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1、Introduction to AdvertisingPart 1:FoundationsChapter 11-2Chapter OutlineI.Chapter Key PointsII.What is Advertising?III.Roles and Functions of AdvertisingIV.The Key PlayersV.Types of AdvertisingVI.What Makes an Ad Effective?VII.The Evolution of AdvertisingVIII.The Current Advertising Scene1-3Key Poin
2、tsDefine 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 effective advertising and explain wh
3、y it is always goal directedAnalyze the changes affecting the advertising industry1-4Defining Modern AdvertisingAdvertising is paid persuasive communicationUses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audienceFive basic components:Paid communica
4、tionSponsor is identifiedTries to persuade or influenceReaches a large audienceConveyed through impersonal mass media1-5Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaThe logic and planning behind the adAdvertisers develop ads to meet objectivesAdvertisers direct ads to identified aud
5、iencesAdvertisers create messages that speak to the audiences concernsAdvertisers run ads in the most effective media1-6Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaThe central idea that grabs the consumers attentionCreativity drives the entire field of advertising1-7Key Concepts of
6、 AdvertisingStrategyCreative ideaExecutionMediaEffective ads adhere to the highest production values in the industryClients demand the best production the budget allows1-8Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaCommunication channels that reach a broad audienceHow to deliver th
7、e message is just as important coming up with the creative idea of the message1-9Roles of AdvertisingMarketingCommunicationEconomicSocietalThe process a business uses to satisfy consumer needs by providing goods and servicesProduct categoryTarget marketMarketing mixBrand1-10Roles of AdvertisingMarke
8、tingCommunicationEconomicSocietalCan reach a mass audienceIntroduces productsExplains important changesReminds and reinforcesPersuades1-11Roles of AdvertisingMarketingCommunicationEconomicSocietalMoves from being informational to creating demandAdvertising is an objective means for providing price-v
9、alue information,thereby creating a more rational economy1-12Roles of AdvertisingMarketingCommunicationEconomicSocietalInforms consumers about innovations and issuesMirrors fashion and design trendsTeaches consumers about new products Helps shape consumer self-imagePerpetuates self-expression1-13The
10、 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 experiences1-14The Key PlayersAdvertiser(client)AgencyMediaSupplier
11、AudienceUses advertising to send out a message about its productsInitiates the advertising effort by identifying a marketing problemApproves audience,plan and budgetHires the advertising agency1-15The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceHas strategic and creative expertise,media
12、knowledge,workforce talent,and negotiating abilitiesAdvertising departmentIn-house agency1-16The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceThe channels of communication that carry the message to the audienceAre also companies or huge conglomeratesMass media advertising can be cost effe
13、ctive because the costs are spread over the large number of people the ad reaches1-17The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceAssist advertisers,agencies,and the media in creating and placing the adsVendor services are often cheaper than those in-house1-18The Key PlayersAdvertiser
14、(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 possible1-19Types of AdvertisingBran
15、d advertisingRetail or Local advertisingDirect-Response advertisingBusiness-to-Business advertisingInstitutional advertisingNonprofit advertisingPublic Service advertising1-20What Makes an Ad Effective?1.If it creates an impression for a product or brand2.If it influences people to respond in some w
16、ay3.If it separates the product or brand from the competition in the mind of the consumer1-21What Makes an Ad Effective?Effective advertising messages will achieve the desired impact(objective)on the target audienceAward ShowsEFFIES,AME,IPAJudge effectivenessCLIOS,One Show,CannesJudge creative ideas
17、Not all award-wining ads are effective1-22The Evolution of AdvertisingAge of PrintIndustrial Revolution and Emergence of Consumer SocietyModern Advertising EraAccountability Era1-23The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationElectronic media are changing
18、the media landscapeNew media are more personal and interactive1-24The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationThe practice of unifying all marketing communication tools so they send a consistent,persuasive message1-25The Current Advertising SceneExpanded
