Introduction to Advertising

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 Specific Objectives:
GRADE 10 STUDENTS SHOULD BE ABLE TO:
Define “Advertising”
Identify the functions & forms of advertising/
Explain the term “loss leaders”
Differentiate between an effective & non-effective
advertising methods

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 What is Advertising?

Advertising
Advertising is
is paid,
paid, non-personal
non-personal
communication
communication from from an
an identified
identified
sponsor
sponsor using
using Mass
Mass Media
Media toto
persuade
persuade oror influence
influence an
an audience.
audience.

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 Types of Advertising
Informative
Informative Persuasive
Persuasive
Advertising
Advertising Advertising
Advertising

Competitive/Defensive
Competitive/Defensive
Advertising Specialty
Specialty
Advertising
Advertising
Advertising

Cooperative/Mass
Cooperative/Mass
Advertising
Advertising 4
 Types of Advertising
INFORMATIVE ADVERTISING – Concerned with
informing/notifying the public about the product
COMPETITIVE ADVERTISING – Advertising that tries
to compete with others.
PERSUASIVE ADVERTISING – Designed mainly to
coerce or persuade to buy goods/services.
COOPERATIVE ADVERTISING – Involves a group of
companies jointly pays for the advertisements
SPECIALTY ADVERTISING – Advertising whereby
small/ or expensive products are given away freely to
persons.
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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 advertising.

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 Broad Dimensions That
Characterize Great Advertising
The ultimate test for the greatness of an Ad is whether it
achieved its goals.

Strategy
Strategy Creativity
Creativity

Execution
Execution

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 Characteristics of Great Ads

Good or great Ads work on two levels

Satisfy
Satisfy the
the customer’s
customer’s
objectives
objectives byby engaging
engaging Achieve
Achieve the
the sponsor’s
sponsor’s
them
them && delivering
delivering aa relevant
relevant objectives
objectives
message
message 8
 Roles of Advertising
Marketing •Marketing is the process a business
Marketing Role
Role uses to satisfy consumer needs and
wants through goods and services.

Communication
Communication Role
Role •Advertising is a form of mass
communication.

•Two main views about advertising,

Economic
Economic Role
Role either the market power model or the
economics of information theory.

•Informs us about new and

Societal
Societal Role
Role improved products, teaches us how
to use these innovations, etc.
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 Functions of Advertising
Provide
Provide product
product &&
brand
brand information
information

Provide
Provide incentives
incentives Advertising
Advertising
to
to take
take action
action performs
performs 33 basic
basic
functions
functions

Provide
Provide reminders
reminders
and
and
reinforcement
reinforcement
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 Players of Advertising
The advertiser is the individual or
organization that usually initiates the
advertising process.
1. Manufacturers
2. Resellers
3. Individuals
4. Institutions, Government Agencies

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 LOSS LEADER
Goods/services deliberately sold below cost to
encourage sales elsewhere
Typical in supermarkets, e.g at Christmas
The media are the channels of, selling rum cheaper
than the usual price in the hope that people will be
attracted to the store and buy other things
Purchases of other items more than covers “loss”
on items sold
e.g “Free”mobile phone when taking on contract
package
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 Advertising Tips
Here are some advertising tips
 “Never write an advertisement you wouldn’t want
your own family to read.”
 “The most important decision is how to position
your product.”
 If nobody reads or looks at the ads, “it doesn’t do
much good to have the right positioning.”
 “Big ideas are usually simple ideas.”
 “Every word in the copy must count.”

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