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Chapter 1 Advertising Today?

Chapter 1 Advertising Today?. Chapter Overview. Identifies and explains economic, social, ethical, and legal issues advertisers must consider. Chapter Objectives. Define advertising . Define marketing. Identify the elements of marketing strategy.

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Chapter 1 Advertising Today?

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  1. Chapter 1Advertising Today?

  2. Chapter Overview Identifies and explains economic,social, ethical, and legal issues advertisers must consider

  3. Chapter Objectives Define advertising Define marketing Identify the elements of marketing strategy Distinguish it from other forms of marketing communications Discuss advertising’s role in marketing strategy Explain how advertising differs from basic human communication Explain the difference between consumer and business markets

  4. Advertising Goals • Awareness • Comprehension • Conviction • Action

  5. What is Advertising? • Structured, composed communication • Directed to groups • Paid for • Usually persuasive • About products • Identified sponsors • Transmitted through advertising media

  6. Communication Channels Newspapers & Magazines Radio & TV Billboards Mass

  7. Communication Channels E-Mail Direct Mail Mass Addressable

  8. Communication Channels Online Mass Addressable Interactive Billboards Newspapers & Magazines Radio & TV Direct Mail E-Mail Mobile

  9. Communication Channels Shopping Carts Tattoos Blimps Mass Addressable Non-traditional Interactive Billboards Newspapers & Magazines Radio & TV Direct Mail E-Mail Mobile Online

  10. Dimensions of Advertising Communication Marketing Economic Social/Ethical

  11. Human Communication Process Noise Feedback

  12. Human Communication Process Noise Source Message Channel Encoding Decoding Receiver Feedback

  13. Stern Communication Model

  14. Communication: Source Dimensions Sponsor • Legally responsible • Has a message Author • Copywriter, art director,creative group • Invisible to audience • Within the text • Lends voice or tone to ad • Real or imaginary spokesperson Persona

  15. Communication: Message Dimensions “I” tell a story aboutmyself to “you,” theimaginary audience Autobiography Narrative Third person persona tells a story about others to imagined audience Characters act in frontof imagined empathetic audience Drama

  16. Message: Autobiography Autobiography:The woman in this ad directly addresses the viewer

  17. Message: Narrative Narrative:Off-camera narrator describes the excitement of Detroit Red Wing Hockey

  18. Message: Drama Drama:Creates a scene so the reader receives the message by implication This Lego ad requires little explanation

  19. Receiver Dimensions • Every ad or commercial assumes an audience of ideal consumers Implied consumers • Decision makers at the sponsor’s organization • They decide if the ad will run Sponsorial consumers • People in the real world who comprise the target audience Actualconsumers

  20. Feedback and Interactivity Redeemed Coupons Survey Responses Phone Inquiries Increased Sales Visits to Web site Visits toa store • Lets sender know if message received, understood • Sender can tell when communication breaks down Feedback & Interactivity

  21. The Marketing Dimension Business Functional Divisions Operations Finance & Admin Marketing • Defines advertising’s role in business • Only marketing has revenue generation as primary role

  22. What is Marketing? • The process of planning and executing… • Concepts, pricing, distribution, and promotion of • Ideas, goods, and services • To create exchanges that… • Satisfy the perceived needs, wants, and objectives of individuals and organizations

  23. Advertising Classifications Target Audience Geographic Area Medium Purpose

  24. Target Markets and Audiences Consumer Markets Retail & Public Service Business/Industrial Markets Trades, Professions, &Agriculture

  25. Consumer Advertising Tidetargets business people who see the benefit of wiping out small stains

  26. B2B Advertising Microsoft targets business professionals that use Mac computers

  27. Marketing: The 4 Ps Categories ofgoods or services Product Price Strategies for competitive pricing Place Distribution and geography Promotion Communication channels

  28. Marketing Communications (Marcom) Types ofMarketing Communication Collateral Materials Product Advertising Personal Selling Sales Promotion Public Relations

  29. Marketing: IMC New media proliferation More competition Higher costs Less-efficient advertising Cynical, untrusting, sophisticated consumers Gaps between promise & delivery Need for more relationship building Movement to establish consistency among agencies & departments

  30. Marketing: IMC Collateral Materials Personal Selling Public Relations Sales Promotion Product Advertising Integrated Marketing

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