...ADVERTISING AND PUBLIC RELATIONS 1 READING 1: Introduction to Advertising Defining Advertising • Advertising is the structured and composed non-‐personal communication of information, usually paid for and usually persuasive in nature, about products (e.g. goods, services and ideas) by identified sponsors through various media. Key Points from the definition: 1. Advertising is a type of communication—a very structured form of communication—employing both verbal and non-‐verbal elements that are composed to fill specific space and time formats determined by sponsors. 2. Advertising is directed to groups of people rather than to individuals; it is therefore non-‐personal or mass communication. 3. Most advertising is paid for by sponsors except those public service announcements that are carried at no charge because of their nonprofit status. 4. Advertising is ...
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...Executive summary: Advertising and promotion is used to inform about the products or service to customers, stakeholders or boarder publics. To fulfill this motive, many strategies has been developed and practiced over the world. In this era of technology and science, it has become easier to carry out advertising and promotional activities. This assignment has been specially designed about the communication, strategies, techniques and evaluation that are needed to carry out proper advertising and effective promotion. The importance and significance of promotional activities have also been included here. The assignment is writing in such a way that all kinds of readers can easily understand the points mentioned here. Table of Contents Executive summary: i Introduction 1 LO 1: Understanding the scope of marketing communication. 1 1.1 Communication process that applies to advertising and promotion. 1 1.2 The organization of advertising and promotion industry. 2 1.3 Assess how promotion is regulated. 3 1.4 Examine current trends in advertising and promotion including the impact of ICT. 3 LO 2: Understand the role and importance of communication. 4 2.1 Explain the role of advertising in an integrated promotional strategy for a business or product. 4 2.2 Explain branding and how it is used to strengthen a business or product. 4 2.3 The creative aspects of advertising. 5 2.4 Ways of working with advertising agency. 5 LO 3: Understand below-the-line techniques...
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...The Impact of Advertising on Attitudes in Belize Introduction Advertising is a vital component in the economic development and progress in countries all around the globe but most of all it has become the mainstream and biggest promoting tool of any industry. According to William M. O’Barr (2000), “Advertising is a complex phenomenon — intimately tied to society, culture, history, and the economy — that defies any simple or single definition. Some aspects of it are universal, whereas others are culturally specific. It is personal salesmanship transformed into mediated communication. It sometimes provides new information, often cajoles, and always attempts to persuade. In addition to selling messages, it encodes cultural values and social ideals. And depending on your point of view, it is a positive or negative force in society and the economy.” (What Is Advertising?, 2000) As stated in O’Barr’s definition of advertising, it has the power to manipulate the economy, society, culture, and the political system. Globally, advertising serves the purpose of promoting products and services, and business. Modern inventions and creations are becoming popular through advertisements. In addition, the economy becomes stronger because advertising stimulates the demand for products and services. Therefore, consumers buy products and seek different kinds of services because they have seen it on television, in the newspapers, magazines, through the use of technology and even word of mouth...
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...Advertising is one of the key marketing communication strategies that can significantly reduce your overall marketing costs and increase sales -- if it's developed, placed, and scheduled properly. What does it take to make your advertising successful? Ask yourself these questions: What is it that stops me long enough to read an ad? What TV commercials do I watch and why? What direct mail do I open? And what are the common elements that they all possess? If you can't define those elements, start paying closer attention. They'll probably incorporate these 6 main elements: Make Advertising PayThe six main elements to effective advertising.1. A headline is the most essential element of an ad. You've got a second or two to get the attention of a prospect. The message in, and treatment of, your headline will account for up to 70% of the readership of your advertisements. Yet, if you examine the advertising you see in yournewspapers and magazines, you'll find many ads that have no headline. All too often they start off with the advertiser's name or logo -- something the reader cares little about. The best advertising emphasizes the service, not the source.2. Headlines and body copy should appeal to the reader's self interest. In other words, learn to think, write and speak benefits to your market! Check over your copy. Are you telling the reader how your product or service can help them? Do you use the personal pronoun "you" frequently? Or does yourcopy talk about "we can do..." "We're...
