What is Advertising Introduction to Creating an Advertisement

What is Advertising? Introduction to Creating an Advertisement Campaign

Objective �Students will understand the background, definition, and growing importance of advertising in a global society.

Advertising Overview �Advertising is everywhere. Newspaper Television Radio Billboards Magazines Sides of City Buses

Purposes for Advertising �To get or win over new customers �To increase use of products and services among existing customers �To help potential customers make a choice among competing brands

Growing Importance of Advertising �We see 100’s of ads. Every day. �Consciously or subconsciously advertisements have tremendous effect. �Advertising can not only change buying decision but also changes mindset & attitude of people. �Advertising reflects the culture of a nation. �Advertising & culture both affect each other. �Advertising industry also supports media industry.

Growing Importance of Advertising �In fact media survives on advertising because they go hand in hand. �Advertising can be used as an effective tool for a social cause. �Advertisement also help in spreading information about new technology & innovations �Advertising in today’s world is not for spreading brand awareness but also shows us where we stand in the world today.

Advertising Definition �“Advertising is the non - personal communication of information usually persuasive in nature about products, services or ideas by identified sponsors through the various media. ” �Advertising tells people about a product or service and it usually focuses on the good parts of it in an effort to get people to buy it.

Six Elements of Advertising �It is a paid form of communication. �The sponsor is identified. �Most advertising tries to persuade or influence consumers to do something, though in some cases, it is merely to make consumers aware of product or company. �Message is conveyed through different types of media. �Advertising makes message reach large audience of potential consumers. �Advertising is a form of mass communication therefore it is non- personal.

Methods of Advertisement �Personal Buyer and seller interact and discuss potential sell. �Non-Personal Buyer is approached through some form of media.

Advantages of Non-Personal Advertising �Seller has time to discuss everything about the product. �Buyer has time to ask questions, get answers & examine evidence against or for the product. �Seller can see the person whom product is being sold. �Seller can envision the person to whom he/she is selling the product. �Seller can easily locate potential buyers.

Disadvantages of Non-Personal Advertising �It is expensive being labor intensive. �Time consuming.