Download advertising

BASIC PRINCIPLES
OF
ADVERTISING
2
ADVERTISING’S ROLE IN
MARKETING
• Marketing is an organizational function and a set of
processes for creating, communicating and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stake holders.
• There are some concepts of marketing which have
importnat implications for advertising and its role
in marketing. These concepts can be classified as;
the marketing concept or focus on customers, concept of
exchange, concept of branding, concept of added value.
THE MARKETING CONCEPT/ FOCUS ON
CUSTOMERS
• Historically marketers used to develop a
product and then try to find a market for the
product.
• But recently this procedure is changed. Now
marketers try to include the customer in the
product design and development process in
the concept of marketing.
• Marketing concept is an approach that suggest
marketing should focus firstly on identifying
the needs and wants of the customer rather
than on finding ways to sell products that may
not meet with the customer’s needs.
• In today’s marketing,
marketers know taht to
compete effecttively with the
competitors they must focus
on their customer’s problems
and try to develop products to
solve them.
• Dell lets you check online various
options and then you specify
what you want. You pay for it
and then Dell builds it for you
and delivers it 10 days later.
• The marketing concept has two marketing steps.
• First step is to determine what the customer wants
and needs. Second step is to develop, market and
service goods that fill those wants and needs. So
second step can be considered as creating solutions
and solving problems for customers.
• Both steps are addressed in advertising planning
through consumer research and the methods used
by planners to develop insight into consumer
decision making.
• This information feeds back into marketing plans
where it can takes action for new product
developments that are better designed to meet
customer needs.
THE CONCEPT OF EXCHANGE
• Marketing helps to create exchange means
that the act of trading a desired product or
service to receive something of value in
return.
• In other words; company makes a product
or service and offers it for sale at a certain
price and the customer gives money to the
company to buy that product. This the
economic exchange.
• Second one that marketing makes exchange
of is communication exchange.
• Advertising provides information as well as
the opportunity for customer-company
interaction.
THE CONCEPT OF BRANDING
• Branding can be told as the process of
creating a special meaning for a product.
That meaning that makes it distinctive in
the marketplace and in its product
category.
• This is the special meaning of branding
and it is called brand image and it is the
result of communication among
advertising, as well as your own personal
experiences with the product.
• Branding transforms a product into a
brand which has a distinctive identity and
personality.
• So we can say that advertising tries to
create a brand imaje with two elements;
brand identity like; high-quality, expensive
etc. and brand personality like a persons
qualifications like; cute, attractive etc.
• Consumers tend to purchase in terms of
brand image.
• Advertising creates familiarity with
branding. Cause individuals feel more
comfortable with the brands they know.
And that’s why a familiar brand is
importnant when people major purchases
like cars, house ware etc.
• People tend to think there is a less risk in
buying familiar brands than in buying the
brands that they don’t know.
• Branding is useful to
consumers buying
clothing and fashion
items, where self
identity may also be
linked to the brands
that they wear.
• These brands are
fairly complex
psychological
messages whose
meanings are built
up over time
through advertising.
• Brand equity is the reputation,
meaning and value that the brand
name or logo/symbol has acquired
over time.
• It measures the financial value the
brand contributes to the company.
THE CONCEPT OF ADDED VALUE
• The reason market,ng and advertising
activities are useful for both to consumers
and to marketers is that they add value to a
product.
• Added value means a marketing or
advertising activity/effort makes the
product more valuable or useful or
appealing.
• Somethimes it is functional or somethimes
it is psychological.
•
•
•
•
•
•
•
•
•
•
•
MODERN MARKETING TYPES
Permission marketing
Relationship marketing
Guerilla marketing
Mobile marketing
Data-base marketing
Green marketing
Experiental marketing
Maxi marketing
Word-of-Mouth Marketing
Viral marketing
E-marketing
ADVERTISING
&
SOCIETY
ADVERTISING’S SOCIAL ROLE
• Advertising has the potential of both
forming society and mirroring it.
• Ads can give a shape to society by dictating
people how to act and which action would
be the proper one.
