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Advertising Principles<br />MCOM 341<br />
Let’s play…<br />Is This An <br />Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />http://www.youtube.com/watch?v=UDyLeu7zIZE<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />
Is This an Ad?<br />http://www.youtube.com/watch?v=ZjdpsLGPcvQ<br />
What is Advertising?<br />How do you define advertising?<br />
What is Advertising?<br />Advertising is the structured and composed nonpersonal communication of information, usually pai...
What is Advertising?<br />Advertising is a type of communication.<br />It is structured, using specific verbal and nonverb...
What is Advertising?<br />Advertising is generally aimed at groups of people, making it nonpersonal (mass communication). ...
What is Advertising?<br />Advertising is paid communication.  The sponsor, or advertiser, pays for the message to be commu...
What is Advertising?<br />Advertising is intended to persuade the people who see it to convert to their product.<br />Prod...
Services:  financial, internet, cell phone, insurance, cosmetic
Ideas:  political, social, religious, economic, health</li></li></ul><li>Media<br />Advertising reaches us through a mediu...
Marketing<br />American Marketing Association definition of marketing:<br />Marketing is an organizational function and a ...
Marketing<br />The four P’s of marketing:<br /><ul><li>Product
Price
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Mcom 341-1 Intro to Advertising

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Mcom 341-1 Intro to Advertising

  1. 1. Advertising Principles<br />MCOM 341<br />
  2. 2. Let’s play…<br />Is This An <br />Ad?<br />
  3. 3. Is This an Ad?<br />
  4. 4. Is This an Ad?<br />
  5. 5. Is This an Ad?<br />
  6. 6. Is This an Ad?<br />
  7. 7. Is This an Ad?<br />http://www.youtube.com/watch?v=UDyLeu7zIZE<br />
  8. 8. Is This an Ad?<br />
  9. 9. Is This an Ad?<br />
  10. 10. Is This an Ad?<br />
  11. 11. Is This an Ad?<br />
  12. 12. Is This an Ad?<br />
  13. 13. Is This an Ad?<br />http://www.youtube.com/watch?v=ZjdpsLGPcvQ<br />
  14. 14. What is Advertising?<br />How do you define advertising?<br />
  15. 15. What is Advertising?<br />Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media.<br />Note: there are types of marketing communications that are not advertising.<br />
  16. 16. What is Advertising?<br />Advertising is a type of communication.<br />It is structured, using specific verbal and nonverbal elements to convey a message.<br />Advertising is also composed to fit within time and space formats of the chosen advertising vehicles.<br />
  17. 17. What is Advertising?<br />Advertising is generally aimed at groups of people, making it nonpersonal (mass communication). Those groups can be targeted, however – such as men, women, senior citizens, college students, parents, accountants, etc. <br />Consumers = individuals who buy products for their own use.<br />Professionals = business decision makers who buy products for their company’s use or large quantities for use in stores.<br />
  18. 18. What is Advertising?<br />Advertising is paid communication. The sponsor, or advertiser, pays for the message to be communicated to people.<br />An exception is non-profit organizations whose messages are carried free of charge in the form of public service announcements (PSAs). <br />Advertising has identified sponsors.<br />
  19. 19. What is Advertising?<br />Advertising is intended to persuade the people who see it to convert to their product.<br />Products can be: <br /><ul><li>Physical goods: food, cars, clothes, electronics, music
  20. 20. Services: financial, internet, cell phone, insurance, cosmetic
  21. 21. Ideas: political, social, religious, economic, health</li></li></ul><li>Media<br />Advertising reaches us through a medium, a channel of communication. More than one medium = media.<br />Traditional media = newspaper, television, radio, magazines, and billboards<br />New media = web sites, social media, mobile, direct mail<br />Nontraditional media = shopping carts, bathroom stalls, blimps, people<br />Bathroom stall: http://www.adrants.com/images/Kelloggs_All-Bran_Plus/target0.html<br />Flash mob: http://www.youtube.com/watch?v=oJrSTFei2FA<br />
  22. 22. Marketing<br />American Marketing Association definition of marketing:<br />Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.<br />Marketing generates customers and revenue for the organization.<br />
  23. 23. Marketing<br />The four P’s of marketing:<br /><ul><li>Product
  24. 24. Price
  25. 25. Place
  26. 26. Promotion</li></ul>Example: Snuggie<br />http://www.youtube.com/watch?v=R-df-ISYkGA&playnext=1&list=PL6C2397B2323F8BFC&index=1<br />Advertising is one type of promotion that helps the organization reach its marketing goals. <br />
  27. 27. Advertising in a Free Market<br />A free market is one in which the buyers and sellers have multiple alternatives, i.e. competition. Advertising is only needed if there’s a free (or somewhat free) market for that product.<br />Fundamental assumptions of free-market economy:<br />Self-interest<br />Complete information<br />Many buyers and sellers<br />Absence of externalities<br />
  28. 28. Advertising in a Free Market<br />Functions and Effects of Advertising in a Free Economy:<br /><ul><li>To identify products and differentiate them from others
  29. 29. To communicate information about the product, its features, and its place of sale
  30. 30. To induce consumers to try new products and to suggest reuse
  31. 31. To stimulate the distribution of the product
  32. 32. To increase product use
  33. 33. To build value, brand preference, and loyalty
  34. 34. To lower the overall cost of sales</li>

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