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Introduction to Advertising
Strategy Strategy
What is Advertising?
Advertising is Paid, Nonpersonal Advertising is Paid, Nonpersonal Communication From An Identified Communication From An Identified Sponsor Using Mass Media to Sponsor Using Mass Media to Persuade or Influence an Audience. Persuade or Influence an Audience.
Satisfy the Customers Satisfy the Customers Objectives by Engaging Objectives by Engaging Them & Delivering a Them & Delivering a Relevant Message Relevant Message
Types of Advertising
Interactive Interactive Advertising Advertising Public Service Public Service Advertising Advertising Institutional Institutional Advertising Advertising Business-toBusiness-toBusiness Business Advertising Advertising Brand Brand Advertising Advertising Retail or Local Retail or Local Advertising Advertising Political Political Advertising Advertising Directory Directory Advertising Advertising
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Roles of Advertising
Marketing Role Marketing Role Communication Role Communication Role Economic Role Economic Role
Marketing is the process a business uses to satisfy consumer needs and wants through goods and services. Advertising is a form of mass communication. Two main views about advertising, either the market power model or the economics of information theory. Informs us about new and improved products, teaches us how to use these innovations, etc.
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Functions of Advertising
Provide Product & Provide Product & Brand Information Brand Information
The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e. television, magazines, radio, etc.
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1850s1900
Industrial Revolution & Consumer Society
19001950s
Age of Science
1920s
Rise of Agencies
1950s
Reintroducing Consumers to Marketing
1960s1970s
Creative Era
1970s1990s
Accountability Era
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