ADVERTISING ADVERTISING A paid form of communication delivered

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ADVERTISING

ADVERTISING

ADVERTISING A paid form of communication delivered to the consumers by a product maker

ADVERTISING A paid form of communication delivered to the consumers by a product maker or seller.

EFFECTIVE ADVERTISING HAS 4 COMPONENTS AIDA v. Attraction – the ad catches the attention

EFFECTIVE ADVERTISING HAS 4 COMPONENTS AIDA v. Attraction – the ad catches the attention of the intended consumer v. Interest – the ad holds the interest of the consumer long enough to present the message v. Desire – the ad’s message makes the consumer want the product v. Action – the consumer is motivated to buy the product

ADVERTISING - MAIN GOALS Aligned with components: v. Draw attention v. Create awareness v.

ADVERTISING - MAIN GOALS Aligned with components: v. Draw attention v. Create awareness v. Build enthusiasm v. Drive demand

WHAT IS AN ADVERTISING Advertising. CAMPAIGN? campaigns are a group of: v. Advertisements v.

WHAT IS AN ADVERTISING Advertising. CAMPAIGN? campaigns are a group of: v. Advertisements v. Commercials v. Related Promotional Material v. Activities designed as part of a coordinated plan to meet specific goals.

CAMPAIGN VIDEO Be Remarkable - Purple Cow - Seth Godin

CAMPAIGN VIDEO Be Remarkable - Purple Cow - Seth Godin

COMPONENTS OF INTEGRATED AD CAMPAIGN v. Determine theme v. Identify the target audience v.

COMPONENTS OF INTEGRATED AD CAMPAIGN v. Determine theme v. Identify the target audience v. Determine objectives v. Establish the budget v. Develop the message v. Select the media v. Evaluate the campaign

PROJECT LAB Work with a partner or v. FDA - The Real Cost individually

PROJECT LAB Work with a partner or v. FDA - The Real Cost individually Choose a high profile ad v. Always – Like A Girl campaign-examples are v. Coke- Taste the Feeling listed v. Pepsi- The Pepsi Generation Research the campaign v. Dove – Real Beauty Prepare a PPT v. Nike- Just Do It presentation which v. Mc. Donalds- Choose Love includes: Company Campaign Theme History (dates) Cost of Campaign Other promotional items used during the campaign *Include Pictures/Videos v. National Dairy Association- Got Milk? v. Capital One- What’s In Your Wallet? v. GEICO-Hump Day

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