Transcript
© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Chapter1What is Advertising
Today?
Defining advertising and introducing the
profession
Insert Bunny adp. 3Here
Objectives
Define advertising and differentiate it from
other forms of marketing
communications
Explain how advertising differs from
the basic human communication
process
Discuss advertising’s role in marketing
strategy
Define marketing and identify the four
elements of marketing
Differentiate consumer and business markets
Exchanges perception, satisfactionWhat is Advertising?
Usually paid for
Usually persuasive in nature
About products
From identified sponsors
The structured and composed nonpersonal communication
Advertising
Through various media
Communication: What makes Advertising Unique
Source
Formulates an idea
Encoding
Encodes it as a message
Message Channel
Sends it viaa channel
The human communication process
Communication: What makes Advertising Unique
Source Encoding Message Channel
Decoding
To be decoded
Receiver
By a receiverFeedback
The human communication process
Feedback
Sponsor
Author
Communication: What makes Advertising Unique
Applying the communication process to advertisingSource Message Receivers
Within the text of the advertisement
Persona Literary form1. Autobiography2. Narrative3. drama
Implied consumers
Sponsorialconsumers
Actual consumers
Source Dimensions
Legally responsible
Has a message for consumersSponsor
Copywriter, art director, or creative group
Creates the message but invisible to the audience
Author
Real or imaginary spokesperson
Represents the sponsorPersona
Message Dimensions
“I” tell a story about myself to “you,” the imaginary
audience
Autobiography
Third person tells a story about others to imagined
audience
Narrative
Characters act out events in front of imagined audience
Drama
Receiver Dimensions
Ad texts presume an audience
These implied consumers are not real
Implied consumers Gatekeepers who decide if the ad
will run
Sponsor’s executives
Sponsorial consumers
People in the real world who comprise the target audience
Actual consumers
Applying the Communication Process to Advertising
Redeemed Coupons
PhoneInquiries
IncreasedSales
SurveyResponses
Feedback and
Interactivity
Exchanges perception, satisfactionWhat is Marketing?
Process of planning and executing
The conception, pricing, distribution and promotion
Of ideas, goods, and services
To create exchanges that satisfy
Marketing
Perceived needs, wants, and objectives
Who shouldbe the targets
Advertising and the Marketing Process
Where advertising
should appear
Whatmediashould
be used
What the adsshould
accomplish
Marketing Strategy
Determines
Identifying Target Markets and Target Audiences
Total Market
Target
Market
Target
Market
Marketing Activities
Identifying Target Markets and Target Audiences
TotalAudience
TargetAudienc
e
TargetAudienc
e
Advertising
Types of Markets
Total Market
Industrial
ConsumerMarkets
Types of Markets
Total Market
Industrial
ConsumerMarkets
Types of Markets
Includes retailadvertising
Public service announcements
ConsumerMarkets
Types of Markets
ConsumerMarkets
Industrial
Also called Business-to-business
Trade advertisingProfessional advertising
Farm advertisingSpecialized BTB advertising:
Implementing Marketing Strategy
Marketing Strategy:A mix of controllable strategic elements:
Product
Pricing
Distribution
Communication
Insurance or tax prep
companies use service
advertising
Mass merchandise:
consumerpackage goods
advertising
Tech or science products use
high-techadvertising
The Product Element
For virtually every productspecialists use a specific
type of advertising
NO
The Price Element
Does the companycompete on price?
YES
Sale advertising
Clearance advertising
Loss-leader advertising
NO
The Price Element
Does the companycompete on price?
Imageadvertising
Regular price-lineadvertising
The Distribution Element
Global Marketers
Global advertising sends consistent messages
around the world
ItalyBrazilTurkeySpain
The Distribution Element
Other Global Marketers
International advertising tailors messages to
foreign markets
ItalyBrazilTurkeySpain
The Distribution Element
Nationaladvertising
Companies marketing in several regions
The Distribution Element
LocalAdvertising
Businesses and retailersoperating in a small
trading area
Communication Element
MarketingCommunications
(marcom)
All planned messagesThat companies create
And disseminate to supportmarketing
Advertising
Personal selling
Sales promotion
Public relations activities
Collateral materials
Communication Element
IntegratedMarketing
Communications
CollateralMaterials
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
Communication Element
IntegratedMarketing
Communications
CollateralMaterials
SalesPromotion
ProductAdvertising
PersonalSelling
PublicRelations
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