Brief overview of advertising process

1. Advertising
Brad Gangnon
Takoda Institute
6/6/2013

2. Ambient advertising/360 advertising
• Ads are everywhere
• Ads in non-traditional places

3. Ads

4. Unique Selling Proposition
• Result of television
advertising
• Highlighting the aspect
of the product different
from other brands in
the same product
category
• Parity products

5. AIDA Approach
• Attract attention
• Create interest
• Stimulate desire
• Promote action

6. Consumer Culture
• I am what I own
• I am what I can buy
• I collect …

7. Types of Advertising
• Institutional or Corporate
• Trade or professional
• Retail advertising
• Promotional (retail) advertising
• Industrial advertising
• National Consumer
• Direct Market Advertising
• Public Service Advertising

8. Measuring Effectiveness
• Copy testing
• Consumer juries
• Forced exposure
• Recognition tests
• Recall testing
• Awareness tests