3. As defined by the Advertising Association of the UK,
Advertising is a means of communication with the users
of a product or service. Advertisements are messages
paid for by those who send them and are intended to
inform or influence people who receive them.
4. Advertising is a method of promotional communication that is
available to any marketer with the funds to utilize it.
Advertising has existed, in one form or another, for as long as
mankind has communicated about the trading goods and
services. Advertising:
• Is "non-personal" communication (it's aimed at the masses)
• Is "paid" communication
• Is used to promote products/goods, services, and ideas
• Identifies its sponsor in the message
What Is Advertising?
8. Objectives Of Advertising
Advertising is planned based on a communication objectives. Although advertising is part of the marketing
process, its objective is always one of communicating, whether the aim is to inform, to persuade, to remind,
or to reinforce a message.
Advertising is categorized or classified based on objectives, and different advertisements or advertising
campaigns can have different objectives:
Informative advertising is that which seeks to create brand awareness and/or knowledge of new products or
new features in existing products
Persuasive advertising has a goal of creating liking, preference, conviction, and/or purchase of a product or
service. Reminder advertising works to stimulate repeat purchase of products and services
Reinforcement advertising tries to convince current purchasers that they made the right choice when they
purchased a product/service.
9. Qualities Of Good Advertising
There are some qualities of advertising that can be noted:
• Advertising is pervasive
• Advertising is amplified expressiveness
• Advertising is impersonal
• Advertising involves the purchase of right media
10. Types Of Advertising Appeals
Emotional Appeal Sex Appeal
Music Appeal Scarcity Appeal
Masculine/Feminine
Appeal
Brand Appeal
Snob Appeal Adventure Appeal
Endorsement
Appeal
Sensitivity Appeal
To name a few..
11. How Does Advertising Add Value To The Brand?
Exposure: Establish Brand Identity
Brand identity is determined by a variety of components: the brand’s
logo, fonts and colors, web presence, and other visual elements.
Influence: Ensures Brand Creditability
Customers are more likely to buy from brands they trust, and
effective brand advertising inspires trust and builds credibility. One
way to do this is to portray your brand as an industry leader to
outperform competitors.
Engagement: Builds Strong Connections With The Prospects
The best brand ads are those that offer solutions and help build
strong connections with prospects. In addition to making intellectual
sense (targeting the most appropriate audience), these ads must also
make emotional sense to encourage meaningful communication and
engagement. If people feel they can’t communicate and form a
personal relationship with your brand, they will likely forget about
you.
12. Advertising Tools
Advertising
Tools
Web & Social
Media
TV & Radio
Telemarketing
Print and
Outdoor
Print and Outdoor Advertising
Print and outdoor advertisements relay information to consumers through
physical means. Print advertisements are ads placed in publications. Outdoor
advertising include billboards, signs and posters.
TV and Radio Advertising
TV and radio ads can potentially reach millions of consumers simultaneously.
The effectiveness of TV and radio ads depends on the popularity of the show
during which the ads are broadcast. The time of day and popularity of
programming govern how expensive it is to buy TV and radio ads.
Telemarketing
Telemarketing is a means of advertising over the phone. Phone marketing
engages consumers directly and requires their full attention, which can make
it an effective advertising method, but some consumers consider phone
advertising an annoyance.
Web & Social Media
Web and social media advertisements communicate with consumers
through the internet. Web advertisements can take many forms -- from
text and banner ads on websites to full TV-style commercials aired before
or during video content.
