Topic 2 Flashcards
Advertising definition
placement of announcements & persuasive messages in time or space purchased in any of the mass media to inform &/or persuade members of a particular target market or audience about their products, services, organizations, or ideas
elements of advertising definition
- COMMUNICATION PROCESS: coordinated (advertiser,advertisement,media,target market)
- IMPERSONAL CHARACTER: no personal contact between advertiser and target market
- PAID & CONTROLLED COMMUNICATION: advertiser controls the length and characteristics of ad
- MASSIVE MEDIUMS: reach a large number of people at the same time
- PRODUCT, SERVICE, IDEA OR ORGANIZATION: tangibles or intangibles, political or religious ideas, non-profit organizations, or public institutions
- INFORM AND INFLUENCE OF BUYING PROCESS: are the 2 key objectives of advertising
communication programmes
- sales generators (immediate ROI)
2. brand builders (generate long-term value)
types of advertising by nature of advertiser
- company,
- association,
- public agency
types of advertising by number of advertisers
individual or collective
types of advertising by activity of advertiser
- manufacturer,
- producer,
- intermediary
types of advertising by nature of product
good or service
types of advertising by product end user
b2c, b2b, institutions
types of advertising nature of ad
corporate, product based
types of advertising by ad structure
comparative or non-comparative
types of advertising by campaign reach
- local or regional,
- national,
- international
types of advertising by media used
press, radio, television, cinema, outdoors, direct, in-store, digital, events
types of advertising by style used
- instructive-educative,
- affective-emotive,
- musical,
- fantasy,
- humor,
- cartoons
advertiser definition
company, organization, or individual who pays for advertising space or time to present an announcement or persuasive message to the public
Any Advertising activity should be arranged on the following stages:
- planning
- creativity
- execution
- measurement
Advertisement definition
a stimulus field, with an active principle, intended to induce bahaviors
the active principle is that element of the stimulus set that “acts” in the sense the advertiser wants: produces the desired effects
Advertisement requirements
- It has to penetrate the mind of the target consumer:
* It is perceived clearly
* It is understood - It has to interest: It engages a need, a desire.
- It has to remain in the mind. If it is understood and interesting, the active principle becomes operative: it remains in the mind of the consumer consciously or unconsciously.
Products and services deliver fundamental elements of value that address four kinds of needs:
- Functional
- Emotional,
- Life changing
- Social impact
In general, the more elements provided, the greater customers’ loyalty and the higher the company’s sustained revenue growth.
A brief is
a proposition that the client wishes to communicate to the target market. The creative team will transform the proposition into something EXCITING and ATTRACTIVE to the target market.
The creative team will decide upon the “creative concept”. This will be a motivational idea.
The words used to express the creative concept are called
‘copy.’
The images, pictures and diagrams are created i.e.
the ‘design’ or ‘layout’.
COPY STRATEGY definition
- Brief document that identifies the basis on which we expect the consumer to prefer to buy our products instead of those of the competition.
- It is a selling proposition, the formal, non-creative expression of the argued benefit of the product on which the creativity and media of the campaign will be articulated.
- Provides continuity to advertising. It is a document for the long term, not subject to change of criterion.
Benefit
Benefit is the promise offered by the product/service directly related to the consumer need we aim to satisfy as defined in our product positioning.
Examples of benefit and reason why
ARIEL
Benefit → whiter results
Reason why → Enzime X
Example of Copy Strategy: Nestlé chocolate
• TARGET MARKET: Parents (individuals with children)
• PROMISE
– RATIONAL BENEFIT: Nestlé chocolate contains lots of milk and is good food for your children.
– EMOTIONAL BENEFIT: Giving them Nestlé chocolate your children will grow healthy and strong, because you are giving them the best.
• REASON WHY: A Nestlé chocolate tablet equals a large glass of milk. And it is also Nestlé
• TONE: happiness, slice of life.
Advertising agency definition
- An organization that provides a variety of advertising related services to clients seeking assistance in their advertising activities.
- An advertising agency handles part or all marketing communications activities on behalf of a client organization.
- A commission is generally taken by the agency which tends to be taken from the media purchases of the client organisation.
Types of advertising agency
- FULL-SERVICE advertising agency: engages in planning & administration of advertising campaigns, including setting objectives, developing strategies, developing & producing the messages, developing & executing media plans, & coordinating related activities
- LIMITED-SERVICE advertising agency: concentrates on one of the major functions such as developing & producing messages or media plans.
Six major departments in an advertising agency
- client services
- account planning
- creative services
- production services
- media buying
- administrative services