2. 2
What is it?What is it?
• Advertising is a message designed to
promote a product, a service, or an
idea.
• The purpose of advertising is to sell
products or services.
3. 3
Advertising MediaAdvertising Media
• Advertising reaches people through
various forms of mass communication.
• These media include newspapers,
magazines, television, radio, the Internet,
direct mail, outdoor signs, transit signs,
window displays, point-of-purchase
displays, telephone directories, novelties.
4. 4
AIDAAIDA
• Advertising is designed to inform,
influence, or persuade people.
• To be effective, an advertisement must
first Attract attention and gain a person’s
Interest. It may then build Desire for a
product and provide a method for them to
take Action.
5. 5
Advertising TechniquesAdvertising Techniques
• Advertisers research the unique features
of the product to determine the USP
(unique selling proposition) and the big
idea—the simple message that will be
used to communicate the USP to the
target audience.
• Many firms use a SWOT analysis to help
them with their advertising techniques.
17. 17
SWOTSWOT
• Strengths
– Outstanding features of the brand
– Positive consumer perceptions of the brand
– Features that are better, different or missing
from competitor’s brands
19. 19
SWOTSWOT
• Opportunities
– What are the newest trends that have not
been addressed
– What are the latest developments in
technology
– Are there gaps in the market
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1. BASIC APPEALS1. BASIC APPEALS
• Biological
– Focus on consumer’s basic needs for health and
security
• Emotional
– Focus on the consumers’ feelings (love, romance,
pride)
• Rational
– Focus on the consumer’s reasoning abilities (cost,
safety, convenience)
• Social
– Focus on the way that social pressures influence
consumer behaviour (odour, weight, acne,
fashion)
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2.2. Attention-getting headlinesAttention-getting headlines
• A successful headline leads a person into
reading the rest of the ad.
• Some headlines attract attention by
promising the reader a personal benefit,
such as savings or improvement in
physical appearance.
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3. Slogans3. Slogans
• Short phrases that a company uses over
and over in its ads.
• Good slogans are easy to remember and
stick in people’s minds.
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4. Testimonials4. Testimonials
• Advertisements in which a person
endorses a product.
• The person may be someone who looks
like the average user of the product or it
may be a movie or TV star, athlete or
other celebrity.
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5. Product Characters5. Product Characters
• Fictional people and cartoon animals or
characters used in advertisements over a
long period of time (Jolly Green Giant)
27. 27
6. Comparison of products6. Comparison of products
• Used most frequently to sell products that
compete heavily with other brands.
• Advertisers compare their product with
similar brands and point out the
advantages of using their brand.
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7. Repetition7. Repetition
• One of the most basic techniques advertisers
use to get their message across, whether it is
a commercial broadcast several times a day or
an ad published frequently.
• Repetition can help build or reinforce a
company’s reputation. Advertisers also
believe that the more people see or hear an
advertisement, the more likely they are to
accept the message and want the product.
