Download - Chap-1The Foundation of Advertisement
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The Foundation ofThe Foundation of
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Chapter # 1
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Advertising: Many Faces, Many Places
Advertising is virtually everywhere in daily life, and its
forms and roles are both contested and admired.
Some see advertising as both the mirror and the maker of
culture.
Others say advertising is purely economic activity with one
purpose that is to sell.
It create magic in the market place.
For example: Telenor emphasize on advertisement to
capture the major market segment.
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Inside The World of Advertising
Advertising is the paid, nonpersonal communication of
information about products or ideas by an identified sponsor
through the mass media in an effort to persuade or influence
behavior.
Advertisers are people or organizations that seek to sell
product or influence people through advertising.
Advertisers generally hire advertising agencies.
They use medium to communicate message, medium can
me media, suppliers or any thing suitable for organization.
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Types of advertising
By target audience.
By geographical area.
By media used.
By purpose.
(See exhibit 1.3 on page 5)
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Functions of Advertising
To differentiate products from their competitors.
To communicate product information.
To urge product use.
To expand product distribution.
To increase brand preference and loyalty.
To reduce overall sales cost.
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Advertising and Marketing
Advertising helps persuade customers to select one product
rather than another.
Marketing is the conception, pricing, promotion, and
distribution of ideas, goods, and services that satisfy the
needs of individuals and organizations.
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Marketing Mix
Price: Price is the value, usually in monitory term, that
seller ask for their products.
Amount charged, Price image, price reductions.
Distribution: The process of moving products from the
producer to the customer is distribution.
Marketing channels, Markets covered, Transportation.
Promotion: Promotion covers the variety of techniquesused to communicate with customers and potential
customers (This is where advertising come in)
Advertising, Personal selling, Sales promotion, Public
relations.
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Advertising and Communication
Advertising is first and foremost a process of
communication.
The advertiser has a message to communicate, and it wants
a response such as higher sales or more votes.
Whether the message involves words or pictures, education
or persuasion, its important to understand the
communication process.
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Communication Process The communication process is complex, and feedback in
the form of purchases or other audience action is essential ifadvertisers are to determine whether their message have
been received and interpreted as intended.
Source
Encoding
Message
Medium
Decoding
Audience
Noise
Feedback ( See exhibit 1.10 on page 14)
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The Evolution of Advertising
The early days
The industrial Revolution
The age of technology
Print media (News papers, Magazines)
Electronic Media (Radio, Television)
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Today's Challenges and Opportunities
Better local and global targeting
Enhanced creativity through technology
New media horizons
Result driven advertising
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Advertising Planning Process
Advertiser move through an eight step process as they plan,
execute, and evaluate their advertising program. Once they
have determined the results of their ad campaigns,
advertisers can use this information to reexamine theircurrent situation and make any needed changes.
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Advertising Planning ProcessStep 1: Analyze the current situation
Step 2: Define the audience
Step 3: Develop marketing goals and a marketing plan
Step 4: Develop advertising goals and advertising plan
Step 5: Set the advertising budget
Step 6: Develop and execute
the creative strategyStep 7: Develop and
execute the media strategy
Step 8: Evaluate advertising effectiveness