• Three criteria must be
met.
– Must be paid for
– Delivered to
audience by mass
media
– Must persuade the
audience to action
• Inform your customers
about your product
• Persuade customers them
to buy and create a
demand.
• To remind customers of the
company
• Everyone is provided with information
• Ads help you to make wise decisions.
• Reduces search time to a product- familiar
already
– Provides us with knowledge
– Provides us with lower prices
– Spend less time shopping
History of Advertising
http://www.melcarson.com/historyadvertising-timeline-video.html
Current Advertising
Influences on Advertising
Environmental influences
• Business want to present
themselves as good
stewards of the
environment.
– Disposing of waste
responsibly
– Environmentally friendly
products
– Using sustainable energy
sources
http://www.youtube.com/watch?v=hoOfIR4Vk1o
Social and Political Influences
Two goals of ads
a.
b.
Selling a product
Maintaining a good public image
• Social responsibility- a business should
contribute to the welfare of society
• Political Ads
– Is not regulated and influences consumer
opinion
• http://www.youtube.com/watch?v=WL
RudB3Plng
http://www.youtube.com/watch?v=O0RN97e14hk
Trade Groups
• Industry trade groups- trade association
– Responsible for public relations such ad
advertising, education, political donation, lobbying
and publishing
• Collaborate between companies to develop industry
standards
• Improve the industry image
• Shape and opinion(domestic violence, smoking,
drinking and driving)
• http://www.youtube.com/watch?v=miqGOGv7QPs
• http://www.youtube.com/watch?v=SDCPbUMRCXM
Consumer influences
• Consumer behavior
– Everything that affects you as
a person.
– Each person has their own
experience that shapes us.
• Functional – makes things
easy to use . Benefits are the
same to everyone
• Emotional- things that make
you feel proud or satisfied
Functional or Emotional
Functional or emotional
Consumer Motivation
• How do we evaluate
motivation behind
purchases:
• Direction-( what they
want)
• Intensity – (How
much they want it)
Advertising Industry
Product Advertising
• Uses rational argument
to communicate why
consumers need a
specific product
– highlighting the
benefits & features
Corporate Advertising
• Institutional Advertising
• Enhance the company's
reputation or build
goodwill.
• Doesn’t promote a product
but a positive attitude
toward the company
Brand Advertising
• Brand - Combination of the
comply, product or product
line. (include name, logo,
slogan)
• Build an image based on the
set of values help by the
company