Download Billboards Advertising

ADVERTISING
Advertising includes:
• the name of a product or service
• benefit to the consumer.
Advertiser:
• wants to send out a message about its business
• initiates effort by identifying a problem that advertising can
solve
• selects the target audience,
• sets the budget,
• approves the ad plan
• hires the advertising agency
Advertising Functions
• To encourage, persuade, or manipulate an audience
to try new products or services.
• To identify products and differentiate them from
others. (branding)
• To build brand awareness, preference and loyalty.
History
Egyptians used
papyrus to make
sales messages and
wall posters.
Commercial
messages have been
found in the ruins of
Pompeii and ancient
Arabia.
Middle Ages
Since there was so
many illiterate
people in Middle
Ages, they used
signs and images for:
shoemaker, tailor or
blacksmith.
Industrial Revolution Advertising
Rapid improvements in
transportation,
warehousing, shipping, and
in record-keeping and
bookkeeping –
led to the booming mailorder catalogue market, all
aimed at moving goods as
rapidly and efficiently
from stores to consumers.
20th Century Advertising
Rapid increase:
• innovations,
• growing markets,
• changing consumer habits
• users’ increasing technical
skills
Advertising Objectives
comprise the
communication tasks to be
accomplished with specific
customers that a company
is trying to reach during a
particular time frame:
Trial
Brand
switching
Continuity
Switchback
Trial
• The purpose is to encourage customers to make
an initial purchase of a new product.
It is needed because without that first trial of a
product by customers, there will not be any
repeated purchases.
Continuity
• is a strategy to keep current customers using
a particular product.
• Existing customers are targeted and are
usually provided new and different
information about a product that is designed
to build consumer loyalty.
Brand switching
• Companies adopt it as an objective when they
want customers to switch from competitors'
brands to their brands.
• A common strategy is to compare product
price or quality in order to convince
customers to switch to its product brand.
Switchback
• Companies subscribe to it when they want to
get back former users of their product brand.
• A company might highlight new product
features, price reductions, or other important
product information in order to get former
customers of its product to switchback.
Truth or Lie
Advertisement is not
obliged to tell the
whole story about
the product,
advantages and
disadvantages so the
advertisers do not
always tell the whole
truth.
Types of
Advertising
Two main categories:
Consumer advertising (direct advertising) directed to the ultimate purchaser;
Trade advertising (indirect advertising) - through
trade journals and other media
Media in
Advertising
Wall paintings,
Billboards,
Printed flyers,
Radio, cinema and
television adverts,
Web banners,
Mobile telephone
screens,
Shopping carts,
Bus stop benches,
Human billboards…
Television
• The TV commercial - the
most effective massmarket advertising
format.
• Reflected by the high
prices TV networks
charge for commercial
airtime during popular
TV events.
Radio advertising
• A form of
advertising via radio.
• Airtime is purchased
from a station or
network in exchange
for airing the
commercials.
Press Advertising
• Advertising in a
printed medium: a
newspaper, magazine,
or trade journal.
• Allows private
individuals or
companies to purchase
a small, narrowly
targeted ad for a low
fee advertising a
product or service.
Online advertising
• A form of promotion using the Internet and
WWW for delivering marketing messages to
attract customers.
Billboard advertising
Billboards Advertising
• Large structures located in public places
which display advertisements to passing
pedestrians and motorists.
Mobile Advertising
• They are generally vehicle
mounted billboards or
digital screens on dedicated
vehicles built solely for
carrying advertisements
along routes previously
selected by clients.
• They can also be speciallyequipped cargo trucks or, in
some cases, large banners
strewn from planes.
In-store Advertising
• In-store advertising
is any advertisement
placed in a retail
store.
Celebrity Advertising
Focuses upon using
celebrity power, fame,
money, and popularity to
gain recognition for their
products and promote
specific stores or products.