advertising is paid non personal

communication from an identified sponsor using mass media to

persuade or influence an audience

Advertising funda

The ADS. should satisfy the consumer’s objectives by

engaging them and delivering a relevant message

Advertising funda

(9) major types of advertising:

Advertising Funda

Retail or Local advertising

focuses on the store where a variety of products

can be purchased or where a service is offered

Brand advertising

focuses on the

development of a long-term brand identity and image

Political Advertising

using advertising to persuade people

to vote for politicians

.

Directory Advertising--

people refer to it to find out how to buy a product or service

such as Yellow Pages advertising

Direct-Response Advertising

can use any medium

it tries to stimulate a

direct sale.

Business-to-Business Advertising

messages directed at retailers, wholesalers, and distributors

Institutional Advertising (corporate advertising

messages focus on establishing a corporate identity or on winning the public to the organization’

point of view.

Public Service Advertising

Social messages

Mass education,Developmental communication

Interactive Advertising

delivered to individual consumers who have access to a computer and

the Internet

Roles of Advertising

). The Marketing Role--Marketing is the process a business uses to satisfy

consumer needs and wants through goods and services.

A target market is the particular set of consumers that the company

chooses to direct its marketing effort towards

The Communication Role

transmits different types of market information to match buyers and sellers in

the marketplace. Advertising informs and transforms.

). The Economic Role--

The market power model considers advertising to be a means of persuasion that increases product differentiation and decreases

consumers’ willingness to substitute competing alternatives.

The model based on the economics of information theory assumes that price

). The Economic Role--

Advertising

Announces products that are available.Stimulates store traffic.

Tries to create a distinctive image for the store

The Societal Role

Informs us about new and improved products.Teaches us how to use these innovations.

Helps us to compare products and features and make informed decisions

It mirrors fashion and design trends and adds to our aesthetic sense

Functions of Advertising

Product and Brand Information—this is the main function of advertising

Incentive to Take Action-.-provides consumers with reasons to switch brands

by presenting reasons through copy or graphics.

Reminder and Reinforcement—advertising must be constantly reminding the

consumer about the name of the brand or its benefits

The Five Players of Advertising

The advertiser.The advertising agency.

The media.The vendor.

The audience.

Advertising making process

Ideas,discussions,brain storming sessions,Briefs,story board,design,copy

Production

Advertisingbudget

Cost of TV production

Advertisingconcept

Tool of

Marketing

Advertisingconcept

Tool of

Marketing