Intro to advertising

1. INTRODUCTION TO
ADVERTISING

2. OBJECTIVES
Advertising and it key components
Roles and functions of advertising
Key players in advertising and their roles
Discuss types of advertising
Understand Advertising’s role in marketing
Key concepts of marketing
Advertising part of marketing mix

3. ADVERTISING
A complex form of communication using objectives and strategies to
impact consumer thoughts, feelings, and actions; a form of marketing
communication.

4. Principle:
An effective advertisement is one that
can be proven to meet its objectives
DEFINING MODERN ADVERTISING
1. Paid communication
2. Sponsor is identified
3. Tries to inform or persuade
4. Reaches a large audience
5. Message conveyed through many
different kinds of largely nonpersonal
mass media.

5. KEY CONCEPTS OF ADVERTISING

6. The logic and planning
behind the ad
Advertisers develop ads to
meet objectives
Advertisers direct ads to
identifies audiences
Create messages that speak
to the audience’s concern
Advertising
strategy
Creative Idea
Creative
Execution
Media
Advertising strategy

7. P & G: THANK YOU MOM
https://www.youtube.com/watch?v=JSWyrR4gXkw
What was the
common
denominator
for a host of
brands that
ranged from
Pampers
diapers to
Bounty paper
towels and
Olay
skincare?
All had moms
as their
primary
consumer
target.

8. The central idea that
grabs the consumer’s
attention
Creativity drives the entire
field of advertising
Advertising
strategy
Creative Idea
Creative
Execution
Media
Creative Idea

9. Creative Idea

10. CREATIVE EXECUTION
Effective ads adhere to the
highest production values in
the industry
Clients demand the best
production the budget allows
Advertising
strategy
Creative Idea
Creative
Execution
Media

11. ITS A TIDE AD
https://www.youtube.com/watch?v=doP7xKdGOKs

12. MEDIA
Television, Internet,
magazines, and other media
are used to reach a broad
audience.
Deciding how to deliver the
message requires creativity.
Principle: In advertising how
you say something and
where you say it is just as
important as what you say
Advertising
strategy
Creative Idea
Creative
Execution
Media

13. MEDIA

14. ROLES OF ADVERTISING
 Marketing is satisfying
customer wants and needs by
providing products (goods,
services, and ideas).
 The marketing department is
responsible for selling the
product using the four Ps
(product, price,
place/distribution, and
promotion) and brand
development.
 Principle: A product can be
services and ideas as well as
goods.
 Marketing Role
 Communication
Role
 Economic Role
 Social Role

15.  Advertising is a message
to a consumer about a
product, designed to
create a response.
 It is also a form of
marketing
communication.
 Advertising uses mass
communication to
transmit product
information to connect
buyers and sellers in the
marketplace.
 Principle:One of
advertising’s most
important strengths is its
ability to reach a large
 Marketing Role
 Communication
Role
 Economic Role
 Social Role
Roles of Advertising

16.  Because it reaches large groups of
people, advertising makes marketing
more cost-efficient and lowers prices
for consumers.
 Advertising creates a demand for a
brand using hard sell (persuading)
and soft sell (image building)
techniques.
 Marketing Role
 Communication
Role
 Economic Role
 Social Role
Roles of Advertising

17. HARD SELL SOFT SELL
Economic Role

18.  Informs consumers about innovations and
issues
 Helps us compare products and features
 Mirrors fashion and design trends
 Teaches consumers about new products and
how to use them
 Helps shape consumer self-image
 Facilitates self-expression through
purchases
 Presents images about diversity in our world
 Marketing Role
 Communication
Role
 Economic Role
 Social Role
Roles of Advertising

19. Inform: Informing the market of a price change or
correcting false impressions.
Persuade: Asking the consumer to switch brands,
persuading the audience to purchase now.
Remind: Maintaining customer relationship, staying
relevant in off season.
Functions of Advertising

20. CLASSIFICATION OF
ADVERTISING
 Brand Advertising (Traditional form)
 Retail or local Advertising: Selling the store as a
brand or selling a specific product of a store e.g
local barber shop, Online franchise i.e Daraz.
 B 2 B advertising: For e.g a company that refines
cotton makes an attempt to get Levis on board as
their main buyer through B2B advertising

