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Introduction To Advertising

Advertising is any paid form of non personal communication to sell a product, service or idea by an identified sponsor. Advertising is objective means for providing price-value information, thereby creating a more rational economy.

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65 views

Introduction To Advertising

Advertising is any paid form of non personal communication to sell a product, service or idea by an identified sponsor. Advertising is objective means for providing price-value information, thereby creating a more rational economy.

Uploaded by

SENTHILWSM
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to Advertising

Defining Modern Advertising


Advertising is paid persuasive communication Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience
Is any paid form of non personal communication to sell a product, service or idea by an identified sponsor.

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HISTORY OF ADVERTISING
Pre-printing period, prior to the Fifteenth century. Early printing period from the Fifteenth century to about 1840. Period of expansion, from 1840 to 1900. Period of consolidation from 1900 to 1925. Period of scientific development, from 1925 to 1945;and Period of business and social integration from 1945 to the present.
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Key Concepts of Advertising Strategy Creative idea Execution Media


The logic and planning behind the ad Advertisers develop ads to meet objectives Advertisers direct ads to identified audiences Advertisers create messages that speak to the audiences concerns Advertisers run ads in the most effective media
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Key Concepts of Advertising Strategy Creative idea Execution Media


The central idea that grabs the consumers attention Creativity drives the entire field of advertising

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Key Concepts of Advertising Strategy Creative idea Execution Media


Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows

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Key Concepts of Advertising Strategy Creative idea Execution Media


Communication channels that reach a broad audience How to deliver the message is just as important coming up with the creative idea of the message

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Roles of Advertising
Marketing Communication Economic Societal
The process a business uses to satisfy consumer needs by providing goods and services
Product category Target market Marketing mix Brand

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Roles of Advertising
Marketing Communication Economic Societal
Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades

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Roles of Advertising
Marketing Communication Economic Societal
Moves from being informational to creating demand Advertising is an objective means for providing price-value information, thereby creating a more rational economy
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Roles of Advertising
Marketing Communication Economic Societal
Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer self-image Perpetuates selfexpression
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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 post purchases and brand experiences
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The Key Players Advertiser (client) Agency Media Supplier Audience


Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency
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The Key Players Advertiser (client) Agency Media Supplier Audience


Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department In-house agency

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The Key Players Advertiser (client) Agency Media Supplier Audience


The channels of communication that carry the message to the audience Are also companies or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches

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The Key Players Advertiser (client) Agency Media Supplier Audience


Assist advertisers, agencies, and the media in creating and placing the ads Vendor services are often cheaper than those in-house

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The Key Players Advertiser (client) Agency Media Supplier Audience


The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible

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The Current Advertising Scene


Expanded view Integrated Marketing Communication Globalization
Electronic media are changing the media landscape New media are more personal and interactive

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The Current Advertising Scene


Expanded view Integrated Marketing Communication Globalization
The practice of unifying all marketing communication tools so they send a consistent, persuasive message

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The Current Advertising Scene


Expanded view Integrated Marketing Communication Globalization
Increasing globalization of marketing programs Advertisers are moving into global markets and agencies are forming huge multinational operations

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