Introduction to

Advertising
Groups:
Group -1 Group -2 Group -3 Group -4 Group -5 Group 6

Muhammad Bilal Ahmed Muhammad Vardah Shah Madiha Muhammad

Leader Awais Siddiqui Fareed Junaid
Siddiqui Chugtai
Abdullah Asma Shafiq Arooba Farah Uzair Muhammad
1
Ashfaq Anam Khan
Yaseen Anum Jameel Saud Ammara Zaid
2

Jahanzeb Muhammad Umar Nadeem Fatima

3
Umair
4 Umme Haani Kinza Ikram Nafeesa Sidra Mohsin

5 Asmat Aon

Brand : American Express
Campaign : Take Charge
Message : Unique and Memorable
Entertainment Experiences
Brand : Google
Campaign : Re-union
Message : Highlighting all the
similarities and shared experiences
instead of the differences
 Advertising is a message designed to promote a
product, a service, or an idea.
The purpose of advertising is to sell products or
services.

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 Advertising reaches people through various forms of mass Magazines
communication.
These media include newspapers, magazines, television,
radio, the Internet, direct mail, outdoor signs, transit
signs, window displays, point-of-purchase displays,
telephone directories, etc.

Point of Purchase
Displays

Outdoor advertising Newspapers

Transit Advertising
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 Advertising is designed to inform, influence, or persuade people.
To be effective, an advertisement must first Attract attention and
gain a persons Interest. It may then build Desire for a product
and provide a method for them to take Action.

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 Advertisers research the unique features of the product to
determine the USP (unique selling proposition) and the big idea
the simple message that will be used to communicate the USP to
the target audience.
Many firms use a SWOT analysis to help them with their
advertising techniques.

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 Strengths
Outstanding features of the brand
Positive consumer perceptions of the brand
Quality processes or procedures
Features that are better, different or missing from competitors brands
Weaknesses
What is missing
Negative consumer perceptions
Features of competitors brand that are better
Poor quality goods,services

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 Opportunities
What are the newest trends that have not been addressed
What are the latest developments in technology
Are there gaps in the market
Threats
Are consumers finding replacement products
Is the industry regulated
Price wars with competitor
Competitor has superior access to channel of distribution
Introduction of new, innovative product/services

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Advertising Techniques

Advertising uses several different, distinct techniques to create

effective advertisements and positive association
Most ads use several techniques at once
 Advertising Techniques, cont.
1) Bandwagon

Everyone is doing it
The ad creates a positive connection by showing that
the product/service/idea is widely used and widely
accepted
Why would everyone be using it if it wasnt the best?
Bandwagon Example
Advertising Techniques, cont.
2) Plain Folks

Speak to people in plain and

simple terms
The ad uses simple, common
language, images, and content
to appeal to the average person
Let me explain this to you in
terms you would understand.
 Advertising Techniques, cont.
3) Testimonial
Someone important or famous says you should buy our
product
The ad uses a celebrity or expert that endorses the
product or service, either directly or indirectly
You like or trust me, and I think the product is great.
Testimonial Example
Advertising Techniques, cont.
4) Science/Statistics
These numbers prove you need
our product
The ad uses science, scientific
language, or statistics to prove
their product is good
Even if you dont understand
what were talking about, we
sound really smart and
credible.
 Advertising Techniques, cont.
5) Transfer
Associating products with something you like or value
The ad couples the product with something desirable
sex appeal, humor, patriotism, sports, video games,
whatever so a positive feeling is created for the
product
You like this, right? Then youll like our product, too.
Advertising Techniques, cont.
6) Emotional Appeal (Hidden Fears)

Emotional appeals are

advertising techniques in
which the advertiser tries to
play up on the emotions of the
audience, often in lieu of
information that might appeal
to an audience rationally.
Emotional Appeal (Contd)

The exploitation of an individuals

fears and insecurities.
Deodorant commercials
Diaper commercials
Or even
Advertising Techniques, cont.
7) Repetition

The constant statement of an idea

to fix the image of a product in the
audiences mind.
Could be
Audio
Or Audio-Visual
Advertising Techniques, cont.
8) Spin

The attempt to turn negative evidence into something

that the public will perceive positively.
Used a lot in political Ads.
Advertising Techniques, cont.
9) Weasel Words

The use of vague terms to

mislead the viewer into
thinking the product is better
than it really is.
Weasel Words Examples

"Helps control dandruff symptoms with regular use." The weasels include "helps
control," and possibly even "symptoms" and "regular use." The claim is not "stops
dandruff."
"Leaves dishes virtually spotless." We have seen so many ad claims that we have
learned to tune out weasels. You are supposed to think "spotless," rather than
"virtually" spotless.
"Only half the price of many color sets." "Many" is the weasel. The claim is
supposed to give the impression that the set is inexpensive.
"Listerine fights bad breath." "Fights," not "stops."
"Lots of things have changed, but Hershey's goodness hasn't." This claim does not
say that Hershey's chocolate hasn't changed.
Advertising Techniques, cont.
10) Excitement (Music)

music and other sound effects

add to the excitement of
commercials, especially
commercials aimed at kids. Those
little jingles, that you just can't
get out of your head, are another
type of music used to make you
think of a product. Have you ever
noticed that the volume of
commercials is higher than the
sound for the program that
follows?
 What was the purpose of this
promotion?
What is the product?
Is it fulfilling AIDA approach?
What was the message/positioning?
What media did this campaign use?
What is the advertising technique used
in this campaign?
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1. Advertising Strategy
The strategy is the logic and planning
behind the ad that gives it direction.
Advertisers develop ads to meet
objectives.
Advertisers direct ads to identified
audiences.
Advertisers create a message that
speaks to the audiences concerns.
Advertisers run ads in the most
effective media.
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2. Creative Idea
The creative concept is the central idea
that grabs the consumers attention and
sticks in memory.
Planning strategy requires creative
problem solving.
Research involves creativity.
Buying and placing ads requires creative
thinking.