• According to critical perspective the
products of media like advertising gives
concious messages to society about what is
right/wrong, what is fashinoble and what is
not, which products must be used/not. etc.
• Sociologist and pshychologist which have
critical perspective proposes that
individuals have the espousal for the media
to guide them. By this kind of action ads
tend to shape the society.
“The decisions we make are not ours, they
conveyed us from outside. But we tend to
persuade ourselves that we have made them. But
in reality we act like the way which the others
want us to, because of the fear of loneliness.”
Eric Fromm
• On the other hand, advertising
professionals tend to believe that the best
they can do is spot the society’s trends and
then develop messages that connect them.
So advertisers claim that they only mirror
the values rather than producing them.
• The other potential of advertising is to help cultural
imperialism. In this condition we can call it
marketing imperialism.
• This is a term used to describe what happens when
Western culture is imposed on others, particularly
such as the Middle East, Asian and African
cultures. Some Asian and and Middle Eastern
countries are critical of what they see as America’s
materialism. They worry that international/global
advertising, as well as international media will
encourage their young people to adopt these
viewpoints.
ADVERTISING
ETHICS
• Ethics can be defined as; a set of moral principles
that guide actions and create a sense of
responsible baheviour.
• Advertising ethics is; the moral evaluations and
questionings about advertising’s effects on the
society and advertising industry.
• The critical definitions of advertising can be as;
• “the art of lying in the legal way”,
• “a cultural production area”,
• “The tool of making the economical/political
structure continue with leading individuals to
consume”
• “The most effective way of getting into the minds
of individuals”
• Looking from the ethical perspective
advertising performs two functions.
• Economic function of advertising is to
make individuals consume.
• The ideological function is the role that
advertising plays in operation of social
values and behaviours.
• There are some ethical considerations and
criticisms about some issues which is
concerned with the economical and
ideological functions.
• To create unrealistic needs and remind the
needs to make individuals purchase
• To give false information to consumers about
product specialities which the product doesn’t
have
• To keep the individual’s minds with
materialism and consumption
• To show incentive/appealing life styles
• To exagerate the product/service’s benefits
• To target the audiences like children which can
be damaged pshychologically
• To provoke the cultural differences
• To target the audiences with lack of
knowledge
• To position the masculine and feminine
roles wrongly
• To give role models
• The approach to woman
• The approach to sexuality
• Having an uncontrollable pshychological
effect
• To touch mostly to individual’s emotional
motives.
CONSUMPTION SOCIETY
• Consumption culture is; the condition of
marketing products/services and making
those products/services’s consumption is
primary in the cultural way in modern
capitalist societies.
• The individual’s body in the
consumption culture is passive but the
mind is active with purchasing.
Consumption is an experince and a
mental fact which has to be solved day
by day.
• For Bauldrillard the individual in the
consumption society will be alianated.
• Alienation is; the big changes which took
part in the society’s norms and rules that is
against to the nature of human beings
causes the individual feel senseless to
his/her life and values or becoming distant
to them.
• The emotional motives are mostly used in
advertisements.
• Emotional motives are based on feelings,
dreams, pshycological conditions like;
being beautifiul/sexy, being noticed etc.
• With these ads it assumed that the
consumers ignore the functional
speciliaties of the product and purchase
just for the emotional and pshycological
satisfaction.
• According to Jean Baudrillard ads tend to
send personalized messages like they are
producing friendly relationships with the
target and they use a special familiar
language.
• Ads tend to call the house wife with
another house wife, an employee with a
collegue or to every person of society like a
friend or inner personality that tries to
make a confession etc.
• There always hopes and dreams are given
in the message like they would reach that
dream or hope with purchasing
• Advertising gives society some role
models with star/celebrity strategies. But
in reality after purchasing the product the
individual finds out that he/she couldn’t
be that person or couldn’t reach that role
model and finally this process end with
depression.
“In reality some people be
misserable in all of their lifetime,
envy to the others. This has only
a reason. Because they try to be
someone else. “
Alfred Adler
540 people involved in the survey with the quesiton of
“who is the most effective celebrity with his/her
suggestion?”
