Advertising

SOME GROUND RULES

1.

STARTING ON TIME!

2. NOT COMING LATE TO CLASS!

3. BRINGING YOUR OWN PAPER & PEN TO CLASS!
4. PARTICIPATING IN CLASS DISCUSSIONS!

5. EXPECTING A QUIZ EVERY TIME!

6. DELIVERING ASSIGNMENTS ON TIME! 7. ENHANCING THE LEARNING PROCESS!

A D V E R T I S I N G
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Introduction to Advertising
SESSION 1 & 2

Textbook: Advertising Principles & Practice Authors: Moriarty, Mitchell, Wells

Advertising?
To some advertising is the mirror & maker of culture To others it is a purely economic activity that generates sales To still others it is what creates

magic in the marketplace!

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Advertising is
a paid form of persuasive

to communicationconnect an
identified sponsor with a broad audience of

potential consumers or customers

a kinds of mass

using different

or interactive

media vehicles.
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What makes a great ad?

COMPONENTS OF MODERN ADVERTISING

1. Advertisin g strategy

3. Creative execution

EFFECTIVE ADVERTISING
2.The creative idea
4.Media planning
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What makes a great ad?

COMPONENTS OF MODERN ADVERTISING

1. Advertising strategy: logic & planning that gives advertising focus &direction; 2.The creative idea: the creative

concept that grabs the attention of target consumers & moves them into action.

What makes an ad great?

COMPONENTS OF MODERN ADVERTISING

3.

Creative execution: the presentation of the creative idea

- the visual/photography, the words, the rendering, the effects

RENDERING A PRINT AD

WHERE WOULD YOU EXPECT TO SEE THIS PRINT AD?

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What makes an ad great?

COMPONENTS OF MODERN ADVERTISING
4.

Sound media planning: the plan and the vehicles used to deliver the message effectively to
the target market. MEDIA VEHICLES??
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QUICK TEST: HOW CREATIVE ARE YOU?

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Does advertising work in isolation or? Is it part of a larger entity? Advertising is an integral part of Marketing...
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Advertising is an integral part of Marketing... The 4Ps of Marketing Product, Price, Promotion and Place made popular by Jerome McCarthy, Kotler and others. Advertising makes up a major part of Promotion.
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Persuasive communication?
Advertising is a form of communication its foremost strength is the ability to reach large audiences. But not every ad communicates!!! Advertising today is complex, & depends on many tools & techniques to achieve its
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What can good advertising communication do?

Introduce products and

brands

198 4
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What can good advertising communication do?

Build

awareness
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What can good advertising communication do?

Create unique brand

images

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What can good advertising communication do?

Provide information

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What can good advertising communication do?

Remind & reinforce

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