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Introduction To Advertising

This document provides an introduction to advertising. It defines advertising as paid, nonpersonal communication from an identified sponsor using mass media to persuade an audience. The document outlines the learning objectives, which are to define advertising, discuss elements of great advertising, identify types and functions of advertising, and identify the roles and players involved. It then provides details on these topics, including what makes an ad great, the nine types of advertising, the four roles and five players in the advertising world.

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35 views

Introduction To Advertising

This document provides an introduction to advertising. It defines advertising as paid, nonpersonal communication from an identified sponsor using mass media to persuade an audience. The document outlines the learning objectives, which are to define advertising, discuss elements of great advertising, identify types and functions of advertising, and identify the roles and players involved. It then provides details on these topics, including what makes an ad great, the nine types of advertising, the four roles and five players in the advertising world.

Uploaded by

Anonymous cd7o5xuszW
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Introduction to Advertising

1
Learning Objectives
Define Advertising
Discuss the elements of great advertising
Identify nine types of advertising
Identify three functions of advertising
Identify four roles of advertising
Identify the five players in the advertising
world

2
What is Advertising?

Advertising involves the placement of


announcements and persuasive messages in
time or space purchased in any of the mass
media by business firms, nonprofit
organizations, government agencies, and
individuals who seek to inform and/ or
persuade members of a particular target
market or audience about their products,
services, organizations, or ideas.

3
What is Advertising?

Advertising is Paid, Nonpersonal


Communication From An
Identified Sponsor Using Mass
Media to Persuade or Influence
an Audience.

4
Basic factors of advertising

5
Purpose of Advertising
Communicates information
Creates ground for sales
Educates people
Creates and extends demand
Creates image for the product or
service
Counters competition

6
What Makes an Ad Great?
Explicit objectives should drive the
planning, creation, and execution of
each ad.
An ad is great to the extent that it
achieves its objectives, not because it
wins awards.
Creativity for its own sake does not
always lead to great advertising.

7
Broad Dimensions That
Characterize Great Advertising

The Ultimate Test for the Greatness of An Ad is Whether


It Achieved Its Goals.

Strategy Creativity

Execution

8
Types of Advertising

9
Roles of Advertising

Marketing Role Marketing is the process a business


uses to satisfy consumer needs and
wants through goods and services.

Communication Role
Advertising is a form of mass
communication.

Economic Role Two main views about advertising,


either the market power model or the
economics of information theory.

Informs us about new and


Societal Role improved products, teaches us how
to use these innovations, etc.
10
Five Players of Advertising
The Advertiser is the individual or organization
that usually initiates the advertising process.
The Advertising Agency plans and implements
part or all of the advertising efforts.
May use an outside agency, or their own advertising
department or in-house agency.
The Media are the channels of communication
that carry the messages from the advertiser to
the audience, i.e. television, magazines, radio,
etc.
11
Five Players of Advertising

The Vendors are a group of service


organizations that assist advertisers,
advertising agencies, and the media, i.e.
freelance copywriters, graphic artists,
photographers, etc.
The Target Audience may be the purchaser or
the consumer of the product, or both. May
need to design different ads for each group.
Critical to know as much about these target
audiences as possible.
12

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