wells, moriarty, burnett & lwin advertising principles and effective imc practice 1 part one...

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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Marketing - development of a

brand Distinctive identity of product that

distinguishes it from its competitors


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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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Marketing communication Advertising Sales promotion Public relations Direct response Events & sponsorships Packaging & Personal selling


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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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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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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

Wells, Moriarty, Burnett & Lwin - Xth Edition

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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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)

http://www.nike.com/main.html

http://www.nike.com/main.html


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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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wells, moriarty, burnett & lwin advertising principles and effective imc practice 1 part one...

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