10. Institutional Advertising (corporate advertising messages focus on establishing a corporate identity or on winning the public to the organization’ point of view .
12. Interactive Advertising delivered to individual consumers who have access to a computer and the Internet
13. Roles of Advertising ). The Marketing Role -- Marketing is the process a business uses to satisfy consumer needs and wants through goods and services. A target market is the particular set of consumers that the company chooses to direct its marketing effort towards
14. The Communication Role transmits different types of market information to match buyers and sellers in the marketplace. Advertising informs and transforms.
15. ). The Economic Role - - The market power model considers advertising to be a means of persuasion that increases product differentiation and decreases consumers’ willingness to substitute competing alternatives. The model based on the economics of information theory assumes that price ). The Economic Role --
16. Advertising Announces products that are available. Stimulates store traffic. Tries to create a distinctive image for the store
17. The Societal Role Informs us about new and improved products. Teaches us how to use these innovations. Helps us to compare products and features and make informed decisions It mirrors fashion and design trends and adds to our aesthetic sense
18. Functions of Advertising Product and Brand Information — this is the main function of advertising Incentive to Take Action -. -provides consumers with reasons to switch brands by presenting reasons through copy or graphics. Reminder and Reinforcement — advertising must be constantly reminding the consumer about the name of the brand or its benefits
19. The Five Players of Advertising The advertiser. The advertising agency. The media. The vendor. The audience.
20. Advertising making process Ideas,discussions,brain storming sessions,Briefs,story board,design,copy Production