ADVERTISING & IMC

Welcome to the magic and power

of advertising.

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Part 1 Principle: Back to
Basics
o CHAPTER 1 – Advertising
o CHAPTER 2 – Brand Communication
o CHAPTER 3 – Brand Communication and
Society

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CHAPTER KEY POINTS
o What is advertising, how has it evolved ,
and what does it do in modern times?
o How have the key concepts of marketing
communication developed overtime?
o How is the industry organized – key
players, types of agencies, and jobs
within agencies?
o Why and how is the practice of
advertising changing?

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WHAT IS ADVERTISING?

o Advertising is a paid form of persuasive

communication that uses mass and
interactive media to reach broad
audiences in order to connect an
identified sponsor with buyers ( a target
audience ), provide information about
products, and interpret the product
features in terms of the customer’s
needs and wants.
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WHAT ARE ADVERTISING’S
BASIC FUNCTIONS?
o To summarize the key parts of the
definition and to better understand
advertising's development as a
commercial form of communication, it
helps to see how advertising's definition
has evolved over the years in terms of
three critical functions.

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WHAT ARE ADVERTISING’S
BASIC FUNCTIONS?
o IDENTIFICATION. It identifies a product
and/or the store where it’s sold. In its
earliest years, and this goes back as far
as ancient times, advertising focused on
identifying a product and where you
could buy it. Some of the earliest ads
were simply signs with the name or
graphic image of the type of store.

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WHAT ARE ADVERTISING’S
BASIC FUNCTIONS?
o INFORMATION. Advances in printing
technology at the beginning of the
Renaissance spurred literacy and brought an
explosion of printed materials in the form of
posters, handbills, and newspapers.
o Literacy was no longer the badge of the elite,
and it was possible to reach a general
audience with more detailed information
about products.

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WHAT ARE ADVERTISING’S
BASIC FUNCTIONS?
o INFORMATION.
o The word advertisement first appeared around
1655, and by 1660 publishers were using the word
as a heading in newspapers for commercial
information. These messages announced land for
sale, runaways (slaves and servants), transportation
(ships arriving etc), and goods for sale from local
merchants.
o Because of the importance of commercial
information, these ads were considered news and in
many cases occupied more space in early
newspapers than the news stories.
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WHAT ARE ADVERTISING’S
BASIC FUNCTIONS?
o PERSUASION. Persuasion Advertising may
persuade people to buy things. The Industrial Revolution
accelerated social change as well as mass production. It
brought the efficiency of machinery not only to the
production of goods but also to their distribution.
o For widespread marketing of products, it became
important to have a recognizable brand name, such as
Ivory or, more recently, Old Spice. Also, large groups of
people needed to know about these goods, so along with
industrial mechanization and the opening of the frontier
came even more use of new communication media, such
as magazines, catalogs, and billboards that reached
more people with more enticing forms of persuasion.
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WHAT ARE ADVERTISING’S
BASIC FUNCTIONS?
o PERSUASION.
o P. T. Barnum and patent medicine
makers were among the advertising
pioneers who moved promo tion from
identification and information to a
flamboyant version of persuasion called
hype-graphics and language
characterized by exaggeration, or
hyperbole.
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WHAT ARE THE KEY CONCEPTS
OF ADVERTISING?

o STRATEGY
o MESSAGE
o MEDIA
o EVALUATION

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WHAT ARE THE KEY CONCEPTS
OF ADVERTISING?

o STRATEGY - The logic or strategy behind

an advertisement or any type of marketing
communication message is stated in
measurable objectives that focus on areas
such as sales, news, psychological appeals,
emotion, branding, and brand reputation, as
well as the position and differentiation of the
product from the competition and segmenting
and target ing the best prospects.

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WHAT ARE THE KEY CONCEPTS
OF ADVERTISING?

o MESSAGE -The concept behind a

message and how that message is
expressed is based on research and
consumer insights with an emphasis on
creativity and artistry.

