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Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
Mcom 341-1 Intro to Advertising
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Mcom 341-1 Intro to Advertising

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  • 1. Advertising Principles<br />MCOM 341<br />
  • 2. Let’s play…<br />Is This An <br />Ad?<br />
  • 3. Is This an Ad?<br />
  • 4. Is This an Ad?<br />
  • 5. Is This an Ad?<br />
  • 6. Is This an Ad?<br />
  • 7. Is This an Ad?<br />http://www.youtube.com/watch?v=UDyLeu7zIZE<br />
  • 8. Is This an Ad?<br />
  • 9. Is This an Ad?<br />
  • 10. Is This an Ad?<br />
  • 11. Is This an Ad?<br />
  • 12. Is This an Ad?<br />
  • 13. Is This an Ad?<br />http://www.youtube.com/watch?v=ZjdpsLGPcvQ<br />
  • 14. What is Advertising?<br />How do you define advertising?<br />
  • 15. What is Advertising?<br />Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media.<br />Note: there are types of marketing communications that are not advertising.<br />
  • 16. What is Advertising?<br />Advertising is a type of communication.<br />It is structured, using specific verbal and nonverbal elements to convey a message.<br />Advertising is also composed to fit within time and space formats of the chosen advertising vehicles.<br />
  • 17. What is Advertising?<br />Advertising is generally aimed at groups of people, making it nonpersonal (mass communication). Those groups can be targeted, however – such as men, women, senior citizens, college students, parents, accountants, etc. <br />Consumers = individuals who buy products for their own use.<br />Professionals = business decision makers who buy products for their company’s use or large quantities for use in stores.<br />
  • 18. What is Advertising?<br />Advertising is paid communication. The sponsor, or advertiser, pays for the message to be communicated to people.<br />An exception is non-profit organizations whose messages are carried free of charge in the form of public service announcements (PSAs). <br />Advertising has identified sponsors.<br />
  • 19. What is Advertising?<br />Advertising is intended to persuade the people who see it to convert to their product.<br />Products can be: <br /><ul><li>Physical goods: food, cars, clothes, electronics, music
  • 20. Services: financial, internet, cell phone, insurance, cosmetic
  • 21. Ideas: political, social, religious, economic, health</li></li></ul><li>Media<br />Advertising reaches us through a medium, a channel of communication. More than one medium = media.<br />Traditional media = newspaper, television, radio, magazines, and billboards<br />New media = web sites, social media, mobile, direct mail<br />Nontraditional media = shopping carts, bathroom stalls, blimps, people<br />Bathroom stall: http://www.adrants.com/images/Kelloggs_All-Bran_Plus/target0.html<br />Flash mob: http://www.youtube.com/watch?v=oJrSTFei2FA<br />
  • 22. Marketing<br />American Marketing Association definition of marketing:<br />Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.<br />Marketing generates customers and revenue for the organization.<br />
  • 23. Marketing<br />The four P’s of marketing:<br /><ul><li>Product
  • 24. Price
  • 25. Place
  • 26. Promotion</li></ul>Example: Snuggie<br />http://www.youtube.com/watch?v=R-df-ISYkGA&playnext=1&list=PL6C2397B2323F8BFC&index=1<br />Advertising is one type of promotion that helps the organization reach its marketing goals. <br />
  • 27. Advertising in a Free Market<br />A free market is one in which the buyers and sellers have multiple alternatives, i.e. competition. Advertising is only needed if there’s a free (or somewhat free) market for that product.<br />Fundamental assumptions of free-market economy:<br />Self-interest<br />Complete information<br />Many buyers and sellers<br />Absence of externalities<br />
  • 28. Advertising in a Free Market<br />Functions and Effects of Advertising in a Free Economy:<br /><ul><li>To identify products and differentiate them from others
  • 29. To communicate information about the product, its features, and its place of sale
  • 30. To induce consumers to try new products and to suggest reuse
  • 31. To stimulate the distribution of the product
  • 32. To increase product use
  • 33. To build value, brand preference, and loyalty
  • 34. To lower the overall cost of sales</li>

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