This document provides an introduction to advertising, including its key components, roles, types, and players. It discusses advertising's role in marketing and society. The four main components of advertising are strategy, creative idea, creative execution, and media planning/buying. Advertising serves marketing, communication, economic, and societal roles. Current developments discussed include interactivity, integrated marketing communication, and globalization. The document examines how advertising has evolved historically and defines what makes an advertisement effective.
The document discusses advertising appeals and execution styles. It identifies two broad categories of appeals - informational/rational appeals that focus on practical benefits, and emotional appeals that relate to social/psychological needs. Various execution techniques are also outlined, such as straight sell messages, testimonials, and humor. The document then provides details on creative tactics for print, television, and online advertising, including components like headlines, visuals, and layout. It concludes with guidelines for evaluating creative work against objectives and appropriateness.
Creative Strategy: Implementation and EvaluationMike Weber
This document discusses advertising appeals, execution styles, and creative tactics. It covers two categories of appeals - informational/rational and emotional. Execution styles include presentation of information, demonstration, comparison, testimonials, and slice-of-life. Creative tactics for print and television can include animation, fantasy, slice-of-life, demonstration, and humor. Guidelines for evaluating creative output include ensuring the approach meets objectives, targets the audience effectively, and clearly communicates the message in a truthful and tasteful way.
The document discusses ways to motivate marketing channel members. It outlines various channel members like wholesalers and retailers. It also discusses the importance of channel members in distributing products. Some key ways to motivate channel members mentioned are cooperative arrangements, partnerships, distribution programming, and using different types of power like reward power and referent power. Motivating channel members is important to increase sales, build brand preference, add value to products, and improve performance.
Designing and managing integrated marketing channelsPranjal Mathur
This document discusses designing and managing integrated marketing channels. It covers topics such as push and pull strategies, developing hybrid channel systems, understanding customer needs, managing value networks, and resolving conflicts within marketing channels. The key points are:
1. Firms must choose appropriate marketing channels based on their segmentation, targeting, and positioning strategy. This involves balancing push and pull approaches.
2. Developing hybrid channel systems allows reaching different customer segments through various touchpoints like sales teams, retailers, direct mail, and the internet.
3. Understanding customer preferences for channels is important, as customers have different shopping goals and preferences for price, product selection, convenience and more.
4. Managing conflicts within channels requires mechanisms
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
The document discusses advertising appeals and execution styles. It identifies two broad categories of appeals - informational/rational appeals that focus on practical benefits, and emotional appeals that relate to social/psychological needs. Various execution techniques are also outlined, such as straight sell messages, testimonials, and humor. The document then provides details on creative tactics for print, television, and online advertising, including components like headlines, visuals, and layout. It concludes with guidelines for evaluating creative work against objectives and appropriateness.
Creative Strategy: Implementation and EvaluationMike Weber
This document discusses advertising appeals, execution styles, and creative tactics. It covers two categories of appeals - informational/rational and emotional. Execution styles include presentation of information, demonstration, comparison, testimonials, and slice-of-life. Creative tactics for print and television can include animation, fantasy, slice-of-life, demonstration, and humor. Guidelines for evaluating creative output include ensuring the approach meets objectives, targets the audience effectively, and clearly communicates the message in a truthful and tasteful way.
The document discusses ways to motivate marketing channel members. It outlines various channel members like wholesalers and retailers. It also discusses the importance of channel members in distributing products. Some key ways to motivate channel members mentioned are cooperative arrangements, partnerships, distribution programming, and using different types of power like reward power and referent power. Motivating channel members is important to increase sales, build brand preference, add value to products, and improve performance.
Designing and managing integrated marketing channelsPranjal Mathur
This document discusses designing and managing integrated marketing channels. It covers topics such as push and pull strategies, developing hybrid channel systems, understanding customer needs, managing value networks, and resolving conflicts within marketing channels. The key points are:
1. Firms must choose appropriate marketing channels based on their segmentation, targeting, and positioning strategy. This involves balancing push and pull approaches.
2. Developing hybrid channel systems allows reaching different customer segments through various touchpoints like sales teams, retailers, direct mail, and the internet.
