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Introduction to Advertising
Lecture Outline
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VI.
VII.
What is Advertising?
Roles and Functions of Advertising
The Key Players
Types of Advertising
What Makes an Ad Effective?
The Evolution of Advertising
The Current Advertising Scene
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Defining Modern Advertising
• Advertising is paid
• Five basic 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
1-3
Key Concepts of Advertising
• Strategy
• 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
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Key Concepts of Advertising
• Strategy
• Creative idea
• The central idea that
grabs the consumer’s
attention
• Creativity drives the
entire field of
advertising
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Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Effective ads adhere to
the highest production
values in the industry
• Clients demand the best
production the budget
allows
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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
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Roles of Advertising
• Marketing
• The process a business
uses to satisfy consumer
needs by providing
goods and services
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–
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Product category
Target market
Marketing mix
Brand
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Roles of Advertising
• Marketing
• Communication
• Can reach a mass
audience
• Introduces products
• Explains important
changes
• Reminds and reinforces
• Persuades
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Roles of Advertising
• Marketing
• Communication
• Economic
• Moves from being
informational to
creating demand
• Advertising is an
objective means for
providing price-value
information, thereby
creating a more rational
economy
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Roles of Advertising
• Marketing
• Communication
• Economic
• Societal
• Informs consumers
about innovations and
issues
• Mirrors fashion and
design trends
• Teaches consumers
about new products
• Helps shape consumer
self-image
• Perpetuates selfexpression
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The Functions of Advertising
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•
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•
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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
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The Key Players
• Advertiser
(client)
• Uses advertising to send
out a message about its
products
• Initiates the advertising
effort by identifying a
marketing problem
• Approves audience,
plan and budget
• Hires the advertising
agency
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The Key Players
• Advertiser
(client)
• Agency
• Has strategic and
creative expertise,
media knowledge,
workforce talent, and
negotiating abilities
– Advertising department
– In-house agency
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The Key Players
• Advertiser
(client)
• Agency
• Media
• The channels of
communication that carry
the message to the audience
• Are also companies or huge
conglomerates
• Mass media advertising can
be cost effective because the
costs are spread over the
large number of people the
ad reaches
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The Key Players
• Advertiser
(client)
• Agency
• Media
• Supplier
• Assist advertisers,
agencies, and the media
in creating and placing
the ads
• Vendor services are
often cheaper than those
in-house
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The Key Players
• Advertiser
(client)
• Agency
• Media
• Supplier
• Audience
• The desired audience for the
advertising message
• Data-gathering technology
improves accuracy of
information about customers
• Advertisers must recognize
the various target audiences
they are talking to and know
as much about them as
possible
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Types of Advertising
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Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
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What Makes an Ad Effective?
1. If it creates an impression for a product or
brand
2. If it influences people to respond in some
way
3. If it separates the product or brand from the
competition in the mind of the consumer
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What Makes an Ad Effective?
• Effective advertising messages will achieve
the desired impact (objective) on the target
audience
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The Evolution of Advertising
• Age of Print (Mid 1400)
• Industrial Revolution and Emergence of
Consumer Society (Mid 1800)
• Modern Advertising Era (1900)
• Accountability Era (1970)
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The Current Advertising Scene
• Expanded view
• Electronic media are
changing the media
landscape
• New media are more
personal and interactive
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The Current Advertising Scene
• Expanded view
• Integrated
Marketing
Communication
• The practice of unifying
all marketing
communication tools so
they send a consistent,
persuasive message
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The Current Advertising Scene
• Expanded view
• Integrated
Marketing
Communication
• Globalization
• Increasing globalization
of marketing programs
• Advertisers are moving
into global markets and
agencies are forming
huge multinational
operations
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Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
 Event Management For Tourism, Cultural, Business and
Sporting Events by Lynn Van Der Wagen Brenda R.
Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Integrated Marketing Communications by David Pickton
& Amanda Broderick Published by Prentice Hall.
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The End
“Take care of your reputation.
It’s your most valuable asset.”
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