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...Advertising is the act or practice of calling public attention to one’s product, service and need, especially by paid announcements which as of products for sale, in newspaper and internet or on television as well as radio. (Dictionary.com, n.d.) Advertising can be disseminated through many methods. An obvious reason for advertising is simply informing people of the existence of products. Consumers might be interested in buying. No one will buy something that they do not know exists. When more people know about a product, more of it will be sold (Berkers, 2014). Today, a company or business when they are doing advertisements will research the target for their product or goods. Next, the company will decide how to manage their advertising. One of the best ways does this in twenty-first century to try to establish viral marketing. Viral marketing, which is also called viral advertising, is an easier way to tell consumers about a company’s product. This means a marketing strategy that focuses on spreading information and opinions about a product or service from person to person, specifically by using unconventional means such as the Internet or e-mail. (Dictionary.com, n.d.) For example, advertising information posted on Facebook, if anyone accepts this information then puts like or share it, his or her friends may receive the message and do the same thing. Next if this trend is continuing, the information may reach the result of going viral. This project aims to research how social...
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...| ADVERTISING PLAN 2011 | MM575 – ADVERTISING MANAGEMENT | | | Ivory Miller | 12/11/2011 | | TABLE OF CONTENTS Executive Summary | Page 2 | Situation Analysis• Company Description• SWOT Analysis• Industry Analysis• Target Market Description • Marketing Mix• Competitive Analysis | Page 3Page 3Page 4Page 4Page 6Page 7Page 9 | Advertising Objectives• Communication goals• Purchasing behavior• Positioning | Page 10Page 10Page 11Page 12 | Advertising Strategy• Product Concept• Target Audience • Communications Media• Media Objectives• Media Plan• Communication Effectiveness• Advertising Message | Page 13Page 13Page 13Page 14Page 15Page 16Page 17Page 17 | Testing & Evaluations• Advertising Research• Effectiveness Measurement | Page 19Page 19Page 20 | Bibliography | Page 21 | EXECUTIVE SUMMARY The use of cellular or mobile phones has shown remarkable growth and evolution over the past few years. Consumers can make voice calls, send text messages, access their emails, the internet and can even insure their phones in the event that they are lost or damaged for a small fee per month. All bases seem to be covered correct? Let’s imagine a worst case scenario and say due to the current economy your company has to downsize which involves laying-off your whole department including you. You’re back at square one looking for a job to match your qualifications. About two years have passed and your unemployment benefits have run out. You’re barely making...
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...[CONTENTS LETTER OF TRANSMITTAL……………………………….04 INTRODUCTION……………………………………………..05 SITUATIONAL ANALYSIS………………………………… 06 ADVERTISING PROBLEM…………………………………. 07 ADVERTSING OPPORTUNITES…………………………… 08 KEY PLANNING DECISIONS……………………………… 09 IMPLEMENTATION………………………………………… 10 EVALUATION………………………………………………… 11 BUDGET……………………………………………………….. 11 THE CREATIVE STRATEGY………………………………..12 THE MEDIA STRATEGY…………………………………….13 OTHER COMMUNICATION TOOLS……………………... 17 LETTER OF TRANSMITTAL 19th December 2007 MR EHTESHAM ALI Senior Lecturer College of Management Sciences PAF KIET Korangi Creek Karachi, Pakistan Respected Sir, Here is the advertising report required as a component for assessment of our group in the course “ADVERTISING” This report provides an overview of how the advertising plan should be made when a product is being launched in the market. What are the tactics and strategies used in order to implement the overall campaign plan Please do not hesitate to contact us if you have any questions regarding this report. Yours Sincerely Raieef Qureshi INTRODUCTION: Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “direct from the tea gardens to the tea pot,” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone - with a high quality but reasonably priced product. The...
