INTRODUCTION TO ADVERTISING PART ONE Foundations INTRODUCTION TO ADVERTISING 1 ADVERTISING Principles and Effective IMC Practice Wells, Moriarty, Burnett & Lwin

ADVERTISING Principles and Effective IMC Practice Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Questions? What is advertising? What are the roles/functions of ad? What/who are the key players in ad? What are the types of ad? What is effective ad? Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

WHAT IS ADVERTISING? - Defining Modern Advertising Paid persuasive communication that uses non-personal mass media & other forms of interactive communication to reach broad audiences to connect an identified sponsor with a target audience Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

WHAT IS ADVERTISING? - The Key Concepts of Advertising Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

WHAT IS ADVERTISING? - The Key Concepts of Advertising Objective: what you want to achieve Strategy: logic+planning direction Creative idea: idea that grabs attention & sticks in the memory Creative execution: the ad is produced (photography + writing + acting+ setting) Creative media: communication channel that the ad is delivered target audience Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING Advertising has evolved – many roles The Marketing Role Identify maker of goods Provide their commercial information Create product demand HOW? Hard-sell approach - reasons to persuade Soft-sell approach - build image for brand & touch consumers’ emotions Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING Marketing - development of a brand Distinctive identity of product that distinguishes it from its competitors Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING The Communication Role Advertising Form of mass communication Information to connect buyers & sellers in market Informs & transforms product Create image beyond straightforward facts Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING Marketing communication Advertising Sales promotion Public relations Direct response Events & sponsorships Packaging & Personal selling Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING The Economic Role Advertising creates economic impact HOW? Help consumers assess value – price, quality, location & reputation Stimulate the competition Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING The Societal Role Informs about new & improved products Helps compare products & features Informs about innovations & issues Mirrors fashion & design trends - aesthetic sense Educational role - new products & how to use them Shapes self-image - role models we identify with Express personalities & style - things we wear & use Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ROLES & FUNCTIONS OF ADVERTISING Advertising - basic functions: Builds awareness of products & brands Creates a brand image Provides product & brand information Persuades people Provides incentives to take action Provides brand reminders Reinforces past purchases & brand experiences Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Advertising industry - complex - different organisations Advertiser Person/organisation - “needs to get out a message” Makes final decisions - target audience, media, budget size & campaign period Hires ad agency & pays the bills Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Brand Ad GUCCI LOUIS VUITTON PRADA FENDI CASIO ROLEX TAG HEUER CHARRIOL PANASONIC TOSHIBA LG MITSUBISHI MERCEDES BENZ HONDA NISSAN DIESEL NIKE ADDIDAS LEVI’S LEE BLACKBERRY MOTOROLA IPHONE S& P SWENSEN MK etc. Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Advertising agency or department Plan & implement their advertising efforts Believed - more efficient - ad or campaign Strategic & creative expertise, media knowledge, staff talent, negotiate good deals Experts in specialisation areas Passionate about advertising Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Top Agencies Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Media player Channels of communication - carry message from advertiser to audience Internet - from audience back to advertiser Mass media - reach mass audience Media - channels of communication or media vehicles - companies Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS Suppliers, or vendors Assist advertisers, ad agencies & media to create & place ads Array of suppliers mirrors - variety of tasks - put together ad Why hire a vendor? Advertisers - no expertise in area May be overloaded Want fresh perspective Cheaper than services of someone in-house Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice THE KEY PLAYERS The Target Audience Customer or prospective ones Character of target audience - direct bearing on overall advertising strategy Purchasers - not always product users Critical - recognise & know well - target audiences Interactive technology - ads customised to individuals Customisation is growing - important to know target audience & create ads that speak to individual needs Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice TYPES OF ADVERTISING 9 major types of advertising: Brand Advertising - most visible Long-term brand identity & image Use humor – eg Visa Gold (Exhibit 1.7) Mass target (national & international) Retail or Local Advertising Retail: Message – products in area Objectives - stimulate store traffic & distinctive image for retailer Local Retailer/manufacturer/distributor - offers products - restricted geographic area Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice Brand Ad GUCCI LOUIS VUITTON PRADA FENDI CASIO ROLEX TAG HEUER CHARRIOL PANASONIC TOSHIBA LG MITSUBISHI MERCEDES BENZ HONDA NISSAN DIESEL NIKE ADDIDAS LEVI’S LEE BLACKBERRY MOTOROLA IPHONE S& P SWENSEN MK etc. Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice TYPES OF ADVERTISING Political Advertising Politicians - vote for them or their ideas Direct-Response Advertising Use any medium Message - stimulate sale directly Telephone/mail response - product delivered direct Evolution of the Internet - advertising medium Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice TYPES OF ADVERTISING Business-to-Business Advertising Directed at retailers, wholesalers & distributors Most business advertising in publications or professional journals Institutional Advertising – corporate advertising Establish corporate identity or win public over to its point of view Eg: Nike - reinforce brand image - ad campaign for the Paralympics (Exhibit 1.8) Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice TYPES OF ADVERTISING Nonprofit Advertising Not-for-profit organizations - charities - advertise for customers, members, volunteers, donations Public Service Advertising Public service announcements PSA Message - good cause - eg stop drunk driving Ad creation, space & time - free of charge Interactive Advertising Individual consumers - access to computer & Internet Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

WHAT MAKES AN AD EFFECTIVE Ad that creates the impact (goal oriented) 2 levels 1) relevant message that catches attention, interests, remains in memory 2) ad achieves marketing objective Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice AD wins the award? Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice

ADVERTISING Principles and Effective IMC Practice End of the Lesson Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice