Advanced advertising lec1

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Advanced advertising lec1

  1. 1. ADVANCEDADVERTISINGLecture 1
  2. 2. Paper
  3. 3. A quick review
  4. 4. Advertising Advertising is paid, non- personal communication from an identified sponsor using various media to persuade and influence an audience.
  5. 5. Functions of advertising Advertising identifies products and differentiates it from others (e.g. different brands, packaging) Adv. communicates information about the product, its features and its location of sale. Adv. induces customers to try new products and suggests reuse. Adv. stimulates the distribution of a product. (helps increase the demand of the product) Adv increases the use of product since more people become aware of the product. Adv builds brand value, brand preference and loyalty. It lowers the overall cost of sales.
  6. 6. Types of Ads Brand advertising/ National Consumer advertising Retail/ Local advertising Political advertising Directory advertising Direct-response advertising Business to business advertising Institutional advertising Public Service Advertising Interactive Advertising
  7. 7. Reasons to advertise To announce a new  To announce location of product stockists To expand the market to  To educate consumers new buyers  To maintain sales To announce a  To challenge competition modification  To remind To announce a price change  To retrieve lost sales To announce a new pack  To please the sales force To make a special offer  To recruit force To invite inquiries  To attract investors To sell directly  To announce trading results To test a medium To obtain stockists
  8. 8. Appeals Primary  Need arousing Selective  Need satisfying Rational  Negative Emotion  Positive
  9. 9. Parts of an ad Trademark Logo Brand slogan/ tagline Caption Body copy
  10. 10. Layouts of ads Ogilvy layout Z layout Single Visual layout Illustrated layout Top heavy layout Upside down layout
  11. 11. In this semester Marketing Marketing Plan Media Brief Media Planning TVC Types of TVC Important points of TVC Story boarding Branding Consumer Behavior
  12. 12. Required outputs (practical) Product Introduction  Survey Marketing Plan questionnaire Media Brief  Survey results Media Plan  Any other Print Ad promotional material made by the group TVC Storyboard TVC

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