Advertising (copia) 28

ADVERTISING

Lucía Paz Torán; 5ºC

Advertising

ADVERTISING


INDEX

Objectives

What is advertising?

Campaign

Examples and group activity

ADVERTISING



ADVERTISING


Advertising tells consumers about a product or a service and encourages them to buy it.

To get it, communication techniques are used through different means.


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What are the objectives?

1º

•Highlight a product / brand / company

2º

•Communicate about the advantages and benefits of the product

3º

•Develop brand positioning

4º

•Educate / inform on how to use the product

5º

•Develop buying motivations

To get one or some of this objectives………Prepare an advertising campaign

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How to design an advertising campaign: Designing a message

Let the message be effective It reaches the public you can buy The time period that should last Remains in the audience mind To move to action: buy

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When there is a campaign we need to keep these 4 points:

Principles of a campaign

Attention

Interest

Desire

Action

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Campaign

1- What do you want to communicate?2- Who do you want to communicate?3- How fixed and distributed is the budget?4- How does it say what you want to communicate?5- What media will be used?6- When and how long it will communicate?

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Campaign (advertisement)

http://www.youtube.com/watch?v=L0YPsuZYZIY

The advertisement we've seen has an effective message? Do think this product is good?Do you like it? Why?

http://www.youtube.com/watch?v=L0YPsuZYZIY

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CampaignWhat do you

want to communicate?

Brand and its values

Product strengths

Who do you want to communicate?

Target of people

Age, sex, economic

level

Hobbies, likes

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Campaign

How fixed and distributes is the

budget?

Total amount of money

How to spend it: instensity, duration

and means

How does it say what you want to

communicate?

Slogan

Logos

Language used

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Campaign

When and how long it will

communicate?

Season

Short and intense vs long and sporadic

What media will be used?

Mass media

Specifics

ATL, BTL

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Examples

Product: Exclusives Trips : Africa safaris, ballooning by amazon, climb Everest, trip to 10 different countries to eat at 3 star Michelin restaurants, whatever you can imagine

Scope of activity: international

You dream……We´ll become real

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ExamplesATL: I´ll promote it in travel journals of premium cars, luxury yachts, exclusive travel destinations, expensive watches where rich people move to buy it. I´ll promote it in the months where magazines are sold.

BTL: I´ll promote it mostly in programs of luxury experiences and preparation of events, golf club, horse ride, hotel rooms and exclusive party with celebrities to promote it. Hold year intensifying November and October, April and May.

ADVERTISING


Thanks!!!!!

Advertising (copia) 28

Education

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