LEONARD T. PINEDA I, MEd.ABMC Department

Objectives:

1.Discuss the elements of effective advertising

2.Define advertising and identify its types and roles

3.Identify the five players in the advertising world

Objectives:

1.Discuss the elements of effective advertising

2.Define advertising and identify its types and roles

3.Identify the five players in the advertising world

Advertising must be effective!

Advertising cannot save bad products!

Advertising must be effective!

Advertising cannot save bad products!

Consumer’s objective

Vs

Advertiser’s objective

Consumer’s objective

Vs

Advertiser’s objective

ELEMENTS

Every effective ad implements a sound strategy. The advertiser develops the ad to meet specific objectives, carefully directs it to a certain audience, create its message to speak to that audience’s most important concern and runs it in the media.

Every effective ad implements a sound strategy. The advertiser develops the ad to meet specific objectives, carefully directs it to a certain audience, create its message to speak to that audience’s most important concern and runs it in the media.

The creative concept is the ad’s central idea that grabs your attention and sticks in your memory.A concern for creative thinking drives the entire field of advertising.

The creative concept is the ad’s central idea that grabs your attention and sticks in your memory.A concern for creative thinking drives the entire field of advertising.

Effective ads are well-executed.All the details – photography, setting, printing, and the production values – have been fine-tuned..

Effective ads are well-executed.All the details – photography, setting, printing, and the production values – have been fine-tuned..

WHAT YOU SAY --------- strategy

HOW YOU SAY IT ---------- creativity and execution

WHAT YOU SAY --------- strategy

HOW YOU SAY IT ---------- creativity and execution

Think (Cognitive)

Feel (Emotion)

Do(Action)

Key Message Effects

Surrogate Measures

Communication Tools

Perception ExposureAttentionInterestMemory: Recognition/Recall

Advertising Media; Public RelationsAdvertising:; Sales PromotionAdvertising:; Sales Promotion: PR

Advertising:; Sales Promotion: PR

Learning Understanding

Image and Association Brand Links

PR; Personal Selling; Direct Marketing;Advertising

Advertising: PR

Key Message Effects

Surrogate Measures

Communication Tools

Persuasion Attitudes: Form or Change Preference/IntentionEmotions and InvolvementConviction: Belief, Commitment

PR; Personal Selling; Sales Promotion

Advertising; PR; Personal Selling Events

Personal Selling; Direct Marketing

Behavior TrialPurchaseRepeat Purchase, Use More

Sales Promotion: Personal Selling, Direct Marketing

Key Message Effects

Surrogate Measures

Communication Tools

Persuasion Attitudes: Form or Change Preference/IntentionEmotions and InvolvementConviction: Belief, Commitment

PR; Personal Selling; Sales Promotion

Advertising; PR; Personal Selling Events

Personal Selling; Direct Marketing

Behavior TrialPurchaseRepeat Purchase, Use More

Sales Promotion: Personal Selling, Direct Marketing