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Advertising

Advertising . Definition.

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Advertising

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  1. Advertising

  2. Definition The non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media. Advertising is usually aimed at a particular segment of population – the target audience.

  3. The Classification of Advertising

  4. By Target Audience • Consumer advertising (Seen to us as a buyer) • Business advertising (behind scenes transactions to get to consumer) • Industrial – mining i.e.: drill company advertises in • Trade - plumbing • Professional - financial • Agriculture – farming needs

  5. By Geographical Area • International advertising • National advertising • Regional advertising • Local (retail) advertising

  6. By Medium • Print advertising • Newspaper • Magazine • Broadcast advertising • Radio • Television • Out-of-home • Outdoor (billboards) • Transit • Direct mail • Mail-outs • Computer-based • Internet/pop-ups • Text messages ADVERTISE HERE

  7. By Purpose • Product (Kellogg Cereal) • Non Product (Attorney at Law) • Commercial (Boeing/Airplanes) • Action (Walk for Breast Caner) • Awareness (TRUTH ads) • Advertising may also be classified according to its purpose

  8. Advertising’s Evolution • Introduced by Greek and Roman merchants who benefited from expanded contact with other societies • Impact of printing – introduction of printing press in Germany in 1450s by Johannes Gutenberg allowed mass production of advertising

  9. Evolution Cont. • Industrial Revolution allowed mass production of goods which created a need for mass consumption. • Advertising let people know of goods and services they could have

  10. Evolution Cont. • Magazines • First real advertising medium • First Magazine – The Southern Messanger • First Advertising Agent in U.S. – Volney B. Palmer • Newspapers- • Although they were produced before magazines, they were not originally as widely used for advertising. Today, newspapers have a high volume of advertising, but Internet is growing. Newspaper readers are declining and moving to Internet.

  11. Evolution Cont. • Photography • Introduced in 1839 and replaced illustrations • Telegraph • Introduced in 1844 – enabled ads and news to travel over great distances • Direct Mail • 1896 – catalogues could be sent directly to consumers • Radio • 1920

  12. Evolution Cont. • Television • 1941 – color in 1955 • The second largest advertising medium • The Internet • 1990s

  13. Marketing Warfare • Strategic positions companies use in the marketplace • Defensive Strategy –The dominant company must defend itself against competitors aiming to knock it off the top of the mountain. • Offensive – The second and third place companies try to capture portions of the top company’s market • Flanking – Middle companies point out what makes them different • Guerilla – Try to find niches they can dominate

  14. Economic Impact of Advertising • Perceptual value of products • Prices • Competition • Consumer Demand • Consumer Choice • Business Cycle • i.e. Coffee (Starbucks vs. McDonalds)

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