Scribd Logo
Upload

Welcome to Scribd!

  • 8 views

    Advertisment

    Uploaded by

    choprabalbir
    This document provides an overview of key concepts in advertising. It discusses what makes a great ad by focusing on achieving explicit objectives through strategy, creativity, and execution. Great ads work on two levels by engaging the audience and delivering a relevant message while also achieving the sponsor's objectives. The types of advertising include brand, retail, public service, and political advertising. Advertising serves marketing, communication, economic and societal roles by providing product information, incentives, and reminders. The five players involved are advertisers, agencies, media, vendors, and target audiences. The evolution of advertising is traced from the print age to modern eras. Practical tips from David Ogilvy emphasize simplicity and readability. Current issues discussed are interactive

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    Advertisment

    Uploaded by

    choprabalbir
    8 views14 pages
    This document provides an overview of key concepts in advertising. It discusses what makes a great ad by focusing on achieving explicit objectives through strategy, creativity, and execution. Great ads work on two levels by engaging the audience and delivering a relevant message while also achieving the sponsor's objectives. The types of advertising include brand, retail, public service, and political advertising. Advertising serves marketing, communication, economic and societal roles by providing product information, incentives, and reminders. The five players involved are advertisers, agencies, media, vendors, and target audiences. The evolution of advertising is traced from the print age to modern eras. Practical tips from David Ogilvy emphasize simplicity and readability. Current issues discussed are interactive

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides an overview of key concepts in advertising. It discusses what makes a great ad by focusing on achieving explicit objectives through strategy, creativity, and execution. Great ads work on two levels by engaging the audience and delivering a relevant message while also achieving the sponsor's objectives. The types of advertising include brand, retail, public service, and political advertising. Advertising serves marketing, communication, economic and societal roles by providing product information, incentives, and reminders. The five players involved are advertisers, agencies, media, vendors, and target audiences. The evolution of advertising is traced from the print age to modern eras. Practical tips from David Ogilvy emphasize simplicity and readability. Current issues discussed are interactive

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    8 views14 pages

    Advertisment

    Uploaded by

    choprabalbir
    This document provides an overview of key concepts in advertising. It discusses what makes a great ad by focusing on achieving explicit objectives through strategy, creativity, and execution. Great ads work on two levels by engaging the audience and delivering a relevant message while also achieving the sponsor's objectives. The types of advertising include brand, retail, public service, and political advertising. Advertising serves marketing, communication, economic and societal roles by providing product information, incentives, and reminders. The five players involved are advertisers, agencies, media, vendors, and target audiences. The evolution of advertising is traced from the print age to modern eras. Practical tips from David Ogilvy emphasize simplicity and readability. Current issues discussed are interactive

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    Chapter 1

    Introduction to Advertising

    What Makes an Ad Great?


    Explicit objectives should drive the planning, creation, and execution of each ad. An ad is great to the extent that it achieves its objectives, not because it wins awards.

    Creativity for its own sake does not always lead to great advertising.
    2

    Broad Dimensions That Characterize Great Advertising


    The Ultimate Test for the Greatness of An Ad is Whether It Achieved Its Goals.

    Strategy

    Creativity

    Execution
    3

    What is Advertising?
    Advertising is Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

    Characteristics of Great Ads

    Good or Great Ads Work on Two Levels

    Satisfy the Customers Objectives by Engaging Them & Delivering a Relevant Message

    Achieve the Sponsors Objectives


    5

    Types of Advertising
    Interactive Advertising Public Service Advertising Institutional Advertising Business-toBusiness Advertising Direct-Response Advertising Brand Advertising

    Retail or Local Advertising

    Political Advertising
    Directory Advertising
    6

    Roles of Advertising
    Marketing Role
    Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.

    Communication Role

    Advertising is a form of mass communication. Two main views about advertising, either the market power model or the economics of information theory. Informs us about new and improved products, teaches us how to use these innovations, etc.
    7

    Economic Role

    Societal Role

    Functions of Advertising
    Provide Product & Brand Information

    Provide Incentives To Take Action

    Advertising Performs 3 Basic Functions

    Provide Reminders and Reinforcement


    8

    Five Players of Advertising


    The Advertiser is the individual or organization that usually initiates the advertising process.
    1.
    2. 3.

    4.

    Manufacturers Resellers Individuals Institutions, Government Agencies


    9

    Five Players of Advertising


    The Advertising Agency plans and implements part or all of the advertising efforts.

    May use an outside agency, or their own advertising department or in-house agency.

    The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e. television, magazines, radio, etc.
    10

    Five Players of Advertising


    The Vendors are a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc. The Target Audience may be the purchaser or the consumer of the product, or both. May need to design different ads for each group.

    Critical to know as much about these target audiences as possible.


    11

    The Evolution of Advertising


    14411850
    Age of Print

    1850s1900
    Industrial Revolution & Consumer Society

    19001950s
    Age of Science

    1920s

    Rise of Agencies

    World War IWorld War II


    Advertising Declines

    1950s
    Reintroducing Consumers to Marketing

    1960s1970s
    Creative Era

    1970s1990s
    Accountability Era

    12

    Practical Tips # 2 Ogilvys Advertising Tenets


    Here are some advertising tenets that David Ogilvy offers: (11)

    Never write an advertisement you wouldnt want your own family to read. The most important decision is how to position your product. If nobody reads or looks at the ads, it doesnt do much good to have the right positioning. Big ideas are usually simple ideas. Every word in the copy must count.
    13

    Current Advertising Issues


    Interactive Advertising Integrated Marketing Communication
    Globalization Niche Marketing Consumer Power, Relationship Marketing and Customization

    14

    You might also like