Advertising Principles & Practices: Module 2

Study Notes

Roles of Advertising & Promotion

Advertising captures customer attention through paid media, aiming for long-term engagement with a product or service.
Promotion involves activities that persuade customers to purchase a product by emphasizing its advantages, focusing on short-term results.

Consequences of Negative Marketing Strategies

Negative advertising can lead to the promotion of unnecessary consumerism.
It often perpetuates unrealistic body images and self-esteem issues, making individuals feel inadequate.

Target Marketing

Target marketing involves segmenting a market to tailor marketing efforts to specific customer groups whose needs align with a product or service.

Common Types of Market Segmentation

Demographic Segmentation: The most critical type; groups consumers based on measurable statistics such as age, gender, income, etc.
Geographic Segmentation: Segments markets by location, recognizing that consumer needs can vary by region or area.
Psychographic Segmentation: Classifies consumers based on lifestyle preferences, values, interests, and socioeconomic class.

Careers to Pursue in Advertising

E-Commerce Marketing Director
User Experience (UX) Director
Creative Director
Marketing Manager
Advertising Manager
Brand/Product Manager
Public Relations Manager
Art Director
Marketing Executive
Marketing Research Analyst

Skills Needed for a Career in Advertising

Creative Thinking: Developing innovative ideas for campaigns.
Effective Communication: Conveying messages clearly to diverse audiences.
Project Management: Overseeing advertising projects from inception to completion.
Research Skills: Analyzing market trends and consumer behavior.
Social Media Management: Engaging with audiences across various platforms.
Creative Technical Skills: Proficiency in design and multimedia tools.
Business Acumen: Understanding market dynamics and business strategies.

What is a Brand?

A brand represents the overall perception of a product or business based on customer experiences.
It encapsulates the cultural and emotional connections that consumers have with the brand.

Description

This quiz explores the roles of advertising and promotion in marketing, focusing on the consequences of negative advertising strategies. It examines how advertisements influence consumer behavior and societal perceptions. Learn about the long-term effects of promotional activities on customers and their motivations.