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Introduction To Advertising

The document provides an introduction to advertising. It discusses [1] what makes an ad great, noting that explicit objectives should drive planning and creativity alone does not lead to great ads. [2] It explains that great ads work on two levels, satisfying the customer's objectives through engagement and a relevant message, while also achieving the sponsor's objectives. [3] The ultimate test for an ad's greatness is whether it achieved its goals, which may include increased sales, attitude change, or heightened brand awareness.

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arif
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83 views16 pages

Introduction To Advertising

The document provides an introduction to advertising. It discusses [1] what makes an ad great, noting that explicit objectives should drive planning and creativity alone does not lead to great ads. [2] It explains that great ads work on two levels, satisfying the customer's objectives through engagement and a relevant message, while also achieving the sponsor's objectives. [3] The ultimate test for an ad's greatness is whether it achieved its goals, which may include increased sales, attitude change, or heightened brand awareness.

Uploaded by

arif
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Advertising

1
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
Characteristics of Great Ads

Good or Great Ads Work on Two Levels

Satisfy the Customer’s


Objectives by Engaging Achieve the Sponsor’s
Them & Delivering a Objectives
Relevant Message

3
Dual Process of Great Advertising: Reaching
Objectives

Advertising Objectives Consumer’s Objectives

Satisfy Curiosity/Memory/
Attention/ Awareness
Entertainment

Interest Identify Personal Needs

Gather Relevant
Knowledge
Information

Support Risk Associated


Attitude Change
With Attitude Change

Behavioral Change/ Trial Enhance Need Reduction

Repurchase/Commitment/ Reinforce Trial and


Reminder Need Reduction
4
Broad Dimensions That Characterize
Great Advertising

The Ultimate Test for the Greatness of An Ad is Whether


It Achieved Its Goals.

Strategy Creativity

Execution

5
Measuring an Ad’s Success
 Consider one item as the measure of an ad’s success:
How well does it achieve its goals? Some typical goals
include the following:
 Increased sales
 Attitude change
 Heightened brand awareness

6
What is Advertising?

Advertising is Paid, Non-personal


Communication From An Identified
Sponsor Using Mass Media to Persuade
or Influence an Audience.

7
Types of Advertising
Interactive Brand
Advertising Advertising

Public Service
Retail or Local
Advertising
Advertising

Institutional
Advertising Political
Advertising
Business-to-
Business Directory
Advertising Advertising
Direct-Response
Advertising
8
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.

Economic Role •Two main views about advertising,


either the market power model or the
economics of information theory.

•Informs us about new and


Societal Role improved products, teaches us how
to use these innovations, etc.

9
Functions of Advertising

Provide Product &


Brand Information

Provide Incentives Advertising


To Take Action Performs 3 Basic
Functions

Provide
Reminders and
Reinforcement

10
Five Players of Advertising
 The Advertiser is the individual or organization that
usually initiates the advertising process.
 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.

11
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.

12
The Evolution of Advertising
1441- 1850’s- 1900- 1920’s
1850 1900 1950’s

Industrial
Age of Age of Rise of
Revolution &
Print Science Agencies
Consumer Society

World War I- 1950’s 1960’s- 1970’s-


World War II 1970’s 1990’s

Reintroducing
Advertising Creative Accountability
Consumers to
Declines Era Era
Marketing

13
Advertising as Art, Science, Business Practice
“The written word is the deepest dagger you can drive into a
man’s soul.”
-British writer Indra Sinha

“Advertising is of the very essence of democracy. An election


goes on every minute of the business day across the counters of
hundreds of thousands of stores and shops where the customers
state their preferences and determine which manufacturer and
which product shall be the leader today, and which shall lead
tomorrow.”
- Bruce Barton, chairman of BBDO agency

14
Advertising as Art, Science, Business Practice
“I browse for an original thought, usually
while on the bog, and the sense of
achievement in finding exactly the phrase
you’re looking for is a pleasure that
transcends the most spectacular of dumps.”
-Neil French, “Worldwide Creative Godfather” to all the
companies in the WPP Group, on his fondness for
quotation anthologies.

15
Do people buy goods and
services, or stories and
magic ….????

16

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