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Advertisment
Advertising is a form of mass communication used to promote products, services, or ideas. Advertisements aim to attract attention, build interest and desire, and encourage action. Advertisers research strengths, weaknesses, opportunities, and threats to determine unique selling propositions and effective advertising techniques. These techniques include using basic appeals, attention-getting headlines, slogans, testimonials, product characters, comparisons to other products, and repetition to reinforce messages. The goal is to effectively inform and influence consumers.
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- 2. 2 What is it?Whatis it? • Advertising is a message designed to promote a product, a service, or an idea. • The purpose of advertising is to sell products or services.
- 3. 3 Advertising MediaAdvertising Media •Advertising reaches people through various forms of mass communication. • These media include newspapers, magazines, television, radio, the Internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties.
- 4. 4 AIDAAIDA • Advertising isdesigned to inform, influence, or persuade people. • To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.
- 5. 5 Advertising TechniquesAdvertising Techniques •Advertisers research the unique features of the product to determine the USP (unique selling proposition) and the big idea—the simple message that will be used to communicate the USP to the target audience. • Many firms use a SWOT analysis to help them with their advertising techniques.
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- 17. 17 SWOTSWOT • Strengths – Outstandingfeatures of the brand – Positive consumer perceptions of the brand – Features that are better, different or missing from competitor’s brands
- 18. 18 SWOTSWOT • Weaknesses – Whatis missing – Negative consumer perceptions – Features of competitor’s brand that are better
- 19. 19 SWOTSWOT • Opportunities – Whatare the newest trends that have not been addressed – What are the latest developments in technology – Are there gaps in the market
- 20. 20 SWOTSWOT • Threats – Areconsumers finding replacement products – Is the industry regulated
- 21. 21 Advertising TechniquesAdvertising Techniques •Advertisers use a variety of techniques to create effective advertisements.
- 22. 22 1. BASIC APPEALS1.BASIC APPEALS • Biological – Focus on consumer’s basic needs for health and security • Emotional – Focus on the consumers’ feelings (love, romance, pride) • Rational – Focus on the consumer’s reasoning abilities (cost, safety, convenience) • Social – Focus on the way that social pressures influence consumer behaviour (odour, weight, acne, fashion)
- 23. 23 2.2. Attention-getting headlinesAttention-gettingheadlines • A successful headline leads a person into reading the rest of the ad. • Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance.
- 24. 24 3. Slogans3. Slogans •Short phrases that a company uses over and over in its ads. • Good slogans are easy to remember and stick in people’s minds.
- 25. 25 4. Testimonials4. Testimonials •Advertisements in which a person endorses a product. • The person may be someone who looks like the average user of the product or it may be a movie or TV star, athlete or other celebrity.
- 26. 26 5. Product Characters5.Product Characters • Fictional people and cartoon animals or characters used in advertisements over a long period of time (Jolly Green Giant)
- 27. 27 6. Comparison ofproducts6. Comparison of products • Used most frequently to sell products that compete heavily with other brands. • Advertisers compare their product with similar brands and point out the advantages of using their brand.
- 28. 28 7. Repetition7. Repetition •One of the most basic techniques advertisers use to get their message across, whether it is a commercial broadcast several times a day or an ad published frequently. • Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see or hear an advertisement, the more likely they are to accept the message and want the product.
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