INTRODUCTION TO

ADVERTISEMENT

BY
EMRAAN
 What is
Advertising?

What makes titanic ? yah it was advertising which make it

so titanic. In 1912 it was advertising people in England and
New York who make this marvel go by letting people know
from where they can get tickets?
 Advertising is:

Paid, Nonpersonal
Communication From An
Identified Sponsor Using Mass
Media to Persuade or Influence
an Audience.
 ADVERTISING IS:
 structured and composed Nonpersonal
communication of information,
 usually paid for and usually persuasive in
nature,
 about products (goods, services, and ideas)

 by identified sponsors through various

media
 ADVERTISING
CAMPAIGNS
 A series of coordinated advertisements
 Single advertisement placed in multiple
media
 Several different advertisements with a
similar look, feel, and message
 ADVERTISING
DOCTRINE
• Never write an advertisement you
wouldn’t want your own family to
read.
• The most important decision is how to
position your product.
• If nobody reads or look at the ads , it
doesn’t do much good to have the right
positioning.
• Big ideas are usually simple ideas .
• Every word in the copy must count.
CHARACTERISTICS OF GREAT ADS
THE DUAL PROCESS OF GREAT ADVERTISING
REACHING OBJECTVES
NEED FOR UNDERSTANDING
 CHARACTERISTICS OF GREAT ADS

THREE BROAD DIMENSIONS OF GREAT

ADVERTISING ARE
• STRATEGY
• CREATIVITY
• EXECUTION
TO JUDGE HOW WELL DOES AN AD
ACHIEVE ITS GOALS, SOME TYPICAL
ARE
• INCREASED SALES
• ATTITUDE CHANGE
• HEIGHTENED BRAND AWARENESS
 CLASSIFICATIONS OF
ADVERTISING
By Target By By By
Audience Geographic Medium Purpose
Area
• Consumer • Local • Print • Product
(retail) • Nonproduct
• Business • Broadcast
• Regional (electronic) • Commercial
– Radio
– TV •
• National Noncommercial

• Out-of-Home
• • Action
Internationa • Awareness
l • Direct-Mail
 TYPES OF
ADVERTISING
Interactive Brand
Advertising Advertising

Public Service
Retail or Local
Advertising
Advertising

Institutional
Advertising Political
Advertising
Business-to-
Business Directory
Advertising Advertising
Direct-Response
Advertising
 ROLES OF
ADVERTISING
Marketing Role •Marketing is the process a
business uses to satisfy
consumer needs and wants
through goods and services.

Communication Role •Advertising is a form of

mass communication.

•Two main views about

Economic Role advertising, either the market
power model or the economics
of information theory.
•Informs us about new and
Societal Role improved products, teaches
us how to use these
innovations, etc.
FUNCTIONS OF
ADVERTISING
Provide Product
&
Brand
Information

Provide Advertising
Incentives Performs 3 Basic
To Take Action Functions

Provide
Reminders and
Reinforcement
 FIVE PLAYERS OF
ADVERTISING
• The Advertiser is the individual or
organization that usually initiates the
advertising process.
• The Advertising Agency plans and
implements part or all of the advertising
efforts.
– May use an outside agency, or their own
advertising department or in-house agency.
• The Media are the channels of
communication that carry the messages
from the advertiser to the audience, i.e.
 FIVE PLAYERS OF
ADVERTISING
• The Vendors are a group of service
organizations that assist advertisers,
advertising agencies, and the media, i.e.
freelance copywriters, graphic artists,
photographers, etc.
• The Target Audience may be the purchaser
or the consumer of the product, or both.
May need to design different ads for each
group.
– Critical to know as much about these target
audiences as possible.
 When advertiser has in house
agency then the structure of the
advertising process
ADVERTISING INTERNAL ADVERTISING
DEPARTMENT
ORGANIZATION

IN HOUSE AGENCY
• REASEARCH
PLANNING
• CREATIVE
DEVELOPMENT
• MEDIA
• PRODUCTION
 When advertiser DOESN’T USE in
house agency then the structure of the
advertising process
ADVERTISING ADVERTISING
DEPARTMENT
ORGANIZATION

EXTERNAL AGENCY
• FULL SERVICE
AGENCY
• MEDIA SPECIALISTS
• CREATIVE
BOUTIQUES
• VENDORS (free lance
writers, lightening
 THE MEDIA
• AD PRODUCTION.
• PRINT MEDIA SUCH AS newspapers,
magazines, billboards, media mail.
• BROADCAST MEDIA SUCH AS TV &
RADIO
• SELL SPACE &TIME AT WORLD WIDE
WEB
• SELECTION AND ANALYSIS FOR THE
TYPE OF MEDIA TO BE USED
CURRENT ADVERTISING
ISSUES
Interactive Advertising

Integrated Marketing Communication

Globalization

Niche Marketing

Consumer Power, Relationship Marketing

and Customization
 The Evolution of
Advertising
1441 1850’s 1900- 1920’s
- -1900 1950’s
1850
Industrial
Age of Age of Rise of
Revolution &
Print Science Agencies
Consumer Society

World War 1950’ 1960’ 1970’

I-World s s- s-
War II 1970’ 1990’
Reintroducing s s
Advertising Creative Accountability
Consumers to
Declines Era Era
Marketing
HISTORICAL ROLES OF
ADVERTISING

The Industrializing Age

(Mid 1700’s Europe / 1800’s in U.S. To WW1)

 Mass production / Need for mass consumption

 Cost people less to buy products than to make them
 Manufacturers were concerned with production
HISTORICAL ROLES OF
ADVERTISING

 The Industrial Age

(1900’s to 1970s)

Luxury goods developed

Manufacturers changed from a
production orientation to a sales
orientation
HISTORICAL ROLES OF
ADVERTISING
 The Pre-industrial Age (up to start of 19th century)
 The Industrializing Age (To WW1)
 The Industrial Age (1900’s to 1970s)
 The Post Industrial Age (Starting 1980)
 The Global Interactive Age