Intro to advertising week 1, class 1 - hmlc

Introduction To Advertising

What Is

Advertising About?

It is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action.

What Is

Advertising About?

Usually paid for by sponsors/clients, and are

featured in numerous media outlets, including: print media, radio, television, outdoor advertising, direct mail, digital media, and text messages

Commercial Advertisers

Seek to generate increased consumption of their

products/services through “Branding”, which

involves the repetition of an image or product name –

with the aim to associate certain qualities with the brand in the mind of the consumers

Non-Commercial Advertisers

Advertisers who spend money to advertise items other

than a consumer product/service – includes

political parties, interest groups, religious organisations, and governmental agencies

Alphabets Of Advertising?

Creativity

What Is

Creativity?Creativity is the

ability to perceive things differently

Client Service

Forms the link between the agency and the client. This contact person is responsible for “selling” the agency’s advertising campaigns and services. This individual must be well versed with a company’s offerings, values, target markets, competitors, etc.

Copywriter

The copywriter is responsible for creating the words in advertisements. Usually involves creative writing, but can also involve writing styles that are professional.

Media Management

The media manager, media planners and media buyers have to cover a wide field. They must be conversant with all possible ways in which to advertise their message. The advertisement must be exposed to the correct target market/audience, at the most economical cost, while providing the best possible coverage and reach.

Art Director

Art directors have to be people with exciting ideas. They are responsible for the visual execution of any advertising initiative. They design the illustrations and lettering of advertisements and must therefore constantly have new original ideas and ingenuity.

Graphic Designer

Graphic designers are usually responsible for designing logos, corporate identities, packaging and label design, editorial or magazine design and layout. Both art directors and graphic designers should possess some knowledge of the various production processes.

Production

There are two general production areas within an agency, print and electronic production. Print production caters for all forms of advertising in the print media. Electronic production relates closely to broadcast media.

Marketing Research

Marketing research allows for the understanding of consumer attitudes, perceptions and behaviour. Involves testing of concepts and advertisements, research consultation, analysis of research data, etc.

End Of Session