19、viewIntegrated Marketing CommunicationGlobalizationIncreasing globalization of marketing programsAdvertisers are moving into global markets and agencies are forming huge multinational operationsAdvertisings Role in MarketingPart 1:FoundationsChapter 21-27Chapter OutlineI.Chapter Key PointsII.What is
20、 Marketing?III.The Key Players and MarketsIV.The Marketing ProcessV.How Agencies WorkVI.International MarketingVII.The Dynamics of Modern Marketing1-28Key PointsDefine the role of advertising within marketingExplain how the four key concepts in marketing relate to advertisingIdentify the key players
21、 in marketing and how the organization of the industry affects advertisingList and explain the six critical steps in the marketing processSummarize the structure of the advertising agency industryAnalyze the changes in the marketing world and what they portend for advertising 1-29What is Marketing?T
22、he way a product is designed,tested,produced,branded,packaged,priced,distributed,and promoted1-30Key Concepts in MarketingThe marketing conceptExchangeBrandingAdded valueMarketing should focus first on identifying the needs and wants of the customerTo compete effectively,marketers must focus on the
23、customers problems and try to develop products to solve them1-31Key Concepts in MarketingThe marketing conceptExchangeBrandingAdded valueThe act of trading a desired product or service to receive something of value in returnMoney is exchanged for goods1-32Key Concepts in MarketingThe marketing conce
24、ptExchangeBrandingAdded valueThe process of creating a distinctive and special meaning for a productBrand equity is reputation,meaning,and value that the brand name or symbol has acquired over time1-33Key Concepts in MarketingThe marketing conceptExchangeBrandingAdded valueA marketing or advertising
25、 activity makes a product more valuable,useful,or appealing1-34The Key Players and MarketsThe marketerSuppliers and vendorsDistributors and retailersThe organization,company,or manufacturer producing the product and offering it for saleThe advertiser or client(from the agencys point of view)1-35The
26、Key Players and MarketsThe marketerSuppliers and vendorsDistributors and retailersOther companies that manufacture the materials and ingredients used in producing the product1-36The Key Players and MarketsThe marketerSuppliers and vendorsDistributors and retailersVarious companies that are involved
27、in moving a product from its manufacturer to the buyer1-37Types of MarketsMarketWhere the exchange between buyer and seller takes placeA particular type of buyerMarket shareThe percentage of the total market in a product category that buys a particular brandConsumerBusiness-to-businessInstitutionalC
28、hannel1-38Types of MarketsConsumerBusiness-to-business(Industrial)InstitutionalChannel1-39The Marketing Process1.Conduct research and develop a situation analysis2.Set objectives for the marketing effort3.Assess consumer needs and wants4.Differentiate and position the product5.Develop the marketing
29、mix strategy6.Evaluate the effectiveness of the strategy1-40Marketing Mix StrategiesProductPlacePricePromotionThe product is both the object of the advertising and the reason for marketingProduct categoryA class of similar products1-41Marketing Mix StrategiesProductPlacePricePromotionThe channels us
30、ed in moving the product from manufacturer to buyer1-42Marketing Mix StrategiesProductPlacePricePromotionBased on the cost of making and marketing the product and on expected profitCustomaryPsychological1-43Marketing Mix StrategiesProductPlacePricePromotionUse face-to-face contact between marketer a
31、nd prospective customerUsed to create immediate sales1-44How Agencies WorkFull-Service AgenciesInclude the four major staff functionsAccount managementCreative servicesMedia planning and buyingAccount planningAlso have accounting,traffic,production,and HR departmentsSpecialized AgenciesSpecialize in
32、 certain functions,audiences,industries or marketsCreative boutiqueMedia-buying services1-45How Agencies WorkAccount ManagementActs as a liaison between the client and the agencyResponsible for interpreting the clients marketing strategyCreative DevelopmentPeople who writePeople who design ideas for
33、 ads and commercials People who convert these ideas into commercials1-46How Agencies WorkMedia Planning/BuyingRecommends to the client the most efficient means of delivering the messageResponsible for buying,planning,and researchAccount PlanningGathers all information on the market and consumers and
34、 acts as the voice of the consumerPrepares comprehensive recommendations1-47How Agencies WorkInternal Agency ServicesTraffic departmentPrint production departmentRevenues and ProfitsCommissionFeeRetainer1-48International MarketingAn international brand is available virtually anywhere in the worldThe
