Introduction to Advertising

Introduction to Advertising

Chapter 1

Defining Modern Advertising

•      Advertising is paid persuasive communication

•      Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience

•           Five basic components:

–        Paid communication

–        Sponsor is identified

–        Tries to persuade or influence

–        Reaches a large audience

–        Conveyed through impersonal mass media

Key Concepts of Advertising

•    Strategy

•    Creative idea

•    Execution

•    Media

•      The logic and planning behind the ad

•      Advertisers develop ads to meet objectives

•      Advertisers direct ads to identified audiences

•      Advertisers create messages that speak to the audience’s concerns

•      Advertisers run ads in the most effective media

Key Concepts of Advertising

•    Strategy

•    Creative idea

•    Execution

•    Media

•      The central idea that grabs the consumer’s attention

•      Creativity drives the entire field of advertising

Key Concepts of Advertising

•    Strategy

•    Creative idea

•    Execution

•    Media

•      Effective ads adhere to the highest production values in the industry

•      Clients demand the best production the budget allows

Key Concepts of Advertising

•    Strategy

•    Creative idea

•    Execution

•    Media

•      Communication channels that reach a broad audience

•      How to deliver the message is just as important coming up with the creative idea of the message

Roles of Advertising

•    Marketing

•    Communication

•    Economic

•    Societal

•      The process a business uses to satisfy consumer needs by providing goods and services

–    Product category

–    Target market

–    Marketing mix

–    Brand

Roles of Advertising

•    Marketing

•    Communication

•    Economic

•    Societal

•      Can reach a mass audience

•      Introduces products

•      Explains important changes

•      Reminds and reinforces

•      Persuades

Roles of Advertising

•    Marketing

•    Communication

•    Economic

•    Societal

•      Moves from being informational to creating demand

•      Advertising is an objective means for providing price-value information, thereby creating a more rational economy

Roles of Advertising

•    Marketing

•    Communication

•    Economic

•    Societal

•      Informs consumers about innovations and issues

•      Mirrors fashion and design trends

•      Teaches consumers about new products

•      Helps shape consumer self-image

•      Perpetuates self-expression

The Functions of Advertising

•      Builds awareness of products and brands

•      Creates a brand image

•      Provides product and brand information

•      Persuades people

•      Provides incentives to take action

•      Provides brand reminders

•      Reinforces past purchases and brand experiences

The Key Players

•    Advertiser (client)

•    Agency

•    Media

•    Supplier

•    Audience

•      Uses advertising to send out a message about its products

•      Initiates the advertising effort by identifying a marketing problem

•      Approves audience, plan and budget

•      Hires the advertising agency

The Key Players

•    Advertiser (client)

•    Agency

•    Media

•    Supplier

•    Audience

•      Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities

–    Advertising department

–    In-house agency

The Key Players

•    Advertiser (client)

•    Agency

•    Media

•    Supplier

•    Audience

•      The channels of communication that carry the message to the audience

•      Are also companies or huge conglomerates

•      Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches

The Key Players

•    Advertiser (client)

•    Agency

•    Media

•    Supplier

•    Audience

•      Assist advertisers, agencies, and the media in creating and placing the ads

•      Vendor services are often cheaper than those in-house

The Key Players

•    Advertiser (client)

•    Agency

•    Media

•    Supplier

•    Audience

•      The desired audience for the advertising message

•      Data-gathering technology improves accuracy of information about customers

•      Advertisers must recognize the various target audiences they are talking to and know as much about them as possible

Types of Advertising

•      Brand advertising

•      Retail or Local advertising

•      Direct-Response advertising

•      Business-to-Business advertising

•      Institutional advertising

•      Nonprofit advertising

•      Public Service advertising

What Makes an Ad Effective?

•             If it creates an impression for a product or brand

•             If it influences people to respond in some way

•             If it separates the product or brand from the competition in the mind of the consumer

What Makes an Ad Effective?

•      Effective advertising messages will achieve the desired impact (objective) on the target audience

Award Shows

•      EFFIES, AME, IPA

–    Judge effectiveness

•      CLIOS, One Show, Cannes

–    Judge creative ideas

•      Not all award-wining ads are effective

The Evolution of Advertising

•      Age of Print

•      Industrial Revolution and Emergence of Consumer Society

•      Modern Advertising Era

•      Accountability Era

The Current Advertising Scene

•    Expanded view

•    Integrated Marketing Communication

•    Globalization

•      Electronic media are changing the media landscape

•      New media are more personal and interactive

The Current Advertising Scene

•    Expanded view

•    Integrated Marketing Communication

•    Globalization

•      The practice of unifying all marketing communication tools so they send a consistent, persuasive message

The Current Advertising Scene

•    Expanded view

•    Integrated Marketing Communication

•    Globalization

•      Increasing globalization of marketing programs

•      Advertisers are moving into global markets and agencies are forming huge multinational operations

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