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Introduction to Advertising Muhammad Waqas
First Session
Muhammad Waqas
Lecture Objectives
Define advertising and explain its key components
Discuss the roles and functions of advertising within society and business
Identify the key players and their roles in creating advertising
Explain the different types of advertising
Summarize the characteristics of effective advertising and explain why it is always goal directed
Analyze the changes affecting the advertising industry
Muhammad Waqas
Muhammad Waqas
Ho Jao Good k Liye Crazy - Pappu Sergeant
What Is Advertising?
Muhammad Waqas
“Advertising is the structured and composed non personal communication of information, usually persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media” (Arens, 2004, p. 07).
Five basic components: 1.
Paid communication
2.
Sponsor is identified
3.
Tries to persuade or influence
4.
Reaches a large audience
5.
Conveyed through impersonal mass media
Key Concepts of Advertising Strategy
Muhammad Waqas
Creative
idea Execution Media
The logic and planning behind the ad
rs develop ads to meet objectives
rs direct ads to identified audiences
rs create messages that speak to the audience’s concerns
rs run ads in the most effective media
Key Concepts of Advertising Strategy
Muhammad Waqas
Creative
idea Execution Media
The central idea that grabs the consumer’s attention
Creativity drives the entire field of advertising
Key Concepts of Advertising Strategy
Muhammad Waqas
Creative
idea Execution Media
Effective ads adhere to the highest production values in the industry
Clients demand the best production the budget allows
Key Concepts of Advertising Strategy
Communication channels that reach a broad audience
How to deliver the message is just as important coming up with the creative idea of the message
Muhammad Waqas
Creative
idea Execution Media
Muhammad Waqas
Roles of Advertising
Hard-Sell Approach
Soft-Sell Approach
Roles of Advertising Marketing
Muhammad Waqas
Communic
ation Economic Societal
The process a business uses to satisfy consumer needs by providing goods and services
Product category
Target market
Marketing mix
Brand
11
Roles of Advertising Marketing Communication Economic
Muhammad Waqas
Societal
Can reach a mass audience
Introduces products
Explains important changes
Reminds and reinforces
Persuades
12
Roles of Advertising Marketing
Muhammad Waqas
Communic
ation Economic Societal
Moves from being informational to creating demand
Advertising is an objective means for providing pricevalue information, thereby creating a more rational economy
13
Roles of Advertising Marketing Communication Economic
Muhammad Waqas
Societal
Informs consumers about innovations and issues
Mirrors fashion and design trends
Teaches consumers about new products
Helps shape consumer self-image
Perpetuates selfexpression
14
Muhammad Waqas
The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences
15
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
Uses advertising to send out a message about its products
Initiates the advertising effort by identifying a marketing problem
Approves audience, plan and budget
Hires the advertising agency
16
Muhammad Waqas
r
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department
In-house agency
18
Muhammad Waqas
Agency
Orient McCann-Erickson
Synergy Advertising
JWT
Interflow Communications
Ever new Entertainment
The Circuit
Midas
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
The channels of communication that carry the message to the audience
Are also companies or huge conglomerates
Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches 20
Muhammad Waqas
Media
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
Assist rs, agencies, and the media in creating and placing the ads
Vendor services are often cheaper than those in-house
22
Muhammad Waqas
Supplier
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
The desired audience for the advertising message
Data-gathering technology improves accuracy of information about customers
rs must recognize the various target audiences they are talking to and know as much about them as possible
24
Muhammad Waqas
Types of Advertising
Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
25
Muhammad Waqas
The Evolution of Advertising
Age of Print
Industrial Revolution and Emergence of Consumer Society
Modern Advertising Era
ability Era
26
The Current Advertising Scene
Muhammad Waqas
Expanded
view Integrated Marketing Communicati on Globalization
Electronic media are changing the media landscape
New media are more personal and interactive
27
The Current Advertising Scene
Muhammad Waqas
Expanded
view Integrated Marketing Communicati on Globalization
The practice of unifying all marketing communication tools so they send a consistent, persuasive message
Coordination of IMC tools creates synergy
28
The Current Advertising Scene
Muhammad Waqas
Expanded
view Integrated Marketing Communicati on Globalization
Increasing globalization of marketing programs
rs are moving into global markets and agencies are forming huge multinational operations
29
Muhammad Waqas
BMW Films-Ambush
Next Session
Muhammad Waqas
Session 2: Advertising Role in Marketing
31
First Session
Muhammad Waqas
Lecture Objectives
Define advertising and explain its key components
Discuss the roles and functions of advertising within society and business
Identify the key players and their roles in creating advertising
Explain the different types of advertising
Summarize the characteristics of effective advertising and explain why it is always goal directed
Analyze the changes affecting the advertising industry
Muhammad Waqas
Muhammad Waqas
Ho Jao Good k Liye Crazy - Pappu Sergeant
What Is Advertising?
