PART ONE Foundations

1. PART ONEFoundations 1 INTRODUCTION TO ADVERTISING ADVERTISING Principles and Effective IMC Practice

2. ADVERTISING Principles and Effective IMC Practice

3. Questions? • What is advertising? • What are the roles/functions of ad? • What/who are the key players in ad? • What are the types of ad? • What is effective ad? ADVERTISING Principles and Effective IMC Practice

4. WHAT IS ADVERTISING?- Defining Modern Advertising • Advertising: Paid persuasive communication that uses non-personal mass media & other forms of interactive communication to reach broad audiences to connect an identified sponsor with a target audience ADVERTISING Principles and Effective IMC Practice

5. WHAT IS ADVERTISING?- The Key Concepts of Advertising ADVERTISING Principles and Effective IMC Practice

6. WHAT IS ADVERTISING?- The Key Concepts of Advertising • Objective: what you want to achieve • Strategy: logic+planning direction • Creative idea: idea that grabs attention & sticks in the memory • Creative execution: the ad is produced (photography + writing + acting+ setting) • Creative media: communication channel that the ad is delivered target audience ADVERTISING Principles and Effective IMC Practice

7. ROLES & FUNCTIONS OF ADVERTISING • Advertising has evolved – many roles The Marketing Role • Identify maker of goods • Provide their commercial information • Create product demand HOW? • Hard-sell approach - reasons to persuade • Soft-sell approach - build image for brand & touch consumers’ emotions ADVERTISING Principles and Effective IMC Practice

8. ROLES & FUNCTIONS OF ADVERTISING • Marketing - development of a brand • Distinctive identity of product that distinguishes it from its competitors ADVERTISING Principles and Effective IMC Practice

9. ROLES & FUNCTIONS OF ADVERTISING The Communication Role • Advertising • Form of mass communication • Information to connect buyers & sellers in market • Informs & transforms product • Create image beyond straightforward facts ADVERTISING Principles and Effective IMC Practice

10. ROLES & FUNCTIONS OF ADVERTISING • Marketing communication • Advertising • Sales promotion • Public relations • Direct response • Events & sponsorships • Packaging & • Personal selling ADVERTISING Principles and Effective IMC Practice

11. ROLES & FUNCTIONS OF ADVERTISING The Economic Role • Advertising creates economic impact HOW? • Help consumers assess value – price, quality, location & reputation • Stimulate the competition ADVERTISING Principles and Effective IMC Practice

12. ROLES & FUNCTIONS OF ADVERTISING The Societal Role • Informs about new & improved products • Helps compare products & features • Informs about innovations & issues • Mirrors fashion & design trends - aesthetic sense • Educational role - new products & how to use them • Shapes self-image - role models we identify with • Express personalities & style - things we wear & use ADVERTISING Principles and Effective IMC Practice

13. ROLES & FUNCTIONS OF ADVERTISING Advertising - basic functions: • Builds awareness of products & brands • Creates a brand image • Provides product & brand information • Persuades people • Provides incentives to take action • Provides brand reminders • Reinforces past purchases & brand experiences ADVERTISING Principles and Effective IMC Practice

14. THE KEY PLAYERS ADVERTISING Principles and Effective IMC Practice

15. THE KEY PLAYERS • Advertising industry - complex - different organisations • Advertiser • Person/organisation - “needs to get out a message” • Makes final decisions - target audience, media, budget size & campaign period • Hires ad agency & pays the bills ADVERTISING Principles and Effective IMC Practice

16. THE KEY PLAYERS ADVERTISING Principles and Effective IMC Practice

17. Brand Ad GUCCI LOUIS VUITTON PRADA FENDI CASIO ROLEX TAG HEUER CHARRIOL PANASONIC TOSHIBA LG MITSUBISHI MERCEDES BENZ HONDA NISSAN DIESEL NIKE ADDIDAS LEVI’S LEE BLACKBERRY MOTOROLA IPHONE S& P SWENSEN MK etc. ADVERTISING Principles and Effective IMC Practice

