广告学原理与实务（英文版）(全套课件246P).ppt

1、Introduction to AdvertisingPart 1: FoundationsChapter 11-2Chapter OutlineI.Chapter Key PointsII.What is Advertising?III. Roles and Functions of AdvertisingIV. The Key PlayersV.Types of AdvertisingVI. What Makes an Ad Effective?VII. The Evolution of AdvertisingVIII.The Current Advertising Scene1-3Key

2、 Points Define advertising and explain its key components Discuss the roles and functions of advertising within society and business Identify the key players and their roles in creating advertising Explain the different types of advertising Summarize the characteristics of effective advertising and

3、explain why it is always goal directed Analyze the changes affecting the advertising industry1-4Defining Modern Advertising Advertising is paid persuasive communication Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audienceFive basic components:1

4、. Paid communication2. Sponsor is identified3. Tries to persuade or influence4. Reaches a large audience5. Conveyed through impersonal mass media1-5Key Concepts of Advertising Strategy Creative idea Execution Media The logic and planning behind the ad Advertisers develop ads to meet objectives Adver

5、tisers direct ads to identified audiences Advertisers create messages that speak to the audiences concerns Advertisers run ads in the most effective media1-6Key Concepts of Advertising Strategy Creative idea Execution Media The central idea that grabs the consumers attention Creativity drives the en

6、tire field of advertising1-7Key Concepts of Advertising Strategy Creative idea Execution Media Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows1-8Key Concepts of Advertising Strategy Creative idea Execution Media Communication

7、 channels that reach a broad audience How to deliver the message is just as important coming up with the creative idea of the message1-9Roles of Advertising Marketing Communication Economic Societal The process a business uses to satisfy consumer needs by providing goods and services Product categor

8、y Target market Marketing mix Brand1-10Roles of Advertising Marketing Communication Economic Societal Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades1-11Roles of Advertising Marketing Communication Economic Societal Moves from being informati

9、onal to creating demand Advertising is an objective means for providing price-value information, thereby creating a more rational economy1-12Roles of Advertising Marketing Communication Economic Societal Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consume

10、rs about new products Helps shape consumer self-image Perpetuates self-expression1-13The Functions of Advertising Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides incentives to take action Provides brand reminders Reinforc

11、es past purchases and brand experiences1-14The Key Players Advertiser (client) Agency Media Supplier Audience Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency1

12、-15The Key Players Advertiser (client) Agency Media Supplier Audience Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities Advertising department In-house agency1-16The Key Players Advertiser (client) Agency Media Supplier Audience The channels of commun

13、ication that carry the message to the audience Are also companies or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches1-17The Key Players Advertiser (client) Agency Media Supplier Audience Assist advertisers, a

14、gencies, and the media in creating and placing the ads Vendor services are often cheaper than those in-house1-18The Key Players Advertiser (client) Agency Media Supplier Audience The desired audience for the advertising message Data-gathering technology improves accuracy of information about custome

15、rs Advertisers must recognize the various target audiences they are talking to and know as much about them as possible1-19Types of Advertising Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Pu

16、blic Service advertising1-20What Makes an Ad Effective?1. If it creates an impression for a product or brand2. If it influences people to respond in some way3. If it separates the product or brand from the competition in the mind of the consumer1-21What Makes an Ad Effective? Effective advertising m

17、essages will achieve the desired impact (objective) on the target audienceAward Shows EFFIES, AME, IPA Judge effectiveness CLIOS, One Show, Cannes Judge creative ideas Not all award-wining ads are effective1-22The Evolution of Advertising Age of Print Industrial Revolution and Emergence of Consumer

18、Society Modern Advertising Era Accountability Era1-23The Current Advertising Scene Expanded view Integrated Marketing Communication Globalization Electronic media are changing the media landscape New media are more personal and interactive1-24The Current Advertising Scene Expanded view Integrated Ma

19、rketing Communication Globalization The practice of unifying all marketing communication tools so they send a consistent, persuasive message1-25The Current Advertising Scene Expanded view Integrated Marketing Communication Globalization Increasing globalization of marketing programs Advertisers are

20、moving into global markets and agencies are forming huge multinational operationsAdvertisings Role in MarketingPart 1: FoundationsChapter 21-27Chapter OutlineI.Chapter Key PointsII.What is Marketing?III. The Key Players and MarketsIV. The Marketing ProcessV.How Agencies WorkVI. International Marketi

21、ngVII. The Dynamics of Modern Marketing1-28Key Points Define the role of advertising within marketing Explain how the four key concepts in marketing relate to advertising Identify the key players in marketing and how the organization of the industry affects advertising List and explain the six criti

22、cal steps in the marketing process Summarize the structure of the advertising agency industry Analyze the changes in the marketing world and what they portend for advertising 1-29What is Marketing? The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted1

23、-30Key Concepts in Marketing The marketing concept Exchange Branding Added value Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers problems and try to develop products to solve them1-31Key Concepts in Marketi

24、ng The marketing concept Exchange Branding Added value The act of trading a desired product or service to receive something of value in return Money is exchanged for goods1-32Key Concepts in Marketing The marketing concept Exchange Branding Added value The process of creating a distinctive and speci

