Chapter 3 ppt

types of advertising
In marketing, type of advertising refers to the primary “focus” of the message being sent and falls into one of the following four categories: Product-Oriented Advertising, which clearly promote a specific product to a targeted audience. Image advertising, which is undertaken primarily to enhance an organization’s perceived importance to a target market. Advocacy Advertising, which is intended to communicate a viewpoint about a controversial topic relating to the social, political, or economic environment. Public Service Advertising, whose message concerns an issue viewed as for the “greater good” of society.
Advertising vs. Publicity (1)
• “Advertising you pay for, publicity you pray for.” • Both advertising and publicity are very effective methods to promote and create positive awareness for a product, but there is a clear difference between the two: • Advertising is something you get by paying for it. Publicity however, is something you hope you'll get. • In other words, advertising is content you pay for (radio, TV, newspaper, banner advertising, etc). Publicity on the other hand, refers to free content about you and your company that appears in the media.
• Do you agree with the above statement? Why or why not?
A guessing game
What are they?
• Shampoo, a Spanish supermarket, Sony Micro Vault Tiny (USB flash disk )
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Advertising – media
• The media used by advertisers are many and various, including : radio, directories, exhibition, mail shots, public transport, billboards, poster, cinema, TV, leaflets, etc. • There is a major cultural shift occurring in how people use media for entertainment, news and information. Many traditional media outlets, such as newspapers and major commercial television networks, are seeing their customer base eroded by the emergence of new media outlets.
• The Internet has become the major driver of this change. For marketers these new technologies should be monitored closely as they become accepted alternatives to traditional media outlets. While these technologies are currently not major outlets for advertising, they may soon offer such opportunity.
Advertising vs. Publicity (2)
• Advertising is something you get by paying for it. Publicity, however, is something you hope you'll get. It's what others say about you. • Publicity can result when an article you write is published, or when information you give to an editor convinces him/her to feature a story about you or is based on a publicity release issued by a Public Relations firm you have retained. Over time, these stories help create a favorable impression of your product or services.
Two pre-reading questions
• Please look at the title of the text: The Dilemma of Creative Advertising In your opinion: • What is creative advertising? • What may be the dilemma of creative advertisers?
• As these technologies gain momentum and move into mainstream acceptance marketers may need to consider shifting advertising spending. Marketers should also be aware that new media outlets will continue to emerge as new applications are developed. The bottom line for marketers is they must stay informed of new developments and understand how their customers are using these in ways that may offer advertising opportunities.
• • • • What is advertising? What are the main functions of advertising? What are the different types of advertising? What the traditional media used by advertisers? Are there any new options? • What is difference between advertising and publicity?
Advertising-definition
• By definition, advertising refers to the nonpersonal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement.
Chapter 3 Advertising and Publicity
A warmer
• “Advertising is the greatest art form of the twentieth century.” --- Marshall McLuhan (1911-1980),Canadian author
– At the beginning of production, advertising will inform people what a product is like, where they can get it and how much it costs. – Later, it is necessary to persuade the people to keep on buying or attract new customers to buy.
Reading for gist
advertising - main functions
• The core functions of advertising can be briefly summarized as follows: to persuade customers to buy a certain product by getting their attention.