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    Ch.1 - Introduction To Advertising

    Uploaded by

    Yousra Mohamed Fawzy Ali Gabr
    Marketing is an umbrella term that includes advertising as one component. Advertising involves paid messages to promote offerings to potential customers. It aims to provide the most persuasive selling message at the lowest cost. Advertising can take many forms, including national campaigns using television and print, as well as more targeted approaches like direct mail. The document outlines various types of advertising such as business-to-consumer, business-to-business, and non-product advertising for ideas, services, or governments. It also discusses advertising mediums and how approaches have developed over time while some formats have remained the same for hundreds of years.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Ch.1 - Introduction To Advertising

    Uploaded by

    Yousra Mohamed Fawzy Ali Gabr
    46 views27 pages
    Marketing is an umbrella term that includes advertising as one component. Advertising involves paid messages to promote offerings to potential customers. It aims to provide the most persuasive selling message at the lowest cost. Advertising can take many forms, including national campaigns using television and print, as well as more targeted approaches like direct mail. The document outlines various types of advertising such as business-to-consumer, business-to-business, and non-product advertising for ideas, services, or governments. It also discusses advertising mediums and how approaches have developed over time while some formats have remained the same for hundreds of years.

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    Introduction to advertising

    Original Title

    Ch.1 - Introduction to advertising

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    Marketing is an umbrella term that includes advertising as one component. Advertising involves paid messages to promote offerings to potential customers. It aims to provide the most persuasive selling message at the lowest cost. Advertising can take many forms, including national campaigns using television and print, as well as more targeted approaches like direct mail. The document outlines various types of advertising such as business-to-consumer, business-to-business, and non-product advertising for ideas, services, or governments. It also discusses advertising mediums and how approaches have developed over time while some formats have remained the same for hundreds of years.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    46 views27 pages

    Ch.1 - Introduction To Advertising

    Uploaded by

    Yousra Mohamed Fawzy Ali Gabr
    Marketing is an umbrella term that includes advertising as one component. Advertising involves paid messages to promote offerings to potential customers. It aims to provide the most persuasive selling message at the lowest cost. Advertising can take many forms, including national campaigns using television and print, as well as more targeted approaches like direct mail. The document outlines various types of advertising such as business-to-consumer, business-to-business, and non-product advertising for ideas, services, or governments. It also discusses advertising mediums and how approaches have developed over time while some formats have remained the same for hundreds of years.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 27

    INTRODUCTION TO ADVERTISING

    Chapter 1
    CONTENT

    1. Marketing as an umbrella
    2. Marketing Vs. Advertising:
    3. What is advertising
    4. Advertising Vs. Public
    Relations
    5. Advertising – Mediums
    6. Advertising Development
    7. Types of Advertising
    8. Advertising, Promotion,
    and Marketing Essentials
    MARKETING AS AN
    UMBRELLA…
    According to American Marketing Association,
    marketing is “the activity, set of institutions, and
    processes for creating, communicating, delivering, and
    exchanging offerings that have value for customers,
    clients, partners, and society at large”. (Approved 2017)

    Advertising is a component of marketing. Marketing


    refers to preparing a product for the
    marketplace/needs. Advertising is making your product
    and service known to an audience or marketplace.
    MARKETING VS. ADVERTISING
    Marketing is a more controlled and wider-reaching process,
    while advertising is specific to brand communication. In a
    way, marketing is both research and practice, while
    advertising is straight practice.

    Marketing involves consumer behavior and marketing


    research, while advertising involves creative endeavors like
    design and multimedia production.

    Advertising is a specific step of marketing. Advertising uses


    the data and research collected by marketing strategies to
    best communicate the brand.

    WHAT IS ADVERTISING?
    According to Advertising Association of the UK, advertisements are
    “messages paid for by an identified sponsor (those who send them)
    and are intended to inform, persuade or influence people who receive
    them (Target audience)”.

    ADVERTISING AIMS:

    1.TO PROVIDE THE MOST PERSUASIVE POSSIBLE SELLING MESSAGE TO


    THE RIGHT PEOPLE AT THE LOWEST POSSIBLE COST.

