ADVERTISEMENT PPT..By- Mangesh S Mankar
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This document discusses advertising and provides information on its purpose, types, and best practices. It defines advertising as a form of communication used to help sell products and services. The document then covers topics like the goals of advertising, different types of ads, advertising strategies, effective media for delivery, deceptive practices to avoid, and examples. It emphasizes the importance of creating ads that are attractive, brief, communicate key information, and generate emotional response.
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Creativity in advertising project 1
1. The document discusses the origin and definition of advertising, noting that advertising originated thousands of years ago with traders shouting out what they had for sale in marketplaces.
2. It then discusses the impact and role of advertising, providing benefits to manufacturers, retailers, customers, salespeople and society such as introducing new products, creating demand, expanding markets, assisting sales, and building brand image.
3. The document also discusses the role of advertising agencies, noting that large companies prefer to use advertising agencies for their expert services, economical services, wide range of services including marketing research, and creativity in advertising campaigns.
Promotional marketing
This document discusses key concepts related to evaluating advertising effectiveness including defining advertising objectives, different types of advertising objectives (inform, persuade, remind), and factors that make advertising creative and effective at capturing audience attention such as being unique, novel, and relevant to the target audience. It also outlines Graham Walls' four-step creative process of preparation, incubation, illumination, and verification. Finally, it discusses elements of an advertising strategy like creating messages and selecting media as well as different types of appeals that can be used to engage audiences.
Advertising
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
Advertising creativity
The document discusses advertising creativity and the creative process in advertising. It defines advertising creativity as the ability to generate unique ideas that solve communication problems. Some determinants of creativity are originality, flexibility, elaboration, synthesis, and artistic value. The creative process generally involves gathering information, incubation of ideas, insight or solution, and refinement. Two models of the creative process are outlined involving research, wrestling with ideas, subconscious incubation, idea birth, and shaping ideas. An effective advertising campaign is coordinated across different media around a central theme over time. The creative brief guides the campaign with objectives, target audience, selling ideas, and strategy. Developing a unique selling proposition or brand image are important in the search for a major selling idea
Advertising theories
The hierarchy-of-effects model is a predominant advertising theory that shows how advertising works through a step-by-step process. It can be visualized as a pyramid, with awareness and knowledge of a brand at the bottom and actual purchase behavior at the top. The model proposes that advertising first builds awareness of a brand, then increases knowledge about what it stands for, then forms liking and preference toward the brand before ultimately convincing customers to purchase it. As consumers move up the pyramid through each successive step, the percentage who reach the next level declines.
PR VS MARKETING VS ADVERTISING
Marketing involves communicating and delivering products to target audiences through the marketing mix of product, price, place, and promotion, which includes advertising and public relations. Public relations is a communication method used by companies to convey a positive image through low-cost methods like press releases, community involvement, and conferences. Advertising is a paid communication method using media like TV, radio, internet, and print to promote a brand, mission, products, and invite consumers to purchase.
Advertising strategy
This document discusses advertising strategy and planning. It defines advertising and examines its importance and objectives. Advertising aims to gain attention, hold attention, create an impression of a problem, suggest a product solves that problem, and provide an emotional appeal to motivate action. The document outlines advertising theories like AIDA (Attention, Interest, Desire, Action) and the 5 M's (Message, Media, Money, Motivation, Measurement). It also discusses objectives, types, roles, functions, and elements of an advertising plan including targeting audiences, message strategies, and media strategies. Major advertising media are also listed.
Aida
The document describes the AIDA model of advertising, which consists of 4 steps: Attention, Interest, Desire, and Action. The model was developed in the early 1900s and is used to maximize the effectiveness of advertising campaigns. It holds that an ad needs to first attract attention, then spark interest in the product or service, build desire by highlighting its benefits, and finally provoke the target audience into taking action, such as purchasing. Variants on the model add additional steps like Conviction or Satisfaction.
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Creativity in advertising project 1
1. The document discusses the origin and definition of advertising, noting that advertising originated thousands of years ago with traders shouting out what they had for sale in marketplaces.
2. It then discusses the impact and role of advertising, providing benefits to manufacturers, retailers, customers, salespeople and society such as introducing new products, creating demand, expanding markets, assisting sales, and building brand image.
