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INDUCTION SET &ACTIVITY 1 : DEFINITION, ADVERTISING             OBJECTIVES
VIDEO 1
Chapter        10PROMOTION     MIXADVERTISING
definition      Advertising       objective      Message      executionMIX
LEARNING OUTCOMES   At the end of the lesson, students should   be able to:2. Define the meaning of advertising in the   p...
WHAT ISANADVERTISING
DEFINITION
AdvertiSing          Any paid form ofnon-personal presentation & promotion       of ideas, goods/services        by identi...
Types of advertisingNewspapers ads                                 Direct Mail ads                 Magazines ads
Types of advertising  Radio ads             Outdoor adsTelevision ads                        Online ads
SETTING OBJECTIVES
Advertising objectives   An advertising objective is aspecific communication task to be accomplished with a specific targe...
To informTo persuade              Comparison              advertising  To remind
to inform•   Telling the market about a new product•   Suggesting new uses for a product•   Informing the market of a pric...
to persuade• Building brand preference• Encouraging switching to your brand• Changing customer perceptions of  product att...
A giant mirror was built that allowed     passers by to stop and look atthemselves wearing individual clothes  at a shoppi...
A print of a cup of Folgers coffee was placed on top of          manhole covers in New York City, USA.Holes on the print a...
Persuade-to comparison
to remind• Reminding customers that the product  may be needed in the near future• Reminding customers where to buy the  p...
ACTIVITY 1 : MESSAGE EXECUTION
MESSAGE EXECUTION
MESSAGE EXECUTION    Message execution captures the target market’s    attention and interest, and can include the    foll...
Slice of life1. Slice of life-     This style shows one or more typical people using the      product in a normal setting....
Life style2. Life style• This style shows how the product fits in with a particular    lifestyle.• Exp: an IPod billboard ...
Fantasy3. fantasy• This style creates a fantasy around the product or its use.• exp: this advertisement features a perfume...
Mood or image4. Mood or image• This style builds a mood or image around the product,   such as beauty, love or serenity• E...
Musical5. musical• This style show one or more people or cartoon characters   singing about the product.• Exp: one of the ...
Personality symbol6. Personality symbol• The style create a character that represent the product.   The character might be...
Personality symbol•   or real (the Marlboro man, Morris the 9 Lives Cat)
Technical expertise7. Technical expertise• This style shows the company’s expertise in making the    product.• Exp: Lexus ...
Scientific evidence8. Scientific evidence• The style presents survey or scientific evidence that the   brand is better or ...
Testimonial evidence/endorsement9. Testimonial evidence or endorsement• The style features a highly believable or likeable...
ACTIVITY 2:GAMES / CONCLUSION /    ASSIGNMENT
POP QUIZ !!
VIDEO 2
Hotlink• Advertising objective- to inform- Because telling the market about a   new product ( Hotlink Pelan Mudah)• Messag...
VIDEO 3
Nippon paint• Advertising objective- to remind- reminding the customer about the product  that they may be needed in the n...
VIDEO 4
Pepsi• Advertising objective- To persuade ( comparison advertising)- Pepsi directly compares its brand with  coke• Message...
CONCLUSION
LEARNING OUTCOMES   At the end of the lesson, students should   be able to:2. Define the role of advertising in the   prom...
MIND-MAP OFTHIS CHAPTER
ASSIGNMENT
VIDEO 5
THANK YOU =)
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
Powerpoint ads
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Powerpoint ads

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Transcript of "Powerpoint ads"

  1. 1. INDUCTION SET &ACTIVITY 1 : DEFINITION, ADVERTISING OBJECTIVES
  2. 2. VIDEO 1
  3. 3. Chapter 10PROMOTION MIXADVERTISING
  4. 4. definition Advertising objective Message executionMIX
  5. 5. LEARNING OUTCOMES At the end of the lesson, students should be able to:2. Define the meaning of advertising in the promotion mix.3. Explain the difference between to inform, to persuasive and to remind.4. Explain how to turn the idea into an actual advertising execution.
  6. 6. WHAT ISANADVERTISING
  7. 7. DEFINITION
  8. 8. AdvertiSing Any paid form ofnon-personal presentation & promotion of ideas, goods/services by identified sponsor
  9. 9. Types of advertisingNewspapers ads Direct Mail ads Magazines ads
  10. 10. Types of advertising Radio ads Outdoor adsTelevision ads Online ads
  11. 11. SETTING OBJECTIVES
  12. 12. Advertising objectives An advertising objective is aspecific communication task to be accomplished with a specific target audience during a period of time.
