Professional Documents
Culture Documents
Introduction to Advertising
Satisfy
Satisfy the
the Customers
Customers
Objectives
Objectives by
by Engaging
Engaging
Them
Them && Delivering
Delivering aa
Relevant
Relevant Message
Message
Achieve
Achieve the
the Sponsors
Sponsors
Objectives
Objectives
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Advertising
AdvertisingObjectives
Objectives
Consumers
ConsumersObjectives
Objectives
Attention/
Attention/Awareness
Awareness
Satisfy
SatisfyCuriosity/Memory/
Curiosity/Memory/
Entertainment
Entertainment
Interest
Interest
Identify
IdentifyPersonal
PersonalNeeds
Needs
Knowledge
Knowledge
Gather
GatherRelevant
Relevant
Information
Information
Attitude
AttitudeChange
Change
Support
SupportRisk
RiskAssociated
Associated
With
WithAttitude
AttitudeChange
Change
Behavioral
BehavioralChange/
Change/Trial
Trial
Enhance
EnhanceNeed
NeedReduction
Reduction
Repurchase/Commitment/
Repurchase/Commitment/
Reminder
Reminder
Reinforce
ReinforceTrial
Trialand
and
Need
NeedReduction
Reduction
5
Strategy
Strategy
Creativity
Creativity
Execution
Execution
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Practical Tips # 1
Measuring an Ads Success
Consider one item as the measure of
an ads success: How well does it
achieve its goals? Some typical goals
include the following:
Increased sales
Attitude change
Heightened brand awareness
What is Advertising?
Advertising
Advertising is
is Paid,
Paid, Nonpersonal
Nonpersonal
Communication
Communication From
From An
An
Identified
Identified Sponsor
Sponsor Using
Using Mass
Mass
Media
Media to
to Persuade
Persuade or
or Influence
Influence
an
an Audience.
Audience.
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Directory
Directory
Advertising
Advertising
Direct-Response
Direct-Response
Advertising
Advertising
Political
Political
Advertising
Advertising
Business-toBusiness-toBusiness
Business
Advertising
Advertising
Institutional
Institutional
Advertising
Advertising
Retail
Retailor
orLocal
Local
Advertising
Advertising
Public
Public Service
Service
Advertising
Advertising
Brand
Brand
Advertising
Advertising
Interactive
Interactive
Advertising
Advertising
Types of Advertising
Roles of Advertising
Marketing is the process a business
uses to satisfy consumer needs and
wants through goods and services.
Marketing
Marketing Role
Role
Communication
Communication Role
Role
Economic
Economic Role
Role
Societal
Societal Role
Role
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Provide
Provide
Reminders
Reminders and
and
Reinforcement
Reinforcement
Advertising
Advertising
Performs
Performs 33 Basic
Basic
Functions
Functions
Provide
Provide Incentives
Incentives
To
ToTake
TakeAction
Action
Provide
Provide Product
Product &&
Brand
Brand Information
Information
Functions of Advertising
1850s1900
19001950s
1920s
Age of
Print
Industrial
Revolution &
Consumer Society
Age of
Science
Rise of
Agencies
1950s
Reintroducing
Consumers to
Marketing
1960s1970s
Creative
Era
1970s1990s
Accountability
Era
14
Practical Tips # 2
Ogilvys Advertising Tenets
Here are some advertising tenets that
David Ogilvy offers: (11)
Never write an advertisement you wouldnt
want your own family to read.
The most important decision is how to position
your product.
If nobody reads or looks at the ads, it doesnt
do much good to have the right positioning.
Big ideas are usually simple ideas.
Every word in the copy must count.
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16
Consumer
Consumer Power,
Power,Relationship
RelationshipMarketing
Marketing
and
and Customization
Customization
Niche
NicheMarketing
Marketing
Globalization
Globalization
Integrated
Integrated Marketing
MarketingCommunication
Communication
Interactive
InteractiveAdvertising
Advertising
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