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Session # 7

Introduction to Advertising
Faisal K. Qureishi
Defining Modern Advertising
Advertising is Five basic
paid components:
informative/persua Paid
sive communication
communication, Sponsor is
identified
which uses non-
Tries to persuade
personal mass and/or inform
media with an Reaches a large
identified sponsor audience
to reach broad Conveyed through
target audience. impersonal mass
media
Key Concepts of Advertising
The logic and planning
Strategy behind the ad
Advertisers develop
Creative ads to meet objectives
idea Advertisers direct ads
to identified audiences
Execution Advertisers create
messages that speak
Media to the audiences
concerns
Advertisers run ads in
the most effective
media
Key Concepts of Advertising
The central idea
Strategy
that grabs the
Creative consumers
attention
idea Creativity drives
the entire field of
Execution advertising
Media
Key Concepts of Advertising
Effective ads
Strategy
adhere to the
Creative highest production
values in the
idea industry
Clients demand the
Execution best production the
budget allows
Media
Key Concepts of Advertising
Communication
Strategy
channels that reach
Creative a broad audience
How to deliver the
idea message is just as
important as
Execution coming up with the
creative idea of the
Media message
Roles of Advertising
The process a
Marketing
business uses to
Communic satisfy consumer
needs by providing
ation goods and services
includes:
Economic Product category

Societal Target market


Marketing mix
Brand
Roles of Advertising
Can reach a mass
Marketing
audience
Communic Introduces
products
ation Explains important
Economic changes
Reminds and
Societal reinforces
Persuades
Roles of Advertising
Moves from being
Marketing
informational to
Communic creating demand
Advertising is an
ation objective means for
Economic providing price-
value information,
Societal thereby creating a
rational economic
basis for exchange
Roles of Advertising
Informs consumers
Marketing about innovations
and issues
Communic Mirrors fashion and
ation design trends
Teaches consumers
Economic about new products
Helps shape
Societal consumers self-
image
Perpetuates self-
expression
The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand
experiences
The Key Players
Advertiser Uses advertising to

(Client) send out a message


about its products
Agency Initiates the
advertising effort by
Media identifying a
marketing problem
Supplier Approves audience,
Audience plan and budget
Hires the advertising
agency
The Key Players
Advertiser Has strategic and
creative expertise,
(Client) media knowledge,
workforce talent, and
Agency negotiating abilities.
Other options
Media include:
Supplier Advertising
department
Audience In-house agency
The Key Players
Advertiser The channels of
communication that
(Client) carry the message to
the audience
Agency Are also companies or
huge conglomerates
Media Mass media advertising
can be cost effective
Supplier because the costs are
spread over a large
Audience number of people
whom the ad reaches
The Key Players
Advertiser Assists advertisers,
agencies, and the
(Client) media in creating and
placing the ads
Agency Supplies could be in
the form of:
Media Human Resource
(models,
Supplier musicians, singers etc.)
Material Resources
Audience (Props, fixtures,
dresses etc.)
The Key Players
The desired audience
Advertiser for the advertising
message
(client) Data-gathering
technology improves
Agency accuracy of information
about customers
Media Advertisers must
recognize the various
Supplier target audiences they
are talking to and know
Audience as much about them as
possible
Forms of Advertising
Print Advertising - Newspapers,
Magazines, Brochures, Fliers
Outdoor Advertising - Billboards,
Kiosks, Trade-shows and Events
Broadcast Advertising - Television,
Radio and the Internet
Categories of Advertising
Secondary-Demand or Covert Advertising
Brand Advertising
Primary-Demand or Political Advertising
Product Advertising Surrogate
Business-to-Business Advertising
Advertising
Cooperative
Institutional
Advertising Advertising
Public Service Direct Response
Advertising Advertising
Not-for-Profit
In-store Advertising
Advertising
An Ad is Effective when:
1. It creates an impression for a brand
2. It influences people to respond in
some way
3. It separates the brand from the
competition in the mind of the
consumers
The Current Advertising
Scene
Expanded Electronic media
are changing the
view media landscape
Integrated New media are
more personal and
Marketing interactive
Communicati
on
Globalization
The Current Advertising
Scene
Expanded The practice of
unifying all
view marketing
Integrated communication
tools so they send
Marketing a consistent,
Communicati persuasive
message
on
Globalization
The Current Advertising
Scene
Expanded Increasing
globalization of
view marketing
Integrated programs
Advertisers are
Marketing moving into global
Communicati markets and
on agencies are
forming huge
Globalization multinational
operations

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