power of advertising
TRANSCRIPT
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Any paid form of non personal presentation and promotion of ideas, goods, or services by an
identified sponsors.
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A specific communication task to be accomplished with a specific target audience
during a specific period of time.
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BREAKING THROUGH THE CLUTTER
MESSAGE STRATEGY –CREATIVE CONCEPT
MESSAGE EXECUTION:SLICE OF LIFELIFESTYLEFANTASYMOOD & IMAGEMUSICALPERSONALITY SYMBOLTECHNICAL EXPERTISESCIENTIFIC EVIDENCETESTIMONIAL EVIDENCE
FORMAT ELEMENTS
DEVELOPING STRATEGY
SETTING BUDGET
ADVERTISING OBJECTIVE
EVALUATION OF ADVERTISING
EFFECTIVENESS
MEDIA TYPES:
TV COMMERCIALS BILLBOARDSRADIONEWSPAPERS & MAGAZINESINTERNET EMAILSMOBILE PHONE
MEDIA VEHICLESMEDIA TIMINGS
CREATING THE MESSAGE
SELECTING THE MEDIA
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POSTPURCHASE DECISION
PURCHASE DECISION
EVALUATION OF ALTERNATIVES
INFORMATION SEARCH
NEED RECOGNITION
MARKETEERCREATE NEEDS
INFLUENCED BY CONSUMER
CHARACTERISTICS & BEHAVIOR
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• Awareness of Aids
• Hazards of Smoking
• Family Planning
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Manipulation & Deception
Unfair & Injustice
• Smoking
• Discrimination & Obsession
• Violence
• Promotion of Unhealthy Food
• Online Advertisements
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• Relating to commerce. In the investment field, the term "commercial" is generally used to refer to a trading entity engaged in business activities that are hedged by positions in the futures or options markets. A commercial plays an active role in the futures and forward markets, ranging from the initial production to the final sales.
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• Different Age Groups
• Culture
• Breaking the Barriers
• Constructive Influence of Technology
• Easy Information Seeking
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Principles of MarketingBy Philip Kotler
Ethics and the Conduct of Businessby John Boatright