This document discusses advertising and outlines the key components of developing an advertising campaign. It defines advertising as communicating information about products and services to consumers to encourage purchasing. The objectives of advertising are highlighted, such as bringing awareness to brands and products, communicating benefits, and motivating buying behavior. The document then covers how to design an effective campaign, including developing messages that reach and remain memorable to the target audience and motivating action. Campaign elements like budget, media selection, timing, and examples are also outlined.

1. ADVERTISING
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Advertising

2. ADVERTISING
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INDEX
Objectives
What is advertising?
Campaign
Examples and group activity

3. ADVERTISING
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What is advertising?

4. ADVERTISING
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 Advertising tells consumers about a product or a service and
encourages them to buy it.
 To get it, communication techniques are used through different
means.
What is advertising?

5. ADVERTISING
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What are the objectives?
1º
• Highlight a product / brand / company
2º
• Communicate about the advantages and
benefits of the product
3º
• Develop brand positioning
4º
• Educate / inform on how to use the
product
5º • Develop buying motivations
To get one or some of this
objectives………Prepare an advertising campaign

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How to design an advertising campaign:
 Designing a message
 Let the message be effective
 It reaches the public you can buy
 The time period that should last
 Remains in the audience mind
 To move to action: buy

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When there is a campaign we need to keep these
4 points:
Principles of a campaign
Attention
Interest
Desire
Action

8. ADVERTISING
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Campaign
1- What do you want to communicate?
2- Who do you want to communicate?
3- How fixed and distributed is the budget?
4- How does it say what you want to communicate?
5- What media will be used?
6- When and how long it will communicate?

9. ADVERTISING
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Campaign (advertisement)
http://www.youtube.com/watch?v=L0YPsuZYZIY
The advertisement we've seen has an effective
message?
Do think this product is good?
Do you like it? Why?

10. ADVERTISING
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Campaign
What do you
want to
communicate?
Brand and its
values
Product
strengths
Who do you
want to
communicate?
Target of
people
Age, sex,
economic
level
Hobbies, likes

11. ADVERTISING
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Campaign
How fixed and
distributes is the
budget?
Total amount of
money
How to spend it:
instensity,
duration and
means
How does it say
what you want to
communicate?
Slogan
Logos
Language
used

12. ADVERTISING
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Campaign
When and how
long it will
communicate?
Season
Short and
intense vs long
and sporadic
What media will
be used?
Mass media
Specifics
ATL, BTL

13. ADVERTISING
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Examples
Product: Exclusives Trips : Africa safaris, ballooning
by amazon, climb Everest, trip to 10 different
countries to eat at 3 star Michelin restaurants,
whatever you can imagine
Scope of activity: international
You dream……
We´ll become real

14. ADVERTISING
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Examples
ATL: I´ll promote it in travel journals of
premium cars, luxury yachts, exclusive
travel destinations, expensive watches
where rich people move to buy it. I´ll
promote it in the months where
magazines are sold.
BTL: I´ll promote it mostly in programs of
luxury experiences and preparation of
events, golf club, horse ride, hotel rooms
and exclusive party with celebrities to
promote it. Hold year intensifying
November and October, April and May.

15. ADVERTISING
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Thanks!!!!!