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ADVERT 1101 Module 1 - Introduction PDF

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Advert 1101 - INTRODUCTION TO ADVERTISING

MODULE 1 INTRODUCTION to ADVERTISING

Introduction

You’ve seen thousands, maybe millions of commercial messages, so how would you define
advertising? It may sound silly to ask such an obvious question. But where would you start if
your instructor asked you for a definition of advertising? At its most basic, the purpose of
advertising has always been to sell a product, which can be goods, services, or ideas.
Although there have been major changes in recent years from dying print media to merging
and converging digital forms, the basics of advertising are even more important in turbulent
times. To better understand advertising’s development as a commercial form of
communication, it helps to understand how advertising’s definition and its basic roles have
evolved over the years.

• Identification- Advertising identifies a product and/or the store where it’s sold. In its
earliest years, and this goes back as far as ancient times, advertising focused on identifying a
product and where it was sold. Some of the earliest ads were simply signs with the name or
graphic image of the type of store or product.

• Information- Advertising provides information about a product. Advances in printing


technology at the beginning of the Renaissance spurred literacy and brought an explosion of
printed materials in the form of posters, handbills, and newspapers. Literacy was no longer
the badge of the elite and it was possible to reach a general audience with more detailed
information about products. The word advertisement first appeared around 1655, and by
1660 publishers were using the word as a heading in newspapers for commercial
information. These messages announced land for sale, runaways (slaves and servants),
transportation (ships arriving, stagecoach schedules), and goods for sale from local
merchants.Because of the importance of commercial information, these ads were
considered news and in many cases occupied more space in early news papers than the
news stories.

• Persuasion - Advertising persuades people to buy things. The Industrial Revolution


accelerated social change, as well as mass production. It brought the efficiency of machinery
not only to the production of goods, but also to their distribution. Efficient production plus
wider distribution meant that manufacturers could offer more products than their local
markets could consume. With the development of trains and national roads, manufacturers
could move their products around the country. For widespread marketing of products, it
became important to have a recognizable brand name, such as Ivory or, more recently,
Burger King. Also large groups of people needed to know about these goods, so along with
industrial mechanization and the opening of the frontier came even more use of new
communication media, such as magazines, catalogs, and billboards that reached more
people with more enticing forms of persuasion. P. T. Barnum and patent medicine makers
were among the advertising pioneers who moved promotion from identification and
information to a flamboyant version of persuasion called hype—graphics and language
characterized by exaggeration, or hyperbole.
Advert 1101 - INTRODUCTION TO ADVERTISING

ERAS AND AGES

The timeline divides the evolution of advertising into five stages, which reflect historical eras
and the changes that lead to different philosophies and styles of advertising. As you read
through this, note how changing environments, in particular media advancements, have
changed the way advertising functions.

The Early Age of Print

Industrialization and mechanized printing spurred literacy, which encouraged businesses to


advertise beyond just their local place of business. Ads of the early years look like what we
call classified advertising today. Their objective was to identify products and deliver
information about them including where they were being sold. The primary medium of this
age was print, particularly newspapers, although handbills and posters were also important,
as well as hand-painted signs. The first newspaper ad appeared in 1704 for Long Island real
estate, and Benjamin Franklin’s Pennsylvania Gazette ran the first advertising section in 1729.
The first magazine ads appeared in 1742 in Franklin’s General Magazine.

The Early Age of Agencies

The 19th century brought the beginning of what we now recognize as the advertising
industry. Volney Palmer opens the first ad agency in 1848 in Philadelphia. The J. Walter
Thompson agency is formed in 1864, the oldest advertising agency still in existence. P.T.
Barnum brings a Swedish singer to the United States and uses a blitz of newspaper ads,
handbills, and posters, one of the first campaigns. In 1868 the N.W. Ayer agency begins the
commission system for placing ads—advertising professionals initially were agents or
brokers who bought space and time on behalf of the client for which they received a
commission, a percentage of the media bill. The J. Walter Thompson agency invents the
account executive position, a person who acts as a liaison between the client and the
agency.

