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ADVERTISING
Lucía Paz Torán; 5ºC
Advertising
ADVERTISING
Lucía Paz Torán; 5ºC
INDEX
Objectives
What is advertising?
Campaign
Examples and group activity
ADVERTISING
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What is advertising?
ADVERTISING
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Advertising tells consumers about a product or a service and encourages them to buy it.
To get it, communication techniques are used through different means.
What is advertising?
ADVERTISING
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What are the objectives?
1º
•Highlight a product / brand / company
2º
•Communicate about the advantages and benefits of the product
3º
•Develop brand positioning
4º
•Educate / inform on how to use the product
5º
•Develop buying motivations
To get one or some of this objectives………Prepare an advertising campaign
ADVERTISING
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How to design an advertising campaign: Designing a message
Let the message be effective It reaches the public you can buy The time period that should last Remains in the audience mind To move to action: buy
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When there is a campaign we need to keep these 4 points:
Principles of a campaign
Attention
Interest
Desire
Action
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Campaign
1- What do you want to communicate?2- Who do you want to communicate?3- How fixed and distributed is the budget?4- How does it say what you want to communicate?5- What media will be used?6- When and how long it will communicate?
ADVERTISING
Lucía Paz Torán; 5ºC
Campaign (advertisement)
http://www.youtube.com/watch?v=L0YPsuZYZIY
The advertisement we've seen has an effective message? Do think this product is good?Do you like it? Why?
ADVERTISING
Lucía Paz Torán; 5ºC
CampaignWhat do you
want to communicate?
Brand and its values
Product strengths
Who do you want to communicate?
Target of people
Age, sex, economic
level
Hobbies, likes
ADVERTISING
Lucía Paz Torán; 5ºC
Campaign
How fixed and distributes is the
budget?
Total amount of money
How to spend it: instensity, duration
and means
How does it say what you want to
communicate?
Slogan
Logos
Language used
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Campaign
When and how long it will
communicate?
Season
Short and intense vs long and sporadic
What media will be used?
Mass media
Specifics
ATL, BTL
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Examples
Product: Exclusives Trips : Africa safaris, ballooning by amazon, climb Everest, trip to 10 different countries to eat at 3 star Michelin restaurants, whatever you can imagine
Scope of activity: international
You dream……We´ll become real
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ExamplesATL: I´ll promote it in travel journals of premium cars, luxury yachts, exclusive travel destinations, expensive watches where rich people move to buy it. I´ll promote it in the months where magazines are sold.
BTL: I´ll promote it mostly in programs of luxury experiences and preparation of events, golf club, horse ride, hotel rooms and exclusive party with celebrities to promote it. Hold year intensifying November and October, April and May.
ADVERTISING
Lucía Paz Torán; 5ºC
Thanks!!!!!