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WHAT IS
ADVERTISING?
 DEFINITION OF
ADVERTISING
Any paid form of non-personal presentation of ideas, goods, or
services by an identified sponsor
By: American Marketing Association

Beyond the definition of advertising:

1. There are ads that are not paid by the advertiser
2. No mention of (i) advertising persuasive quality (to cause
change in consumers attitudes & behavior) (ii) advertising as a
marketing tool
 WHY ADVERTISING EXIST?

1. PRODUCERS NEED PROMOTIONAL SERVICES TO MARKET

THEIR PRODUCTS, SO THEY CAN FOCUS ON PRODUCT
MANUFACTURING.

2. AD AGENCIES ASSIST BY PROVIDING CREATIVE & MEDIA

EXPERTISE.

3. MEDIA ASSIST BY PROVIDING MASS AUDIENCE

OR POTENTIAL TARGET CONSUMERS.
 THE MARKETING ADVERTISING PLAN
In planning for advertising, consider 3 questions:
1) What do we want to happen?
- need clear thinking & writing the ad objective

2) What can we do to make it happen?

- need to determine ad strategy; use of specific ad
principles & techniques to achieve ad
objectives

3) What will we do when it happens?

- need action plans on the (i) effects of advertising on
the marketplace & (ii) the different functions
support
one another
WHAT ADVERTISING TRIES TO
DO
WHAT ADVERTISING TRIES TO DO

Awareness Acceptance

Brand

Buying
Preference Intention
WHAT ADVERTISING TRIES TO DO

Consumers pass through 4 stages of reactions on their exposure to advertising over time.

BRAND AWARENESS
To gain attention for the product, & to get its name known to target consumers, e.g. The Delon and Chevrolet
ads are
Examples of awareness campaigns; we dont see the hard sell.

BRAND ACCEPTANCE
To gain consumers acceptance of brand in their frame of reference for that product category. Acceptance is
consumers
Ability to comprehend or linking a particular product with a perceived need, e.g. you wish to buy a soft drink. Even
before reaching retail outlet, you could think of Nestles Milo, Coca-Cola, Yeos Orange Fresh, and F & Ns
Mirinda as
Alternatives possibilities. This indicates each of these advertisers has achieved brand acceptance in your frame of
reference for buying soft drink.

BRAND PREFERENCE
It means our consumers have built a liking for one brand over all other brands in a product category. If, even
before
Reaching the retail store, you have decided to purchase Coca-Cola, then Coca-Cola has been successful in creating
a
brand preference as far as you are concerned.

BUYING INTENTIONS & PROVOKING SALES

Used to encourage target consumers to actually buy brand on the basis of an advertisement they have seen.
Involves
consumer sales promotion & direct response advertising; like discount coupons printed along with the ad
 WHAT ADVERTISER WANTS FROM AN AD?

1. Consumers must be exposed to ad message.

Presentation of the ad , selection of medium or media
must be effective.

2. Ad must create attention to consumers to have any impact

on their behavior. It needs punchy headlines, loud noises in
the TV/radio commercials, or unusual situations in the visuals.

3. Ad message must be easily and clearly understandable

to
consumers, & they think ad message is meaningful to
them.
WHAT ADVERTISER WANTS FROM AN AD?

4. Consumers must agree to ad message that the brand or service

can make a difference in their lives. depends on message
credibility & timeliness.

5. Consumers remember the information they have agreed with long

enough to do something about it. This needs message repetition,
i.e. product benefits are repeated in the same ad, and run frequent
enough.

6. Ad message gains complete acceptance when consumers

actually do these: able to try the product via free trial samples, or
via special discounted introductory price offer, etc.
 UNDERSTANDING AD APPEAL
Appeal is a creative attempt:
(i) to motivate consumers toward some form of activity, or
(ii) to influence attitudes toward a product or service.

They are: 2 broad appeals - Positive & Negative, of which

can be
further categorized into;

1. Rational or Emotional appeals

2. Humorous appeals
3. Fear Appeals
4. Sex appeals
 PROFILING THE TARGET CONSUMER

In advertising, market segmentation (selecting target consumers who would

probably be
most receptive to a brand & appealing directly to these groups) is key to all
planning
decisions.

One of these planning decisions is creative strategy. Information about

consumers that
advertiser is trying to reach may be helpful to creative people in 3 ways:

1. Creative people get the idea of what type of consumers will be at the end
of the communication.
2. Target market data suggest the tone of voice and style of language that
should be used; e.g. humorous or serious, modern or traditional.
3. Information about target consumers indicates how the product or service
fits into peoples lives, how they feel about it, and how they may be using
that brand to communicate something about themselves to other people.
 Then, ad creative people
should consider:

The consumer who will be at the receiving end

of the ad message,

Kind of behavioral result ad message is

supposed to achieve, &

How the result will be measured, within a

specified time period.