Post on 20-Jan-2015
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Fundamentals of Advertising
WHAT IS ADVERTISING?
Advertising is:
Any paid form of non-personal presentation and promotion of ideas, goods and services of an identified sponsor ( through a mass medium).
(American Marketing Association)
PARTS OF AN AD
Parts of an Ad
Headline
Body copy
logo
Baseline
Parts of an Ad
Lead in
Body copy
Baseline
logo
Legal
Visual
Headline
Contact
Ads
Fundamentals of Advertising
The What
The Why
The How
The Where
The Who
…. Of Advertising
WHY ADVERTISE?
Why Advertise? – The purpose of Ads
Ads are used to create:AwarenessKnowledge about the existence of the product in the marketDesirability of possession for a productConviction about the utility value and related benefits of a productBrand PreferencePurchase action For a Product’s continuous evaluation Repeat purchase decision
The purpose of Advertising
Launch a new productModifications in ProductsChange in pricesEducating the customers about the proper use of the productNew packaging/promo plans e.g .buy one get one free
To recruit staffTo help sales people get a foot in the door of Industrial customersDistributor’s Retailer’s addressTo retrieve lost sales - e.g. Due to a calamity/strike in the factory
The purpose of Advertising
Reminder ads for maintaining salesTo appoint distributors and dealersTo invite technical staff ot customers to ask for literatureCompetitive-comparative advertisingTo assist retail saleTo attract investorsFor international customersTo announce Financial results
HOW TO ADVERTISE?
Advertising – By category
Purpose
Target Audience
e.g. Consumer, Businesses
geographic area coverage by media
e.g. national, international
media
WHEN TO ADVERTISE?
WHO ADVERTISES?
Who Advertises?United States
Apple Coca-Cola Ford Motor Company Hershey's McDonald's Microsoft
JapaneseCanon Honda Nintendo Panasonic Sony Toyota
EuropeanBMW (carmaker—Germany) Cadbury (chocolate—UK) Ferrari (automobile—Italy) Nestlé (food—Switzerland) Nokia (mobile phones—Finland) SAP (software—Germany) Chanel (luxury apparel—France)
Australian
Myer (department store)
Qantas (airline)
Rip Curl (surf/clothing)
Telstra (telecommunications)
Woolworth's (store chain)
WHERE TO ADVERTISE?
Media - a broad classification
PressElectronic (TV, radio, Video)Computer (Internet)OutdoorPoint of purchaseDirect mailMiscellaneousTele-shoppingTele-marketing
Consumers
The Advertising mix
Advertiser
Media
Advertisement
Thank You