Download Advertising Lecture

Survey
yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Atheist Bus Campaign wikipedia , lookup

Ad blocking wikipedia , lookup

Television advertisement wikipedia , lookup

Radio advertisement wikipedia , lookup

Online advertising wikipedia , lookup

Criticism of advertising wikipedia , lookup

Advertising to children wikipedia , lookup

Advertising campaign wikipedia , lookup

Targeted advertising wikipedia , lookup

Advertising management wikipedia , lookup

NoitulovE wikipedia , lookup

False advertising wikipedia , lookup

Racial stereotyping in advertising wikipedia , lookup

Transcript
ADVERTISING
• Paid non-personal communication
transmitted to a target audience through
mass media.
– Literally 100’s of classifications and media
types.
– Not just for profit businesses. Many nonprofit businesses regularly advertise.
GOLDEN
ADVERTISING CAMPAIGN
• Creation and execution of a series of ads.
– Milk Campaign: “Got Milk?”
– Budweiser: What’s Up!
– Census 2000
GOLDEN
MEDIA PLAN
• Specifies media vehicles and schedule for
running the advertisements.
– Reach
– Frequency
– Comparison Indicators (e.g., CPM)
GOLDEN
ADVERTISING ISSUES
• Communication Objectives versus Sales
Objectives!
• Accountability!
GOLDEN
BASIC TARGET AUDIENCE
MOTIVATIONS
• Emotional: Motivated by the emotional
appeal of the message.
• Rational: Motivated by logic or rationale
of message.
• Combo!
GOLDEN
ADVERTISING FUNCTIONS
• INFORM
• PERSUADE
• REMIND
GOLDEN
ADVERTISING TYPES
• Product: Promotes use, features, and benefits
of products.
• Institutional/Corporate Advertising: Promotes
organizational images, ideas, or political issues.
• Advocacy: Promotes a company’s position on a
specific public issue.
• Comparative: Compares characteristics of two
or more specific brands.
GOLDEN
BASIC ADVERTISING
APPEALS
•
•
•
•
•
•
Slogans
Image
Humor
Fear/Anxiety
Celebrity Endorsed
Slice of Life
GOLDEN
BASIC MAGAZINE AD
•
•
•
•
•
•
Headline
Sub-headline
Illustration
Body Copy
Signature
Layout
GOLDEN
STORYBOARD
• Used to develop commercials.
• A mockup combining copy and visual
material to show the sequence of major
scenes in a commercial.
GOLDEN
GOLDEN
GOLDEN
GOLDEN
GOLDEN
GOLDEN