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Transcript
Easy as PIE: Presenting in English
Doing business without advertising is like
winking at a girl in the dark. You know what
you are doing, but nobody else does.
Steuart Henderson Britt
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Definitions
Classifications (types of advertising)
Advertising techniques in print and TV
Special technique
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Advertising - the promotion of a company’s products and
services carried out primarily to drive sales of the products
and services but also to build a brand identity and
communicate changes or new product/services to the
customers.
Advertisement –
Impersonal communication usually paid for & usually
persuasive in nature, about products (goods & services) or
ideas by identified sponsor through various media.
Something (such as a short film or a written notice)
that is shown or presented to the public to help sell a
product or to make an announcement
Important terms: Television advertisement, TV commercial,
commercial, advert, ad
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Increasing the sales of the product/service
Creating and maintaining a brand identity or
brand image.
Communicating a change in the existing
product line.
Introduction of a new product or service.
Increasing the buzz-value of the brand or the
company.
Informative advertising
• helps to develop awareness of the product and to establish
demand for it
Persuasive advertising
• seeks to influence the customer to buy a company’s product
by stressing quality or
Reminder advertising
• helps to keep the product name in the consumer’s mind. To
postpone the moment of decline
Print
Advertising
Outdoor
Advertising
Broadcast
advertising
Newspapers
Billboards
Television
Magazines
Kiosks
Radio
Brochures
Tradeshows
Internet
Fliers
Events
ATL
(above the
line)
BTL
(below the
line)
• carried out through mass media
• Conventional
• Impersonal
• Involve the purchase of space and time in the
media
• television, cinema, radio, print, web
banners and web search engines
•refers to forms of non-media communication or
advertising
•Unconventional
•Direct means of communication
•Targeted
•tele-marketing, road shows, promotions, inshop and shop-front activities, display units
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Slogans and Weasel Words
Arouse Curiosity
Emotional Appeal (heart strings)
Concepts that Make us Feel Good
Beauty
Children
Celebrities
Real Life Situations
Joining the Bandwagon
Music Effects
Bit of Humor
Scientific or Statistical Claims
Consumer Intelligence
You are welcome!