Advertising ILecture 1

Paper

A quick review

Advertising

Advertising is paid, non-personal communication

from an identified sponsor using various

media to persuade and influence an audience.

Functions of advertising Advertising identifies products and differentiates it from

others (e.g. different brands, packaging)

Adv. communicates information about the product, its

features and its location of sale.

Adv. induces customers to try new products and

suggests reuse.

Adv. stimulates the distribution of a product. (helps

increase the demand of the product)

Adv increases the use of product since more people

become aware of the product.

Adv builds brand value, brand preference and loyalty.

It lowers the overall cost of sales.

Types of AdsBrand advertising/ National Consumer

advertisingRetail/ Local advertisingPolitical advertisingDirectory advertisingDirect-response advertisingBusiness to business advertisingInstitutional advertisingPublic Service AdvertisingInteractive Advertising

Reasons to advertise To announce a new

product To expand the market to

new buyers To announce a

modification To announce a price

change To announce a new pack To make a special offer To invite inquiries To sell directly To test a medium To obtain stockists

To announce location of stockists

To educate consumers To maintain sales To challenge

competition To remind To retrieve lost sales To please the sales force To recruit force To attract investors To announce trading

results

AppealsPrimarySelective

RationalEmotion

Need arousingNeed satisfying

NegativePositive

Parts of an adTrademark

Logo

Brand slogan/ tagline

Caption

Body copy

Layouts of adsOgilvy layout

Z layout

Single Visual layout

Illustrated layout

Top heavy layout

Upside down layout

In this semesterClasses will be held on Monday and Tuesday

Monday – double class. Will be used mostly for activities after 2 - 3 weeks . Tuesday will be a single class.

These activities will account for the 20 marks for assignments.

Missed out activities will not be accepted, as these will be group tasks.

Every activity will be rated, and marks will be included in the result.

Rating is my problem, students should not be concerned about how I will rate them.

In case the Monday class is missed due to a holiday or strike, we will cover it up on Wednesday.

Theory We will be studying

◦Key issues in advertising◦A typical ad agency◦Concepts of marketing◦Marketing plan◦Branding◦Consumer behavior◦Advertising ethics

Pratical

We will be focusing print advertisements in every form◦Newspaper◦Billboards◦Point of sales etc.