Topic 6

Advertising
(Part 1)
Prepared by LMM
 1. Introduction
2. Advertising Ecosystem
3. Types of Advertising

Contents 4. Advertising Objectives

5. AIDA Model
Introduction
Definition: Advertising is a form of
communication intended to persuade an
audience to purchase products, services, or
ideas.
Goal: To inform, persuade, and remind
consumers about brands or products.
The Advertising Ecosystem
Advertisers (brands, companies)
Agencies (creatives, media buyers)
Media (TV, radio, online, print)
Consumers (target audience)
 The Advertising Ecosystem
1) Advertisers (brands, companies)
Definition: Advertisers are the businesses or
organizations that want to promote their
products, services, or ideas. They initiate the
advertising process and fund ad campaigns.
Role: Advertisers define the goals, target
audience, messaging, and budget for advertising
campaigns.
Advertisers (brands, companies)
Examples:
Coca-Cola, Apple, Nike, and McDonald’s are all
advertisers.
Small businesses: Even a local bakery or
independent brand may advertise to attract
customers.
2) Advertising Agencies
Definition: Advertising agencies are firms that
specialize in creating, planning, and executing
advertising campaigns on behalf of advertisers. They
are the creative engine of the ecosystem.
Role: They handle the conceptualization, production,
and media buying. Agencies often have specialized
teams for each area, including creative (design,
copywriting), media planning, digital strategy, and
account management.
Types of Agencies:
Full-Service Agencies: Handle all aspects of the campaign
from strategy to execution (e.g., Ogilvy, Leo Burnett).
Creative Agencies: Specialize in developing the creative
aspects (e.g., advertising concepts, video production).
Media Buying Agencies: Focus on purchasing media space
(TV, digital, print, etc.) and optimizing media schedules.
Digital Agencies: Focus on online marketing, including
SEO, social media, and display ads (e.g., VaynerMedia,
R/GA)
Key Functions:
Creative: Develop the concept and design of
the ad (graphics, video, copywriting).
Media Planning and Buying: Determine
where, when, and how the ad will be placed
(TV, print, digital).
Strategy: Plan campaigns based on market
research and brand objectives.
3) Media Channels

Definition: Media channels are the platforms

where ads are delivered to the target audience.
The choice of media channel depends on the
target audience, the type of ad, and the
campaign objectives.
 Types of Media:
Traditional Media:
Television: One of the most expensive but also the most
impactful channels, especially for mass-market products.
Radio: Effective for reaching specific demographics,
especially local audiences.
Print: Newspapers and magazines allow for targeted
advertising based on niche markets or specific geographic
locations.
Outdoor: Billboards, bus stops, and transit ads.
Digital Media:
Social Media: Platforms like Facebook, Instagram, TikTok,
LinkedIn, etc., offer advertisers the ability to target highly
specific demographics with advanced algorithms.
Search Engines (Google Ads, Bing Ads): Pay-per-click ads
that show up when people search for specific keywords.
Display Ads: Banner ads, video ads, and other forms of
display advertising that show up on websites, apps, or
even games.
Email Marketing: Personalized emails to consumers based
on past behaviors, interests, and data.
4) Target Audience

Definition: The target audience refers to the

specific group of consumers that the advertiser
wants to reach with their message. Identifying
and understanding the target audience is
essential for an effective ad campaign.
Segmentation
Demographics: Age, gender, income, occupation,
education level.
Psychographics: Interests, values, attitudes,
lifestyles.
Geographics: Location-based targeting (city, country,
climate).
Behavioral: Buying habits, brand loyalty, and
consumer behavior patterns (e.g., frequent shoppers,
product enthusiasts).
Why Target Audience matters:

Tailoring ads to a specific audience increases

relevance and the likelihood of conversion.
Example: A luxury watch brand would target
high-income earners, whereas a fast food
chain might focus on younger, price-sensitive
individuals.
4) Target Audience

