P. 1
Introduction to Advertising

Introduction to Advertising

|Views: 173|Likes:
Published by salman7797

More info:

Published by: salman7797 on Feb 21, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX, PDF, TXT or read online from Scribd
See more
See less

05/22/2014

pdf

text

original

Introduction to Advertising

Lecture 1
Week 1

Agenda
¡ ¡ ¡ ¡ ¡ ¡

¡

What is Advertising? Advertising’s Evolution Roles & Functions Key Players Types of Advertising Characteristics of Effective Advertising Current Trends

Origin
¡

Latin root AD VERTER To turn towards To attract attention to ???

¡ ¡ ¡
 

Definition

Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future

Elaboration
¡ ¡ ¡ ¡ ¡ ¡

Paid Mediated form of communication Identifiable source Designed to persuade The receiver Take some action, now or in the future

Illustration
Paid Mediated Identifiable Source To persuade Take action

Example
Example Radio Spot Press Release Sales Call Facebook Banners
Paid Mediated Id. Source
Persuasion

Action

Key Concepts
¡ ¡ ¡ ¡ ¡ ¡ ¡

Strategy

What & Who

Creative Idea Creative Execution

How

Effective & Efficient Media Use

When & Where

Advertising Effectiveness
Strategy

Creative Idea

Execution

Media

Sound Strategy + Great Creativity = Effective Advertising

Introduction to Advertising
Lecture 2
Week 1

Evolution of Advertising
Prehistoric Era 1.Age of Print 2.Industrial Revolution & Consumer Society 3.Modern Advertising Era 4.Age of Agencies 5.Creative Era 6.Accountability Era
¡

Timelines
Written Ad offering whole gold coin for runaway slave Political & trade graffiti on Pompeii walls

3000 B.C.

500 B.C.

Pre-historic Era

Printed Handbills First printed ad in London Gazette 1st print ad in 1st use of the English tacked London’s Weekly term Advertising offers 1st on London Relations News advertising church doors supplement

1st US newspaper to carry ads

Volney B. Palmer becomes the 1st ad sales agent (Boston)

Mid 1400s

1472

1622

1655

1662

1704

1841

Age of Print

Timelines
J. Walter 1st John Powers Printer’s Ink, 1st Thompson forms branded items such as Baker’s Chocolate pioneers in stores publication appears US JWT (1st account copywriting; for advertising executive) focuses on news profession E. E. Calkins & R. Holder develop image copy

1850s

1864

1880s

1888

1890s

Industrial Revolution & Consumer Society

Studies on the Albert Lasker pioneers st Ad censor copy of celebrity 1 ‘Reason-Why’ Start 1st attention-getting appointed by Truth in Advertising Act passed endorsement & persuasive Scripps-McRoe with Pepsi qualities of League of NPs (Barney Oldfield) advertising

1900

1904-40s

1903

1908

1912

Modern Advertising Era

Timelines
American 1st 1st Radio ad TV becomes Association of Ad ad testimonials by movie stars appear solves radio’s leading Agencies formed financing needs advertising medium Rosser Reeves develops USP concept

1917

1920s

1922

1940s-50s

1950s

Age of Agencies
Ogilvy develops research-based try harder’ icons and inherent drama D.D. B. ‘Think Small’ campaign for VWLeo Burnett creates advertising & storytellingart of persuasion / Visa’s ‘We image brand Bill Bernbach focuses on

1960s

1960s

1960s

1960s

Creative Era
Mega mergers take place worldwide IMC, niche marketing, interactive media, mass customization… Internet is the fastest growing ad medium since TV

1980s-90s

90s-2000s

2000s

Accountability Era

Advertising in Pakistan
¡

1947 to 1950s
l l l l l

Few foreign-based agencies Press only available medium Stunted growth of commerce & industry Press ads from 50s

¡

1960s onwards
l l l

Radio Pakistan launched commercial services State-owned PTV launched in Lahore in 1964 1979 PIA Ad

¡ ¡

1980s
l l

Strict censor laws on broadcast media Memorable Pakistani TV Ads

Advertising in Pakistan
¡

2000 onwards
l PEMRA

issued licenses to several satellite channels l Adspend increasing 25% annually (2007) l Consumerism on the rise

Roles of Advertising
¡ ¡ ¡ ¡

Marketing Communication Economic Societal

Marketing & Communication Role

Product

¡ ¡ ¡ ¡ ¡ ¡
 

Features Style Brand name Packaging Services

Marketing Mix

Promotion
Advertising Personal selling Sales Promotion Direct Marketing PR Collateral

