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1、1-1英文版广告学原理与实务课件11-2Key PointsDefine advertising and explain its key componentsDiscuss the roles and functions of advertising within society and businessIdentify the key players and their roles in creating advertisingExplain the different types of advertisingSummarize the characteristics of effectiv
2、e advertising and explain why it is always goal directedAnalyze the changes affecting the advertising industry1-3Defining Modern AdvertisingAdvertising is paid persuasive communicationUses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audienceFive bas
3、ic components:Paid communicationSponsor is identifiedTries to persuade or influenceReaches a large audienceConveyed through impersonal mass media1-4Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaThe logic and planning behind the adAdvertisers develop ads to meet objectivesAdvertisers
4、direct ads to identified audiencesAdvertisers create messages that speak to the audiences concernsAdvertisers run ads in the most effective media1-5Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaThe central idea that grabs the consumers attentionCreativity drives the entire field of a
5、dvertising1-6Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaEffective ads adhere to the highest production values in the industryClients demand the best production the budget allows1-7Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaCommunication channels that reach a bro
6、ad audienceHow to deliver the message is just as important coming up with the creative idea of the message1-8Roles of AdvertisingMarketingCommunicationEconomicSocietalThe process a business uses to satisfy consumer needs by providing goods and servicesProduct categoryTarget marketMarketing mixBrand1
7、-9Roles of AdvertisingMarketingCommunicationEconomicSocietalCan reach a mass audienceIntroduces productsExplains important changesReminds and reinforcesPersuades1-10Roles of AdvertisingMarketingCommunicationEconomicSocietalMoves from being informational to creating demandAdvertising is an objective
8、means for providing price-value information,thereby creating a more rational economy1-11Roles of AdvertisingMarketingCommunicationEconomicSocietalInforms consumers about innovations and issuesMirrors fashion and design trendsTeaches consumers about new products Helps shape consumer self-imagePerpetu
9、ates self-expression1-12The Functions of AdvertisingBuilds awareness of products and brandsCreates a brand imageProvides product and brand informationPersuades peopleProvides incentives to take actionProvides brand remindersReinforces past purchases and brand experiences1-13The Key PlayersAdvertiser
10、(client)AgencyMediaSupplierAudienceUses advertising to send out a message about its productsInitiates the advertising effort by identifying a marketing problemApproves audience,plan and budgetHires the advertising agency1-14The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceHas strategic an
11、d creative expertise,media knowledge,workforce talent,and negotiating abilitiesAdvertising departmentIn-house agency1-15The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceThe channels of communication that carry the message to the audienceAre also companies or huge conglomeratesMass media a
12、dvertising can be cost effective because the costs are spread over the large number of people the ad reaches1-16The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceAssist advertisers,agencies,and the media in creating and placing the adsVendor services are often cheaper than those in-house1-
13、17The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceThe desired audience for the advertising messageData-gathering technology improves accuracy of information about customersAdvertisers must recognize the various target audiences they are talking to and know as much about them as possible1
14、-18Types of AdvertisingBrand advertisingRetail or Local advertisingDirect-Response advertisingBusiness-to-Business advertisingInstitutional advertisingNonprofit advertisingPublic Service advertising1-19What Makes an Ad Effective?1.If it creates an impression for a product or brand2.If it influences
15、people to respond in some way3.If it separates the product or brand from the competition in the mind of the consumer1-20What Makes an Ad Effective?Effective advertising messages will achieve the desired impact(objective)on the target audienceAward ShowsEFFIES,AME,IPAJudge effectivenessCLIOS,One Show
16、,CannesJudge creative ideasNot all award-wining ads are effective1-21The Evolution of AdvertisingAge of PrintIndustrial Revolution and Emergence of Consumer SocietyModern Advertising EraAccountability Era1-22The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationEle
17、ctronic media are changing the media landscapeNew media are more personal and interactive1-23The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationThe practice of unifying all marketing communication tools so they send a consistent,persuasive message1-24The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationIncreasing globalization of marketing programsAdvertisers are moving into global markets and agencies are forming huge multinational operations1-25此此课课件下件下载载可自行可自行编辑编辑修改，修改，仅仅供参考！供参考！感感谢谢您的支持，我您的支持，我们们努力做得更好！努力做得更好！谢谢谢谢