Advertising

1. Advertising Easy as PIE: Presenting in English

2. Plan of the lecture Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.  Steuart Henderson Britt • Definitions • Classifications (types of advertising) • Advertising techniques in print and TV • Special technique

3. Definitions • Advertising- the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product/services to the customers. • Advertisement– Impersonal communication usually paid for & usually persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. Something (such as a short film or a written notice) that is shown or presented to the public to help sell a product or to make an announcement Important terms: Television advertisement, TV commercial, commercial, advert, ad

4. We advertise for… • Increasing the sales of the product/service • Creating and maintaining a brand identity or brand image. • Communicating a change in the existing product line. • Introduction of a new product or service. • Increasing the buzz-value of the brand or the company.

5. Classification by the goals

6. Product lifecycle

7. Classification by the type of media 

8. ATL vs BTL

9. Advertising techniques in printed and TV commercials • Slogans and Weasel Words • Arouse Curiosity • Emotional Appeal (heart strings) • Concepts that Make us Feel Good • Beauty • Children • Celebrities • Real Life Situations • Joining the Bandwagon • Music Effects • Bit of Humor • Scientific or Statistical Claims • Consumer Intelligence

10. Natasha, You are welcome!