What Managers Must Learn

INTRODUCTION TO ADVERTISEMENT

BY EMRAAN

What is Advertising?

What makes titanic ? yah it was advertising which make it so titanic. In 1912 it was advertising people in England and New York who make this marvel go by letting people know from where they can get tickets?

Advertising is:

Paid, Nonpersonal Communication From An Identified Sponsor Using Mass Media to Persuade or Influence an Audience.

ADVERTISING IS:  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

ADVERTISING CAMPAIGNS 

A series of coordinated advertisements

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Single advertisement placed in multiple media

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Several different advertisements with a similar look, feel, and message

ADVERTISING DOCTRINE • 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 look 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.

CHARACTERISTICS OF GREAT ADS THE DUAL PROCESS OF GREAT ADVERTISING REACHING OBJECTVES NEED FOR UNDERSTANDING

CHARACTERISTICS OF GREAT ADS THREE BROAD DIMENSIONS OF GREAT ADVERTISING ARE • STRATEGY • CREATIVITY • EXECUTION TO JUDGE HOW WELL DOES AN AD ACHIEVE ITS GOALS, SOME TYPICAL ARE • INCREASED SALES • ATTITUDE CHANGE • HEIGHTENED BRAND AWARENESS

CLASSIFICATIONS OF ADVERTISING

By Target Audience • Consumer

By Geographic Area

• Local (retail)

• Business • Regional • National • Internationa l

By Medium

• Print

By Purpose

• Product • Nonproduct

• Broadcast (electronic) – Radio – TV • Out-of-Home • Direct-Mail

• Commercial • Noncommercial • Action • Awareness

TYPES OF ADVERTISING Interactive Advertising

Brand Advertising

Public Service Advertising

Retail or Local Advertising

Institutional Advertising Business-toBusiness Advertising

Political Advertising

Direct-Response Advertising

Directory Advertising

ROLES OF ADVERTISING Marketing Role

Communication Role

Economic Role

Societal 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.

FUNCTIONS OF ADVERTISING Provide Product & Brand Information Provide Incentives To Take Action Provide Reminders and Reinforcement

Advertising Performs 3 Basic Functions

FIVE PLAYERS OF ADVERTISING • The Advertiser is the individual or organization that usually initiates the advertising process. • The Advertising Agency plans and implements part or all of the advertising efforts. – May use an outside agency, or their own advertising department or in-house agency.

• The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e.

FIVE PLAYERS OF ADVERTISING • The Vendors are a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc. • The Target Audience may be the purchaser or the consumer of the product, or both. May need to design different ads for each group. – Critical to know as much about these target audiences as possible.

When advertiser has in house agency then the structure of the advertising process

ADVERTISING ORGANIZATION

INTERNAL ADVERTISING DEPARTMENT

IN HOUSE AGENCY • REASEARCH PLANNING • CREATIVE DEVELOPMENT • MEDIA • PRODUCTION

When advertiser DOESN’T USE in house agency then the structure of the advertising process

ADVERTISING ORGANIZATION

ADVERTISING DEPARTMENT

EXTERNAL AGENCY • FULL SERVICE AGENCY • MEDIA SPECIALISTS • CREATIVE BOUTIQUES • VENDORS (free lance writers, lightening

THE MEDIA • AD PRODUCTION. • PRINT MEDIA SUCH AS newspapers, magazines, billboards, media mail. • BROADCAST MEDIA SUCH AS TV & RADIO • SELL SPACE &TIME AT WORLD WIDE WEB • SELECTION AND ANALYSIS FOR THE TYPE OF MEDIA TO BE USED

CURRENT ADVERTISING ISSUES Interactive Advertising Integrated Marketing Communication Globalization Niche Marketing Consumer Power, Relationship Marketing and Customization

The Evolution of Advertising 1441 1850 Age of Print

1850’s -1900

19001950’s

Industrial Age of Revolution & Science Consumer Society

World War I-World War II

1950’ s

Reintroducing Advertising Consumers to Declines Marketing

1920’s

Rise of Agencies

1960’ s1970’ s Creative

1970’ s1990’ s Accountability

Era

Era

HISTORICAL ROLES OF ADVERTISING

The Industrializing Age (Mid 1700’s Europe / 1800’s in U.S. To WW1) 

Mass production / Need for mass consumption

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Cost people less to buy products than to make them

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Manufacturers were concerned with production

HISTORICAL ROLES OF ADVERTISING 

The Industrial Age

(1900’s to 1970s) Luxury

goods developed

Manufacturers

changed from a production orientation to a sales orientation

HISTORICAL ROLES OF ADVERTISING 

The Pre-industrial Age (up to start of 19th century)

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The Industrializing Age (To WW1)

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The Industrial Age (1900’s to 1970s)

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The Post Industrial Age (Starting 1980)

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The Global Interactive Age