As advertisers and marketers became more concerned about creating ads that worked,
professionalism in advertising began to take shape. Here, also, is when it became important
to have a definition or a theory of advertising. In the 1880s, advertising was referred to by
advertising legend Albert Lasker as “salesmanship in print driven by a reason why.” Those
two phrases became the model for stating an ad claim and explaining the support behind it.

On the retail side, department store owner John Wanamaker hired John E. Powers in 1880
as the store’s full-time copywriter and Powers crafted an advertising strategy of “ads as
news.” The McCann agency, which began in 1902, also developed an agency philosophy
stated as “truth well told” that emphasized the agency’s role in crafting the ad message.
Printer’s Ink, the advertising industry’s first trade publication, appeared in 1888. In the early
1900s, the J. Walter Thompson agency begins publishing its “Blue Books,” which explained
how advertising works and compiled media data as an industry reference. By the end of the
19th century advertisers began to give their goods brand names, such as Baker’s Chocolate
and Ivory Soap. The purpose of advertising during this period was to create demand, as well
as a visual identity, for these new brands. Inexpensive brand-named products, known as
packed goods, began to fill the shelves of grocers and drug stores. The questionable ethics of
hype and puffery, which is exaggerated promises, came to a head in 1892 when Ladies
Home Journal banned patent medicine advertising. But another aspect of hype was the use
of powerful graphics that dramatized the sales message. In Europe, the visual quality of
Advert 1101 - INTRODUCTION TO ADVERTISING

advertising improved dramatically as artists who were also illustrators, such as


Toulouse-Lautrec, Aubrey Beardsley, and Alphonse Mucha, brought their craftsmanship to
posters and print ads, as well as magazine illustrations. Because of the artistry, this period is
known as the Golden Age. The artist role moved beyond illustration to become the art
director in 20th-century advertising.

The Scientific Era

In the early 1900s professionalism in advertising was reflected in the beginnings of a


professional organization of large agencies, which was officially named
theAmericanAssociation ofAdvertisingAgencies (known also as 4As) in 1917 (www.aaa.org).
In addition to getting the industry organized, this period also brought a refining of
professional practices. As 19th-century department store owner John Wanamaker
commented, “Half the money I spend on advertising is wasted and the trouble is I don’t
know which half.” That statement partly reflected a need to know more about how
advertising works, but it also recognized the need to better target the message.

In the early 20th-century, modern professional advertising adopted scientific research


techniques. Advertising experts believed they could improve advertising by blending science
and art. Two leaders were Claude Hopkins and John Caples. At the height of Hopkins’career,
he was Lord & Thomas’s best-known copywriter. Highly analytical, he conducted tests of his
copy to refine his advertising methods, an approach explained in his 1923 book, Scientific
Advertising. John Caples, vice president of Batten, Barton, Durstine and Osborn (BBDO),
published Tested Advertising Methods in 1932. His theories about the pulling power of
headlines also were based on extensive tests. Caples was known for changing the style of
advertising writing, which had been wordy and full of exaggerations. During the 1930s and
1940s, Daniel Starch, A. C. Nielsen, and George Gallup founded research organizations that
are still part of today’s advertising industry.

During and after the Great Depression, Raymond Rubicam emerged as an advertising power
and launched his own agency with John Orr Young, a Lord & Thomas copywriter under the
name of Young and Rubicam. Their work was known for intriguing headlines and fresh,
original approaches to advertising ideas.

Targeting, the idea that messages should be directed at particular groups of prospective
buyers, evolved as media became more complex. Advertisers realized that they could spend
their budgets more efficiently by identifying those most likely to purchase a product, as well
as the best ways to reach them. The scientific era helped media better identify their
audiences. In 1914 the Audit Bureau of Circulation (ABC) was formed to standardize the
definition of paid circulation for magazines and newspapers. Media changes saw print being
challenged by radio advertising in 1922. Radio surpassed print in ad revenue in 1938.

