This document provides an overview of advertising as a communication strategy for marketing and gaining customer loyalty. It defines advertising and its purpose of persuading consumers to purchase or consume a particular brand. It then describes different types of advertising including commercials, infomercials, radio, print, online, mobile, billboard, in-store, product placement, and celebrity endorsements. The document encourages analyzing examples of advertisements and developing marketing strategies using the 4 C's model of communication, product, price and place.

1. Communications Activity guide: Advertising

2. Communication Strategies for marketing How to gain customers? How to gain customers loyalty? by means of: Promotion: Advertising + sales promotion

3. Advertising Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action, usually to persuade potential customers to purchase or to consume a particular brand . It usually includes the name of a product or service (brand) and how that product or service could benefit the consumer.

4. Types of Advertising I Commercials A television advertisement or television commercial – often just commercial or TV ad (US), or advert or ad (UK/US), – is a span of television programming produced and paid for by an organisation that conveys a message. Infomercials long-format television commercials, typically five minutes or longer.

5. Types of Advertising II Radio advertising Press advertising Online advertising

6. Online Advertising Extension Exercise: Use this link to start a research on this subject: http://en.wikipedia.org/wiki/Online_advertising 1. Write a brief explanation and get a screen capture of each type of online advertising. 2. Decide if online advertising would be positive for your business and decide which of its forms would be better.

7. Types of Advertising III Mobile billboard advertising Billboard advertising Instore advertisement

8. Types of Advertising IV Product placement Celebrities

9. Let's have a closer look at Advertising Class exercise Look at the following 4 advertising examples. But ... before you start, you should know what to look at ...

10. Observe

11. Observe and think

12. Think and discuss but... Use adjectives like: Interesting - Boring Original - common Fun - serious eye-catching - dull Hilarious - sad Kind - AGRESSIVE Crazy – sensible Trendy – old-fashioned Elegant – casual C o l o u r f u l - colourless Dynamic - static Use intensifyers like: Completely Extremely Really Very Quite A little Not very

13. Please, use these tips:

14. Please, use these tips:

15. Write your own opinion 1. Write the main ideas and opinions about three of the advertisements you have seen. (ex. 3) 2. Write your personal opinion about your favourite one. (ex. 4)

16. Now, it's your turn! Project Stage III Create the image and desig the best markenting strategies for your business using the 4 C's model.

17. Marketing Strategies Reinforcement Exercise Find three different types of advertisement on the internet, capture the image and explain on a presentation what they communicate and how.

18. Marketing Strategies Extension Exercise Take two of the following brands, analyse their communication strategies and compare them.