Friday, September 28, 2007
What is “advertising?”
I thought I’d clarify a little bit on the earlier post. The amendment brought by Bro. Mark Jordan would have effectively eliminated most of the ambiguity about just what constitutes an advertisement. Since this amendment failed the ambiguity still exists. Is advertising a 30-second slot in-between shows, or is it a 30-minute broadcast of a church service “advertising” someone’s church, or is it something between these two extremes? Lacking a firm definition of “advertising” is going to allow some subjectivity. The resolution did not specifically allow for ministry on TV (televised services) but neither did it define what an advertisement consists of.
No one walked out of the meeting (from my vantage point) and overall there was a good spirit of unity in the sense that ministers will live with the decision either way and still continue to be a part of the UPCI. The fact that the vote was pretty close says it could have swung either way disappointing one side or the other. I believe the spread at the Salt Lake City conference was around 300 votes when the resolution on TV advertising was defeated in 2005.
Bro. Haney did a fantastic job of moderating the meeting, and regardless of where one stands on this issue I think it can be said that is was handled fairly, diplomatically, and with a great concern that we remain unified whatever way the resolution went.
No one walked out of the meeting (from my vantage point) and overall there was a good spirit of unity in the sense that ministers will live with the decision either way and still continue to be a part of the UPCI. The fact that the vote was pretty close says it could have swung either way disappointing one side or the other. I believe the spread at the Salt Lake City conference was around 300 votes when the resolution on TV advertising was defeated in 2005.
Bro. Haney did a fantastic job of moderating the meeting, and regardless of where one stands on this issue I think it can be said that is was handled fairly, diplomatically, and with a great concern that we remain unified whatever way the resolution went.
# posted by Steve @ 1:11 PM 
Comments:
<< Home
"...it can be said that is was handled fairly, diplomatically, and with a great concern that we remain unified whatever way the resolution went."
...and for this, we should all be thankful. This is a significant issue that's obviously been coming down the pike for quite some time.
Advertising/broadcasting services via TV doesn't bother me one bit, yet I understand the concern that many have expressed.
What is absolutely vital to the unified success of this body is that we reach a point where we can agree to disagree on non-doctrinal issues.
The coming weeks and months will be pivotal....we must have a respect for the thoughts, concerns, and convictions of our brethren; yet, we must appreciate the fact that people of equal conscience and spirit can have varying points of view on even the most important issues.
...and for this, we should all be thankful. This is a significant issue that's obviously been coming down the pike for quite some time.
Advertising/broadcasting services via TV doesn't bother me one bit, yet I understand the concern that many have expressed.
What is absolutely vital to the unified success of this body is that we reach a point where we can agree to disagree on non-doctrinal issues.
The coming weeks and months will be pivotal....we must have a respect for the thoughts, concerns, and convictions of our brethren; yet, we must appreciate the fact that people of equal conscience and spirit can have varying points of view on even the most important issues.
I think that was well-stated.
Bro. Haney did not allow for any display of favoritism one way or the other on this. Godly men and women on both sides of the issue carry legitimate convictions that we would all do well to respect, and understand, even if we ultimately disagree on how television should be utilized. People on either side love souls and the UPCI, and are trying to do what they think is best in both cases. Sure there are people with agendas of some kind (on both sides), but there are a whole lot more people who have legitimate reasons for feeling strongly one way or the other.
I think I just kind of restated what you said!
Bro. Haney did not allow for any display of favoritism one way or the other on this. Godly men and women on both sides of the issue carry legitimate convictions that we would all do well to respect, and understand, even if we ultimately disagree on how television should be utilized. People on either side love souls and the UPCI, and are trying to do what they think is best in both cases. Sure there are people with agendas of some kind (on both sides), but there are a whole lot more people who have legitimate reasons for feeling strongly one way or the other.
I think I just kind of restated what you said!
