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Advertising Principles MCOM 341

Mcom 341-1 Intro to Advertising

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Page 1: Mcom 341-1 Intro to Advertising

Advertising Principles

MCOM 341

Page 2: Mcom 341-1 Intro to Advertising

Let’s play…

Is This An

Ad?

Page 4: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 5: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 7: Mcom 341-1 Intro to Advertising

Is This an Ad?

http://www.youtube.com/watch?v=UDyLeu7zIZE

Page 8: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 9: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 10: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 11: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 12: Mcom 341-1 Intro to Advertising

Is This an Ad?

Page 13: Mcom 341-1 Intro to Advertising

Is This an Ad?

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

Page 14: Mcom 341-1 Intro to Advertising

What is Advertising?How do you define advertising?

Page 15: Mcom 341-1 Intro to Advertising

What is Advertising?Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media.

Note: there are types of marketing communications that are not advertising.

Page 16: Mcom 341-1 Intro to Advertising

What is Advertising?Advertising is a type of communication.

It is structured, using specific verbal and nonverbal elements to convey a message.

Advertising is also composed to fit within time and space formats of the chosen advertising vehicles.

Page 17: Mcom 341-1 Intro to Advertising

What is Advertising?Advertising is generally aimed at groups of people, making it nonpersonal (mass communication). Those groups can be targeted, however – such as men, women, senior citizens, college students, parents, accountants, etc.

Consumers = individuals who buy products for their own use.

Professionals = business decision makers who buy products for their company’s use or large quantities for use in stores.

Page 18: Mcom 341-1 Intro to Advertising

What is Advertising?Advertising is paid communication. The sponsor, or advertiser, pays for the message to be communicated to people.

An exception is non-profit organizations whose messages are carried free of charge in the form of public service announcements (PSAs).

Advertising has identified sponsors.

Page 19: Mcom 341-1 Intro to Advertising

What is Advertising?Advertising is intended to persuade the people who see it to convert to their product.

Products can be:

•Physical goods: food, cars, clothes, electronics, music•Services: financial, internet, cell phone, insurance, cosmetic•Ideas: political, social, religious, economic, health

Page 20: Mcom 341-1 Intro to Advertising

MediaAdvertising reaches us through a medium, a channel of communication. More than one medium = media.

Traditional media = newspaper, television, radio, magazines, and billboards

New media = web sites, social media, mobile, direct mail

Nontraditional media = shopping carts, bathroom stalls, blimps, people

Bathroom stall: http://www.adrants.com/images/Kelloggs_All-Bran_Plus/target0.htmlFlash mob: http://www.youtube.com/watch?v=oJrSTFei2FA

Page 21: Mcom 341-1 Intro to Advertising

MarketingAmerican Marketing Association definition of marketing:

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Marketing generates customers and revenue for the organization.

Page 22: Mcom 341-1 Intro to Advertising

MarketingThe four P’s of marketing:•Product•Price•Place•Promotion

Example: Snuggie http://www.youtube.com/watch?v=R-df-ISYkGA&playnext=1&list=PL6C2397B2323F8BFC&index=1\

Advertising is one type of promotion that helps the organization reach its marketing goals.

Page 23: Mcom 341-1 Intro to Advertising

Advertising in a Free MarketA free market is one in which the buyers and sellers have multiple alternatives, i.e. competition. Advertising is only needed if there’s a free (or somewhat free) market for that product.

Fundamental assumptions of free-market economy:1. Self-interest2. Complete information3. Many buyers and sellers4. Absence of externalities

Page 24: Mcom 341-1 Intro to Advertising

Advertising in a Free MarketFunctions and Effects of Advertising in a Free Economy:

• To identify products and differentiate them from others• To communicate information about the product, its features, and its place

of sale• To induce consumers to try new products and to suggest reuse• To stimulate the distribution of the product• To increase product use• To build value, brand preference, and loyalty• To lower the overall cost of sales