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Introduction to advertising & integrated marketing communication

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“Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.”
The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives.

Published in: Marketing
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Introduction to advertising & integrated marketing communication

  1. 1. Introduction to Advertising Prepared By Nijaz N
  2. 2. Defining Modern Advertising • Advertising is paid persuasive communication • Uses non-personal mass media to reach broad audiences to connect an identified sponsor with a target audience. • According to American Marketing Association:  “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor.” 2
  3. 3. • Advertising includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular BRAND. • Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. 3
  4. 4. Five basic components: 1. Paid communication 2. Sponsor is identified 3. Tries to persuade or influence 4. Reaches a large audience 5. Conveyed through impersonal mass media 4
  5. 5. Basic Functions Of Advertising: 1. Inform Function 2. Persuasive Function 3. Reminder Function The Functions of Advertising 1. Builds awareness of products and brands 2. Creates a brand image 3. Provides product and brand information 4. Persuades people 5. Provides incentives to take action 6. Provides brand reminders 7. Reinforces past purchases and brand experiences 5
  6. 6. History & Evolution • Egyptians used papyrus to make sales messages and wall posters. • Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. 6
  7. 7. History & Evolution • In 1704 The first newspaper advertisement, an announcement seeking a buyer for an Oyster Bay, Long Island, estate, is published in the Boston News-Letter. • In June 1836, French newspaper La Presse was the first to include paid advertising in its pages. • Around 1840, Volney Palmer established a predecessor to advertising agencies in Boston. • The first radio commercial is credited to WEAF, New York on August 28, 1922 for the Queensboro real estate corporation. • The world's first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $4 for a placement on New York station WNBT before a baseball game. 7
  8. 8. Key Concepts of Advertising • Strategy • Creative idea • Execution • Media • The logic and planning behind the ad • Advertisers develop ads to meet objectives • Advertisers direct ads to identified audiences • Advertisers create messages that speak to the audience’s concerns • Advertisers run ads in the most effective media 8
  9. 9. Key Concepts of Advertising • Strategy • Creative idea • Execution • Media • The central idea that grabs the consumer’s attention • Creativity drives the entire field of advertising 9
  10. 10. Key Concepts of Advertising • Strategy • Creative idea • Execution • Media • Effective ads adhere to the highest production values in the industry • Clients demand the best production the budget allows 10
  11. 11. Key Concepts of Advertising • Strategy • Creative idea • Execution • Media • Communication channels that reach a broad audience • How to deliver the message is just as important coming up with the creative idea of the message 11
  12. 12. Roles of Advertising • Marketing • Communication • Economic • Societal • The process a business uses to satisfy consumer needs by providing goods and services – Product category – Target market – Marketing mix – Brand 12
  13. 13. Roles of Advertising • Marketing • Communication • Economic • Societal • Can reach a mass audience • Introduces products • Explains important changes • Reminds and reinforces • Persuades 13
  14. 14. Roles of Advertising • Marketing • Communication • Economic • Societal • Moves from being informational to creating demand • Advertising is an objective means for providing price- value information, thereby creating a more rational economy 14
  15. 15. Roles of Advertising • Marketing • Communication • Economic • Societal • Informs consumers about innovations and issues • Mirrors fashion and design trends • Teaches consumers about new products • Helps shape consumer self-image • Perpetuates self-expression 15
  16. 16. Prepared By Nijaz N
  17. 17. Marketing Communications Communications Platforms • Advertising • any paid form of non-personal presentation by a sponsor • Sales Promotion • personal presentations by a firm’s sales force • Public relations • short term incentives to encourage sales • Direct marketing • building good relations with various publics • Personal selling • short term incentives to encourage sales 17
  18. 18. The IMC Model 18 Marketing Plan (Marketing Objectives & Strategies) Integrated Marketing Promotion DistributionProduct Price Marketing Mix Elements Employee Behavior, Word of Mouth, processes etc IMC Sales Promotion PR/Publicity Advertising Events Direct Marketing Personal Selling CommunicationMix Elements
  19. 19. IMC ---Examples 19
  20. 20. The Marketing Communications Mix ? The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. 20
  21. 21. 21
  22. 22. 22 • The purpose or objective behind advertising • include sales promotion, information and guidance to consumers, developing brand loyalty etc MISSION • (Advertising budget). It means the budget allocation made by the company for advertisingMoney • The message is given through written words, pictures, slogans and so on. The message is for the information, guidance and motivation of prospective buyers. Message • selection of media depends on the budget provided, products to be advertised, and features of prospective buyers, so on. Media • Effectiveness of advertising Measure
  23. 23. Models of Marketing Communication Prepared By Nijaz N
  24. 24. Marketing Communication Models AIDA Model HEIGHTENED APPRECIATION Model ADVERTISING EXPOSURE Model DAGMAR Model Model OF JOYEE LEVIDGE AND STEINER Model 24
  25. 25. AIDA 25 • attract the attention of the customer. A - Attention (Awareness) • raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). I - Interest • convince customers that they want and desire the product or service and that it will satisfy their needs. D – Desire • lead customers towards taking action and/or purchasingA - Action
  26. 26. Defining Advertising Goals for Measured Advertising Results (DAGMAR) • Model proposed by Russel H. Colley in 1961. • Suggests that the ultimate objective of advertising must carry a consumer through four levels of understanding: from unawareness to Awareness— – the consumer must first be aware of a brand or company – Comprehension - he or she must have a comprehension of what the product is and its benefits; – Conviction - he or she must arrive at the mental disposition or conviction to buys the brand; – Action—finally, he or she actually buy that product. 26
  27. 27. ETHICAL & SOCIAL ISSUES IN MARKETING COMMUNICATION 27
  28. 28. ETHICAL ISSUES IN MARKETING COMMUNICATION 28 Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications
  29. 29. ETHICAL ISSUES IN MARKETING COMMUNICATION • Puffery refers to exaggerated claim of a product’s superiority or the use of subjective or vague statements that may not be literally true. – Puffery ( commercial exaggeration ) is legal. • Deception is when the consumer is led to believe something which is not true. – Deception is making false or misleading statements. 29 Puffery and Deception
  30. 30. SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION • Advertising promotes superficiality and materialism in children. • Children are inexperienced and easy prey. • Persuasion to children creates child-parent conflicts. 30 Advertising to Children ADVERTISING CONTROVERSIAL PRODUCTS • Tobacco • Alcohol • Gambling • Drugs
  31. 31. SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION 31 Four Aspects: • 1) Label information • 2) Packaging graphics • 3) Packaging safety • 4) Environmental implications

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