advertising i lec1
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Advertising ILecture 1
Paper
A quick review
Advertising
Advertising is paid, non-personal communication
from an identified sponsor using various
media to persuade and influence an audience.
Functions of advertising Advertising identifies products and differentiates it from
others (e.g. different brands, packaging)
Adv. communicates information about the product, its
features and its location of sale.
Adv. induces customers to try new products and
suggests reuse.
Adv. stimulates the distribution of a product. (helps
increase the demand of the product)
Adv increases the use of product since more people
become aware of the product.
Adv builds brand value, brand preference and loyalty.
It lowers the overall cost of sales.
Types of AdsBrand advertising/ National Consumer
advertisingRetail/ Local advertisingPolitical advertisingDirectory advertisingDirect-response advertisingBusiness to business advertisingInstitutional advertisingPublic Service AdvertisingInteractive Advertising
Reasons to advertise To announce a new
product To expand the market to
new buyers To announce a
modification To announce a price
change To announce a new pack To make a special offer To invite inquiries To sell directly To test a medium To obtain stockists
To announce location of stockists
To educate consumers To maintain sales To challenge
competition To remind To retrieve lost sales To please the sales force To recruit force To attract investors To announce trading
results
AppealsPrimarySelective
RationalEmotion
Need arousingNeed satisfying
NegativePositive
Parts of an adTrademark
Logo
Brand slogan/ tagline
Caption
Body copy
Layouts of adsOgilvy layout
Z layout
Single Visual layout
Illustrated layout
Top heavy layout
Upside down layout
In this semesterClasses will be held on Monday and Tuesday
Monday – double class. Will be used mostly for activities after 2 - 3 weeks . Tuesday will be a single class.
These activities will account for the 20 marks for assignments.
Missed out activities will not be accepted, as these will be group tasks.
Every activity will be rated, and marks will be included in the result.
Rating is my problem, students should not be concerned about how I will rate them.
In case the Monday class is missed due to a holiday or strike, we will cover it up on Wednesday.
Theory We will be studying
◦Key issues in advertising◦A typical ad agency◦Concepts of marketing◦Marketing plan◦Branding◦Consumer behavior◦Advertising ethics
Pratical
We will be focusing print advertisements in every form◦Newspaper◦Billboards◦Point of sales etc.