21. CLASSIFICATION OF
ADVERTISING
 Institutional Advertising: e.g Shaukat khanum
 Non profit Advertising: NGO’s
 Public service

22. INSTITUTIONA
L
ADVERTISING

23. RETAIL ADVERTISING

24. NON PROFIT
ADVERTISING

25. PUBLIC SERVICE ADS

26. KEY PLAYERS IN ADVERTISING
 Advertiser or client
 Agency
 Media

27. KEY PLAYER : ADVERTISER
 Wants to send out a message about its business
 Initiates effort by identifying a problem that
advertising can solve
 Selects the target audience, sets the budget, and
approves the ad plan
 Hires the Agency of record (AOR) does the most
business; manages other agencies

28. AGENCY
 Agencies have the strategic and creative expertise, media
knowledge, talent, and negotiating abilities to operate more
efficiently than the advertiser.
 Some large advertisers have in-house departments.
 There are different types of agencies i.e Creative, Media, PR and
Digital

29. MEDIA
 Media are channels of communication that
carry the message to the audience i.e Print,
broadcast, digital and OOH.
 Principle: Mass media advertising can be cost
effective because the costs are spread over
the large number of people the ad reaches,
while selective media selection can be more
penetrative due to targeted approach.

30. ROLE OF ADVERTISING IN
MARKETING

31. ROLE OF ADVERTISING IN
MARKETING
 What is marketing and what are its key
concepts?
 What are the different components of
marketing mix?

32. An organizational function and a set of processes
for creating, communicating, and delivering value
to customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders.
WHAT IS MARKETING
Traditionally, marketing is the way a
product is designed, tested, produced,
branded, packaged, priced, distributed, and
promoted.

33. MARKETING MIX
• Product
• Distribution/P
lace
• Pricing
• Marketing
Communicatio
n
• Includes product
design and
development, product
operation and
performance, branding,
and physical
packaging.
• Product design,
performance, and
quality are key to a
product’s success.

34. MARKETING MIX
• Product
• Distribution/pl
ace
• Pricing
• Marketing
Communicatio
n
• The channels used to
move a product from
manufacturer to buyer.
• Types of distribution:
– Direct marketing to
consumer
– Channel marketing through
resellers and retailers
• Strategic distribution
decisions:
– Market coverage strategy
– Push strategies
– Pull strategies

35. MARKETING MIX
• Product
• Distribution/P
lace
• Pricing
• Marketing
Communicatio
n
• Price is based on:
– Cost of making and
marketing the product and
seller’s expected profit
level.
– Also, based on what the
market will bear,
competition, economic
well-being of customer,
value of product, and the
consumer’s ability to
gauge the value.
• Pricing strategies:
– Customary pricing—movies
– Psychological pricing for

36. MARKETING MIX
• Includes personal selling,
advertising, public
relations, sales
promotion, direct
marketing, events and
sponsorships, point of
sale, packaging.
• Personal sales uses face-
to-face contact with
customers to create
immediate sales.
• Marketing
communication is about
• Product
• Distribution/Pl
ace
• Pricing
• Promotion/Mar
keting
Communicatio
n

37. DELINEATING ADVERTISING AND
MARKETING
BASIS FOR COMPARISON ADVERTISING MARKETING
Meaning Advertising is a part of the market
communication process that a
company undertakes with the aim of
seeking the attention of the public
towards a particular message.
Marketing is the process of
understanding the market conditions in
order to identify the customer needs
and create such a product that it sells
itself.
Goal Getting a quick and desired response
from the customer in terms of an
increase in sales.
People should have knowledge about
the company, its products and services,
stores, prices, etc.
What is it? Advertising covers the placement of
ads on different channels like tv,
newspaper, billboards, radio, online
ads and social media.
Marketing is a process with a Unique
Selling Proposition (USP) and strong
content that describes your business.
Term Short term Long term
Focuses Creating market for both new and
existing products and building brand
image
Drawing the attention of the general
public.
Facilitates Generation of sales Creating awareness
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