01-02-2013, 12:29 PM
Introduction to Advertising
1 Advertising.ppt (Size: 94.5 KB / Downloads: 128)
Defining Modern Advertising
Advertising is paid persuasive communication
Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience
Key Concepts of Advertising
The logic and planning behind the ad
Advertisers develop ads to meet objectives
Advertisers direct ads to identified audiences
Advertisers create messages that speak to the audience’s concerns
Advertisers run ads in the most effective media
Roles of Advertising
Moves from being informational to creating demand
Advertising is an objective means for providing price-value information, thereby creating a more rational economy
Informs consumers about innovations and issues
Mirrors fashion and design trends
Teaches consumers about new products
Helps shape consumer self-image
Perpetuates self-expression
The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences
What Makes an Ad Effective?
If it creates an impression for a product or brand
If it influences people to respond in some way
If it separates the product or brand from the competition in the mind of the consumer