ADVERTISING Advertising includes the name of a product

ADVERTISING

Advertising includes: • the name of a product or service • benefit to the consumer.

Advertiser: • 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, • approves the ad plan • hires the advertising agency

Advertising Functions • To encourage, persuade, or manipulate an audience to try new products or services. • To identify products and differentiate them from others. (branding) • To build brand awareness, preference and loyalty.

History Egyptians used papyrus to make sales messages and wall posters. Commercial messages have been found in the ruins of Pompeii and ancient Arabia.

Middle Ages Since there was so many illiterate people in Middle Ages, they used signs and images for: shoemaker, tailor or blacksmith.

Industrial Revolution Advertising Rapid improvements in transportation, warehousing, shipping, and in record-keeping and bookkeeping – led to the booming mailorder catalogue market, all aimed at moving goods as rapidly and efficiently from stores to consumers.

20 th Century Advertising Rapid increase: • innovations, • growing markets, • changing consumer habits • users’ increasing technical skills

Advertising Objectives comprise the communication tasks to be accomplished with specific customers that a company is trying to reach during a particular time frame: Trial Continuity Brand switching Switchback

Trial • The purpose is to encourage customers to make an initial purchase of a new product. It is needed because without that first trial of a product by customers, there will not be any repeated purchases.

Continuity • is a strategy to keep current customers using a particular product. • Existing customers are targeted and are usually provided new and different information about a product that is designed to build consumer loyalty.

Brand switching • Companies adopt it as an objective when they want customers to switch from competitors' brands to their brands. • A common strategy is to compare product price or quality in order to convince customers to switch to its product brand.

Switchback • Companies subscribe to it when they want to get back former users of their product brand. • A company might highlight new product features, price reductions, or other important product information in order to get former customers of its product to switchback.

Truth or Lie Advertisement is not obliged to tell the whole story about the product, advantages and disadvantages so the advertisers do not always tell the whole truth.

Types of Advertising

Two main categories: üConsumer advertising (direct advertising) directed to the ultimate purchaser; üTrade advertising (indirect advertising) - through trade journals and other media

Media in Advertising

Wall paintings, Billboards, Printed flyers, Radio, cinema and television adverts, Web banners, Mobile telephone screens, Shopping carts, Bus stop benches, Human billboards…

Television • The TV commercial - the most effective massmarket advertising format. • Reflected by the high prices TV networks charge for commercial airtime during popular TV events.

Radio advertising • A form of advertising via radio. • Airtime is purchased from a station or network in exchange for airing the commercials.

Press Advertising • Advertising in a printed medium: a newspaper, magazine, or trade journal. • Allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service.

Online advertising • A form of promotion using the Internet and WWW for delivering marketing messages to attract customers.

Billboard advertising

Billboards Advertising • Large structures located in public places which display advertisements to passing pedestrians and motorists.

Mobile Advertising • They are generally vehicle mounted billboards or digital screens on dedicated vehicles built solely for carrying advertisements along routes previously selected by clients. • They can also be speciallyequipped cargo trucks or, in some cases, large banners strewn from planes.

In-store Advertising • In-store advertising is any advertisement placed in a retail store.

Celebrity Advertising Focuses upon using celebrity power, fame, money, and popularity to gain recognition for their products and promote specific stores or products.