19-11-2012, 11:26 AM
Basics of advertising
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Definition of Advertising
Advertising is defined as any Paid form of Nonpersonal Presentation and Promotion of ideas, goods and services by an Identified Sponsor Using Mass Media to Persuade or Influence an Audience.
Informative Advertising
(about new product, customer value, explanation of product working, suggesting new uses of product, informing about price change, building brand and company image)
Persuasive Advertising
Building Brand Preferences, encouraging switching to your brand, changing customer’s perception about product, persuade customers to buy now.
Reminder Advertising
Maintaining customer relationships, reminding customers about product uses, its future uses, where to buy from, etc.
History of Advertising
Can be traced back to recorded history
Archaeologists working in countries around mediterranean sea have dug up signs announcing various events and offers.
Romans painted walls to announce gladiator fights.
Phoenicians painted pictures promoting their wares on large rocks.
Greece towns cries announced the sales of cattle, crafted items and even cosmetics.
Modern advertising is a far cry from these early efforts.
Economic role
The Economic Role advertising is that it makes customer stick to a product regardless of the price charged. Consumer values non-price features. Profits Help consumers assess value through: Price as well as through; quality Location and Reputation Opportunity cost Such price value information helps people make more rational decisions.
Advertising decreases the likelihood that the consumer will switch to an alternative product regardless of the price charged.
Five Players of Advertising
The Advertiser is the individual or organization that usually initiates the advertising process.
Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency .
need to get out the message Manufacturers Resellers Individuals Institutions, Government Agencies
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.