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Introduction to advertising

This document provides an introduction to advertising. It defines advertising as paid communication through mass media to connect an identified sponsor with a target audience. The five basic components of advertising are that it is paid, identifies a sponsor, tries to persuade, reaches a large audience, and is conveyed through mass media. Advertising has the functions of informing, persuading, and reminding audiences while building brand awareness, creating images, and providing incentives. The document traces the history of advertising from ancient times to modern radio and television and outlines key concepts like strategy, creative ideas, execution, and use of media channels. It also discusses the roles of advertising in marketing, communication, the economy, and society.

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Introduction to Advertising Prepared By Nijaz N
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.” 2
• 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. 3
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 4
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 5
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. 6
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
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 8
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 9
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 10
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 11
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 12
Roles of Advertising • Marketing • Communication • Economic • Societal • Can reach a mass audience • Introduces products • Explains important changes • Reminds and reinforces • Persuades 13
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 14
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 15