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WHAT ARE THE KEY CONCEPTS
OF ADVERTISING?

o MEDIA- Various media have been used by

advertisers over the centuries including print
(handbills, newspapers, and magazines),
outdoor (signs and posters), broadcast (radio
and television), and now digital media.
Targeting ads to prospective buyers is done by
matching their profiles to media audiences.
Advertising agency compensation was originally
based on the cost of buying time or space in the
media.

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WHAT ARE THE KEY CONCEPTS
OF ADVERTISING?

o EVALUATION - Effectiveness means

meeting the stated objectives, and in
order to determine if that has happened,
there must be evaluation methods
planned into the strategy. Standards also
are set by professional organizations
and companies that rate the size and
makeup of media audiences as well as
advertising's social responsibility.
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COMMON TYPES OF
ADVERTISING
1. BRAND ADVERTISING
2. RETAIL ADVERTISING OR LOCAL
ADVERTISING
3. DIRECT RESPONSE ADVERTISING
4. BUSINESS TO BUSINESS (B2B)
ADVERTISING
5. INSTITUTIONAL ADVERTISING
6. NONPROFIT ADVERTISING
7. PUBLIC SERVICE ADVERTISING
8. SPECIFIC ADVERTISING AREAS ( health care,
green marketing etc. )
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1. BRAND ADVERTISING
Brand advertising is a type of strategy that
develops brand recognition, customer
loyalty, and builds lasting relationships with
clients. Its main aims are to capture
people's attention, to establish a stable
positive brand identity, and to maintain
awareness of potential customers over
time.

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1. BRAND ADVERTISING

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2. RETAIL ADVERTISING OR
LOCAL ADVERTISING
Brand advertising is a type of strategy that
develops brand recognition, customer
loyalty, and builds lasting relationships with
clients. Its main aims are to capture
people's attention, to establish a stable
positive brand identity, and to maintain
awareness of potential customers over
time.

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2. RETAIL ADVERTISING OR
LOCAL ADVERTISING

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3. DIRECT RESPONSE
ADVERTISING
It tries to stimulate an immediate response
by the customer to the seller. It can use
any advertising medium, particularly direct
mail and the internet.

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3. DIRECT RESPONSE
ADVERTISING

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4. BUSINESS TO BUSINESS
(B2B) ADVERTISING
It is also called trade advertising , is sent
from one business to another. Advertisers
place most business advertising in
professional publications that reach these
audiences.

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5. INSTITUTIONAL ADVERTISING

It is also called corporate advertising,

focuses on establishing a corporate
identity or winning the public over the
organization ‘s point of view.

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6. NONPROFIT ADVERTISING

It is used by not-for-profit organizations ,

such as charities , foundations,
associations , hospitals , orchestras,
museums and religious institutions, to
reach customers , members and
volunteers.

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7. PUBLIC SERVICE ADVERTISING

It provides messages on behalf of good

cause, such as stopping drunk driving ( as
in ads from Mothers against Drunk Driving
)

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WHAT ROLES DOES ADVERTISING
PERFORM?

o MARKETING AND COMMUNICATION

ROLES
o ECONOMIC AND SOCIETAL ROLES

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HOW DID CURRENT PRACTICES AND
CONCEPTS EVOLVE?

ERAS AND AGES

1. The Early Age of Print
2. The Early Age of Agencies
3. The Scientific Era
4. The Creative Era
5. The Era of Accountability and
Integration
6. The Social Media Era
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THE ADVERTISING WORLD

KEY PLAYERS
1. The Organization
2. The Agency
3. The Media
4. Professional Suppliers and Consultants

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1. The Organization

Advertising begins with the

organization behind the promotion
message, or the advertiser. The
company sponsors advertising and
other promotional messages about its
business.

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2. The Agency

The second player is the advertising

agency ( or other types of marketing
communication agencies ) that creates ,
produces and distributes the messages.

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3. The Media

The third player in the advertising world

is the media , the systems used to
deliver messages and engage
audiences.

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4. Professional Suppliers and
Consultants

The fourth player in the world of

advertising include artists, writers,
photographers, directors, producers,
printers, printers and self-employed
freelancers and consultants.

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TO END THIS CHAPTER LET’S
ANSWER THIS QUESTION

WHY AND HOW IS

THE PRACTICE
OF ADVERTISING
CHANGING?

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