英文版《广告学:原理与实务》幻灯片1

上传人:F****n 文档编号:88575610 上传时间:2019-05-03 格式:PPT 页数:25 大小:57.50KB
返回 下载 相关 举报
英文版《广告学:原理与实务》幻灯片1_第1页
第1页 / 共25页
英文版《广告学:原理与实务》幻灯片1_第2页
第2页 / 共25页
英文版《广告学:原理与实务》幻灯片1_第3页
第3页 / 共25页
英文版《广告学:原理与实务》幻灯片1_第4页
第4页 / 共25页
英文版《广告学:原理与实务》幻灯片1_第5页
第5页 / 共25页
点击查看更多>>
资源描述

《英文版《广告学:原理与实务》幻灯片1》由会员分享,可在线阅读,更多相关《英文版《广告学:原理与实务》幻灯片1(25页珍藏版)》请在金锄头文库上搜索。

1、Introduction to Advertising,Part 1: Foundations Chapter 1,Chapter Outline,Chapter Key Points What is Advertising? Roles and Functions of Advertising The Key Players Types of Advertising What Makes an Ad Effective? The Evolution of Advertising The Current Advertising Scene,Key Points,Define advertisi

2、ng and explain its key components Discuss the roles and functions of advertising within society and business Identify the key players and their roles in creating advertising Explain the different types of advertising Summarize the characteristics of effective advertising and explain why it is always

3、 goal directed Analyze the changes affecting the advertising industry,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,Five basic components: Paid communication Sponso

4、r is identified Tries to persuade or influence Reaches a large audience Conveyed through impersonal mass media,Key Concepts of Advertising,Strategy Creative idea Execution Media,The logic and planning behind the ad Advertisers develop ads to meet objectives Advertisers direct ads to identified audie

5、nces Advertisers create messages that speak to the audiences concerns Advertisers run ads in the most effective media,Key Concepts of Advertising,Strategy Creative idea Execution Media,The central idea that grabs the consumers attention Creativity drives the entire field of advertising,Key Concepts

6、of Advertising,Strategy Creative idea Execution Media,Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows,Key Concepts of Advertising,Strategy Creative idea Execution Media,Communication channels that reach a broad audience How t

7、o deliver the message is just as important coming up with the creative idea of the message,Roles of Advertising,Marketing Communication Economic Societal,The process a business uses to satisfy consumer needs by providing goods and services Product category Target market Marketing mix Brand,Roles of

8、Advertising,Marketing Communication Economic Societal,Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades,Roles of Advertising,Marketing Communication Economic Societal,Moves from being informational to creating demand Advertising is an objective

9、 means for providing price-value information, thereby creating a more rational economy,Roles of Advertising,Marketing Communication Economic Societal,Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer self-image

10、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,The Key Players,A

11、dvertiser (client) Agency Media Supplier Audience,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,The Key Players,Advertiser (client) Agency Media Supplier Au

12、dience,Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities Advertising department In-house agency,The Key Players,Advertiser (client) Agency Media Supplier Audience,The channels of communication that carry the message to the audience Are also companies

13、or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches,The Key Players,Advertiser (client) Agency Media Supplier Audience,Assist advertisers, agencies, and the media in creating and placing the ads Vendor service

14、s are often cheaper than those in-house,The Key Players,Advertiser (client) Agency Media Supplier Audience,The desired audience for the advertising message Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talk

15、ing to and know as much about them as possible,Types of Advertising,Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Public Service advertising,What Makes an Ad Effective?,If it creates an impre

16、ssion 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,What Makes an Ad Effective?,Effective advertising messages will achieve the desired impact (objective) on the target audience,Award Shows EFFIES, AME, IPA Judge effectiveness CLIOS, One Show, Cannes Judge creative ideas Not all award-wining ads are effective,The Evolution of Advertising,Age of Print Industrial Revolution and Emergence

展开阅读全文
相关资源
正为您匹配相似的精品文档
相关搜索

最新文档


当前位置:首页 > 办公文档 > PPT模板库 > PPT素材/模板

电脑版 |金锄头文库版权所有
经营许可证:蜀ICP备13022795号 | 川公网安备 51140202000112号