  13. 13. To informTo persuade Comparison advertising To remind
  14. 14. to inform• Telling the market about a new product• Suggesting new uses for a product• Informing the market of a price change• Explaining how the product works• Describing available services• Correcting false impressions• Reducing buyers’ fears• Building a company image
  15. 15. to persuade• Building brand preference• Encouraging switching to your brand• Changing customer perceptions of product attributes• Persuading customers to purchase now• Persuading customers to receive a sales call
  16. 16. A giant mirror was built that allowed passers by to stop and look atthemselves wearing individual clothes at a shopping mall in Tokyo, Japan
  17. 17. A print of a cup of Folgers coffee was placed on top of manhole covers in New York City, USA.Holes on the print allows the steam to come out. Wordings around the cup reads ‘Hey, City That Never Sleeps. Wake up.” from Folgers.
  18. 18. Persuade-to comparison
  19. 19. to remind• Reminding customers that the product may be needed in the near future• Reminding customers where to buy the product• Keeping the product in customers minds during off seasons• Maintaining to-of-mind product awareness
  20. 20. ACTIVITY 1 : MESSAGE EXECUTION
  21. 21. MESSAGE EXECUTION
  22. 22. MESSAGE EXECUTION Message execution captures the target market’s attention and interest, and can include the following execution styles.• Slice of life• Lifestyle• Fantasy• Mood or image• Musical• Personality symbol• Technical expertise• Scientific evidence• Testimonial evidence or endorsement.
  23. 23. Slice of life1. Slice of life- This style shows one or more typical people using the product in a normal setting.Exp: KFC advertisement showing customers eating at one of its restaurants.
  24. 24. Life style2. Life style• This style shows how the product fits in with a particular lifestyle.• Exp: an IPod billboard below showing hip hop music loving youngsters.
  25. 25. Fantasy3. fantasy• This style creates a fantasy around the product or its use.• exp: this advertisement features a perfume name ‘Anna Sui’-stating.-Night of fancy which makes a user feel a queen from Arabian nights.
  26. 26. Mood or image4. Mood or image• This style builds a mood or image around the product, such as beauty, love or serenity• Exp: an advertisement of Sunway lagoon stating -“ come feel the fun”, the image provided with supporting this statement.
  27. 27. Musical5. musical• This style show one or more people or cartoon characters singing about the product.• Exp: one of the most famous ads in history was a coca cola product ad build around the song “ I’d like to teach the world to sing”.
  28. 28. Personality symbol6. Personality symbol• The style create a character that represent the product. The character might be animated or real.• The character might be animated (Digi-yellow man, Garfield the cat)
  29. 29. Personality symbol• or real (the Marlboro man, Morris the 9 Lives Cat)
  30. 30. Technical expertise7. Technical expertise• This style shows the company’s expertise in making the product.• Exp: Lexus Rx advertisement showing the company’s expertise in car manufacturing. “ reinventing the vehicle that invented it all”
  31. 31. Scientific evidence8. Scientific evidence• The style presents survey or scientific evidence that the brand is better or better liked than one or more other brands.• Exp: for years, Colgate toothpaste has used scientific evidence to better confident to convince buyers that Colgate is better than other brands at fighting cavities.
  32. 32. Testimonial evidence/endorsement9. Testimonial evidence or endorsement• The style features a highly believable or likeable source endorsing the product. It could be ordinary people saying how much they like a given product or a celebrity presenting the product.
  33. 33. ACTIVITY 2:GAMES / CONCLUSION / ASSIGNMENT
  34. 34. POP QUIZ !!
  35. 35. VIDEO 2
  36. 36. Hotlink• Advertising objective- to inform- Because telling the market about a new product ( Hotlink Pelan Mudah)• Message execution- slide of life
  37. 37. VIDEO 3
  38. 38. Nippon paint• Advertising objective- to remind- reminding the customer about the product that they may be needed in the near future- keeping the product in customer minds• Message execution- Mood and personality symbol
  39. 39. VIDEO 4
  40. 40. Pepsi• Advertising objective- To persuade ( comparison advertising)- Pepsi directly compares its brand with coke• Message execution- Slide of life
  41. 41. CONCLUSION
  42. 42. LEARNING OUTCOMES At the end of the lesson, students should be able to:2. Define the role of advertising in the promotion mix.3. Explain the difference between to inform, to persuasive and to remind.4. Explain how to turn the idea into an actual advertising execution.
  43. 43. MIND-MAP OFTHIS CHAPTER
  44. 44. ASSIGNMENT
  45. 45. VIDEO 5
  46. 46. THANK YOU =)
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