Advertising is any paid form of nonpersonal presentation and promotion ofideas, goods, or services by an identifiedsponsor.
An advertising objective is a specificcommunication task to be accomplishedwith a specific target audience during aspecific time.Objectives are classified by primarypurpose Inform Persuade Remind
Informative advertising is used whenintroducing a new product category; theobjective is to build primary demand Comparative advertising directly orindirectly compares the brand with oneor more other brands
Persuasive advertising is important withincreased competition to build selectivedemand
Reminder advertising is important withmature products to help maintaincustomer relationships and keepcustomers thinking about the product
Advertising creativity is, The ability togeneratefresh, unique, novel, unexpected, unusualidea to convey the message to the targetaudience. To be appropriate and effectivea creative idea must be relevant to thetarget audience.
Advertisers recognize that most interestaspect of advertising is the creativity andhow to say the advertising message iscritical to the success of advertisingcampaign.
Creativity is arouse interest and takeattention of the target audience. Becausecustomers like to see artistic, novel, freshthings. If a advertisement convey themessage creativity, it will impact onselling the product and service.
Creative advertisement, break throughthe competitive clutter and win theconsumer attention and interest. As well as creative advertisement caneasily convey the expected message tothe target audience
1. Immersion- Gathering row material andinformation through backgroundresearch and immersing yourself in theproblem.(Read, research and learn everythingabout the problem)
02. Digestion- Taking the information,working it over and wrestling with it in themind.03. Incubation- Putting the problems out ofyour conscious mind and turning theinformation over to the subconscious to dothe work.04. Illumination- The birth of an idea thephenomenon. “The “eureka”!, I have itphenomenon”.
05. Reality or verification- Studying theidea to see if it still looks good or solvesthe problem. Then shaping the idea topractical usefulness. English sociologist Graham Wallsintroduce 4steps creative process aspreparation, incubation, illuminationand verification.
Advertising strategy is the strategy bywhich the company accomplishes itsadvertising objectives and consists of: Creating advertising messages Selecting advertising media
Advertisements need to break through theclutter: Gain attention Communicate well
Advertisements need to be betterplanned, more imaginative, moreentertaining, and more rewarding toconsumers Madison & Vine—the intersection ofMadison Avenue and Hollywood—represents the merging of advertisingand entertainment