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BASIC PRINCIPLES
OF
ADVERTISING
1
5 COMPONENTS OF ADVERTISING
• Advertising is a paid form of
communication,
• Not only the message is paid for, but the
sponsor is identified,
• Most advertising tries to persuade or
influence the consumer to do something,
although in some cases the point of the
message is simply to inform consumers
and make them aware of the product or
company. In other words it is a strategic
communication
• Advertising reaches a large audience
of potential consumers,
• The message is conveyed through
many kinds of mass media, which are
largely non-personal. What that
means is that advertising isn’t
directed to a specific person, although
this is changing with the introduction
of the Internet and more interactive
media.
• Advertising is paid persuasive
communication that uses
nonpersonal mass media- as
well as other forms of
interactive communication- to
reach broad audiences to
connect an identified sponsor
with a target audience.
BASIC FUNCTIONS OF ADVERTISING
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Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides motives (incentives) to take action
Provides brand reminders
Reinforces past purchases and brand
experiences
TYPES OF ADVERTISING
• The Ads In Terms Of Producers: Product
ads, service ads
• The Ads In Terms Of Target Market: The
ads which are made for target audience, the
ads which are made for intermediaries
(retailers, wholesaler)
The Ads In Terms Of Message:
• “American Airlines’ın tüm filolarının (700
uçaktan fazla) bütün Ekonomi Sınıflarının
koltuklarını (7000’den koltuktan fazla) daha fazla
yer açabilmek için kaldırmaya başladıklarını
duydum. Bu yeniden şekillendirme
çalışmalarının %50’si Haziran’a kadar bitecekmiş
ve buradan çıkan muhteşem sonuç ile American
Airlines hiçbir havayolu şirketinin hizmet
edemediği kadar çok Ekonomi Sınıfı müşterisine
hizmet verecekmiş.”metni yer almaktadır.
• Sağ lobda ise; “Süper. Artık ayaklarımı uzatıp
Ekonomi Sınıfı’nda oturabileceğim.”metni yer
almaktadır.
• Functional messages; are the rational
messages which informs the functional
specialities of the product or service like;
strenght, price vb.
• The ingredients of the product is mostly
given.
• In these kind of messages hard sell
technique is used. This technique direct
expression. Generally “don’t miss it”, “buy
it” kinds of expressions are used.
• These kind of messages addresses the left
side of the human brain.
• Emotional messages; which informs the
emotional benefits of a product like;
happiness, love, sex, fun, friendship, status
etc.
• These kind of messages are called Hedonic
messages and it presumes that an
individual can purchase a product just for
its emotional benefit.
• “It brings happines to your life”
• These kind of messages addresses the right
side of the human brain.
• The Ads In Terms Of Aims: The ads
which aimed to create primary demand.
These ads are to create demand or increase
demand. In these ads the functional
specialities of the product are shown
• The ads which aimed to create selective
demand. In these ads emotional benefits are
shown to create brand loyalty.
• The Ads In Terms Of Geographical
Criteria: Local ads are made only for small
local areas like only to İzmir.
• National ads are only for that nation.
• International ads are the ads which a
national firm tries to get into the market
place of some other nations.
• Global ads are the ads which whole world
is just seen one market place.
ROLES OF ADVERTISING
• Economic Role
• Communication Role
• Societal Role
ECONOMIC ROLE
• Economic role of advertising is basically to
make the consumers buy the product or
service which is in the market or to
increase the demand of the product or
service.
• The economic role of advertising performs
in two different ways:
• Short period of time and long period of
time
• Short period of time: In this period of time
advertising aims to motivate the consumers
to buy the product/service in a short period.
• Long period of time: In this period of time
advertising aims to make the consumers be
loyal and make them trust the company,
the selling aim is not urgent.
COMMUNICATION ROLE
• Advertising is a form of mass communication so
it transmits different types of market information
to connect consumers and producers.
• Advertising is a bridge between consumers and
producers.
• It produces a two sided communication between
consumers and producers by informing the
specialities of product to consumers from
producers, and by giving feedback with selling
results and consumer researchers to producers
from consumers.
