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Why advertise?

Why advertise?

Introduction to Advertising
Communications Department

A man wakes up after sleeping under an ADVERTISED blanket on an ADVERTISED mattress and pulls off ADVERTISED pjs, bathes in an ADVERTISED shower, shaves with an ADVERTISED razor, brushes his teeth with ADVERTISED toothpaste, washes his face with an ADVERTISED soap, puts on ADVERTISED clothes, drives to work in an ADVERTISED car and then refuses to ADVERTISE, believing it doesnt pay. Later if business is poor, he advertisers it...

He who has a thing to sell and goes whispering in a well, is not so apt to get the dollars as he who climbs a tree and hollers

Instructor: John Kiley

Class # 1

St Margaret Mary Church Bulletin, 2000.

St Margaret Mary Church Bulletin, 2000.

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Class Website Introduction to Advertising Introduction to Advertising

Introductions Expectations Impactful Advertising Exercise

Why does advertising exist ?

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Advertisingdefined

Advertisingdefined

The textbook definition of advertising

Definition breakdown

Advertising is paid, non-personal communication from an identified sponsor using mass media to persuade/influence an audience.

Advertising is paid, non-personal communication from an identified sponsor using mass media to persuade/influence an audience.

The Key Concepts of Great Advertising*

* Great = Effective = ???

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Key Concepts of Advertising

Marketing Role

Advertising Strategy Logic & Planning giving direction and focus Creative Idea Central idea that grabs you Creative Execution Details, details, details Creative Media Use The Delivery

(def) Process a business uses to satisfy consumer needs and wants by providing goods/services. Tools available to Marketing make up the Marketing Mix
Product Price Place Promotion

The Role of Advertising in Todays World

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Economic Role

Societal Role

Advertising moves from being primarily informational to creating a demand for a particular brand/product Two POVs regarding Advertisings Economic Impact
Advertising is a vehicle to help consumers assess value ($, qlty, reputation, etc. Advertising is persuasive, thus decreases the likelihood that a consumer will switch brands through facts because of advertisings focus on the psychological appeal (emotions, etc)

Advertising teaches/informs us about new/improved products generally keeps us informed Advertising mirrors fashion and design trends Advertising helps us shape an image of ourselves through role models

The Many Types of Advertising

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Advertising Types

Advertising Types

Advertising Types

Brand Advertising Retail/Local Market Political

Directory Advertising Direct Response/DM (junk mail) B2B

Corporate (Institutional) Advertising PSA Interactive

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Advertising Functions

The Players

Advertising can function to: Provide product and brand information Provide incentives to take action Provide reminders and reinforcement

Advertiser The Advertising Industry The Agency The Media

The Players in the Game

The Vendors The Audience

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Assignment

Reading Assignment
Chapter 1 Chapter 3 Introduction to Advertising (pp. 75-91) Advertising & Society

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