[Dear ninetyandnine: I know my letter is ridiculously long, but I thing it'll be very helpful. :·) You guys are still one of the best Apostolic web sites around! Thanks a bunch]
It seems there's been a lot of talk about advertising lately, and naturally so, since it was the hot-button resolution at GF and since it has just victoriously passed. Unfortunately it also seems that there are those who would adopt whatever definition of "advertising" is convenient i.e., whichever definition best agrees with their opinions and/or positions. However these definitions of convenience are by-and-large made by those who are not necessarily in the know. Since there are those who would like to split hairs as to what advertising is and what it is not, possibly to discourage would-be "advertisers" from the get-go, I thought it needful that I write, being not only a pastor, but also a professional graphic designer who has worked in advertising and marketing for the past four years, including for two of the largest advertising agencies in San Francisco for three of those years (which is very long in ad agencies since they tend to burn-out employees quickly). I'm currently working in the Marketing department for a large financial institution.
First let me say that since we Apostolics are not under law but under grace I tend to eschew being legalistic about these kinds of things. However since it is an issue at hand, and since I have worked in the industry, please allow me to help clarify what exactly advertising is.
A simple & verifiable definition of advertising is this:
Advertising: A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63 [See: http://advertising.utexas.edu/research/terms/)
Amazing! "Communication" to "persuade" to "take action", "now"? That sounds like a textbook definition of the preaching of the gospel to me.
COMMUNICATION: Gal. 2:2, "I went up by revelation, and communicated unto them that gospel which I preach among the Gentiles."
PERSUADING: IICor 5:11, "Knowing therefore the terror of the Lord, we persuade men"; Luke 14:23, "Go out into the highways and hedges, and compel them to come in, that my house may be filled.
TAKE ACTION: Acts 2:40, "Save yourselves from this untoward generation."; Acts 10:48, "and he commanded them to be baptized".
NOW: II Cor. 6:2, "Behold, now is the day of salvation".
FUTURE: Acts 2:39, "For the promise is unto you, and to your children, and to all that are afar off"
Sounds like advertising to me.
Advertising is not a simply a "commercial". A commercial is only one type of advertisment. Advertising is not a "30-second commercial", a "30-second commercial" is a 30-second "media-buy" for broadcast television designed to sell a commercial product. Even if we were to produce a 30-second spot, it wouldn't be a "commercial" because we are not selling commerce. Rather, it would be a 30-second, "noncommercial" advertisement designed to educate and promote religious ideas and institutions (as opposed to selling commercial products for profit).
However, the keyword here is "paid". A "paid...form of communication". So here it is:
"ADVERTISING" IS ANY KIND OF PERSUASIVE COMMUNICATION THAT YOU CAN AFFORD TO BUY.
In advertising, if all a company can afford is 30 seconds, then all they'll have is a 30-second media-buy. Same goes for a one-minute, or 15-second spot. But they can also buy one hour if they can afford it. Usually this is called an infomercial because they're long and can be anywhere from 30 minutes to several hours, depending on how much time they can afford to buy. Hence, infomercials are generally aired late at night since it's cheaper to buy time during those hours.
The same principle applies to other mass media as well. In a newspaper ad, for instance, some may only be able to afford a 4" x 4", black and white media-buy in a local paper, while others are able to afford a full-page, full-color ad in the New York Times. Essentially, you get what you pay for.
As far as television advertising is concerned, If all an advertiser can afford is a "classified-ad" type of text-and-photo bulletin on a local public-access television station (sometimes they're free), then that's their advertisement. However, if an advertiser has the financial resources, an advertisement can be a one or two hour pitch, such as those done for real estate investment companies, weight loss or skin care products, etc., sometimes with celebrities promoting their brand.
Let me also mention that sometimes ad agencies will donate creative work to non-profit agencies. They get to have more creative liberty to be as creative as they'd like (which always helps them at advertising awards shows) and the non-profit company gets free advertising in return.
Also it should be said that usually advertising isn't done in simply one medium, but is usually done in "advertising campaigns" that are completely synergistic. In other words, a company won't just spend hundreds of thousands, if not millions, of dollars for magazines ads alone or television commercials alone. Usually a campaign is done in an all-encompassing delivery that is "rolled-out" to the public and targets all forms of communication which are focused on hitting a desired demographic (which is determined by various focus groups, statistical research & data, and through various other methods). Once the targeted audience is established, appropriate creative concepts are developed, i.e. themes or ideas that best sell the product. This includes imagery, copy writing (catchy phrases, "the message", etc.), facts & figures, and overall artistic concepting. Once the best concept is decided upon it is produced in various forms of communications, including:
MEDIA: Television, radio, magazines, newspapers, billboards, subway stations, etc.
