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week 1_Lecture_MEL - Foundations INTRODUCTION TO...

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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1 Foundations I NTRODUCTION TO ADVERTISING
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-2
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-3 WHAT IS ADVERTISING? - Defining Modern Advertising z z Advertising Advertising : Paid persuasive communication that uses non-personal mass media & other forms of interactive communication to reach broad audiences to connect an identified sponsor with a target audience
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-4 WHAT IS ADVERTISING? - The Key Concepts of Advertising z z Advertising Advertising - - What is it & how to analyse its effectiveness? Use: z Strategy z Creative idea ± Creative execution & ± Creative media
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-5 WHAT IS ADVERTISING? - The Key Concepts of Advertising
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-6 ROLES & FUNCTIONS OF ADVERTISING z Advertising has evolved – many roles z Identify maker of goods z Provide their commercial information z Create product demand HOW? 1. Hard-sell approach - reasons to persuade 2. Soft-sell approach - build image for brand & touch consumers’ emotions
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-7 ROLES & FUNCTIONS OF ADVERTISING z Proliferation of media z Need creativity to make an impact z Eg: Classic ads for Epilady®
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-8 ROLES & FUNCTIONS OF ADVERTISING Advertising in business & society 4 roles 1. Marketing 2. Communication 3. Economic 4. Societal
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Wells, Moriarty, Burnett & Lwin ADVERTISING Principles and Effective IMC Practice 1-9 ROLES & FUNCTIONS OF ADVERTISING The Marketing Role The Marketing Role z Marketing: z Product – services, ideas & goods z Product category – z Target market -
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Wells, Moriarty, Burnett & Lwin
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week 1_Lecture_MEL - Foundations INTRODUCTION TO...

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