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1、Introduction to Advertising,Advertising Principles and Practices,1-2,Part One: Foundations,Provides an introduction to advertisingits role, key players, and history Defines advertisings role in marketing including key players and new developments Examines advertisings relationship to society includi
2、ng regulations and ethics in advertising,(Insert new book cover),Questions Well Answer,What is advertising and what are its key components? What are advertisings main roles, and what are the most important types of advertising? Who are the key players in advertising? How has advertising evolved, and
3、 how have these developments affected current advertising practice?,1-3,Prentice Hall, 2009,Exhibit 1.1 here Stills from truth commercial,What was the purpose of this campaign? What was the message? What media did this campaign use?,Visit the Site,1-4,Prentice Hall, 2009,1-5,Defining Modern Advertis
4、ing,A complex form of communication using objectives and strategies to impact consumer thoughts, feelings, and actions. A form of marketing communication (all the techniques marketers use to reach their customers and deliver their messages).,WHAT IS ADVERTISING?,1-6,Defining Modern Advertising,The E
5、volution of Advertising Identification Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store. Information Gutenbergs movable type mechanized printing leading to mass communication. Promotion The Industrial Revolution led to surplus goods, imp
6、roved transportation, and the need for new media. Sales Advertisers became concerned about making ads that worked and defining standards of effective advertising.,1-7,Defining Modern Advertising,Principle: An effective advertisement is one that can be proven to meet its objectives.,Five Basic Factor
7、s of Advertising Paid communication Sponsor is identified Tries to inform or persuade Reaches a large audience Message conveyed through many different kinds of largely nonpersonal mass media,1-8,Four Components of Advertising,1-9,Four Components of Advertising,1. Advertising Strategy The strategy is
8、 the logic and planning behind the ad that gives it direction. Advertisers develop ads to meet objectives. Advertisers direct ads to identified audiences. Advertisers create a message that speaks to the audiences concerns. Advertisers run ads in the most effective media.,1-10,Four Components of Adve
9、rtising,2. Creative Idea The creative concept is the central idea that grabs the consumers attention and sticks in memory. Planning strategy requires creative problem solving. Research involves creativity. Buying and placing ads requires creative thinking.,1-11,Four Components of Advertising,3. Crea
10、tive Execution Effective ads are well executed reflecting the highest production values in the industry. Clients demand the best production the budget allows.,1-12,Four Components of Advertising,4. Media Planning/Buying Television, Internet, magazines, and other media are used to reach a broad audie
11、nce. Deciding how to deliver the message requires creativity.,Principle: In advertising how you say something and where you say it is just as important as what you say.,1-13,Four Roles of Advertising,1. The Marketing Role Marketing is satisfying customer wants and needs by providing products (goods,
12、 services, and ideas). The marketing department is responsible for selling the product using the 4 Ps (product, price, place/distribution, and promotion) and brand development.,Principle: A product can be services and ideas as well as goods.,1-14,Four Roles of Advertising,2. The Communication Role A
13、dvertising is a message to a consumer about a product, designed to create a response. It is also a form of marketing communication. Advertising uses mass communication to transmit product information to connect buyers and sellers in them marketplace.,Principle: One of advertisings most important str
14、engths is its ability to reach a large audience.,1-15,Strengths Can reach a large audience Introduces products and brands Builds awareness of products and brands Creates brand images Provides information Reminds and reinforces Persuades,Examples A commercial in the Super Bowl can reach more than 100
15、 million consumers. The “1984” commercial for the Apple McIntosh sold out the entire inventory in one day. The success of the launch of the iPod was due in part to the great silhouette posters that showed people dancing to the music on their iPods. The success of the new VW Beetle was largely built
16、on its ability to connect with the anti-status image of the original “lowly” Beetle. The truth campaign informs teens that “Tobacco kills 1,200 people a day.” Procter & Gambles Ivory Soap has been advertised continuously since the late 1800s. Nike campaigns, with the “Just do it” personal achievement message, have helped increase sales by 300 percent during the 1990s.,Table 1.1 The Strengths of Advertising,1-16,Four Roles of Advertising,3. The Economic Role Because
