ALIVE E-COURSE EN

Advertising is a collection of methods and strategies that capture the consumer's interest in products or services with the intention of convincing them to buy the advertised product or service or to modify their attitudes and actions. The latest technologies and changing consumer behaviors (i.e. evolving preferences and expectations) and the rise of digital platforms has greatly affected the field, compelling organizations and businesses to adjust their approach to engaging with their customers and to create more personalized, relevant, and engaging advertising experiences.

The key objectives of this section are to:

1. Demonstrate the Evolution of Advertising: Explore how advertising has evolved over the years, from traditional print media to the current era of personalized and immersive experiences driven by digital platforms and technologies.

2. Explore Types of Advertising: Familiarize individuals with various advertising mediums, including print media, television commercials, social media ads, outdoor advertising, radio and podcasts, video ads, email marketing, and mobile advertising.

3. Acknowledge the Impact on Consumer Behavior: Highlight the pivotal role advertising plays in shaping consumer behaviour by introducing new products, creating awareness, and fostering brand loyalty. Understanding the interplay between advertising strategies and consumer behaviour.

4. Understand Technological Influences: Examine the influence of technological advancements on advertising, such as the digital revolution, social media platforms, and emerging technologies like Augmented Reality (AR) and Virtual Reality (VR).

5. Identify Ethical Advertising Practices: Emphasizing the importance of ethical advertising practices in response to changing consumer values, including authenticity, transparency, and cultural sensitivity.

Overall, this section aims to equip learners with a comprehensive understanding of the advertising landscape, its evolution, various types, its impact on consumer behaviour, technological influences, and the ethical considerations necessary for effective and responsible advertising.