This session entails the basic introduction of advertisement, where students will see how advertisement influences the nation.

1. Introduction to Advertisement
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2. Defining Modern Advertising
 Advertising is paid persuasive
communication
 Uses non-personal mass media
to reach broad audiences to
connect an identified sponsor
with a target audience
 Five basic components:
1. Paid communication
2. Sponsor is identified
3. Tries to persuade or
influence
4. Reaches a large audience
5. Conveyed through
impersonal mass media
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3. Key Concepts of Advertising
 Strategy
 Creative idea
 Execution
 Media
 The logic and planning behind
the ad
 Advertisers develop ads to meet
objectives
 Advertisers direct ads to
identified audiences
 Advertisers create messages
that speak to the audience’s
concerns
 Advertisers run ads in the most
effective media3

4. Key Concepts of Advertising
 Strategy
 Creative idea
 Execution
 Media
 The central idea that grabs the
consumer’s attention
 Creativity drives the entire field
of advertising
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5. Key Concepts of Advertising
 Strategy
 Creative idea
 Execution
 Media
 Effective ads adhere to the
highest production values in the
industry
 Clients demand the best
production the budget allows
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6. Key Concepts of Advertising
 Strategy
 Creative idea
 Execution
 Media
 Communication channels that
reach a broad audience
 How to deliver the message is
just as important coming up
with the creative idea of the
message
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7. Roles of Advertising
 Marketing
 Communication
 Economic
 Societal
 The process a business uses to
satisfy consumer needs by
providing goods and services
 Product category
 Target market
 Marketing mix
 Brand
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8. Roles of Advertising
 Marketing
 Communication
 Economic
 Societal
 Can reach a mass audience
 Introduces products
 Explains important changes
 Reminds and reinforces
 Persuades
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9. Roles of Advertising
 Marketing
 Communication
 Economic
 Societal
 Moves from being informational to
creating demand
 Advertising is an objective means for
providing price-value information, thereby
creating a more rational economy
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10. Roles of Advertising
 Marketing
 Communication
 Economic
 Societal
 Informs consumers about
innovations and issues
 Mirrors fashion and design trends
 Teaches consumers about new
products
 Helps shape consumer self-image
 Perpetuates self-expression
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11. The Functions of Advertising
 Builds awareness of products and brands
 Creates a brand image
 Provides product and brand information
 Persuades people
 Provides incentives to take action
 Provides brand reminders
 Reinforces past purchases and brand experiences
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12. The Key Players
 Advertiser (client)
 Agency
 Media
 Supplier
 Audience
 Uses advertising to send out a
message about its products
 Initiates the advertising effort by
identifying a marketing problem
 Approves audience, plan and
budget
 Hires the advertising agency
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13. The Key Players
 Advertiser (client)
 Agency
 Media
 Supplier
 Audience
 Has strategic and creative
expertise, media knowledge,
workforce talent, and negotiating
abilities
 Advertising department
 In-house agency
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14. The Key Players
 Advertiser (client)
 Agency
 Media
 Supplier
 Audience
 The channels of communication that
carry the message to the audience
 Are also companies or huge
conglomerates
 Mass media advertising can be cost
effective because the costs are spread
over the large number of people the ad
reaches
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15. The Key Players
 Advertiser (client)
 Agency
 Media
 Supplier
 Audience
 Assist advertisers, agencies, and
the media in creating and placing
the ads
 Vendor services are often cheaper
than those in-house
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16. The Key Players
 Advertiser (client)
 Agency
 Media
 Supplier
 Audience
 The desired audience for the
advertising message
 Data-gathering technology
improves accuracy of
information about customers
 Advertisers must recognize the
various target audiences they
are talking to and know as
much about them as possible
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17. What Makes an Ad Effective?
1. If it creates an impression for a product or brand
2. If it influences people to respond in some way
3. If it separates the product or brand from the competition in the mind
of the consumer
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18. What Makes an Ad Effective?
 Effective advertising messages will
achieve the desired impact
(objective) on the target audience
Award Shows
 EFFIES, AME, IPA
 Judge effectiveness
 CLIOS, One Show, Cannes
 Judge creative ideas
 Not all award-wining ads are
effective
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19. The Evolution of Advertising
 Age of Print
 Industrial Revolution and Emergence of Consumer Society
 Modern Advertising Era
 Accountability Era
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20. The Current Advertising Scene
 Expanded view
 Integrated Marketing
Communication
 Globalization
 Electronic media are changing
the media landscape
 New media are more personal
and interactive
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21. The Current Advertising Scene
 Expanded view
 Integrated Marketing
Communication
 Globalization
 The practice of unifying all
marketing communication tools
so they send a consistent,
persuasive message
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22. The Current Advertising Scene
 Expanded view
 Integrated Marketing
Communication
 Globalization
 Increasing globalization of
marketing programs
 Advertisers are moving into
global markets and agencies are
forming huge multinational
operations
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23. Thank You!!
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