The world of advertising agencies and management of advertising developed rapidly in the
years after World War II. The J. Walter Thompson (JWT) agency, which still exists today, led
the boom in advertising during this period. The agency’s success was due largely to its
creative copy and the management style of the husband-and-wife team of Stanley and Helen
Resor. Stanley developed the concept of account services and expanded the account
executive role into strategy development; Helen developed innovative copywriting
techniques. The Resors also coined the brand name concept as a strategy to associate a
unique identity with a particular product as well as the concept of status appeal to persuade
nonwealthy people to imitate the habits of rich people (www.jwt.com).
Advert 1101 - INTRODUCTION TO ADVERTISING

Television commercials came on the scene in the early 1950s and brought a huge new
revenue stream to the advertising industry. In 1952 the Nielsen rating system for TV
advertising became the primary way to measure the reach of TV commercials.

This period also saw marketing practices, such as product differentiation and market
segmentation incorporated into advertising strategy. The idea of positioning, carving out a
unique spot in people’s minds for the brand, was developed by Al Ries and Jack Trout in
1969.

The Creative Revolution

The creative power of agencies exploded in the 1960s and 1970s, a period marked by the
resurgence of art, inspiration, and intuition. Largely in reaction to the emphasis on research
and science, this revolution was inspired by three creative geniuses: Leo Burnett, David
Ogilvy, and William Bernbach.

Leo Burnett was the leader of what came to be known as the Chicago school of advertising.
He believed in finding the “inherent drama” in every product. He also believed in using
cultural archetypes to create mythical characters who represented American values, such as
the Jolly Green Giant, Tony the Tiger, the Pillsbury Doughboy, and his most famous
campaign character, the Marlboro Man (www.leoburnett.com).

Ogilvy, founder of the Ogilvy & Mather agency, is in some ways a paradox because he
married both the image school of Rubicam and the claim school of Lasker and Hopkins. He
created enduring brands with symbols, such as the Hathaway Man and his mysterious eye
patch for the Hathaway shirt maker, and handled such quality products as Rolls-Royce,
Pepperidge Farm, and Guinness with product-specific and information-rich claims
(www.ogilvy.com).

The Doyle, Dane, and Bernbach (DDB) agency opened in 1949. From the beginning, William
Bernbach—with his acute sense of words, design, and creative concepts—was considered to
be the most innovative advertising creative person of his time. His advertising touched
people—and persuaded them—by focusing on feelings and emotions. He explained, “There
are a lot of great technicians in advertising. However, they forget that advertising is
persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.”
Bernbach is known for the understated Volkswagen campaign that ran at a time when car
ads were full of glamour and bombast. The campaign used headlines such as “Think Small”
with accompanying picture of a small VW bug (www.ddb.com).

The Era of Accountability and Integration

Starting in the 1970s, the industry-wide focus was on effectiveness. Clients wanted ads that
produced sales, so the emphasis was on research, testing, and measurement. To be
accountable, advertising and other marketing communication agencies recognized that their
work had to prove its value. After the dot.com boom and economic downturn in the 1980s
and 1990s, this emphasis on accountability became even more important, and advertisers
demanded proof that their advertising was truly effective in accomplishing its objectives as
stated in the strategy.