DIRECT MARKETING: OFFLINE: Printed materials such as postcards, self-mailers, letter packages, etc. Things that are directed towards a specific group with the goal of having a direct response as a result. Usually, a "call-to-action" is made on the material directing the recipient towards a phone number, website, or email. OR ONLINE: Web-base advertising on the placed on the Internet such as banners, email blitzes, landing pages, and Web sites.
COLLATERAL: Brochures, catalogs, flyers, etc. Advertising materials usually given by a sales person rather than mass media. Sometimes man-on-the-street hand-out methods are employed.
In an ad campaign, all these work in tandem to produce the desired result on the consumer.
Lastly, let me say that advertising works. Corporations don't spend millions of dollars on a 30-second commercial during the Super Bowl because they don't work—they spend that kind of money because they do work. And if advertising should work for anybody, it should work for us. We've got the best product around.
I hope this helps clear things up a little and shed some light on the issue.
Sincerely,
Rev. Isaac Soria
Pastor, Apostolic Tabernacle
Alameda, CA
apostolic-tabernacle.net
P.S. Here's some terms commonly used:
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63-77.)
Medium (plural, Media)
A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc.
Infomercial
A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. The broadcast equivalent of an Advertorial (see above).
Commercial advertising
Advertising that involves commercial interests rather than advocating a social or political cause.
Noncommercial advertising
Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service announcements.
Local advertising
(1) Advertising to a local merchant or business as opposed to regional or national advertising. (2) Advertising placed at rates available to local merchants.
National advertising
Advertising which is aimed at a National Market, as opposed to Local Advertising.
Collateral materials
Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered "collateral" to the sales message delivered by the sales person.
Post a Comment
It seems there's been a lot of talk about advertising lately, and naturally so, since it was the hot-button resolution at GF and since it has just victoriously passed. Unfortunately it also seems that there are those who would adopt whatever definition of "advertising" is convenient i.e., whichever definition best agrees with their opinions and/or positions. However these definitions of convenience are by-and-large made by those who are not necessarily in the know. Since there are those who would like to split hairs as to what advertising is and what it is not, possibly to discourage would-be "advertisers" from the get-go, I thought it needful that I write, being not only a pastor, but also a professional graphic designer who has worked in advertising and marketing for the past four years, including for two of the largest advertising agencies in San Francisco for three of those years (which is very long in ad agencies since they tend to burn-out employees quickly). I'm currently working in the Marketing department for a large financial institution.
First let me say that since we Apostolics are not under law but under grace I tend to eschew being legalistic about these kinds of things. However since it is an issue at hand, and since I have worked in the industry, please allow me to help clarify what exactly advertising is.
A simple & verifiable definition of advertising is this:
Advertising: A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63 [See: http://advertising.utexas.edu/research/terms/)
Amazing! "Communication" to "persuade" to "take action", "now"? That sounds like a textbook definition of the preaching of the gospel to me.
COMMUNICATION: Gal. 2:2, "I went up by revelation, and communicated unto them that gospel which I preach among the Gentiles."
PERSUADING: IICor 5:11, "Knowing therefore the terror of the Lord, we persuade men"; Luke 14:23, "Go out into the highways and hedges, and compel them to come in, that my house may be filled.
TAKE ACTION: Acts 2:40, "Save yourselves from this untoward generation."; Acts 10:48, "and he commanded them to be baptized".
NOW: II Cor. 6:2, "Behold, now is the day of salvation".
FUTURE: Acts 2:39, "For the promise is unto you, and to your children, and to all that are afar off"
Sounds like advertising to me.
Advertising is not a simply a "commercial". A commercial is only one type of advertisment. Advertising is not a "30-second commercial", a "30-second commercial" is a 30-second "media-buy" for broadcast television designed to sell a commercial product. Even if we were to produce a 30-second spot, it wouldn't be a "commercial" because we are not selling commerce. Rather, it would be a 30-second, "noncommercial" advertisement designed to educate and promote religious ideas and institutions (as opposed to selling commercial products for profit).
However, the keyword here is "paid". A "paid...form of communication". So here it is:
"ADVERTISING" IS ANY KIND OF PERSUASIVE COMMUNICATION THAT YOU CAN AFFORD TO BUY.
