Introduction To Advertising

Introduction to Advertising

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Specific Objectives: GRADE 10 STUDENTS SHOULD BE ABLE TO: Define “Advertising” Identify the functions & forms of advertising/ Explain the term “loss leaders” Differentiate between an effective & non-effective advertising methods

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What is Advertising? Advertising Advertising is is paid, paid, non-personal non-personal communication communication from from an an identified identified sponsor sponsor using using Mass Mass Media Media to to persuade persuade or or influence influence an an audience. audience.

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Types of Advertising Informative Informative Advertising Advertising

Persuasive Persuasive Advertising Advertising

Competitive/Defensive Competitive/Defensive Advertising Advertising

Specialty Specialty Advertising Advertising

Cooperative/Mass Cooperative/Mass Advertising Advertising

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Types of Advertising INFORMATIVE ADVERTISING – Concerned with informing/notifying the public about the product COMPETITIVE ADVERTISING – Advertising that tries to compete with others. PERSUASIVE ADVERTISING – Designed mainly to coerce or persuade to buy goods/services. COOPERATIVE ADVERTISING – Involves a group of companies jointly pays for the advertisements SPECIALTY ADVERTISING – Advertising whereby small/ or expensive products are given away freely to persons. 5

What Makes an Ad Great? Explicit objectives should drive the planning, creation, and execution of each ad. An ad is great to the extent that it achieves its objectives, not because it wins awards. Creativity for its own sake does not always lead to great advertising. 6

Broad Dimensions That Characterize Great Advertising The ultimate test for the greatness of an Ad is whether it achieved its goals.

Strategy Strategy

Creativity Creativity Execution Execution 7

Characteristics of Great Ads

Good or great Ads work on two levels

Satisfy Satisfy the the customer’s customer’s objectives objectives by by engaging engaging them them && delivering delivering aa relevant relevant message message

Achieve Achieve the the sponsor’s sponsor’s objectives objectives 8

Roles of Advertising Marketing Marketing Role Role Communication Communication Role Role Economic Economic Role Role

Societal Societal Role Role

•Marketing is the process a business uses to satisfy consumer needs and wants through goods and services. •Advertising is a form of mass communication. •Two main views about advertising, either the market power model or the economics of information theory. •Informs us about new and improved products, teaches us how to use these innovations, etc. 9

Functions of Advertising Provide Provide product product && brand brand information information

Provide Provide incentives incentives to to take take action action

Provide Provide reminders reminders and and reinforcement reinforcement

Advertising Advertising performs performs 33 basic basic functions functions

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Players of Advertising The advertiser is the individual or organization that usually initiates the advertising process. 1. 2. 3. 4.

Manufacturers Resellers Individuals Institutions, Government Agencies 11

LOSS LEADER Goods/services deliberately sold below cost to encourage sales elsewhere Typical in supermarkets, e.g at Christmas The media are the channels of, selling rum cheaper than the usual price in the hope that people will be attracted to the store and buy other things Purchases of other items more than covers “loss” on items sold e.g “Free”mobile phone when taking on contract package 12

Advertising Tips Here are some advertising tips “Never write an advertisement you wouldn’t want your own family to read.”  “The most important decision is how to position your product.”  If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.”  “Big ideas are usually simple ideas.”  “Every word in the copy must count.” 

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