1. ADVANCED
ADVERTISING
Lecture 1

2. Paper

3. A quick review

4. Advertising
Advertising is paid, non-
personal communication from
an identified sponsor using
various media to persuade
and influence an audience.

5. Functions of advertising
 Advertising identifies products and differentiates it from others (e.g.
different brands, packaging)
 Adv. communicates information about the product, its features and
its location of sale.
 Adv. induces customers to try new products and suggests reuse.
 Adv. stimulates the distribution of a product. (helps increase the
demand of the product)
 Adv increases the use of product since more people become aware
of the product.
 Adv builds brand value, brand preference and loyalty.
 It lowers the overall cost of sales.

6. Types of Ads
 Brand advertising/ National Consumer
advertising
 Retail/ Local advertising
 Political advertising
 Directory advertising
 Direct-response advertising
 Business to business advertising
 Institutional advertising
 Public Service Advertising
 Interactive Advertising

7. Reasons to advertise
 To announce a new  To announce location of
product stockists
 To expand the market to  To educate consumers
new buyers  To maintain sales
 To announce a  To challenge competition
modification
 To remind
 To announce a price
change  To retrieve lost sales
 To announce a new pack  To please the sales force
 To make a special offer  To recruit force
 To invite inquiries  To attract investors
 To sell directly  To announce trading
results
 To test a medium
 To obtain stockists

8. Appeals
 Primary  Need arousing
 Selective  Need satisfying
 Rational  Negative
 Emotion  Positive

9. Parts of an ad
 Trademark
 Logo
 Brand slogan/ tagline
 Caption
 Body copy

10. Layouts of ads
 Ogilvy layout
 Z layout
 Single Visual layout
 Illustrated layout
 Top heavy layout
 Upside down layout

11. In this semester
 Marketing
 Marketing Plan
 Media Brief
 Media Planning
 TVC
 Types of TVC
 Important points of
TVC
 Story boarding
 Branding
 Consumer Behavior

12. Required outputs (practical)
 Product Introduction  Survey
 Marketing Plan questionnaire
 Media Brief  Survey results
 Media Plan  Any other
 Print Ad promotional material
made by the group
 TVC Storyboard
 TVC