Social responsibility is another aspect of accountability. Although advertising regulation has


been in place since the early 1900s with the passage of the Pure Food and Drug Act in 1906
Advert 1101 - INTRODUCTION TO ADVERTISING

and the creation of the Federal Trade Commission in 1914, it wasn’t until 1971 that the
National Advertising Review Board was created to monitor questions of taste and social
responsibility. Charges of using sweatshops in low-wage countries and an apparent disregard
for the environment concerned critics such as Naomi Klein, who wrote the best-selling book
No Logo and Marc Gobe who wrote Citizen Brands. One highly visible campaign that
demonstrates this commitment is the “Truth” campaign developed by Crispin Porter
Bogusky along with Arnold Worldwide to provide informative documentary-style print ads
and television commercials that inform youth about the dangers of smoking without
preaching to them. As the digital era brought nearly instantaneous means of communication,
spreading word of mouth among a social network of consumers, companies became even
more concerned about their practices and reputation. The recession that began in December
2007 and subsequent headlines about bad business practices, such as the Bernard Madoff
“Ponzi” scheme, made consumers even more concerned about business ethics. We also
characterize this as the era when integrated marketing communication became important.
Integrated marketing communication (IMC) is another technique that managers began to
adopt in the 1980s as a way to better coordinate their brand communication. Integration
and consistency makes marketing communication more efficient and thus more financially
accountable.

A SAMPLING OF ADVERTISING INNOVATIONS

Devices as New Media Channels


The big three new media devices that serve as channels are the Internet, cell phones,
and e-readers.

Internet Advertising
With the Internet, ads can be anywhere. Natalie Zmuda describes how Macy’s,
McDonald’s, and other companies are now placing advertisements on our online
bank accounts. The new company Cardlytics links scores of banks with advertisers
who want to plant special offers and advertisements on the pages of online bank
statements. Sometimes these messages are so carefully targeted that you’ll receive
an ad from a restaurant where you charged your lunch last week. There are pros and
cons to an advertising delivery channel like this one. Its proponents tout the lack of
waste in targeting people who are already consumers because they are much more
likely than others to respond to the advertising. But consumer groups worry about
companies having access to their purchases. Is this really an invasion of privacy?

Mobile Advertising: Cell Phones


Delivering advertisements to cell phones started as early as 2003, but there were
many barriers to its success and there was little growth in the media. The most
significant barrier was that at that time, many cell phone users paid for their service
in terms of minutes used. Using expensive minutes receiving an ad was a nonstarter
for many. Furthermore, most American phones at that time did not have an Internet
connection. As more and more smartphones came into use, their Internet
connectivity opened a whole new set of possibilities for delivering advertising on cell
phones. Probably one of the fastest growing product successes in recent times is
Apple’s iPhone. This smartphone also brought with it applications (or apps). These
downloadable programs for the iPhone allow users to create shopping lists, find
Advert 1101 - INTRODUCTION TO ADVERTISING

garage sales, look up recipes, play games, link to Twitter, and do just about every
other activity one can imagine. So they provide fertile ground for advertisers. Rita
Chang provides examples of what kinds of smartphone applications are working for
advertisers and kinds that haven’t been particularly successful. In the success list are
Audi’s driving game app and Dunkin’ Donuts’ app for both ordering and telling others
that you’re at one of their shops. In the not-so-successful list are Charmin’s app for
identifying public restrooms close by, and Pedigree dog food’s program to record
your dog’s bark. Apps for both iPhones and smartphones with other operating
systems are likely to become important players in many advertising plans.

E-Readers and Other Mobile Media


Rita Chang describes how e-readers, computer tablets, and navigation devices have
all become important media channels for advertising The first place marketers and
researchers begin is the effort to understand how mobile communication changes
people’s behaviors. E-readers are mainstream technology today and many of them
offer features that go far beyond reading including the ability to interact with other
readers, play videos, and submit reviews. Why does this matter? Marketers are
imagining how advertisers might sponsor certain content or offer desirable apps in
exchange for receiving a persuasive message. The author offers the example of a
reader who downloads a book on gardening and then might be offered gardening
tips, free apps, coupons or other benefits possibly sponsored by a company that
makes fertilizer or pesticides.

Another important category includes tablets of all sizes and capability. Magazine
publishers are excited about the opportunity to offer rich content (including color,
video, and interactivity) to their readers. Similarly, advertisers are interested in how
this rich content can increase consumer engagement with products and services.

