CHAPTER ONE

1
CHAPTER ONE

• ADVERTISING AND PROMTION
• ARENS, 7ed

2
ADVERTISING

• Structured and composed
• Nonpersonal communication
• Usually paid
• Usually persuasive
• Identified sponsors
• Various media

3
HUMAN COMMUNICATIONS

• Source
• Encoding
• Message
• Channel
• Decoding
• Receiver
• Feedback
• Noise

4
ADVERTISING COMMUNICATIONS

• Source
• Sponsor
• Author
• Persona
• Message/Literary Form
• Autobiography
• Narrative
• Drama
• Receivers
• Sponsorial consumers
• Implied consumers
• Actual consumers

5
FUNCTIONS OF ADVERTISING

• Identify and differentiate products
• Communicate information about the product
• Induce new product trial and reuse
• Stimulate distribution
• Increase product use
• Build value, brand preference, loyalty
• Lower the overall cost of sales