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Advertising - PowerPoint PPT Presentation

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Advertising. Steps to accomplish effective Advertising. I Will Go Over. Advertising Definition Agency Structure General Techniques to Advertising Advertising in Society. Advertising Definition. Advertising according to the book “Why it Sells” by Marcel Danesi is defined as:

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Steps to accomplish effective Advertising

i will go over
I Will Go Over
  • Advertising Definition
  • Agency Structure
  • General Techniques to Advertising
  • Advertising in Society
advertising definition
Advertising Definition

Advertising according to the book “Why it Sells” by Marcel Danesi is defined as:

“Any type or form of public announcement intended to direct people’s attention to the availability, qualities and cost of specific commodities or services”

agency structure
Agency Structure
  • Each Advertising Agency Structure is unique but most split into 5 Departments who specialize in handling different parts of the Advertising Campaign.
    • 1. Account Department
      • Client Facing
    • 2. Account Planning Department
      • Research and Consumer insight
    • 3. Creative Department
      • Creating actual campaign
    • 4. Media Planning Department
      • Connecting the Audience with Media
    • 5. Trafffic Department
      • Ensuring everything happens
general technique s in advertising
General Technique’s in Advertising
  • There are thousands of Advertising Techniques, I will go over:
      • Branding
      • Marketing
      • Placement in Media
  • “A collection of perceptions in the mind of the consumer” (Danesi)
  • Branding helps create an emotional connection between the consumer and the product
  • Logos
    • Visual Advertising Symbols that become closely associated with product
      • Example: the Fed Ex arrow, Wendy’s Girl
  • Brand Names:
    • Allow consumers to identify products
      • Example: Kleenex, Kelloggs
  • Marketing is how you get your brand message to your audience
  • Marketing Strategy: the 4 P’s
    • Product
    • Price
    • Place
    • Promotion
  • Market Research
    • It is important to understand your target audience or the people who will be willing to buy your product
    • Example: If your product is Miley Cyrus Tickets, your target audience would be early teens and their parents.
placement in media
Placement in Media
  • After you have found your Target Audience it is crucial that one finds a medium that will reach the audience.
    • There are Five “traditional” media choices
      • TV
      • Radio
      • Paper
      • Magazine
      • Outdoor (billboards)
    • Now there is also the Internet
advertising in society
Advertising in Society
  • We are exposed to 3000 ads a day which leads to Clutter and Saturation
  • Some also argue ads create increased materialism and Neomania (an insatiable appetite for new objects of consumption, whether or not they are needed)
  • Some Ad Campaigns like Dove’s “evolution” address this:

Dove's Evolution

advertising in society1
Advertising in Society
  • Advertising also educates society on new products
  • Advertising can boost the economy
  • Some Ads are can be emotional and evoke positive changes
    • Animal rights, Asking for Donations
  • Advertising Agencies are made up of 5 departments, each with a specific job
  • There are several Advertising techniques some that are most important are
      • Branding, Marketing, and Placement
  • Advertising can cause clutter, and neomania
  • Advertising can also educate and boost economic growth
  • Carter McNamara. “Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales.”
  • Danesi, Marcel. Why it Sells. Maryland: Rowman&Little Field, 2008. Print.
  • Lake, Laura. "What is Branding and How important is it to your Marketing Strategy?" Marketing. Web. 9 Nov. 2009.
  • Tellis, Gerard J. Effective Advertising. California: SAGE, 2004. Print.