Advertising Lec 17.pptx
- 1. Advertising Lecture # 17 Introduction to Mass Communication By Touheed Ahmad Lecturer
- 3. Advertising • Meaning of Advertising • Definition of Advertising • History of Advertising • Elements of Advertising • Types of Advertising • Steps of Advertising Process • AIDA Model (Process of Advertising)
- 4. Meaning • The word advertising is derived from two Latin Words “Ad and Verto”. Ad – towards Verto – I turn • So, it means to turn the people's attention to a specific thing.
- 6. Advertising • “Advertising is any form of non-personal presentation of goods, services or ideas for action, openly paid for by an identified sponsor”. (by American Marketing Association). • “Advertising as mass, paid communication, by means of the printed word, radio or television, aimed at persuading individuals to take a desired course of action”. (by Colliers’ Encyclopedia) • “Advertising is the dissemination of information concerning an idea, services or product to compel action in accordance with the interest of the advertiser.”
- 7. History • Egyptians used papyrus to make sales messages and wall posters. • In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press.
- 8. • 19th century: Thomas J. Barratt of London has been called "the father of modern advertising". Working for the Pears Soap company, Barratt created an effective advertising campaign for the company products, which involved the use of targeted slogans, images and phrases. One of his slogans, "Good morning. Have you used Pears' soap?" was famous in its day and into the 20th century. • 20th century Advertising increased dramatically in the United States as industrialization expanded the supply of manufactured products. • On the radio from the 1920s • Commercial television in the 1950s • Cable television from the 1980s • On the Internet from the 1990s
- 9. Elements of advertising The basic elements for advertising message construction are: • The headline • Illustration • The body copy • The slogan • Logo type
- 10. • The headline: The purpose of headline is to get attention of specific audience to whom it is advertised. Headline is the key factor to keep in mind, while making an advertisement. This is why headline is the most important part to consider in the production of any advertisement. • Illustration: Likewise headline it is designed to attract the audience basically it is the explanation of any advertisement. • The body copy: The body copy is a text which creates a design for what is been advertised. It stimulates the interest and explains the headlines. It must be easy to understand and readable and there should be no exaggeration in the body copy.
- 11. • The slogan: Slogan is the fourth part which makes recognition of the product. • Logo type: Logotype is a special design of advertiser to create a destination of a particular product.
- 12. Types of advertising • Out-Door Advertisement • In-Door Advertisement • Non-Product Advertisement • Radio Advertisement • T.V Commercial • National Advertisement • International Advertisement • Retail Advertisement • Classified Advertisement • Local Advertisement
- 13. • Brand Advertisement • Covert Advertisement • Infomercials Advertisement • Celebrities Advertisement • Online advertising • Surrogate • Broadcast advertising • Public Service Advertising • Professional Advertisement • Industrial Advertisement
- 14. • In-Door Advertisement: This kind of advertisement provide the best opportunity of putting over a reasoned selling argument. The advertisement are addressed to the reader, listener and viewer at a time of leisure when he or she can observe the message. • Out-Door Advertisement: Bill-board and message painted on the side of buildings are common forms of out-door advertising, which is often used when quick, simple, ideas are being promoted.
- 16. • Non-Product Advertisement: This kind of advertisement is advertised from political parties and social group for the purposes of safeguard ideologies, social betterment and institution. • Radio Advertisement: It is a small business advertising. Radio advertising can be a very effective means to attract customer to some business. New Sathi lather House, Bhiya Pizza, Fhakar rent a car. • T.V Commercial: Is a generally considered the most effective mass-marketing advertising format as is reflected by the high prices. T.V network charge for commercial airtime during popular events.
- 17. Non-Product Advertisement T.V Commercial
- 18. • National Advertisement: Geographically speaking national advertising’s range is extended to the territorial limits of the country. The advertiser use the national media to inform the consumer about the product. The advertiser use the national local or regional language but prefers the national language. It can be available in everywhere of country and easily purchased it. • International Advertisement: Advertising a product or service in a country other than where it originates.