3. The document also discusses the role of advertising agencies, noting that large companies prefer to use advertising agencies for their expert services, economical services, wide range of services including marketing research, and creativity in advertising campaigns.
Promotional marketing
This document discusses key concepts related to evaluating advertising effectiveness including defining advertising objectives, different types of advertising objectives (inform, persuade, remind), and factors that make advertising creative and effective at capturing audience attention such as being unique, novel, and relevant to the target audience. It also outlines Graham Walls' four-step creative process of preparation, incubation, illumination, and verification. Finally, it discusses elements of an advertising strategy like creating messages and selecting media as well as different types of appeals that can be used to engage audiences.
Advertising
Advertising provides product information, incentives to take action, and reminders to reinforce brand messages. Effective ads gain attention through creativity and execution to meet advertiser and consumer objectives. The key players in advertising are the advertiser, agency, media channels, vendors, and target audience. An advertising plan identifies the target audience, message strategy, and media strategy to match the right audience with the right message through the right medium.
Advertising creativity
The document discusses advertising creativity and the creative process in advertising. It defines advertising creativity as the ability to generate unique ideas that solve communication problems. Some determinants of creativity are originality, flexibility, elaboration, synthesis, and artistic value. The creative process generally involves gathering information, incubation of ideas, insight or solution, and refinement. Two models of the creative process are outlined involving research, wrestling with ideas, subconscious incubation, idea birth, and shaping ideas. An effective advertising campaign is coordinated across different media around a central theme over time. The creative brief guides the campaign with objectives, target audience, selling ideas, and strategy. Developing a unique selling proposition or brand image are important in the search for a major selling idea
Advertising theories
The hierarchy-of-effects model is a predominant advertising theory that shows how advertising works through a step-by-step process. It can be visualized as a pyramid, with awareness and knowledge of a brand at the bottom and actual purchase behavior at the top. The model proposes that advertising first builds awareness of a brand, then increases knowledge about what it stands for, then forms liking and preference toward the brand before ultimately convincing customers to purchase it. As consumers move up the pyramid through each successive step, the percentage who reach the next level declines.
PR VS MARKETING VS ADVERTISING
Marketing involves communicating and delivering products to target audiences through the marketing mix of product, price, place, and promotion, which includes advertising and public relations. Public relations is a communication method used by companies to convey a positive image through low-cost methods like press releases, community involvement, and conferences. Advertising is a paid communication method using media like TV, radio, internet, and print to promote a brand, mission, products, and invite consumers to purchase.
Advertising strategy
This document discusses advertising strategy and planning. It defines advertising and examines its importance and objectives. Advertising aims to gain attention, hold attention, create an impression of a problem, suggest a product solves that problem, and provide an emotional appeal to motivate action. The document outlines advertising theories like AIDA (Attention, Interest, Desire, Action) and the 5 M's (Message, Media, Money, Motivation, Measurement). It also discusses objectives, types, roles, functions, and elements of an advertising plan including targeting audiences, message strategies, and media strategies. Major advertising media are also listed.
Aida
The document describes the AIDA model of advertising, which consists of 4 steps: Attention, Interest, Desire, and Action. The model was developed in the early 1900s and is used to maximize the effectiveness of advertising campaigns. It holds that an ad needs to first attract attention, then spark interest in the product or service, build desire by highlighting its benefits, and finally provoke the target audience into taking action, such as purchasing. Variants on the model add additional steps like Conviction or Satisfaction.
Advertising concepts & principles
The document defines advertising and discusses its importance and role in brand promotion. It provides definitions of advertising as a paid, non-personal form of communication from an identified sponsor using mass media to influence an audience. Advertising creates brand awareness, interest, and drives consumers to shops. It is an effective way to communicate with a large audience and helps create brand image. The document also discusses best practices for effective advertising, such as being informative, entertaining, memorable, and standing out from competitors.
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This document discusses advertising and provides examples of famous brands, slogans, and campaigns. It defines advertising as communication that tries to persuade people to buy products or services. It lists common places advertising is seen like billboards and banner ads. The top 10 global brands are identified as Coca Cola, IBM, Microsoft, Google, GE, McDonald's, Intel, Nokia, Disney, and HP. Famous slogans from brands are given as examples. Mascots like Ronald McDonald and Mickey Mouse are described as representing brands. The document also discusses sponsorship of sports teams and campaigns from brands like Nike, Johnnie Walker, and Kit Kat. Students are assigned a project to present on their favorite advertising campaign.
