TASK 1-

Lesson 1: Introduction to Advertising

 In this lesson you will develop an understanding of advertising and media.

Student activity: Task 1

Q1. Read the following articles and in your own words, describe what is meant by the
term ADVERTISING?

https://www.shopify.com.au/encyclopedia/advertising

https://www.thebalance.com/advertising-2947182

Advertising can be described by the technics to influence and persuade

the buying behavior where is paid a space to promote a product, service
or a cause. With the goal of reach out more people and consequently
more effective sells.

Q2. From the articles above, what is the main objective of advertising?

The main objective of advertising is reach more people to increase sells

and promoting the product, service or cause.

Q3. Read the following article and explain what MEDIA is.
https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11861-
advertising-media.html

Media is the path used for advertise and promoting something. The
advertising can be made in various media channels using texts, audios,
images, videos, etc.

Q4. Read the following article and answer the questions below:
https://www.absolutemg.com/2014/12/23/traditional-media-balancing-effect/

Q4a. Name 3 examples of traditional media.

The traditional media are the ad made on television ( TV commercial),

newspaper (First page banner), radio (Jingles)

Q4b. Name 3 examples of new media.

Examples of new media include online advertising (retargeting, banner

ads, etc.), online streaming (radio and television) and social media
advertising

Q5. In your opinion, is it best to use traditional or new media for advertising?

I think should be a mixture and analyze always your marketing focus, to

choose between the usages of traditional or new media. But of course,
nowadays digital media is bigger.

Q6. Read the following article and in your own words, explain what an advertising
campaign is.
https://en.wikipedia.org/wiki/Advertising_campaign

An advertising campaign is a strategy in marketing which the main goal is

share a common idea that the company wants to promote with your
product, service or cause.
Q7. Read the following article “The 7 Principles of Effective Advertisements” and
answer the questions below:
https://blackdogllc.com/7-principles-effective-advertisements/

Q7a. Why is it important to work closely with other departments / suppliers when
developing an advertising campaign?

When developing an advertising campaign is important work together with

other departments because involves all sectors in a company, from the
finances, production, commercial, etc. If isolates the marketing sector
might engage to a fail.

Q7b. Complete the table below and use your own words to describe what is meant by
each key principle and why it is important.

Key Principle Description Why this principle is

important
1. Visual Display or create an image Create a brand recognition
Consistency that creates an impact into and strong long-term
the consumer. memory.

2. Campaign The duration and frequency It’s important because for

duration of an AD to perpetual in a
long-term memory needs to
be balanced, should be
identified early in the
development stage
3. Taglines walks together
Repeated with the visual consistency
taglines be one of the most effective
approaches
4. The positioning of a
Consistent product must be one the
positioning first things to think.
5. Keep it simple, is easier to
comprehend. A good ad
Simplicity doesn’t give too much info
about the product
an effective ad, the time and
exposure needs to be
balanced to not create
losing of interest and
disrupting
When you are exposed an
image so repeatedly you
associates this with
something. The brand
brings the same tagline
even in different
advertisement.
The positioning is the soul
of your product, depending
on where you focus the
strategy your product will
be seen in a way. Due to this
is important to consistently
keep your desire positioning
Simple is easier to
assimilate, should not
overload an Ad it’s become
more attractive.
6. Focusing in one point in a As the previous principle,
Identify a selling campaign is one of the keep the simplicity is a
point most important aspects of must.
an advertising Identifying the selling point
is show what the consumers
wants, exploring this
7. Create an Point out the viewer of the Creating an effective flow
effective flow ad where they should keep allows you lead the viewers
the memory of. to where you want the main
attention on.

Q8. Read Appendix 1: “Marketing & Advertising Legal and Ethical Considerations”.
Which of the policies / codes of practice mentioned are relevant to an advertising
campaign? List at least 3 and briefly explain each.

Policy / Code of Practice Description

Australian Competition & Any statement representing your products or services

Consumer Commission
False or misleading
statements
should be true, accurate and able to be substantiated.
There are fines for businesses that mislead consumers.
It does not matter whether a false or misleading
statement was intentional or no
Means, the ad for a product needs to sell what the
product is for.

Australian Consumer Law

Advertising to children There are a number of Codes and Initiatives
administered by Ad Standards which incorporate
advertising to children.

When advertising to children needs follow all the

procedures and what can target or now under heavy
penalties if is not followed.

When setting your prices and advertising your products

Department of Industry,
Innovation and Science –
Legal Obligations of
Marketing
or services, you need to be mindful of the relevant
regulations, to ensure you aren't misleading your
customers.
Helps the managers or who is building a marketing
program to follow the standards for a correct and well
development following the Australian Laws for ads,
competitions, signage,etc and more important keep the
privacy of clients and consumers.