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Advertising
Basics of advertising
 Language associated with advertising
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How Many Ads to You See Each
Week?
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The average person
is exposed to
approximately 2000
ads each week. Do
you see that many
or more?
Key words
advertise
 advertisement
 advertising
 advertiser
 advertising agency
 advert
 ad
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Warm-up Discussion
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What are your impressions of advertising
in daily life?
What part has advertising played in your
purchase or selection of products or
services?
What is your attitude towards advertising,
positive or negative?
Discussion

What is advertising?
What is advertising?
Advertising is the nonpersonal
communication of information,
usually paid for and usually
persuasive in nature, about
products (goods and services), or
ideas by identified sponsors
through the various media.
— AMA
Advertising’s role in marketing
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Marketing is a process—a series of actions or
methods that take place sequentially—aimed at
satisfying customer needs profitably.
This process includes developing products,
pricing them strategically, making them available
to customers through a distribution network, and
promoting them through sales and advertising
activities.
4Ps (marketing mix):
product, pricing, place (distribution)
& promotion (communication)
Advertising’s role in marketing

Advertising is one of the numerous tools
used in the promotion, or
communication aspect of marketing. (a
promotional or communication tool)
TYPES OF ADVERTISEMENTS
•
Advertising – Definition?
Two types
1) Product Advertisements
Purpose is
a) Pioneering (informational)
b) Competitive (compare to others)
c) Reminder (refresh memory & validate usage)
Nokia - What is the type and purpose of this
ad?
Dial Soap
What is the type and purpose of this ad?
TYPES OF ADVERTISEMENTS
2) Institutional Advertisements
Purpose is
a) Advocacy (state company position on a cause)

b) Pioneering (state what the company does)
c) Reminder (reinforce & promote company)
Can advertise a company or an entire industry
Key Bank
What is the type and purpose of this ad?
The Wall Street Journal
What is the type and purpose of this ad?
Designing the Advertisement

Message Appeal
• Fear Appeal – avoid a negative experience
• Sex Appeals – increase the attractiveness of the use
• Humorous Appeal – use will be fun and exciting
Often used in combination
Advertising
Advertising is any impersonal, one-
way
mass communication
about a product or organization that
is
paid for by a marketer.
Product Advertisements
Product advertisements are
advertisements that focus on selling a
specific good or service the company
offers.
Institutional Advertisements
Institutional advertisements are
advertisements designed to build goodwill
and an image for an organization without
focusing on any one product the company
makes.
Infomercials
Infomercials are program-length
(30-minute) advertisements that take an
educational approach to communication
with potential customers.
Product Placement
Product placement is a sales promotion
tool that uses a brand-name product in a
movie, television show, video, or a
commercial for another product.
Cooperative Advertising
Cooperative advertising consists of
advertising programs by which a
manufacturer pays a percentage of the
retailer’s local advertising expense for
advertising the manufacturer’s products.
Selecting the Right Advertising Media
Cost per
thousand
Reach
Frequency
Audience
Selectivity
The cost of reaching a thousand
people or households at least
once
The number of different people
exposed to an advertisement at
least once
The number of times an
individual is exposed to a
message
The ability of an advertising
medium to reach a precisely
defined market.
Functions of Advertising
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To identify products and differentiate them from
others. (branding)
To communicate information.
To induce consumers to try new products and to
suggest reuse. (new and repeated consumers)
To stimulate the distribution.
To build brand awareness, preference and
loyalty.
To lower the cost of sales. (For the cost of reaching
just one prospect through personal selling, companies
can reach thousands of people through media
advertising.)
Classifications of Advertising

Classification by target audience

Consumer advertising: aimed at people who buy for
their own use

Business advertising: aimed at people who buy for
use in business
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Classification by geographic area:
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International/global advertising (foreign markets)
National advertising
Regional advertising (in one area or region)
Local advertising (in only one city or local trading area)
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Classifications of Advertisement
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Classification by medium:
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Print advertising (newspaper, magazines, brochures,
flyers)
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Electronic advertising (television, radio: commercials;
Internet)
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Outdoor advertising (billboards, kiosks, public
transport, events)
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Direct-mail advertising (through the Postal Service
and by e-mail)
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POP (point of purchase) advertising
Advertising Media & Methods
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wall paintings
web banners
web popups
mobile telephone screens
shopping carts
skywriting
human directional
town criers
painted vehicles
in-flight ads
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subway platforms
shopping bags
train cars
event tickets and
supermarket receipts
e-mails (spam)
street furniture
Discussion
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1.
2.
3.
Questions:
Outdoor advertising is increasing in many
countries. Is this a good thing?
What products do you think are suitable for
outdoor advertising?
Make a list of the advantages and
disadvantages of the major media.