3. Understanding customer preferences for channels is important, as customers have different shopping goals and preferences for price, product selection, convenience and more.
4. Managing conflicts within channels requires mechanisms
Chap07 Establishing Objectives And Budgeting For The Promotional ProgramPhoenix media & event
The document discusses establishing objectives and budgeting for promotional programs, noting that objectives help focus efforts, guide planning and decisions, and provide standards for evaluation. It describes different types of objectives including marketing, IMC, and communication objectives. The document also covers factors to consider when allocating promotional budgets, such as marginal analysis and top-down versus bottom-up budgeting approaches.
The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
The document provides an overview of different types of advertising:
- Consumer advertising promotes products and services to individuals and families for personal use.
- Institutional advertising promotes a company's image rather than specific products.
- Retail advertising encourages customers to shop at a particular store rather than promoting specific brands.
- Trade advertising targets wholesalers and retailers who influence consumer availability of products.
- Professional advertising promotes products to doctors, dentists and other professionals who can recommend products to customers.
The document discusses various promotion strategies including the promotional mix, advertising campaign strategy, publicity strategy, sales promotion strategy, and personal selling strategy. It defines different elements of the promotional mix such as advertising, personal selling, publicity, and sales promotion. It also outlines factors that affect the promotional mix and strategies for developing advertising campaigns, publicity, sales promotions, and personal selling.
322 advertising, sales promotion, & public relationsVikas Dogra
This document discusses integrated marketing communication, which involves using advertising, sales promotion, and public relations together in a coordinated way. It defines these elements of the promotional mix and notes that the optimal composition depends on factors like the product, stage in its life cycle, and marketing budget. The document outlines various communication platforms and tools under each element, including examples like advertising through different media, sales promotion techniques like coupons and rebates, and public relations activities. It emphasizes that the goal of integrated marketing communication is to manage stakeholder relationships and maintain goodwill through a coordinated promotional strategy.
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
Source, message, and channel factors all influence how consumers process promotional messages. Source credibility, attractiveness, and power affect persuasiveness. Message structure, including order, conclusion drawing, and sidedness, must be considered. Message appeals like fear, humor, and comparisons are options. Channels differ in personal versus mass reach, information processing requirements, and environmental effects. Media clutter is also a consideration.
What are the major steps in developing effective communication?Sameer Mathur
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
Advertising is defined as a complex form of communication used to impact consumer thoughts, feelings, and actions. It has evolved from simple images used for identification to mass communication used for promotion and sales. Modern advertising has five basic factors - it is paid communication that identifies a sponsor and tries to inform or persuade a large audience through various media. There are four components to advertising - strategy, creative idea, creative execution, and media planning/buying. It serves four roles - marketing, communication, economic, and societal. There are various types including brand, retail, direct response, and nonprofit advertising. The key players involved are the advertiser, agency, media, suppliers, and target audiences.
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.
Designing and managing integrated marketing communicationRohit Kumar
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
This document discusses different types of advertising appeals, including rational/informational, emotional, and moral appeals. It provides details on various sub-types of each appeal. Rational appeals highlight functional benefits and include features, competitive advantages, price, news, and popularity. Emotional appeals relate to psychological and social needs and can be positive like humor or negative like fear. Moral appeals direct consumers' sense of right and wrong. Other appeals mentioned are reminder, teaser, musical, transformational, comparison, direct, and indirect appeals. The document also briefly discusses layout goals, principles, formats, and types of layout problems.
This document discusses market segmentation and targeting. It defines market segmentation as dividing a market into distinct groups based on characteristics like needs, preferences, behaviors or attributes. There are four levels of segmentation from broad segments to niches to local areas to individuals. Effective segmentation requires identifying distinct customer groups, selecting target segments, and establishing unique benefits. The document outlines different bases for segmentation like demographics, psychographics, behaviors and provides several examples of segmentation models and frameworks.
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
The document discusses various aspects of developing an effective creative strategy for advertising. It states that one of the most important components of an integrated marketing communications program is the advertising message. It also discusses the importance of creativity in advertising and defines what creativity means in an advertising context. The document outlines the creative process, including preparation, incubation, illumination, and verification stages. It also discusses inputs to the creative process like background research qualitative research methods. Overall, the summary emphasizes that an effective creative strategy is key to determining the success of advertising for a product or service.
