AVDERTISING- paid non personal communication about an org and it products.

There is a defined target audience through mass

media

Promotes anything advertisers want to publicize

User generated content –unpaid advertisement

Advocacy advertising

Primer advertising

Product Advertising

Campaign- series of advertising

Steps-

 identify the target audience

 Define adv. Objectives
 Create a platform
 Budget
 Develop a media plan: media schedule-continuous, flighting and pulsing
 Create your advertising message
 Execute campaign
 Evaluate advertising effectiveness

Copy – verbal portion of ads (storyboard)

 Id specific desire/problem
 Recommended Product
 State product benefits
 Substantiate claims
 Ask for buyer action

Artwork –illustrations and layout