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Advertising
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SOME GROUND RULES
1. STARTING ON TIME!
2. NOT COMING LATE TO CLASS!
3. BRINGING YOUR OWN
PAPER & PEN TO CLASS!
4. PARTICIPATING IN CLASS DISCUSSIONS!
5. EXPECTING A QUIZ EVERY TIME!
6. DELIVERING ASSIGNMENTS ON
TIME!
7. ENHANCING THE LEARNING PROCESS!
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3
A
DVE
RTIS
ING
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Introduction toAdvertisingSESSION 1 & 2
Textbook: Advertising Principles & Practice
Authors: Moriarty, Mitchell, Wells
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Advertising?
To some advertising is the mirror& maker of culture
To others it is a purely economicactivity that generates
sales
To still others it is what createsmagic in the marketplace!
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Advertising is
a paid form of persuasivecommunicationto connect anidentified
sponsor with a broad audience of
potential consumers or
customersa using different
kinds of mass or interactive
media vehicles.
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EFFECTIVEADVERTISING
What makes a great ad?COMPONENTS OF MODERN ADVERTISING
1. Advertising strategy
2.Thecreative
idea7
3. Creativeexecution
4.Mediaplanning
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What makes a great ad?COMPONENTS OF MODERN ADVERTISING
1. Advertising strategy: logic &planningthat gives
advertising
focus &direction;
2.The creative idea: the creative
concept that grabs theattentionof targetconsumers& moves
them intoaction. 8
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What makes an ad great?COMPONENTS OF MODERN ADVERTISING
3. Creative execution: the
presentation of the creativeidea- the visual/photography,
thewords, the rendering, the
effects
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RENDERING A PRINT AD
WHERE WOULD YOU EXPECT TO SEE THIS PRINT AD
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What makes an ad great?COMPONENTS OF MODERN ADVERTISING
4. Sound media planning:the plan and the vehiclesused to deliver
themessage effectively to
the target market.MEDIA VEHICLES??
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QUICK TEST: HOW CREATIVE AREYOU?
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Does advertising work inisolation or?
Is it part of a larger entity?
Advertising is an integral
part of Marketing...
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Advertising is an integral
part of Marketing...The 4Ps of Marketing -
Product, Price, Promotionand Place made popular byJerome
McCarthy, Kotler and
others. Advertising makesup a major part ofPromotion.
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Persuasive
communication? Advertising is a form of
communication its foremost
strength is the ability to reachlarge audiences.
But not every ad
communicates!!! Advertising today is complex, &
depends on many tools &
techniques to achieve its 15
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What can good advertisingcommunication do?
Introduceproducts andbrands
198416
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What can good advertisingcommunication do?
Build awareness17
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What can good advertisingcommunication do?
Create uniquebrandim 18
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What can good advertisingcommunication do?
Provide information 19
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What can good advertisingcommunication do?
Remind&
reinforce 20
