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1、Introduction to Advertising,Advertising Principles and Practices,1-2,Part One:Foundations,Provides an introduction to advertisingits role,key players,and historyDefines advertisings role in marketing including key players and new developmentsExamines advertisings relationship to society including re
2、gulations and ethics in advertising,(Insert new book cover),Questions Well Answer,What is advertising and what are its key components?What are advertisings main roles,and what are the most important types of advertising?Who are the key players in advertising?How has advertising evolved,and how have
3、these developments affected current advertising practice?,1-3,Prentice Hall,2009,Exhibit 1.1 here Stills from truth commercial,What was the purpose of this campaign?What was the message?What media did this campaign use?,Visit the Site,1-4,Prentice Hall,2009,1-5,Defining Modern Advertising,A complex
4、form of communication using objectives and strategies to impact consumer thoughts,feelings,and actions.A form of marketing communication(all the techniques marketers use to reach their customers and deliver their messages).,WHAT IS ADVERTISING?,1-6,Defining Modern Advertising,The Evolution of Advert
5、isingIdentificationSimple images found in ancient Babylonia,Egypt,Greece,and Rome identified a business,manufacturer,or store.Information Gutenbergs movable type mechanized printing leading to mass communication.PromotionThe Industrial Revolution led to surplus goods,improved transportation,and the
6、need for new media.SalesAdvertisers became concerned about making ads that worked and defining standards of effective advertising.,1-7,Defining Modern Advertising,Principle:An effective advertisement is one that can be proven to meet its objectives.,Five Basic Factors of AdvertisingPaid communicatio
7、nSponsor is identifiedTries to inform or persuadeReaches a large audienceMessage conveyed through many different kinds of largely nonpersonal mass media,1-8,Four Components of Advertising,1-9,Four Components of Advertising,1.Advertising StrategyThe strategy is the logic and planning behind the ad th
8、at gives it direction.Advertisers develop ads to meet objectives.Advertisers direct ads to identified audiences.Advertisers create a message that speaks to the audiences concerns.Advertisers run ads in the most effective media.,1-10,Four Components of Advertising,2.Creative IdeaThe creative concept
9、is the central idea that grabs the consumers attention and sticks in memory.Planning strategy requires creative problem solving.Research involves creativity.Buying and placing ads requires creative thinking.,1-11,Four Components of Advertising,3.Creative ExecutionEffective ads are well executed refl
10、ecting the highest production values in the industry.Clients demand the best production the budget allows.,1-12,Four Components of Advertising,4.Media Planning/BuyingTelevision,Internet,magazines,and other media are used to reach a broad audience.Deciding how to deliver the message requires creativi
11、ty.,Principle:In advertising how you say something and where you say it is just as important as what you say.,1-13,Four Roles of Advertising,1.The Marketing RoleMarketing is satisfying customer wants and needs by providing products(goods,services,and ideas).The marketing department is responsible fo
12、r selling the product using the 4 Ps(product,price,place/distribution,and promotion)and brand development.,Principle:A product can be services and ideas as well as goods.,1-14,Four Roles of Advertising,2.The Communication RoleAdvertising is a message to a consumer about a product,designed to create
13、a response.It is also a form of marketing communication.Advertising uses mass communication to transmit product information to connect buyers and sellers in them marketplace.,Principle:One of advertisings most important strengths is its ability to reach a large audience.,1-15,StrengthsCan reach a la
14、rge audienceIntroduces products and brandsBuilds awareness of products and brandsCreates brand imagesProvides informationReminds and reinforcesPersuades,ExamplesA commercial in the Super Bowl can reach more than 100 million consumers.The“1984”commercial for the Apple McIntosh sold out the entire inv
15、entory in one day.The success of the launch of the iPod was due in part to the great silhouette posters that showed people dancing to the music on their iPods.The success of the new VW Beetle was largely built on its ability to connect with the anti-status image of the original“lowly”Beetle.The trut
16、h campaign informs teens that“Tobacco kills 1,200 people a day.”Procter&Gambles Ivory Soap has been advertised continuously since the late 1800s.Nike campaigns,with the“Just do it”personal achievement message,have helped increase sales by 300 percent during the 1990s.,Table 1.1 The Strengths of Adve
17、rtising,1-16,Four Roles of Advertising,3.The Economic RoleBecause it reaches large groups of people,advertising makes marketing more cost-efficient and lowers prices for consumers.Advertising creates a demand for a brand using hard sell(persuading)and soft sell(image building)techniques.,1-17,The Ec
18、onomic Role,Advertising is a means to objectively provide price-value information,creating a more rational economy.,1-18,Four Roles of Advertising,4.The Societal RoleInforms consumers about innovations and issuesHelps us compare products and featuresMirrors fashion and design trendsTeaches consumers
19、 about new products and how to use themHelps shape consumer self-imageFacilitates self-expression through purchasesPresents images about diversity in our world,1-19,Types of Advertising,Brand AdvertisingFocused on long-term brand identity and imageRetail or Local AdvertisingFocused on selling mercha
20、ndise in a geographical areaDirect Response AdvertisingTries to stimulate a sale directlyBusiness-to-BusinessSent from one business to another,Principle:All types of advertising demand creative,original messages that are strategically sound and well executed.,1-20,Types of Advertising,Institutional