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2. Two case studies are presented: an IKEA campaign that used targeted Facebook ads and big data to increase store visits by 31% among some audiences, and a political campaign that used big five personality profiling to craft tailored messages.
Advertising intro
This document provides an overview of the advertising unit. It will cover analyzing existing print and video ads, planning and producing your own print ads. Students will look at the content, style, and persuasive techniques used in ads. They will generate ideas, create proposals, and consider regulations. Students will plan their ad production, produce their own print ad, and do post-production work. They will evaluate their work throughout the unit. The overall purpose is to learn how to analyze and create persuasive ads.
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The AIDA model outlines four steps to move customers to action: get their Attention, raise their Interest, create a Desire for the product, and lead to Action like a purchase. A fifth step, loyalty/satisfaction, was later added.
The hierarchy-of-effects model involves six stages to move customers through: awareness, knowledge, liking, preference, conviction, and purchase. It holds that communicators must build awareness of the brand, then knowledge of its benefits, create a liking, build preference over others, develop a conviction to buy, and finally motivate an actual purchase. Examples are given
Creative that cracks the code, Sameer Agarwal, HBR Article
This document discusses creative advertising campaigns that have been successful. It provides examples of campaigns that used memes, games, crowdsourcing, and humor. Specifically it mentions:
1. Wonderful Pistachios used memes like Honey Badger which increased sales 233%.
2. Coca Cola China's mobile game was downloaded 380,000 times in the first month.
3. Oreo's crowdsourced Facebook campaign increased sharing by 4,400%.
4. Kia Motors' humorous ads led to double digit growth for several years.
It also discusses successful Indian campaigns like the "Mauka Mauka" World Cup ads for Star Sports and Vodaf
The First 20,000 Years of Advertising
The document provides a brief history of advertising over the past 20,000 years, from cavemen promoting their goods to modern digital advertising on social media platforms. It notes some key developments like Ayer defining advertising as "keeping your name in print" in 1899, Toulouse-Lautrec creating ads for the Moulin Rouge in the late 1800s, and the repositioning of Marlboro cigarettes from women to men in the 1950s after health studies. The document also discusses how advertising has evolved with technology but human psychology remains the same, and the best ads don't look like ads but offer value in exchange for attention through community, creativity and fulfillment.
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This document discusses different advertising themes and appeals. It defines an advertising theme as a central, repetitive message meant to promote brand awareness and impact beyond individual ads. Common themes discussed include music, prestige, comfort, economy, health, beauty, fear, patriotism, and curiosity. The document also discusses when it may be necessary to change a theme, using the example of DriveTime originally using humorous ads but shifting to more emotional stories to better connect with audiences.
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Advertising is described as salesmanship in print, a substitute for a human salesman, and a paid form of non-personal presentation of ideas, goods and services by an identified sponsor. It can take many forms from print ads to commercials to banners online. Advertising aims to first attract attention, then build interest and desire for a product through messages targeted to specific markets. It uses various media and measures effectiveness to achieve the mission within the allocated budget. Key elements discussed include the 4Ps of marketing, AIDA model of how ads impact consumers, and the 6Ms of defining the mission, market, money, message, media and measurement of any advertising campaign.
Advertisement
Advertising is a form of communication used to encourage or persuade an audience to take action. There are various types of advertising media, including outdoor, print, broadcast, and specialty advertising. When creating advertisements, it is important to understand the target audience, incorporate a clear message that appeals to what the audience likes and needs, and test advertisements on a focus group to get feedback before widespread release. While advertising can be effective for marketing, it also has limitations like being costly, potentially misleading, and influencing purchasing behaviors.
Features of Advertisements
Advertisements aim to persuade consumers in 3 key ways: by using positive language, appealing to aspects of the readers' personality, and targeting specific customer types. They try to convince readers that the product will make them happier, more successful, and so on. To attract and stick in memory, ads appeal to senses, ask questions, use imagery and slogans, and quotes from famous people. The goal is always to convince readers to buy the product.
