What is Advertising?

• Three criteria must be met.–Must be paid for–Delivered to audience

by mass media–Must persuade the

audience to action

• Inform your customers about your product

• Persuade customers them to buy and create a demand.

• To remind customers of the company

Advertising Criteria Advertising Purpose

• Everyone is provided with information• Ads help you to make wise decisions.• Reduces search time to a product- familiar

already– Provides us with knowledge– Provides us with lower prices– Spend less time shopping

Advertising Advantages?

History of Advertising

http://www.melcarson.com/history-advertising-timeline-video.html

Current Advertising

Influences on Advertising

Environmental influences

• Business want to present themselves as good stewards of the environment.– Disposing of waste

responsibly– Environmentally friendly

products– Using sustainable energy

sourceshttp://www.youtube.com/watch?v=hoOfIR4Vk1o

Social and Political InfluencesTwo goals of ads

a. Selling a product b. Maintaining a good public image

• Social responsibility- a business should contribute to the welfare of society

• Political Ads– Is not regulated and influences consumer

opinion

• http://www.youtube.com/watch?v=WLRudB3Plng

http://www.youtube.com/watch?v=O0RN97e14hk

Trade Groups

• Industry trade groups- trade association – Responsible for public relations such ad advertising,

education, political donation, lobbying and publishing• Collaborate between companies to develop industry

standards• Improve the industry image• Shape and opinion(domestic violence, smoking, drinking

and driving)• http://www.youtube.com/watch?v=miqGOGv7QPs• http://www.youtube.com/watch?v=SDCPbUMRCXM

Consumer influences• Consumer behavior

– Everything that affects you as a person.

– Each person has their own experience that shapes us. • Functional – makes things

easy to use . Benefits are the same to everyone

• Emotional- things that make you feel proud or satisfied

Functional or Emotional

Functional or emotional

Consumer Motivation

• How do we evaluate motivation behind purchases:

• Direction-( what they want)

• Intensity – (How much they want it)

Advertising Industry

Product Advertising• Uses rational argument

to communicate why consumers need a specific product– highlighting the

benefits & features

Corporate Advertising• Institutional Advertising• Enhance the company's

reputation or build goodwill.

• Doesn’t promote a product but a positive attitude toward the company

Brand Advertising

• Brand - Combination of the comply, product or product line. (include name, logo, slogan)

• Build an image based on the set of values help by the company