chap-1the foundation of advertisement

8/8/2019 Chap-1The Foundation of Advertisement

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The Foundation ofThe Foundation of

AdvertisementAdvertisement

Chapter # 1


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Advertising: Many Faces, Many Places

Advertising is virtually everywhere in daily life, and its

forms and roles are both contested and admired.

Some see advertising as both the mirror and the maker of

culture.

Others say advertising is purely economic activity with one

purpose that is to sell.

It create magic in the market place.

For example: Telenor emphasize on advertisement to

capture the major market segment.


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Inside The World of Advertising

Advertising is the paid, nonpersonal communication of

information about products or ideas by an identified sponsor

through the mass media in an effort to persuade or influence

behavior.

Advertisers are people or organizations that seek to sell

product or influence people through advertising.

Advertisers generally hire advertising agencies.

They use medium to communicate message, medium can

me media, suppliers or any thing suitable for organization.


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Types of advertising

By target audience.

By geographical area.

By media used.

By purpose.

(See exhibit 1.3 on page 5)


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Functions of Advertising

To differentiate products from their competitors.

To communicate product information.

To urge product use.

To expand product distribution.

To increase brand preference and loyalty.

To reduce overall sales cost.


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Advertising and Marketing

Advertising helps persuade customers to select one product

rather than another.

Marketing is the conception, pricing, promotion, and

distribution of ideas, goods, and services that satisfy the

needs of individuals and organizations.


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Marketing Mix

Price: Price is the value, usually in monitory term, that

seller ask for their products.

Amount charged, Price image, price reductions.

Distribution: The process of moving products from the

producer to the customer is distribution.

Marketing channels, Markets covered, Transportation.

Promotion: Promotion covers the variety of techniquesused to communicate with customers and potential

customers (This is where advertising come in)

Advertising, Personal selling, Sales promotion, Public

relations.


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Advertising and Communication

Advertising is first and foremost a process of

communication.

The advertiser has a message to communicate, and it wants

a response such as higher sales or more votes.

Whether the message involves words or pictures, education

or persuasion, its important to understand the

communication process.


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Communication Process The communication process is complex, and feedback in

the form of purchases or other audience action is essential ifadvertisers are to determine whether their message have

been received and interpreted as intended.

Source

Encoding

Message

Medium

Decoding

Audience

Noise

Feedback ( See exhibit 1.10 on page 14)


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The Evolution of Advertising

The early days

The industrial Revolution

The age of technology

Print media (News papers, Magazines)

Electronic Media (Radio, Television)


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Today's Challenges and Opportunities

Better local and global targeting

Enhanced creativity through technology

New media horizons

Result driven advertising


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Advertising Planning Process

Advertiser move through an eight step process as they plan,

execute, and evaluate their advertising program. Once they

have determined the results of their ad campaigns,

advertisers can use this information to reexamine theircurrent situation and make any needed changes.


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Advertising Planning ProcessStep 1: Analyze the current situation

Step 2: Define the audience

Step 3: Develop marketing goals and a marketing plan

Step 4: Develop advertising goals and advertising plan

Step 5: Set the advertising budget

Step 6: Develop and execute

the creative strategyStep 7: Develop and

execute the media strategy

Step 8: Evaluate advertising effectiveness

chap-1the foundation of advertisement

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