Steps to accomplish effective Advertising

I Will Go Over Advertising Definition Agency Structure General Techniques to Advertising Advertising in Society

Advertising Definition Advertising according to the book “Why it Sells” by Marcel Danesi is defined as: “Any type or form of public announcement intended to direct people’s attention to the availability, qualities and cost of specific commodities or services”

Agency Structure Each Advertising Agency Structure is unique but most split into 5 Departments who specialize in handling different parts of the Advertising Campaign. 1. Account Department Client Facing 2. Account Planning Department Research and Consumer insight 3. Creative Department Creating actual campaign 4. Media Planning Department Connecting the Audience with Media 5. Trafffic Department Ensuring everything happens

General Technique’s in Advertising There are thousands of Advertising Techniques, I will go over: Branding Marketing Placement in Media

Branding “A collection of perceptions in the mind of the consumer” (Danesi) Branding helps create an emotional connection between the consumer and the product Logos Visual Advertising Symbols that become closely associated with product Example: the Fed Ex arrow, Wendy’s Girl Brand Names: Allow consumers to identify products Example: Kleenex, Kelloggs

Marketing Marketing is how you get your brand message to your audience Marketing Strategy: the 4 P’s Product Price Place Promotion Market Research It is important to understand your target audience or the people who will be willing to buy your product Example: If your product is Miley Cyrus Tickets, your target audience would be early teens and their parents.

Placement in Media After you have found your Target Audience it is crucial that one finds a medium that will reach the audience. There are Five “traditional” media choices TV Radio Paper Magazine Outdoor (billboards) Now there is also the Internet

Advertising in Society We are exposed to 3000 ads a day which leads to Clutter and Saturation Some also argue ads create increased materialism and Neomania (an insatiable appetite for new objects of consumption, whether or not they are needed) Some Ad Campaigns like Dove’s “evolution” address this: Dove's Evolution

Advertising in Society Advertising also educates society on new products Advertising can boost the economy Some Ads are can be emotional and evoke positive changes Animal rights, Asking for Donations

Conclusion Advertising Agencies are made up of 5 departments, each with a specific job There are several Advertising techniques some that are most important are Branding, Marketing, and Placement Advertising can cause clutter, and neomania Advertising can also educate and boost economic growth

References Carter McNamara. “Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales.” http://managementhelp.org/ad_prmot/defntio n.htm Danesi, Marcel. Why it Sells. Maryland: Rowman&Little Field, 2008. Print. Lake, Laura. "What is Branding and How important is it to your Marketing Strategy?" Marketing. About.com. Web. 9 Nov. 2009. Tellis, Gerard J. Effective Advertising. California: SAGE, 2004. Print.