1 Matakuliah: G0492 / English for Advertising Tahun: 2005/2005 The World of Advertising Types of Advertising Roles of Advertising Function of advertising The Players of Advertising The Evolution of Advertising

2 Defining It a paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.

3 Types of Advertising Brand Advertising Retail or Local Advertising Political Advertising Directory Advertising Direct-Response Advertising Business-to-Business Advertising Institutional advertising Public Service Advertising Interactive Advertising

4 Roles of Advertising 1.Marketing 2.Communication 3.Economic 4.Societal

5 Functions of Advertising Products/brand information Incentives to take action Reminder/reinforcement

6 The Players The advertiser The advertising agency The media The vendor The audience

7 Scanning: Figure 1.3. pg. 18 Sample structures of the advertising Process

8 The Evolution of Advertising Age of Print Industrial Revolution and Emergence of Consumer Society Modern Advertising Era Age of Agencies The Creative Era Accountability Era

9 Current Advertising Issues 1.Interactive Advertising 2.Integrated Marketing Communication 3.Consumer Power 4.Globalization 5.Niche marketing 6.Relationship marketing 7.Mass customization