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Introduction to

Advertising
First Session
Muhammad Waqas
Lecture Objectives

Define advertising and explain its key components


Discuss the roles and functions of advertising within
society and business
Identify the key players and their roles in creating
advertising
Explain the different types of advertising
Summarize the characteristics of effective advertising
and explain why it is always goal directed
Muhammad Waqas

Analyze the changes affecting the advertising industry


Muhammad Waqas
Ho Jao Good k Liye Crazy - Pappu
Sergeant
Muhammad Waqas
What Is Advertising?

Advertising is the Five basic


structured and
composed non personal components:
communication of 1. Paid communication
information, usually 2. Sponsor is identified
persuasive in nature,
about products (goods, 3. Tries to persuade or
influence
services and ideas) by
identified sponsors 4. Reaches a large
through various media audience
(Arens, 2004, p. 07). 5. Conveyed through
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impersonal mass
media
Key Concepts of Advertising

The logic and planning


Strategy

behind the ad
Advertisers develop ads
Creative to meet objectives
Advertisers direct ads to
idea
identified audiences
Advertisers create
Execution messages that speak to
the audiences concerns
Advertisers run ads in
Media the most effective
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media
Key Concepts of Advertising

Strategy
The central idea that
Creative

grabs the consumers
attention
idea Creativity drives the
entire field of

Execution advertising
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Media
Key Concepts of Advertising

Strategy
Effective ads adhere to
Creative

the highest production
values in the industry
idea Clients demand the best
production the budget

Execution allows
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Media
Key Concepts of Advertising

Strategy
Communication channels
that reach a broad
Creative audience
How to deliver the
idea

message is just as
important coming up

Execution with the creative idea of


the message
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Media
Roles of Advertising

Hard-Sell Approach
Soft-Sell Approach
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Roles of Advertising

Marketing
The process a business
Communic uses to satisfy consumer
needs by providing

ation goods and services


Product category

Economic Target market


Marketing mix

Societal Brand
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Roles of Advertising

Marketing
Communication Can reach a mass
audience
Economic Introduces products
Explains important
Societal changes
Reminds and reinforces
Persuades
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Roles of Advertising

Marketing
Communic Moves from being
informational to creating
demand
ation Advertising is an objective
means for providing price-
Economic value information, thereby
creating a more rational
economy
Societal
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Roles of Advertising

Marketing
Communication Informs consumers
about innovations and
issues
Economic Mirrors fashion and
design trends
Societal Teaches consumers
about new products
Helps shape consumer
self-image
Perpetuates self-
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expression

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The Functions of Advertising

Builds awareness of products and brands


Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences
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The Key Players

Advertiser
Uses advertising to send
(client) out a message about its
products

Agency Initiates the advertising


effort by identifying a
marketing problem
Media Approves audience, plan
and budget
Supplier Hires the advertising
agency
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Audience
16
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Advertiser
The Key Players

Advertiser
(client) Has strategic and
creative expertise,
Agency media knowledge,
workforce talent, and
Media negotiating abilities
Advertising department
Supplier In-house agency
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Audience

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Agency

Orient McCann-Erickson
Synergy Advertising
JWT
Interflow Communications
Ever new Entertainment
The Circuit
Midas
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The Key Players

Advertiser The channels of


communication that
(client) carry the message to
the audience
Agency Are also companies or
huge conglomerates
Media Mass media advertising
can be cost effective
Supplier because the costs are
spread over the large
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number of people the


Audience ad reaches

20
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Media
The Key Players

Advertiser
(client) Assist advertisers,
agencies, and the media
Agency in creating and placing
the ads
Media Vendor services are
often cheaper than
Supplier those in-house
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Audience

22
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Supplier
The Key Players

Advertiser The desired audience for


the advertising message
(client) Data-gathering
technology improves
Agency accuracy of information
about customers
Media Advertisers must
recognize the various
target audiences they
Supplier are talking to and know
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as much about them as


Audience possible

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Types of Advertising

Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
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The Evolution of Advertising

Age of Print
Industrial Revolution and Emergence of Consumer
Society
Modern Advertising Era
Accountability Era
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The Current Advertising
Scene
Expanded
view
Integrated Electronic media are
changing the media
Marketing landscape
New media are more
Communicati personal and interactive

on
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Globalization

27
The Current Advertising
Scene
Expanded
view The practice of unifying
all marketing
Integrated communication tools so
they send a consistent,
Marketing persuasive message

Communicati Coordination of IMC


tools creates synergy
on
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Globalization

28
The Current Advertising
Scene
Expanded
view Increasing globalization
Integrated of marketing programs
Advertisers are moving
Marketing into global markets and
agencies are forming
Communicati huge multinational
operations
on
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Globalization

29
BMW Films-Ambush
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Next Session

Session 2: Advertising Role in Marketing


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31