ADVANCED ADVERTISING

Lecture 1

Paper

A quick review

Advertising

Advertising is paid, non-personal communication

from an identified sponsor using various media to

persuade and influence an audience.

Functions of advertising

Advertising identifies products and differentiates it from others

(e.g. different brands, packaging)

Adv. communicates information about the product, its features

and its location of sale.

Adv. induces customers to try new products and suggests reuse.

Adv. stimulates the distribution of a product. (helps increase the

demand of the product)

Adv increases the use of product since more people become

aware of the product.

Adv builds brand value, brand preference and loyalty.

It lowers the overall cost of sales.

Types of Ads

Brand advertising/ National Consumer advertising

Retail/ Local advertising Political advertising Directory advertising Direct-response advertising Business to business advertising Institutional advertising Public Service Advertising Interactive Advertising

Reasons to advertise

To announce a new product To expand the market to

new buyers To announce a modification To announce a price change To announce a new pack To make a special offer To invite inquiries To sell directly To test a medium To obtain stockists

To announce location of stockists

To educate consumers To maintain sales To challenge competition To remind To retrieve lost sales To please the sales force To recruit force To attract investors To announce trading

results

Appeals

Primary Selective

Rational Emotion

Need arousing Need satisfying

Negative Positive

Parts of an ad

Trademark

Logo

Brand slogan/ tagline

Caption

Body copy

Layouts of ads

Ogilvy layout

Z layout

Single Visual layout

Illustrated layout

Top heavy layout

Upside down layout

In this semester

Marketing Marketing Plan Media Brief Media Planning TVC Types of TVC Important points of

TVC Story boarding Branding Consumer Behavior

Required outputs (practical)

Product Introduction

Marketing Plan Media Brief Media Plan Print Ad TVC Storyboard TVC

Survey questionnaire

Survey results Any other

promotional material made by the group