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Download Introduction to Advertising - Belle Vernon Area School District
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Transcript
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 – – – – – – – – Call to action Claim Games and Activities Humor Hype Must-have Fear Repetition – Special ingredients – Testimonials and endorsements – Prizes, sweepstakes, and gifts 1-10