Introduction to advertising

Introduction to Advertising

Prepared By

Nijaz N

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.3

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 5

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. 7

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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• The central idea that grabs the

consumer’s attention

• Creativity drives the entire field of

advertising

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• Effective ads adhere to the highest

production values in the industry

• Clients demand the best production the

budget allows

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• 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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• Can reach a mass audience

• Introduces products

• Explains important

changes

• Reminds and reinforces

• Persuades

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• 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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• Informs consumers about

innovations and issues

• Mirrors fashion and design trends

• Teaches consumers about new

products

• Helps shape consumer self-image

• Perpetuates self-expression

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