18. THE KEY PLAYERS • Advertising agency or department • Plan & implement their advertising efforts • Believed - more efficient - ad or campaign • Strategic & creative expertise, media knowledge, staff talent, negotiate good deals • Experts in specialisation areas • Passionate about advertising ADVERTISING Principles and Effective IMC Practice

19. Top Agencies ADVERTISING Principles and Effective IMC Practice

20. THE KEY PLAYERS ADVERTISING Principles and Effective IMC Practice

21. THE KEY PLAYERS • Media player • Channels of communication - carry message from advertiser to audience • Internet - from audience back to advertiser • Mass media - reach mass audience • Media - channels of communication or media vehicles - companies ADVERTISING Principles and Effective IMC Practice

22. THE KEY PLAYERS • Suppliers, or vendors • Assist advertisers, ad agencies & media to create & place ads • Array of suppliers mirrors - variety of tasks - put together ad • Why hire a vendor? • Advertisers - no expertise in area • May be overloaded • Want fresh perspective • Cheaper than services of someone in-house ADVERTISING Principles and Effective IMC Practice

23. THE KEY PLAYERS • The Target Audience • Customer or prospective ones • Character of target audience - direct bearing on overall advertising strategy • Purchasers - not always product users • Critical - recognise & know well - target audiences • Interactive technology - ads customised to individuals • Customisation is growing - important to know target audience & create ads that speak to individual needs ADVERTISING Principles and Effective IMC Practice

24. TYPES OF ADVERTISING • 9 major types of advertising: • Brand Advertising - most visible • Long-term brand identity & image • Use humor – eg Visa Gold (Exhibit 1.7) • Mass target (national & international) • Retail or Local Advertising • Retail: • Message – products in area • Objectives - stimulate store traffic & distinctive image for retailer Local • Retailer/manufacturer/distributor - offers products - restricted geographic area ADVERTISING Principles and Effective IMC Practice

25. Brand Ad GUCCI LOUIS VUITTON PRADA FENDI CASIO ROLEX TAG HEUER CHARRIOL PANASONIC TOSHIBA LG MITSUBISHI MERCEDES BENZ HONDA NISSAN DIESEL NIKE ADDIDAS LEVI’S LEE BLACKBERRY MOTOROLA IPHONE S& P SWENSEN MK etc. ADVERTISING Principles and Effective IMC Practice

26. TYPES OF ADVERTISING • Political Advertising • Politicians - vote for them or their ideas • Direct-Response Advertising • Use any medium • Message - stimulate sale directly • Telephone/mail response - product delivered direct • Evolution of the Internet - advertising medium ADVERTISING Principles and Effective IMC Practice

27. TYPES OF ADVERTISING • Business-to-Business Advertising • Directed at retailers, wholesalers & distributors • Most business advertising in publications or professional journals • Institutional Advertising – corporate advertising • Establish corporate identity or win public over to its point of view • Eg: Nike - reinforce brand image - ad campaign for the Paralympics (Exhibit 1.8) ADVERTISING Principles and Effective IMC Practice

28. TYPES OF ADVERTISING • Nonprofit Advertising • Not-for-profit organizations - charities - advertise for customers, members, volunteers, donations • Public Service Advertising • Public service announcements PSA • Message - good cause - eg stop drunk driving • Ad creation, space & time - free of charge • Interactive Advertising • Individual consumers - access to computer & Internet ADVERTISING Principles and Effective IMC Practice

29. WHAT MAKES AN AD EFFECTIVE • Ad that creates the impact (goal oriented) • 2 levels 1) relevant message that catches attention, interests, remains in memory 2) ad achieves marketing objective ADVERTISING Principles and Effective IMC Practice

30. AD wins the award? ADVERTISING Principles and Effective IMC Practice

31. End of the Lesson ADVERTISING Principles and Effective IMC Practice