Fundamentals of advertising v3

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