英文版广告学原理与实务.pptx

Introduction to AdvertisingPart 1:FoundationsChapter 11-2Chapter OutlineI.Chapter Key PointsII.What is Advertising?III.Roles and Functions of AdvertisingIV.The Key PlayersV.Types of AdvertisingVI.What Makes an Ad Effective?VII.The Evolution of AdvertisingVIII.The Current Advertising Scene1-3Key PointsDefine advertising and explain its key componentsDiscuss the roles and functions of advertising within society and businessIdentify the key players and their roles in creating advertisingExplain the different types of advertisingSummarize the characteristics of effective advertising and explain why it is always goal directedAnalyze the changes affecting the advertising industry1-4Defining Modern AdvertisingAdvertising is paid persuasive communicationUses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audienceFive basic components:1.Paid communication2.Sponsor is identified3.Tries to persuade or influence4.Reaches a large audience5.Conveyed through impersonal mass media1-5Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaThe logic and planning behind the adAdvertisers develop ads to meet objectivesAdvertisers direct ads to identified audiencesAdvertisers create messages that speak to the audiences concernsAdvertisers run ads in the most effective media1-6Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaThe central idea that grabs the consumers attentionCreativity drives the entire field of advertising1-7Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaEffective ads adhere to the highest production values in the industryClients demand the best production the budget allows1-8Key Concepts of AdvertisingStrategyCreative ideaExecutionMediaCommunication channels that reach a broad audienceHow to deliver the message is just as important coming up with the creative idea of the message1-9Roles of AdvertisingMarketingCommunicationEconomicSocietalThe process a business uses to satisfy consumer needs by providing goods and servicesProduct categoryTarget marketMarketing mixBrand1-10Roles of AdvertisingMarketingCommunicationEconomicSocietalCan reach a mass audienceIntroduces productsExplains important changesReminds and reinforcesPersuades1-11Roles of AdvertisingMarketingCommunicationEconomicSocietalMoves from being informational to creating demandAdvertising is an objective means for providing price-value information,thereby creating a more rational economy1-12Roles of AdvertisingMarketingCommunicationEconomicSocietalInforms consumers about innovations and issuesMirrors fashion and design trendsTeaches consumers about new products Helps shape consumer self-imagePerpetuates self-expression1-13The Functions of AdvertisingBuilds awareness of products and brandsCreates a brand imageProvides product and brand informationPersuades peopleProvides incentives to take actionProvides brand remindersReinforces past purchases and brand experiences1-14The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceUses advertising to send out a message about its productsInitiates the advertising effort by identifying a marketing problemApproves audience,plan and budgetHires the advertising agency1-15The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceHas strategic and creative expertise,media knowledge,workforce talent,and negotiating abilitiesAdvertising departmentIn-house agency1-16The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceThe channels of communication that carry the message to the audienceAre also companies or huge conglomeratesMass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches1-17The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceAssist advertisers,agencies,and the media in creating and placing the adsVendor services are often cheaper than those in-house1-18The Key PlayersAdvertiser(client)AgencyMediaSupplierAudienceThe desired audience for the advertising messageData-gathering technology improves accuracy of information about customersAdvertisers must recognize the various target audiences they are talking to and know as much about them as possible1-19Types of AdvertisingBrand advertisingRetail or Local advertisingDirect-Response advertisingBusiness-to-Business advertisingInstitutional advertisingNonprofit advertisingPublic Service advertising1-20What Makes an Ad Effective?1.If it creates an impression for a product or brand2.If it influences people to respond in some way3.If it separates the product or brand from the competition in the mind of the consumer1-21What Makes an Ad Effective?Effective advertising messages will achieve the desired impact(objective)on the target audienceAward ShowsEFFIES,AME,IPAJudge effectivenessCLIOS,One Show,CannesJudge creative ideasNot all award-wining ads are effective1-22The Evolution of AdvertisingAge of PrintIndustrial Revolution and Emergence of Consumer SocietyModern Advertising EraAccountability Era1-23The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationElectronic media are changing the media landscapeNew media are more personal and interactive1-24The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationThe practice of unifying all marketing communication tools so they send a consistent,persuasive message1-25The Current Advertising SceneExpanded viewIntegrated Marketing CommunicationGlobalizationIncreasing globalization of marketing programsAdvertisers are moving into global markets and agencies are forming huge multinational operations