Comstrat 380 1st Edition Lecture 1 Outline of Current Lecture I. Definition of AdvertisingII. Defining modern advertisingIII. Is advertising the only tool?IV. Why advertising?V. Types of advertising VI. Bringing it all togetherCurrent LectureI. Definition of Advertisinga. Identificationi. Dating back to ancient times, advertising has identified a product and it was soldb. Informationi. Advances in printing technology expanded literacy, making commercial messages available to the massesc. Persuasioni. With widespread marketing, recognizable brand names became more important such as IvoryII. Defining modern advertisinga. Six basic attributed of advertising i. Paid communicationii. Sponsor is identifiediii. Can be one-way, two-way, multiple-way iv. Reaches a broad audiencev. Conveyed through mass media, interactive media, word of mouthvi. Seeks to inform or persuade III. Is advertising the only tool?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.a. Other tools in the promotional toolkiti. Publicityii. Public relationsiii. Direct-responseiv. Specialties1. Together, these tools are known as marketing communication, or marcom IV. Why advertisinga. The marketing and communication rolei. It transforms a product, service, or idea into a distinctive brand by creating an imageb. Economic and societal rolesi. It works to create demand for brands and lower prices for consumersii. It shapes our self-image and sense of style through things we wear and usec. A key principlei. Advertising generates costs efficiencies by increasing demand among large groups of people, resulting in higher levels of sales and ultimately, lower prices V. Types of advertisinga. Brand advertisingi. Focused on long-term brand identity and imageb. Retail or local advertising i. Focused on selling merchandise in a geographical areac. Direct-response advertisingi. Tries to simulate an immediate consumer response d. Business-to-business advertisingi. Sent from one business to anothere. Institutional advertisingi. Establishes a corporate identity, attempts to win the public over to the organization’s point of view f. Nonprofit advertisingi. Used by not-for-profit organizations to reach customers, members, volunteers, and donorsg. Public service advertisingi. Usually produced and run for free on behalf of a good cause VI. Bringing it all togethera. All advertising:i. Demands creative, original messagesii. Must be strategically sound, well executediii. Is delivered through some form of mediaiv. Is developed as singe ads or
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