and advertising effect to arouse the interest and concern of the masses. In a word, the law of advertising activities emphasizes that scientific strategy runs through the whole process of advertising activities, and paying attention to art is reflected in advertising creative activities. 4A, whose full name is American Association of Advertising Agencies, is the oldest and largest worldwide advertising award in the world. It was founded in 1959 and has a history of nearly 5 years. Narrow advertising survey contents: 1. Advertising target 2. Positioning problem 3. Advertising appeal point 4. Environmental analysis 5. Corporate and brand image 6. Copywriting test 7. Advertising communication effect 8. Media survey (the most important) Advertising survey methods: 1. Qualitative survey method 1. Observation method 2. Focus (group) interview method 3. In-depth interview method 4. Projection method 2: 1. Survey method 2. Understanding of the definition of advertising planning 1. Planning is a procedure and a rational behavior using brain power. 2. Planning is to manipulate the occurrence and development of events. 3. Planning is the process of turning products into gold. 4. Planning is the re-integration of the resources of productive forces, which makes the effect that 1+1 is greater than 2. 5. Planning is a new way of thinking and a new way of thinking. 6, planning is to find out the causal relationship between things, planning is like a bridge, it connects our current place and the place we will pass in the future. Advertising planning content: investigation and analysis of advertising environment, advertising target planning, target market planning, advertising creativity, product planning, advertising media planning, advertising launch strategy planning, etc. The structure of advertising copy is composed of slogan, title, text and essay. Advertising Law of the People's Republic of China: October 27th, 1994. The 1th meeting of the 8th the NPC Standing Committee passed the Advertising Law, which came into effect on February 1st, 1995. Main contents: 1. Advertising publishing standards, that is, the legal criteria for whether an advertisement can be published. 2. Market access conditions, requirements for advertising operators and publishers to obtain qualifications. 3, activity behavior norms, the rights and obligations of the main activities in advertising activities. 4, advertising procedures, advertising settings for some goods and services management. Legal management of advertisers: 1. Advertisers' advertising content must be in their civil rights. Within the scope of business license, if it exceeds its business scope, it is illegal to operate; If advertisers operate illegally, their advertising behavior is illegal advertising behavior. 2. Advertisers have the obligation to provide subject qualification certificates, certificates proving the authenticity, legality and validity of advertising contents and other valid certificates. 3. Advertisers must design, produce and publish advertisements through advertising agents and publishers with legal business qualifications.

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