Professional Documents
Culture Documents
Advertising
First Session
Muhammad Waqas
Lecture Objectives
impersonal mass
media
Key Concepts of Advertising
media
Key Concepts of Advertising
Strategy
The central idea that
Creative
grabs the consumers
attention
idea Creativity drives the
entire field of
Execution advertising
Muhammad Waqas
Media
Key Concepts of Advertising
Strategy
Effective ads adhere to
Creative
the highest production
values in the industry
idea Clients demand the best
production the budget
Execution allows
Muhammad Waqas
Media
Key Concepts of Advertising
Strategy
Communication channels
that reach a broad
Creative audience
How to deliver the
idea
message is just as
important coming up
Media
Roles of Advertising
Hard-Sell Approach
Soft-Sell Approach
Muhammad Waqas
Roles of Advertising
Marketing
The process a business
Communic uses to satisfy consumer
needs by providing
Societal Brand
Muhammad Waqas
11
Roles of Advertising
Marketing
Communication Can reach a mass
audience
Economic Introduces products
Explains important
Societal changes
Reminds and reinforces
Persuades
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12
Roles of Advertising
Marketing
Communic Moves from being
informational to creating
demand
ation Advertising is an objective
means for providing price-
Economic value information, thereby
creating a more rational
economy
Societal
Muhammad Waqas
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Roles of Advertising
Marketing
Communication Informs consumers
about innovations and
issues
Economic Mirrors fashion and
design trends
Societal Teaches consumers
about new products
Helps shape consumer
self-image
Perpetuates self-
Muhammad Waqas
expression
14
The Functions of Advertising
15
The Key Players
Advertiser
Uses advertising to send
(client) out a message about its
products
Audience
16
Muhammad Waqas
Advertiser
The Key Players
Advertiser
(client) Has strategic and
creative expertise,
Agency media knowledge,
workforce talent, and
Media negotiating abilities
Advertising department
Supplier In-house agency
Muhammad Waqas
Audience
18
Agency
Orient McCann-Erickson
Synergy Advertising
JWT
Interflow Communications
Ever new Entertainment
The Circuit
Midas
Muhammad Waqas
The Key Players
20
Muhammad Waqas
Media
The Key Players
Advertiser
(client) Assist advertisers,
agencies, and the media
Agency in creating and placing
the ads
Media Vendor services are
often cheaper than
Supplier those in-house
Muhammad Waqas
Audience
22
Muhammad Waqas
Supplier
The Key Players
24
Types of Advertising
Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
Muhammad Waqas
25
The Evolution of Advertising
Age of Print
Industrial Revolution and Emergence of Consumer
Society
Modern Advertising Era
Accountability Era
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26
The Current Advertising
Scene
Expanded
view
Integrated Electronic media are
changing the media
Marketing landscape
New media are more
Communicati personal and interactive
on
Muhammad Waqas
Globalization
27
The Current Advertising
Scene
Expanded
view The practice of unifying
all marketing
Integrated communication tools so
they send a consistent,
Marketing persuasive message
Globalization
28
The Current Advertising
Scene
Expanded
view Increasing globalization
Integrated of marketing programs
Advertisers are moving
Marketing into global markets and
agencies are forming
Communicati huge multinational
operations
on
Muhammad Waqas
Globalization
29
BMW Films-Ambush
Muhammad Waqas
Next Session
31