Social Networks
With the rapid growth of Facebook (an estimated 25 million users in the United
States alone), the opportunity to place advertising in this huge social network, as
well as the many other highly trafficked sites, is a central focus for both advertisers
and site owners.

In response to losses in sales, Starbucks employed a number of social network sites.


It set up MyStarbucksIdea.com to let people make suggestions. For Facebook’s 5.7
million fans of Starbucks, the company provided coupons and music downloads, as
well as advertising messages. The Starbucks vice president for online points out that
the natural link between the atmosphere at Starbucks stores and the idea of social
media sharing made their program successful. Starbucks is also adding iPhone apps
to the mix, with the store location and menu information offered, providing an
excellent backup to the social media.
Advert 1101 - INTRODUCTION TO ADVERTISING

Over the years, identification, information, and persuasion have been the basic
elements of marketing communication and the focus of advertising. So how do we
define it now realizing that advertising is dynamic and constantly changing to meet
the demands of society and the marketplace? We can summarize a modern view of
advertising with the definition:

Advertising is a paid form of persuasive communication that uses mass and


interactive media to reach broad audiences in order to connect an identified
sponsor with buyers (a target audience), provide information about products
(goods, services, and ideas), and interpret the product features in terms of the
customer’s needs and wants.

WHY ADVERTISING?

Advertising obviously plays a role in both communication and marketing as we’ve


been discussing. In addition to marketing communication, advertising also has a role
in the functioning of the economy and society.

Marketing and Communication Roles In its marketing communication role,


advertising transforms a product into a distinctive brand by creating an image and
personality that goes beyond straightforward product features.

As advertising showcases brands, it also creates consumer demand (lines of


customers the following day at stores where the Macintosh was sold) and makes
statements that reflect social issues and trends (opening up the new category of
personal computers for non-experts). So in addition to marketing and
communication, advertising has economic and social roles.

Economic and Societal Roles Advertising flourishes in societies that enjoy economic
abundance, in which supply exceeds demand. In these societies, advertising extends
beyond a primarily informational role to create a demand for a particular brand.

Most economists presume that, because it reaches large groups of potential


consumers, advertising brings cost efficiencies to marketing and, thus, lower prices
to consumers. The more people know about a product, the higher the sales—and
the higher the level of sales, the cheaper the product. Think about the high price of
new products, such as a computer, HDTVs, and cell phones or other new technology.
As demand grows, as well as competition, prices begin to drop.
Advert 1101 - INTRODUCTION TO ADVERTISING

SO WHAT ARE THE KEY COMPONENTS OF ADVERTISING?

In this brief review of how advertising developed over some 300 years, a number of
key concepts were introduced all of which will be discussed in more detail in the
chapters that follow. But let’s summarize these concepts in terms of a simple set of
key components that describe the practice of advertising: strategy, message, media,
and evaluation :

• Strategy - The logic behind an advertisement is stated in objectives that focus on


areas such as sales, news, psychological appeals, emotion, branding and brand
reputation, as well as the position and differentiation of the product from the
competition, and segmenting and targeting the best prospects.

• Message - The concept behind a message and how that message is expressed is
based on research and consumer insights with an emphasis on creativity and artistry.

• Media - Various media have been used by advertisers over the centuries including
print (handbills, newspapers, magazines), outdoor (signs and posters), broadcast
(radio and television), and now digital media. Targeting ads to prospective buyers is
done by matching their profiles to media audiences. Advertising agency
compensation was originally based on the cost of buying time or space in the media.

• Evaluation - Effectiveness means meeting objectives and in order to determine if


that has happened, there must be testing. Standards also are set by professional
organizations and companies that rate the size and makeup of media audiences, as
well as advertising’s social responsibility.

