Introduction to advertising

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.” 2

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. 3

4. Five basic components: Paid communication Sponsor is identified Tries to persuade or influence Reaches a large audience Conveyed through impersonal mass media 4

5. Basic Functions Of Advertising: Inform Function Persuasive Function Reminder Function The Functions of Advertising Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences 5

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. 6

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 8

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 9

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 10

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 11

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 12

13. Roles of Advertising Marketing Communication Economic Societal Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades 13

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 14

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 15