- 20. • Retail Advertisement: Emphasizes the specific retail outlet as the place to buy a specific range of brand. It can be local store advertising in local newspaper. • Classified Advertisement: It is a product or services advertising that appears in specific section of newspaper under the heading classifying the product or service being offered. • Local Advertisement: Any advertising placed by a company, organization, or individual operating in a limited geographical area such as a city or within a state.
- 21. Classified Advertisement Retail Advertisement Local Advertisement
- 22. • Brand Advertisement: It is advertising with a strong emphasis on the company brand (logo and/or company name) also known as integrated marketing communications (IMC). • Covert Advertisement: Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. • Infomercials Advertisement: There are two types of infomercials, described as long form and short form. Long form infomercials have a time length of 30 minutes. Short form infomercials are 30 seconds to 2 minutes long. Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.
- 23. Brand Advertisement Covert Advertisement Infomercials Advertisement
- 24. • Celebrities Advertisement: Although the audience is getting smarter and smarter and the modern day consumer getting immune to the exaggerated claims made in a majority of advertisements, there exist a section of advertisers that still bank upon celebrities and their popularity for advertising their products. • Online Advertising: Online advertising is the newest and fastest growing way to advertise. The Internet now provides everything from links on sites, to banner ads on sites, to small ads on sites, to pay per click advertising.
- 26. • Surrogate Advertisement: Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. • Broadcast Advertisement : Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. Television advertisements have been very popular ever since they have been introduced.
- 27. Surrogate Advertisement Broadcast Advertisement
- 28. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. • Public Service Advertisement: The same advertisement techniques use to promote commercial goods and services can be used to inform, educate and motivate the public about non-commercial issues such as Corona Virus, HIV/AIDS, Political ideology and Energy conservation.
- 30. • Professional Advertisement: Advertising directed toward professionals such as doctors, dentists, and pharmacists, etc., who are in a position to promote products to their patients or customers. • Industrial Advertisement: Advertising directed at commercial business customers. The advertised products are raw materials, components, or equipment needed in the production or distribution of other goods and services.
- 31. Professional Advertisement Industrial Advertisement
- 32. Steps of Advertising Process • Step 1: Identify Your Purpose • Step 2: Target Your Audience • Step 3: Select A Medium • Step 4: Create The Ad • Step 5: Place And Time The Ad • Step 6: Fulfill Expectations
- 33. • Step 1: Identify Your Purpose: Inform customers that your product or service is available and tells them how to get it. Persuade customers that your product or service is better than your competitors‟. Remind consumers to use your product or service. • Step 2: Target Your Audience: The next step is to clearly identify to whom you want to say it. You want to advertise to people who will buy your product or use your service. Market research can tell you who and where your target customers are. • Step 3: Select A Medium: You want to reach as many potential customers as possible with the most effective, efficient, and affordable medium you can select for the advertising.
- 34. • Step 4: Create The Ad: Beyond the widespread interest in great, creative advertising, your product or service, purpose and budget are the realistic parameters. Make sure that your ad is always appropriate for your audience, product, service and budget. • Step 5: Place And Time The Ad: When selecting where to place your ad consider to reach the right user, in the right place at the right time. • Step 6: Fulfill Expectations: Make sure that you can fulfill the promises mentioned in your advertisement. Optimize your advertising strategy through tracking and new innovative technologies.
- 35. AIDA Model • The AIDA model was developed by an American marketing specialist, Elmo Lewis. • The concept originates from advertising psychology and describes the impact of communication on advertising.
- 36. • Attention: It involves attention element of an advertisement which „catches the eye‟ and attract attention. Its purpose is to attract public at first sight. A person is likely to be attracted to advertisements which concerns him and will be useful for him. • Interest: This is the second step to consumer's response. It is called “from eye to mind” or “from attention to interest”. All good advertisements start with consumer's point of interest . An advertiser's approach should be to establish with the consumer, who is advertising prospective buyer for the advertised product.
- 37. • Desire: The main job of advertising is the transformation of an interest into advertising desire in the consumer's mind for possessing that product. • Action: This is the last stage in response to the advertisements. It prompts action and turns prospects into buyers of the product. Expected action can be secured by adopting various techniques such as, gifts, samples, installment facilities, free demonstration etc. by using phrases “Don't delay”, “Buy now”, “sale”, “Limited Stock etc.