1 introduction to advertising part 1[1]
TRANSCRIPT
-
8/2/2019 1 Introduction to Advertising Part 1[1]
1/20
Advertising
-
8/2/2019 1 Introduction to Advertising Part 1[1]
2/20
SOME GROUND RULES
1. STARTING ON TIME!
2. NOT COMING LATE TO CLASS!
3. BRINGING YOUR OWN
PAPER & PEN TO CLASS!
4. PARTICIPATING IN CLASS DISCUSSIONS!
5. EXPECTING A QUIZ EVERY TIME!
6. DELIVERING ASSIGNMENTS ON
TIME!
7. ENHANCING THE LEARNING PROCESS!
-
8/2/2019 1 Introduction to Advertising Part 1[1]
3/20
3
A
DVE
RTIS
ING
-
8/2/2019 1 Introduction to Advertising Part 1[1]
4/20
Introduction toAdvertisingSESSION 1 & 2
Textbook: Advertising Principles & Practice
Authors: Moriarty, Mitchell, Wells
-
8/2/2019 1 Introduction to Advertising Part 1[1]
5/20
Advertising?
To some advertising is the mirror& maker of culture
To others it is a purely economicactivity that generates sales
To still others it is what createsmagic in the marketplace!
5
-
8/2/2019 1 Introduction to Advertising Part 1[1]
6/20
Advertising is
a paid form of persuasivecommunicationto connect anidentified sponsor with a broad audience of
potential consumers or
customersa using different
kinds of mass or interactive
media vehicles.
6
-
8/2/2019 1 Introduction to Advertising Part 1[1]
7/20
EFFECTIVEADVERTISING
What makes a great ad?COMPONENTS OF MODERN ADVERTISING
1. Advertising strategy
2.Thecreative
idea7
3. Creativeexecution
4.Mediaplanning
-
8/2/2019 1 Introduction to Advertising Part 1[1]
8/20
What makes a great ad?COMPONENTS OF MODERN ADVERTISING
1. Advertising strategy: logic &planningthat gives advertising
focus &direction;
2.The creative idea: the creative
concept that grabs theattentionof targetconsumers& moves
them intoaction. 8
-
8/2/2019 1 Introduction to Advertising Part 1[1]
9/20
What makes an ad great?COMPONENTS OF MODERN ADVERTISING
3. Creative execution: the
presentation of the creativeidea- the visual/photography, thewords, the rendering, the
effects
9
-
8/2/2019 1 Introduction to Advertising Part 1[1]
10/2010
RENDERING A PRINT AD
WHERE WOULD YOU EXPECT TO SEE THIS PRINT AD
-
8/2/2019 1 Introduction to Advertising Part 1[1]
11/20
What makes an ad great?COMPONENTS OF MODERN ADVERTISING
4. Sound media planning:the plan and the vehiclesused to deliver themessage effectively to
the target market.MEDIA VEHICLES??
11
-
8/2/2019 1 Introduction to Advertising Part 1[1]
12/20
QUICK TEST: HOW CREATIVE AREYOU?
12
-
8/2/2019 1 Introduction to Advertising Part 1[1]
13/20
Does advertising work inisolation or?
Is it part of a larger entity?
Advertising is an integral
part of Marketing...
13
-
8/2/2019 1 Introduction to Advertising Part 1[1]
14/20
Advertising is an integral
part of Marketing...The 4Ps of Marketing -
Product, Price, Promotionand Place made popular byJerome McCarthy, Kotler and
others. Advertising makesup a major part ofPromotion.
14
-
8/2/2019 1 Introduction to Advertising Part 1[1]
15/20
Persuasive
communication? Advertising is a form of
communication its foremost
strength is the ability to reachlarge audiences.
But not every ad
communicates!!! Advertising today is complex, &
depends on many tools &
techniques to achieve its 15
-
8/2/2019 1 Introduction to Advertising Part 1[1]
16/20
What can good advertisingcommunication do?
Introduceproducts andbrands
198416
-
8/2/2019 1 Introduction to Advertising Part 1[1]
17/20
What can good advertisingcommunication do?
Build awareness17
-
8/2/2019 1 Introduction to Advertising Part 1[1]
18/20
What can good advertisingcommunication do?
Create uniquebrandim 18
-
8/2/2019 1 Introduction to Advertising Part 1[1]
19/20
What can good advertisingcommunication do?
Provide information 19
-
8/2/2019 1 Introduction to Advertising Part 1[1]
20/20
What can good advertisingcommunication do?
Remind&
reinforce 20