PART ONE
Foundations
INTRODUCTION TO
ADVERTISING
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Questions?
 What is advertising?
 What are the roles/functions of ad?
 What/who are the key players in ad?
 What are the types of ad?
 What is effective ad?
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WHAT IS ADVERTISING?
- Defining Modern Advertising

Advertising:
Paid persuasive communication
that uses non-personal mass media
& other forms of interactive communication
to reach broad audiences
to connect an identified sponsor
with a target audience
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WHAT IS ADVERTISING?
- The Key Concepts of Advertising
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WHAT IS ADVERTISING?
- The Key Concepts of Advertising
 Objective: what you want to achieve
 Strategy: logic+planning direction
 Creative idea: idea that grabs attention &
sticks in the memory
 Creative execution: the ad is produced
(photography + writing + acting+ setting)
 Creative media: communication
channel that the ad is delivered target
audience
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ROLES & FUNCTIONS OF
ADVERTISING
 Advertising has evolved – many roles
The Marketing Role
 Identify maker of goods
 Provide their commercial information
 Create product demand HOW?
1. Hard-sell approach - reasons to persuade
2. Soft-sell approach - build image for brand & touch
ADVERTISING Principles and Effective IMC
consumers’ emotions
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ROLES & FUNCTIONS OF
ADVERTISING
 Marketing - development of a
brand
 Distinctive identity of product that
distinguishes it from its competitors
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ROLES & FUNCTIONS OF
ADVERTISING
The Communication Role
 Advertising
 Form of mass communication
 Information to connect buyers & sellers in
market
 Informs & transforms product
 Create image beyond straightforward facts
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ROLES & FUNCTIONS OF
ADVERTISING

Marketing communication
 Advertising
 Sales promotion
 Public relations
 Direct response
 Events & sponsorships
 Packaging &
 Personal selling
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ROLES & FUNCTIONS OF
ADVERTISING
The Economic Role
 Advertising creates economic impact
HOW?
1. Help consumers assess value – price,
quality, location & reputation
2. Stimulate the competition
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ROLES & FUNCTIONS OF
ADVERTISING
The Societal Role
1.
Informs about new & improved products
2.
Helps compare products & features
3.
Informs about innovations & issues

Mirrors fashion & design trends - aesthetic sense

Educational role - new products & how to use them

Shapes self-image - role models we identify with

Express personalities & style - things we wear & use
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ROLES & FUNCTIONS OF
ADVERTISING
Advertising - basic functions:
1.
2.
3.
4.
5.
6.
7.
Builds awareness of products & brands
Creates a brand image
Provides product & brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases & brand
experiences
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THE KEY PLAYERS
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THE KEY PLAYERS

Advertising industry - complex - different
organisations
1. Advertiser
 Person/organisation - “needs to get out a
message”
 Makes final decisions - target audience,
media, budget size & campaign period
 Hires ad agency & pays the bills
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THE KEY PLAYERS
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Brand Ad
GUCCI LOUIS VUITTON PRADA FENDI
CASIO ROLEX TAG HEUER CHARRIOL
PANASONIC TOSHIBA LG MITSUBISHI
MERCEDES BENZ HONDA NISSAN
DIESEL NIKE ADDIDAS LEVI’S LEE
BLACKBERRY MOTOROLA IPHONE
S& P SWENSEN MK etc.
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THE KEY PLAYERS
2. Advertising agency or department
 Plan & implement their advertising efforts
 Believed - more efficient - ad or campaign
 Strategic & creative expertise, media
knowledge, staff talent, negotiate good deals
 Experts in specialisation areas
 Passionate about advertising
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Top Agencies
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THE KEY PLAYERS
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THE KEY PLAYERS
3. Media player
 Channels of communication - carry message
from advertiser to audience
 Internet - from audience back to advertiser
 Mass media - reach mass audience
 Media - channels of communication or media
vehicles - companies
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THE KEY PLAYERS
4. Suppliers, or vendors
 Assist advertisers, ad agencies & media to
create & place ads
 Array of suppliers mirrors - variety of tasks put together ad
 Why hire a vendor?
1.
2.
3.
4.
Advertisers - no expertise in area
May be overloaded
Want fresh perspective
Cheaper than services of someone in-house
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THE KEY PLAYERS
5. The Target Audience
 Customer or prospective ones
 Character of target audience - direct bearing on
overall advertising strategy
 Purchasers - not always product users
 Critical - recognise & know well - target audiences
 Interactive technology - ads customised to individuals
 Customisation is growing - important to know target
audience & create ads that speak to individual needs
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TYPES OF ADVERTISING

1.
9 major types of advertising:
Brand Advertising - most visible



Long-term brand identity & image
Use humor – eg Visa Gold (Exhibit 1.7)
Mass target (national & international)
Retail or Local Advertising
2.

Retail:
i.
ii.
iii.
Message – products in area
Objectives - stimulate store traffic & distinctive image for
retailer Local
Retailer/manufacturer/distributor - offers products - restricted
geographic area
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Brand Ad
GUCCI LOUIS VUITTON PRADA FENDI
CASIO ROLEX TAG HEUER CHARRIOL
PANASONIC TOSHIBA LG MITSUBISHI
MERCEDES BENZ HONDA NISSAN
DIESEL NIKE ADDIDAS LEVI’S LEE
BLACKBERRY MOTOROLA IPHONE
S& P SWENSEN MK etc.
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TYPES OF ADVERTISING
Political Advertising
3.

Politicians - vote for them or their ideas
Direct-Response Advertising
4.



Use any medium
Message - stimulate sale directly
Telephone/mail response - product delivered
direct
 Evolution of the Internet - advertising
medium
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TYPES OF ADVERTISING
Business-to-Business Advertising
5.


Directed at retailers, wholesalers & distributors
Most business advertising in publications or
professional journals
Institutional Advertising – corporate
advertising
6.


Establish corporate identity or win public over to its
point of view
Eg: Nike - reinforce brand image - ad campaign for
the Paralympics (Exhibit 1.8)
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TYPES OF ADVERTISING
7. Nonprofit Advertising
 Not-for-profit organizations - charities - advertise for
customers, members, volunteers, donations
8. Public Service Advertising
 Public service announcements PSA
 Message - good cause - eg stop drunk driving
 Ad creation, space & time - free of charge
9. Interactive Advertising
 Individual consumers - access to computer & Internet
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WHAT MAKES AN AD EFFECTIVE
 Ad that creates the impact (goal oriented)
 2 levels
1) relevant message that catches
attention, interests, remains in memory
2) ad achieves marketing objective
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AD wins the award?
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End of the Lesson
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