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					ADVERTISING
Origin of Advertising
 Advertising Signs
  – Babylon, Athens, Egypt and Rome
  – Symbols were used to tell about a particular shop or product
 Town Cries and Barkers
  – Rome and Athens
  – Jobs of Town Criers or Barkers:
       • Announce the affairs of the state
       • Announce the ordinances passed by the municipal council
       • Announce the death in the family
 First Printed Advertising
  – According to Norman H. Strouse, the first printed advertisement appeared
    in England about 1477 when William Caxton wrote a splendid piece of
    copy to sell his little prayer books.

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Definitions of Advertising
“Advertising is any paid form of non-personal presentations and
 promotion of ideas, goods, and services by an identified sponsor.”
                                        - American Marketing Association


“Advertising is a means of communicating information pertaining to
 products, services, or ideas by other than direct personal contact
 and in an openly paid basis with the intent to sell or otherwise obtain
 favorable consideration.”
                                                        - Robert Zacher


“Advertising is considered a speedy communication that enables a
 seller to promote and sell a story to millions of consumers in a
 matter of seconds .”


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Advertising Concepts
 AIDA Concept
  – Emphasizes what advertising should do to create action towards the
    product or service being sold
  – To attract   ATTENTION
  – To create    INTEREST
  – To stimulate DESIRE
  – To induce    ACTION
 ACCA Concept
  – States the particular act to be undertaken
  – AWARENESS
  – COMPREHENSION
  – CONVICTION
  – ACTION

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Functional Goals of Advertising



           Modify Behavior         Inform




              Remind              Persuade




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Functional Goals of Advertising

INFORMING PURPOSE
  – To have people to know
    about the firms’ offerings, Modify Behavior    Inform
    what these will do to them,
    and how these may benefit
    them


PERSUADING PURPOSE                Remind         Persuade

  – To stimulate purchase


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Functional Goals of Advertising

REMINDING PURPOSE
 – To keep the product brand
   name in the people’s minds Modify Behavior    Inform


 BEHAVIOR MODIFICATION
  PURPOSE
 – To convince the buyer to
   shift his patronage from the
   competitor’s product to the    Remind        Persuade
   advertised product


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Specific Objectives of Advertising
 Support a personal selling program.
 Reach people inaccessible to salesmen.
 Improve dealer relations.
 Enter a new geographic marker or to attract a new group of
  customers.
 Introduce new product.
 Counteract prejudice or substitution.
 Build a positive business image.
 Relaunch an unsuccessful brand.
 Maintain current market position.
 Study, analyze, and change, if able, consumer attitudes.


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Classifications of Advertising
 NATIONAL ADVERTISING
  – Refers to advertising by the owner of a trademarked product or service
    sold through different distributors or stores, whenever they may be.
 RETAIL ADVERTISING
  – Aims not only to sell a product but to get consumers to shop at a specific
    store.
 INDUSTRIAL ADVERTISING
  – Pursued by producers of industrial goods while items and services that
    are used in manufacturing and operations of the business are advertised
    to industrial buyers nationwide, regional, or depending on the degree of
    geographic concentration of the industry involved.
 TRADE ADVERTISING
  – Producers and distributors of branded and unbranded consumer goods
    undertake trade advertising.

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Classifications of Advertising
 PROFESSIONAL ADVERTISING
  – Producers and distributors depend on professional men to recommend,
    prescribe or specify their products to buyers.
 NON-PRODUCT or IDEA ADVERTISING
  – Undertaken by churches, political parties, fraternal trade, social groups,
    and individuals.




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Advertising Decisions
 Market
  – Refers to target customers.
  – Are the people to be reached by the advertisement.
 Motives
  – Reasons that prompt the customers to buy the product.
 Message
  – Refers to what the product or service is all about.
  – Types of Advertising Message:
      • Message that improves the company’s credibility
      • Message that stresses product benefits
      • Message that stresses service benefits



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Advertising Decisions
 Media
  – Refers to the modes and approaches to be used to reach the target
    customers.
  – “MESSAGE CARRIERS”
  – In choosing the appropriate medium, the media planner must consider the
    following factors:
      • The product
      • The audience or potential market to be reached
      • The extent and type of distribution
      • Media costs
      • The character of the media




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Types of Advertising Media
 BROADCAST ADVERTISING
  – Television
  – Radio
 TRANSIT ADVERTISING
 PERIODICAL
  – Newspaper
  – Magazines
 DIRECT ADVERTISING
 OUTDOOR ADVERTISING




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Preparation of an Advertisement
 Identifying the selling points.
  – Conducting queries may help bring about the products’ most salient
    selling points.
 Size of the advertisement.
  – Significant Considerations:
      • Importance of the advertisement
      • The amount of the merchandise to be moved
      • Amount of money that is available to pay for the advertisement
 Preparation of the layout.
  – It may be likened to a blueprint of an architect.
  – It is the plan that shows the placement of the elements in the space unit.




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