Introduction to

Advertising
Five Basic Components of
Advertising
 Advertising is a paid form of communication.
 The sponsor is identified.
 Advertising tries to persuade or influence the
consumer to do something.
 Advertising reaches a large audience of
potential consumers.
 The message is conveyed through many
different kinds of mass media, which are
largely nonpersonal.
Four Fundamental Elements of
Effective Advertising
 Advertising strategy
 The logic and planning behind the advertisement
that gives it direction and focus.
 Develop the ad to meet specific objectives.
 Creative idea
 The ad’s central idea that grabs your attention
and sticks in your memory.
 E.g. 愛之味分解茶 vs. 古道油切 vs. 黑松茶花
Four Fundamental Elements of
Effective Advertising
 Creative execution
 The details, the photography, the writing, the
acting, the setting, the printing, and the way the
product is depicted all reflect the highest
production values available to the industry.
 E.g. 曼仕德咖啡 , 奇美廣色域 – 1, 2.
 Creative media use
 Every message has to be delivered somehow.
 E.g. traditional media, outdoor and transportation
media, and the Internet.
Two Techniques to Persuade
Consumers
 Hard-sell approach – use reasons to
persuade consumers, e.g. NOW Magazine.
 Soft-sell approach – build image for a brand
and touch consumers’ emotions, e.g. Aqualis.
Four Roles of Advertising -
Marketing
 The process a business uses to satisfy
consumer needs by providing goods and
services
 Product category
 Target market
 Marketing mix
 Brand
Four Roles of Advertising -
Communication
 Can reach a mass audience
 Introduces products
 Explains important changes
 Reminds and reinforces
 Persuades
Four Roles of Advertising -
Economic
 Moves from being informational to creating
demand
 Advertising is an objective means for
providing price-value information, thereby
creating a more rational economy
Four Roles of Advertising -
Societal
 Informs consumers about innovations and
issues
 Mirrors fashion and design trends
 Teaches consumers about new products
 Helps shape consumer self-image
 Perpetuates self-expression
The Functions of Advertising
 Building awareness of products and brands
 Creating a brand image
 Providing product and brand information
 Persuading people
 Providing incentives to take action
 Providing brand reminders
 Reinforcing past purchases and brand
experiences
The Key Players
 Advertiser
 Advertising agency
 Media
 Supplier
 Target audience
廣告產業架構
Advertiser
 Uses advertising to send out a message
about its products
 Initiates the advertising effort by identifying a
marketing problem
 Approves audience, plan and budget
 Hires the advertising agency
Advertising Agency
 Has strategic and creative expertise, media
knowledge, workforce talent, and negotiating
abilities
 In 2002-2003 ad agency gross income was
$10.6 billion worldwide. (Advertising Age)
 Advertising Age 2009 Agency Family Trees
 Advertising Age 2010 Agency Family Trees
廣告傳播集團在國內的狀況
 WPP 集團：如奧美、智威湯遜、百帝、達繆
思、傳立、承豐等廣告公司及媒體購買公司。
 IPG 集團：如麥肯、靈獅、極緻傳媒等。
 日本電通集團：如台灣電通、電通揚雅、國華
、貝立德等公司。
 聯廣集團：如聯廣、聯眾、凱絡等公司。
 運籌
R e s u lt s
奧美
O&M 霞飛
Me d ia e d g e :c i a
傳立
群邑 Mi n d WP P
Ch u n g i S h a re
達彼思
Bate s
澄豐
Ma x m iz e 智威湯遜
J WT 百帝
B a te y
 極致傳媒
IM
靈獅
L O WE

博達華商
F CB
IP G

麥肯 優勢麥肯
Mc Ca n n - U n iv e rs a l
Eric k so n Mc Ca n n
 上奇
S a a t ch l& S 陽獅
a a t ch i P U BLICIS

