"Advertising: Where creativity meets

impact."

ADVER
TISEMENT

MADE BY
Bouchra Lojeen
Enass Ghasan
Aryam Afnan
Abrar Lama
Content :

1. Introduction............................. 2
2. The history of ads &its development 3
3. Types of advertising................... 4
Advertising strategies
4. Product.................................. 6
5. Target audience......................... 8
6. Brand awareness........................ 9
7. Psychological Aspects of Advertising..11
8. Conclusion............................... 13
 Introduction

Advertising has become one of the most powerful

communication tools in our modern society, playing a crucial
role in shaping consumer opinions and influencing behaviours.
By using sophisticated strategies and a deep understanding of
audience needs, advertising enhances brand visibility and raises
awareness of products and services. In this research, you will
explore the history of advertising development, types of
advertising, and advertising strategy.
It has three aspects: product, target audience, and brand
awareness

2
 The history of
ads & its
development

The development of advertising has evolved significantly over

time:

1. Ancient Times: Advertising began with simple

announcements on papyrus in Egypt and town criers in
ancient Greece and Rome. Symbols and signs were used to
promote goods and services.
2. Middle Ages: Guilds and merchants used handbills and
posters to advertise products and fairs.
3. 17th-18th Century: The advent of newspapers introduced
printed advertisements, primarily for books and medicines.
4. 19th Century: Industrialization led to mass production,
expanding the need for advertising. The first advertising
agencies emerged, focusing on print ads.
5. 20th Century: Radio and television revolutionized
advertising, creating a more direct connection to audiences. By
mid-century, brand identity and slogans became essential.
6. Digital Era (21st Century): The internet transformed
advertising with search engines, social media, and targeted ads.
Interactive and data-driven campa

3
 Types of
advertising

‫ا‬There are many types of advertising based on the media used

and the targeted goals. Here are some of the main types:

1. Television ads: Reach a wide audience and are shown on

television channels.
2. Digital ads: These include online ads on websites, search
engines, and social media platforms.
3. Print ads: These include ads in newspapers and magazines.
4. Outdoor ads: Such as billboards and advertisements in
public places.
5. Radio ads: These reach listeners via radio stations.
6. Mail ads: These include direct mail and newsletters.
7. Cinema ads: These are shown before or during movie
screenings in cinemas.

4
Advertising
strategies
 Product

A product is anything that can be offered to a market to

satisfy a customer's needs or wants. A product can be tangible
(such as hardware, clothing, or food) or intangible (such as
services, ideas, or software).
Product characteristics:
1. Value: Provides a solution to a problem or satisfies a need.
Types of value:
- Functional value: Refers to the extent to which a product or
service is capable.
- Emotional value: Relates to the feelings or experience
associated with a product or service.
- Social value: Relates to the social status or relationships that
a product provides.
- Financial value: Relates to the balance between cost and
benefits
2. Tangibility: Can be tangible (such as a car) or intangible
(such as a consulting service).
Contexts of use of tangibility
- In everyday life.
- In economics and business management.
- In philosophy and psychology.

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 Product

3. Quality: Refers to the extent to which a product meets

customer expectations.
Quality includes the following elements:
- Fitness for use.
- Conformity to standards.
- Continuous improvement.
- Customer satisfaction.
4. Price: It has a cost that affects purchasing decisions.
There are several factors that are an essential part of the trade
exchange process.
- Cost of production.
- Supply and demand.
- Quality of the product or service.
- Market and competition.
- Perceived value.
Examples:
Physical product: Mobile phone.
Intangible product: Subscription to a movie streaming
platform.

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 target
audience
The target audience refers to the specific group of people a
business aims to reach with its advertisements. It is defined by
factors such as age, gender, income, location, interests, and
behavior. For instance, a sportswear brand may target young,
active individuals who value fitness and style.

1. Relevance: Tailored messages resonate better with the

audience.
2. Efficiency: Focused campaigns save time and resources.
3. Higher ROI: Engaging the right audience leads to better
conversions.
4. Brand Loyalty: Understanding customers builds trust and
long-term relationships.
5. Identifying the Audience

Businesses use market research, data analysis, and customer

personas to understand their ideal audience. A clear target
audience ensures impactful campaigns an d better results.

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 Brand
awareness
Brand awareness refers to the extent to which consumers can recognize or recall
a brand. It is a critical aspect of marketing that helps businesses create a strong
presence in the minds of consumers. Essentially, brand awareness is about
ensuring that when a consumer thinks of a specific product or service, they
immediately associate it with a particular brand. This concept plays a fundamental
role in building brand equity and consumer loyalty, leading to higher sales and
market share over time.

