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Unit 1.1- Introduction to Advertising

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Unit 1.1- Introduction to Advertising

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summenmasudgsk
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Introduction to Advertising

Unit 1.1

Week 1
Marketing Vs. Advertising
What is an Advertisement? What is Marketing?
Advertisement is a technique to create awareness Marketing is a comprehensive term that
about a particular product/service to the existing involves many other activities including
and new customers. One advertisement promotes advertisement. Some of the important
only one product/service. Every ad has to be activities of marketing are :
unique and creative. For example, advertisement •Planning
of a soap must be different from the advertise- •Developing Strategy
ment of a cold drink. •Research
An ad uses the following mediums : •Public Relations
•Print Media − newspaper, magazine, etc. •Advertisement
•Electronic/broadcasting Media − radio, tv, inter- •Budgeting
net, etc. •Customer service
•Outdoor Media − hording, flyers, billboard, etc. •Feedback and Analysis

Activity:
• Make a list giving examples of advertisement and marketing that you have observed
Marketing Vs. Advertising

Activity:
• Make a list giving examples of advertisement and marketing that you have observed
What is Advertising?

Advertising is a marketing tactic involving paying for space to promote a


product, service, or cause. The actual promotional messages are called
advertisements, or ads for short. The goal of advertising is to reach people most
likely to be willing to pay for a company’s products or services and entice them
to buy.

History of advertising:
https://www.youtube.com/watch?v=7d3VAYGnXjY
History of advertising:
https://www.youtube.com/watch?v=7d3VAYGnXjY
What is Advertising?

Advertising is Paid, Non


personal Communication
From An
Identified Sponsor Using
Mass Media to Persuade
or Influence an Audience
Defining Modern Advertising?

A complex form of communication using objectives and strate-


gies to impact consumer thoughts, feelings, and actions.
A form of marketing communication (all the techniques marketers
use to reach their customers and deliver their messages).
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 ad-
vertising.
1. Compelling Hi-Res Visuals 2. Effective Headline

• Visuals are one of the first things • Headlines are implicitly the first thing your
people look at when viewing an ad- viewer pays attention to your headline
vertisement. should be attention-grabbing but should
also encompass the overall message in a
• In advertising, “a picture is worth a short sentence.
thousand words” really fits.
• Headlines can be thought-provoking,
• For example, you can probably think strictly informative, humorous, etc., but ef-
of some advertisements you’ve seen fective headlines have one thing in com-
that are mainly just an image with lit- mon: they all leave their reader wanting
tle text. The ad visual should com- more.
plement the ad headline, copy, and https://www.youtube.com/watch?v=ZNhUpRK
overall message. 9gQA
• https://youtu.be/VGa1imApfdg
3. Well-written Copy 4. Calls the Viewer to Action

• Ad copy should be creative, concise • A call to action is defined as some-


and easy to read thing in the ad that gives them an in-
centive to call or contact you now
• Have compelling and relevant content
• Your ad’s call to action should be well
• Avoid using jargon or excessive in- thought out and defined
formation that doesn’t contribute di-
rectly to the overall message of the • Contact information is clearly visible
advertisement. and not surrounded by clutter
https://www.youtube.com/watch?v=9Qo https://www.youtube.com/watch?v=4pLfj
KRGNHBcY RaVjsA
Source: Philip Kotler 2008
Measuring an Ad success
Consider one item as the measure of an ad’s success:
How well does it achieve its goals?

Some typical goals include the following:


• Increased sales
• Attitude change
• Heightened brand awareness

Extra reading material:


https://www.mbaknol.com/marketing-management/measuring-advertising-effective-
What is a Buzz?
• The literal meaning of “Buzz” is – “a low, continuous humming or murmuring
sound.” In the advertising sense, it is a technique of marketing.
• It is getting viral these days. Buzz marketing technique relies upon the power of
one-on-one personal messages.
• It is believed that word-of-mouth holds more weightage with consumers.
• Buzz marketing is perceived as an impartial form of marketing people trust the
recommendations made by their relatives and friends. Social media is the most
energetic vehicle of buzz marketing.
Importance of advertising
Types of
Advertising

Source: Philip Kotler 2008


Types of Advertising
• Institutional Advertising
– Focused on establishing a corporate identity or
winning the public over to the organization’s
point of view
• Nonprofit Advertising
– Used by nonprofits like charities, associations,
hospitals, orchestras, museums, and churches
for customer, members, volunteers, and donors
• Public Service Advertising
– Usually produced and run for free on behalf of
a good cause
Types of Advertising
• Brand Advertising
– Focused on long-term brand identity and
image
• Retail or Local Advertising
– Focused on selling merchandise in a geo-
graphical area
• Direct Response Advertising
– Tries to stimulate a sale directly
• Business-to-Business
– Sent from one business to another

Principle:
All types of advertising demand creative, original
messages that are strategically sound and well executed.
Role of
Advertising

Source: Philip Kotler 2008


Roles of Advertising
1. The Marketing Role

• Marketing is satisfying customer wants and needs by providing


products (goods, services, and ideas).

• The marketing department is responsible for selling the product


using the 4 Ps (product, price, place/distribution, and promo-
tion) and brand development.

Principle:
A product can be services and ideas as well as goods.
Roles of Advertising
2. The Communication Role

• Advertising is a message to a consumer about a product, designed to create


a response.

• It is also a form of marketing communication.

• Advertising uses mass communication to transmit product information to


connect buyers and sellers in them marketplace.
Principle:
One of advertising’s most important strengths is
its ability to reach a large audience.
Roles of Advertising
3. The Economic Role

• Because it reaches large groups of people, advertising


makes marketing more cost-efficient and lowers prices
for consumers.

• Advertising creates a demand for a brand using hard sell


(persuading) and soft sell (image building) techniques
Roles of Advertising
4. The Societal Role

• Informs consumers about innovations and issues

• Helps us compare products and features

• Mirrors fashion and design trends

• Teaches consumers about new products and how to use


them

• Helps shape consumer self-image

• Facilitates self-expression through purchases

• Presents images about diversity in our world


Thank you

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