1 / 12

Advertising

Advertising. Steps to accomplish effective Advertising. I Will Go Over. Advertising Definition Agency Structure General Techniques to Advertising Advertising in Society. Advertising Definition. Advertising according to the book “Why it Sells” by Marcel Danesi is defined as:

iniko
Télécharger la présentation

Advertising

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Advertising Steps to accomplish effective Advertising

  2. I Will Go Over • Advertising Definition • Agency Structure • General Techniques to Advertising • Advertising in Society

  3. Advertising Definition Advertising according to the book “Why it Sells” by Marcel Danesi is defined as: “Any type or form of public announcement intended to direct people’s attention to the availability, qualities and cost of specific commodities or services”

  4. Agency Structure • Each Advertising Agency Structure is unique but most split into 5 Departments who specialize in handling different parts of the Advertising Campaign. • 1. Account Department • Client Facing • 2. Account Planning Department • Research and Consumer insight • 3. Creative Department • Creating actual campaign • 4. Media Planning Department • Connecting the Audience with Media • 5. Trafffic Department • Ensuring everything happens

  5. General Technique’s in Advertising • There are thousands of Advertising Techniques, I will go over: • Branding • Marketing • Placement in Media

  6. Branding • “A collection of perceptions in the mind of the consumer” (Danesi) • Branding helps create an emotional connection between the consumer and the product • Logos • Visual Advertising Symbols that become closely associated with product • Example: the Fed Ex arrow, Wendy’s Girl • Brand Names: • Allow consumers to identify products • Example: Kleenex, Kelloggs

  7. Marketing • Marketing is how you get your brand message to your audience • Marketing Strategy: the 4 P’s • Product • Price • Place • Promotion • Market Research • It is important to understand your target audience or the people who will be willing to buy your product • Example: If your product is Miley Cyrus Tickets, your target audience would be early teens and their parents.

  8. Placement in Media • After you have found your Target Audience it is crucial that one finds a medium that will reach the audience. • There are Five “traditional” media choices • TV • Radio • Paper • Magazine • Outdoor (billboards) • Now there is also the Internet

  9. Advertising in Society • We are exposed to 3000 ads a day which leads to Clutter and Saturation • Some also argue ads create increased materialism and Neomania (an insatiable appetite for new objects of consumption, whether or not they are needed) • Some Ad Campaigns like Dove’s “evolution” address this: Dove's Evolution

  10. Advertising in Society • Advertising also educates society on new products • Advertising can boost the economy • Some Ads are can be emotional and evoke positive changes • Animal rights, Asking for Donations

  11. Conclusion • Advertising Agencies are made up of 5 departments, each with a specific job • There are several Advertising techniques some that are most important are • Branding, Marketing, and Placement • Advertising can cause clutter, and neomania • Advertising can also educate and boost economic growth

  12. References • Carter McNamara. “Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales.” http://managementhelp.org/ad_prmot/defntion.htm • Danesi, Marcel. Why it Sells. Maryland: Rowman&Little Field, 2008. Print. • Lake, Laura. "What is Branding and How important is it to your Marketing Strategy?" Marketing. About.com. Web. 9 Nov. 2009. • Tellis, Gerard J. Effective Advertising. California: SAGE, 2004. Print.

More Related