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“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” 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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Introduction to Advertising
Prepared By
Nijaz N
2
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.”
3
• 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.
4
Five basic components:1. Paid communication2. Sponsor is identified3. Tries to persuade or
influence4. Reaches a large
audience5. Conveyed through
impersonal mass media
5
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
6
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.
7
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.
8
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
9
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
10
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
11
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
12
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
13
Roles of Advertising
• Marketing• Communication• Economic• Societal
• Can reach a mass audience
• Introduces products
• Explains important
changes
• Reminds and reinforces
• Persuades
14
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
15
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
17
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
18
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
19
IMC ---Examples
20
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.
21
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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
24
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
26
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.
27
ETHICAL & SOCIAL ISSUES IN MARKETING
COMMUNICATION
28
ETHICAL ISSUES IN MARKETING COMMUNICATION
Ethics in our context involves matters of right and wrong, or moral, conductpertaining to any aspect of marketing
communications
29
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
30
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
31
SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION
Four Aspects:
• 1) Label information
• 2) Packaging graphics
• 3) Packaging safety
• 4) Environmental implications