UNDERSTANDING

ADVERTISING
TODAY
•The foundations of advertising
•The advertiser agency partnership

•The advertising environment

AFTER STUDYING THIS
CHAPTER,YOU WILL BE ABLE TO
 Describe the relationship among advertisers,
agencies, media and suppliers
 List ad classify the types of advertising
 Functions of advertising
 Marketing mix
 IMC
 Challenges and opportunities of today's
advertisers
ADVERTISING : MANY FACES,
MANY PLACES
 Advertising is virtually everywhere in daily
life and its forms and roles are both
contested and admired
 Mirror and maker of culture
 Advertising is purely an economic activity
with one purpose : to sell
 Magic in the marketplace
 Reaching you-where you live, work,play and
buy
INSIDE THE WORLD OF
ADVERTISING
 Advertising is the paid ,non personal
communication of information about
products or ideas by an identified sponsor
through the mass media in an effort to
persuade or influence behavior.
 non personal- to a group not to individuals
 communication of information about products-
ideas
 identified sponsor-company selling a product or
NGO
 persuade or influence- to buy or against
INSIDE THE WORLD OF
ADVERTISING
 Any form of advts(TV,Radio,Magazine…) are
group efforts representing the work of four
distinct players in the advertising process

 Advertisers
 Advertising Agencies
 The media
 Suppliers
INSIDE THE WORLD OF
ADVERTISING
 Advertisers- are people or organization that seek to
sell products or influences people through advertising.
 Advertisers generally hire Advertising Agencies(AA),
independent organizations that specialize in
developing and implementing advertising or behalf of
advertisers
 AA in turn select the Media, the channels through
which advertisers messages are carried to their
intended audiences : TV,Radio…..
 The process of creating and executing persuasive
messages, advertisers and adverting agencies also use
the services of various suppliers
..Photograpers..printing…video production,,,
TYPES OF ADVERTISING
 Ads differ depending on
 who the message is intended for
 Where the ad is shown
 Which media are used
 What the advertisers wants to accomplish

 So it helps to classify advertising according to

 Targetaudiences
 Geographic area
 Media Used
 Purpose
HOW TO CLASSIFY
ADVERTISING
By target Geographic Media used Purpose
audience area
Consumer International Print Product or non
Newspaper product
National Magazine
Business Commercial or
Industrial Regional Electronics non commercial
Trade Radio
Professional Local Television Primary demand
Agricultural or selective
Out of home demand
Outdoor
Transit Direct action or
indirect action
Direct mail

Directories

Other media
BY TARGET AUDIENCES
 Advts are aimed at specific group is known as
target audience
 Generally addressed to one of two broad
catergories
 Consumers
 Business