chapter 1 advertising

• Advertising


  Paid form of communication, Sponsor is identified, Strategic communication driven by objectives, Large audience of potential customers, Conveyed through many different kinds of mass media
• Advertising strategy


  • The logic and planning behind the advertising that gives direction and focus
• Creative idea


  • The central idea that grabs your attention and sticks to your memory
• Creative execution


  • The details, photography, writing, acting reflect the highest production values
• Creative media use


  • Message have to be delivered. Use channels that reach broad audience
• Soft sell


  Build an image for a brand and touch consumer emotion
• Hard sell


  Use reason to persuade consumers
• Marketing role


  A process business uses to satisfy consumer needs and wants by providing good and services
• Product


  Identified in terms of their product category
• Target market


  The particular group of consumers thought to be potential customers
• Marketing tools (4 P's)

  • Product
  • Price
  • Place
  • Promotion
• Communication role


  Informs and transforms the product by creating an image that goes beyond straight forwards facts
• Economic role


  Vehicle for helping consumers assess value through price as well as other information
• Societal role


  Inform us about new and improved products, help us to compare, mirrors fashion and design trend
• Functions of advertising


  • Build awareness of products and brands
  • Creates a brand image
  • Provide product and brand information
  • Persuades people
  • Provide incentives to take action
  • Provide brand reminders
  • Reinforces past purchases and brand experiences
• Key players in advertising


  • The advertisers
  • The advertising agency
  • The Media
  • The Suppliers
  • The target audience
• Types of advertising


  • Brand
  • Retail or local advertising
  • Direct response advertising
  • Business to business advertising
  • Institutional advertising
  • Non profit advertising
  • Public service advertising