    2.BRINGING A PRODUCT (OR SERVICE) TO THE ATTENTION OF


    POTENTIAL AND CURRENT CUSTOMERS.
    ADVERTISING VS.
    PUBLIC RELATIONS
    Advertising refers to paid space and
    time in media, whereas public
    relations describes publicity and
    stories that run without charge in the
    media.

    ADVERTISING – MEDIUMS

    Above the Line (ATL) Advertising Below the Line Advertising (BTL) THROUGH THE LINE: is using both
    is targeted at the mass. is targeted at Consumer –( ATL, BTL), and PR, New Media
    TV
    Contact Points:

    RADIO
    BRANDING
    SUPERMARKET
    PRINT
    DIRECT MAIL
    OOH (OUT OF HOME)
    SALES BROCHURES

    Ex 360° Marketing strategies can be planned and carried out


    with an integrated approach of using both ATL & BTL advertising
    mediums to get the maximum advantage. Most of the
    Digital Marketing
    marketing campaigns today are TTL campaigns.
    ADVERTISING
    – MEDIUMS
    ADVERTISING DEVELOPMENT…
    According to Marc Schiller, chief executive of the digital-
    marketing shop Electric Artists, “There is always this pressure
    of saying we weren’t early enough on social media.
    Suddenly there is this herd mentality and people are doing it
    because they feel like if they are not there, they are missing
    out”
    A word of caution: in a business like advertising that prides
    itself on cultural currency, there is always a temptation to
    choose interactive solutions solely because you can.
    Advertising has been with us since the days of ancient
    Greece, when announcements were etched on stone tablets
    or shouted by town criers.
    Many of the ad formats we see today haven’t fundamentally
    changed in hundreds of years .

    TYPES OF
    ADVERTISING

    1.Advertising to consumer (B2C).


    2.Advertising to Business (B2B).
    3.Non-Product Advertising.
    TYPES OF ADVERTISING:
    A) ADVERTISING
    TO CONSUMER:
    1) National advertising :
    Advertising by a marketer of a trademarked
    product or service sold through different
    outlets, in contrast to local advertising .
    It constitutes the majority of what we see in
    popular magazines and on television.
    It is usually product advertising,
    commissioned by manufacturer, and it aims
    at potential buyers.
    Examples: McDonald's, Honda, Sony, and Nike.

    TYPES OF ADVERTISING:
    A) ADVERTISING
    TO CONSUMER:

    2) Retail advertising:
    Advertising by a merchant who sells directly to
    the consumer.

    TYPES OF ADVERTISING:
    A) ADVERTISING
    TO CONSUMER:

    3) End-product advertising:
    Building consumer demand by promoting ingredients in a product that will help in the
    sale of the product and create meaningful differentiation. It is also called branded
    ingredient advertising.

    TYPES OF ADVERTISING:
    A) ADVERTISING
    TO CONSUMER:

    4) Direct-response advertising:
    Any form of advertising done in direct marketing
    uses all types of media: direct mail, social media
    ads, referral programs (promo codes), display
    ads (website banners). Term replaces mail-
    order advertising.

    TYPES OF ADVERTISING:

    B) BUSINESS ADVERTISING:
    1) Trade advertising :
    Advertising directed to the wholesale or retail
    merchants or sales agencies through whom the
    product is sold.

    The ad is not intended for the consumer but for


    the various entities who influence consumer
    availability, such as distributors, wholesalers,
    retailers, brokers.

    TYPES OF ADVERTISING:

    B) BUSINESS ADVERTISING:

    2) Industrial advertising

    Advertising addressed to
    manufacturers who buy machinery,
    equipment, raw materials and the
    components needed to produce the
    good they sell.

    TYPES OF ADVERTISING:

    B) BUSINESS ADVERTISING:

    3) Corporate/Institutional advertising:

    Advertising done by an organization speaking of


    its work views, and problems as a whole, to gain
    public goodwill and support rather than to sell a
    specific product.