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...Ford in Sync with Hispanic Audience When advertising the” Ford SYNC”, Ford had to look at many different aspects of the product to fully advertise it. Ford knew that the main target market that they wanted to appeal to was the diverse U.S. Hispanic market. Ford had to get away from its consumers thinking of Ford as just making strong, dependable trucks, but it could also be technology advanced as well. Ford did what any other car company was doing, which was letting you talk hands free. Ford hit something that wasn’t thought of yet. Ford made the Ford SYNC. . The Ford SYNC was developed by Microsoft, allowing people to listen to music from their music devices and talk on the phone as well. One may of the bat think that something like that has already been created but what sets it apart is SYNC can understand various dialects of Spanish. When discovering a target market, Ford wanted to target 18 to 49 year old Hispanics. Ford wanted to do this for two reasons. The first reason is because Ford wanted to generate consumer awareness by educating consumers on what all SYNC had to offer. This was helpful because the consumer got to learn about the product before purchasing it and not buying the product and having no knowledge of what they just purchased. The second reason is so that they could those who show interest by responding to them online. This was a good idea because it allowed the consumers to register for door prizes and sweepstakes and letting the customer stay in tuned...
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...Advertising effects on children Never there been a subject that has aroused as much discussion as that of advertising. These last few decades have seen a development of this powerful marketing process and major tool of communication practices. Nowadays, advertisements are present in all fields of our modern societies. The debate about the positive and the negative effects of advertisements is still relevant today. Despite the fact that the main purpose of publicity should be the informational aspect, advertisers use their influence in a distinct way. Sometimes manipulative, their controversial techniques use psychological appeals in order to increase purchases. Publicity has unfavorable side effects on individuals, especially on young and vulnerable consumers: children. The purpose of this paper is to illustrate that food habits, lifestyles and behaviors are guided by advertising detrimental models. Teenagers represented core targets for advertisers because media has become one of the most substantial socialization agents known today. Adolescents spent 140 billion dollars a year in 2004 in various products, and 12 years old kids 25 billion dollars, but they are also able to act upon a $200 billion dollar budget (Mary Story and Simone French, Food Advertising and Marketing Directed at Children and Adolescents in the US). According to the Professor Sharon Beder, “[y]oung children are increasingly the target of publicity and marketing because of the amount of money they...
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...advertisers make our culture better or worse? Should there be less advertising in our society? These question and many other questions I was asking myself while I was watching this report. No one can deny that consumers need the advertisings, but not which kind of advertising they need. Consumers need only the honest advertisings. They need it to inform them about the new product, new promotion or sales of an existing product, hours of operation, and so on. I do not have any problem with the fact of existing of the advertisings, but I have a big problem about the amount of the advertisements and how they are very distractive. The ratio of messages that benefits advertisers to the ratio that benefits the consumers is wildly unfavorable to the consumers. For example, let’s say that in a given day the consumers see or hear hundred advertisements of some sort. In a typical day the number of those messages that benefit the advertisers will be hundred, but how many messages will benefit the consumers? I have to admit, that watching this report had changed my understanding about the advertisings. The way I am watching the advertisings now is different than the way I used to watch it before. Now I have a feeling that I became more critical and more analytical. I became more conscious about the unconscious messages that the advertisers are trying to send to consumers. I started to notice that I am surrounded by advertising everywhere: on TV, on the internet, in the newspapers, in the stores...
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...Key Perspectives * Traditional Advertising and Brand Promotion Research * Any research that helps in the development, execution or evaluation of advertising and promotion * A New Perspective * The Account Planning System * Greater research outsourcing * More naturalistic and socio-cultural methods Advertising and Promotion Research * Used to assist in determining marketsegments * Plays a key role in helping creatives understand the audience * Used to make go/no go ad decisions and when to pull ads * Used to evaluate agency performance Key Issues in Advertising and Promotion Research * Reliability: The research method produces consistent findings over time. * Validity: The information generated is relevant to the research questions being investigated. * Trustworthiness: Usually applied to qualitative data; does the data seem to make sense? * Meaningfulness: An assessment of limitations of the data. The Scope of Advertising and IBP Research * Developmental Advertising and IBP Research (before ads are made) * Copy Research (as ads are being finished) * Results-oriented Research (after the ads are running) Stage One: Developmental Advertising and IBP Research * Design Thinking: Advertisers and marketers think like designers. * Concept Testing: Designed to screen the quality of new ideas or concepts. * Audience Profiling: Creatives need to know as much as they can about the...