1 Cem Yılmaz 31
2 Seda Sayan 28
3 Acun Ilıcalı 26
4 Uğur Dündar 24
5 Kadir İnanır 24
6 Hülya Avşar 20
7 Beyazıt Öztürk 19
8 Orhan Gencebay 15
9 İbrahim Tatlıses 14
10 Gülben Ergen 13
11 Sibel Can 11
12 R. Tayyip Erdoğan 11
13 Arda Turan 10
14 Şahan Gökbakar 9
15 Kenan İmirzalıoğlu 8
16 Derya Baykal 7
17 Türkan Şoray 7
18 Hakan Şükür 6
19 Ebru Gündeş 6
20 Tarkan 6
• The other criticsm subject of advertising is
targeting the audiences with lack of
knowledge.
• Nestle made milk powder advertisements for
Africa countries and suggested that milk
powder is better than the original mother
milk.
• The other way is that the lack of medical
jargon. Advertisments make benefit from
words like “chlorinated “, “fluorided” that the
audience don’t konw exactly what it means.
• With these kind of words ads tend to provide
excellence and class.
• The other criticsm is
that the ads remind
the needs to make
individuals purchase.
Ads mostly creates
this situation with the
third and fourth stage
(State of belonging
and ego/esteem needs)
of the Maslow’s
Hierarchy Of Needs.
“If the individual leaves his/her unique
personality and lets the others give advices,
there must be a reason; to live in harmony
with them and especially for the need of their”
Sigmund Freud
Advertisers mostly use of those needs like
belongingness.
Siz hala annenizin margarinini mi
kullanıyorsunuz? LUNA
• The other criticism is that the ads
create unrealistic needs.
• In Chuck Palahniuk’s Fight Club
there are lots of criticm about
consumption and the unrealistic
needs.
• “There is class of strong women and
men and those people try to sacrifice
their life for
something.Advertisements make
people run after some unneeded cars
or clothes. For long decades people
used to work in the jobs they hated,
why? To buy some things which they
don’t really need.”
• The people I know used go into
the toilets with porn magazines
but now they go in there with
IKEA catholugues.”
• Tyler: “Yes we are consumers, we
are products of a passionate life
style. We are not interested in
murders, crimes, poverty.
Magazines, 500 channelled tv’s, the
name of the brand written in my
underwear are more interesting for
me”.
• Television is the most effective tool to
continue the capitalist system. For this
approach capitalism uses tv. in two ways;
to make consumption and to make people
stupid.
• And also for this approach we make
consumptions because we go stupid and we
become stupid because of consumpting.
• İmages are mostly used in tv texts and
content gets lost because of the effective
images. So in tv ads if some product is
called “good” the individual tends to think
that’s good.
• In tv ads mostly the shown picture is the
happy family, a golden retreiver dog, a nice
house with a garden etc. So ads mostly
offers the American dream with the
product.
• According to Worldwatch’s World Profile
2005; more than 1 billion and 700 million of
the world is a consumer and that is more
than a quarter of world population.
GENDER ROLES
• Sex is the biological, physiological and genetical
differences of two different species. In this regard
the difference is called as woman and man.
• Gender is the social role of woman and man in
society so the difference is called as feminine and
masculine.
• Sex defines the reasons of behaviours of woman/
man biologically but gender defines them social
and culturally.
• Gender roles are given to woman and to man by
society and that society’s culture.
