chapter1

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

What is Advertising Today?

Introduction to the profession, communication, types of advertising,

marketing, and IMC

1-3

Define marketing and identify the four elements

of marketing strategy.

Discuss advertising’s role in marketing

strategy.

Explain how advertising differs from basic communication.

Define advertising and differentiate it from other

forms of marketing communications.

Explain the difference between consumer and

business markets.

Chapter 1 Objectives

1-4What is Advertising?Definition

Advertising is . . .

nonpersonal communication of information, . . .

about products (goods, services, and ideas) . . .

by identified sponsors . . .

through various media.

usually paid for . . .

usually persuasive in nature . . .

structured and composed . . .

1-5What is Advertising?Types of Media

Mass

BillboardsNewspapers & Magazines

Radio & TV

1-6What is Advertising?Types of Media

AddressableMass

Billboards

Newspapers & Magazines

Radio & TV

Direct Mail E-Mail

1-7What is Advertising?Types of Media

InteractiveMass

Billboards

Newspapers & Magazines

Radio & TV

Addressable

Direct Mail

E-Mail

Kiosks Web sites

1-8What is Advertising?Types of Media

NontraditionalMass Interactive

Billboards

Newspapers & Magazines

Radio & TV

Addressable

Direct Mail

E-Mail

Kiosks

Web Sites

Shopping Carts

BlimpsTattoos

1-9What is Advertising?Types of Media

Mass Interactive Nontraditional

Billboards

Newspapers & Magazines

Radio & TV

Addressable

Direct Mail

E-Mail

Interactive

Kiosks

Web Sites

Nontraditional

Shopping Carts

Blimps

Tattoos

etc.

1-10Communication:Human Communication Process

Source Encoding Message Channel

Decoding Receiver

Feedback to bedecoded by a receiver

1-11

Within the text of the advertisement

Author

Persona

Sponsor

Communication:Stern Model

Feedback

Source Message Receivers

Literary form (Autobiography,

Narrative, Drama)

Actual consumers

Implied consumers

Sponsorialconsumers

1-12Communication:Source Dimensions

Legally responsible

Has a message

Copywriter, art director,or creative group

Creator is invisible to audience

Real or imaginary spokesperson

Represents the sponsor

Sponsor

Author

Persona

1-13Communication:Message Dimensions

“I” tell a story aboutmyself to “you,” theimaginary audience

Third person tells astory about others toimagined audience

Characters act in frontof imagined audience

Autobiography

Narrative

Drama

1-14

Autobiography:Discovery Channel, “Deadliest Catch”

Communication:Message Dimensions

[Insert P1.4 (Discovery Channel, p. 11 here):

Position = 3” horizontal, 1.55” vertical

Size = 5.7” wide]

1-15Communication:Message Dimensions

Narrative:Regency Blue Cross/Blue Shield

[Insert P1.5 (BlueCross/BlueShield, p. 11 here):

Position = 3” horizontal, 1.55” vertical

Size = 5.7” wide]

1-16Communication:Message Dimensions

Drama:Nike Outdoor, “You Are Faster Than You Think”

[Insert P1.6 (Discovery Channel, p. 11 here):

Position = 3” horizontal, 1.55” vertical

Size = 4.6” TALL]

1-17Communication:Receiver Dimensions

Ad texts presume an audience

Gatekeepers whodecide if the ad will run

Ad uses impliedconsumers, not real ones

Sponsor’s executives

People in the real world who comprise the target audience

Implied consumers

Sponsorial consumers

Actual consumers

1-18Communication:Feedback and Interactivity

Lets sender know if message received & understood Sender>Message>Receiver>New Message>Sender Sender can tell when communication breaks down

RedeemedCoupons

PhoneInquiries

IncreasedSales

SurveyResponsesFeedback

and Interactivity

1-19

The Marketing Dimension

Defines advertising’s role in business Marketing the only function with a primary revenue-

generating role

Business Functions

OperationsFinance& Admin

Marketing

1-20

What is Marketing?

Marketing is . . .

to create exchanges that . . .

satisfy the perceived needs, wants,and objectives . . .

of individuals and organizations.

the process of planning and executingconcepts, pricing, distribution, and promotionof ideas, goods, and services . . .

1-21Marketing:Target Markets and Audiences

Business/Industrial:Trades, Professions, & Agriculture

Consumer:Retail & Public Service

1-22

What is Advertising?

B2B ad for the Vancouver Sun

1-23Marketing:The 4Ps

Categories ofgoods or services

Strategies forcompetitive pricing

Distributionand geography

Communicationchannels

Product

Price

Place

Promotion

1-24Marketing:Marketing Communications

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

MarketingCommunication

(Marcom)Types

1-25Marketing:IMC

Media proliferation

More competition

Higher costs

Less-efficient advertising

Cynical, untrusting, & sophisticated

consumers

Gaps between promise & delivery

Need for more relationship building

Movement toward

establishing consistency

among agencies &

departments

1-26Marketing:IMC

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

MarketingCommunication

(Marcom)Types

1-27

Integrated Marketing

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

Marketing:IMC