1. Chapter 1 Introduction to Advertising
The Mandate for Effectiveness:
Today advertising is in a bind
Advertisers expect specific results that lead to sales
Advertising must be effective
Advertising cannot save a bad product

2. What Makes an Ad Effective?
Effective ads work on two levels: with consumers and with advertisers
Characteristics of effective ads:
Strategy
Creativity
Execution
Advertising must be goal directed

3. “Measuring” Effectiveness
Message Effects
Surrogate Measures
Communication Tools
Perception
Exposure
Attention
Interest
Memory: recognition/recall
Advertising Media; PR
Adv; Sales Promotion
Adv; SP; PR
Learning
Understand
Image and association brand links
PR, Personal Selling, DM, Adv
Adv, PR, POP
Persuasion
Attitudes: Form or change
Emotions and involvement
Conviction: belief, commitment
PR, Personal Selling, SP
Adv, PR, Personal Selling
Personal Selling, Direct Marketing
Behavior
Trial
Purchase
Repeat purchase, use more
SP; Personal Selling, DM

4. The World of Advertising
Defining advertising
A paid form of communication
A sponsor is identified
Tries to persuade or influence the consumer to do something
Conveyed through mass media
Reaches an audience
Is non-personal

5. Types of Advertising Brand advertising Retail/local advertising
Political advertising
Directory advertising
Direct-response advertising
Business-to-business advertising
Institutional advertising
Public service advertising (PSA)
Interactive advertising

6. The Roles of Advertising
Marketing role
Communication role
Economic role
Societal role

7. Functions of Advertising
Provide product and brand information
Provide incentives to take action
Provide reminders and reinforcement

8. The Five Players of Advertising
Advertiser
Advertising agency
The advertising department
The in-house agency
Media
Vendors
Target audience

9. The Evolution of Advertising
Age of print
Industrial revolution and emergence of consumer society
Modern advertising: Agencies, science and creativity
Accountability era

10. Current Advertising Issues
Interactive advertising
Integrated marketing communications (IMC)
Consumer Power
Globalization
Niche marketing