advertising ppt
DESCRIPTION
This is a presentation about Basic Adverting concepts and functionsTRANSCRIPT
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advertising is paid non personal
communication from an identified sponsor using mass media to
persuade or influence an audience
Advertising funda
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The ADS. should satisfy the consumer’s objectives by
engaging them and delivering a relevant message
Advertising funda
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(9) major types of advertising:
Advertising Funda
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Retail or Local advertising
focuses on the store where a variety of products
can be purchased or where a service is offered
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Brand advertising
focuses on the
development of a long-term brand identity and image
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Political Advertising
using advertising to persuade people
to vote for politicians
.
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Directory Advertising--
people refer to it to find out how to buy a product or service
such as Yellow Pages advertising
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Direct-Response Advertising
can use any medium
it tries to stimulate a
direct sale.
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Business-to-Business Advertising
messages directed at retailers, wholesalers, and distributors
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Institutional Advertising (corporate advertising
messages focus on establishing a corporate identity or on winning the public to the organization’
point of view.
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Public Service Advertising
Social messages
Mass education,Developmental communication
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Interactive Advertising
delivered to individual consumers who have access to a computer and
the Internet
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Roles of Advertising
). The Marketing Role--Marketing is the process a business uses to satisfy
consumer needs and wants through goods and services.
A target market is the particular set of consumers that the company
chooses to direct its marketing effort towards
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The Communication Role
transmits different types of market information to match buyers and sellers in
the marketplace. Advertising informs and transforms.
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). The Economic Role--
The market power model considers advertising to be a means of persuasion that increases product differentiation and decreases
consumers’ willingness to substitute competing alternatives.
The model based on the economics of information theory assumes that price
). The Economic Role--
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Advertising
Announces products that are available.Stimulates store traffic.
Tries to create a distinctive image for the store
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The Societal Role
Informs us about new and improved products.Teaches us how to use these innovations.
Helps us to compare products and features and make informed decisions
It mirrors fashion and design trends and adds to our aesthetic sense
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Functions of Advertising
Product and Brand Information—this is the main function of advertising
Incentive to Take Action-.-provides consumers with reasons to switch brands
by presenting reasons through copy or graphics.
Reminder and Reinforcement—advertising must be constantly reminding the
consumer about the name of the brand or its benefits
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The Five Players of Advertising
The advertiser.The advertising agency.
The media.The vendor.
The audience.
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Advertising making process
Ideas,discussions,brain storming sessions,Briefs,story board,design,copy
Production
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Advertisingbudget
Cost of TV production
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Advertisingconcept
Tool of
Marketing
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Advertisingconcept
Tool of
Marketing