NOISE
SOURCE
The company
or
the person who
conveys the message
in ad
MESSAGE
CHANNEL
Advertising
Message
Tv. Radio,
Magazine,
Outdoor,
İnternet etc.
RECEIVER
Target Audience
Responses to advertisment; sellings, consumer surveys etc.
FEEDBACK
In advertising the source (who conveys the
message in ad) has to have some
characteristics like;
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Believability
Being loved/favoured
Similarity
Electiveness
• Believability: This characteristic is the most
effective one to persuade the consumer and
purchase an product.
• In advertising if the source is an expert than
the consumers tend to believe in him.
Especially it is mostly effected in health,
hygienic products. Ex: dentist
• The intention is the second speciality of
believability. If a source is an expert but he
is the producer then the effectiveness of
source believability can be decreased.
• Being loved/favoured: Individuals are
aimed to purchase a product/service which
is suggested by a person they love or
favour.
• In advertising it is mostly seen with
celebrities.
• This has two reasons; role modelling
process and psychologically equating that
person to himself.
• http://video.mynet.com/eglendirmece/BesiBir-Yerde/983233/
• Similarity: If the consumer sees a
similarity between him and the source, this
factor makes him to purchase that product
more than the others.
• Social psychologists manifests that an
individual is likely to perform the similar
behaviour with a similar person.
• If a detergent is proposed by a house wife
than the other house wifes tend to perform
the same behaviour.
• Electiveness: The source must be elected
from the competitive products ads.
MESSAGE
An advertising message is the system of codes
which aimed to make some reactions on the target
audience and to direct the audience to purchase.
It must be coded suitable to the target audience
analysis (demographic, pshychographic, sociocultural)
An individual is exposed at least 1000 ad messages
in a day and elects %99 of them
Effective Message Properties
• It must attract/ the target audiences
attention
• It must be in the experience area of both
target audience
• It must awake the needs of target audience
and has the potential to satisfy those needs
• Attention getting properties: being
different, not being continious, being extra
ordinary being asymmetric
• Annoying properties: being same with the
competitor’s, being continious, being
ordinary, being symmetric
To get the attention of the consumer
immediately is to be extra ordinary
somethimes. The producer firms rarely
get out of their brand image to get the
imeddiate attention. This has been done
by making ads against the traditions,
societal rules, religion. This is a type
called “shockvertising” and these kind of
ads are mostly banned after coming out.
• The other immediate attention getting ad type is the
“teaser” type.
• This kind of ads are generally formed for the brands
which comes to market at the first time.
• In teaser ads there won’t be any information about the
product or the brand for more than 15 days. The
consumer won’t get any information and starts
thinking about it. After this period the logo or the
jingle comes out to inform the product.
• The aim of tears are to make consumers curious.
• http://www.videorandum.com/video/852/Shu
buo-Teaser-4-2003
• http://www.videorandum.com/video/853/ShubuoTeaser-5-2003
• http://alkislarlayasiyorum.com/icerik/2273/
• There are two basic models that presumed
about the effective ad message.
• These models are formed by steps which
shows the changes on the knowledge level
of consumers.
• NAIDAS and DAGMAR
NAIDAS
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E. St. Elmo Lewis’s model
1900, AIDA
Then in 2000’s NAIDAS
For Lewis the advertising message must
effect all the levels of NAIDAS in
consumers
Gereksinim (need)
NEED
Gereksinim (need)
ATTENTION
Gereksinim (need)
INTEREST
Gereksinim (need)
DESIRE
DESIRE
Gereksinim (need)
ACTION
Gereksinim (need)
SATISFACTION
NAIDAS
DAGMAR
“Defining Advertising Goals for Measured
Advertising Results- Ölçülebilir Reklam
Etkileri İçin Reklam Amaçlarının
Saptanması”
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Awareness ( Farkına varma)
Comprehension (Anlama)
Conviction (İkna)
Action (Eylem)
CHANNEL
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TV
Radio
Newspaper
Magazine
Outdoor
Transit
İnternet
İnteractive and Alternative
• RECEIVER: Target Audience
• NOISE: Everything that takes the
consumers attention out of the ad or make
the consumer not to expose to the ad
message.