2. Defining Modern Advertising
Advertising is paid persuasive
communication
Uses non-personal mass media
to reach broad audiences to
connect an identified sponsor
with a target audience
Five basic components:
1. Paid communication
2. Sponsor is identified
3. Tries to persuade or
influence
4. Reaches a large audience
5. Conveyed through
impersonal mass media
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3. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
The logic and planning behind
the ad
Advertisers develop ads to meet
objectives
Advertisers direct ads to
identified audiences
Advertisers create messages
that speak to the audience’s
concerns
Advertisers run ads in the most
effective media3
4. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
The central idea that grabs the
consumer’s attention
Creativity drives the entire field
of advertising
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5. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
Effective ads adhere to the
highest production values in the
industry
Clients demand the best
production the budget allows
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6. Key Concepts of Advertising
Strategy
Creative idea
Execution
Media
Communication channels that
reach a broad audience
How to deliver the message is
just as important coming up
with the creative idea of the
message
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7. Roles of Advertising
Marketing
Communication
Economic
Societal
The process a business uses to
satisfy consumer needs by
providing goods and services
Product category
Target market
Marketing mix
Brand
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8. Roles of Advertising
Marketing
Communication
Economic
Societal
Can reach a mass audience
Introduces products
Explains important changes
Reminds and reinforces
Persuades
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9. Roles of Advertising
Marketing
Communication
Economic
Societal
Moves from being informational to
creating demand
Advertising is an objective means for
providing price-value information, thereby
creating a more rational economy
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10. Roles of Advertising
Marketing
Communication
Economic
Societal
Informs consumers about
innovations and issues
Mirrors fashion and design trends
Teaches consumers about new
products
Helps shape consumer self-image
Perpetuates self-expression
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11. The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences
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12. The Key Players
Advertiser (client)
Agency
Media
Supplier
Audience
Uses advertising to send out a
message about its products
Initiates the advertising effort by
identifying a marketing problem
Approves audience, plan and
budget
Hires the advertising agency
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13. The Key Players
Advertiser (client)
Agency
Media
Supplier
Audience
Has strategic and creative
expertise, media knowledge,
workforce talent, and negotiating
abilities
Advertising department
In-house agency
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14. The Key Players
Advertiser (client)
Agency
Media
Supplier
Audience
The channels of communication that
carry the message to the audience
Are also companies or huge
conglomerates
Mass media advertising can be cost
effective because the costs are spread
over the large number of people the ad
reaches
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15. The Key Players
Advertiser (client)
Agency
Media
Supplier
Audience
Assist advertisers, agencies, and
the media in creating and placing
the ads
Vendor services are often cheaper
than those in-house
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16. The Key Players
Advertiser (client)
Agency
Media
Supplier
Audience
The desired audience for the
advertising message
Data-gathering technology
improves accuracy of
information about customers
Advertisers must recognize the
various target audiences they
are talking to and know as
much about them as possible
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17. What Makes an Ad Effective?
1. If it creates an impression for a product or brand
2. If it influences people to respond in some way
3. If it separates the product or brand from the competition in the mind
of the consumer
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18. What Makes an Ad Effective?
Effective advertising messages will
achieve the desired impact
(objective) on the target audience
Award Shows
EFFIES, AME, IPA
Judge effectiveness
CLIOS, One Show, Cannes
Judge creative ideas
Not all award-wining ads are
effective
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19. The Evolution of Advertising
Age of Print
Industrial Revolution and Emergence of Consumer Society
Modern Advertising Era
Accountability Era
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20. The Current Advertising Scene
Expanded view
Integrated Marketing
Communication
Globalization
Electronic media are changing
the media landscape
New media are more personal
and interactive
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21. The Current Advertising Scene
Expanded view
Integrated Marketing
Communication
Globalization
The practice of unifying all
marketing communication tools
so they send a consistent,
persuasive message
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22. The Current Advertising Scene
Expanded view
Integrated Marketing
Communication
Globalization
Increasing globalization of
marketing programs
Advertisers are moving into
global markets and agencies are
forming huge multinational
operations
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