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Advertising

Advertising is a message designed topromote or sell a product, a service,or an idea.

Advertising reaches people throughvaried types of mass communication.

Business firms use advertising to

promote an "image" for theircompany.

One Size Does Not Fit All


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GIVES

In Advertisement

CREATIVE IDEAS

PROFIT


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Major Types of Advertising

Institutional

Advertising

Designed to enhance a companys image

rather than promote a

particular product.

Product

Advertising

Designed to tout the benefits of a specific

good or service.


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Institutional Advertising


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Common Advertising Appeals

Profit

Health

Love or romance

Fear

Admiration

Convenience

Fun and pleasure

Vanity and egotism

Environmental

Consciousness

Product saves, makes, or protects money

Appeals to body-conscious or health seekers

Used in selling cosmetics and perfumes

Social embarrassment, old age, losing health

Reason for use of celebrity spokespeople

Used for fast foods and microwave foods

Key to advertising vacations, beer, parks

Used for expensive or conspicuous items

Centers around environmental protection


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Media Types

Newspapers

Magazines

Radio

Television

Outdoor

Internet

Alternative Media

Major TypesMajor Types

ofofAdvertisingAdvertising

MediaMedia


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Advertising Media

Magazine

Yellow Pages

Internet

Radio

Television

Outdoor

Newspaper


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Executing the Message

Mood or

Image

Musical

Demon-

stration

Scientific

Real/

Animated

Product

Symbols

Fantasy

Lifestyle

Slice-of-Life

Humorous

CommonCommon

ExecutionalExecutional

StylesStyles

Spokes-

person/

Testimonial

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logos


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Slogans

The powerful tool for advertisingkItjs More Than Just Oil.

Itjs Liquid Engineering.

kconnectingpeop e


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kIjm Loving Itl

kWe bring goodthings to life.l

kBuy it. Sell it.

Love it.l


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Thank you

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