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ADVERTISING

MANAGEMENT
INTRODUCTION
What can you say about
ADVERTISING?
Advertising is the greatest art form of
the twentieth century.” - Marshall
McLuhan
“Advertising is the ability to sense,
interpret . . . to put the very heart
throbsof a business into type, paper and
ink.” - Leo Burnett
Advertising is the life of trade.”
- Calvin Coolidge
“Advertising - a judicious
mixture of flattery and threats.”
- Northrop Frye
“Advertising is legalized lying.”
- H.G. Wells
So what is ADVERTISING
really about?
 “any paid form of non personal presentation of
ideas, goods and services by an identified sponsor.”
 “Salesmanship in print”
 “Advertising as a substitute for the human
ADVERTISING is.... salesman”
 “Advertising is the business of creative thinking
for commercial advantage”
Examples of ADVERTISING
 Matrimonial advertisements, recruitment advertisements,
tenders, classified advertisements, notice, public
announcements

 A man who wears shirt-trouser instead of dhoti is advertising


that he is westernized

 a woman who wears a lipstick wants to advertise that she


wants to look beautiful

 a boy who rides a beautiful bike wants to advertise that he


wants to be noticed.
Darkside in ADVERTISING
 The use of women to sell virtually everything and to
have sexual overtures
in an advertisement has been a contentious issue.

 showing one community in a bad light, like if you don’t put


fairness cream then you would not get married have come
under the microscope of the ethics committee.
ADVERTISING could be a....
FORM
It may be sign, Non-
a symbol, an personal Services
illustration Goods Ideas
an ad message
in a magazine or
newspaper it is not on a
a commercial person-to-person
banking service or
on the radio or basis.
filing your tax political parties letting the
on television returns. television people know about their
party and why they should
a pamphlet
vote for their party.
handed out at a
street corner
a circular beware of AIDS
dispatched
through the mail
a sketch or Adult education
message on a
billboard or a
poster or a
banner on the
Net.
Medium used in ADVERTISING
PRINT
•Examples: newspapers, magazines,
posters, banners and hoardings.

ELECTRONIC
•radio, television, video, cable,
phone, internet.
4 P’s of Marketing in
ADVERTISING
Product
Place
Promotion
- the distinctive image Price
- the interaction
you want to associate
between the buyer and - method and the medias
the brand with. - quality plays a
the seller. used to reach out to the
major role.
people.
-is it youthful, young,
- distribution channels.
matured, secured,
AIDA MODEL
Cognitive stage

A
Attraction and Attention
- layout of a print advertisement or the way an advertisement is made in the form of moving pictures, the colors
used, the models used and the copy written, the movements used and the contrasting element used.

Affective stage

I Interest
- provokes us to think or feel about a product

Affective stage

D Desire
- would mean the buying motive. When you feel that you want to posses the particular product or be
associated with it.

Behavioral activity

A Action
- the acquisition of the product.
6 M’s of Advertising
MARKET
MISSION -Defining the Target Audience. MONEY
-incorporate the type of buyer you
-Aim of your advertisement. want to sell the product to. - the amount of budget.
EXAMPLE: EXAMPLE: EXAMPLE:
-Is to improve sales, is to launch a -For a cosmetic company it is but -Procter & Gamble may
new product, it for recall, is it for natural they would show women and allocate 1M PHP for the
some short term offers, is it to not men in their advertisement. advertisement of Tide detergent
-For Horlicks they would show
gain attention. spread over one year.
children having the product.

MESSAGE

-What to say, how to say, who will MEDIA


say it and what type of appeals to be MEASUREMENT
given in the message. -used for putting the
EXAMPLE: advertisement. -the way in which see as to
-the colors used in the car, the EXAMPLE: whether your advertisement has
movements of the car and what the -Social media, Televisions, Radio, been effective or not.
person should remember the car as Magazine etc.
are few of the elements to be kept in
mind.
SOURCE: RAI TECHNOLOGY UNIVERSITY ADVERTISING MANAGEMENT
Presentations done by: Mark Anthony G. De Monteverde
FB PAGE: Marketing Guru