MASCULINE SPECIALITIES OF 25
NATIONS’S SURVEY
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Hareketli (23)
Sağlıklı (24)
Maceracı (25)
Ciddi (20)
Agresif (24)
Sade (23)
Hırslı (22)
Haşin (24)
Kibirli (20)
Duygusuz (23)
İddialı (20)
Heyecansız(20)
Otokritik (24)
Düşüncesiz(19)
Kendini Beğenmiş (19) Akıllı (23)
Açık Düşünen (21)
Umursamaz(20)
Kaba (21)
Gerçekçi (20)
Kendine Güvenen (19) İlerici (23)
Acımasız (21)
Fırsatçı (20)
Cesur (24)
Pis (19)
Kararlı (21)
Gürültücü (21)
Düzensiz (21)
Mantıklı (22)
Dominant (25)
Tembel (21)
Bencil (21)
Yaratıcı (22)
Enerjik (22)
Maço (21)
Girişimci (24)
Bağımsız (25)
Etkin (25)
Aklı Başında (20)
Açıkgöz (21)
Becerikli (19)
Katı (21)
Eğlenceli (19)
Tek Başına Karar Alabilen (21)
FEMININE SPECIALITIES OF 25
NATIONS’S SURVEY
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Sahte (20)
Şefkatli (24)
Meraklı (21)
Çekici (23)
Büyüleyici (20)
Bağımlı (23)
Tedirgin (19)
Hayalci (24)
Duygusal (23)
Korkak (23)
Seksi (22)
Kibar (21)
Uysal (19)
Yumuşak Başlı (21)
Cana Yakın (19)
Hassas (24)
Utangaç (19)
Yufka Yürekli (23)
İtaatkar (25)
Batıl İnançlı (25)
Konuşkan (20)
Güçsüz ( 23)
• Gender roles differences are gained in the
socialization process.
• Socializtation process is the process which
the cultural norms, values, roles are learnt
and conveyed from to generation to
generation with the socialization agents.
• Socialization agents are family, school and
friends and media.
• According to Albert Bandura’s Socio-Cognitive
Learning Theory; the individual observes the
socialization agents in the socialization process
and then they tend to take them their role models.
• So firstly this starts with parents and then friends
and finally media.
• Gender roles are learnt in this process in SocioCognitive Learning Theory. If the societies gender
roles are modern than the child will have modern
roles but if they are conventional then it will
improve in that way.
• Gender roles are in every media text and
also in advertisements so the ads effect the
way of gender role developments.
• If a girl is taught that playing with dolls is
convenient to that sex and if she sees that
her friends play with dolls, then she would
understand that girls play with dolls. But
if she sees that a girl from media/ads who
plays with dolls she would develop her
role in that way and understands that it
would be the right thing to do.
• The researches has shown that man are mostly created in ads
more superior to woman. Woman are likely to be married,
young, beautiful. Mostly they take advice from man.
• Woman are shown in two ways mostly in ads; mother/house
wife and sexy/beautiful woman.
• In first type woman mostly shown in hygenic product ads and
in these ads they compete with each other to be more cleaner
and so to be the best house wife or mom.
• They are mostly at their home which could be the most
secured place for woman to be in their lifetime.
• http://www.videorandum.com/video/91/Alo--Benim-annems%C3%BCper
• http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHDFR/
• http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHEAB/
• The other type is the beautiful and sexy
woman. In these ads woman are so
beautiful that every woman would envy
and every man would want.
• In these ads woman mostly try to be more
beautiful then ever because in socialization
process they always learnt that to be the
best woman for a man, she must always be
beautiful and sexy.
• According to John Berger ideal audience is always be
the man and woman body is shown mostly to make
them happy.
• Man watches woman body and woman watches
herself to getting watched. In these case woman is the
meta and being watched and addored is the success of
her.
• http://www.reklamlar.tv/rtv/sin/one/N/P_P/rv/BHD
WO/
þohben reklamý- güzellik.wmv
• Besides woman are shown in advertisements that
they are the primary objects of consumption and
they are made only for consumpting.
axess-arkadaþlar-kadýnlar.wmv
• In ads men are created as macho, succesful, brave,
strong, smart etc. Mostly they are shown in their job
working and accomplishing something, or in their
cars.
• They mostly suggest their opinions and they help
people with their suggestions as they are the experts.
rodeo-mustafa-ayseler de tadabýlýr.wmv
ali desidero 2.wmv
• In all these kinds of ads gender roles are
shown and reminded to the audience.
• After 80’s there become a movement which is
feminism and after those years media texts
started to change depending on the
globallisation and ICT.
• In todays ads woman and man’s gender roles
became more modern.