part one foundations
DESCRIPTION
PART ONE Foundations. 1. I NTRODUCTION TO ADVERTISING. Questions?. What is advertising? What are the roles/functions of ad? What/who are the key players in ad? What are the types of ad? What is effective ad?. WHAT IS ADVERTISING? - Defining Modern Advertising. Advertising : - PowerPoint PPT PresentationTRANSCRIPT
Wells, Moriarty, Burnett & Lwin
ADVERTISING Principles and Effective IMC Practice
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PART ONE Foundations
INTRODUCTION TO ADVERTISING
Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice
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Questions?
What is advertising?What are the roles/functions of ad?What/who are the key players in ad?What are the types of ad?What is effective ad?
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WHAT IS ADVERTISING?- Defining Modern Advertising
AdvertisingAdvertising:
Paid persuasive communication
that uses non-personal mass media
& other forms of interactive communication to reach broad audiences
to connect an identified sponsor
with a target audience
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WHAT IS ADVERTISING?- The Key Concepts of Advertising
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WHAT IS ADVERTISING?- The Key Concepts of Advertising
Objective: what you want to achieve
Strategy: logic+planning direction
Creative idea: idea that grabs attention & sticks in the memory
Creative execution: the ad is produced (photography + writing + acting+ setting)
Creative media: communication channel that the ad is delivered target audience
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ROLES & FUNCTIONS OF ADVERTISING
Advertising has evolved – many roles
The Marketing Role
Identify maker of goods
Provide their commercial information
Create product demand HOW?
1. Hard-sell approach - reasons to persuade
2. Soft-sell approach - build image for brand & touch
consumers’ emotions
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ROLES & FUNCTIONS OF ADVERTISING
Marketing - development of a
brand Distinctive identity of product that
distinguishes it from its competitors
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ROLES & FUNCTIONS OF ADVERTISING
The Communication Role Advertising
Form of mass communication Information to connect buyers & sellers in
market Informs & transforms product
Create image beyond straightforward facts
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ROLES & FUNCTIONS OF ADVERTISING
Marketing communication Advertising Sales promotion Public relations Direct response Events & sponsorships Packaging & Personal selling
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ROLES & FUNCTIONS OF ADVERTISING
The Economic Role Advertising creates economic impact
HOW?
1. Help consumers assess value – price,
quality, location & reputation
2. Stimulate the competition
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ROLES & FUNCTIONS OF ADVERTISING
The Societal Role
1. Informs about new & improved products
2. Helps compare products & features
3. Informs about innovations & issues
Mirrors fashion & design trends - aesthetic sense Educational role - new products & how to use them Shapes self-image - role models we identify with Express personalities & style - things we wear & use
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ROLES & FUNCTIONS OF ADVERTISING
Advertising - basic functions:1. Builds awareness of products & brands2. Creates a brand image3. Provides product & brand information4. Persuades people5. Provides incentives to take action6. Provides brand reminders7. Reinforces past purchases & brand
experiences
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THE KEY PLAYERS
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THE KEY PLAYERS
Advertising industry - complex - different organisations
1. Advertiser Person/organisation - “needs to get out a
message” Makes final decisions - target audience,
media, budget size & campaign period Hires ad agency & pays the bills
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THE KEY PLAYERS
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Brand Ad
GUCCI LOUIS VUITTON PRADA FENDI
CASIO ROLEX TAG HEUER CHARRIOL
PANASONIC TOSHIBA LG MITSUBISHI
MERCEDES BENZ HONDA NISSAN DIESEL NIKE ADDIDAS LEVI’S LEE
BLACKBERRY MOTOROLA IPHONE
S& P SWENSEN MK etc.
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THE KEY PLAYERS
2. Advertising agency or department Plan & implement their advertising efforts
Believed - more efficient - ad or campaign
Strategic & creative expertise, media
knowledge, staff talent, negotiate good deals
Experts in specialisation areas
Passionate about advertising
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ADVERTISING Principles and Effective IMC Practice
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Top Agencies
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THE KEY PLAYERS
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THE KEY PLAYERS
3. Media player Channels of communication - carry message
from advertiser to audience Internet - from audience back to advertiser Mass media - reach mass audience Media - channels of communication or media
vehicles - companies
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THE KEY PLAYERS
4. Suppliers, or vendors Assist advertisers, ad agencies & media to
create & place ads Array of suppliers mirrors - variety of tasks -
put together ad Why hire a vendor?
1. Advertisers - no expertise in area2. May be overloaded3. Want fresh perspective4. Cheaper than services of someone in-house
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THE KEY PLAYERS
5. The Target Audience Customer or prospective ones
Character of target audience - direct bearing on overall advertising strategy
Purchasers - not always product users Critical - recognise & know well - target audiences Interactive technology - ads customised to individuals
Customisation is growing - important to know target audience & create ads that speak to individual needs
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TYPES OF ADVERTISING 9 major types of advertising:1. Brand Advertising - most visible
Long-term brand identity & image Use humor – eg Visa Gold (Exhibit 1.7) Mass target (national & international)
2. Retail or Local Advertising Retail:
i. Message – products in areaii. Objectives - stimulate store traffic & distinctive image for
retailer Local iii. Retailer/manufacturer/distributor - offers products - restricted
geographic area
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Brand Ad
GUCCI LOUIS VUITTON PRADA FENDI
CASIO ROLEX TAG HEUER CHARRIOL
PANASONIC TOSHIBA LG MITSUBISHI
MERCEDES BENZ HONDA NISSAN DIESEL NIKE ADDIDAS LEVI’S LEE
BLACKBERRY MOTOROLA IPHONE
S& P SWENSEN MK etc.
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TYPES OF ADVERTISING
3. Political Advertising Politicians - vote for them or their ideas
4. Direct-Response Advertising Use any medium Message - stimulate sale directly Telephone/mail response - product delivered
direct Evolution of the Internet - advertising
medium
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TYPES OF ADVERTISING
5. Business-to-Business Advertising Directed at retailers, wholesalers & distributors Most business advertising in publications or
professional journals
6. Institutional Advertising – corporate advertising
Establish corporate identity or win public over to its point of view
Eg: Nike - reinforce brand image - ad campaign for the Paralympics (Exhibit 1.8)
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TYPES OF ADVERTISING
7. Nonprofit Advertising Not-for-profit organizations - charities - advertise for
customers, members, volunteers, donations
8. Public Service Advertising Public service announcements PSA Message - good cause - eg stop drunk driving Ad creation, space & time - free of charge
9. Interactive Advertising Individual consumers - access to computer & Internet
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WHAT MAKES AN AD EFFECTIVE
Ad that creates the impact (goal oriented)2 levels
1) relevant message that catches attention, interests, remains in memory
2) ad achieves marketing objective
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AD wins the award?
End of the Lesson
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