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Welcome to my world!
Introduction to Advertising
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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"
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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"
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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
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' 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
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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.
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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
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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"
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' 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
A d v e r t i s i n "
+ u b l i c S e r v i c e
A d v e r t i s i n "
' 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
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 "
) 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
A d v e r t i s i n "
% 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
A d v e r t i s i n "
+ 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
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 . % 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
A d v e r t i s i n "
Ty#es o Advertising
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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/
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+ 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
A d v e r t i s i n "
+ e r f o r s 1 ) a s i c
2 u n c t i o n s
A d v e r t i s i n "
+ e r f o r s 1 ) a s i c
2 u n c t i o n s
5unctions o Advertising
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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"
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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"
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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 $volution o Advertising
3443.
3567
3567’s.
3877
3877.
3867’s
World War '.
World War ''
3867’s 3897’s.
38:7’s
38:7’s.
3887’s
38;7’s
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ractical Ti#s : 2Ogilvy’s Advertising Tenets
;ere are some advertising tenets tatDavid Ogilvy oers 4116 C=ever write an advertisement you wouldn’t
want your own amily to read" CTe most im#ortant decision is ow to #osition
your #roduct" I nobody reads or loo&s at te ads- Cit doesn’t
do muc good to ave te rigt #ositioning"
C8ig ideas are usually sim#le ideas" C$very word in te co#y must count"
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' 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
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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
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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"