Definition: The target audience refers to the

specific group of consumers that the advertiser
wants to reach with their message. Identifying
and understanding the target audience is
essential for an effective ad campaign.
Types of
Advertising
Traditional Advertising
These are the classic, conventional forms of advertising
that have been used for decades.
Television Advertising
One of the most powerful advertising formats, TV ads
reach a broad audience and create strong emotional
connections. TV ads can be highly impactful due to their
combination of visual, audio, and storytelling elements.
Radio Advertising
Radio ads target specific audiences through local,
regional, or national radio stations. They are often used to
reach commuters or people in specific areas.
Print Advertising
Includes newspapers, magazines, brochures, and flyers. Print
advertising offers a tangible, lasting format for consumers to
refer to, especially for targeted, localized campaigns.
Outdoor (Out-of-Home) Advertising
Billboards, transit ads (on buses or subways), posters, and
digital signage fall under this category. Outdoor ads are
designed to capture attention in high-traffic areas.
Direct Mail
Sending physical materials such as postcards, catalogs, or
brochures to a specific target audience. It can be highly
personalized and useful for localized campaigns.
Digital Advertising
The rise of the internet has given birth to digital
advertising, which offers more precise targeting and
greater measurement of effectiveness.
Display Ads
Banner ads, pop-up ads, and other types of graphical
advertisements that appear on websites, apps, and social
media platforms. These ads typically consist of images or
animations with a call to action.
Search Engine Advertising (Paid Search)
Ads that appear on search engines like Google or Bing,
typically as sponsored results. The most common is
Google Ads, where advertisers bid on keywords, and ads
appear when users search for related terms.
Social Media Advertising
Paid ads on platforms like Facebook, Instagram, Twitter,
LinkedIn, and TikTok. These ads can be highly targeted
based on user demographics, behaviors, and interests.
Email Marketing
Sending promotional messages or newsletters to a
targeted list of email subscribers. It's an effective way to
engage with a specific audience, nurture leads, and build
customer loyalty.
Video Advertising
Ads that run on platforms like YouTube, Facebook, or
Instagram. These can be pre-roll (shown before the video
content), mid-roll, or post-roll ads. Video ads are often
more engaging and memorable.
Native Advertising
Ads that match the format and function of the
platform they're placed on, blending seamlessly with
the content. Examples include sponsored posts on
social media or "advertorials" in news outlets.
Influencer Marketing
Partnering with influencers who have a large and
engaged following on social media or YouTube to
promote a brand, product, or service.
Advertising
Objectives
1. Brand Awareness
Goal: To make potential customers aware of a brand,
product, or service.
Objective: Increase the visibility of the brand in the
market by reaching a wide audience and familiarizing them
with what the brand offers.
Target: New customers or a broad audience.
Key Metrics: Impressions, reach, brand recall, website
traffic, and social media mentions.
Example: A new coffee shop chain might run a campaign to
build awareness in a specific city or region to introduce its
unique offerings to the public.
2) Brand Recognition
Goal: To ensure that consumers recognize the brand when
they come across it.
Objective: To create a distinct and memorable brand
identity, so customers can easily identify the brand in the
market.
Target: Current and potential customers who are already
aware of the brand but need reinforcement.
Key Metrics: Brand recall, logo recognition, brand attributes,
social media mentions, and search volume.Example: A
sportswear brand like Nike might run ads focused on
associating their products with high-performance athletes to
reinforce their identity as a premium brand.
3. Lead Generation
Goal: To collect contact information from potential
customers to nurture them into making a purchase.
Objective: Capture leads by encouraging customers to
take an action such as signing up for an email list,
downloading a resource, or filling out a contact form.
Target: Prospects who have shown interest but haven't yet
made a purchase.
Key Metrics: Number of leads, form submissions, email
sign-ups, or downloads.
Example: A software company might run an ad offering a
free trial in exchange for email sign-ups.
4. Sales and Revenue Generation
Goal: To drive immediate sales and increase revenue.
Objective: Encourage consumers to purchase a product or
service directly through the advertising campaign, often
with limited-time offers or promotions.
Target: Existing customers or prospects who are likely to
make a purchase soon.
Key Metrics: Sales volume, revenue, conversion rate, cost
per acquisition (CPA).
Example: An e-commerce brand may run a "Flash Sale"
campaign with a 24-hour discount to prompt immediate
purchases.
5)Customer Retention & Loyalty
Goal: To keep existing customers engaged and encourage
repeat business.
Objective: Strengthen relationships with current
customers by promoting loyalty programs, offering
discounts for repeat purchases, or introducing new
products to existing customers.
Target: Current customers who have already made a
purchase.
Key Metrics: Customer retention rate, repeat purchase
rate, customer lifetime value (CLV), engagement rates.
Example: A coffee shop might promote a loyalty program
offering free drinks after a certain number of visits.
6. Increase Market Share
Goal: To capture a larger portion of the market from
competitors.
Objective: Increase the brand’s share of the total market or a
specific market segment by appealing to new customers or
convincing current customers to switch from competitors.
Target: Consumers who are currently loyal to competing
brands.
Key Metrics: Market share percentage, brand switching
rates, competitor comparison metrics.
Example: A smartphone brand might focus on offering new
features that appeal to users of a competitor’s product.
7. Product Launch or Introduction
Goal: To promote a new product or service to the market.
Objective: Generate interest and excitement around a new
product, introducing it to both existing and new customers.
Target: New and existing customers, especially those who
may benefit from the new product or service.
Key Metrics: Product awareness, pre-orders, early sales
