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Advertising

Advertising. Advertising. A paid form of communication delivered to the consumers by a product maker or seller. Effective advertising has 4 components. AIDA Attraction – the ad catches the attention of the intended consumer

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Advertising

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  1. Advertising

  2. Advertising A paid form of communication delivered to the consumers by a product maker or seller.

  3. Effective advertising has 4 components AIDA • Attraction – the ad catches the attention of the intended consumer • Interest – the ad holds the interest of the consumer long enough to present the message • Desire – the ad’s message makes the consumer want the product • Action – the consumer is motivated to buy the product

  4. Advertising - Main Goals Aligned with components: • Draw attention • Create awareness • Build enthusiasm • Drivedemand

  5. What is an Advertising Campaign? Advertising campaigns are a group of: • Advertisements • Commercials • Related Promotional Material • Activities designed as part of a coordinated plan to meet specific goals.

  6. CampaignVideo Be Remarkable - Purple Cow - Seth Godin

  7. Components of Integrated Ad Campaign • Determine theme • Identify the target audience • Determine objectives • Establish the budget • Develop the message • Select the media • Evaluate the campaign

  8. Project Lab • Work with a partner or individually • Choose a high profile ad campaign-examples are listed  • Research the campaign • Prepare a PPT presentation which includes: • Company • Campaign Theme • History (dates) • Cost of Campaign • Other promotional items used during the campaign *Include Pictures/Videos • FDA - The Real Cost • Always – Like A Girl • Coke- Taste the Feeling • Pepsi- The Pepsi Generation • Dove – Real Beauty • Nike- Just Do It • McDonalds- Choose Love • National Dairy Association- Got Milk? • Capital One- What’s In Your Wallet? • GEICO-Hump Day

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