Download Advertising Lecture

ADVERTISING
• Paid non-personal communication
transmitted to a target audience through
mass media.
– Literally 100’s of classifications and media
types.
– Not just for profit businesses. Many nonprofit businesses regularly advertise.
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ADVERTISING CAMPAIGN
• Creation and execution of a series of ads.
– Milk Campaign: “Got Milk?”
– Budweiser: What’s Up!
– Census 2000
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MEDIA PLAN
• Specifies media vehicles and schedule for
running the advertisements.
– Reach
– Frequency
– Comparison Indicators (e.g., CPM)
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ADVERTISING ISSUES
• Communication Objectives versus Sales
Objectives!
• Accountability!
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BASIC TARGET AUDIENCE
MOTIVATIONS
• Emotional: Motivated by the emotional
appeal of the message.
• Rational: Motivated by logic or rationale
of message.
• Combo!
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ADVERTISING FUNCTIONS
• INFORM
• PERSUADE
• REMIND
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ADVERTISING TYPES
• Product: Promotes use, features, and benefits
of products.
• Institutional/Corporate Advertising: Promotes
organizational images, ideas, or political issues.
• Advocacy: Promotes a company’s position on a
specific public issue.
• Comparative: Compares characteristics of two
or more specific brands.
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BASIC ADVERTISING
APPEALS
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Slogans
Image
Humor
Fear/Anxiety
Celebrity Endorsed
Slice of Life
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BASIC MAGAZINE AD
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Headline
Sub-headline
Illustration
Body Copy
Signature
Layout
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STORYBOARD
• Used to develop commercials.
• A mockup combining copy and visual
material to show the sequence of major
scenes in a commercial.
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