This section briefly identified how various jobs and professional concepts emerged
over time. Let’s now put the agency world under a microscope and look deeper at
the structure of the industry.

THE AGENCY WORLD

In the discussion of definitions and the evolution of advertising practices, we briefly


introduced agencies, but as a student of advertising and marketing communication
you need to know more about how agencies are organized and how they operate.
Advert 1101 - INTRODUCTION TO ADVERTISING

Who Are the Key Players?


As we discuss the organization of the industry, consider that all the key players also
represent job opportunities you might want to consider if you are interested in
working in advertising or some area of marketing communication. The players
include the advertiser (referred to by the agency as the client) who sponsors the
message, the agency, the media, and the suppliers who provide expertise. The A
Matter of Practice box about the greatest television commercial ever made
introduced a number of these key players and illustrated how they all make different
contributions to the final advertising.

 The Advertiser - Advertising begins with the advertiser, which is the company
that sponsors the advertising about its business. The advertiser is the number
one key player. Management of this function usually lies with the marketing
department but in smaller companies, such as Urban Decay Cosmetics, the
advertising decisions may lie with the owner, founder, or partners in the
business. Most advertisers have a marketing team that initiates the advertising
effort by identifying a marketing problem advertising can solve.

As the client, the advertiser is responsible for monitoring the work and paying
the agency for its work on the account. That use of the word account is the
reason agency people refer to the advertiser as the account and the agency
person in charge of that advertiser’s business as the account manager. The
marketing team makes the final decisions about strategy including the target
audience and the size of the advertising budget. This team approves the
advertising or marketing communication plan, which contains details outlining
the message and media strategies.

Big companies may have hundreds of agencies working for them, although they
normally have an agency-of-record (AOR) that does most of their business and
may even manage or coordinate the work of other agencies.

 The Agency - The second player is the advertising agency (or other types of
marketing communication agencies) that creates, produces, and distributes the
messages. The working arrangement between advertiser and agency is known as
the agency–client partnership. An advertiser uses an outside agency because it
believes the agency will be more efficient in creating advertising messages than
the advertiser would be on its own. Successful agencies typically have strategic
and creative expertise, media knowledge, workforce talent, and the ability to
negotiate good deals for clients. The advertising professionals working for the
agency are experts in their areas of specialization and passionate about their
work. Not all advertising professionals work in agencies. Large advertisers, either
companies or organizations, manage the advertising process either by setting up
an advertising department (sometimes called marketing services) that oversees
the work of agencies or by setting up their own in-house agency. Tasks
performed by the company’s marketing services department include the
following: select the agencies; coordinate activities with vendors, such as media,
Advert 1101 - INTRODUCTION TO ADVERTISING

production, and photography; make sure the work gets done as scheduled; and
determine whether the work has achieved prescribed objectives.

 The Media - The third player in the advertising world is the media. The
emergence of mass media has been a central factor in the development of
advertising because mass media offers a way to reach a widespread audience. In
traditional advertising, the term media refers to all of the channels of
communication that carry the message from the advertiser to the audience and
from consumers back to companies. We refer to these media as channels
because they deliver messages, but they are also companies, such as your local
newspaper or radio station. Media vehicles are the specific programs, such as 60
Minutes or The Simpsons, or magazines—The New York Times, Advertising Age,
Woman’s Day. Note that media is plural when it refers to various channels, but
singular—medium—when it refers to only one form, such as newspapers. Each
medium (newspaper, radio or TV station, billboard company, etc.) has a
department that is responsible for selling ad space or time. These departments
specialize in assisting advertisers in comparing the effectiveness of various
media as they try to select the best mix of media to use. Many media
organizations will assist advertisers in the design and production of
advertisements. That’s particularly true for local advertisers using local media,
such as a retailer preparing an advertisement for the local newspaper. The
primary advantage of advertising’s use of mass media is that the costs to buy
time in broadcast media, space in print media, and time and space in digital
media are spread over the tremendous number of people that these media
reach. For example, $3 million may sound like a lot of money for one Super Bowl
ad, but when you consider that the advertisers are reaching more than 100
million people, the cost is not so extreme. One of the big advantages of
mass-media advertising is that it can reach a lot of people with a single message
in a very cost-efficient form.

