Outline

1
Chapter 1Introduction to Advertising

• Outline
• The mandate for effectiveness
• What makes an ad effective?
• The world of advertising
• The five players of advertising
• The evolution of advertising

2
The Mandate for Effectiveness

• Today advertising is in a bind
• Advertisers expect specific results that lead to
  sales
• Advertising must be effective

3
What Makes an Ad Effective?

• Effective ads work on two levels
• Characteristics of effective ads
• 1.
• 2.
• 3.
• 4.

4
The World of Advertising

• Defining advertising
• 1.
• 2.
• 3.
• 4.
• 5.
• 6.

5
Types of Advertising

• Brand advertising
• Retail/local advertising
• Political advertising
• Directory advertising
• Direct-response advertising

• Business-to-business advertising
• Institutional advertising
• Public service advertising (PSA)
• Interactive advertising

6
The Roles of Advertising

• 1.
• 2.
• 3.
• 4.

7
Functions of Advertising

• 1.
• 2.
• 3.

8
The Five Players of Advertising

• Advertiser
• Advertising agency
• The advertising department
• The in-house agency
• Media
• Vendors
• Target audience

9
The Evolution of Advertising

• Age of print
• Industrial revolution and emergence of consumer
  society
• Modern advertising Agencies, science and
  creativity
• Accountability era

10
Current Advertising Issues

• Interactive advertising
• Globalization
• Niche marketing
• Integrated marketing communications (IMC)
• Consumer Power