21、AdvertisingFocused on establishing a corporate identity or winning the public over to the organizations point of viewNonprofit AdvertisingUsed by nonprofits like charities,associations,hospitals,orchestras,museums,and churches for customer,members,volunteers,and donorsPublic Service AdvertisingUsual
22、ly produced and run for free on behalf of a good cause,1-21,The Key Players:the Advertiser,Wants to send out a message about its businessInitiates effort by identifying a problem that advertising can solveSelects the target audience,sets the budget,and approves the ad plan Hires the agencyAgency of
23、record(AOR)does the most business;manages other agencies,1-22,Top Ten U.S.Advertising Categories,1-23,Top Ten U.S.Advertisers,1-24,Agencies have the strategic and creative expertise,media knowledge,talent,and negotiating abilities to operate more efficiently than the advertiser.Some large advertiser
24、s have in-house departments.,Key Players:Agency,1-25,Media are channels of communication that carry the message to the audience Theyre vehicles,but also large media conglomerates like Time Warner and Viacom.,Key Players:Media,Principle:Mass media advertising can be cost effective because the costs a
25、re spread over the large number of people the ad reaches.,1-26,Group of service organizations that assist advertisers,agencies,and the media in creating and placing ads by providing specialized servicesArtists,writers,photographers,directors,producers,printers,freelancers,and consultants,Key Players
26、:Suppliers,Insert,1-27,People to whom an ad is directedtheir responses determine if advertising is effective.Targeting is the process of identifying the people in the desired audience.Interactive technology allows ads to be customized to the target audiences individual needs.,Key Players:Target Audi
27、ences,Insert,The Development of Advertising,1-28,Prentice Hall,2009,The Development of Advertising,1-29,Prentice Hall,2009,The Development of Advertising,1-30,Prentice Hall,2009,1-31,Current Developments,The New AdvertisingElectronic media are making advertising more intimate,interactive,and persona
28、lized.Advertising must evolve to keep up with technology.Creativity involves more than just the ads big idea,but finding new ways to engage consumers beyond traditional mass media.,1-32,Current Developments,InteractivityBuzz is getting people to talk about the event,idea or brand.People contact comp
29、anies by phone,the Internet,and through friends.Advertising must change to also become more interactive.,1-33,Current Developments,Integrated Marketing Communication(IMC)IMC means unifying all marketing communication messages and tools to send a consistent,persuasive message promoting the brands goa
30、ls.Stakeholders are also important in IMC.Synergy means messages have more impact working jointly than on their own.,1-34,Current Developments,GlobalizationThe elimination of trade barriers in the 1990s opened huge international markets.Agencies are forming multinational operations to to address the
31、se markets.Should advertisers practice local or global advertising?,1-35,Current Developments,What makes an ad effective?Gets attentionCreates a positive impression for a brandSeparates the brand from the competitionInfluences people to respond in the desired way,Principle:An ad that worksthat is ef
32、fectiveis one where the target audience responds as the advertiser intended.,1-36,Current Developments,Effectiveness and Awards ShowsEFFIE awards recognize effective advertising.Others are advertising and marketing effectiveness(AME),Canadas Cassie Awards,and London-based Institute of Practitioners
33、Awards(IPA).Clios,the One Show,and the Cannes Lions Awards recognize creativity.,Visit the Site,1-37,The Truth about the truth Campaign,Did the campaign work for the client?What is the evidence that it worked?,1-38,Discussion Questions,1-39,Discussion Question 1,“Ill tell you what great advertising
34、means,”said advertising major Bill Slater during a heated discussion.“Great advertising is the ability to capture the imagination of the publicthe stuff that sticks in the memory,like Aflac duckthats what great is.”Marketing major Phil Graham disagrees:“Bill,you missed the point.Advertising is a pro
35、motional weapon.Greatness in advertising means commanding attention and persuading people to buy something.No frills,no cutenessgreat advertising has to sell the public and keep them sold.”How do you define effective advertising?,1-40,Discussion Question 2,You belong to an organization that wants to
36、 advertise a special event it is sponsoring.You are really concerned that the group not waste its limited budget on advertising that doesnt work.Outline a presentation you would make to the groups board of directors that explains advertising strengths and why they are important for this group.Then e
37、xplain the concept of advertising effectiveness.In this situation,what would be effective and what wouldnt be?What are the kinds of effects you would want the advertising to achieve?How would you know if it works?,1-41,Discussion Question 3,Three-minute debate:In class,Mark tells the instructor that
38、 all this history of advertising stuff is irrelevant.The instructor asks the class to consider why it is important to understand the historical review of advertising definitions and advertising practices.What would you say either in support of Marks view or to change his mind?Organize into small tea
39、ms with pairs of teams taking one side or the other.In class,set up a series of three-minute debates in which each side takes half the time to argue its position.Every team of debaters must present new points not covered in the previous teams presentations until there are no arguments left to presen
40、t.Then the class votes as a group on the winning point of view.,1-42,All rights reserved.No part of this publication may be reproduced,stored in a retrieval system,or transmitted,in any form or by any means,electronic,mechanical,photocopying,recording,or otherwise,without the prior written permission of the publisher.Printed in the United States of America.,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall,
