Topics Covered

Role of Advertising in the Marketing

Process: Legal Ethical and Social
Aspects of Advertising
 Advertising is:

Paid,
Paid, Non
Non personal
personal Communication
Communication
From
From An
An Identified
Identified Sponsor
Sponsor Using
Using
Mass
Mass Media
Media toto Persuade
Persuade or
or Influence
Influence
an
an Audience.
Audience.
 Promotion Mix:

Also called Marketing Communication Mix.

“Promotion mix is a specific blend of Advertising, Sales

Promotion, Public Relations, Personal Selling and Direct
Marketing tools that the company uses to pursue its
advertising and marketing Objectives.”
Promotion Mix

Advertising

Sales Promotion

Personal Selling

Public Relation

Direct Marketing
 What is Advertising:

According to American Marketing Association:

“Advertising is any paid form of non-personal presentation and

promotion of ideas, goods and services by an identified
sponsor.”
 Defining Modern Advertising
• Five basic
• Advertising is paid persuasive communication
components:
• Uses nonpersonal mass media to reach broad
audiences to connect an 1. Paid communication
identified sponsor
with a target audience 2. Sponsor is identified
3. Tries to persuade or
influence
4. Reaches a large
audience
5. Conveyed through
impersonal mass
media
 Basic Functions Of Advertising:

Advertising performs 3 basic functions:

1. Inform Function
2. Persuasive Function
3. Reminder Function
 Key Concepts of Advertising
•• The logic and planning behind the ad
Strategy
• To meet objectives
••Creative idea
Directed to identified audiences
••
Execution
Messages that speak to the audience’s
concerns
•• Media
Most effective media
 Key Concepts of Advertising
•• The central idea that grabs the consumer’s
Strategy
attention
•• Creative ideathe entire field of advertising
Creativity drives
• Execution
• Media
 Key Concepts of Advertising
•• Effective
Strategy ads adhere to the highest production
values in the industry
•• Creative idea
Clients demand the best production the
• budget allows
Execution
• Media
 Key Concepts of Advertising
•• Communication
Strategy channels that reach a broad
audience
•• Creative idea
How to deliver the message is just as
• important
Execution as coming up with the creative idea
of the message
• Media
 Roles of Advertising
•• The process a business uses to satisfy
Marketing
consumer needs by providing goods and
• Communication
services
• Economic
• Societal
 Roles of Advertising
•• Can reach a mass audience
Marketing
• Introduces products
• Communication
• Explains important changes
•• Economic
Reminds and reinforces
•• Societal
Persuades
 Roles of Advertising
•• Moves from being informational to creating
Marketing
demand
•• Communication
Advertising is an objective means for providing
• price-value
Economicinformation, thereby creating a
more rational economy
• Societal
 Roles of Advertising
•• Informs consumers about innovations and
Marketing
issues
•• Communication
Mirrors fashion and design trends
•• Teaches consumers about new products
Economic
• Helps shape consumer self-image
• Societal
 The Key Players
• Advertiser (client)• Uses advertising to
send out a message
• Agency about its products
• Media • Initiates the
advertising effort by
• Supplier identifying a
• Audience marketing problem
• Approves audience,
plan and budget
• Hires the advertising
agency
 The Key Players
• Advertiser (client)• Has strategic and
creative expertise,
• Agency media knowledge,
• Media workforce talent,
and negotiating
• Supplier abilities
• Audience – Advertising
department
– In-house agency
 The Key Players
• Advertiser (client)• The channels of
communication that carry
• Agency the message to the
audience
• Media • Are also companies or huge
conglomerates
• Supplier • Mass media advertising can
be cost effective because
• Audience the costs are spread over
the large number of people
the ad reaches
 The Key Players
• Advertiser (client)• Assist advertisers,
agencies, and the
• Agency media in creating
• Media and placing the ads
• Vendor services are
• Supplier often cheaper than
• Audience those in-house
 The Key Players
• The desired audience for the advertising message
• Advertiser (client)
• Data-gathering technology improves accuracy of information
• Agency
about customers
• Advertisers must recognize the various target audiences they
• Media
are talking to and know as much about them as possible

• Supplier
• Audience
 What Makes an Ad Effective?
1. If it creates an impression for a product or
brand
2. If it influences people to respond in some
way
3. If it separates the product or brand from the
competition in the mind of the consumer
 What Makes an Ad Effective?
• Effective advertising messages will Shows
Award achieve the
desired impact (objective) on theAME,
• EFFIES, targetIPA
audience – Judge effectiveness
• CLIOS, One Show,
Cannes
– Judge creative ideas
• Not all award-
wining ads are
effective
 Relationship between Advertising and the Product Life Cycle

Competitive
Comparative

Prepared for Marketing 106

Pioneering
Copyright, Professor W.T.G.
Richardson, Seneca College
 Direct-Response
Direct-Response
Advertising
Advertising
Directory
Directory Business-to-
Business-to-
Advertising
Advertising Business
Business
Advertising
Advertising
Political
Political
Advertising Institutional
Institutional
Advertising
Advertising
Advertising
Retail
Retailor
orLocal
Local Public
PublicService
Service
Advertising
Advertising Advertising
Advertising
Brand
Brand Interactive
Interactive
Advertising
Advertising Advertising
Advertising
Types of Advertising
 Classifications of Advertising
By Target By Geographic By By
Audience Area Medium Purpose

• Consumer • Local (retail) • Print • Product

• Nonproduct
• Business • Regional • Broadcast
(electronic) • Commercial
• National – Radio • Noncommercial
– TV
• International • Action
• Out-of-Home
• Awareness
• Direct-Mail
 Consumer
ConsumerPower,
Power,Relationship
RelationshipMarketing
Marketing
and
andCustomization
Customization
Niche
NicheMarketing
Marketing
Globalization
Globalization
Integrated
IntegratedMarketing
MarketingCommunication
Communication
Interactive
InteractiveAdvertising
Advertising
Current Advertising Issues