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ADVERTISING
THE WORLD OF ADVERTISING
What makes an AD great? (1) Ads should satisfy the consumers’ objectives by engaging and delivering a relevant message (2) Ads must Achieve the sponsor’s objectives Advertising Objectives | Consumer’s Objectives | 1.Attention/Awareness | Satisfy curiosity/memory/entertainment | 2. interest | Identify personal needs | 3. knowledge | Gather relevant information | 4. attitude change | Support risk associated with attitude change | 5. behavioral change/trial | Enhance with reduction | 6. repurchase/ commitment/ reminder | Reinforce trial & need reduction |
BROAD DIMENSIONS THAT CHARACTERIZE GREAT ADVERTISING
1. STRATEGY
* carefully directed to a certain audience
* driven by specific objectives
*the message is crafted to speak to that audience’s most important concerns
*run in media that will most effectively reach that audience
2. CREATIVITY
Creative Concept is a central idea that gets your attention and sticks in your memory.
3. EXECUTION
*Craftsmanship is impressive
*The details, the technique and production values have all been fine-tuned
“How you say it is just as important as what to say”
What you say comes from strategy, whereas how you say it is a product of creativity and execution.
The great ads then are ads that (1) are strategically sound, (2) have an original concept, (3) use exactly the right execution for the message
ADVERTISING
“Ad vertere” meaning “to turn the mind toward” * A paid communication about goods, services, ideas or institutions through the mass media designed to inform and / or influence one or more people in accordance with the intent of the advertiser.
Types of Advertising * Brand Advertising -also called National Consumer Advertising -focuses on the development of a long term brand identity and image -tries to develop distinctive brand image for a product * Retail or Local Advertising * local and focuses on the store where a
THE WORLD OF ADVERTISING
What makes an AD great? (1) Ads should satisfy the consumers’ objectives by engaging and delivering a relevant message (2) Ads must Achieve the sponsor’s objectives Advertising Objectives | Consumer’s Objectives | 1.Attention/Awareness | Satisfy curiosity/memory/entertainment | 2. interest | Identify personal needs | 3. knowledge | Gather relevant information | 4. attitude change | Support risk associated with attitude change | 5. behavioral change/trial | Enhance with reduction | 6. repurchase/ commitment/ reminder | Reinforce trial & need reduction |
BROAD DIMENSIONS THAT CHARACTERIZE GREAT ADVERTISING
1. STRATEGY
* carefully directed to a certain audience
* driven by specific objectives
*the message is crafted to speak to that audience’s most important concerns
*run in media that will most effectively reach that audience
2. CREATIVITY
Creative Concept is a central idea that gets your attention and sticks in your memory.
3. EXECUTION
*Craftsmanship is impressive
*The details, the technique and production values have all been fine-tuned
“How you say it is just as important as what to say”
What you say comes from strategy, whereas how you say it is a product of creativity and execution.
The great ads then are ads that (1) are strategically sound, (2) have an original concept, (3) use exactly the right execution for the message
ADVERTISING
“Ad vertere” meaning “to turn the mind toward” * A paid communication about goods, services, ideas or institutions through the mass media designed to inform and / or influence one or more people in accordance with the intent of the advertiser.
Types of Advertising * Brand Advertising -also called National Consumer Advertising -focuses on the development of a long term brand identity and image -tries to develop distinctive brand image for a product * Retail or Local Advertising * local and focuses on the store where a