Advertising
Marketing Management : Advertising (Promotion mix)
Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services .
Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising.
According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words , “ Advertising is a means of informing and communicating essential information.”
To Inform (Awareness creation)
To Remind (positioning)
To influence (create desire)
To add value (differentiation)
To introduce a product or band
To acquire customers
To increase sales and profit
An advertising budget is the amount a company set aside for its promotional activities.
Advertising budget is used by a company for marketing the products and services to the customers.
Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns.
Advertisement Copy is the soul of an advertisement.
An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
ELEMENTS
This comprises of headlines, subheads, message or main body, claims, illustrations, closing idea, logo, caption, pictures, trademarks, slogans, brand name, website, price, location etc.
Advertising part 1
Advertising is defined as paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. The document discusses the purpose, functions, types, and impact of advertising on society. While advertising provides economic benefits, it is also criticized for promoting stereotypes and objectifying gender and sexuality. The impact of advertising on society is mixed, as it depends on how campaigns are implemented, but companies and the marketing of products have become reliant on advertising overall.
How does Advertising Communication Work?
Advertising works as communication through three main facets:
1. It seeks to get attention, provide information to consumers about brands, and sometimes entertain in order to create a consumer response like a purchase.
2. Effective advertising communicates messages from senders to receivers through both mass communication and interactive two-way communication. It aims to generate the desired consumer response.
3. Multiple factors drive how consumers perceive, feel about, think about, associate with, and are persuaded by advertising messages, including exposure, relevance, emotions, learning, symbolism, and motivation. Together these facets explain how advertising creates consumer responses.
Creativity in Advertising
Nike's iconic "Just Do It" advertising campaign from 1988 was highly successful. It tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle by linking exercise to wearing Nike sneakers. The provocative ads encouraged people to take charge of their fitness. Celebrity endorsements also appealed to consumers' sense of belonging. The easily identifiable campaign stayed true to its compelling message and helped Nike expand beyond running shoes to target all Americans. Its timing could not have been better to combat rival Reebok's aerobics shoe dominance and propel Nike to massive sales growth.
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Marketing tips
This document provides an overview of advertising and public relations. It discusses the key characteristics of advertising, how people process advertising information, and the different approaches used in developing advertising campaigns. It also outlines how marketers assess advertising effectiveness. Additionally, the document examines the advertising industry and classifications of advertising. It describes the roles of public relations and publicity in marketing communications and the different public relations functions. Finally, it discusses evaluating advertising effectiveness and some of the ethical and legal issues related to advertising.
ADVERTISING
The document discusses several models for conceptualizing advertising, including AIDA, DAGMAR, DRIP, VIPS, DMP, PLC, Maslow's hierarchy of needs, and MECCA. AIDA focuses on gaining attention, interest, desire and action. DAGMAR examines advertising goals and measured results in a hierarchy from unawareness to preference. DRIP differentiates a brand, reminds consumers of it, informs them of new features and benefits, and persuades them of its relevance. The models provide frameworks for understanding how advertising can move consumers through different stages from awareness to purchase.
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Advertising concepts & principles
The document defines advertising and discusses its importance and role in brand promotion. It provides definitions of advertising as a paid, non-personal form of communication from an identified sponsor using mass media to influence an audience. Advertising creates brand awareness, interest, and drives consumers to shops. It is an effective way to communicate with a large audience and helps create brand image. The document also discusses best practices for effective advertising, such as being informative, entertaining, memorable, and standing out from competitors.
Business Studies - Advertising
This document discusses advertising and provides examples of famous brands, slogans, and campaigns. It defines advertising as communication that tries to persuade people to buy products or services. It lists common places advertising is seen like billboards and banner ads. The top 10 global brands are identified as Coca Cola, IBM, Microsoft, Google, GE, McDonald's, Intel, Nokia, Disney, and HP. Famous slogans from brands are given as examples. Mascots like Ronald McDonald and Mickey Mouse are described as representing brands. The document also discusses sponsorship of sports teams and campaigns from brands like Nike, Johnnie Walker, and Kit Kat. Students are assigned a project to present on their favorite advertising campaign.
