Introduction to advertising & integrated marketing communication

Introduction to Advertising

Prepared By

Nijaz N

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Defining Modern Advertising

• Advertising is paid persuasive communication

• Uses non-personal mass media to reach broad audiences to

connect an identified sponsor with a target audience.

• According to American Marketing

Association:

“Advertising is any paid form of non-personal presentation and

promotion of ideas, goods and services by an identified sponsor.”

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• Advertising includes the name

of a product or service and how

that product or service could

benefit the consumer, to

persuade potential customers

to purchase or to consume that

particular BRAND.

• Modern advertising developed

with the rise of mass

production in the late 19th and

early 20th centuries.

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Five basic components:1. Paid communication2. Sponsor is identified3. Tries to persuade or

influence4. Reaches a large

audience5. Conveyed through

impersonal mass media

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Basic Functions Of Advertising: 1. Inform Function2. Persuasive Function3. Reminder Function

The Functions of Advertising 1. Builds awareness of products and brands2. Creates a brand image3. Provides product and brand information4. Persuades people5. Provides incentives to take action6. Provides brand reminders7. Reinforces past purchases and brand

experiences

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History & Evolution• Egyptians used papyrus

to make sales messages and wall posters.

• Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.

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History & Evolution• In 1704 The first newspaper advertisement, an announcement seeking a

buyer for an Oyster Bay, Long Island, estate, is published in the Boston

News-Letter.

• In June 1836, French newspaper La Presse was the first to include paid

advertising in its pages.

• Around 1840, Volney Palmer established a predecessor to advertising

agencies in Boston.

• The first radio commercial is credited to WEAF, New York on August 28,

1922 for the Queensboro real estate corporation.

• The world's first television advertisement was broadcast July 1, 1941. The

watchmaker Bulova paid $4 for a placement on New York station WNBT

before a baseball game. 

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Key Concepts of Advertising

• Strategy• Creative idea• Execution• Media

• The logic and planning behind the ad

• Advertisers develop ads to meet

objectives

• Advertisers direct ads to identified

audiences

• Advertisers create messages that speak

to the audience’s concerns

• Advertisers run ads in the most

effective media

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Key Concepts of Advertising

• Strategy• Creative idea• Execution• Media

• The central idea that grabs the

consumer’s attention

• Creativity drives the entire field of

advertising

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Key Concepts of Advertising

• Strategy• Creative idea• Execution• Media

• Effective ads adhere to the highest

production values in the industry

• Clients demand the best production the

budget allows

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Key Concepts of Advertising

• Strategy• Creative idea• Execution• Media

• Communication channels that reach a

broad audience

• How to deliver the message is just as

important coming up with the creative

idea of the message

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Roles of Advertising

• Marketing• Communication• Economic• Societal

• The process a business uses

to satisfy consumer needs by

providing goods and services

– Product category

– Target market

– Marketing mix

– Brand

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Roles of Advertising

• Marketing• Communication• Economic• Societal

• Can reach a mass audience

• Introduces products

• Explains important

changes

• Reminds and reinforces

• Persuades

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Roles of Advertising

• Marketing• Communication• Economic• Societal

• Moves from being informational

to creating demand

• Advertising is an objective

means for providing price-value

information, thereby creating a

more rational economy

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Roles of Advertising

• Marketing• Communication• Economic• Societal

• Informs consumers about

innovations and issues

• Mirrors fashion and design trends

• Teaches consumers about new

products

• Helps shape consumer self-image

• Perpetuates self-expression

Prepared By

Nijaz N

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Marketing Communications

Communications Platforms• Advertising

• any paid form of non-personal presentation by a sponsor

• Sales Promotion• personal presentations by a firm’s sales force

• Public relations• short term incentives to encourage sales

• Direct marketing• building good relations with various publics

• Personal selling• short term incentives to encourage sales

MarketingCommunication Mix

Marketing Communication Tools

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The IMC Model Marketing Plan (Marketing Objectives &

Strategies)

Integrated Marketing

Promotion

DistributionProduct

PriceMarketing Mix

Elements

Employee Behavior, Word of Mouth, processes etc

IMC

Sales Promotion

PR/Publicity

Advertising

Events

Direct Marketing

Personal Selling

Com

mu

nic

atio

n M

ix

Elem

ents

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IMC ---Examples

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The Marketing Communications Mix ?

The specific mix of advertising,

personal selling, sales

promotion, and public relations

a company uses to pursue its

advertising and marketing

objectives.

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• The purpose or objective behind advertising• include sales promotion, information and guidance to

consumers, developing brand loyalty etcMISSION

• (Advertising budget). It means the budget allocation made by the company for advertisingMoney

• The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers.Message

• selection of media depends on the budget provided, products to be advertised, and features of prospective buyers, so on. Media• Effectiveness of advertising

Measure

Models of Marketing

Communication

Prepared By

Nijaz N

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Marketing Communication Models

AIDA Model HEIGHTENED

APPRECIATION Model

ADVERTISING EXPOSURE Model

DAGMAR Model

Model OF JOYEE

LEVIDGE AND

STEINER Model

AIDA

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•attract the attention of the customer.

A - Attention (Awareness)

•raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

I - Interest

•convince customers that they want and desire the product or service and that it will satisfy their needs.

D – Desire

•lead customers towards taking action and/or purchasing

A - Action

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Defining Advertising Goals for Measured Advertising Results (DAGMAR)

• Model proposed by Russel H. Colley in 1961.

• Suggests that the ultimate objective of advertising must carry a

consumer through four levels of understanding: from

unawareness to Awareness—

– the consumer must first be aware of a brand or company

– Comprehension - he or she must have a comprehension of what the

product is and its benefits;

– Conviction - he or she must arrive at the mental disposition or

conviction to buys the brand;

– Action—finally, he or she actually buy that product.

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ETHICAL & SOCIAL ISSUES IN MARKETING

COMMUNICATION

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ETHICAL ISSUES IN MARKETING COMMUNICATION

Ethics in our context involves matters of right and wrong, or moral, conductpertaining to any aspect of marketing

communications

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ETHICAL ISSUES IN MARKETING COMMUNICATION

• Puffery refers to exaggerated claim of a product’s

superiority or the use of subjective or vague statements

that may not be literally true.

– Puffery ( commercial exaggeration ) is legal.

• Deception is when the consumer is led to believe

something which is not true.

– Deception is making false or misleading statements.

Puffery and Deception

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SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION

• Advertising promotes superficiality and materialism in children.

• Children are inexperienced and easy prey.

• Persuasion to children creates child-parent conflicts.

Advertising to Children

ADVERTISING CONTROVERSIAL PRODUCTS

• Tobacco

• Alcohol

• Gambling

• Drugs

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SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION

Four Aspects:

• 1) Label information

• 2) Packaging graphics

• 3) Packaging safety

• 4) Environmental implications