numbers, product reviews.
Example: A tech company may run a campaign to promote
a new smartwatch, highlighting its unique features and
how it improves the user experience.
8. Promote a Special Offer or Discount
Goal: To drive short-term sales through limited-time offers or
discounts.
Objective: Encourage immediate purchases by offering
special deals, promotions, or seasonal discounts to create a
sense of urgency.
Target: Bargain hunters, loyal customers, and potential
customers who may be hesitant to make a purchase
without a discount.
Key Metrics: Number of sales during the promotion,
redemption rates, average order value (AOV). Example: A
fashion retailer might run a “Buy One, Get One Free”
promotion to clear out seasonal inventory.
9. Improve Brand Image or Reputation
Goal: To change or enhance the public perception of a brand.
Objective: Position the brand positively in the eyes of the
public, especially if the brand has faced negative publicity or
needs to refresh its image.
Target: Current and potential customers who have formed
opinions about the brand.
Key Metrics: Brand sentiment, social media engagement,
public relations coverage, customer feedback.
Example: An oil company might launch a campaign to
highlight its environmental sustainability efforts after
facing criticism for environmental damage.
10. Increase Website Traffic
Goal: To drive more visitors to the brand's website or e-
commerce platform.
Objective: Encourage people to visit the website through ads
that promote online content, product listings, or services.
Target: New and returning users who might be interested
in the brand's online offerings.
Key Metrics: Website visits, click-through rates (CTR),
bounce rates, average session duration.
Example: A travel agency might run ads promoting
destination guides and special vacation packages to
encourage people to visit their website.
11. Generate Buzz or Word-of-Mouth
Goal: To create excitement and generate organic
conversation about the brand.
Objective: Encourage consumers to talk about the brand,
share content, or post reviews on social media, which can
amplify brand awareness and credibility.
Target: Social media users, influencers, and brand
advocates.
Key Metrics: Social shares, mentions, comments, hashtag
use, user-generated content.
Example: A new movie studio might run a teaser trailer
campaign, encouraging fans to share their reactions on
social media and generate buzz before the official release.
12. Educate the Market
Goal: To inform potential customers about a product, service, or
issue.
Objective: Provide valuable information to help customers make
informed purchasing decisions or understand a brand’s unique
value proposition.
Target: Consumers who need to be educated on how the
product works or its benefits.
Key Metrics: Engagement with educational content (videos,
blog posts, infographics), information retention, inquiries
about the product.
Example: A skincare brand might run a campaign explaining
how a new anti-aging product works, targeting customers who
are interested in skincare science.
13. Change Consumer Behavior
Goal: To alter how consumers think or act, such as persuading
them to adopt a new lifestyle, habit, or purchasing behavior.
Objective: Shift perceptions or influence actions, often by
promoting new ideas or attitudes about a product or service.
Target: Consumers who have established habits or are
resistant to trying something new.
Key Metrics: Changes in buying behavior, attitudes toward the
brand, repeat purchases.
Example: A campaign promoting plant-based food products
might seek to change consumer behavior around meat
consumption by showcasing the health and environmental
benefits.
AIDA Model
1. Attention (Awareness)
Goal: Capture the attention of your target audience.
What Happens: At this stage, the customer becomes aware of
your brand, product, or service. This is the first contact, where
the main aim is to stop them in their tracks and make them
notice you.
How to Achieve It: Use eye-catching visuals, headlines, or
messages that grab attention. This could be a unique ad, an
interesting image, or a provocative statement. In today's
crowded digital world, getting noticed is a key first step.
Example: A bold billboard for a new car featuring a visually
striking image or a compelling tagline like "Revolutionize Your
Drive."
2. Interest
Goal: Keep their attention and engage them with more
information that resonates with their needs or desires.
What Happens: Once you have their attention, you need to
build interest. This involves informing the potential customer
about the features, benefits, or unique qualities of the product
that might appeal to them.
How to Achieve It: Highlight key benefits, provide relevant
information, and connect with the audience's values or
desires. Use compelling content, such as blog posts, videos, or
infographics, to deepen their understanding of the product.
Example: An ad that shows how a specific brand of headphones
offers superior sound quality and noise cancellation features,
directly addressing a music lover's desire for the best sound
3. Desire
Goal: Create a strong emotional connection that turns interest
into a desire to own the product.
What Happens: At this stage, the potential customer has
developed a preference for the product. They move beyond just
liking it—they actually desire it. This phase is about persuading
them that the product will fulfill a need or make their life better.
How to Achieve It: Tap into emotions by demonstrating how the
product can solve a problem, improve their life, or give them
something they really want. Showcase testimonials, social proof,
and endorsements from influencers or experts.
Example: A car commercial that shows the excitement of driving a
luxury vehicle, highlighting the feelings of freedom, status, and
adventure it offers.
4. Action
Goal: Prompt the customer to take the final step—making the
purchase.
What Happens: This is where the customer converts, whether by
making a purchase, signing up for a service, or taking some other
desired action.
How to Achieve It: Create a strong call to action (CTA) that
encourages immediate action. This could be a limited-time offer,
a special discount, or a clear and simple next step (like "Buy
Now," "Subscribe," or "Sign Up Today"). The goal is to make the
process of taking action as easy and seamless as possible.
Example: An e-commerce website with a "Limited-time offer!
20% off today only—Shop Now" button that encourages
immediate action from customers ready to buy.
Thank
you