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Topic 1: Introduction to Advertising - Coggle Diagram
Topic 1: Introduction to Advertising
What Is Advertising?
comes from the Latin word ‘advertere’ meaning ‘to turn
the minds of towards’.
Advertising is paid persuasive communication
Uses non-personal mass media
Functions Of Advertising
Provides product and brand information.
Persuades people
Creates a brand image.
Builds awareness of products and brands.
Provides incentives to take action
Provides brand reminders.
Reinforces past purchases and brand experiences.
Key Concepts Of Advertising
Creative Idea
central idea that grabs the consumer’s attention and sticks in memory
Planning and research requires creativity skills
Buying and placing ads requires creative
thinking.
Creative Execution
Effective ads are well executed reflecting the highest production values in the industry.
Strategy
logic and planning
behind the ad that gives it direction
run ads in the most effective
media
create a message that speaks
to the audience’s concerns
direct ads to identified
audiences
develop ads to meet objectives
Creative media
use
Television, Internet, magazines, and other
media are used to reach a broad audience.
Roles Of Advertising
Communication
reach mass audience
introduces products
Explains important changes
Persuades
Reminds and reinforces.
Economic
creating demand
providing price-value information by creating more rational economy
Marketing
uses to satisfy consumer needs by providing goods and services
Marketing mix
Brand
Target market
Product category
Societal
teaches consumers about new product and inform about innovative and issues
Perpetuates self-expression
Help shape consumer self-image.
GROUP 2