Introduction to advertising
Intro to Advertising for OCR GCSE Media Studies coursework. Outlines the unit requirements and intro to print and billboard advertisments.
Smart targeting - how to increase footfall using the BIG DATA, behavioural sc...
1. The document discusses strategies for increasing footfall using big data, behavioral science, and the AIDA model of communication. It recommends understanding audiences using big data, crafting emotionally resonant messages based on the OCEAN personality model, and implementing a multi-step campaign over 3 months using AIDA to drive awareness, interest, desire and action.
2. Two case studies are presented: an IKEA campaign that used targeted Facebook ads and big data to increase store visits by 31% among some audiences, and a political campaign that used big five personality profiling to craft tailored messages.
Advertising intro
This document provides an overview of the advertising unit. It will cover analyzing existing print and video ads, planning and producing your own print ads. Students will look at the content, style, and persuasive techniques used in ads. They will generate ideas, create proposals, and consider regulations. Students will plan their ad production, produce their own print ad, and do post-production work. They will evaluate their work throughout the unit. The overall purpose is to learn how to analyze and create persuasive ads.
Aida model advertising
The document discusses two models of advertising: the AIDA model and the hierarchy-of-effects model.
The AIDA model outlines four steps to move customers to action: get their Attention, raise their Interest, create a Desire for the product, and lead to Action like a purchase. A fifth step, loyalty/satisfaction, was later added.
The hierarchy-of-effects model involves six stages to move customers through: awareness, knowledge, liking, preference, conviction, and purchase. It holds that communicators must build awareness of the brand, then knowledge of its benefits, create a liking, build preference over others, develop a conviction to buy, and finally motivate an actual purchase. Examples are given
Creative that cracks the code, Sameer Agarwal, HBR Article
This document discusses creative advertising campaigns that have been successful. It provides examples of campaigns that used memes, games, crowdsourcing, and humor. Specifically it mentions:
1. Wonderful Pistachios used memes like Honey Badger which increased sales 233%.
2. Coca Cola China's mobile game was downloaded 380,000 times in the first month.
3. Oreo's crowdsourced Facebook campaign increased sharing by 4,400%.
4. Kia Motors' humorous ads led to double digit growth for several years.
It also discusses successful Indian campaigns like the "Mauka Mauka" World Cup ads for Star Sports and Vodaf
The First 20,000 Years of Advertising
The document provides a brief history of advertising over the past 20,000 years, from cavemen promoting their goods to modern digital advertising on social media platforms. It notes some key developments like Ayer defining advertising as "keeping your name in print" in 1899, Toulouse-Lautrec creating ads for the Moulin Rouge in the late 1800s, and the repositioning of Marlboro cigarettes from women to men in the 1950s after health studies. The document also discusses how advertising has evolved with technology but human psychology remains the same, and the best ads don't look like ads but offer value in exchange for attention through community, creativity and fulfillment.
Advertising theme
This document discusses different advertising themes and appeals. It defines an advertising theme as a central, repetitive message meant to promote brand awareness and impact beyond individual ads. Common themes discussed include music, prestige, comfort, economy, health, beauty, fear, patriotism, and curiosity. The document also discusses when it may be necessary to change a theme, using the example of DriveTime originally using humorous ads but shifting to more emotional stories to better connect with audiences.
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Presentation on promotion mix its method and new methods adopted by business and importance of social media in promotion
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Advertising is described as salesmanship in print, a substitute for a human salesman, and a paid form of non-personal presentation of ideas, goods and services by an identified sponsor. It can take many forms from print ads to commercials to banners online. Advertising aims to first attract attention, then build interest and desire for a product through messages targeted to specific markets. It uses various media and measures effectiveness to achieve the mission within the allocated budget. Key elements discussed include the 4Ps of marketing, AIDA model of how ads impact consumers, and the 6Ms of defining the mission, market, money, message, media and measurement of any advertising campaign.
Advertisement
Advertising is a form of communication used to encourage or persuade an audience to take action. There are various types of advertising media, including outdoor, print, broadcast, and specialty advertising. When creating advertisements, it is important to understand the target audience, incorporate a clear message that appeals to what the audience likes and needs, and test advertisements on a focus group to get feedback before widespread release. While advertising can be effective for marketing, it also has limitations like being costly, potentially misleading, and influencing purchasing behaviors.
