advertising chapter no,1

chapter1What is Advertising

Today?

Introduction to the profession, communication,

types of advertising and marketing

1-2What is Advertising?Definition

Advertising is . . .

nonpersonal communication of information, . . .

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

by identified sponsors . . .

through various media.

usually paid for . . .

usually persuasive in nature . . .

structured and composed . . .

1-3What is Advertising?Types of Media

Mass

BillboardsNewspapers & Magazines

Radio & TV


AddressableMass

Billboards

Newspapers & Magazines

Radio & TV

Direct Mail E-Mail


InteractiveMass

Billboards


Radio & TV

Addressable

Direct Mail

E-Mail

Kiosks Web sites


NontraditionalMass Interactive

Billboards


Radio & TV

Addressable

Direct Mail

E-Mail

Kiosks

Web Sites

Shopping Carts

BlimpsTattoos


Mass Interactive Nontraditional

Billboards


Radio & TV

Addressable

Direct Mail

E-Mail

Interactive

Kiosks

Web Sites

Nontraditional

Shopping Carts

Blimps

Tattoos

etc.

1-8Communication:Human Communication Process

Source Encoding Message Channel

Decoding Receiver

Feedback to bedecoded by a receiver

1-9

Within the text of the advertisement

Author

Persona

Sponsor

Communication:Stern Model

Feedback

Source Message Receivers

Literary form (Autobiography,

Narrative, Drama)

Actual consumers

Implied consumers

Sponsorialconsumers

1-10Communication:Source Dimensions

Legally responsible

Has a message

Copywriter, art director,or creative group

Creator is invisible to audience

Real or imaginary spokesperson

Represents the sponsor

Sponsor

Author

Persona

1-11Communication:Message Dimensions

“I” tell a story aboutmyself to “you,” theimaginary audience

Third person tells astory about others toimagined audience

Characters act in frontof imagined audience

Autobiography

Narrative

Drama

1-12Communication:Receiver Dimensions

Ad texts presume an audience

Gatekeepers whodecide if the ad will run

Ad uses impliedconsumers, not real ones

Sponsor’s executives

People in the real world who comprise the target audience

Implied consumers

Sponsorial consumers

Actual consumers

1-13Communication:Ad Feedback and Interactivity

RedeemedCoupons

PhoneInquiries

IncreasedSales

SurveyResponsesFeedback

and Interactivity

1-14

The Marketing Dimension

Defines advertising’s role in business Marketing the only function with a primary revenue-

generating role

Business Functions

Operations Finance Marketing

1-15

What is Marketing?

Marketing is . . .

to create exchanges that . . .

satisfy the perceived needs, wants,and objectives . . .

of individuals and organizations.

the process of planning and executingconcepts, pricing, distribution, and promotionof ideas, goods, and services . . .

1-16Marketing:Target Markets and Audiences

Business/Industrial:Trades, Professions, & Agriculture

Consumer:Retail & Public Service

1-17Marketing:The 4Ps

Categories ofgoods or services

Strategies forcompetitive pricing

Distributionand geography

Communicationchannels

Product

Price

Place

Promotion

1-18Marketing:Marketing Communications

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

MarketingCommunication

(Marcom)Types

IMC Defined1-19

Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, as we'll call it, means integrating all the promotional tools, so that they work together in harmony.

1-20Marketing:IMC

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

MarketingCommunication

(Marcom)Types

1-21

Integrated Marketing

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

CollateralMaterials

SalesPromotion

ProductAdvertising

PersonalSelling

PublicRelations

Marketing:IMC

1-22Marketing:IMC

Media proliferation

More competition

Higher costs

Less-efficient advertising

Cynical, untrusting, & sophisticated

consumers

Gaps between promise & delivery

Need for more relationship building

Movement toward

establishing consistency

among agencies &

departments