ADVERTISING

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ADVERTISING

• Paid non-personal communication transmitted to a
  target audience through mass media.
• Literally 100s of classifications and media
  types.
• Not just for profit businesses. Many non-profit
  businesses regularly advertise.

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ADVERTISING CAMPAIGN

• Creation and execution of a series of ads.
• Milk Campaign Got Milk?
• Budweiser Whats Up!
• Census 2000

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MEDIA PLAN

• Specifies media vehicles and schedule for running
  the advertisements.
• Reach
• Frequency
• Comparison Indicators (e.g., CPM)

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ADVERTISING ISSUES

• Communication Objectives versus Sales Objectives!
• Accountability!

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BASIC TARGET AUDIENCE MOTIVATIONS

• Emotional Motivated by the emotional appeal of
  the message.
• Rational Motivated by logic or rationale of
  message.
• Combo!

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ADVERTISING FUNCTIONS

• INFORM
• PERSUADE
• REMIND

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ADVERTISING TYPES

• Product Promotes use, features, and benefits of
  products.
• Institutional/Corporate Advertising Promotes
  organizational images, ideas, or political
  issues.
• Advocacy Promotes a companys position on a
  specific public issue.
• Comparative Compares characteristics of two or
  more specific brands.

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BASIC ADVERTISING APPEALS

• Slogans
• Image
• Humor
• Fear/Anxiety
• Celebrity Endorsed
• Slice of Life

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BASIC MAGAZINE AD

• Headline
• Sub-headline
• Illustration
• Body Copy
• Signature
• Layout

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STORYBOARD

• Used to develop commercials.
• A mockup combining copy and visual material to
  show the sequence of major scenes in a commercial.

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