Advertising: An Introduction LEONARD T. PINEDA I, MEd. ABMC Department
Advertising: An Introduction • Objectives: • Discuss the elements of effective advertising • Define advertising and identify its types and roles • Identify the five players in the advertising world
The Mandate for Effectiveness Advertising must be effective! Advertising cannot save bad products!
Characteristics of Effective Ads Two Levels Consumer’s objective Vs Advertiser’s objective
Dimensions of Effective Advertising ELEMENTS
Dimensions of Effective Advertising: STRATEGY Every effective ad implements a sound strategy. The advertiser develops the ad to meet specific objectives, carefully directs it to a certain audience, create its message to speak to that audience’s most important concern and runs it in the media.
Dimensions of Effective Advertising: CREATIVITY The creative concept is the ad’s central idea that grabs your attention and sticks in your memory. A concern for creative thinking drives the entire field of advertising.
Dimensions of Effective Advertising: EXECUTION Effective ads are well-executed. All the details – photography, setting, printing, and the production values – have been fine-tuned..
Dimensions of Effective Advertising WHAT YOU SAY --------- strategy HOW YOU SAY IT ---------- creativity and execution
Effectiveness Factors Perception Learning Persuasion Think (Cognitive) Feel (Emotion) Do (Action) Behavior