ADVERTISEMENT

DEFINITION:

The Process of delivering a

message about ideas, goods and services,

through the media, paid by and indefinable

sponsors.

3 Parts Of Advertise

 We can divide ADVERTISE into 3 parts:

AD……( Inform, Notify)

VER….( To Call The Public Attention)

TISE….( In Order To Sell)

TYPES OF ADVERTISING

Brand Advertising:

 Most visible type of advertising

 Focuses on the development of long term brand

identity and image

 The best brands build an emotional connection

with consumers, leading to customer loyalty.

 Advertisers can also some times use humor to

create brand awareness.

TYPES OF ADVERTISING

Retail or local advertising:

 That sell their products in restricted area.

 Objectives tend to focus on stimulating store

traffic.

 Creating distinctive image for retailers.

Political Advertising:

 To persuade people to vote for them

 Focus more on image than on issue

Directory Advertising:

 Yellow pages are major advertising vehicles

 It is used by national advertisers as well as local

retailers.

 Trade directories

 Almost 90% of those who consult yellow pages

follow up with some kind of action

TYPES OF ADVERTISING

Direct Response Advertising:

 Tries to stimulate a sale directly

 It has to provide some type of response or reply device to

facilitate action.

Business Advertising:

• Directed at people who buy products for business use

• It is used to create brand awareness

• Enhance the firms reputation

• Support sales people

TYPES OF ADVERTISING

Institutional Advertising

 Also known as corporate advertising

 Focus on establishing corporate identity

 Purpose is to communicate company’s mission or

philosophy

 It does not call upon a consumer to act

 to attract investors, to influence opinions, increase

sales and to recruit and retain employees

TYPES OF ADVERTISING

Public Service Advertising:

good cause .

 These are usually created free of charge

 Media often donate space and time

ROLES OF ADVERTISING

The marketing role:

 The role of advertising within marketing is

to carry persuasive messages to actual

costumers.

The communication role:

 Form of mass communication

ROLES OF ADVERTISING

The economic role :

 Two aspects :

 Advertising is so persuasive that is

decreases the likelihood that a consumer

will switch to an alternative product

,regardless of price charged.

 Vehicle for helping consumers to assess

value through price.

ROLES OF ADVERTISING

The social role:

 Informs us about new and improved

products

 Consumer decisions

 Adds to our aesthetic sense

The five players of advertising

The advertiser:

 The person or organization that “needs to get

 Makes final decision about the target

audience

 About the media

 Budget

The five players of advertising

The advertising agency:

 Advertisers hire independent agencies to

plan and implement part or all of their

advertising efforts.

 This working is known as agency -client

partnership

Large advertisers participate in the

advertising process either through their

advertising departments or through

their in house agencies

The five players of advertising

The media:

 Channels of communication that carries

message.

Vendors:

 Specialist of the field

 Freelancers and consultants

The five players of advertising

The Target Audience:

All strategy starts with the customer

The term Target market denotes

customer

CONTEMPORARY TRENDS
 Advertising trends have evolved from the

quintessentially traditional print ads and

TV spots to new marketing strategies that

include QR codes, co-branding, content

marketing and online advertising.

CONTEMPORARY TRENDS

QR Codes: ( quick response)

 (Universal Product Code, or "bar code")

 A QR code elicits a digital action when scanned by

a QR code reader.

 In advertising, it has gained traction as an

interactive tool in which consumers can scan

the code to retrieve additional information

about the product or promotion.

CONTEMPORARY TRENDS

Co-Branding:

 Co-branding is a joint venture that combines the

advertising efforts of two or more brands to create a

new consumer product.

 Recent examples of co-branding include Ford F150

trucks and Harley Davidson motorcycles, and Apple and

Nike. These brands have worked together to create new

consumer products that elevate brand awareness while

creating heightened consumer interest in newly

launched products.

CONTEMPORARY TRENDS

Content Marketing:

 content marketing is a term that began gaining

popularity around 2003 with the birth of social

 As a form of advertising, content marketing is

effective at creating awareness when it comes to

brand storytelling.

CONTEMPORARY TRENDS

Online Advertising:

 Consumers use the web to find many things, including

businesses and brands. When it comes to capitalizing on

reaching consumers, advertisers are using tools such as

Google Add Words to create online advertising

campaigns.

 Add Words is a Google product that allows small

businesses to create online advertisements with

keyword and budget parameters to target their primary

customers.