1.
Introduction to
Advertising
Prepared By
Nijaz N

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.
• According to American Marketing Association:
 “Advertising is any paid form of non-personal presentation and
promotion of ideas, goods and services by an identified
sponsor.”
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3.
• Advertising includes the name
of a product or service and
how that product or service
could benefit the consumer, to
persuade potential customers
to purchase or to consume
that particular BRAND.
• Modern advertising
developed with the rise of
mass production in the late
19th and early 20th centuries.
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4.
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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5.
Basic Functions Of Advertising:
1. Inform Function
2. Persuasive Function
3. Reminder Function
The Functions of Advertising
1. Builds awareness of products and brands
2. Creates a brand image
3. Provides product and brand information
4. Persuades people
5. Provides incentives to take action
6. Provides brand reminders
7. Reinforces past purchases and brand
experiences
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6.
History & Evolution
• Egyptians used papyrus
to make sales messages
and wall posters.
• Commercial messages
and political campaign
displays have been found
in the ruins of Pompeii
and ancient Arabia.
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7.
History & Evolution
• In 1704 The first newspaper advertisement, an announcement seeking a
buyer for an Oyster Bay, Long Island, estate, is published in the Boston
News-Letter.
• In June 1836, French newspaper La Presse was the first to include paid
advertising in its pages.
• Around 1840, Volney Palmer established a predecessor to advertising
agencies in Boston.
• The first radio commercial is credited to WEAF, New York on August 28,
1922 for the Queensboro real estate corporation.
• The world's first television advertisement was broadcast July 1, 1941. The
watchmaker Bulova paid $4 for a placement on New York station WNBT
before a baseball game. 7

8.
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 media
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9.
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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10.
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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11.
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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12.
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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13.
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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14.
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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15.
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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16.
Prepared By
Nijaz N

17.
Marketing Communications
Communications Platforms
• Advertising
• any paid form of non-personal presentation
by a sponsor
• Sales Promotion
• personal presentations by a firm’s sales force
• Public relations
• short term incentives to encourage sales
• Direct marketing
• building good relations with various publics
• Personal selling
• short term incentives to encourage sales
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18.
The IMC Model
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Marketing Plan
(Marketing Objectives &
Strategies)
Integrated Marketing
Promotion
DistributionProduct
Price
Marketing Mix
Elements
Employee Behavior, Word of Mouth, processes etc
IMC
Sales
Promotion
PR/Publicity
Advertising
Events
Direct
Marketing
Personal
Selling
CommunicationMix
Elements

19.
IMC ---Examples
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20.
The Marketing Communications
Mix ?
The specific mix of advertising,
personal selling, sales
promotion, and public relations
a company uses to pursue its
advertising and marketing
objectives.
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21.
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22.
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• The purpose or objective behind advertising
• include sales promotion, information and guidance
to consumers, developing brand loyalty etc
MISSION
• (Advertising budget). It means the budget allocation
made by the company for advertisingMoney
• The message is given through written words, pictures,
slogans and so on. The message is for the information,
guidance and motivation of prospective buyers.
Message
• selection of media depends on the budget provided,
products to be advertised, and features of prospective
buyers, so on.
Media
• Effectiveness of advertising
Measure

23.
Models of
Marketing
Communication
Prepared By
Nijaz N

24.
Marketing Communication
Models
AIDA
Model HEIGHTENED
APPRECIATION
Model
ADVERTISING
EXPOSURE Model
DAGMAR
Model
Model OF
JOYEE
LEVIDGE
AND
STEINER
Model
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25.
AIDA
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• attract the attention of the customer.
A - Attention
(Awareness)
• raise customer interest by focusing on and
demonstrating advantages and benefits (instead of
focusing on features, as in traditional advertising).
I - Interest
• convince customers that they want and desire the
product or service and that it will satisfy their
needs.
D – Desire
• lead customers towards taking action and/or
purchasingA - Action

26.
Defining Advertising Goals for Measured
Advertising Results (DAGMAR)
• Model proposed by Russel H. Colley in 1961.
• Suggests that the ultimate objective of advertising must carry a
consumer through four levels of understanding: from
unawareness to Awareness—
– the consumer must first be aware of a brand or company
– Comprehension - he or she must have a comprehension of what the
product is and its benefits;
– Conviction - he or she must arrive at the mental disposition or
conviction to buys the brand;
– Action—finally, he or she actually buy that product.
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27.
ETHICAL & SOCIAL ISSUES IN
MARKETING COMMUNICATION
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28.
ETHICAL ISSUES IN MARKETING
COMMUNICATION
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Ethics in our context involves matters
of right and wrong, or moral, conduct
pertaining to any aspect of marketing
communications

29.
ETHICAL ISSUES IN MARKETING
COMMUNICATION
• Puffery refers to exaggerated claim of a product’s
superiority or the use of subjective or vague statements
that may not be literally true.
– Puffery ( commercial exaggeration ) is legal.
• Deception is when the consumer is led to believe
something which is not true.
– Deception is making false or misleading statements.
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Puffery and Deception

30.
SOCIAL & ETHICAL ISSUES IN
MARKETING COMMUNICATION
• Advertising promotes superficiality and materialism in children.
• Children are inexperienced and easy prey.
• Persuasion to children creates child-parent conflicts.
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Advertising to Children
ADVERTISING CONTROVERSIAL PRODUCTS
• Tobacco
• Alcohol
• Gambling
• Drugs

31.
SOCIAL & ETHICAL ISSUES IN
MARKETING COMMUNICATION
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Four Aspects:
• 1) Label information
• 2) Packaging graphics
• 3) Packaging safety
• 4) Environmental implications