Promotion: Advertising and its role Last of the Four P’S Promotion: Advertising and its role

The Proper Definition and Role of Advertising Definition: A paid for form of nonpersonal message communicated through the media by an identified sponsor Forms: Print, Broadcast, Electric Media Advertising is persuasive and informational and is designed to influence the thought patterns of the target audience in a favorable manner Once this favorable attitude develops, the role of advertising is to motivate purchase of a specific brand of a product

The Communication Process Sender: The Advertiser Message: The message the advertiser is trying to portray Media: The platform the company uses to get out their message Noise: Competing messages and distractions Receiver: The consumer or business customer

Stages of Consumer Thought Awareness Customer learn of product for first time either through advertising or word of mouth Comprehension Interest is created in the consumer. Message is considered relevant and product is considered useful Conviction Customer is motivated to buy product Action Desired active response occurs Example: Car commercial motivates customer to visit a dealer or website Example: Coupon motivates reader to clip in for use in purchase

Creating the Message Advertising by companies is usually done by specialized agencies who are responsible for creating, planning, producing, and placing advertising messages for clients The development of an advertising claim can be split into two separate, basic parts Creative The people that decide what to say to the customer and how to say it Media The department responsible for planning and arranging the placement of advertisements

Creating Objectives: What to Say The first step in advertising is to create clearly defined creative objectives Creative Objectives state what information is to be communicated to a target audience Examples: Energizer Batteries with long lasting reliability Head and Shoulders Eliminating dandruff Old Spice Smell good, get women Keybenefit statement summarizes what an ad is supposed to say Good advertisements use appropriate media outlets to emphasize this point

How to Say It It is the responsibility of the creative department to determine what style to use to Humour Comparison Emotion Lifestyle Testimonial Celebrity Endorsement Character Presenter Sex