Advertising Advertising is paid, non- personal communication from an identified sponsor using various media to persuade and influence an audience.
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.
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
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
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 down layout
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.
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.
Theory We will be studying ◦ Key issues in advertising ◦ A typical ad agency ◦ Concepts of marketing ◦ Marketing plan ◦ Branding ◦ Consumer behavior ◦ Advertising ethics
Pratical We will be focusing print advertisements in every form ◦ Newspaper ◦ Billboards ◦ Point of sales etc.