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    Introduction To Advertising

    Uploaded by

    Hassan Rammal

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Introduction To Advertising

    Uploaded by

    Hassan Rammal
    2 views16 pages

    Original Title

    Introduction to advertising

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    © © All Rights Reserved

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    Copyright:

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    Download as ppt, pdf, or txt
    2 views16 pages

    Introduction To Advertising

    Uploaded by

    Hassan Rammal

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Introduction to

    Advertising
    MARKETING

    WHAT IS ADVERTISING?

    • A COMPLEX FORM OF COMMUNICATION


    USING OBJECTIVES AND STRATEGIES TO
    IMPACT CONSUMER THOUGHTS, FEELINGS,
    AND ACTIONS.
    • IT IS A FORM OF MARKETING
    COMMUNICATION (ALL THE TECHNIQUES
    MARKETERS USE TO REACH THEIR
    CUSTOMERS AND DELIVER THEIR
    MESSAGES).
    Modern AdvertISING

    • IT IS COMMUNICATING THE VALUE OF A


    PRODUCT, SERVICE OR BRAND TO
    CUSTOMERS OR CONSUMERS FOR THE
    PURPOSE OF PROMOTING OR SELLING THAT
    PRODUCT, SERVICE, OR BRAND.

    • IT IS A FORM OF COMMUNICATION
    BETWEEN YOU AND YOUR CUSTOMERS
    WITH THE GOAL OF SELLING YOUR
    PRODUCT OR SERVICE TO THEM.
    DEFINING MODERN ADVERTISING

    THE EVOLUTION OF ADVERTISING


    • IDENTIFICATION
    • SIMPLE IMAGES FOUND IN ANCIENT
    BABYLONIA, EGYPT, GREECE, AND ROME
    IDENTIFIED A BUSINESS, MANUFACTURER, OR
    STORE.
    • INFORMATION
    • GUTENBERG’S MOVABLE TYPE MECHANIZED
    PRINTING LEADING TO MASS
    COMMUNICATION.
    • PROMOTION
    • THE INDUSTRIAL REVOLUTION LED TO
    SURPLUS GOODS, IMPROVED
    TRANSPORTATION, AND THE NEED FOR NEW
    MEDIA.
    • SALES
    • ADVERTISERS BECAME CONCERNED ABOUT
    MAKING ADS THAT WORKED AND DEFINING
    STANDARDS OF EFFECTIVE ADVERTISING.
    DEFINING MODERN ADVERTISING

    Basic Factors of Advertising


    1. Paid communication
    2. Sponsor is identified
    3. Tries to inform or persuade
    4. Reaches a large audience
    5. Message conveyed through many different kinds
    of largely nonpersonal mass media
    FOUR COMPONENTS OF
    ADVERTISING
    FOUR COMPONENTS OF
    ADVERTISING
    1. ADVERTISING
    STRATEGY
    • THE STRATEGY IS THE LOGIC
    AND PLANNING BEHIND THE
    AD THAT GIVES IT
    DIRECTION.
    • ADVERTISERS DEVELOP ADS
    TO MEET OBJECTIVES.
    • ADVERTISERS DIRECT ADS
    TO IDENTIFIED AUDIENCES.
    • ADVERTISERS CREATE A
    MESSAGE THAT SPEAKS TO
    THE AUDIENCE’S CONCERNS.
    • ADVERTISERS RUN ADS IN
    THE MOST EFFECTIVE
    MEDIA.
    FOUR COMPONENTS OF
    ADVERTISING
    2. CREATIVE IDEA
    • THE CREATIVE CONCEPT IS
    THE CENTRAL IDEA THAT
    GRABS THE CONSUMER’S
    ATTENTION AND STICKS IN
    MEMORY.
    • PLANNING STRATEGY
    REQUIRES CREATIVE
    PROBLEM SOLVING.
    • RESEARCH INVOLVES
    CREATIVITY.
    • BUYING AND PLACING ADS
    REQUIRES CREATIVE
    THINKING.
    FOUR COMPONENTS OF
    ADVERTISING
    3. CREATIVE EXECUTION
    • EFFECTIVE ADS ARE WELL
    EXECUTED REFLECTING THE
    HIGHEST PRODUCTION
    VALUES IN THE INDUSTRY.
    • CLIENTS DEMAND THE BEST
    PRODUCTION THE BUDGET
    ALLOWS.
    FOUR COMPONENTS OF
    ADVERTISING
    4. MEDIA
    PLANNING/BUYING
    • TELEVISION, INTERNET,
    MAGAZINES, AND OTHER
    MEDIA ARE USED TO REACH
    A BROAD AUDIENCE.
    • DECIDING HOW TO DELIVER
    THE MESSAGE REQUIRES
    CREATIVITY.
    FOUR ROLES OF ADVERTISING

    1. The Marketing Role


    • Marketing is satisfying customer wants and needs
    by providing products (goods, services, and
    ideas). **General Motors Superbowl Ad!**
    • The marketing department is responsible for
    selling the product using the 4 Ps (product, price,
    place/distribution, and promotion) and brand
    development.
    FOUR ROLES OF ADVERTISING

    2. The Communication Role


    • Advertising is a message to a consumer about a
    product, designed to create a response.
    • It is also a form of marketing communication.
    • Advertising uses mass communication to transmit
    product information to connect buyers and sellers
    in them marketplace.
    FOUR ROLES OF ADVERTISING

    3. The Economic Role


    • Because it reaches large groups of people,
    advertising makes marketing more cost-efficient
    and lowers prices for consumers.
    • Advertising creates a demand for a brand using
    hard sell (persuading) and soft sell (image
    building) techniques.
    FOUR ROLES OF ADVERTISING

    4. The Societal Role


    • Informs consumers about
    innovations and issues
    • Helps us compare products and
    features
    • Mirrors fashion and design trends
    • Teaches consumers about new
    products and how to use them
    • Helps shape consumer self-image
    • Facilitates self-expression
    through purchases
    • Presents images about diversity in
    our world
    TYPES OF ADVERTISING

    • Institutional Advertising
    – Focused on establishing a
    corporate identity or winning
    the public over to the
    organization’s point of view
    • Nonprofit Advertising
    – Used by nonprofits like
    charities, associations,
    hospitals, orchestras, museums,
    and churches for customer,
    members, volunteers, and
    donors
    • Public Service Advertising
    – Usually produced and run for
    free on behalf of a good cause
    Current Developments
    INTERACTIVITY
    • BUZZ IS GETTING PEOPLE TO TALK ABOUT THE
    EVENT, IDEA OR BRAND. **(AWARD WILL BE GIVEN TO MOVIEGOERS WHO
    WATCH A SCARY MOVIE WITHOUT SCREAMING) **

    • PEOPLE CONTACT COMPANIES BY PHONE, THE


    INTERNET, AND THROUGH FRIENDS.
    • ADVERTISING MUST CHANGE TO ALSO BECOME
    MORE INTERACTIVE.

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