Advertising defined

1
Advertising defined

• Paid communication
• Sponsor is identified
• Tries to persuade or influence
• Reaches large audience
• Conveyed through impersonal mass media

2
Key Concepts of Advertising
Figure 1.1
3
The Marketing Role
4
The Communication Role
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The Economic Role
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The Societal Role

• Informs consumers about innovations and issues
• Mirrors fashion and design trends
• Teaches consumers about new products
• Helps shape image and ways to express

7
The Functions of Advertising

• Builds awareness of products and brands
• Creates a brand image
• Provides product and brand information
• Persuades people
• Provides incentives to take action
• Provides brand reminders
• Reinforces past purchases and brand experiences

8
Key Players

• Advertiser
• Agency
• Media
• Suppliers/vendors
• Target audience

9
Types of Advertising

• Brand advertising
• Retail or Local advertising
• Direct-Response advertising
• Business-to-Business advertising
• Institutional advertising
• Nonprofit advertising
• Public Service advertising

10
What Makes an Ad Effective?

• If it creates an impression for a product or
  brand
• If it influences people to respond
• If it separates the product or brand from the
  competition
• Note Not all award-wining ads are effective

11
The Evolution of Advertising
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Current Scene

• Expanded View
• Integrated Marketing Communication
• Globalization