This document provides an introduction to advertising. It defines advertising as paid communication through mass media to connect an identified sponsor with a target audience. The five basic components of advertising are that it is paid, identifies a sponsor, tries to persuade, reaches a large audience, and is conveyed through mass media. Advertising has the functions of informing, persuading, and reminding audiences while building brand awareness, creating images, and providing incentives. The document traces the history of advertising from ancient times to modern radio and television and outlines key concepts like strategy, creative ideas, execution, and use of media channels. It also discusses the roles of advertising in marketing, communication, the economy, and society.

1. Introduction to Advertising
Prepared By
Nijaz N

2. Defining Modern Advertising
• Advertising is paid persuasive communication
• Uses non-personal mass media to reach broad audiences
to connect an identified sponsor with a target audience.
• According to American Marketing Association:
 “Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified
sponsor.”
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3. • Advertising includes the name
of a product or service and
how that product or service
could benefit the consumer, to
persuade potential customers
to purchase or to consume
that particular BRAND.
• Modern advertising
developed with the rise of
mass production in the late
19th and early 20th centuries.
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4. Five basic components:
1. Paid communication
2. Sponsor is identified
3. Tries to persuade or
influence
4. Reaches a large
audience
5. Conveyed through
impersonal mass
media
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5. Basic Functions Of Advertising:
1. Inform Function
2. Persuasive Function
3. Reminder Function
The Functions of Advertising
1. Builds awareness of products and brands
2. Creates a brand image
3. Provides product and brand information
4. Persuades people
5. Provides incentives to take action
6. Provides brand reminders
7. Reinforces past purchases and brand
experiences
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6. History & Evolution
• Egyptians used papyrus
to make sales messages
and wall posters.
• Commercial messages
and political campaign
displays have been found
in the ruins of Pompeii
and ancient Arabia.
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7. History & Evolution
• In 1704 The first newspaper advertisement, an announcement seeking a
buyer for an Oyster Bay, Long Island, estate, is published in the Boston
News-Letter.
• In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages.
• Around 1840, Volney Palmer established a predecessor to advertising
agencies in Boston.
• The first radio commercial is credited to WEAF, New York on August 28,
1922 for the Queensboro real estate corporation.
• The world's first television advertisement was broadcast July 1, 1941. The
watchmaker Bulova paid $4 for a placement on New York station WNBT
before a baseball game. 7

8. Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Media
• The logic and planning behind the ad
• Advertisers develop ads to meet
objectives
• Advertisers direct ads to identified
audiences
• Advertisers create messages that speak
to the audience’s concerns
• Advertisers run ads in the most
effective media
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9. Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Media
• The central idea that grabs the
consumer’s attention
• Creativity drives the entire field of
advertising
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10. Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Media
• Effective ads adhere to the highest
production values in the industry
• Clients demand the best production the
budget allows
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11. Key Concepts of Advertising
• Strategy
• Creative idea
• Execution
• Media
• Communication channels that reach a
broad audience
• How to deliver the message is just as
important coming up with the creative
idea of the message
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12. Roles of Advertising
• Marketing
• Communication
• Economic
• Societal
• The process a business uses
to satisfy consumer needs by
providing goods and services
– Product category
– Target market
– Marketing mix
– Brand
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13. Roles of Advertising
• Marketing
• Communication
• Economic
• Societal
• Can reach a mass audience
• Introduces products
• Explains important
changes
• Reminds and reinforces
• Persuades
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14. Roles of Advertising
• Marketing
• Communication
• Economic
• Societal
• Moves from being
informational to creating
demand
• Advertising is an objective
means for providing price-
value information, thereby
creating a more rational
economy
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15. Roles of Advertising
• Marketing
• Communication
• Economic
• Societal
• Informs consumers about
innovations and issues
• Mirrors fashion and design trends
• Teaches consumers about new
products
• Helps shape consumer self-image
• Perpetuates self-expression
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