Chapter 1: Introduction to Advertising

Presentation by Fauzul Azim

“Advertising is any paid form of non-personal presentation &
promotion of ideas, goods, or services by an identified sponsor”.
(Kotler)

“Advertising is any communication, usually paid-for, specifically

intended to inform and/or influence one or more people”. (Advertising
Association: UK)

“Advertising is a paid form of persuasive communication that uses

mass and interactive media to broad audiences in order to connect an
identified sponsors with buyers and provide information about
products. (Moriarty, Mitchel and Wells)”
 Basic Factors

Paid Form Identified Sponsor

Broad Audience
Inform/Persuasion

Mass Media
 Key objectives of Advertising

Persuade
Buying the Product/
Inform Brand Image/ Favorable
Attitude
Increase Brand
Awareness and Brand
Exposure
Remind
Reinforce Brand Message/
Reassure the brand Vision/ Avoid
Competitors
https://www.youtube.com/watch?v=litXW91UauE
https://www.youtube.com/watch?v=P7ADWd9Psag
 Components of Modern Advertising

Strategy
Direction/ Objective/ Target Market/ Type of
Message

Creative Idea
Creative Execution Central Idea that grabs the Attention
Photography/ Script/ Acting/
Video/Music

Media Planning and Buying

Through which Message will be Delivered
https://www.youtube.com/watch?time_continue=7&v=XjJQBjWYDTs
 Types of Advertising

Brand Advertising

Brand Identity
Brand Image

Example- BMW, Apple, Adidas

 Types of Advertising

Retail or Local Advertising

Focuses on retailers or manufacturers

Store Traffic
Distinctive Image

Example- Amazon, Aarong

 Types of Advertising

Direct Response Advertising

Try to Stimulate Sale Directly

Consumer responds by phone, email or over internet

Importance of Internet
 Types of Advertising

Business to Business Advertising

Marketing communication from one business to another

Messages directed at companies distributing products

Example- Microsoft, Adobe

https://www.youtube.com/watch?time_continue=110&v=0ZM
PmXsG7IE
https://www.youtube.com/watch?v=XlAUGMs3CF0
 Types of Advertising

Institutional Advertising

Establish a corporate identity

Winning the Public

Example- Unilever, BAT, Adidas

https://www.youtube.com/watch?v=6GulInbdEV8
 Types of Advertising

Non Profit Advertising

Hospitals/ universities/ charities/ religious institute

Donation or other forms of participation

Example- WHO, UNESCO, UNICEF

https://www.youtube.com/watch?v=dHrAvC9uXxA
 Types of Advertising

Public Service Announcement

Communicate message for good cause

Medias donate their time and space

Example- Child abuse, Drive Safe

 The Key Players

Agency Media

Advertiser

Supplier Target Audience

 The New Advertising

Creativity

In terms of Ideas

In terms of Techniques to Deliver Message

 The New Advertising

Interactivity

Focus has been Shifted from One Way to Two Way Communication

Motivate Customers to Engage

Try to Communicate Personally

 The New Advertising

Integrated Marketing Communication

Spread a Coherent Message

Send a Consistent Message across all media

Focus on Every Stakeholders

https://www.adsoftheworld.com/media/print/dollar_shave_club_your_new_stash
 The New Advertising

Personalized

Effectively Reach to Audience

Improves Advertising Relevance

Data Analysis
 The New Advertising

Globalization

Complex whether to Go for Local or Global

What about Consistency?

Cultural Effect
 Role of Advertising

Marketing Role Economic Role

Societal Role
Communication Role
 What Makes an Ad Effective

Every Ad is Purposeful

Delivers the Message that Companies Tried to Deliver

Consumer Responded to the Ad as they Hoped

Motivates Customers to Take Action