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BSBADV404B Schedule Advertisements

Certificate IV in Public Relations. BSBADV404B Schedule Advertisements. INTRODUCTION. Session 1: Introduction & Background Schedule Advertising PRESENTED BY: Tina Smitherman. Learning Needs?. Schedule Advertising. Introduction

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BSBADV404B Schedule Advertisements

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  1. Certificate IV in Public Relations BSBADV404B Schedule Advertisements

  2. INTRODUCTION Session 1: Introduction & Background Schedule Advertising PRESENTED BY: Tina Smitherman Learning Needs?

  3. Schedule Advertising • Introduction The unit Schedule Advertising unit applies to individual’s in an entry level position in: • Media planning; • Media buying; • Account management or; • Advertising roles within an advertising team or media organisation who schedule advertising.

  4. SCHEDULE ADVERTISING • What is advertising? • It is a communications tool. • The primary purpose is to create demand • Introducing new products. • Solve problems with existing products.

  5. Background to Advertising • Advertising is related to: • Marketing • General business climate • Social conventions • Public attitudes.

  6. Background to Advertising • Pre-Marketing Era • Prehistoric times to the 17th Century very primitive. • Mass Communication Era • From the 1700’s – 1900’s advertisers reached larger audiences via newspapers and magazines. • Research Era • In the 1920’s advertisers used many techniques to reach mass audiences. • Interactive Era • Today the typical advertising model involves one-way communication via mass media. Changing to a more interactive era.

  7. Background to Advertising • Advertising is an integral part of our economy therefore advertisers operate in a environment of: • Closer scrutiny. • Complex legal and regulatory framework. • Social responsibility.

  8. PUBLIC RELATIONS ADVERTISING • Advertising was once the exclusive domain of marketing as it is expensive. • Television advertising is a powerful medium for persuasive messages. • It can compliment other campaign material such as newspaper adverts, brochures, posters, direct mail etc. • Radio can also have a major impact for getting a message across. • Downside is the amount of information that can be given in a television commercial or a radio spot is small.

  9. VIDEO TV ADVERT FOR WESTPAC RESCUE HELICOPTER • http://www.youtube.com/watch?v=ZseAu4yg3-Y WESTPAC RESCUE HELICOPTER

  10. VIDEO – MINING RESOURCES TAX ADVERT http://www.youtube.com/watch?v=DhApZucg9Ns Mining tax advert from The Australian Workers Union

  11. SUMMARY • CHANGE IS NORMAL IN ADVERTISING • Using persuasive communication to sell goods and services is as old as trade and commerce itself. • Developments in advertising is usually the result of some advance in technology e.g. Print, TV, Radio and the Web/Internet. • Advertising is no longer confined to traditional media.

  12. REVIEW • QUESTIONS: • What are the factors that have led to the rise of advertising over the last 100 years? • How has the interactive era brought changes to advertising? • DISCUSS & SHARE

  13. RESEARCH ACTIVITY • What is the role of advertising today? • What is the Advertising Standards Bureau (ASB) and what do they do? • Is there a code of ethics for advertisers or can they do what they want? • Use the web and library to find answers.

  14. SHARE ANSWERS • What is the role of advertising today? Discuss. • What do the Advertising Standards Bureau (ASB) do? • Can advertisers do what they want?

  15. Advertising code of ethics. • Code is to ensure that • advertisements are legal, decent, honest and truthful and; • that they have been prepared with a sense of obligation to the consumer and society and; • fair sense of responsibility to competitors.

  16. SESSION END • Questions • Session 2: The process.

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