The document describes several marketing models that outline the typical stages a consumer progresses through when engaging with advertising or promotional materials for a product.
The most well-known model is AIDA, which stands for Attention, Interest, Desire, and Action. It proposes that marketing communications should first grab the consumer's attention, then build their interest by focusing on benefits, develop desire by convincing them the product will satisfy their needs, and finally prompt them to take action such as a purchase.
Two other models discussed are Lavidge and Steiner's hierarchy of effects model, which adds additional cognitive and affective stages between awareness and action. Lastly, DAGMAR focuses on measuring advertising effectiveness by mapping how consumers move from unaware
An advertising campaign involves a series of ads placed across various media to meet specific objectives. Planning an advertising campaign involves several essential steps: defining the target market through research, setting objectives, determining the budget, selecting appropriate media and creative strategies, creating and pre-testing ads, and releasing the campaign. The final step is to evaluate the results through post-testing to determine if the campaign met its objectives.
The document provides an introduction to advertising, defining it as a complex form of communication used to impact consumer thoughts and actions. It discusses the four main components of advertising as strategy, creative idea, creative execution, and media planning/buying. Additionally, it outlines the key roles of advertising as marketing, communication, economic, and societal and describes different types including brand, retail, direct response, and nonprofit advertising.
Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
The document discusses various promotion strategies including the promotional mix, advertising campaign strategy, publicity strategy, sales promotion strategy, and personal selling strategy. It defines different elements of the promotional mix such as advertising, personal selling, publicity, and sales promotion. It also outlines factors that affect the promotional mix and strategies for developing advertising campaigns, publicity, sales promotions, and personal selling.
322 advertising, sales promotion, & public relationsVikas Dogra
This document discusses integrated marketing communication, which involves using advertising, sales promotion, and public relations together in a coordinated way. It defines these elements of the promotional mix and notes that the optimal composition depends on factors like the product, stage in its life cycle, and marketing budget. The document outlines various communication platforms and tools under each element, including examples like advertising through different media, sales promotion techniques like coupons and rebates, and public relations activities. It emphasizes that the goal of integrated marketing communication is to manage stakeholder relationships and maintain goodwill through a coordinated promotional strategy.
Chapter 3 of Principles of Advertising. Organizing for Advertising and Promotion: The Role of Ad Agencies and Other Marketing Communication Organizations. Belch and Belch
The document discusses integrated marketing communications and trends affecting the field. It defines integrated marketing communications as coordinating all marketing communication tools and avenues into a seamless program. Key trends include an emphasis on accountability, the explosion of the digital arena and integration of media platforms, and a shift in channel power to retailers and consumers. The goal of integrated marketing is to maximize impact through a unified strategy and message across channels.
Source, message, and channel factors all influence how consumers process promotional messages. Source credibility, attractiveness, and power affect persuasiveness. Message structure, including order, conclusion drawing, and sidedness, must be considered. Message appeals like fear, humor, and comparisons are options. Channels differ in personal versus mass reach, information processing requirements, and environmental effects. Media clutter is also a consideration.
What are the major steps in developing effective communication?Sameer Mathur
The major steps in developing effective communications are:
1. Identify the target audience and determine communication objectives like creating brand awareness, changing brand attitudes, or increasing purchase intentions.
2. Design the communication strategy by determining the message, how it will be creatively delivered, and the spokesperson. The message strategy ties into brand positioning while the creative strategy can be informational or transformational.
3. Select communication channels that may be personal like sales or non-personal like advertising, promotions, events or public relations.
4. Establish the total marketing budget as a percentage of sales, to achieve competitive parity, or based on objectives and associated costs.
Advertising is defined as a complex form of communication used to impact consumer thoughts, feelings, and actions. It has evolved from simple images used for identification to mass communication used for promotion and sales. Modern advertising has five basic factors - it is paid communication that identifies a sponsor and tries to inform or persuade a large audience through various media. There are four components to advertising - strategy, creative idea, creative execution, and media planning/buying. It serves four roles - marketing, communication, economic, and societal. There are various types including brand, retail, direct response, and nonprofit advertising. The key players involved are the advertiser, agency, media, suppliers, and target audiences.
