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Advertising includes: • the name of a product or service • how that product or service could benefit 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, and approves the ad plan • hires the agency
Advertising Functions • To encourage, persuade, or manipulate an audience. • To identify products and differentiate them from others. (branding) • To communicate information. • To induce consumers to try new products • 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. It led to the booming mail -order catalogue market, all aimed at moving goods as rapidly and efficiently from stores to consumers.
20 th Century Advertising • Advertising and Marketing increased in the 20 th century. • Groundbreaking innovations in the Media sector, growing markets, changing consumer habits and users’ increasing technical skills are the characteristics of the 20 th century advertising.
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, Web popes, Bus stop benches, Human billboards…
Television • The TV commercial is generally considered the most effective mass-market advertising format. • It is reflected by the high prices TV networks charge for commercial airtime during popular TV events.
Radio advertising • Radio advertising is a form of advertising via the medium of radio. • Airtime is purchased from a station or network in exchange for airing the commercials.
Press Advertising • It describes advertising in a printed medium such as a newspaper, magazine, or trade journal. • It allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a
Online advertising • It is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers.
Billboards Advertising • They are large structures located in public places which display advertisements to passing pedestrians and motorists. • They are located on main roads with a large amount of passing motor and pedestrian traffic.
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.
Covert advertising Also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media.
Celebrity Advertising It focuses upon using celebrity power, fame, money, and popularity to gain recognition for their products and promote specific stores or products.