Chapter

1
What is Advertising Today?
Defining
advertising and
introducing the
profession
Insert Bunny ad
p. 3
Here
Objectives
Define advertising and
differentiate it from
other forms of
marketing
communications
Explain how
advertising differs from
the basic human
communication
process
Discuss advertisings
role in marketing
strategy
Define marketing and
identify the four
elements of marketing
Differentiate consumer
and business markets
Exchanges
perception,
satisfaction
What is Advertising?
Usually paid for
Usually persuasive in nature
About products
From identified sponsors
The structured and
composed
nonpersonal
communication
Advertising
Through various media
Communication: What makes
Advertising Unique
Source
Formulates
an idea
Encoding
Encodes it as
a message
Message Channel
Sends it via
a channel
The human communication process
Communication: What makes
Advertising Unique
Source Encoding Message Channel
Decoding
To be
decoded
Receiver
By a
receiver
Feedback
The human communication process
Feedback
Sponsor
Author
Communication: What makes
Advertising Unique



Applying the communication process to advertising




Source Message
Receivers
Within the text of the advertisement
Persona
Literary form
1. Autobiography
2. Narrative
3. drama
Implied
consumers
Sponsorial
consumers
Actual
consumers
Source Dimensions
Legally responsible
Has a message for consumers
Sponsor
Copywriter, art director, or
creative group
Creates the message but
invisible to the audience
Author
Real or imaginary
spokesperson
Represents the sponsor
Persona
Message Dimensions
I tell a story about myself
to you, the imaginary
audience
Autobiography
Third person tells a story
about others to imagined
audience
Narrative
Characters act out events in
front of imagined audience
Drama
Receiver Dimensions
Ad texts presume an audience
These implied consumers are not
real
Implied
consumers
Gatekeepers who decide if the
ad will run
Sponsors executives
Sponsorial
consumers
People in the real world who
comprise the target audience
Actual
consumers
Applying the Communication Process to
Advertising
Redeemed
Coupons
Phone
Inquiries
Increased
Sales
Survey
Responses
Feedback
and
Interactivity
Exchanges
perception,
satisfaction
What is Marketing?
Process of planning and
executing
The conception, pricing,
distribution and promotion
Of ideas, goods, and services
To create exchanges that satisfy
Marketing
Perceived needs, wants, and
objectives
Who should
be the
targets
Advertising and the Marketing Process
Where
advertising
should
appear
What
media
should
be used
What
the ads
should
accomplish
Marketing
Strategy
Determines
Identifying Target Markets and Target
Audiences





Total
Market
Targe
t
Mark
et
Marketing
Activities
Identifying Target Markets and Target
Audiences





Total
Audience
Target
Audienc
e
Advertising
Types of Markets
Total
Market
Industrial
Consumer
Markets
Types of Markets
Total
Market
Industrial
Consumer
Markets
Types of Markets
Includes retail
advertising
Public service
announcements
Consumer
Markets
Types of Markets
Consumer
Markets
Industrial
Also called
Business-to-business
Trade advertising
Professional
advertising
Farm advertising
Specialized BTB
advertising:
Implementing Marketing Strategy
Marketing Strategy:
A mix of controllable strategic elements:
Product
Pricing
Distribution
Communication
Insurance or
tax prep
companies use
service
advertising
Mass
merchandise:
consumer
package
goods
advertising
Tech or science
products use
high-tech
advertising
The Product Element
For virtually every product
specialists use a specific
type of advertising
NO
The Price Element
Does the company
compete on price?
YES
Sale advertising
Clearance advertising
Loss-leader advertising
NO
The Price Element
Does the company
compete on price?
Image
advertising
Regular price-line
advertising
The Distribution Element
Global Marketers
Global advertising sends
consistent messages
around the world
Italy
Brazil Turkey Spain
The Distribution Element
Other Global
Marketers
International advertising
tailors messages to
foreign markets
Italy
Brazil Turkey Spain
The Distribution Element
National
advertising
Companies marketing in
several regions
The Distribution Element
Local
Advertising
Businesses and retailers
operating in a small
trading area
Communication Element
Marketing
Communications
(marcom)
All planned messages
That companies create
And disseminate to support
marketing
Advertising
Personal selling
Sales promotion
Public relations activities
Collateral materials
Communication Element
Integrated
Marketing
Communications
Collateral
Materials
Sales
Promotion
Product
Advertising
Personal
Selling
Public
Relations
Communication Element
Integrated
Marketing
Communications
Collateral
Materials
Sales
Promotion
Product
Advertising
Personal
Selling
Public
Relations