Advertising

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Advertising

• Basics of advertising
• Language associated with advertising

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How Many Ads to You See Each Week?

• The average person is exposed to approximately
  2000 ads each week. Do you see that many or more?

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Key words

• advertise
• advertisement
• advertising
• advertiser
• advertising agency
• advert
• ad

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Warm-up Discussion

• What are your impressions of advertising in daily
  life?
• What part has advertising played in your purchase
  or selection of products or services?
• What is your attitude towards advertising,
  positive or negative?

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Discussion

• What is advertising?

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What is advertising?
Advertising is the nonpersonal communication
of information, usually paid for and usually
persuasive in nature, about products (goods and
services), or ideas by identified sponsors
through the various media.
AMA
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Advertisings role in marketing

• Marketing is a processa series of actions or
  methods that take place sequentiallyaimed at
  satisfying customer needs profitably.
• This process includes developing products,
  pricing them strategically, making them available
  to customers through a distribution network, and
  promoting them through sales and advertising
  activities.
• 4Ps (marketing mix)
• product, pricing, place
  (distribution)
• promotion (communication)
  

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Advertisings role in marketing

• Advertising is one of the numerous tools used in
  the promotion, or communication aspect of
  marketing. (a promotional or communication tool)

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TYPES OF ADVERTISEMENTS

• Advertising Definition?

Two types 1) Product Advertisements
Purpose is a) Pioneering (informational) b)
Competitive (compare to others) c) Reminder
(refresh memory validate usage)
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Nokia - What is the type and purpose of this ad?
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Dial Soap What is the type and purpose of this ad?
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TYPES OF ADVERTISEMENTS
2) Institutional Advertisements

• Purpose is
• a) Advocacy (state company position on a cause)
• b) Pioneering (state what the company does)
• c) Reminder (reinforce promote company)

Can advertise a company or an entire industry
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Key Bank What is the type and purpose of this ad?
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The Wall Street JournalWhat is the type and
purpose of this ad?
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Designing the Advertisement
Often used in combination
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Advertising
Advertising is any impersonal, one-way mass
communication about a product or organization
that is paid for by a marketer.
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Product Advertisements
Product advertisements are advertisements that
focus on selling a specific good or service the
company offers.
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Institutional Advertisements
Institutional advertisements are advertisements
designed to build goodwill and an image for an
organization without focusing on any one product
the company makes.
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Infomercials
Infomercials are program-length(30-minute)
advertisements that take an educational approach
to communication with potential customers.
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Product Placement
Product placement is a sales promotion tool that
uses a brand-name product in a movie, television
show, video, or a commercial for another product.
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Cooperative Advertising
Cooperative advertising consists of advertising
programs by which a manufacturer pays a
percentage of the retailers local advertising
expense for advertising the manufacturers
products.
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Selecting the Right Advertising Media
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Functions of Advertising

• To identify products and differentiate them from
  others. (branding)
• To communicate information.
• To induce consumers to try new products and to
  suggest reuse. (new and repeated consumers)
• To stimulate the distribution.
• To build brand awareness, preference and loyalty.
• To lower the cost of sales. (For the cost of
  reaching just one prospect through personal
  selling, companies can reach thousands of people
  through media advertising.)

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Classifications of Advertising

• Classification by target audience
• Consumer advertising aimed at people who buy for
  their own use
• Business advertising aimed at people who buy for
  use in business
• Classification by geographic area
• International/global advertising (foreign
  markets)
• National advertising
• Regional advertising (in one area or region)
• Local advertising (in only one city or local
  trading area)

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Classifications of Advertisement

• Classification by medium
• Print advertising (newspaper, magazines,
  brochures, flyers)
• Electronic advertising (television, radio
  commercials Internet)
• Outdoor advertising (billboards, kiosks, public
  transport, events)
• Direct-mail advertising (through the Postal
  Service and by e-mail)
• POP (point of purchase) advertising

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Advertising Media Methods

• wall paintings
• web banners
• web popups
• mobile telephone screens
• shopping carts
• skywriting
• human directional
• town criers
• painted vehicles
• in-flight ads

• subway platforms
• shopping bags
• train cars
• event tickets and supermarket receipts
• e-mails (spam)
• street furniture

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Discussion

• Questions
• Outdoor advertising is increasing in many
  countries. Is this a good thing?
• What products do you think are suitable for
  outdoor advertising?
• Make a list of the advantages and disadvantages
  of the major media.