Features of Advertisements
Advertisements aim to persuade consumers in 3 key ways: by using positive language, appealing to aspects of the readers' personality, and targeting specific customer types. They try to convince readers that the product will make them happier, more successful, and so on. To attract and stick in memory, ads appeal to senses, ask questions, use imagery and slogans, and quotes from famous people. The goal is always to convince readers to buy the product.
Advertising
Marketing Management : Advertising (Promotion mix)
Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services .
Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising.
According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words , “ Advertising is a means of informing and communicating essential information.”
To Inform (Awareness creation)
To Remind (positioning)
To influence (create desire)
To add value (differentiation)
To introduce a product or band
To acquire customers
To increase sales and profit
An advertising budget is the amount a company set aside for its promotional activities.
Advertising budget is used by a company for marketing the products and services to the customers.
Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns.
Advertisement Copy is the soul of an advertisement.
An advertisement copy is all the written or spoken matter in an advertisement expressed in words or sentences and figures designed to convey the desired message to the target consumers.
ELEMENTS
This comprises of headlines, subheads, message or main body, claims, illustrations, closing idea, logo, caption, pictures, trademarks, slogans, brand name, website, price, location etc.
Advertising part 1
Advertising is defined as paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience. The document discusses the purpose, functions, types, and impact of advertising on society. While advertising provides economic benefits, it is also criticized for promoting stereotypes and objectifying gender and sexuality. The impact of advertising on society is mixed, as it depends on how campaigns are implemented, but companies and the marketing of products have become reliant on advertising overall.
How does Advertising Communication Work?
Advertising works as communication through three main facets:
1. It seeks to get attention, provide information to consumers about brands, and sometimes entertain in order to create a consumer response like a purchase.
2. Effective advertising communicates messages from senders to receivers through both mass communication and interactive two-way communication. It aims to generate the desired consumer response.
3. Multiple factors drive how consumers perceive, feel about, think about, associate with, and are persuaded by advertising messages, including exposure, relevance, emotions, learning, symbolism, and motivation. Together these facets explain how advertising creates consumer responses.
Creativity in Advertising
Nike's iconic "Just Do It" advertising campaign from 1988 was highly successful. It tapped into the 1980s fitness craze and consumer desire for a healthy lifestyle by linking exercise to wearing Nike sneakers. The provocative ads encouraged people to take charge of their fitness. Celebrity endorsements also appealed to consumers' sense of belonging. The easily identifiable campaign stayed true to its compelling message and helped Nike expand beyond running shoes to target all Americans. Its timing could not have been better to combat rival Reebok's aerobics shoe dominance and propel Nike to massive sales growth.
Marketing & Public Relations 101
Learn more about how to effectively use marketing and public relations techniques to further develop your brand
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Integrated Marketing Communication (IMC) takes a comprehensive approach to evaluating various communication tools, including advertising, sales promotion, branding, and public relations. IMC recognizes that these channels can complement each other. For example, advertising may create awareness while sales promotions spur purchases. Branding aims to maintain equity for high-involvement products. Public relations develops a favorable company image. Coordinating these tools through IMC can maximize their combined impact on consumers.
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ADVERTISING AND MARKETING.pptx
This document discusses advertising and marketing. It defines advertising as the non-personal presentation of ideas, products or services to induce action by an audience. The purpose of advertising is to promote ideas and products to increase sales. Advertising has several functions like promoting sales, introducing new products, creating a good public image, facilitating mass production, stimulating research, and educating people. It concludes that marketing analyzes customer needs to satisfy them and enhance relationships, while advertising influences market changes by summarizing a product and its promotion.
Advertising_&_Brand_Management_Notes.pdf
The document provides information on advertising and advertising agencies. It defines advertising as a non-personal communication paid for by sponsors to promote products, services, or ideas through various media. An advertising agency is defined as an independent business that develops, prepares, and places ads for clients seeking customers. The key functions of an advertising agency are planning advertising campaigns, preparing ads through creative work, executing campaigns by selecting media and placing ads, and providing other services like market research and media selection.
Advertising and strategy
1. The document discusses various frameworks for how advertising works, including the sales, persuasion, involvement, and salience frameworks. It explains concepts like using emotion, shock advertising, and developing brand awareness.
