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What is it?
Advertising is a message designed to promote a product, a service, or an idea. The purpose of advertising is to sell products or services.
Advertising Media
Advertising reaches people through various forms of mass communication. These media include newspapers, magazines, television, radio, the Internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties.
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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 audiences concerns Advertisers run ads in the most effective media
The central idea that grabs the consumers attention Creativity drives the entire field of advertising
Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows
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
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 selfexpression
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
Types of Advertising
Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Public Service advertising
AIDA
Advertising is designed to inform, influence, or persuade people. To be effective, an advertisement must first Attract attention and gain a persons Interest. It may then build Desire for a product and provide a method for them to take Action.
Advertising Techniques
Advertisers research the unique features of the product to determine the USP (unique selling proposition) and the big ideathe simple message that will be used to communicate the USP to the target audience. Many firms use a SWOT analysis to help them with their advertising techniques.
SWOT
Strengths
Outstanding features of the brand Positive consumer perceptions of the brand Features that are better, different or missing from competitors brands
SWOT
Weaknesses
What is missing Negative consumer perceptions Features of competitors brand that are better
SWOT
Opportunities
What are the newest trends that have not been addressed What are the latest developments in technology Are there gaps in the market
SWOT
Threats
Advertising Techniques
1. BASIC APPEALS
Biological
Focus on consumers basic needs for health and security Focus on the consumers feelings (love, romance, pride) Focus on the consumers reasoning abilities (cost, safety, convenience) Focus on the way that social pressures influence consumer behaviour (odour, weight, acne, fashion)
Emotional
Rational
Social