35、 shift requires new tools for advertisers,including one language,one control mechanism,and one strategic planThe choice of an agency depends on the decision to standardize messages or localize them to accommodate local cultures1-49The Dynamics of Modern MarketingIntegrated marketingAll areas of the
36、marketing mix work closely together to present the brand in a coherent and consistent wayRelationship marketingMarketing that considers all the firms stakeholdersPermission marketingInviting prospective customers to self-select into a brands target market in order to receive marketing communicationA
37、dvertising and SocietyPart 1:FoundationsChapter 31-51Chapter OutlineI.Chapter Key PointsII.Advertisings Social RoleIII.Review and Regulation of AdvertisingIV.Advertisings Regulatory EnvironmentV.Media Review of AdvertisingVI.Self-RegulationVII.Advertising EthicsVIII.Determining What is Ethical1-52Ke
38、y PointsDiscuss the shape-versus-mirror debateAnalyze the legal topics that guide advertising practiceList the key regulatory agencies and their responsibilitiesExplain the way the advertising industry regulates itselfCritique the key ethical issues that challenge the practice of advertisingOutline
39、three ways to determine if an advertising decision is ethical1-53Advertisings Societal RoleDoes advertising create a materialistic culture or does it simply reflect it?Critics believe that advertising has the power to shape social trends and the way people think and actAdvertising professionals beli
40、eve advertising mirrors values rather than sets themAdvertising can potentially shape and mirror values1-54Review and Regulation of AdvertisingCopyright ProtectionTrademarkCopyrightFirst AmendmentCommercial speechOnly truthful commercial speech is protected,not misleading or deceptive statements1-55
41、Advertisings Regulatory EnvironmentFederal Trade CommissionRegulating deceptionRegulating substantiationRemedies for deception and unfair advertisingDeceptive advertising misleads customers by making claims that are false1-56Advertisings Regulatory EnvironmentFederal Trade CommissionRegulating decep
42、tionRegulating substantiationRemedies for deception and unfair advertisingThe advertiser should have a reasonable basis for making a product claim1-57Advertisings Regulatory EnvironmentFederal Trade CommissionRegulating deceptionRegulating substantiationRemedies for deception and unfair advertisingC
43、onsent DecreesCease-and-Desist OrdersCorrective AdvertisingConsumer RedressAdvertising Agency Legal Responsibility1-58Advertisings Regulatory EnvironmentFood and Drug AdministrationOversees package labeling,ingredient listings,and advertising for food and drugsWatchdog for drug advertisingFederal Co
44、mm.CommissionCan issue and revoke licenses to broadcasting stationsCan ban messages that are deceptive or in poor taste1-59Advertisings Regulatory EnvironmentOther Regulatory BodiesBureau of Alcohol,Tobacco,and FirearmsU.S.Postal ServiceStates Attorneys GeneralInternational RegulationsMarketing prac
45、tices vary in legal and regulatory restrictionsInternational advertisers should have someone in the country who knows the local laws1-60Media Review of AdvertisingThe media attempts to regulate advertising by screening and rejecting adsThe First Amendment gives any publisher the right to refuse to p
46、ublishThe Advertising Review Council designed the standards and guidelines used by major television networks1-61Self-RegulationSelf-disciplineIndustry self-regulationSelf-regulation with outside helpMost advertisers and agencies have in-house review proceduresEvery element of a proposed ad should be
47、 evaluated by an in-house committee or lawyers1-62Self-RegulationSelf-disciplineIndustry self-regulationSelf-regulation with outside helpNational Advertising Review CouncilNational Advertising DivisionNational Advertising Review BoardNegotiates voluntary withdrawal of deceptive advertising1-63Self-R
48、egulationSelf-disciplineIndustry self-regulationSelf-regulation with outside helpLocal GroupsConsumer Groups1-64Advertising EthicsA set of moral principles that guide actions and create a sense of responsible behaviorSix key issuesPoor taste and offensive advertisingStereotypingBody and self imageTa
49、rgeting childrenMisleading claims and other message strategiesControversial products1-65Advertising EthicsPoor Taste/OffensiveAdvertisers and media outlets must try to be sensitive to consumer objectionsCreating guidelines for good taste is difficultSex in advertisingReinforcing StereotypesDiversity
50、 IssuesGender RolesRacial and Ethnic StereotypesSenior Citizens1-66Advertising EthicsBody and Self ImageSelf-image advertising can contribute to self-improvementCan also lead to dangerous practicesAdvertising mirrors and shapes the standard of attractivenessChildrenOne of the most controversial topi