 Professional Suppliers and Consultants - The fourth player in the world of


advertising include artists, writers, photographers, directors, producers, printers,
and self-employed freelancers and consultants. This array of suppliers mirrors
the variety of tasks required to put together an ad. Other examples include
freelance copywriters and graphic artists, songwriters, printers, market
researchers, direct-mail production houses, telemarketers, and public relations
consultants. Why would the other advertising players hire an outside supplier?
There are many reasons. The advertiser or the agency may not have expertise in
a specialized area, their people may be overloaded with work, or they may want
a fresh perspective. They also may not want to incur the overhead of full-time
employees.
Advert 1101 - INTRODUCTION TO ADVERTISING

WHAT ARE THE MOST COMMON TYPES OF ADVERTISING?

There isn’t just one kind of advertising. In fact, advertising is a large and varied
industry. Different types of advertising have different roles. Considering all the
different advertising situations, we can identify seven major types of advertising:

1. Brand advertising - the most visible type of advertising, is referred to as


national or consumer advertising. Brand advertising, such as that for the Apple
Macintosh in the classic “1984” commercial, focuses on the development of a
long-term brand identity and image.

2. Retail or local advertising - focuses on retailers, distributors, or dealers who sell


their merchandise in a certain geographical area; retail advertising has information
about products that are available in local stores. The objectives focus on stimulating
store traffic and creating a distinctive image for the retailer. Local advertising can
refer to a retailer or a manufacturer or distributor who offers products in a fairly
restricted geographic area.

3. Direct-response advertising - tries to stimulate an immediate response by the


customer to the seller. It can use any advertising medium, particularly direct mail
and the Internet. The consumer can respond by telephone, mail, or over the Internet,
and the product is delivered directly to the consumer by mail or some other carrier.

4. Business-to-business (B2B) advertising, also called trade advertising, is sent from


one business to another. It includes messages directed at companies distributing
products as well as industrial purchasers and professionals such as lawyers and
physicians. Advertisers place most business advertising in professional publications.

5. Institutional advertising, also called corporate advertising, focuses on


establishing a corporate identity or winning the public over to the organization’s
point of view. Tobacco companies, for example, run ads that focus on the positive
things they are doing. The ads for a pharmaceutical company showcasing leukemia
treatment also adopt that focus.

6. Nonprofit advertising is used by not-for-profit organizations, such as charities,


foundations, associations, hospitals, orchestras, museums, and religious institutions,
to reach customers (hospitals, for example), members (the Sierra Club), and
volunteers (Red Cross). It is also used to solicit donations and other forms of
program participation. The “Truth”® campaign for the American Legacy Foundation,
which tries to reach teenagers with antismoking messages, is an example of
nonprofit advertising.

7. Public service advertising provides messages on behalf of a good cause, such as


stopping drunk driving (as in ads from Mothers Against Drunk Driving) or preventing
child abuse. Also called public service announcements (PSAs), advertising and public
relations professionals usually create them pro bono (free of charge) and the media
donate the space and time.
Advert 1101 - INTRODUCTION TO ADVERTISING

Although these categories identify characteristics of various types of advertising,


there are many commonalities. In practice, all types of advertising demand creative,
original messages that are strategically sound and well executed, and all of them are
delivered through some form of media. Furthermore, advertisements can be
developed as single ads largely unrelated to other ads by the same advertiser or as a
campaign, a term that refers to a set of related ads that are variations on a theme.
They are used in different media at different times for different segments of the
audience and to keep attracting the attention of the target audience. Let’s now
consider the development of key advertising concepts and practices.

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