Introduction to Advertising A Passion for the Business Chapter 1

1. Introduction to Advertising A Passion for the Business Chapter 1

3. SURPRISE QUIZ?

15. Who am I? Veni Vidi Vici

16. CHAPTER KEY POINTS Questions We’ll Answer • What is advertising and what are its key components? • How has advertising evolved? • What are advertising’s main roles? • Who are the key players in advertising?

17. WHAT IS ADVERTISING? Defining Modern Advertising The Evolution of the Definition of Advertising • Identification • Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store.

21. Lincoln Cathedral-1400 A.D.

22. WHAT IS ADVERTISING? Defining Modern Advertising The Evolution of the Definition of Advertising • Identification • Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store. • Information • Gutenberg’s movable type mechanized the printing process leading to mass communication.

24. WHAT IS ADVERTISING? Defining Modern Advertising The Evolution of the Definition of Advertising • Identification • Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store. • Information • Gutenberg’s movable type mechanized the printing process leading to mass communication. • Promotion • The Industrial Revolution led to surplus goods, improved transportation, and the need for new media.

25. When supply outstrips demand • Wants vs. Needs • Need to create preference

27. http://www.youtube.com/watch?v=DXRaboSo70A&feature=related

28. WHAT IS ADVERTISING? Defining Modern Advertising The Evolution of the Definition of Advertising • Identification • Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store. • Information • Gutenberg’s movable type mechanized the printing process leading to mass communication. • Promotion • The Industrial Revolution led to surplus goods, improved transportation, and the need for new media. • Brand Sales • Advertisers became concerned about making ads that worked and defining standards of effective advertising.

32. WHAT IS ADVERTISING? Defining Modern Advertising • A type of communication intended to impact consumer thoughts, feelings and actions. • A form of marketing communication

33. WHAT IS ADVERTISING? Defining Modern Advertising Five Basic Factors of Advertising Paid communication Sponsor is identified Tries to inform or persuade Reaches a large audience Message conveyed through many different kinds of largely nonpersonal mass media

34. What is your book’s definition? “Advertising is a paid form of communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience) and provide information about products (goods, services, ideas).”

35. Let’s have a working definition Advertising is a sponsored media message intended to persuade you to think, do, or buy something.

36. WHAT IS ADVERTISING? Components of Advertising • Strategy • Creative idea • Execution • Media • The strategy is the logic and planning behind the ad that gives it direction.

37. WHAT IS ADVERTISING? Components of Advertising • Strategy • Creative idea • Execution • Media • The central idea grabs the consumer’s attention and sticks in memory.

38. WHAT IS ADVERTISING? Components of Advertising • Strategy • Creative idea • Execution • Media • Production Values

39. ROLES AND TYPES OF ADVERTISING Components of Advertising • Strategy • Creative idea • Execution • Media • Television, Internet, magazines, and other media are used to reach a broad audience.

40. ROLES AND TYPES OF ADVERTISING Roles of Advertising • Marketing • Communication • Economic • Societal • Marketing is satisfying customer wants and needs by providing products (goods, services, ideas).

41. ROLES AND TYPES OF ADVERTISING Roles of Advertising • Marketing • Communication • Economic • Societal • Advertising is a message to a consumer about a product, designed to create a response.

42. ROLES AND TYPES OF ADVERTISING Roles of Advertising • Marketing • Communication • Economic • Societal • Cost-efficient and lowers prices for consumers. • Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques.

43. ROLES AND TYPES OF ADVERTISING Roles of Advertising • Marketing • Communication • Economic • Societal • Informs about innovations and issues • Helps us compare products • Mirrors fashion and design trends • Helps shape consumer self-image • Facilitates self-expression • Presents images about diversity in our world

44. ROLES AND TYPES OF ADVERTISING Types of Advertising • Brand Advertising • Focused on long-term brand identity and image • Retail or Local Advertising • Focused on selling merchandise in a geographical area • Direct Response Advertising • Tries to stimulate a sale directly • Business-to-Business • Sent from one business to another

45. Brand ad • Ariel Ad

49. Brand or Retail? • Burger King

50. ROLES AND TYPES OF ADVERTISING Types of Advertising • Institutional (Corporate) Advertising • Focused on establishing a corporate identity or winning the public over to the organization’s point of view • Nonprofit Advertising • Used by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers, and donors • Public Service Advertising • Usually produced and run for free on behalf of a good cause