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3. Creative Execution
Effective ads are well executed reflecting the highest
production values in the industry.
Clients demand the best production the budget
allows.

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4. Media Planning/Buying
Television, Internet, magazines, and other
media are used to reach a broad audience.
Deciding how to deliver the message requires
creativity.

Principle:
In advertising how you say something and where you say
it is just as important as what you say.
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1. The Marketing Role
Marketing is satisfying customer wants and needs by providing
products (goods, services, and ideas).
The marketing department is responsible for selling the product using
the 4 Ps (product, price, place/distribution, and promotion) and brand
development.

Principle:
A product can be services and ideas as well as goods.
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2. The Communication Role
Advertising is a message to a consumer about a product,
designed to create a response.
It is also a form of marketing communication.
Advertising uses mass communication to transmit product
information to connect buyers and sellers in them marketplace.

Principle:
One of advertisings most important strengths is its ability
to reach a large audience.
3. The Economic Role
Because it reaches large groups of people,
advertising makes marketing more cost-efficient
and lowers prices for consumers.
Advertising creates a demand for a brand using
hard sell (persuading) and soft sell (image
building) techniques.

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4. The Societal Role
Informs consumers about innovations and issues
Helps us compare products and features
Mirrors fashion and design trends
Teaches consumers about new products and how to use them
Helps sketch consumer self-image
Facilitates self-expression through purchases
Presents images about diversity in our world

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 Brand Advertising
Focused on long-term brand identity and image
Retail or Local Advertising
Focused on selling commodities in a geographical
area
Direct Response Advertising
Tries to stimulate a sale directly
Business-to-Business
Sent from one business to another
Principle:
All types of advertising demand creative, original
messages that are strategically sound and well executed. 1-42
 Institutional Advertising
Focused on establishing a corporate identity or winning the public over to the
organizations point of view
Nonprofit Advertising
Used by nonprofits like charities, associations, hospitals, museums, and
churches for customer, members, volunteers, and donors
Public Service Advertising
Usually produced and run for free on behalf of a good cause

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 Wants to send out a message about its business
Initiates effort by identifying a problem that
advertising can solve
Selects the target audience, sets the budget, and
approves the ad plan
Hires the agency

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 Agencies have the strategic and creative expertise, media knowledge,
talent, and negotiating abilities to operate more efficiently than the
advertiser.

Some large advertisers have in-house departments.

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 Media are channels of communication that carry
the message to the audience

Principle:
Mass media advertising can be cost effective because the
costs are spread over the large number of people the ad
reaches.
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 Group of service organizations that assist advertisers,
agencies, and the media in creating and placing ads by
providing specialized services
Artists, writers, photographers, directors, producers,
printers, freelancers, and consultants

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 People to whom an ad is directedtheir
responses decide if advertising is effective.
Targeting is the process of identifying the
people in the desired audience.
Interactive technology allows ads to be
customized to the target audiences individual
needs.

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The New Advertising
Electronic media are making advertising more intimate, interactive,
and personalized.

Advertising must evolve to keep up with technology.

Creativity involves more than just the ads big idea, but finding new
ways to engage consumers beyond traditional mass media.

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Interactivity
Buzz is getting people to talk about the event, idea or brand.
People contact companies by phone, the Internet, and through
friends.
Advertising must change to also become more interactive.

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Integrated Marketing Communication (IMC)
IMC means unifying all marketing communication messages and tools to
send a consistent, persuasive message promoting the brands goals.
Stakeholders are also important in IMC.
Synergy means messages have more impact working jointly than on
their own.

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Globalization
The elimination of trade barriers in the 1990s opened huge
international markets.
Agencies are forming multinational operations to address these
markets.
Should advertisers practice local or global advertising?
What makes an ad effective?
Gets attention
Creates a positive impression for a brand
Separates the brand from the competition
Influences people to respond in the desired way

Principle:
An ad that worksthat is effectiveis one where the target
audience responds as the advertiser intended.
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KitKat Talcum Powder Campaign

Did the campaign work?

Brand : Kitkat Talcum powder

 Professional Advertising

Advertising directed toward professionals such as doctors, dentists, and

pharmacists, etc., who are in a position to promote products to
customers.
It is mostly related to those product which is specially made for
professional work or professional people's like Ca's, Lawyer's, architect,
engineers , Doctor's ,. & advertisement of these product is called
professional advertising .
For Eg. kit of necessary equipment of architecture ,or surgical equipment
for doctors .
which the professional person purchase it .