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Lecture I-Unit I

The document discusses topics in advertising including its definition, history, classification, role and key concepts. It covers the basic functions of advertising and what makes an ad effective. It also discusses the key players in advertising and current advertising issues.

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Sharid Shafi
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21 views

Lecture I-Unit I

The document discusses topics in advertising including its definition, history, classification, role and key concepts. It covers the basic functions of advertising and what makes an ad effective. It also discusses the key players in advertising and current advertising issues.

Uploaded by

Sharid Shafi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Topics Covered

• Introduction to Advertising
• History
• Classification
• Role
Advertising is:

Paid,
Paid, Nonpersonal
Nonpersonal Communication
Communication From
From
An
An Identified
Identified Sponsor
Sponsor Using
Using Mass
Mass
Media
Media toto Persuade
Persuade or
or Influence
Influence an
an
Audience.
Audience.
Promotion Mix:

Also called Marketing Communication Mix.

“Promotion mix is a specific blend of Advertising, Sales


Promotion, Public Relations, Personal Selling and Direct
Marketing tools that the company uses to pursue its
advertising and marketing Objectives.”
Promotion Mix

Advertising

Sales Promotion

Personal Selling

Public Relation

Direct Marketing
What is Advertising:

According to American Marketing Association:

“Advertising is any paid form of non-personal presentation and


promotion of ideas, goods and services by an identified
sponsor.”
Defining Modern Advertising
• Five basic
• Advertising is paid persuasive communication
components:
• Uses nonpersonal mass media to reach broad
audiences to connect an 1. Paid communication
identified sponsor
with a target audience 2. Sponsor is identified
3. Tries to persuade or
influence
4. Reaches a large
audience
5. Conveyed through
impersonal mass
media
Basic Functions Of Advertising:

Advertising performs 3 basic functions:

1. Inform Function
2. Persuasive Function
3. Reminder Function
Key Concepts of Advertising
•• Strategy
The logic and planning behind the ad
• To meet objectives
••Creative idea
Directed to identified audiences
Execution
••
Messages that speak to the audience’s
concerns
•• Media
Most effective media
Key Concepts of Advertising
•• The central idea that grabs the consumer’s
Strategy
attention
•• Creative ideathe entire field of advertising
Creativity drives
• Execution
• Media
Key Concepts of Advertising
•• Effective
Strategy ads adhere to the highest production
values in the industry
•• Creative idea
Clients demand the best production the
• budget allows
Execution
• Media
Key Concepts of Advertising
•• Communication
Strategy channels that reach a broad
audience
•• Creative idea
How to deliver the message is just as
• important
Execution as coming up with the creative idea
of the message
• Media
What Makes an Ad Effective?
• Effective advertising messages will Shows
Award achieve the
desired impact (objective) on theAME,
• EFFIES, targetIPA
audience – Judge effectiveness
• CLIOS, One Show,
Cannes
– Judge creative ideas
• Not all award-
wining ads are
effective
Relationship between Advertising and the Product Life Cycle

Competitive
Comparative

Prepared for Marketing 106


Pioneering
Copyright, Professor W.T.G.
Richardson, Seneca College
Classifications of Advertising
By Target By Geographic By By
Audience Area Medium Purpose

• Consumer • Local (retail) • Print • Product


• Nonproduct
• Business • Regional • Broadcast
(electronic) • Commercial
• National – Radio • Noncommercial
– TV
• International • Action
• Out-of-Home
• Awareness
• Direct-Mail
Roles of Advertising
•• The process a business uses to satisfy
Marketing
consumer needs by providing goods and
• Communication
services
• Economic
• Societal
Roles of Advertising
•• Can reach a mass audience
Marketing
• Introduces products
• Communication
• Explains important changes
•• Economic
Reminds and reinforces
•• Societal
Persuades
Roles of Advertising
•• Moves from being informational to creating
Marketing
demand
•• Communication
Advertising is an objective means for providing
• price-value
Economicinformation, thereby creating a
more rational economy
• Societal
Roles of Advertising
•• Informs consumers about innovations and
Marketing
issues
•• Communication
Mirrors fashion and design trends
•• Teaches consumers about new products
Economic
• Helps shape consumer self-image
• Societal
The Key Players
• Advertiser (client)• Uses advertising to
send out a message
• Agency about its products
• Media • Initiates the
advertising effort by
• Supplier identifying a
• Audience marketing problem
• Approves audience,
plan and budget
• Hires the advertising
agency
The Key Players
• Advertiser (client)• Has strategic and
creative expertise,
• Agency media knowledge,
• Media workforce talent,
and negotiating
• Supplier abilities
• Audience – Advertising
department
– In-house agency
The Key Players
• Advertiser (client)• The channels of
communication that carry
• Agency the message to the
audience
• Media • Are also companies or huge
conglomerates
• Supplier • Mass media advertising can
be cost effective because
• Audience the costs are spread over
the large number of people
the ad reaches
The Key Players
• Advertiser (client)• Assist advertisers,
agencies, and the
• Agency media in creating
• Media and placing the ads
• Vendor services are
• Supplier often cheaper than
• Audience those in-house
The Key Players
• The desired audience for the advertising message
• Advertiser (client)
• Data-gathering technology improves accuracy of information
• Agency
about customers
• Advertisers must recognize the various target audiences they
• Media
are talking to and know as much about them as possible

• Supplier
• Audience
What Makes an Ad Effective?
1. If it creates an impression for a product or
brand
2. If it influences people to respond in some
way
3. If it separates the product or brand from the
competition in the mind of the consumer
Current Advertising Issues

Interactive
InteractiveAdvertising
Advertising

Integrated
IntegratedMarketing
MarketingCommunication
Communication

Globalization
Globalization

Niche
NicheMarketing
Marketing

Consumer
ConsumerPower,
Power,Relationship
RelationshipMarketing
Marketing
and
andCustomization
Customization

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