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ADVERTISING
N.P.
Advertising
Advertising informs consumers about the
existence and benefits of products and
services and tries to persuade to buy
them.
Word of mouth: i.e. when people tell their
friends about the benefits of products and
services they have purchased.
N.P.
Advertising
Large companies tend to use the services
offered by large advertising agencies, as
they have more resources and more
knowledge about all aspects of
advertising.
N.P.
Advertising
The client company generally gives the
advertising agency an agreed budget, a
statement of the objectives of the
advertising campaign, known as a brief
and an overall advertising strategy
concerning the message to be
communicated to the customers.
N.P.
Advertising
The agency creates advertisements
(adverts or ads) and develops a media
plan specifying which media –
newspapers, magazines, radio, television,
mail, etc.) will be used and in which
proportions.
N.P.
Advertising
The agency’s media planners have to
decide:
- what percentage of the target market they
want to reach (how many people will be
exposed to the ads),
- the number of times they are likely to see
them.
N.P.
Advertising
Advertising people talk about:
- the frequency or OTS (opportunities to
see)
- threshold effect (i.e. the point at which
advertising becomes effective).
Excessive advertising is counterproductive because, after too many
exposures, people tend to stop noticing
ads, or begin to find them irritating. N.P.
Advertising
The four steps in promoting a product are known
as A.I.D.A.
Attention: attract the potential customer’s
attention
Interest: get the customer’s interest by
mentioning something which will appeal to them
Desire: create the desire to buy a product
Action: explain the action needed to obtain the
product.
N.P.
Advertising
Discussion:
Provide your personal ideas about advertising strategies.
Case Study:
imagine you have to present the latest model of a mobile
phone:
1) which aspects would you take into consideration?
2) Which strategies would you prefer?
Add any other consideration.