chapter 1

What is Advertising Today?

Introduction to the profession,

communication, types of advertising and
marketing
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Chapter 1 Objectives

Discuss advertising’s
role in marketing
Define marketing and strategy.
identify the four elements
of marketing strategy. Explain the difference
between consumer and
Define advertising and business markets.
differentiate it from other
forms of marketing Explain how advertising
communications. differs from basic
communication.
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What is Advertising?
Definition
Advertising is . . .
structured and composed . . .

nonpersonal communication of information, . . .

usually paid for . . .

usually persuasive in nature . . .

about products (goods, services, and ideas) . . .

by identified sponsors . . .

through various media.

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What is Advertising?
Types of Media

Mass

Newspapers Radio & TV Billboards

& Magazines
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What is Advertising?
Types of Media

Mass Addressable

Billboards Direct Mail E-Mail

Newspapers &
Magazines
Radio & TV
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What is Advertising?
Types of Media

Mass Addressable Interactive

Billboards Direct Mail Kiosks Web sites

Newspapers & E-Mail
Magazines
Radio & TV
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What is Advertising?
Types of Media

Mass Addressable Interactive Nontraditional

Billboards Direct Mail Kiosks Shopping

Carts
Newspapers & E-Mail Web Sites
Magazines
Tattoos Blimps
Radio & TV
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What is Advertising?
Types of Media

Mass Addressable Interactive Nontraditional

Billboards Direct Mail Kiosks Shopping

Carts
Newspapers & E-Mail Web Sites
Magazines Blimps
Radio & TV Tattoos
etc.
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Communication:
Human Communication Process

Source Encoding Message Channel

Decoding Receiver

Feedback to be
decoded by a receiver
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Communication:
Stern Model
Source Message Receivers

Sponsor

Author

Within the text of the advertisement

Persona Literary form Implied

(Autobiography, consumers
Narrative, Drama)

Sponsorial
consumers
Feedback
Actual
consumers
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Communication:
Source Dimensions
Legally responsible
Sponsor
Has a message

Copywriter, art director,

or creative group
Author
Creator is invisible to audience

Real or imaginary spokesperson

Persona
Represents the sponsor
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Communication:
Message Dimensions

Autobiography “I” tell a story about

myself to “you,” the
imaginary audience

Narrative Third person tells a

story about others to
imagined audience

Drama Characters act in front

of imagined audience
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Communication:
Message Dimensions
Autobiography:
Discovery
Channel,
“Deadliest Catch”
[Insert P1.4 (Discovery Channel, p. 11
here):
Position = 3” horizontal, 1.55” vertical
Size = 5.7” wide]
 1-15
Communication:
Message Dimensions
Narrative: [Insert P1.5 (BlueCross/BlueShield, p.
Regency Blue 11 here):
Cross/Blue Shield
Position = 3” horizontal, 1.55” vertical
Size = 5.7” wide]
 1-16
Communication:
Message Dimensions
Drama: [Insert P1.6 (Discovery
Nike Outdoor, “You Channel, p. 11 here):
Are Faster Than
You Think” Position = 3” horizontal,
1.55” vertical
Size = 4.6” TALL]
 1-17
Communication:
Receiver Dimensions
Ad texts presume an audience
Implied
consumers Gatekeepers who
decide if the ad will run

Ad uses implied
Sponsorial consumers, not real ones
consumers
Sponsor’s executives

Actual People in the real world who

consumers comprise the target audience
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Communication:
Feedback and Interactivity
 Lets sender know if message received & understood
 Sender>Message>Receiver>New Message>Sender
 Sender can tell when communication breaks down

Redeemed Survey
Coupons Feedback Responses

and
Phone
Interactivity Increased
Inquiries Sales
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The Marketing Dimension

Business Functions

Finance
Operations Marketing
& Admin

 Defines advertising’s role in business

 Marketing the only function with a primary revenue-

generating role
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What is Marketing?

Marketing is . . .
the process of planning and executing
concepts, pricing, distribution, and promotion
of ideas, goods, and services . . .

to create exchanges that . . .

satisfy the perceived needs, wants,

and objectives . . .

of individuals and organizations.

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Marketing:
Target Markets and Audiences
Consumer:
Retail & Public Service

Business/Industrial:
Trades, Professions, & Agriculture
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Marketing:
The 4Ps
Categories of
Product goods or services

Strategies for
Price competitive pricing

Distribution
Place and geography

Communication
Promotion channels
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Marketing:
Marketing Communications

Marketing
Collateral Product
Materials Communication Advertising
(Marcom)
Types
Personal Sales
Selling Promotion
Public
Relations
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Marketing:
IMC

Less-efficient
advertising
Media Movement
Cynical, untrusting,
proliferation toward
& sophisticated
establishing
consumers
More consistency
competition among
Gaps between
agencies &
promise & delivery
Higher costs departments
Need for more
relationship building
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Marketing:
IMC

Marketing
Collateral Product
Materials Communication Advertising
(Marcom)
Types
Personal Sales
Selling Promotion
Public
Relations
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Marketing:
IMC

Integrated Marketing

Collateral Personal Public Sales Product

Materials Selling Relations Promotion Advertising