5. LEARNING OUTCOMES
At the end of the lesson, students should
be able to:
2. Define the meaning of advertising in the
promotion mix.
3. Explain the difference between to inform,
to persuasive and to remind.
4. Explain how to turn the idea into an actual
advertising execution.
14. Advertising objectives
An advertising objective is a
specific communication task to be
accomplished with a specific target
audience during a period of time.
16. to inform
• Telling the market about a new product
• Suggesting new uses for a product
• Informing the market of a price change
• Explaining how the product works
• Describing available services
• Correcting false impressions
• Reducing buyers’ fears
• Building a company image
17.
18.
19. to persuade
• Building brand preference
• Encouraging switching to your brand
• Changing customer perceptions of
product attributes
• Persuading customers to purchase
now
• Persuading customers to receive a
sales call
20.
21. A giant mirror was built that allowed
passers by to stop and look at
themselves wearing individual clothes
at a shopping mall in Tokyo, Japan
22.
23.
24. A print of a cup of Folgers coffee was placed on top of
manhole covers in New York City, USA.
Holes on the print allows the steam to come out. Wordings
around the cup reads
‘Hey, City That Never Sleeps. Wake up.” from Folgers.
28. to remind
• Reminding customers that the product
may be needed in the near future
• Reminding customers where to buy the
product
• Keeping the product in customers
minds during off seasons
• Maintaining to-of-mind product
awareness
33. MESSAGE EXECUTION
Message execution captures the target market’s
attention and interest, and can include the
following execution styles.
• Slice of life
• Lifestyle
• Fantasy
• Mood or image
• Musical
• Personality symbol
• Technical expertise
• Scientific evidence
• Testimonial evidence or endorsement.
34. Slice of life
1. Slice of life
- This style shows one or more typical people using the
product in a normal setting.
Exp: KFC advertisement showing customers eating at one of
its restaurants.
35. Life style
2. Life style
• This style shows how the product fits in with a particular
lifestyle.
• Exp: an IPod billboard below showing hip hop music
loving youngsters.
36.
37. Fantasy
3. fantasy
• This style creates a fantasy around the product or its use.
• exp: this advertisement features a perfume name ‘Anna
Sui’-stating.-Night of fancy which makes a user feel a
queen from Arabian nights.
38.
39. Mood or image
4. Mood or image
• This style builds a mood or image around the product,
such as beauty, love or serenity
• Exp: an advertisement of Sunway lagoon stating -“ come
feel the fun”, the image provided with supporting this
statement.
40.
41. Musical
5. musical
• This style show one or more people or cartoon characters
singing about the product.
• Exp: one of the most famous ads in history was a coca
cola product ad build around the song “ I’d like to teach
the world to sing”.
42.
43. Personality symbol
6. Personality symbol
• The style create a character that represent the product.
The character might be animated or real.
• The character might be animated (Digi-yellow man,
Garfield the cat)
46. Technical expertise
7. Technical expertise
• This style shows the company’s expertise in making the
product.
• Exp: Lexus Rx advertisement showing the company’s
expertise in car manufacturing. “ reinventing the vehicle
that invented it all”
47.
48. Scientific evidence
8. Scientific evidence
• The style presents survey or scientific evidence that the
brand is better or better liked than one or more other
brands.
• Exp: for years, Colgate toothpaste has used scientific
evidence to better confident to convince buyers that
Colgate is better than other brands at fighting cavities.
49.
50. Testimonial evidence/endorsement
9. Testimonial evidence or endorsement
• The style features a highly believable or likeable source
endorsing the product. It could be ordinary people
saying how much they like a given product or a celebrity
presenting the product.
54. Hotlink
• Advertising objective
- to inform
- Because telling the market about a
new product ( Hotlink Pelan Mudah)
• Message execution- slide of life
56. Nippon paint
• Advertising objective
- to remind
- reminding the customer about the product
that they may be needed in the near future
- keeping the product in customer minds
• Message execution
- Mood and personality symbol
60. LEARNING OUTCOMES
At the end of the lesson, students should
be able to:
2. Define the role of advertising in the
promotion mix.
3. Explain the difference between to inform,
to persuasive and to remind.
4. Explain how to turn the idea into an actual
advertising execution.
