This document discusses various topics related to advertising including ambient advertising, unique selling propositions, the AIDA advertising approach, consumer culture, types of advertising, and ways to measure advertising effectiveness. It notes that ads can now be found everywhere in non-traditional places and that unique selling propositions highlight what makes a product different from competitors in its category. It also outlines the AIDA approach of attracting attention, creating interest, stimulating desire, and promoting action and lists types of advertising like institutional, trade, retail, and direct marketing ads.

1. Advertising
Brad Gangnon
Takoda Institute
6/6/2013

2. Ambient advertising/360 advertising
• Ads are everywhere
• Ads in non-traditional places

3. Ads

4. Unique Selling Proposition
• Result of television
advertising
• Highlighting the aspect
of the product different
from other brands in
the same product
category
• Parity products

5. AIDA Approach
• Attract attention
• Create interest
• Stimulate desire
• Promote action

6. Consumer Culture
• I am what I own
• I am what I can buy
• I collect …

7. Types of Advertising
• Institutional or Corporate
• Trade or professional
• Retail advertising
• Promotional (retail) advertising
• Industrial advertising
• National Consumer
• Direct Market Advertising
• Public Service Advertising

8. Measuring Effectiveness
• Copy testing
• Consumer juries
• Forced exposure
• Recognition tests
• Recall testing
• Awareness tests