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...Advertising for Results By G.F. Brown Advertising for Results Legal notice Advertising for Results is a work of fiction. Any resemblance between any people, things, places or entities in this book and actual people (living or dead), things, places, or entities, is purely coincidental. There is no connection whatsoever at all. In reading any part of this book, you agree to take no action against this book’s author or any party. You are completely and solely responsible for anything you do, and you will not attempt to link your actions to this book in any way. Advertising for Results is written for entertainment purposes only, so disregard everything in this book, including the so-called advice, recommendations, and statements that something will happen. No part of Advertising for Results may be sold by anyone except the author. You agree to never be compensated for it in any way. If you do not agree with all this, stop reading Advertising for Results now. All copyrights and trademarks belong to their respective owners. Copyright © 2003 by G.F. Brown from Richmond Heights. All rights are reserved. 2 Advertising for Results For my wife. 3 Advertising for Results “It is the dry and irksome labor of organizing precincts and getting out the voters that determines elections.” Abraham Lincoln 4 Advertising for Results Acknowledgments Thanking everyone would almost be a book in itself. It would fill lots of pages, and many excellent people would still...
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...Prof. Smith 06/23/2015 “Advertisement Speaks For Its Company” Advertising is one of the critical marketing variables which marketers use to differentiate products in a cluttered marketplace. In order to increase the effectiveness of advertising for a product, advertising messages should be unique and meaningful. There are many techniques that advertisers use to distract the consumer to pay attention to their product. Advertisers use humor, sex appeal, and feel good emotion to connect to the consumer of the product in which they’re advertising. Many marketers use humor in advertising as a way of appealing to consumer’s emotions. These positive emotions can potentially lead the consumer to purchase the related product. Doing it right means not only engaging the prospect but getting them to remember the product. As In one of Doritos commercials, a cute baby was launched across a yard to snatch a bag of Doritos from his brother, who had been teasing him. The baby safely won the Doritos, and ate them, creating humor. Doritos always uses humor, the goal of the company is to make money and persuade the consumers to purchase their product. By using humor technique it allows the consumer to relate positively funny and by doing that the consumer will remember the product. Another technique used in advertising is sex appeal, in advertising is generally viewed as an effective strategy to attract attention to your brand. For instance the Carls...
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...MARY GRACE V. BAÑES MM 105 BSBA-3D Prof. Magat REACTION PAPER: My idea about advertising is that, it is a way of communication to encourage, or persuade a viewers, readers, listeners or any people to take or continue to take some action. Advertisements are intended to inform or influence people about the product or service. Advertising is always present, though people may not be aware of it. In today's world, advertising uses every possible media to bring their message towards people or consumers. Commercials are a huge part of today's television programming and it is one of the ways in advertising. The advertising that really impressed me or had a great impact on me is the commercial of McDonald Philippines classic commercial “Karen Po”. It is about a grandfather who keeps on interchanging his granddaughter's names. The grandfather keeps on mentioning the name Gina instead of Karen, while Karen repeatedly answers “Karen po” every time her Lolo got it wrong again. It was so much upsetting on Karen’s part but when the food came and the granddad was already cutting the cheeseburger into half, he mentioned it was for his favorite apo, “Karen”. Karen here was left speechless and happy with what she just heard from her Lolo, whom she thought has forgotten her. This advertising had a great impact on me because the message that McDonalds contributed is that, how much Filipino values family. McDonalds created an advertisement that would surely catch every Filipino’s...
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...online google dictionary, Advertising is a form, either written or orally, that attempts to sell something whether it is a product or particular view. Advertising takes in the form of pamphlets, radio, television, internet and much more. A common misunderstanding is that advertising differs from marketing, a business practice unto itself. There is a wide variety of ways in which an advertisement may reach the public, but not all are suitable for every advertisement. Advertising is used to make the consumers aware of the goods and services that producers and trader share to offer. There are many media through which advertising may take place. Each of which has a varying degree of effectiveness and costs. There are three main groups of advertising: Informative advertising Persuasive advertising Sponsorship advertising The aims of this study is to increase the usage of a certain product, attract more customers and to indicate the introduction of new products or replacement of the old products. To assist me in carrying out this aim, I will also focus on several sub topics that will be further discussed. They are as follows: Advertising Media Types of advertising Roles and Functions of advertising In order to complete this coursework, I intend to read books, have interviews, research and sending out questionnaires to different business proprietors and business company that use advertising. ADVERTISING MEDIA As defined by the...
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