What is Advertising?
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Transcript of What is Advertising?
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What is Advertising?
• Three criteria must be met.–Must be paid for–Delivered to audience
by mass media–Must persuade the
audience to action
• Inform your customers about your product
• Persuade customers them to buy and create a demand.
• To remind customers of the company
Advertising Criteria Advertising Purpose
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• Everyone is provided with information• Ads help you to make wise decisions.• Reduces search time to a product- familiar
already– Provides us with knowledge– Provides us with lower prices– Spend less time shopping
Advertising Advantages?
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History of Advertising
http://www.melcarson.com/history-advertising-timeline-video.html
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Current Advertising
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Influences on Advertising
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Environmental influences
• Business want to present themselves as good stewards of the environment.– Disposing of waste
responsibly– Environmentally friendly
products– Using sustainable energy
sourceshttp://www.youtube.com/watch?v=hoOfIR4Vk1o
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Social and Political InfluencesTwo goals of ads
a. Selling a product b. Maintaining a good public image
• Social responsibility- a business should contribute to the welfare of society
• Political Ads– Is not regulated and influences consumer
opinion
• http://www.youtube.com/watch?v=WLRudB3Plng
http://www.youtube.com/watch?v=O0RN97e14hk
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Trade Groups
• Industry trade groups- trade association – Responsible for public relations such ad advertising,
education, political donation, lobbying and publishing• Collaborate between companies to develop industry
standards• Improve the industry image• Shape and opinion(domestic violence, smoking, drinking
and driving)• http://www.youtube.com/watch?v=miqGOGv7QPs• http://www.youtube.com/watch?v=SDCPbUMRCXM
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Consumer influences• Consumer behavior
– Everything that affects you as a person.
– Each person has their own experience that shapes us. • Functional – makes things
easy to use . Benefits are the same to everyone
• Emotional- things that make you feel proud or satisfied
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Functional or Emotional
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Functional or emotional
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Consumer Motivation
• How do we evaluate motivation behind purchases:
• Direction-( what they want)
• Intensity – (How much they want it)
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Advertising Industry
Product Advertising• Uses rational argument
to communicate why consumers need a specific product– highlighting the
benefits & features
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Corporate Advertising• Institutional Advertising• Enhance the company's
reputation or build goodwill.
• Doesn’t promote a product but a positive attitude toward the company
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Brand Advertising
• Brand - Combination of the comply, product or product line. (include name, logo, slogan)
• Build an image based on the set of values help by the company