Download Introduction to Advertising - Belle Vernon Area School District

12-8-2015
How would you define
advertising?
Objective: Students will be able to define advertising and
determine its impact on society.
TO DO LIST:
• COPY Advertising Notes
• WATCH:
https://www.youtube.com/watch?v=7d3VAYG
nXjYb
• Advertising Techniques: Describe Recent
commercials
1-2
Introduction to
Advertising
Defining Modern Advertising
• Five basic
• Advertising is paid
components:
persuasive
1. Paid communication
communication
2. Sponsor is identified
• Uses nonpersonal mass
3. Tries to persuade or
media to reach broad
influence
audiences to connect an
4. Reaches a large
identified sponsor with
audience
a target audience
5. Conveyed through
impersonal mass media
1-4
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 audiences
• Advertisers create
messages that speak to
the audience’s concerns
• Advertisers run ads in
the most effective media
1-5
Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Media
• The central idea that
grabs the consumer’s
attention
• Creativity drives the
entire field of
advertising
1-6
Key Concepts 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
1-7
Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Media
• Communication
channels that reach a
broad audience
• How to deliver the
message is just as
important coming up
with the creative idea of
the message
1-8
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
1-9
For each of the below advertising Techniques,
Describe a recent commercial you have seen that
Techniques
used that technique . This will be collected at end of
period.– Sense appeal
– Association
–
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–
–
–
–
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Call to action
Claim
Games and Activities
Humor
Hype
Must-have
Fear
Repetition
– Special ingredients
– Testimonials and
endorsements
– Prizes, sweepstakes,
and gifts
1-10