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Introducción A Publicidad

This document provides an introduction to advertising. It defines advertising as a paid form of communication intended to persuade consumers to purchase a product or service. Key points made include that advertising has a large budget of $190 billion annually and reaches mass audiences through non-personal media like TV, internet and print. The document also outlines several roles of advertising including its marketing, communication and economic functions. It describes common types of advertising and important players like advertisers, agencies and media. Finally, it stresses the importance of creating effective advertising with clear objectives and measurable goals.

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Răzvan Adrian Cârcu
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69 views18 pages

Introducción A Publicidad

This document provides an introduction to advertising. It defines advertising as a paid form of communication intended to persuade consumers to purchase a product or service. Key points made include that advertising has a large budget of $190 billion annually and reaches mass audiences through non-personal media like TV, internet and print. The document also outlines several roles of advertising including its marketing, communication and economic functions. It describes common types of advertising and important players like advertisers, agencies and media. Finally, it stresses the importance of creating effective advertising with clear objectives and measurable goals.

Uploaded by

Răzvan Adrian Cârcu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 18

INTRODUCTION TO

ADVERTISING
ICUM/August 9th, 2019/Course 1
WHAT IS
ADVERTISING
?
Grab a piece of paper and
write what you think
advertising is.
DEFINING ADVERTISING
• paid form of communication

• the sponsor of the ad is identified (we know who wants to sell us that
certain product/service/idea)

• tries to persuade the customer to do something (mostly to buy something)

• it reaches a very large audience (think of an ad during the Super Bowl half-
time)

• the message is transmitted through non personal mass media (TV,


Internet, billboards, newspapers, magazines, etc.)
190 BILLION DOLLARS
1.7 MILLION
KEY CONCEPTS

• advertising strategy

• creative idea

• creative execution

• creative media use


ROLES OF ADVERTISING
• marketing role (satisfying needs and wants by
providing goods and services)

• target market

• marketing mix or the 4 Ps (product, price, place and


promotion)

• brand
ROLES OF ADVERTISING

• communication role (connects buyers and


sellers in the marketplace)

• advertising is a form of mass communication


(prices, features, transforming a product into
a brand)
ROLES OF ADVERTISING

• economic role

• rational economy - customer assesses


product’s feature, compares and decides

• images and emotions influence consumer’s


decision - it has nothing to do with pricing
ROLES OF ADVERTISING

• societal role

• informs us about new and improved products

• helps us compare products/ features

• keeps up-to-date with innovations


KEY PLAYERS IN THE
ADVERTISING GAME
• advertiser

• advertising agency

• vendor

• the media

• target audience
WHAT TYPES OF
ADVERTISING ARE YOU
FAMILIAR WITH?
DIFFERENT TYPES OF
ADVERTISING
• Brand advertising

• Retail or local

• Direct response

• B2B

• Institutional

• Nonprofit

• Public service
WHAT IS EFFECTIVE
ADVERTISING?
Advertising is a goal-driven industry.
• ads that work deliver the message the
advertiser intended and consumers
respond as the advertiser wanted them to

• how you say something and where you


say it is as important as what you’re
saying
OBJECTIVES
IN
ADVERTISIN
G
In advertising we work with
objectives, measurable
goals or results that tell us
if the ad was effective or
not.
HANDS ON CASE
“In advertising, not to be creative is virtual
suicide.”

–Thornton Wilder
• Bibliography:
Advertising. Principles and Practice, 7th
edition
(Wells, Burnett, Moriarty)
Pp. 2-27

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