Place

Marketing Mix
Price
List price Discounts Allowances Payment period Credit terms

Location Transport Coverage Channels Inventory

Mass communicate to to connect buyers & sellers

Economic Role
¡

Economy grows  Advertising flourishes

¡

2 perspectives on how advertising creates economic impact
l Informational

role l Persuasion role

Societal Role
¡

Mirrors fashion and aesthetic trends Helps us create self-image & express ourselves through the things we use/wear
l Has

¡

both negative & positive effects

Functions of Advertising
¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Create awareness of products & brands Provide product and brand information Create brand image Persuade / Convince people Provide incentives to take action Provide brand reminders Reinforce past purchases & brand experiences

Types of Advertising
Type Brand Retail/Local Advertising Direct-Response Business to Business Institutional / Corporate Non-Profit Public Service Political Directory Example Mirinda, Nestle Water Hyperstar, Al-Fatah Bestbuy, Real Estate Ads Medical advertising Bank Alfalah, MCB Edhi Trust, Colleges Anti-Smoking/Anti drugs PML-N, Moonis Elahi Yellow Pages
Test your understanding

Key Players
1.Advertiser / Client 2.Advertising Agency 3.Media 4.Vendors / Suppliers 5.Regulatory Bodies 6.Target Audience

The Advertiser / Client
¡

Roles:
l Identify

marketing & communication needs l Initiate advertising effort l Make decisions about target audience, budget, when to advertise l Selects, evaluates pitch & hires agency l Approves advertising plan (strategy, creative, media)

Advertisers / Clients
¡

Types of Advertisers
l Government

vs. Private l Product vs. Services vs. Ideas l MNC vs. National

The Agency
¡

Why use agency?
l l l l

Strategic & creative expertise Workforce talent Media knowledge Negotiation with media

¡ ¡

Types of agencies:
l l l

Multinational Vs. National Vs. Regional Big Vs. Medium Vs. Small Niche agencies

The Agency
¡

Agency-Client relationship
l Advertising
¡

department

Liaison role ¡ Ex: Coca-Cola (SOHO Square), Warid (Synergy),
l In-house
¡

agency

For more control over brand image / quick results ¡ Ex: Waves, fashion brands

The Media
¡

Channels of Communication / Media Vehicles
l Newspaper,

magazines, radio, TV station, billboard company, etc.

¡

Media-agency relationship
l Planning,

buying, negotiating deals l Media mix

Vendors
¡

Specialized services
l Artists,

photographers, film directors, printers, production studios, calligraphers, consultants, freelancers, etc. l Example: Jami / Saqib Malik (Film director), Khawar Riaz / Qayyum (Photographer), Khawar Jawad (Composer)

Regulatory Bodies
¡ ¡ ¡ ¡ ¡

PEMRA APNS PBC PAA

Target Audience
¡

Target audience:
l l l l

Purchaser / Buyer / Customer Consumer / User Purchase influencers Ex: Kellog’s target audience is kids and parents

¡

Interactive technology allows customization
l

Ex: Amazon.com shows you books you would like

Awards
¡

Effectiveness Awards
l

EFFIE Award / Advertising & Marketing Effectiveness (AME) Award / Institute of Practitioners (IPA) Award

¡ ¡

Creative Awards
l l

CLIOS / Cannes Lion Award / The NY Art Director’s Award Abby Award (India) / Aurora Advertising Awards (Pakistan)

¡ ¡

Media Planning
l

Adweek’s Media Plan of the Year

Current Trends in Advertising
¡

New Advertising
l l

Digital Media (Internet, mobile communications, wireless) Unconventional media & tactics

¡ ¡

IMC Approach
l l

Unifying marketing communications Creates synergy

¡ ¡

Globalization
l

Adaptation vs. standardization debate

XXXXXXXXX

Back

Back

Advertising up to the 1940s

Back

Truth in Advertising
¡

Example:
l Ernest

Shackleton's recruiting advertisement for 1912 Imperial Trans-Antarctic Expedition:

"Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in Back

1920s – Bernard Shaw

1938 – Dorothy Lamour

1953 – Jackie Gleason

1967 – Woody Allen

1977 – Ray Charles

Back

Leo Burnett’s Brand Icons

Back

David Ogilvy on Selling
 

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create”.
  

1959 David Ogilvy Back

1960s Advertising

Back

Bill Bernbach on Persuasion

"The truth isn't the truth until people believe you, and they can't believe you if they don't know what you're saying, and they can't know what you're saying if they don't listen to you, and they won't listen to you if you're not interesting, and you won't be interesting unless you say things imaginatively, originally, freshly”.

Back

Back

1959 Pakistani newspaper ads

Back

Naurus

State Life

Mitchell’s Jubilee

Binaca

Back

Back

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->