Advertising - IV-Charity - Group #2Presentation Transcript
GROUP #2 Presents…. ADVERTISING
What is Advertising?
* Increasing the usage of a certain product and hence acquiring more orders. * Creating new customers and increasing brand recognition. * To obtain feedback from customers regarding a certain product. * To indicate introduction of new products or replacement of old ones.
Objectives of Advertising
Newspapers - one of the traditional mediums used by businesses, both big and small alike, to advertise their businesses.
Magazines - a more focused, albeit more expensive, alternative to newspaper advertising. This medium allows you to reach highly targeted audiences.
Brochures - often printed using four color process on thick gloss paper to give an initial impression of quality.
Flyer - pamphlet or circular for mass distribution .
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice. In addition to this, the print media also offers options like promotional brochures and fliers for advertising purposes.
Billboard - a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers.
Posters - smaller format than bulletins and are viewed principally by residents and commuter traffic, with some pedestrian exposure.
Tarpaulin - colloquially tarp, is a large sheet of strong, flexible, water-resistant or waterproof material, often cloth such as canvas or polyester coated with urethane, or made of plastics such as polyethylene.
Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company.
Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet.
Television advertising - TV commercials are a popular way to mass-market messages to large audiences.
Radio Advertising - Radio commercials are an effective way for businesses to target a group of people based on location or similar tastes.
Internet Advertising - an Online advertising consists of small ads, banner ads, text ads, video ads, pay-per-click advertising, and reciprocal linking to other websites
Broadcast advertising – Television, Radio and the Internet
Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly( or sometimes evidently) showcased in the entertainment show.
Covert Advertising – Advertising in Movies
Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law.
Surrogate Advertising – Advertising Indirectly
Public Service Advertising – Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on.
Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.
Which Type of Advertising is Best?
The best type of advertising depends on the business or organization and its particular needs. If a company needs mass-market exposure and has the capital, television advertising is probably a good fit.
An advertisement (or ad for short) is anything that draws good attention towards a product, service or person.
This is probably the other best known type of advertisement. Bandwagon means essentially that you try to convince someone that everyone else is doing it, so you should too. This works best for fashion, or anything that could be conceived as "cool" by the public as a whole.
Advertisers have found that one of the best ways to get someone to come to your place is to make them recognize your name, to always have it on the top of your head.
Types of Advertisements
Though you don't actually know the celebrity themselves, you feel an emotional connection to certain characters they've played, so when they come on TV advertising a product, you pay attention, because it's like a friend telling you to buy something.
Many advertisers will attempt to make you laugh at a joke and then sell you a product. The rush of endorphins you get when you laugh gives you a pleasant feeling, and then the advertiser quickly shows you their product, so you tie the product to that pleasant feeling in your mind.
Some advertisements will just try to make you feel guilty or insecure. A good example is a lot of humanitarian or charity organizations, like showing pictures of beaten dogs or starving babies.
Advantages of Advertising
Informs us about the choice of products
Provides competition which benefits the consumer
Helps finance other media eg TV, Radio.
Can be entertaining
Can sponsor cultural, sporting, artistic events - funding
Advertising costs a lot of money.
May put pressure on people to buy things they can’t afford
Creates peer pressure especially for young people
May make some people feel inadequate
May not give you full picture about the product
Might increase price of the product
Give illusion of better life
Plays on hopes and fears
Can create or strenghten stereotypes
DISADVANTAGES OF ADVERTISING
Parts of an Ad
Titles The main headline may be the strongest element of the ad or it may be secondary to a strong visual. Some ads may have subheads and other title elements as well.
Body The copy is the main text of the ad. Some ads may take a minimalist approach, a line or two or a single paragraph. Other ads may be quite text-heavy with paragraphs of information, possibly arranged in columns newspaper style.
Artwork Photographs, drawings, and graphic embellishments are a key visual element of many types of ads.
Contact The contact or signature of an ad may appear anywhere in the ad although it is usually near the bottom. It consists of one or more of:
Map or Driving Directions
Web Site Address
Extras Some print ads may have additional special elements such as an attached business reply envelope, tear-out portion with a coupon, tip sheet, product sample.