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Transcript of Advertising informs.
That's all it can do and should do Against! Nonpersonal communication
to group rather than individuals Definition Advertising- is the structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. Main components Information
Persuasive in nature
Identified sponsors Inform- inform someone of the facts Definition Can do- Advertising can informs. However, Advertising not only informs, it also has the function of persuasive and reminder. Definition Advertising-Can do Informative Persuasive Reminder To communicate product information To differentiate the product from their competitors
To urge product used
To expand the product distribution To increase brand preference and loyalty Should do- What advertising should do depends on the product nature and the needs of consumer. Definition Our Flow Advertising can do a.Informative b.Persuasive c.Remind The effect of hierarchy What advertising should do? Conclusion Q&A depends on
needs of customers According to Wood,
"Advertising is causing to know to remember, to do." Informative advertising 1. Educating consumers on the nature and
benefits of products
2. Educating potential customers of services
3. Constructing image and impression for the
brand Goals of Informative advertising What it does:
Factual data is given, tell customers what does offer, what does not Informative advertising What it gives:
a firm reputation of the product quality and strengths It relies on the strength of product features to encourage consumers’ to make purchases. Informative advertising Comparison, decision process is left to the customer Examples of Informative advertising Examples of Informative advertising
is advertising that tries to persuade consumers to purchase a product. The adverts often use images, humour or celebrities as a means of promoting the product. Persuasive advertising Persuasive Advertising key: Persuasive advertising learn your potential customers' needs convince them you can satisfy Persuasive advertising Major differences Informative advertising Persuasive advertising WHAT HOW Provide factual data about
product’s nature and functions. Present facts in a formal manner
e.g findings Hide the negative sides
only emphasize the strength
and benefits of the product
feature Present in an appealing way
e.g images, humors, celebrities Two approaches to persuasive advertising 1.Convey the perception that consumer will experience some benefits as illustrated in the ads.
2.Focus on specific benefits of the product that is hard to find elsewhere. Examples of persuasive advertsing Toothpaste:Darlie keeping fit product and course: perfumes and colognes (D&G; Dior) Sport (Nike) Clothing(Kohl’s) focus on specific benefits of the product
convey that a given product provides that benefit in a way that is hard to find elsewhere Another approach to persuasive advertising Different from informative advertising: shortcomings are hidden Essential shampoo Examples of Persuasive advertising Extra Sugar free chewing gum BK Super Seven Incher burger of burger king Le Prestige a type of advertising designed to remind customers that an existing or well-known product is still available and for sale Definition of advertising reminder To remind consumers of the benefits of a product or service, or of their current need for those benefits
To ensure that people remember the product
Tempted to just buy a little bit more of it Advertising reminder Examples of Reminder Yakult Coca cola a memorable phrase or slogan used in commercials and campaign
viewers remember them, associate with it and the product, and the next time they're out shopping, they're tempted to buy it Slogan Adidas Mcdonald’s The Advertising Pyramid
/Effect of Hierarchy (cc) image by rocketboom on Flickr (cc) image by quoimedia on Flickr Action Audience: mass audience Unaware of the object
Get customer’s attention
E.g.name recognition , simple messages Awareness Audience: a percentage of people
Stimulate the prospect’s interest Comprehension Audience: a group of people aware
a group of people believe Conviction To develop conviction
To build credibility for the product claims Audience: small number of people
Desire for the product after being convinced
Take action Desire & Action Informative How the functions work? Persuasive Reminder Works in 3 dimensions The Advertising Pyramid/ Effect of Hierarchy time dollars people Especially for new products
Represent the learn-feel-do model Cadbury Dairy Milk ADs It depends on What advertising should do Product nature a.Government notice,NGO ads
c. Existing brand
d. Tobacco & pharmaceuticals Needs of consumer a. Want to know about the product
c. Stimulation Government notice, NGO ads (informative) Product nature WWF Commercial (persuasive) Product nature watson Existing brand (Reminder) Product nature coca-cola (11) coca-cola (06) Tobacco& pharmaceuticals(Informative) Product nature Want to know about the product (informative) Needs of consumer Galaxy Reinforcement Needs of consumer Burberry Elegant is an attitude Needs of consumer need stimulation Needs of consumer Halloween Conclusion INFLUENCE
behave or believe as the advertiser wishes
purchase (idea/service/product) Inform-functional approach
telling the truth
raising the awareness
offering information Functional approach Move-emtional approach
by persuasion, identification
create desire Emotional approach Ultimate goal
influences behavior=purchase McCann- The truth well told Q&A section Q.1 As a customer,
do you think micro movies are good adverting? Q.2 If you are asked to help Cannon to promote the new digital camera, informative advertising, persuasive advertising or reminder, which one do you prefer?