Fundamentals of Advertising

WHAT IS ADVERTISING?

Advertising is:

Any paid form of non-personal presentation and promotion of ideas, goods and services of an identified sponsor ( through a mass medium).

(American Marketing Association)

PARTS OF AN AD

Parts of an Ad

Headline

Body copy

logo

Baseline

Parts of an Ad

Lead in

Body copy

Baseline

logo

Legal

Visual

Headline

Contact

Ads

Fundamentals of Advertising

The What

The Why

The How

The Where

The Who

…. Of Advertising

WHY ADVERTISE?

Why Advertise? – The purpose of Ads

Ads are used to create:AwarenessKnowledge about the existence of the product in the marketDesirability of possession for a productConviction about the utility value and related benefits of a productBrand PreferencePurchase action For a Product’s continuous evaluation Repeat purchase decision

The purpose of Advertising

Launch a new productModifications in ProductsChange in pricesEducating the customers about the proper use of the productNew packaging/promo plans e.g .buy one get one free

To recruit staffTo help sales people get a foot in the door of Industrial customersDistributor’s Retailer’s addressTo retrieve lost sales - e.g. Due to a calamity/strike in the factory

The purpose of Advertising

Reminder ads for maintaining salesTo appoint distributors and dealersTo invite technical staff ot customers to ask for literatureCompetitive-comparative advertisingTo assist retail saleTo attract investorsFor international customersTo announce Financial results

HOW TO ADVERTISE?

Advertising – By category

Purpose

Target Audience

e.g. Consumer, Businesses

geographic area coverage by media

e.g. national, international

media

WHEN TO ADVERTISE?

WHO ADVERTISES?

Who Advertises?United States

Apple Coca-Cola Ford Motor Company Hershey's McDonald's Microsoft

JapaneseCanon Honda Nintendo Panasonic Sony Toyota

EuropeanBMW (carmaker—Germany) Cadbury (chocolate—UK) Ferrari (automobile—Italy) Nestlé (food—Switzerland) Nokia (mobile phones—Finland) SAP (software—Germany) Chanel (luxury apparel—France)

Australian

Myer (department store)

Qantas (airline)

Rip Curl (surf/clothing)

Telstra (telecommunications)

Woolworth's (store chain)

WHERE TO ADVERTISE?

Media - a broad classification

PressElectronic (TV, radio, Video)Computer (Internet)OutdoorPoint of purchaseDirect mailMiscellaneousTele-shoppingTele-marketing

Consumers

The Advertising mix

Advertiser

Media

Advertisement

Thank You