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
This document discusses integrated marketing communications (IMC), which is defined as strategically coordinating different communication channels to deliver a consistent message to target audiences. It outlines the marketing communications process, which involves situation analysis, setting objectives, budgeting, program development, integration and implementation, and monitoring and evaluation. It also discusses push, pull and combination strategies as well as legal and ethical considerations for different marketing communication elements like advertising, public relations, and direct marketing.
The document describes the elements of the promotional mix and factors affecting its selection. It defines the promotional mix as the combination of marketing communication channels used, including advertising, personal selling, publicity, and sales promotion. It explains that the promotional mix must be carefully selected based on factors like the product's nature, target market, distribution channels, and company. The optimal mix is an important part of a company's marketing strategy.
Designing and managing integrated marketing communicationRohit Kumar
This document discusses integrated marketing communications and the major steps in developing an effective communications program. It defines marketing communications and lists the main communication modes. The major steps in developing communications are identifying the target audience, determining objectives, designing the message, selecting channels, establishing a budget, and measuring results. It also discusses elements of the communications process, developing effective creative strategies, and setting an optimal communications mix.
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
This document discusses different types of advertising appeals, including rational/informational, emotional, and moral appeals. It provides details on various sub-types of each appeal. Rational appeals highlight functional benefits and include features, competitive advantages, price, news, and popularity. Emotional appeals relate to psychological and social needs and can be positive like humor or negative like fear. Moral appeals direct consumers' sense of right and wrong. Other appeals mentioned are reminder, teaser, musical, transformational, comparison, direct, and indirect appeals. The document also briefly discusses layout goals, principles, formats, and types of layout problems.
This document discusses market segmentation and targeting. It defines market segmentation as dividing a market into distinct groups based on characteristics like needs, preferences, behaviors or attributes. There are four levels of segmentation from broad segments to niches to local areas to individuals. Effective segmentation requires identifying distinct customer groups, selecting target segments, and establishing unique benefits. The document outlines different bases for segmentation like demographics, psychographics, behaviors and provides several examples of segmentation models and frameworks.
The marketing and promotions process model has four major components: marketing strategy and analysis, target marketing process, marketing planning and program development, and the target market. It begins with developing a marketing strategy based on a situation analysis of opportunities, competitors, and selecting target markets. The company then coordinates the marketing mix and promotional strategies into a cohesive program to effectively reach the target market. Promotions play an important role in building demand among consumers and retailers.
The document discusses various aspects of developing an effective creative strategy for advertising. It states that one of the most important components of an integrated marketing communications program is the advertising message. It also discusses the importance of creativity in advertising and defines what creativity means in an advertising context. The document outlines the creative process, including preparation, incubation, illumination, and verification stages. It also discusses inputs to the creative process like background research qualitative research methods. Overall, the summary emphasizes that an effective creative strategy is key to determining the success of advertising for a product or service.
The document describes several marketing models that outline the typical stages a consumer progresses through when engaging with advertising or promotional materials for a product.
The most well-known model is AIDA, which stands for Attention, Interest, Desire, and Action. It proposes that marketing communications should first grab the consumer's attention, then build their interest by focusing on benefits, develop desire by convincing them the product will satisfy their needs, and finally prompt them to take action such as a purchase.
Two other models discussed are Lavidge and Steiner's hierarchy of effects model, which adds additional cognitive and affective stages between awareness and action. Lastly, DAGMAR focuses on measuring advertising effectiveness by mapping how consumers move from unaware
An advertising campaign involves a series of ads placed across various media to meet specific objectives. Planning an advertising campaign involves several essential steps: defining the target market through research, setting objectives, determining the budget, selecting appropriate media and creative strategies, creating and pre-testing ads, and releasing the campaign. The final step is to evaluate the results through post-testing to determine if the campaign met its objectives.
