Professional Documents
Culture Documents
Introduction to Advertising
Faisal K. Qureishi
Defining Modern Advertising
Advertising is Five basic
paid components:
informative/persua Paid
sive communication
communication, Sponsor is
identified
which uses non-
Tries to persuade
personal mass and/or inform
media with an Reaches a large
identified sponsor audience
to reach broad Conveyed through
target audience. impersonal mass
media
Key Concepts of Advertising
The logic and planning
Strategy behind the ad
Advertisers develop
Creative ads to meet objectives
idea Advertisers direct ads
to identified audiences
Execution Advertisers create
messages that speak
Media to the audiences
concerns
Advertisers run ads in
the most effective
media
Key Concepts of Advertising
The central idea
Strategy
that grabs the
Creative consumers
attention
idea Creativity drives
the entire field of
Execution advertising
Media
Key Concepts of Advertising
Effective ads
Strategy
adhere to the
Creative highest production
values in the
idea industry
Clients demand the
Execution best production the
budget allows
Media
Key Concepts of Advertising
Communication
Strategy
channels that reach
Creative a broad audience
How to deliver the
idea message is just as
important as
Execution coming up with the
creative idea of the
Media message
Roles of Advertising
The process a
Marketing
business uses to
Communic satisfy consumer
needs by providing
ation goods and services
includes:
Economic Product category