Great Advertising.pptx

8/20/2019 Great Advertising.pptx

1/18

1

Welcome to my world!

Introduction to Advertising


2/18

2

Today’s Learning Objectives

Discuss te elements o great advertising" Deine advertising and identiy nine ty#es

and our roles o advertising" Identiy te ive #layers in te advertising

world" $%#lain ow &ey igures and events in

advertising istory aect advertisingtoday"

'ummari(e current advertising issues"


3/18

)

Wat *a&es an Ad +reat,

$%#licit objectives sould drive te#lanning- creation- and e%ecution oeac ad"

An ad is great to te e%tent tat itacieves its objectives- not because itwins awards"

.reativity or its own sa&e does notalways lead to great advertising"


4/18

/

Good or Great Ads Work on Two Levels

Achieve the Sponsor’s

Objectives

Achieve the Sponsor’s

Objectives

Satisfy the Custoer’s

Objectives by !n"a"in"

The # $eliverin" a

%elevant &essa"e

Satisfy the Custoer’s

Objectives by !n"a"in"

The # $eliverin" a

%elevant &essa"e

.aracteristics o +reat Ads


5/18

0

' n t e r e s t

' n t e r e s t

( n o w l e d " e

( n o w l e d " e

A t t i t u d e C h a n " e

A t t i t u d e C h a n " e

) e h a v i o r a l C h a n " e * T r i a l

) e h a v i o r a l C h a n " e * T r i a l

% e p u r c h a s e * C o i t e n t *

% e i n d e r

% e p u r c h a s e * C o i t e n t * % e i n d e r

' d e n t i f y + e r s o n a l , e e d s

' d e n t i f y + e r s o n a l , e e d s

G a t h e r % e l e v a n t ' n f o r a t i o n

G a t h e r % e l e v a n t ' n f o r a t i o n

S u p p o r t % i s k A s s o c i a t e d W i t h A t t i t u d e C h a n " e

S u p p o r t % i s k A s s o c i a t e d W i t h A t t i t u d e C h a n " e

! n h a n c e , e e d % e d u c t i o n

! n h a n c e , e e d % e d u c t i o n

% e i n f o r c e T r i a l a n d

, e e d % e d u c t i o n

% e i n f o r c e T r i a l a n d , e e d % e d u c t i o n

Dual rocess o +reat Advertising3eacing Objectives 45ig" 1"16

A d v e r t i s i n " O b j e c t i v e s

A d v e r t i s i n " O b j e c t i v e s

A t t e n t i o n * A w a r e n e s s

A t t e n t i o n * A w a r e n e s s S a t i s f y C u r i o s i t y * & e o r y *

! n t e r t a i n e n t

S a t i s f y C u r i o s i t y * & e o r y * ! n t e r t a i n e n t

C o n s u e r ’ s O b j e c t i v e s

C o n s u e r ’ s O b j e c t i v e s


6/18

7

8road Dimensions Tat.aracteri(e +reat Advertising

Strate"y

Strate"y Creativity

Creativity

!-ecution

!-ecution

The Ultimate Test for the Greatness of An Ad is Whether

It Achieved Its Goals.


7/18

9

ractical Ti#s : 1*easuring an Ad’s 'uccess

.onsider one item as te measure oan ad’s success ;ow well does itacieve its goals, 'ome ty#ical goalsinclude te ollowing Increased sales

Attitude cange

;eigtened brand awareness


8/18

<

Wat is Advertising,

Advertising is aid- =on#ersonal

.ommunication 5rom AnIdentiied '#onsor >sing *ass*edia to ersuade or Inluence

an Audience"

Advertising is aid- =on#ersonal.ommunication 5rom An

Identiied '#onsor >sing *ass*edia to ersuade or Inluence

an Audience"


9/18

?

' n t e r a c t i v e

A d v e r t i s i n " ' n t e r a c t i v e

A d v e r t i s i n "

+ u b l i c S e r v i c e


+ u b l i c S e r v i c e


' n s t i t u t i o n a l

A d v e r t i s i n " ' n s t i t u t i o n a l


) u s i n e s s . t o .

) u s i n e s s A d v e r t i s i n "

) u s i n e s s . t o .

