Advertising ILecture 1
Paper
A quick review
Advertising   Advertising is paid, non-   personal communication  from an identified sponsor    using various media to  pe...
Functions of advertising   Advertising identifies products and differentiates it from others    (e.g. different brands, p...
Types of Ads   Brand advertising/ National Consumer    advertising   Retail/ Local advertising   Political advertising...
Reasons to advertise   To announce a new            To announce location of    product                       stockists ...
Appeals Primary      Need arousing Selective    Need satisfying Rational     Negative Emotion      Positive
Parts of an ad   Trademark   Logo   Brand slogan/ tagline   Caption   Body copy
Layouts of ads   Ogilvy layout   Z layout   Single Visual layout   Illustrated layout   Top heavy layout   Upside do...
In this semester   Classes will be held on Monday and    Tuesday   Monday – double class. Will be used    mostly for act...
   Every activity will be rated, and marks    will be included in the result.   Rating is my problem, students should   ...
Theory   We will be studying    ◦   Key issues in advertising    ◦   A typical ad agency    ◦   Concepts of marketing    ...
Pratical   We will be focusing print    advertisements in every form    ◦ Newspaper    ◦ Billboards    ◦ Point of sales e...
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Advertising i lec1

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Advertising i lec1

  1. 1. Advertising ILecture 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 Classes will be held on Monday and Tuesday Monday – double class. Will be used mostly for activities after 2 - 3 weeks . Tuesday will be a single class. These activities will account for the 20 marks for assignments. Missed out activities will not be accepted, as these will be group tasks.
  12. 12.  Every activity will be rated, and marks will be included in the result. Rating is my problem, students should not be concerned about how I will rate them. In case the Monday class is missed due to a holiday or strike, we will cover it up on Wednesday.
  13. 13. Theory We will be studying ◦ Key issues in advertising ◦ A typical ad agency ◦ Concepts of marketing ◦ Marketing plan ◦ Branding ◦ Consumer behavior ◦ Advertising ethics
  14. 14. Pratical We will be focusing print advertisements in every form ◦ Newspaper ◦ Billboards ◦ Point of sales etc.

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