INDUCTION SET & ACTIVITY 1 : DEFINITION, ADVERTISING

OBJECTIVES

VIDEO 1

PROMOTION MIX

ADVERTISING

Chapter

10

definition

Advertising objective

Message execution

MIX

LEARNING OUTCOMES

At the end of the lesson, students should be able to:

1.Define the meaning of advertising in the promotion mix.

2.Explain the difference between to inform, to persuasive and to remind.

3.Explain how to turn the idea into an actual advertising execution.

WHAT IS ANADVERTISING

DEFINITION

AdvertiSing

Any paid form of

non-personal presentation &

promotion

of ideas, goods/services

by identified sponsor

Types of advertising

Newspapers ads

Direct Mail ads

Magazines ads

Types of advertising

Radio ads Outdoor ads

Online adsTelevision ads

SETTING OBJECTIVES

Advertising objectives

An advertising objective is a specific communication task to be accomplished with a specific target audience during a period of time.

To inform

To persuade

To remind

Comparison advertising

to inform

• Telling the market about a new product• Suggesting new uses for a product• Informing the market of a price change• Explaining how the product works• Describing available services• Correcting false impressions• Reducing buyers’ fears• Building a company image

to persuade

• Building brand preference • Encouraging switching to your brand• Changing customer perceptions of

product attributes• Persuading customers to purchase

now• Persuading customers to receive a

sales call

A giant mirror was built that allowed passers by to stop and look at themselves wearing individual

clothes at a shopping mall in Tokyo, Japan

A print of a cup of Folgers coffee was placed on top of manhole covers in New York City, USA.

Holes on the print allows the steam to come out. Wordings around the cup reads

‘Hey, City That Never Sleeps. Wake up.” from Folgers.

Persuade-to comparison

to remind

• Reminding customers that the product may be needed in the near future

• Reminding customers where to buy the product

• Keeping the product in customers minds during off seasons

• Maintaining to-of-mind product awareness

ACTIVITY 1 : MESSAGE EXECUTION

MESSAGE EXECUTION

MESSAGE EXECUTIONMessage execution captures the target market’s attention and interest, and can include the following execution styles.

• Slice of life• Lifestyle• Fantasy• Mood or image• Musical• Personality symbol• Technical expertise• Scientific evidence • Testimonial evidence or endorsement.

Slice of life1. Slice of life- This style shows one or more typical people using the

product in a normal setting.Exp: KFC advertisement showing customers eating at one

of its restaurants.

Life style

2. Life style• This style shows how the product fits in with a

particular lifestyle.• Exp: an IPod billboard below showing hip hop music

loving youngsters.

Fantasy

3. fantasy• This style creates a fantasy around the product or its

use.• exp: this advertisement features a perfume name ‘Anna

Sui’-stating.-Night of fancy which makes a user feel a queen from Arabian nights.

Mood or image

4. Mood or image• This style builds a mood or image around the product,

such as beauty, love or serenity• Exp: an advertisement of Sunway lagoon stating -“

come feel the fun”, the image provided with supporting this statement.

Musical

5. musical• This style show one or more people or cartoon

characters singing about the product.• Exp: one of the most famous ads in history was a coca

cola product ad build around the song “ I’d like to teach the world to sing”.

Personality symbol

6. Personality symbol• The style create a character that represent the

product. The character might be animated or real.• The character might be animated (Digi-yellow man,

Garfield the cat)

Personality symbol

• or real (the Marlboro man, Morris the 9 Lives Cat)

Technical expertise

7. Technical expertise• This style shows the company’s expertise in making

the product.• Exp: Lexus Rx advertisement showing the company’s

expertise in car manufacturing. “ reinventing the vehicle that invented it all”

Scientific evidence

8. Scientific evidence• The style presents survey or scientific evidence that

the brand is better or better liked than one or more other brands.

• Exp: for years, Colgate toothpaste has used scientific evidence to better confident to convince buyers that Colgate is better than other brands at fighting cavities.

Testimonial evidence/endorsement

9. Testimonial evidence or endorsement • The style features a highly believable or likeable

source endorsing the product. It could be ordinary people saying how much they like a given product or a celebrity presenting the product.

ACTIVITY 2: GAMES / CONCLUSION /

ASSIGNMENT

POP QUIZ !!

VIDEO 2

Hotlink

• Advertising objective- to inform- Because telling the market about a

new product ( Hotlink Pelan Mudah)• Message execution- slide of life

VIDEO 3

Nippon paint

• Advertising objective- to remind- reminding the customer about the product

that they may be needed in the near future

- keeping the product in customer minds• Message execution- Mood and personality symbol

VIDEO 4

Pepsi

• Advertising objective- To persuade ( comparison

advertising)- Pepsi directly compares its brand

with coke• Message execution- Slide of life

CONCLUSION

LEARNING OUTCOMES

At the end of the lesson, students should be able to:

1.Define the role of advertising in the promotion mix.

2.Explain the difference between to inform, to persuasive and to remind.

3.Explain how to turn the idea into an actual advertising execution.

MIND-MAP OF THIS CHAPTER

ASSIGNMENT

VIDEO 5

THANK YOU =)