Introductionand focusofcoursefall1
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This document discusses the key elements of effective advertising. It explains that ads must understand the product, consumer, and marketplace. Ads should satisfy consumer objectives by engaging them and delivering a relevant message, while also achieving advertiser objectives. The document outlines consumer objectives like entertainment and information, and advertiser objectives like gaining attention and convincing consumers to change purchasing behavior. Finally, it discusses the different effects an ad should achieve, such as perception, learning, persuasion, and behavior change.
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This document discusses advertising strategies. It defines advertising as a means to sell products when you cannot meet with someone directly. Advertisers aim to inform, entertain, and sell through persuasive means. The key is to understand consumers and address their needs, wants, and desires with a focused strategy. An effective strategy identifies the target and defines the consumer benefit, proof, and call to action that will motivate people to purchase.
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Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services .
Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising.
According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words , “ Advertising is a means of informing and communicating essential information.”
To Inform (Awareness creation)
To Remind (positioning)
To influence (create desire)
To add value (differentiation)
To introduce a product or band
To acquire customers
To increase sales and profit
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Advertising budget is used by a company for marketing the products and services to the customers.
Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns.
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Advertising is a form of communication or a promotional tool used to influence individuals to purchase products or services .
Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer.
Any piece of information that diverts the attention of the target customers towards a brand or product or service or idea ,can be called advertising.
According to Philip Kotler, “ Advertising is any paid form of nonpersonal presentation & promotion of ideas, goods, or services by an identified sponsor.”
In simple words , “ Advertising is a means of informing and communicating essential information.”
To Inform (Awareness creation)
To Remind (positioning)
To influence (create desire)
To add value (differentiation)
To introduce a product or band
To acquire customers
To increase sales and profit
An advertising budget is the amount a company set aside for its promotional activities.
Advertising budget is used by a company for marketing the products and services to the customers.
Advertising budget includes money for doing advertising research, printing material, allocating money to advertising media and ensuring proper implementation of ad campaigns.
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The ability to accept or reject the offer (C) is not a condition that must be satisfied for an exchange to take place. The other options (A, B, D, E) are conditions that must be satisfied.
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Introductionand focusofcoursefall1
- 1. Introduction & focus of course 1
- 2. There is a danger in rushing to create an ad. It is tempting to start playing with language and images right away. Until you discover the real reasons why people buy a good or service, you create ads for no one. Great ads begin with first understanding several things: • The Product: What are you selling? • The consumer: Who are you selling to? How well do you know them? The key to selling products and service is understanding people’s relationships with products/services. • The market place: How does your client’s product/service (and its advertising) fit into the array around it? How will your product/service stand out in the marketplace? 2
- 3. Characteristics of Effective Advertisements • Should satisfy consumers’ objectives by engaging them and delivering a relevant message. • Must achieve the advertiser’s objectives. Consumer Objectives: • May be interested in watching an ad for its entertainment value or to satisfy her curiosity. • If the ad is sufficiently entertaining, she may remember it. She may learn that the ad relates to a personal need and provides relevant information about how to satisfy that need. • The ad may also offer enough incentive for the consumer to risk change because it shows her how to satisfy her needs in a manageable way. • The ad may reinforce her product decision and remind her of how her needs have 3 been satisfied.
- 4. Advertiser Objectives • Advertisers want consumers to buy and keep buying their goods/services. • Advertisers must first gain the attention of consumers. • Advertisers must then hold consumers’ interest long enough to convince them to change their purchasing behavior, try a product/service, and stick with it. Advertising must be goal directed To be effective, advertising must accomplish certain effects: • Perception: the advertising will be noticed. • Learning: the audience will understand the message and make correct associations. • Persuasion: the advertising creates or changes attitudes and emotions. • Behavior: getting the audience to try or buy the product or perform some other action 4
- 5. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 5
- 6. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 6
- 7. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 7
- 8. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 8
- 9. This ad does a good job of getting noticed. How well do you think it achieve the other effects? 9
- 10. Key Advertising Message Effects Measures Perception Exposure Attention Interest Memory; Recognition; Recall Learning Understanding Persuasion Image and Association Brand Links Attitudes: Form or Change Preference/Intention Emotions and Involvement Conviction: Belief, Commitment Behavior Trial Purchase Repeat Purchase | Use More 10