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  • Introducción A Publicidad

    Diunggah oleh

    Răzvan Adrian Cârcu
    26 tayangan18 halaman
    This document provides an introduction to advertising. It defines advertising as a paid form of communication intended to persuade consumers to purchase a product or service. Key points made include that advertising has a large budget of $190 billion annually and reaches mass audiences through non-personal media like TV, internet and print. The document also outlines several roles of advertising including its marketing, communication and economic functions. It describes common types of advertising and important players like advertisers, agencies and media. Finally, it stresses the importance of creating effective advertising with clear objectives and measurable goals.

    Deskripsi Asli:

    Curso 1

    Judul Asli

    Introducción a publicidad

    Hak Cipta

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    This document provides an introduction to advertising. It defines advertising as a paid form of communication intended to persuade consumers to purchase a product or service. Key points made include that advertising has a large budget of $190 billion annually and reaches mass audiences through non-personal media like TV, internet and print. The document also outlines several roles of advertising including its marketing, communication and economic functions. It describes common types of advertising and important players like advertisers, agencies and media. Finally, it stresses the importance of creating effective advertising with clear objectives and measurable goals.

    Hak Cipta:

    © All Rights Reserved
    Unduh sebagai PPTX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    26 tayangan18 halaman

    Introducción A Publicidad

    Diunggah oleh

    Răzvan Adrian Cârcu
    This document provides an introduction to advertising. It defines advertising as a paid form of communication intended to persuade consumers to purchase a product or service. Key points made include that advertising has a large budget of $190 billion annually and reaches mass audiences through non-personal media like TV, internet and print. The document also outlines several roles of advertising including its marketing, communication and economic functions. It describes common types of advertising and important players like advertisers, agencies and media. Finally, it stresses the importance of creating effective advertising with clear objectives and measurable goals.

    Hak Cipta:

    © All Rights Reserved
    Unduh sebagai PPTX, PDF, TXT atau baca online dari Scribd
    Tandai sebagai konten tidak pantas
    dari 18

    INTRODUCTION TO

    ADVERTISING
    ICUM/August 9th, 2019/Course 1
    WHAT IS
    ADVERTISING
    ?
    Grab a piece of paper and
    write what you think
    advertising is.
    DEFINING ADVERTISING
    • paid form of communication

    • the sponsor of the ad is identified (we know who wants to sell us that
    certain product/service/idea)

    • tries to persuade the customer to do something (mostly to buy something)

    • it reaches a very large audience (think of an ad during the Super Bowl half-
    time)

    • the message is transmitted through non personal mass media (TV,


    Internet, billboards, newspapers, magazines, etc.)
    190 BILLION DOLLARS
    1.7 MILLION
    KEY CONCEPTS

    • advertising strategy

    • creative idea

    • creative execution

    • creative media use


    ROLES OF ADVERTISING
    • marketing role (satisfying needs and wants by
    providing goods and services)

    • target market

    • marketing mix or the 4 Ps (product, price, place and


    promotion)

    • brand
    ROLES OF ADVERTISING

    • communication role (connects buyers and


    sellers in the marketplace)

    • advertising is a form of mass communication


    (prices, features, transforming a product into
    a brand)
    ROLES OF ADVERTISING

    • economic role

    • rational economy - customer assesses


    product’s feature, compares and decides

    • images and emotions influence consumer’s


    decision - it has nothing to do with pricing
    ROLES OF ADVERTISING

    • societal role

    • informs us about new and improved products

    • helps us compare products/ features

    • keeps up-to-date with innovations


    KEY PLAYERS IN THE
    ADVERTISING GAME
    • advertiser

    • advertising agency

    • vendor

    • the media

    • target audience
    WHAT TYPES OF
    ADVERTISING ARE YOU
    FAMILIAR WITH?
    DIFFERENT TYPES OF
    ADVERTISING
    • Brand advertising

    • Retail or local

    • Direct response

    • B2B

    • Institutional

    • Nonprofit

    • Public service
    WHAT IS EFFECTIVE
    ADVERTISING?
    Advertising is a goal-driven industry.
    • ads that work deliver the message the
    advertiser intended and consumers
    respond as the advertiser wanted them to

    • how you say something and where you


    say it is as important as what you’re
    saying
    OBJECTIVES
    IN
    ADVERTISIN
    G
    In advertising we work with
    objectives, measurable
    goals or results that tell us
    if the ad was effective or
    not.
    HANDS ON CASE
    “In advertising, not to be creative is virtual
    suicide.”

    –Thornton Wilder
    • Bibliography:
    Advertising. Principles and Practice, 7th
    edition
    (Wells, Burnett, Moriarty)
    Pp. 2-27

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