) u s i n e s s A d v e r t i s i n "

) r a n d

A d v e r t i s i n " ) r a n d


% e t a i l o r L o c a l

A d v e r t i s i n " % e t a i l o r L o c a l


+ o l i t i c a l

A d v e r t i s i n " + o l i t i c a l


$ i r e c t . % e s p o n s e

A d v e r t i s i n " $ i r e c t . % e s p o n s e

A d v e r t i s i n " $ i r e c t o r y

A d v e r t i s i n " $ i r e c t o r y


Ty#es o Advertising


10/18

1@

3oles o Advertising

& a r k e t i n " % o l e & a r k e t i n " % o l e

C o u n i c a t i o n % o l e C o u n i c a t i o n % o l e

! c o n o i c % o l e ! c o n o i c % o l e

• &arketin" is the process a businessuses to satisfy consuer needs andwants throu"h "oods and services/

S o c i e t a l % o l e S o c i e t a l % o l e

• Advertisin" is a for of asscounication/

• Two ain views about advertisin"0

either the arket power odel or

the econoics of inforationtheory/

• 'nfors us about new and

iproved products0 teaches us

how to use these innovations0

etc/


11/18

11

+ r o v i d e + r o d u c t #

) r a n d ' n f o r a t i o n + r o v i d e + r o d u c t #

) r a n d ' n f o r a t i o n

+ r o v i d e ' n c e n t i v e s

T o T a k e A c t i o n + r o v i d e ' n c e n t i v e s

T o T a k e A c t i o n

+ r o v i d e

% e i n d e r s a n d

% e i n f o r c e e n t

+ r o v i d e

% e i n d e r s a n d

% e i n f o r c e e n t


+ e r f o r s 1 ) a s i c

2 u n c t i o n s


+ e r f o r s 1 ) a s i c

2 u n c t i o n s

5unctions o Advertising


12/18

12

5ive layers o Advertising

Te Advertiser is te individual or organi(ationtat usually initiates te advertising #rocess"

Te Advertising Agency #lans and im#lements

#art or all o te advertising eorts" *ay use an outside agency- or teir own advertising

de#artment or inouse agency"

Te *edia are te cannels o communication

tat carry te messages rom te advertiser tote audience- i"e" television- maga(ines- radio-etc"


13/18

1)

5ive layers o Advertising

Te Bendors are a grou# o serviceorgani(ations tat assist advertisers-advertising agencies- and te media- i"e"reelance co#ywriters- gra#ic artists-#otogra#ers- etc"

Te Target Audience may be te #urcaser or

te consumer o te #roduct- or bot" *ayneed to design dierent ads or eac grou#" .ritical to &now as muc about tese target

audiences as #ossible"


14/18

1/

A"e of

+rint

'ndustrial

%evolution #

Consuer Society

A"e of

Science

%ise of

A"encies

Advertisin"

$eclines

%eintroducin"

Consuers to

&arketin"

Creative

!ra

Accountability

!ra

Te $volution o Advertising

3443.

3567

3567’s.

3877

3877.

3867’s

World War '.

World War ''

3867’s 3897’s.

38:7’s

38:7’s.

3887’s

38;7’s


15/18

10

ractical Ti#s : 2Ogilvy’s Advertising Tenets

;ere are some advertising tenets tatDavid Ogilvy oers 4116 C=ever write an advertisement you wouldn’t

want your own amily to read" CTe most im#ortant decision is ow to #osition

your #roduct" I nobody reads or loo&s at te ads- Cit doesn’t

do muc good to ave te rigt #ositioning"

C8ig ideas are usually sim#le ideas" C$very word in te co#y must count"


16/18

17

' n t e r a c t i v e A d v e r t i s i n " ' n t e r a c t i v e A d v e r t i s i n "

' n t e " r a t e d & a r k e t i n " C o u n i c a t i o n ' n t e " r a t e d & a r k e t i n " C o u n i c a t i o n

C o n s u e r + o w e r 0 % e l a t i o n s h i p & a r k e t i n " a n d C u s t o i


17/18

19

Advertising as Art- 'cience-8usiness ractice

“The written word is the deepest dagger you can drive into a

man’s soul.”

8ritis writer Indra 'ina

“Advertising is of the very essence of democracy. An election

goes on every minute of the business day across the counters

of hundreds of thousands of stores and shops where the

customers state their preferences and determine whichmanufacturer and which product shall be the leader today, and

which shall lead tomorrow.” 8ruce 8arton- cairman o 88DO agency


18/18

1<

Advertising as Art- 'cience-8usiness ractice

“I browse for an original thought, usually

while on the bog, and the sense of

achievement in finding exactly the phraseyou’re looking for is a pleasure that

transcends the most spectacular of dumps.”=eil 5renc- CWorldwide .reative +odater to all te

com#anies in te W +rou#- on is ondness orEuotation antologies"

Documents

Great Advertising.pptx