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Unit 1: Advertising - Coggle Diagram
Unit 1: Advertising
Special Advertising Types
Surrogate Advertising.
Public Service Advertising.
Celebrity Advertising.
NGO Advertising.
Classified Advertising.
Financial Advertising.
Types of Advertising Media
Print: Newspapers, Magazines.
Broadcast: TV, Radio.
Out-of-Home: Billboards, Transit Posters.
Direct Mail: Printed Mail, E-mail.
Internet: Business Websites, Online Ads.
Other Media: Directory, Specialty Media.
Role of Advertising in Positioning
Creates Awareness
Persuasion
Reminder
Build Brand Image
Develop Brand Loyalty
Communication Models
AIDA Model
Generate Interest
Stimulate Desire
Spur into Action
Attract Attention
Hierarchy of Effect Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Diffusion of Innovation
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Information-Processing Model
Presentation
Attention
Comprehension
Yielding
Retention
Brand Management and Positioning
Key Principles
Brand Loyalty
Brand Recognition
Brand Reputation
Brand Equity
Consistent Platforms
Consistent Advertising Design
Maintain Theme or Tone
Typical Work Flow of Agency
Briefing Stage
Creation Stage
Production Stage
Post Production
Stage
Structure of Advertising Agencies - pg 103