2. Strategic uses of advertising discussed include differentiating brands, reinforcing messages, and engaging customers. The FCB matrix combines involvement with rational/emotional thinking for ad strategies.
3. Case studies are provided on how companies like M&S, Sony Ericsson, Yellow Pages, and NesCafe have effectively used advertising frameworks and strategies.
Advertising
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
Ingles 20%
This document discusses different types of advertising. It defines advertising as a paid communication strategy used by companies to publicize products and services and give brands a reputation. There are two main types of advertising: offline advertising like print, radio, and television, and online advertising like search engine marketing, search engine optimization, email marketing, and social media. The document also provides examples of different categories of advertising like brand advertising, institutional advertising, business-to-business advertising, public service advertising, and retail advertising. It illustrates each type with relevant examples.
Task 1
Marketing and PR functions are explained in the document. Market research involves learning about target audiences to help design products and marketing strategies. Market analysis studies product attractiveness and dynamics compared to competitors. Marketing strategies consider both long and short term goals. Advertising is important for promoting brand awareness and visibility. Brand promotion uses various methods like ads, banners, posters, and TV commercials tailored to different times of year. PR involves managing messaging to portray the most positive brand image. Positive publicity and events can boost public perception while damage control aims to minimize harm from negative situations. Lobbying targets influential decision makers like government to facilitate favorable policies.
An Entrepreneur's Guide to Public Relations
An overview of what public relations is all about, how it differs from advertising and marketing, how the industry has evolved over the years, how entrepreneurs can implement DIY PR efforts and when it's time to hire a PR professional.
Advertisement: unit 5
John E. Kennedy , development of advertisement, Advertising Media,Advantages or benefits of advertisement, Roles of Advertising, Types of Advertising
Anshu Maheshwari , BBA , Dezyne E'cole College
This document provides an overview of a student project report on advertisements. It includes an introduction, acknowledgements, table of contents, and sections on the meaning and purpose of advertising, different types of advertising aims and media, and factors that influence consumer behavior. The project was submitted by Anshu Maheshwari, a student of Bachelor of Business Administration at Dezyne E’cole College, towards their degree requirements. It discusses key advertising concepts and provides examples to explain different topics.
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Market research involves gathering information about target markets through surveys, focus groups, and interviews. This helps companies understand customer wants/needs and determine where to advertise. A market analysis presents research findings and identifies gaps. Marketing strategy sets objectives and outlines the product, price, place, and promotion plan. Advertising is important for raising brand awareness and shaping perceptions of products. Positive publicity generates goodwill while damage limitation aims to minimize harm to reputation from negative events. Lobbying seeks to influence legislation by advocating for special interests to politicians and parties.
Contempoarry issue PPT
This document discusses trends in advertisement. It defines advertisement and identifies its types, including print media, outdoor, broadcast, covert, surrogate, and public service advertisement. It also discusses forms of advertisement like sales promotion, publicity, personal selling, and public relations. The document then covers social advertisements in India and trends in IPL advertisement. It outlines advertising strategies and does a SWOT analysis. Finally, it discusses the importance of advertisement and some of its objectives like providing information, reminding the public, changing social attitudes, and inducing purchases.
Advertising management unit 1
1. The document discusses a class on advertising management, including definitions of advertising, purposes of advertising, and ethical issues in advertising.
2. It provides definitions of advertising from various sources and breaks down the components of those definitions.
3. The importance of advertising is discussed for manufacturers/traders, consumers, and society as a whole in promoting economic growth.
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Graphic designers play an important role in advertising by creating visual designs that communicate messages persuasively. They use techniques like layout, color, imagery and typography to grab attention and convey information about products and services. The goal of most advertising is to influence consumer behavior by driving people to purchase particular offerings, though political and social ads also aim to promote ideas or causes. Effective ads achieve clarity of message while relating to the target audience's mindset.
Task 1
Marketing involves market research to understand customer needs and interests. Market research methods include surveys, focus groups, and interviews. Market analysis examines competitors to determine strengths and weaknesses. A marketing strategy combines different techniques to promote a product and gain profit. Advertising creates awareness of a company and its products. Brand promotion uses media, merchandise, and other methods to promote a brand. Public relations aims to manage messaging and spread positive publicity. 'Spin' can twist the truth to persuade audiences. Damage limitation tries to minimize negative publicity from events. Marketing and PR events promote products and services to attract large audiences.
