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Fundamentals of Advertising
WHAT IS ADVERTISING?
Advertising is: <ul><li>Any paid form of non-personal presentation and promotion of ideas, goods and services of an identi...
PARTS OF AN AD
Parts of an Ad Headline Body copy logo Baseline
Parts of an Ad Lead in Body copy Baseline logo Legal Visual Headline Contact
Body copy Visual Headline Contact logo
Ads
 
 
 
 
Fundamentals  of Advertising <ul><li>The What </li></ul><ul><li>The Why </li></ul><ul><li>The How </li></ul><ul><li>The Wh...
WHY ADVERTISE?
Why Advertise? – The purpose of Ads <ul><li>Ads are used to create: </li></ul><ul><li>Awareness </li></ul><ul><li>Knowledg...
The purpose of Advertising <ul><li>Launch a new product </li></ul><ul><li>Modifications in Products </li></ul><ul><li>Chan...
The purpose of Advertising <ul><li>Reminder ads for maintaining sales </li></ul><ul><li>To appoint distributors and dealer...
HOW TO ADVERTISE?
Advertising – By category <ul><li>Purpose </li></ul><ul><li>Target Audience </li></ul><ul><li>e.g. Consumer, Businesses </...
WHEN TO ADVERTISE?
WHO ADVERTISES?
Who Advertises? <ul><li>United States </li></ul><ul><li>Apple   </li></ul><ul><li>Coca-Cola   </li></ul><ul><li>Ford Motor...
WHERE TO ADVERTISE?
Media - a broad classification <ul><li>Press </li></ul><ul><li>Electronic (TV, radio, Video) </li></ul><ul><li>Computer (I...
The Advertising mix Consumers Advertiser Media   Advertisement
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Fundamentals of advertising v3

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Transcript of "Fundamentals of advertising v3"

  1. 1. Fundamentals of Advertising
  2. 2. WHAT IS ADVERTISING?
  3. 3. Advertising is: <ul><li>Any paid form of non-personal presentation and promotion of ideas, goods and services of an identified sponsor ( through a mass medium). </li></ul><ul><li> (American Marketing Association) </li></ul>
  4. 4. PARTS OF AN AD
  5. 5. Parts of an Ad Headline Body copy logo Baseline
  6. 6. Parts of an Ad Lead in Body copy Baseline logo Legal Visual Headline Contact
  7. 7. Body copy Visual Headline Contact logo
  8. 8. Ads
  9. 13. Fundamentals of Advertising <ul><li>The What </li></ul><ul><li>The Why </li></ul><ul><li>The How </li></ul><ul><li>The Where </li></ul><ul><li>The Who </li></ul><ul><li>… . Of Advertising </li></ul>
  10. 14. WHY ADVERTISE?
  11. 15. Why Advertise? – The purpose of Ads <ul><li>Ads are used to create: </li></ul><ul><li>Awareness </li></ul><ul><li>Knowledge about the existence of the product in the market </li></ul><ul><li>Desirability of possession for a product </li></ul><ul><li>Conviction about the utility value and related benefits of a product </li></ul><ul><li>Brand Preference </li></ul><ul><li>Purchase action </li></ul><ul><li>For a Product’s continuous evaluation </li></ul><ul><li>Repeat purchase decision </li></ul>
  12. 16. The purpose of Advertising <ul><li>Launch a new product </li></ul><ul><li>Modifications in Products </li></ul><ul><li>Change in prices </li></ul><ul><li>Educating the customers about the proper use of the product </li></ul><ul><li>New packaging/promo plans e.g . buy one get one free </li></ul><ul><li>To recruit staff </li></ul><ul><li>To help sales people get a foot in the door of Industrial customers </li></ul><ul><li>Distributor’s Retailer’s address </li></ul><ul><li>To retrieve lost sales - e.g. Due to a calamity/strike in the factory </li></ul>
  13. 17. The purpose of Advertising <ul><li>Reminder ads for maintaining sales </li></ul><ul><li>To appoint distributors and dealers </li></ul><ul><li>To invite technical staff ot customers to ask for literature </li></ul><ul><li>Competitive-comparative advertising </li></ul><ul><li>To assist retail sale </li></ul><ul><li>To attract investors </li></ul><ul><li>For international customers </li></ul><ul><li>To announce Financial results </li></ul>
  14. 18. HOW TO ADVERTISE?
  15. 19. Advertising – By category <ul><li>Purpose </li></ul><ul><li>Target Audience </li></ul><ul><li>e.g. Consumer, Businesses </li></ul><ul><li>geographic area coverage by media </li></ul><ul><li>e.g. national, international </li></ul><ul><li>media </li></ul>
  16. 20. WHEN TO ADVERTISE?
  17. 21. WHO ADVERTISES?
  18. 22. Who Advertises? <ul><li>United States </li></ul><ul><li>Apple </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Ford Motor Company </li></ul><ul><li>Hershey's </li></ul><ul><li>McDonald's </li></ul><ul><li>Microsoft </li></ul><ul><li>Japanese </li></ul><ul><li>Canon </li></ul><ul><li>Honda </li></ul><ul><li>Nintendo </li></ul><ul><li>Panasonic </li></ul><ul><li>Sony </li></ul><ul><li>Toyota </li></ul><ul><li>European </li></ul><ul><li>BMW ( carmaker —Germany) </li></ul><ul><li>Cadbury ( chocolate —UK) </li></ul><ul><li>Ferrari ( automobile —Italy) </li></ul><ul><li>Nestlé (food—Switzerland) </li></ul><ul><li>Nokia ( mobile phones —Finland) </li></ul><ul><li>SAP ( software —Germany) </li></ul><ul><li>Chanel (luxury apparel—France) </li></ul><ul><li>Australian </li></ul><ul><li>Myer (department store) </li></ul><ul><li>Qantas (airline) </li></ul><ul><li>Rip Curl (surf/clothing) </li></ul><ul><li>Telstra (telecommunications) </li></ul><ul><li>Woolworth 's (store chain) </li></ul>
  19. 23. WHERE TO ADVERTISE?
  20. 24. Media - a broad classification <ul><li>Press </li></ul><ul><li>Electronic (TV, radio, Video) </li></ul><ul><li>Computer (Internet) </li></ul><ul><li>Outdoor </li></ul><ul><li>Point of purchase </li></ul><ul><li>Direct mail </li></ul><ul><li>Miscellaneous </li></ul><ul><li>Tele-shopping </li></ul><ul><li>Tele-marketing </li></ul>
  21. 25. The Advertising mix Consumers Advertiser Media Advertisement
  22. 26. Thank You
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