實力 P U BLICIS
Zen it h
O p t im ed ia 星傳
S ta rc o m

李奧貝納
L eo B u r n et t
 國華
Ku o H u a 台灣電通
Ta iw a n
de n tsu

電通揚雅
貝立德 D Y&R
Me d ia
P ALE TTE
電通
d e n tsu

電通康信
d e n tsu
Co m m e x
 Ca ra t

凱絡
Ca ra t U n ite d

聯廣
U n ite d

聯眾
U n ion

聯廣
U n ite d
Advertising Agency
 Advertising department
 Act as a liaison between the marketing
department and the advertising agencies and
other vendors.
 Agency-of-record
 In-house agency
 Perform most, and sometimes all, of the functions
of an outside advertising agency.
2007 年台灣媒體代理商之最
Media
 The channels of communication that carry the
message to the audience
 Are also companies or huge conglomerates
 Mass media advertising can be cost effective
because the costs are spread over the large
number of people the ad reaches
Supplier
 Assist advertisers, agencies, and the media
in creating and placing the ads
 Vendor services are often cheaper than those
in-house.
The Target Audience
 The desired audience for the advertising message
 Data-gathering technology improves accuracy of
information about customers
 Advertisers must recognize the various target
audiences they are talking to and know as much
about them as possible
 Purchasers are not always the product users.
 Interactive technology has created a new world of
targeting and ads can now be customized to
individual consumers to some extent.
Types of Advertising
 Brand advertising
 The most visible type of advertising
 Focusing on the development of a long-term
brand identity and image.
 Institutional advertising
 It is also called corporation advertising or image
advertising.
 Focusing on establishing a corporate identity or
winning the public over to the organization’s point
of view.
Types of Advertising
 Retail or local advertising
 Focusing on retailers or manufacturers that sell
their merchandise in a certain geographic area.
 Objectives: stimulating store traffic and creating a
distinctive image for the retailer.
 Direct-response advertising
 Trying to stimulate a sale directly.
 The consumer can respond by telephone, mail or
the Internet, and the product is delivered directly
to the consumer by mail or some other carrier.
Types of Advertising
 Business-to-business advertising
 B2B advertising is sent from one business to
another.
 Advertisers place most business advertising in
professional publications or journals.
Types of Advertising
 Nonprofit advertising
 Not-for-profit organizations advertise for customers,
members, and volunteers, as well as for donations and
other forms of program participation.
 Public service advertising
 Communicating a message on behalf of some good cause,
e.g. stopping drunk driving or preventing child abuse.
 These advertisements are usually created by advertising
professionals free of charge and the media often donate
the necessary space and time.
The Evolution of Advertising
 Age of print (1441~1850)
 Industrial revolution and emergence of
consumer society (1851~1900)
 Modern advertising era (1901~1915)
 Agency era (1916~1960)
 Creative era (1961~1980)
 Accountability era (1981~)
明代萬曆版《繡像金瓶梅詞話》
插圖中的廣告
Age of Print (1441~1850)
 Ads were primarily like classified advertising
in format and print media carried them.
 Objective: delivering information.
 Primary medium: newspaper.
第一個報紙廣告 – 懸賞尋找失竊
的十二匹馬的「懸賞告示廣告」
廣告藝術之父 – Benjamin
Franklin
Industrial Revolution and Emergence
of Consumer Society (1851~1900)
 Advertising grew in importance and size
because of numerous social and
technological developments.
 Purpose: devising an effective, efficient
communication system that could sell
products to a widely marketplace.
 National media developed as the country’s
transportation system grew.
Modern Advertising Era
(1901~1915)
 The format of advertisement was getting to
be similar to the modern one.
 The emergence of advertising agency with
simple service
Agency Era (1916~1960) &
Creative Era (1961~1980)
 Agency era: the advertising industry grew
and organizations specializing in modern
professional advertising developed.
 Creative era: showcasing an emphasis on
new creative practices to compete in a
crowded marketplace and build demand for
brands.
Accountability Era (1981~)
 The beginning of the industry-wide focus on
effectiveness
 Clients wanted ads that produced sales so
the emphasis was on research and
measurement.
The Development of
Advertising
The Development of
Advertising
The Development of
Advertising
The Current Advertising Scene
 Interaction
 Integrated marketing communication (IMC)
 Globalization
Interaction
 Electronic media, such as the Internet and
wireless communication, are changing the
media landscape
 New media are more personal and interactive
Integrated Marketing
Communication
 IMC is the practice of unifying all marketing
communication tools so they send a
consistent, persuasive message promoting
company goals.
Globalization
 In the early 1990s the trade barriers
throughout much of Europe came down,
making it the largest contiguous market in the
world.
 Eastern Europe, India, Russia, and China
have at least partially opened their markets to
international marketing.
 The advertising question is whether to
practice global or local advertising.