The document provides an introduction to advertising, defining it as a complex form of communication used to impact consumer thoughts and actions. It discusses the four main components of advertising as strategy, creative idea, creative execution, and media planning/buying. Additionally, it outlines the key roles of advertising as marketing, communication, economic, and societal and describes different types including brand, retail, direct response, and nonprofit advertising.
Advertising is a paid form of non-personal promotion used to introduce, build awareness of, and persuade people about ideas, goods, and services. Modern advertising aims to impact consumer behavior through strategic communication objectives. It has four key components: the advertiser, agency, media, and suppliers. Advertising serves marketing, communication, economic, and societal roles. Current developments include greater interactivity, integrated marketing communication, and addressing globalization. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired consumer response.
The document discusses different types of advertising. It begins with an introduction that defines advertising and its key purposes. The document then covers the importance of advertising in driving sales and building brands. Several types of advertising are outlined, including print, outdoor, broadcast, covert, social, surrogate, and celebrity advertising. The document provides examples and details for each type. It concludes with a high-level summary of what advertising is and its goal of encouraging audiences and driving consumer behavior.
The document discusses different types of advertising. It begins with an introduction that defines advertising and its key purposes. The document then covers the importance of advertising, noting that billions are spent annually on advertising to boost sales, build brands, and create competition. Several types of advertising are also outlined, including print, outdoor, broadcast, covert, social, surrogate, and celebrity advertising. The document concludes with a summary of advertising as a form of communication used to encourage action and drive consumer behavior.
The document discusses different types of advertising. It begins with an introduction that defines advertising and its key purposes. The document then covers the importance of advertising, noting that billions are spent annually on advertising to boost sales, build brands, and create competition. Several types of advertising are also outlined, including print, outdoor, broadcast, covert, social, surrogate, and celebrity advertising. The document concludes with a summary of advertising as a form of communication used to encourage action and drive consumer behavior.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
This document provides an overview of advertising by defining it, outlining its key components and roles, describing common types, and identifying important players. Advertising is a form of paid communication designed to inform and persuade a large audience. It has marketing, communication, economic, and societal roles. Common types include brand, retail, direct response, and nonprofit advertising. Key players in advertising include advertisers, agencies, media companies, suppliers, and audiences. Integrated marketing communication and globalization are current industry trends. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired audience response.
This document provides an overview of advertising by defining it, outlining its key components and roles, describing common types, and identifying important players. Advertising is a form of paid communication designed to inform and persuade a large audience. It has marketing, communication, economic, and societal roles. Common types include brand, retail, direct response, and nonprofit advertising. Key players in advertising include advertisers, agencies, media companies, suppliers, and audiences. Recent trends involve integrated marketing communication and operating globally. An effective ad gets attention, creates a positive brand impression, differentiates the brand, and influences the desired audience response.
This document provides an overview of key concepts in advertising. It defines advertising and its purposes, which include selling products and services. Advertising reaches large audiences through mass media channels. Effective ads attract attention, build interest and desire, and inspire action. Advertisers develop strategies to identify unique brand attributes and messaging. A variety of techniques can be used to create rational, emotional, social, or biologically-focused ads. The roles of advertisers, agencies, media, suppliers, audiences and new technologies are also discussed.
This document provides an overview of an advertising lecture that covers the evolution and history of advertising in Pakistan from 1947 to present day. It discusses the different eras of advertising in Pakistan and the prominent advertisements from each era. The lecture also defines advertising and marketing, explores the relationship between the two, and examines the promotional mix and integrated marketing communications (IMC). It introduces the concept of IMC and discusses the role of advertising within an IMC approach. The document provides context to help understand the development of the advertising industry in Pakistan over time.
This document defines modern advertising and discusses its key components and roles. It outlines the six basic components of advertising as paid, non-personal communication using mass media to persuade a large audience. It describes the key players in advertising like advertisers, agencies, media, suppliers, and target audiences. It also discusses different types of advertising and what makes an ad effective. Finally, it analyzes changes in advertising like the shift to integrated marketing communication and globalization.
