ADVERTISING
Steps to accomplish effective Advertising
I WILL GO OVER
Advertising Definition
 Agency Structure
 General Techniques to Advertising
 Advertising in Society

ADVERTISING DEFINITION
Advertising according to the book “Why it
Sells” by Marcel Danesi is defined as:
“Any type or form of public announcement
intended to direct people’s attention to
the availability, qualities and cost of
specific commodities or services”
AGENCY STRUCTURE

Each Advertising Agency Structure is
unique but most split into 5 Departments
who specialize in handling different parts
of the Advertising Campaign.

1. Account Department

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2. Account Planning Department


Creating actual campaign
4. Media Planning Department


Research and Consumer insight
3. Creative Department


Client Facing
Connecting the Audience with Media
5. Trafffic Department

Ensuring everything happens
GENERAL TECHNIQUE’S IN ADVERTISING

There are thousands of Advertising
Techniques, I will go over:
Branding
 Marketing
 Placement in Media

BRANDING



“A collection of perceptions in the mind of the
consumer” (Danesi)
Branding helps create an emotional connection
between the consumer and the product
Logos

Visual Advertising Symbols that become closely
associated with product


Example: the Fed Ex arrow, Wendy’s Girl
Brand Names:

Allow consumers to identify products

Example: Kleenex, Kelloggs
MARKETING


Marketing is how you get your brand message
to your audience
Marketing Strategy: the 4 P’s





Product
Price
Place
Promotion
Market Research
It is important to understand your target
audience or the people who will be willing to buy
your product
 Example: If your product is Miley Cyrus Tickets,
your target audience would be early teens and
their parents.

PLACEMENT IN MEDIA

After you have found your Target
Audience it is crucial that one finds a
medium that will reach the audience.

There are Five “traditional” media choices
TV
 Radio
 Paper
 Magazine
 Outdoor (billboards)


Now there is also the Internet
ADVERTISING IN SOCIETY
We are exposed to 3000 ads a day which
leads to Clutter and Saturation
 Some also argue ads create increased
materialism and Neomania (an insatiable
appetite for new objects of consumption,
whether or not they are needed)
 Some Ad Campaigns like Dove’s
“evolution” address this:
Dove's Evolution

ADVERTISING IN SOCIETY
Advertising also educates society on new
products
 Advertising can boost the economy
 Some Ads are can be emotional and evoke
positive changes


Animal rights, Asking for Donations
CONCLUSION
Advertising Agencies are made up of 5
departments, each with a specific job
 There are several Advertising techniques some
that are most important are


Branding, Marketing, and Placement
Advertising can cause clutter, and neomania
 Advertising can also educate and boost economic
growth

REFERENCES
Carter


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McNamara. “Basic Definitions:
Advertising, Marketing, Promotion, Public
Relations and Publicity, and Sales.”
http://managementhelp.org/ad_prmot/defntio
n.htm
Danesi, Marcel. Why it Sells. Maryland:
Rowman&Little Field, 2008. Print.
Lake, Laura. "What is Branding and How
important is it to your Marketing Strategy?"
Marketing. About.com. Web. 9 Nov. 2009.
Tellis, Gerard J. Effective Advertising.
California: SAGE, 2004. Print.