Muhammad Waqas
“Advertising is the structured and composed non personal communication of information, usually persuasive in nature, about products (goods, services and ideas) by identified sponsors through various media” (Arens, 2004, p. 07).
Five basic components: 1.
Paid communication
2.
Sponsor is identified
3.
Tries to persuade or influence
4.
Reaches a large audience
5.
Conveyed through impersonal mass media
Key Concepts of Advertising Strategy
Muhammad Waqas
Creative
idea Execution Media
The logic and planning behind the ad
rs develop ads to meet objectives
rs direct ads to identified audiences
rs create messages that speak to the audience’s concerns
rs run ads in the most effective media
Key Concepts of Advertising Strategy
Muhammad Waqas
Creative
idea Execution Media
The central idea that grabs the consumer’s attention
Creativity drives the entire field of advertising
Key Concepts of Advertising Strategy
Muhammad Waqas
Creative
idea Execution Media
Effective ads adhere to the highest production values in the industry
Clients demand the best production the budget allows
Key Concepts of Advertising Strategy
Communication channels that reach a broad audience
How to deliver the message is just as important coming up with the creative idea of the message
Muhammad Waqas
Creative
idea Execution Media
Muhammad Waqas
Roles of Advertising
Hard-Sell Approach
Soft-Sell Approach
Roles of Advertising Marketing
Muhammad Waqas
Communic
ation Economic Societal
The process a business uses to satisfy consumer needs by providing goods and services
Product category
Target market
Marketing mix
Brand
11
Roles of Advertising Marketing Communication Economic
Muhammad Waqas
Societal
Can reach a mass audience
Introduces products
Explains important changes
Reminds and reinforces
Persuades
12
Roles of Advertising Marketing
Muhammad Waqas
Communic
ation Economic Societal
Moves from being informational to creating demand
Advertising is an objective means for providing pricevalue information, thereby creating a more rational economy
13
Roles of Advertising Marketing Communication Economic
Muhammad Waqas
Societal
Informs consumers about innovations and issues
Mirrors fashion and design trends
Teaches consumers about new products
Helps shape consumer self-image
Perpetuates selfexpression
14
Muhammad Waqas
The Functions of Advertising
Builds awareness of products and brands
Creates a brand image
Provides product and brand information
Persuades people
Provides incentives to take action
Provides brand reminders
Reinforces past purchases and brand experiences
15
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
Uses advertising to send out a message about its products
Initiates the advertising effort by identifying a marketing problem
Approves audience, plan and budget
Hires the advertising agency
16
Muhammad Waqas
r
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department
In-house agency
18
Muhammad Waqas
Agency
Orient McCann-Erickson
Synergy Advertising
JWT
Interflow Communications
Ever new Entertainment
The Circuit
Midas
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
The channels of communication that carry the message to the audience
Are also companies or huge conglomerates
Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches 20
Muhammad Waqas
Media
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
Assist rs, agencies, and the media in creating and placing the ads
Vendor services are often cheaper than those in-house
22
Muhammad Waqas
Supplier
The Key Players
Muhammad Waqas
r
(client) Agency Media Supplier Audience
The desired audience for the advertising message
Data-gathering technology improves accuracy of information about customers
rs must recognize the various target audiences they are talking to and know as much about them as possible
24
Muhammad Waqas
Types of Advertising
Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
25
Muhammad Waqas
The Evolution of Advertising
Age of Print
Industrial Revolution and Emergence of Consumer Society
Modern Advertising Era
ability Era
26
The Current Advertising Scene
Muhammad Waqas
Expanded
view Integrated Marketing Communicati on Globalization
Electronic media are changing the media landscape
New media are more personal and interactive
27
The Current Advertising Scene
Muhammad Waqas
Expanded
view Integrated Marketing Communicati on Globalization
The practice of unifying all marketing communication tools so they send a consistent, persuasive message
Coordination of IMC tools creates synergy
28
The Current Advertising Scene
Muhammad Waqas
Expanded
view Integrated Marketing Communicati on Globalization
Increasing globalization of marketing programs
rs are moving into global markets and agencies are forming huge multinational operations
29
Muhammad Waqas
BMW Films-Ambush
Next Session
Muhammad Waqas
Session 2: Advertising Role in Marketing
31
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