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ADVERTISING

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ADVERTISING. Paid non-personal communication transmitted to a target audience through mass media. ... Corporate Advertising: Promotes organizational ... – PowerPoint PPT presentation

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Title: ADVERTISING


1
ADVERTISING
  • Paid non-personal communication transmitted to a
    target audience through mass media.
  • Literally 100s of classifications and media
    types.
  • Not just for profit businesses. Many non-profit
    businesses regularly advertise.

2
ADVERTISING CAMPAIGN
  • Creation and execution of a series of ads.
  • Milk Campaign Got Milk?
  • Budweiser Whats Up!
  • Census 2000

3
MEDIA PLAN
  • Specifies media vehicles and schedule for running
    the advertisements.
  • Reach
  • Frequency
  • Comparison Indicators (e.g., CPM)

4
ADVERTISING ISSUES
  • Communication Objectives versus Sales Objectives!
  • Accountability!

5
BASIC TARGET AUDIENCE MOTIVATIONS
  • Emotional Motivated by the emotional appeal of
    the message.
  • Rational Motivated by logic or rationale of
    message.
  • Combo!

6
ADVERTISING FUNCTIONS
  • INFORM
  • PERSUADE
  • REMIND

7
ADVERTISING TYPES
  • Product Promotes use, features, and benefits of
    products.
  • Institutional/Corporate Advertising Promotes
    organizational images, ideas, or political
    issues.
  • Advocacy Promotes a companys position on a
    specific public issue.
  • Comparative Compares characteristics of two or
    more specific brands.

8
BASIC ADVERTISING APPEALS
  • Slogans
  • Image
  • Humor
  • Fear/Anxiety
  • Celebrity Endorsed
  • Slice of Life

9
BASIC MAGAZINE AD
  • Headline
  • Sub-headline
  • Illustration
  • Body Copy
  • Signature
  • Layout

10
STORYBOARD
  • Used to develop commercials.
  • A mockup combining copy and visual material to
    show the sequence of major scenes in a commercial.

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