1. ADVERTISING

2. Definition
Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action.
It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand.

3. Definition
The activity of attracting public attention to a product or business, as by different types of media
A paid, mass form of communication
The business of designing and writing advertisements

4. The periods of development
Premarketing era
The mass communication era
The research era

5. Premarketing era Indian rock art paintings from 4000 B.C.
Babylonian clay tablets from 3000 B.C.
Egyptians used papyrus to make sales messages and wall posters
Commercial messages and political compaign displays have been found in the ruins of Pompeii and ancient Arabia
Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome

6. Premarketing era
In the Middle Ages advertisements started to appear as images
In the 1700s appeared the printed handbill for distribution, advertisements in weekly newspapers in England
Since there was so many illiterate people in Middle Ages, they used signs and images for: shoemaker, tailor or blacksmith.
As the economy expanded during the 19th century, advertising grew alongside.

7. The mass communication era
From the 1700s to the 1900s
New models of communication technology (telegraph, typewriter, faster printing presses) in the late 1800s
In the early 1920s, the first radio stations were established

8. Since women were responsible for most of the purchasing done in their household, advertisers and agencies recognized the value of women's insight during the creative process.

9. The research era
In the 1940’s television was invented and the first TV advertisement aired in 1941, before a baseball game
It is the most effective mass-market advertising format with high prices for commercial air time
The average cost of a single thirty-second TV spot during the Super Bowl football game has reached US $3 million (2009)

10. The research era
The late 1980s and early 1990s saw the introduction of cable television and MTV
The next competitive entry into the media game was the Internet (1990s)

11. Advertising objectives
The communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame.
Advertising company usually strives to achieve one of four advertising objectives.ing, and switchback.

12. Advertising objectives
Trial
Continuity
Brand Switching
Switchback

13. Trial
The purpose is to encourage customers to make an initial purchase of a new product.
Companies employ creative advertising strategies in order to cut through other competing advertisements.
The reason is simple: Without that first trial of a product by customers, there will not be any repeated purchases.

14. Continuity
is a strategy to keep current customers using a particular product that is designed to build consumer loyalty.
Existing customers are targeted and are usually provided new and different information about the product.

15. Brand Switching
as an objective when they want customers to switch from competitors' brands to their brands.
to compare product price or quality in order to convince customers to switch to its product brand.

16. Switchback
when companies want to get back former users of their product brand.
They may highlight:
new product features,
price reductions,
or other important product information.

17. Types of advertising

18. Advertising can be:
Local,
National,
International,
Legal,
Political,
Financial,
Religious,
Charitable Etc.

19. Any media can be used for advertising:
Wall paintings,
Billboards,
Street furniture components,
Printed flyers,
Radio, cinema and television adverts,
Web banners,
Mobile telephone screens,
Shopping carts,
Web popes,
Bus stop benches,
Human billboards…

20. Advertisement is not obliged to tell the whole truth about the product, advantages and disadvantages.

21. Types of advertising

22. Mass media are used:
to show the way we should behave,
important rules that we should respect
what we should value.

23. Television
The TV commercial is generally considered the most effective mass-market advertising format, reflected by the high prices TV networks charge for commercial airtime during popular TV events.

24. Radio advertising is a form of advertising via the medium of radio.
Airtime is purchased from a station or network in exchange for airing the commercials.

25. Press advertising
describes advertising in a printed medium such as a newspaper, magazine, or trade journal.
allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee, advertising a product or service.

26. Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.

27. Billboard advertising
Billboards are large structures located in public places or on main roads, which display advertisements to passing pedestrians and motorists.

29. Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens for carrying advertisements along routes, previously selected by clients.

30. In-store Advertising
any advertisement placed in a retail store.

31. Celebrities advertising
focuses upon using celebrity power, fame, money, and popularity to gain recognition for their products and promote specific stores or products.

32. Thank you!