Доклад и презентация "TYPES AND FUNCTIONS OF ADVERTISING"

TYPES AND FUNCTIONS OF ADVERTISING Saule Zhaukina LMAG-104 1 What is Advertising? Communication From An Communication From An Advertising is Paid, Nonpersonal Advertising is Paid, Nonpersonal Identified Sponsor Using Mass Identified Sponsor Using Mass Media to Persuade or Influence Media to Persuade or Influence an Audience. an Audience. 2 Types of Advertising Interactive Interactive Advertising Advertising Brand  Brand  Advertising Advertising Public Service Public Service Advertising Advertising Institutional Institutional Advertising Advertising Business­to­ Business­to­ Business  Business  Advertising Advertising Retail or Local Retail or Local Advertising Advertising Political Political Advertising Advertising Directory Directory Advertising Advertising 3 Direct­Response Direct­Response Advertising Advertising Roles of Advertising Marketing Role Marketing Role •Marketing is the process a business  uses to satisfy consumer needs and  wants through goods and services. Communication Role Communication Role Economic Role Economic Role Societal Role Societal Role •Advertising is a form of mass  communication. •Two main views about advertising,  either the market power model or the  economics of information theory. •Informs us about new and  improved products, teaches us how  to use these innovations, etc. 4 Functions of Advertising Provide Product & Provide Product & Brand Information Brand Information Provide Incentives Provide Incentives To Take Action To Take Action Provide  Provide  Reminders and Reminders and Reinforcement  Reinforcement  Advertising  Advertising  Performs 3 Basic  Performs 3 Basic  Functions  Functions  5 Five Players of Advertising  The Advertiser is the individual or organization that usually initiates the advertising process.  The Advertising Agency plans and implements part or all of the advertising efforts.  May use an outside agency, or their own advertising department or in-house agency.  The Media are the channels of communication that carry the messages from the advertiser to the audience, i.e. television, magazines, radio, etc. 6 Five Players of Advertising  The Vendors are a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc.  The Target Audience may be the purchaser or the consumer of the product, or both. May need to design different ads for each group.  Critical to know as much about these target audiences as possible. 7 The Evolution of Advertising 1441­  1850 Age of Print 1850’s­ 1900 Industrial Revolution &  Consumer Society 1900­ 1950’s Age of  Science 1920’s Rise of  Agencies World War I­ World War II 1950’s 1960’s­ 1970’s 1970’s­  1990’s    Advertising    Declines Reintroducing  Consumers to Marketing Creative Era Accountability Era 8 THANK YOU FOR ATTENTION! 9