LESSON 2: ROLES and TYPES OF ADVERTISING Flashcards
Roles of Advertising
- Marketing
- Communication
- Economic
- Societal
● The process where a business satisfies the needs and wants of consumers by providing goods and services.
Marketing Role
● Advertising is one of the most important promotional tools.
Marketing Role
● Advertising is first of all communication. It is a message about your product to a customer
Communication
● I always pretend that I’m sitting beside a woman at a dinner party, and she asks me for advice about which product she should buy. So then I write down…. -
Communication
Direct and complex communication.
● Communication Role
As a form of mass communication, it transmits product information to connect buyers and sellers in the marketplace
● Communication Role
Transform a product into an image.
Branding Role
The more people know about a product, the higher the sales - and the higher the level of sales, the cheaper the product.
Economic Role
● Advantage for mass marketing tool
Economic Role
● The higher level, the cheaper the product
Economic Role
● It mirrors fashion and design trends and adds aesthetic sense. It teaches about new products and their use.
Societal Role
What are the strengths of advertising?
● Can reach a large audience
● Introduces products and brands
● Builds awareness of products and brands
● Creates brand image
● Provide Information
● Reminds and reinforces
● Persuades
Advertising extends beyond primarily information role to create a demand. True or False?
TRUE
Use reason to persuade consumers
Hard Sell
Build an image for the brand and touch consumer’s emotions.
Soft Sell
The most visible type of advertising is national consumer, or brand, advertising. Focuses on the development of long-term brand identity and image. What type of advertising is this?
Brand
Sell merchandise in a certain geographic area. What type of advertising is this?
Retail or Local
To create a stimulus to the customers. What type of advertising is this?
Retail or Local
The main goal is to announce “available in all branches. What type of advertising is this?
Retail or Local
The message announces facts about products that are available in local stores.
Such as:
i. Fast food chains
ii. Fashion clothes
iii. Shoes
What type of advertising is this?
Retail or Local
Refers to a retailer, manufacturer, or distributor who offers products in a fairly restricted geographic area
Local
Can use any advertising medium, including direct mail, but the message is different from national retail advertising in that it tries to stimulate a sale directly to consumers. What type of advertising is this? (E.g. Free Sandwich)
Direct response
a marketing communication sent from one business to another. What type of advertising is this?
Business to business
B2B is not directed at general consumers.
True or false?
TRUE
Is also called corporate advertising. What type of advertising is this?
Institutional
This message focuses on establishing a corporate identity or winning the public over the organization’s point of view. What type of advertising is this?
Institutional
Not-for-profit organizations use non-profit advertising for customers, members, and volunteers, as well as for donations and other forms of program participation
i. Ex: Pink Ribbon synonymous with Breast Cancer
ii. Churches
What type of advertising is this?
Non Profit
Communicates a message on behalf of a good cause. What type of advertising is this?
Public Service
