Chapter_1_Adv - Principles of Advertising 1 What is...

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Unformatted text preview: Principles of Advertising 1 What is Advertising Today? Chapter 1 (revised 2/4/08) Principles of Advertising 2 Discussion Topics What is advertising? Communication models What is marketing? Principles of Advertising 3 What is Advertising? Advertising is a form of communication that is: Structured: Composed to fit specific time and space formats Paid for By the sponsor or advertiser Impersonal Directed to groups of people rather than individuals Mass communications Persuasive Win converts to a product, service or idea Principles of Advertising 4 What is Advertising? An Ad almost always identifies the sponsor Exception: The tease campaign An Ad Reaches its Audience Through a a Medium Principles of Advertising 5 Media Television Radio Newspapers Magazines Billboards Busses (Transit) Internet Blimps Shopping Carts Principles of Advertising 6 Noise: Its a competitive world Breaking through the clutter Getting feedback Completes the cycle Forms of Feedback: Increased sales Redeemed coupons Inquiries Store visits Principles of Advertising 7 Business: Activities of the Organization Operations Production Manufacturing Purchasing Finance/Administration Accounting Legal Marketing Principles of Advertising 8 Marketing The primary role of marketing is to bring in...
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Chapter_1_Adv - Principles of Advertising 1 What is...

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