PRIN OF ADVERT CH1.pdf

[Please insert any CHAPTER 1 relevant photo around this box] Principles of advertising Introduction To Advertising...

[Please insert any CHAPTER 1 relevant photo around this box] Principles of advertising Introduction To Advertising Subtopics:- 1.1 Definition 1.2 Characteristics of Great Ads: Four Elements 1.3 Types of Advertising 1.4 History of Advertising 1.5 Introduction of Advertising and the early forms 1.6 Effect of urban growth 1.7 Advertising and the modern world 1.1 Definition Advertising is paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience. Defining Modern Advertising: 5 Basic Components 1) A paid form of communication 2) Message paid with sponsor identified 3) Persuade/Influence the consumer with strategic communication driven by objective ( effective ads) 4) Reaches a large audience of potential consumers 5) Message conveyed through many different kinds of mass media 1|P a g e C h a p t e r 1 : I n t r o d u c t i o n T o A d v e r t i s i n g 1.2 Characteristics of Great Ads: Four Elements 1) Advertising Strategy: Logic behind the advertisement in focus creates massage. 2) Creative Idea: Idea that grab attention and sticks in the audience memory. 3) Creative Execution: The details, of ads on the photography, writing, acting, setting, printing which reflect the highest production values available in the industries. 4) Creative Media Use: Deliver media massage through media channel. 1.2.1 What Makes an Ad Great? 1) Explicit/right objectives should drive the planning, creation and execution of each ad. 2) An ad is great to extent that it achieves its objectives, not because it wins awards. 3) Creativity for its own sake does not always lead to great advertising. 1.3 Types of Advertising 1) Brand Advertising 6) Non-profit Advertising 2) Retail or Local Advertising 7) Public Service Advertising 3) Direct-Response Advertising 8) Political Advertising 4) Business to Business Advertising (B2B) 9) Directory Advertising 5) Institution/ Corporate Advertising Brand Advertising. Visible type national consumer focuses on the development of a long term brand identity and image. 2|P a g e C h a p t e r 1 : I n t r o d u c t i o n T o A d v e r t i s i n g Retail or Local Advertising. Ads that sells merchandise in a certain geographical area. Direct-Response Advertising. Used medium, including direct mail. Consumer respond mail and product will deliver. Business to Business Advertising (B2B). Message from companies distributing product to another business industrial purchase and professionals such as lawyers or physician and advertised in publication or journals. Institution/ Corporate Advertising. Corporate ads establish corporate identity and positive point of view. Non-profit Advertising. Non-profit in terms of charity reasons from NGO for charities, foundation, educations or health awareness activities. Public Service Advertising. Public announcements (PSAs) communicate message usually from government to announce important message to the public. 3|P a g e C h a p t e r 1 : I n t r o d u c t i o n T o A d v e r t i s i n g Political Advertising. For political campaign for the politic party or political candidates. Directory Advertising Advertising that appears in a specialized directory classified according to some purpose. Although the most commonly known classified directory is the telephone Yellow Pages. 1.4 History of Advertising Evolution of advertising: Six stages: 1) Age of Print (1441-1850): Stages to deliver information, classified ads format and the primary medium is the newspaper. 2) Industrial Revolution and Emergence of Consumer Society (1850-1890): Purpose of advertising was to device an effective, efficient communication as the technological development. (Age of Science). 3) Modern Advertising Era (1904-1914): Organizations specializing in modern professional ads developed. 4) Age of Agencies(1920’s): The rise of agencies 5) Creative Era (1950-1960): Arise of the high competition stage creative stage emphasize on new creative practices. 6) Accountability Era (1970-1990): Focus on ads that can produces sales that on research and measurement. First Stage: Age of Print (1441-1850): 1477:William Caxton - One of the first English printed advertisements was a handbill printed by Caxton in 1477 and reading: "Pyes * * * of Salisbury * * * good and chepe * * * if it please any man spirituel or temporel to bye."....The ad offered printed "Pyes," or clerical rules, telling how the clergy at Salisbury dealt with the changing date of Easter. 4|P a g e C h a p t e r 1 : I n t r o d u c t i o n T o A d v e r t i s i n g Second Stage: Industrial Revolution and Emergence of Consumer Society (1850-1890). Quaker Oats- In the 1880's the purity and "the easy to cook" nature of the product was emphasized. Third Stage: Modern Advertising Era (1904-1914): 1909: Automobile racing pioneer Barney Oldfield becomes the first celebrity to endorse Pepsi when he appears in newspaper ads describing Pepsi: "A bully drink…refreshing, invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears and will be used intermittently over the next two decades. Forth Stage: Age of Agencies(1920’s): 1923, John Orr Young and Raymond Rubicam established a small advertising agency in New York. Young & Rubicam agency created many of radio's most popular programs such as Jack Benny for Jello, "Burns and Allen" "Kate Smith Hour" "Sherlock Homes" and other shows. Y&R hired George Gallup to do surveys of the listening audience (Hebert, 1994). Fifth Stage: Creative Era (1950-1960): 1948-Television takes off. In 1947 JWT produces the 1st network TV program "The Kraft Television Theater." During the 1950's, TV advertising grew from $40 million to 128 million. At first shows were sponsored and produced by a single sponsor such as the "Texaco Star Theater" with Milton Berle (CC). Six Stage: Accountability Era (1970-1990): 1950-1975 Incomes in the US increase 327% and advertising increases by 490%. 1974- Miller Lite beer ads, by McCann-Erickson Worldwide. 5|P a g e C h a p t e r 1 : I n t r o d u c t i o n T o A d v e r t i s i n g 1.5 Introduction of Advertising and the early forms. Early form ads were signs such as the inn sign, the red-and white striped barber’s pole. Babylonian merchants were hiring barkers to shout out goods and prices at passersby in 3000 B.C. The Romans wrote announcements on city walls. Europe in 15th century, Siquis-pinup wants ads for all sorts of products and services. Trades people promote themselves. Egyptians used papyrus to make sales messages and wall posters. 1.6 Effect of urban growth Advertising give impact to the growth of economy. 1) The funding of dynamic economy activity, especially the role of advertising in the media financing. 2) Competition between supplier and distributors on their products stimulate creative ads in many perspective ways. 3) Household consumption: Advertising concentrate on the high-value added product and the high-growth. 4) Innovation in industries innovates the advertising in high pressure. 1.7 Advertising and the modern world Mass production requires mass consumption which turn requires advertising to mass market through mass media. 1) New Advertising: Advertising is expending as technology makes it possible to be more personal and interactive. 2) Integrated Marketing Communication (IMC): Expanding the scope of advertising by involving it more closely in a mix marketing tools. 3) Globalization: Demands that international advertisers consider whether their massages should be standardized 6|P a g e C h a p t e r 1 : I n t r o d u c t i o n T o A d v e r t i s i n g