In advertising, if all a company can afford is 30 seconds, then all they'll have is a 30-second media-buy. Same goes for a one-minute, or 15-second spot. But they can also buy one hour if they can afford it. Usually this is called an infomercial because they're long and can be anywhere from 30 minutes to several hours, depending on how much time they can afford to buy. Hence, infomercials are generally aired late at night since it's cheaper to buy time during those hours.
The same principle applies to other mass media as well. In a newspaper ad, for instance, some may only be able to afford a 4" x 4", black and white media-buy in a local paper, while others are able to afford a full-page, full-color ad in the New York Times. Essentially, you get what you pay for.
As far as television advertising is concerned, If all an advertiser can afford is a "classified-ad" type of text-and-photo bulletin on a local public-access television station (sometimes they're free), then that's their advertisement. However, if an advertiser has the financial resources, an advertisement can be a one or two hour pitch, such as those done for real estate investment companies, weight loss or skin care products, etc., sometimes with celebrities promoting their brand.
Let me also mention that sometimes ad agencies will donate creative work to non-profit agencies. They get to have more creative liberty to be as creative as they'd like (which always helps them at advertising awards shows) and the non-profit company gets free advertising in return.
Also it should be said that usually advertising isn't done in simply one medium, but is usually done in "advertising campaigns" that are completely synergistic. In other words, a company won't just spend hundreds of thousands, if not millions, of dollars for magazines ads alone or television commercials alone. Usually a campaign is done in an all-encompassing delivery that is "rolled-out" to the public and targets all forms of communication which are focused on hitting a desired demographic (which is determined by various focus groups, statistical research & data, and through various other methods). Once the targeted audience is established, appropriate creative concepts are developed, i.e. themes or ideas that best sell the product. This includes imagery, copy writing (catchy phrases, "the message", etc.), facts & figures, and overall artistic concepting. Once the best concept is decided upon it is produced in various forms of communications, including:
MEDIA: Television, radio, magazines, newspapers, billboards, subway stations, etc.
DIRECT MARKETING: OFFLINE: Printed materials such as postcards, self-mailers, letter packages, etc. Things that are directed towards a specific group with the goal of having a direct response as a result. Usually, a "call-to-action" is made on the material directing the recipient towards a phone number, website, or email. OR ONLINE: Web-base advertising on the placed on the Internet such as banners, email blitzes, landing pages, and Web sites.
COLLATERAL: Brochures, catalogs, flyers, etc. Advertising materials usually given by a sales person rather than mass media. Sometimes man-on-the-street hand-out methods are employed.
In an ad campaign, all these work in tandem to produce the desired result on the consumer.
Lastly, let me say that advertising works. Corporations don't spend millions of dollars on a 30-second commercial during the Super Bowl because they don't work—they spend that kind of money because they do work. And if advertising should work for anybody, it should work for us. We've got the best product around.
I hope this helps clear things up a little and shed some light on the issue.
Sincerely,
Rev. Isaac Soria
Pastor, Apostolic Tabernacle
Alameda, CA
apostolic-tabernacle.net
P.S. Here's some terms commonly used:
Advertising
A paid, mediated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. (This definition is based on the following study: Richards, J. I., and Curran, C. M. (2002). Oracles on "Advertising": Searching for a Definition. Journal of Advertising, Summer, 31(2), 63-77.)
Medium (plural, Media)
A vehicle or group of vehicles used to convey information, news, entertainment, and advertising messages to an audience. These include television, cable television, magazines, radio, billboards, etc.
Infomercial
A commercial that is very similar in appearance to a news program, talk show, or other non-advertising program content. The broadcast equivalent of an Advertorial (see above).
Commercial advertising
Advertising that involves commercial interests rather than advocating a social or political cause.
Noncommercial advertising
Radio and television advertising that is designed to educate and promote ideas or institutions, e.g., public service announcements.
Local advertising
(1) Advertising to a local merchant or business as opposed to regional or national advertising. (2) Advertising placed at rates available to local merchants.
National advertising
Advertising which is aimed at a National Market, as opposed to Local Advertising.
Collateral materials
Sales brochures, catalogs, spec sheets, etc., generally delivered to consumers (or dealers) by a sales person rather than by mass media. These materials are considered "collateral" to the sales message delivered by the sales person.
<< Home
