2. What is Advertising?
Role of Advertising
Advertising Challenges
Advertising Strategy
Components of Advertising Strategy
Classroom Exercise
Conclusion
3. “Advertising is what you do when you can't go
see somebody. That's all it is.”
- Fairfax Cone
4. Advertising is about selling. By nature,
advertising is neither neutral nor objective.
Pleading its case through the strongest, most
persuasive means, advertising informs,
entertains and sells.
Occasionally, it even inspires.
5.
6.
7. Consumers are not persuaded by illogical or irrational
promises and can see through ill-conceived ideas.
You might be surprised to learn that 80 to 90 percent of
new products launched FAIL.
Think about yourself as a consumer for a moment. How
do you respond to the advertising you are exposed to
each day? Do you run out and buy everything you see
and hear advertised? Are you easily convinced that you
absolutely need to buy a product?
8. The key to creating advertising that engenders
persuasion is to have a sound and properly focused
advertising strategy. It is necessary to understand who
the consumer is and what his/her attitudes and product
usage habits are in order to develop this strategy.
9. An advertising strategy identifies who the prospective
target is and defines his/her needs, wants and desires.
This meaningful information, when clearly and
creatively executed, should translate to a call to action:
"I'm going to buy this product.“
“In our factory, we make lipstick; in our advertising, we
sell hope.” - Charles Revson, Founder of Revlon
Cosmetics