This document provides an overview of Chapter 14 which discusses promotion and pricing strategies. It outlines the learning goals which include explaining integrated marketing communications and the promotional mix. It also summarizes different types of advertising, sales promotion, personal selling, and public relations. Pricing strategies and how firms set prices are also covered.
This document discusses various types of advertising and advertising techniques. It describes advertising as the promotion of products and services to drive sales. There are several branches of advertising like print, outdoor, broadcast, covert, surrogate, and public service advertising. Print advertising includes newspapers, magazines, and brochures. Outdoor advertising uses billboards, kiosks, and events. Broadcast advertising is on television, radio, and the internet. The document also discusses advertising techniques for small businesses like newspapers, word of mouth, temporary marketers, websites, email, and social networking.
The document discusses the continuing power of mass advertising and strategies for effective mass marketing. It notes that while traditional advertising methods are losing effectiveness, mass marketing can still benefit businesses by reaching a large audience, increasing revenue potential, and streamlining marketing processes. The document outlines various mass advertising functions like public service announcements, classified ads, and paid advertisements. It also discusses guidelines for evaluating the success of mass marketing campaigns, such as tracking analytics, testing different strategies, and using benchmarks to compare performance.
This document discusses the key components and evolution of advertising. It outlines five basic components: advertising is paid communication, identifies a sponsor, tries to influence consumers, reaches a large audience, and uses mass media. Four fundamental elements of effective advertising are strategy, creative idea, execution, and media use. The document also discusses the functions of advertising, key players like advertisers and agencies, and the development of advertising from the age of print to the current interactive, integrated and global advertising landscape.
This document discusses various aspects of advertising including its meaning, importance, objectives, types, advantages, disadvantages and process. It defines advertising as a paid form of communication to promote goods, services or ideas. The document outlines how advertising is important for customers, sellers and society. It also discusses the key objectives of advertising like trial, continuity, brand switch and switching back. Finally, it covers various advertising tools and media like newspapers, magazines, television, directories, mail etc.
This document provides an overview of the advertising industry. It discusses what advertising is, how it has evolved, and its key functions. The four classic elements of an advertising campaign are identified as strategy, message, media, and evaluation. The document also outlines different types of advertising, the key players and roles in the industry, and how the practice of advertising is changing with new technologies and consumer behaviors.
Branding and Advertising presentation pptWajeehaWasim1
Brand strategies can take several forms including individual branding, blanket family branding, umbrella branding, separate family branding, and corporate name combined branding. Co-branding involves two or more brands appearing together in ingredient, same company, joint venture, or multiple sponsor forms. Multiple branding refers to a company having many brands in a single product category. The key is developing a long-term branding strategy that identifies target audiences and understands their needs in order to effectively position the brand.
This document discusses five key decisions in developing an advertising program: mission, budget, message, media, and measurement. It outlines objectives like informative, remind, and reinforcement advertising. Budget factors include market share, product life cycle stage, competition, and substitutability. Effective messages have a big idea that connects rationally and emotionally. Media selection considers reach, frequency, and impact. Measurement evaluates communication and sales effects. Sales promotion and trade promotion tools are also discussed. Guidelines for brand building events include targeting markets, increasing brand salience, reinforcing images, promotional opportunities, enhancing corporate image, creating experiences, and expressing social commitment.
Similar to Chapter1-Advertising-Principles-and-Practices.ppt (20)
This presentation includes basic of PCOS their pathology and treatment and also Ayurveda correlation of PCOS and Ayurvedic line of treatment mentioned in classics.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
Assessment and Planning in Educational technology.pptxKavitha Krishnan
In an education system, it is understood that assessment is only for the students, but on the other hand, the Assessment of teachers is also an important aspect of the education system that ensures teachers are providing high-quality instruction to students. The assessment process can be used to provide feedback and support for professional development, to inform decisions about teacher retention or promotion, or to evaluate teacher effectiveness for accountability purposes.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
This presentation was provided by Steph Pollock of The American Psychological Association’s Journals Program, and Damita Snow, of The American Society of Civil Engineers (ASCE), for the initial session of NISO's 2024 Training Series "DEIA in the Scholarly Landscape." Session One: 'Setting Expectations: a DEIA Primer,' was held June 6, 2024.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.