1, What is Advertising Today

8/11/2019 1, What is Advertising Today

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Objectives

Define advertising anddifferentiate it from

other forms ofmarketing

communications

Explain howadvertising differs from

the basic humancommunication

process

Discuss advertisingsrole in marketing

strategy

Define marketing andidentify the four

elements of marketing

Differentiate consumerand business markets


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Exchanges perception,satisfaction

What is Advertising?

Usually paid for

Usually persuasive in nature

About products

From identified sponsors

The structured and

composednonpersonalcommunication

Advertising

Through various media


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Communication: What makes Advertising Unique

Source

Formulatesan idea

Encoding

Encodes it asa message

Message Channel

Sends it viaa channel

The human communication process


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Source Encoding Message Channel

Decoding

To bedecoded

Receiver

By areceiverFeedback

The human communication process


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Feedback

Sponsor

Author


Applying the communication process to advertisingSource Message Receivers

Within the text of the advertisement

Persona Literary form1. Autobiography

2. Narrative3. drama

Impliedconsumers

Sponsorialconsumers

Actualconsumers


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Source Dimensions

Legally responsible

Has a message for consumersSponsor

Copywriter, art director, orcreative group

Creates the message butinvisible to the audience

Author

Real or imaginaryspokesperson

Represents the sponsor

Persona


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Message Dimensions

I tell a story about myselfto you, the imaginary

audience

Autobiography

Third person tells a storyabout others to imagined

audience

Narrative

Characters act out events infront of imagined audience

Drama


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Receiver Dimensions

Ad texts presume an audience

These implied consumers are notreal

Impliedconsumers Gatekeepers who decide if the

ad will run

Sponsors executives

Sponsorialconsumers

People in the real world whocomprise the target audience

Actual

consumers


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Applying the Communication Process to Advertising

RedeemedCoupons

Phone

Inquiries

IncreasedSales SurveyResponses

Feedbackand

Interactivity


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Exchanges perception,satisfactionWhat is Marketing?

Process of planning andexecuting

The conception, pricing,distribution and promotion

Of ideas, goods, and services

To create exchanges that satisfy

Marketing

Perceived needs, wants, andobjectives


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Who shouldbe thetargets

Advertising and the Marketing Process

Whereadvertising

shouldappear

Whatmediashould

be used

Whatthe adsshould

accomplish

MarketingStrategy

Determines


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Identifying Target Markets and Target Audiences

TotalMarket

Target

Market

Marketing Activities


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Identifying Target Markets and Target Audiences

Total Audience

Target Audienc

e

Advertising


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Types of Markets

TotalMarket

Industrial

Consumer

Markets


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Types of Markets

TotalMarket

Industrial

Consumer

Markets


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Types of Markets

Includes retailadvertising

Public serviceannouncements

Consumer

Markets


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Types of Markets

Consumer

Markets

Industrial

Also calledBusiness-to-business

Trade advertisingProfessionaladvertising

Farm advertisingSpecialized BTBadvertising:


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Implementing Marketing Strategy

Marketing Strategy: A mix of controllable strategic elements:

Product

Pricing

Distribution

Communication


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Insurance ortax prep

companies useservice

advertising

Massmerchand

consum

packaggoodsadvertisi

Tech or scienceproducts use

high-techadvertising

The Product Element

For virtually every productspecialists use a specific

type of advertising


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NO

The Price Element

Does the companycompete on price?

YES

Sale advertising

Clearance advertising

Loss-leader advertising


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NO

The Price Element

Does the companycompete on price?

Imageadvertising

Regular price-lineadvertising


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The Distribution Element

Global Marketers

Global advertising sendsconsistent messages

around the world

ItalyBrazilTurkeySpain


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Other GlobalMarketers

International advertisingtailors messages to

foreign markets

ItalyBrazilTurkeySpain


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Nationaladvertising

Companies marketing inseveral regions


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Local AdvertisingBusinesses and retailers

operating in a smalltrading area


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Communication Element

MarketingCommunications

(marcom) All planned messagesThat companies create

And disseminate to supportmarketing

Advertising

Personal selling

Sales promotion

Public relations activities

Collateral materials


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IntegratedMarketing

Communications

CollateralMaterials

Sales

Promotion

Product Advertising

PersonalSelling

PublicRelations


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IntegratedMarketing

Communications

CollateralMaterials SalesPromotionProduct AdvertisingPersonalSelling PublicRelations

Documents

1, What is Advertising Today