Transcript
ADVANCED ADVERTISING
Lecture 1
Paper
A quick review
Advertising
Advertising is paid, non-personal communication
from an identified sponsor using various media to
persuade and influence an audience.
Functions of advertising
Advertising identifies products and differentiates it from others
(e.g. different brands, packaging)
Adv. communicates information about the product, its features
and its location of sale.
Adv. induces customers to try new products and suggests reuse.
Adv. stimulates the distribution of a product. (helps increase the
demand of the product)
Adv increases the use of product since more people become
aware of the product.
Adv builds brand value, brand preference and loyalty.
It lowers the overall cost of sales.
Types of Ads
Brand advertising/ National Consumer advertising
Retail/ Local advertising Political advertising Directory advertising Direct-response advertising Business to business advertising Institutional advertising Public Service Advertising Interactive Advertising
Reasons to advertise
To announce a new product To expand the market to
new buyers To announce a modification To announce a price change To announce a new pack To make a special offer To invite inquiries To sell directly To test a medium To obtain stockists
To announce location of stockists
To educate consumers To maintain sales To challenge competition To remind To retrieve lost sales To please the sales force To recruit force To attract investors To announce trading
results
Appeals
Primary Selective
Rational Emotion
Need arousing Need satisfying
Negative Positive
Parts of an ad
Trademark
Logo
Brand slogan/ tagline
Caption
Body copy
Layouts of ads
Ogilvy layout
Z layout
Single Visual layout
Illustrated layout
Top heavy layout
Upside down layout
In this semester
Marketing Marketing Plan Media Brief Media Planning TVC Types of TVC Important points of
TVC Story boarding Branding Consumer Behavior
Required outputs (practical)
Product Introduction
Marketing Plan Media Brief Media Plan Print Ad TVC Storyboard TVC
Survey questionnaire
Survey results Any other
promotional material made by the group
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