Advertising management
Advertising is an important element of the promotion mix. The promotion mix consists of advertising, personal selling, sales promotion, and publicity. Advertising is a paid, non-personal form of communication used to inform or persuade target audiences. It has various dimensions including social, economic, psychological, and as a form of communication. There are different types of advertising such as informative, persuasive, reminder, and image building advertising which are used for various objectives.
A project report on advertising effectiveness
The document discusses various topics related to advertising including:
1. Definitions of advertising, publicity, and what constitutes an advertisement.
2. The objectives, features, need for measuring effectiveness, and functions of advertising.
3. Different types of advertising classified by financial matters, demand influence, objectives, audience, geographical coverage, and response sought.
4. The benefits and objectives of advertising for businesses.
5. When and why advertising should be used versus other promotional methods.
6. Common advertising media including print, outdoor, broadcast, and digital.
Project report on advertising effectiveness
This document provides an overview of advertising effectiveness and outlines various aspects of designing an advertising campaign. It discusses defining objectives, creating messaging, selecting media, and evaluating effectiveness. The key stages in developing an advertising campaign include identifying the target audience, determining objectives, creating the advertising platform or strategy, allocating the budget, developing the message, and organizing the campaign rollout and evaluation.
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ADVERTISEMENT PPT..By- Mangesh S Mankar
- 1. Presented By- Mangesh S. Mankar MBA- 2nd Sem P.R.Patil College of Management.
- 2. Advertising is a form of communication used to help sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer.
- 3. Edo period advertising flyer from 1806 for a traditional medicine called Kinseitan Egyptians used papyrus to make sales messages and wall posters
- 4. Increase sales. Profit Maximization. Creating Goodwill.
- 5. Product Advertisement:It particularly includes product, typically it communicate a message including the name of product. Institutional Advertisement:Promoting a concept, idea, or philosophy, Or the goodwill of an industry or organization. Public Service Advertisement:To advertise non-commercial issues like HIV/AIDS energy conservation and deforestation.
- 6. Direct:It tries to get you to take action now buy the product Now immediate buying. IndirectIt tries to point out the advantages of the product, so if you think about this product later you will buy their brand.
- 7. An Advertisement that make direct comparison with competitive brand.
- 9. Relationship between Advertising and the Product Life Cycle Competitive Comparative Prepared for Marketing 106 Copyright, Professor W.T.G. Richardson, Seneca College Pioneering
- 10. Product- Product highlights various attributes of the product. Price- Price helps us in analyzing whether it is competitively priced or not. Place- Place focuses on efficiency of distribution network of Product. Promotion- Promotions showcases which mode of promotion is most effective and how do consumers respond to various celebrity endorsements.
- 11. It should be based on Human-psychology. It should be Attractive, eye catching. It must be in brief. Communicate basic information. Create an emotional response in viewers/readers. Be perfectly truthful and absolutely believable.
- 12. Finding the most effective media to deliver the desired number of exposure to the target audience…. Print Media ( newspaper, magzines etc.) Broadcast Media (T.V ) Internet Street Advertising (Billboard, wall painting etc.)
- 13. Deceptive Advertising:Claiming that a product can do something that it cannot is a clear-cut case of deception (misleading). -Ad by Nike
- 14. Little children are usually not understand the ads, but they understand the pictures...
- 16. EXAMPLE In the picture it is easily seen that the advertisement of pizza is different from what it actually looks like . ___________________________________________________________________________________
- 17. Famous celebrities are hired for advertisements by some companies and by using the product the customers feel themselves like those celebrities
- 18. An area where advertisers and marketers must decide what is permissible (and therefore justified and ethical) is impression management.
- 21. www.wikipedia.org Product life cycle- www.writiger.com www.flightlne.highline.edu Pictures by:- www.heromotocorp.com Nike ads- www.toxel.com Adidas building soccer ad- www.decodir.com HUL v/s P&G- www.advertworld.blogspot.com Video- www.vuclip.com