Importance of Brand Awareness :

1. Building Trust and Loyalty:

One of the most significant benefits of brand awareness is that it helps build trust
and loyalty among consumers. When consumers are familiar with a brand, they
are more likely to trust its products or services. This trust leads to stronger
customer relationships and, ultimately, brand loyalty. Loyal customers tend to
make repeat purchases and are more likely to recommend the brand to others,
helping to further establish its reputation in the market.
2. Differentiation in a Competitive Market:
In a crowded and competitive market, brand awareness is crucial for standing out
from competitors. If consumers can recognize a brand and associate it with
positive attributes, they are more likely to choose that brand over others, even
when other products are available at similar prices. A high level of brand
awareness can make a significant difference in a consumer’s decision-making
process, helping the brand stay top-of-mind.
3. Expanding Customer Base:
The more aware consumers are of a brand, the more likely they are to try the
brand’s products or services. Brand awareness also plays a vital role in attracting
new customers. People tend to choose brands they know, even if they have never
used their products before. By increasing brand awareness, companies can reach a
wider audience, leading to higher customer acquisition rates and overall business
growth.

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 Brand
awareness
Measuring Brand Awareness

• Surveys and Polls: Asking consumers questions about their knowledge of the
brand or its products provides valuable insights into the level of recognition.
1. Social Media Analytics: Social media platforms offer tools to track how often a
brand is mentioned, liked, shared, or commented on. Monitoring these metrics
can help businesses gauge the level of awareness and engagement with their brand
online.
2. Website Traffic: A noticeable increase in website traffic, especially direct traffic
(where users type the brand’s website URL directly), can be an indicator of
growing brand awareness. Tools like Google Analytics can track how users are
arriving at a site and which sources are driving the most visits.
3. Brand Recall Tests: Brand recall tests ask consumers to recall a particular
brand from a product category. This type of measurement assesses how well a
brand is remembered and its position in the consumer’s mind when considering a
specific product or service.

Challenges in Building Brand Awareness :

1. Market Competition:
One of the main challenges in building brand awareness is the level of
competition in the market. In many industries, there are numerous competitors
offering similar products or services, which makes it difficult for a brand to stand
out. Companies must continuously innovate and provide unique value
propositions to differentiate themselves from their competitors.
2. Changing Consumer Behavior:
Consumer behavior is constantly evolving. What worked in terms of building
brand awareness in the past may not work today. As digital platforms evolve,
consumer preferences shift, and attention spans shorten, companies need to adapt
their strategies to stay relevant. Tracking these changes and adjusting campaigns
accordingly is crucial.

10
 Psychological
Aspects of
Advertising

Advertisements rely heavily on psychological aspects to influence the target

audience. These aspects aim to arouse emotions, enhance desire, and build
an emotional or cognitive connection with the product or service. The
psychological aspects of advertisements can be summarized as follows:

1. Emotional arousal:
• Fear: Using feelings of fear to direct people toward a solution or product
(such as insurance or personal security).
• Happiness: Ads that use happiness to show the product as a source of joy
or success.
• Excitement: Creating a sense of excitement or attraction to the product by
showcasing its exciting aspects.

2. Social influence:
• Desire to belong: Advertisements that reinforce the feeling that purchasing
the product makes you part of a special group.
• Imitation: Using influencers or celebrities to promote products because
people tend to imitate them.
• Social: Show how you can make the product “better” than others.

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 Psychological
Aspects of
Advertising
3. Cultural and social connections:
• Leveraging local values or traditions to create an emotional connection
with the product.
• Use language and vocabulary close to the target audience.

4. Rational persuasion:
• Logic and credibility: Presenting information or statistics to convince
consumers of the quality of products.
• Storytelling: Using stories to connect products to life situations that we
can empathize with.
• Encourage innovation: Offer promotions or discounts that pay for the
purchase immediately.

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 Conclusion

Advertising: A Force That Shapes Our Minds and Societies.

After an exploratory journey into the world of advertising,

starting from its historical roots and rapid development, to the
diversity of its types and complex strategies, we come to the
conclusion of this research. We have realized that advertising
is not just a marketing message, but rather a powerful tool that
shapes our perceptions, directs our behavior, and greatly
influences our daily lives.

It can be said that advertising is a mirror that reflects our

society, culture, and values. It is a dual force that can be used
positively to spread awareness and educate, or negatively to
manipulate minds and direct consumer behavior. Therefore, it
is important for us to be conscious consumers, able to analyze
and evaluate. advertising messages critically

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References

Chat gbt
Alamy
Outbrain

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 " Advertising isn’t just selling; it’s
storytelling, creativity, and the art of
making people care about ideas. "