1 Advertising 2 Advertising – A definition The process of delivering a message about ideas, goods and services, through the media, paid by an identifiable sponsor. 3 Objectives •To cause Awareness. •To Persuade. •To create Image. •To Remind. 4 The meaning of the objectives Interest: Creating involvement, sympathy, excitement, feelings (love, nostalgia….) Perceptual: What’s best for you factually (br and attributes) Brand association: Logo, slogan, jingle, theme, image, lifestyle Remembering: Remembering the brand and product, knowing the positioning/logo/wording/jingle/ character, identifying the brand/product/label/characters , remembering advertisement Behavior: Creating interest, increasing movement, motivation for buying and repeated purchase, loyalty Differentiation: In characters (packaging, taste, smell, performance, color), promise, claim Outstanding: Attracting attention, difference from competitors Emotional: What’s best for your: character, lifestyle, status, selfperceptions Teaching: Name, qualities, label & packaging, promise, claim, usage, users Image Persuasion Awareness 5 Advertising Management Background analysis Marketing objectives And marketing strategies Marketing communications strategy Marketing communications budget Advertising budget Advertising objectives Advertising strategy Advertisement creation Audit & control Implementation Approval Sketches 6 Advertising strategy 1. Communication t arg et mar ket: specific definition of characteristics. 2. Positioning: the chosen location in the perceptual map. 3. Concept: - theme, moti f- main ma ssag e; one for each advertisement - secondary massages; as req uired 4. Cr eati ve strategy: main elements. 5. Me di a st rate gy : initial media & budget planning and the logic behind it.