    TYPES OF ADVERTISING:

    C) NON-PRODUCT ADVERTISING:

    1) Idea advertising:
    Advertising used to promote an idea or a cause
    rather than to sell a product or service. For
    example: Anti-smoking, Recycling, etc..

    2) Service advertising :
    Advertising that promotes a service rather than
    a product.

    TYPES OF ADVERTISING:

    C) NON-PRODUCT ADVERTISING:

    3) Professional advertising

    Advertising directed at those in professions


    such as medicine, law, or architecture who are
    in a position to recommend the use of a
    particular product or service to their clients.

    The primary difference between this type and


    others is the degree of control exercised by
    professionals over the purchase decisions of
    their clients.

    TYPES OF ADVERTISING:

    C) NON-PRODUCT ADVERTISING:

    3) Government Advertising :

    All levels of government have created various


    forms of propaganda and public policy
    messages directed to the public.

    The growth of government services and


    programs has resulted in greater use of
    traditional advertising by Gov. Agencies.

    ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS


    DIFFERENT TYPES OF ADVERTISEMENTS AND PROMOTIONS OUTLETS:

    •Direct mail is advertising sent directly to people’s


    homes through postcards, brochures, letters, and
    catalogs. Sponsored e-mails are a new form of
    “direct mail.”

    •Broadcast media consists of television and radio.

    •Outdoor advertising includes billboards on


    roadsides, and posters on transit (buses, subways,
    rail, airports, trucks, and taxis), at gas pumps, and on
    park benches.

    •Point-of-purchase (POP) displays refer to displays


    next to cash registers or elsewhere in retail
    environments.

    ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS


    DIFFERENT TYPES OF ADVERTISEMENTS AND PROMOTIONS OUTLETS:

    •Specialty advertising involves the distribution of merchandise (called promotional


    products, premiums, or swag) to promote awareness of a company. These include coffee
    mugs, pens, jackets, and many items that are usually imprinted with a company’s name,
    logo, or slogan and given away at trade shows or conferences or in mail campaigns.

    •Specialty print media include booklets, folders, and CD/DVD inserts developed to provide
    targeted groups with specialized information on products and services.

    ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS


    DIFFERENT TYPES OF ADVERTISEMENTS AND PROMOTIONS OUTLETS:

    •Online ads include pop-ups, pop-unders, banners,


    and text ads associated with Web pages which
    provide targeted online advertising on the Web.

    •Product placement refers to the insertion of real


    products in fictional movies, TV shows, books, and
    plays. Many types of products play starring (or at
    least supporting) roles in our culture; in 2007, for
    example, the most visible brands ranged from
    Coca-Cola and Nike .It’s evolving into a new form of
    promotion we call branded entertainment.

    ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS


    DIFFERENT TYPES OF ADVERTISEMENTS AND PROMOTIONS OUTLETS:

    •Sales promotions build interest in or encourage


    purchase of a good or service during a specified period.
    These activities range from coupons that we receive in
    our newspapers to contests and sweepstakes to sales
    competitions a company might host for its own
    employees.

    •User generated content and word of mouth: These days,


    many advertisers strive to get consumers to help get the
    word out about a product or service. The reason is
    simple: people trust the recommendations of others
    more than they trust paid advertising.

    “Almost 90 percent of people say they trust


    recommendations from consumers compared to less
    than 50 percent who trust radio ads and less than 10
    percent who say they trust online banner ads”.
    ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS
    DIFFERENT TYPES OF ADVERTISEMENTS AND PROMOTIONS OUTLETS:

    The industry is shifting from the sell-and-tell mindset that traditionally


    prevailed in broadcast and print media. The new mindset engages
    people in a conversation.

    HOWEVER, Don’t write an obituary for traditional advertising - at least


    not yet! It’s true that fewer people may be watching TV, especially the
    major networks, but TV is still the medium that reaches the greatest
    number of people at the same time. That’s why advertisers continue
    to pay top dollar to make and air TV commercials.

    This perspective understands that advertising needs to show


    customers how a product will satisfy their needs -and do it better
    than the competition.

    Awareness is only “the first step of the process.” Advertising and


    promotion must build a relationship, too.
    ANY QUESTIONS

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