Course

Period

: O0192 Advertising
: February 2014

Mastering the Art of Promotion

Session
01

The Nature of Advertising

One definition of advertising is:

"Advertising is the nonpersonal communication of

information usually paid for and usually persuasive in
nature about products, services or ideas by identified
sponsors through the various media. (Bovee, 1992, p.
7)

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Making Advertising Work

Effective advertising sells a product or a service that fulfills all the
promises made about it.
Effective advertising is:
Creative: It delivers the advertising message in a fresh, new way.
Hard-hitting: Its headline, copy, or graphic element stops readers or
listeners dead in their tracks.
Memorable: It ensures that the audience will remember your business
when they think about the products and services youre selling.
Clear: It presents its message in a concise, uncomplicated, easy-tograsp manner.
Informative: It enlightens the audience about your business and
products, while giving them important reasons to buy from you.
Distinctive: It is unique and immediately recognizable as yours.

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Making Advertising Works

The well-established brands that most people use every day
brands like Coca-Cola and Pepsi, McDonalds and Burger
King, Budweiser and Miller, Bayer and Advil, Ford and Chevy,
Tide and Cheer live up to the promises made in their
advertising.
In fact, the products live up to the promise in such a dramatic
fashion that those products have become a part of the
everyday lives of millions of people. These products have
been branded, which simply means that when you think of
soft drinks, fast food, beer, pain relievers, cars, or laundry
detergents, these brands come to mind.

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Making Advertising Works

When you begin to create advertising for your product or
service, keep these suggestions in mind:
Dont make promises you cant live up to. Although your ad may
draw more people to your product initially, you cant retain these
people as loyal customers in the long run if you make promises you
cant keep.
Identify the best features of whatever it is youre selling and
develop your advertising around these features. Think about
how your product stands out from the competition, what sets it apart,
and then focus on those attributes.
Try to create a memorable advertising message for your
product. You want people to think of your store, your product, or
your professional service whenever theyre in the market for such a
thing.
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The Historical development of advertising

The reality is that advertising is not a new phenomenon.
In one form or another advertising has been with us for
centuries.
Advertising as we know it can be dated back at least
some 300 years.
Newspapers of the early eighteenth century carried
whole pages of text based advertisements, very similar
to lineage advertising with which we are familiar today.

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 Advertising , in turn, became a primary means of achieving

marketing goals.
It moved from the simple task of conveying information about
product to integrating image dimensions to enhance its
appeal to consumers.
The evolution of marketing is seen most vividly in the way
that advertising has developed to respond to changes in the
level of consumer sophistication.
There has been a progression from 1950s hard and straightselling approach to the conspiratorial debunking references
to the brand and the commercial world in much current
advertising. Certainly in the west.

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The environment in which advertising

exist

Marketing is the process by which companies satisfy

consumer needs through the provision f products and
services.
The management process responsible for identifying,
anticipating and satisfying consumer needs, profitably.
Marketing uses a variety of tools, known collectively as
the four Ps , there are :
- The Product
- The Place
- The Price
- The Promotion
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 The latter consist of a series of communication techniques which

includes advertising is to deliver persuasive messages to the
target audience that may comprise actual and potential users of
the product or service.
The fundamental aim of marketing is to create and maintain
offerings of products and services that she satisfy the needs
consumers.
Consumers communicate their needs, wants and desire through
various forms of market research.
Marketers communicate information about their products
through forms of marketing communication, including advertising.

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10

The Classification of Advertising

It would be wrong to consider advertising as a single
entity
There are, clearly, several different types of advertising
and its important to understand the role and purpose of
each within the context of specific advertising campaign.

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 Advertising can be classified in four key ways , there are:

1. By target audience :
2. By Purpose :
Most of advertising takes the form of commercial activity design to
promote the particular products or services offered the company.

3. By Medium :
The third method of classifying advertising in terms of the media
used, like Television, Radio, Newspaper, Magazines, Poster & other
outdoor media, Cinema , the new Media.

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4. By Geographic region :

A final way of classifying advertising is in terms of geographic area

that it is intended to cover.
In most countries, there are a variety of local media (press, posters,
etc) which enable the advertiser to restrict the geographic coverage
to a very narrow area.
This might encompass a village, town or city, perhaps the area in
which the particular product or service is available.

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The Functions and roles of advertising

1. To Inform :

In certain instances, advertising simply seeks to provide the

public with specific pieces of information.
This apparent in the case of product recalls, where the
manufacturers uses advertising to communicate the particular
problem to the widest possible audience in order to ensure a
speedy dissemination of information and an equally rapid
response on the part of the owner of such products.

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2. To Persuade :
Either because of changes to the product formulation or because of
previous miscommunication, manufacturers may wish to change
customers perception of product attributes or benefits.

3. To Sell Function :
Most advertising seeks to promote the sale of particular goods or services.
To achieve this objective, the advertising provides the potential or existing
customer base with information about the product or service.
In majority of instances is appropriate to the potential users existing needs
or lifestyle.

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End of session

THANK YOU
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