Chapter 1 - Advertising In Our Economic Society
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This chapter provides a foundational overview of advertising concepts and principles. It explores the communication model in advertising, the stages of advertising, and important factors influencing a successful advertisement. The chapter details crucial factors such as market analysis, consumer motivation, and the measurement of advertising effectiveness.
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**CHAPTER 1 - ADVERTISING IN OUR ECONOMIC SOCIETY** *Advertisement - promotion* *Marketing - strategies used by researchers to promote a product* **ADVERTISING** any form of non-personal presentation of goods, services or ideas for action, openly paid for by an identified sponsor. **SHANNON-WEA...
**CHAPTER 1 - ADVERTISING IN OUR ECONOMIC SOCIETY** *Advertisement - promotion* *Marketing - strategies used by researchers to promote a product* **ADVERTISING** any form of non-personal presentation of goods, services or ideas for action, openly paid for by an identified sponsor. **SHANNON-WEAVER MODEL OF COMMUNICATION** Claude Shannon and Warren Weaver's Model of Communication can be a good reference point for understanding how advertising fits into this process of communication. **THE COMMUNICATION PATTERNS OF ADVERTISING** **3 PHASES OF ADVERTISING** 1. **Product Existence** - advertising begins when the general public becomes aware of a product's existence. 2. **Customer Interest** - advertising aims to develop customer interest s that customers wan to more about the product. 3. **Product Purchase** - should be followed by potential customers feeling a need to own the product and finally purchasing it. **FEATURES OF ADVERTISING**  **EXCERPTS FROM THE PRINTERS INK'S PLATFORM OF ADVERTISING PRINCIPLES** The primary function of advertising is to inform the public of the attribute of goods and services and to induce their purchase. We believe that advertising is a social force for public good, and we support advertising that contributes to the general welfare of the public. We deplore advertising that does not adhere to generally accepted standards of good taste and morality. We believe that the sponsor of an advertising message has a special responsibility that message. **FACTORS TO CONSIDER IN ADVERTISING** **Market** - target customer, that is, who are the people to be reached. **Motives** - reasons that should prompt the consumers to buy. **Message** - what the product or service is all about. **Media** - the medium used to reach the target customers. **Money** - the amount of money that is appropriated for advertising. **Measurement** - testing the effectiveness of advertising. **PRESENTATION OF AD AGENCIES** Agency Name Vision, Mission, Goals, Core Values Logo Color Palette Font Pairing Tagline Ad Agency Members
