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

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

3. 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

4. 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

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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

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

15. 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

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

17. 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

18. 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

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

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

21. 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

22. 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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

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

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