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Transcript of LS126 Advertising
communication task to be attained
with a target audience in a period of time To provide information
Used especially in introducing a new product
In this objective, PRINT MEDIA is superior to TV To INFORM DEFINITIONS OF ADVERTISING 5 M's of Advertising Developing an Advertising Campaign Trends and Types of Media Relevance to LS Enterprise 1.) Set the advertising objectives
2.) Define the target market
3.) Determine the advertising budget Types of Advertising "The need to address a particular element in the marketing mix calls for specific types of advertising methods in order to aptly reach and connect with the desired target market." Online Technology i.e., Social Networks and Communities Mini-Series and Storyboard Installments as Contemporary Advertising Trend Below-the-line advertising
Bazaars & conventions - flyers & paraphernalias
Outdoor ads - tarpaulins & streamers INFORMATIVE Mission
Measure Direct Marketing
Personal & direct emails
Online advertisements - social network What are the objectives?
What is the key objective?
How much is it worth to reach my objectives?
How much can be spent?
What message should be sent?
Is the message clear and easily understood?
What media vehicles are available?
What media vehicles should be used?
How should the results be measured?
How should the results be evaluated and followed up? Launch Phase
Aggressive advertising campaign Expansion Phase
Continuous for sustainability To PERSUADE 4.) Determine the key advertising message
5.) Decide which media to use
6.) Plan campaign timing
7.) Evaluate the results of the campaign. What do you want to happen? Fewer Ads with Celebrities Comparison Advertising Takes Hold Message Less Glitz Advertising To REMIND PERSUASIVE COMPETITIVE REMINDER REINFORCEMENT - Meaningful PIONEERING DEFENSIVE HOW DID IT START? Ancient Advertising 1.Advertising dates back to very early civilizations.
2.Egyptians used papyrus for their sales messages and wall posters.
3.Ruins of Pompeii and ancient Arabia showed commercial messages and political campaigns.
Why: to convey specific messages.
Where: much of the wall painting that is still around today can be described as advertising.
What: These wall paintings are possibly the oldest forms of billboard advertising and the first type of advertising that was used among learned civilizations. Middle Ages
1.During the Middle Ages, many of the people could not read or write.
2.If a sign said a word, it would not effectively display a message because people could not understand it.
3.This is where image advertising became very common.
Why: to direct people to locations for services.
How: for example, a store with fruits and vegetables would have a sign with a picture of fruits and vegetables.
What: Often, the shop owners used street callers to announce their presence to the people on the street. It worked as a form of word of mouth advertising.
MIDDLE AGES NEWS ADS 1.When society became more advanced and learned, ads began to develop as well.
2.Soon printed ads began to appear.
3.During the 17th century, ads began to appear in newspapers.
What: Most of the early ads promoted books and medicine and it was not surprising that false advertising quickly caught on and created problems. Soon there were regulations in place for ads.
PROGRESSION 1.As advertising progressed it ventured into other forms.
2.It appeared in other Medias besides the newspaper.
3.Print mail became a popular method for advertising.
4.The radio also started introducing ads.
What: From here other ads stemmed and we have several different forms, including the many types we have today.
To remind customers a product they might otherwise overlook
For mature products To persuade customers to buy a particular brand
Shows distinctive features of the brand
Minimal text - Believable Distinctive - Guessing Game ! Think outside the bun The happiest place on earth Possible Objectives To create awareness
To remind customers
To reassure customers
To promote ideas/causes
To encourage trial To increase market share
To differentiate from competitors
To build brand loyalty
To encourage brand switching
To change attitudes Think different. Be the first to know Never hide
Advertising is the nonpersonal communication of information usually paid for and persuasive in nature about products, services, or ideas by identified sponsors through the various media
a. nonpersonal e. persuasive
b. comunication f. products, services
Sound and Sight or ideas
c. information g. identified sponsors
d. paid for h. various media