25、al meaning for a product Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time1-33Key Concepts in Marketing The marketing concept Exchange Branding Added value A marketing or advertising activity makes a product more valuable, useful, or appealing1-34The

26、 Key Players and Markets The marketer Suppliers and vendors Distributors and retailers The organization, company, or manufacturer producing the product and offering it for sale The advertiser or client (from the agencys point of view)1-35The Key Players and Markets The marketer Suppliers and vendors

27、 Distributors and retailers Other companies that manufacture the materials and ingredients used in producing the product1-36The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Various companies that are involved in moving a product from its manufacturer to the b

28、uyer1-37Types of Markets Market Where the exchange between buyer and seller takes place A particular type of buyer Market share The percentage of the total market in a product category that buys a particular brandConsumerBusiness-to-businessInstitutionalChannel1-38Types of Markets Consumer Business-

29、to-business (Industrial) Institutional Channel1-39The Marketing Process1. Conduct research and develop a situation analysis2. Set objectives for the marketing effort3. Assess consumer needs and wants4. Differentiate and position the product5. Develop the marketing mix strategy6. Evaluate the effecti

30、veness of the strategy1-40Marketing Mix Strategies Product Place Price Promotion The product is both the object of the advertising and the reason for marketing Product category A class of similar products1-41Marketing Mix Strategies Product Place Price Promotion The channels used in moving the produ

31、ct from manufacturer to buyer1-42Marketing Mix Strategies Product Place Price Promotion Based on the cost of making and marketing the product and on expected profit Customary Psychological1-43Marketing Mix Strategies Product Place Price Promotion Use face-to-face contact between marketer and prospec

32、tive customer Used to create immediate sales1-44How Agencies WorkFull-Service Agencies Include the four major staff functions Account management Creative services Media planning and buying Account planning Also have accounting, traffic, production, and HR departmentsSpecialized Agencies Specialize i

33、n certain functions, audiences, industries or markets Creative boutique Media-buying services1-45How Agencies WorkAccount Management Acts as a liaison between the client and the agency Responsible for interpreting the clients marketing strategyCreative Development People who write People who design

34、ideas for ads and commercials People who convert these ideas into commercials1-46How Agencies WorkMedia Planning/Buying Recommends to the client the most efficient means of delivering the message Responsible for buying, planning, and researchAccount Planning Gathers all information on the market and

35、 consumers and acts as the voice of the consumer Prepares comprehensive recommendations1-47How Agencies WorkInternal Agency Services Traffic department Print production departmentRevenues and Profits Commission Fee Retainer1-48International Marketing An international brand is available virtually any

36、where in the world The shift requires new tools for advertisers, including one language, one control mechanism, and one strategic plan The choice of an agency depends on the decision to standardize messages or localize them to accommodate local cultures1-49The Dynamics of Modern Marketing Integrated

37、 marketing All areas of the marketing mix work closely together to present the brand in a coherent and consistent way Relationship marketing Marketing that considers all the firms stakeholders Permission marketing Inviting prospective customers to self-select into a brands target market in order to

38、receive marketing communicationAdvertising and SocietyPart 1: FoundationsChapter 31-51Chapter OutlineI.Chapter Key PointsII.Advertisings Social RoleIII. Review and Regulation of AdvertisingIV. Advertisings Regulatory EnvironmentV.Media Review of AdvertisingVI. Self-RegulationVII. Advertising EthicsV

39、III.Determining What is Ethical1-52Key Points Discuss the shape-versus-mirror debate Analyze the legal topics that guide advertising practice List the key regulatory agencies and their responsibilities Explain the way the advertising industry regulates itself Critique the key ethical issues that cha

40、llenge the practice of advertising Outline three ways to determine if an advertising decision is ethical1-53Advertisings Societal Role Does advertising create a materialistic culture or does it simply reflect it? Critics believe that advertising has the power to shape social trends and the way peopl

41、e think and act Advertising professionals believe advertising mirrors values rather than sets them Advertising can potentially shape and mirror values1-54Review and Regulation of AdvertisingCopyright Protection Trademark CopyrightFirst Amendment Commercial speech Only truthful commercial speech is p

42、rotected, not misleading or deceptive statements1-55Advertisings Regulatory EnvironmentFederal Trade Commission Regulating deception Regulating substantiation Remedies for deception and unfair advertising Deceptive advertising misleads customers by making claims that are false1-56Advertisings Regula

43、tory EnvironmentFederal Trade Commission Regulating deception Regulating substantiation Remedies for deception and unfair advertising The advertiser should have a reasonable basis for making a product claim1-57Advertisings Regulatory EnvironmentFederal Trade Commission Regulating deception Regulatin

44、g substantiation Remedies for deception and unfair advertising Consent Decrees Cease-and-Desist Orders Corrective Advertising Consumer Redress Advertising Agency Legal Responsibility1-58Advertisings Regulatory EnvironmentFood and Drug Administration Oversees package labeling, ingredient listings, an

45、d advertising for food and drugs Watchdog for drug advertisingFederal Comm. Commission Can issue and revoke licenses to broadcasting stations Can ban messages that are deceptive or in poor taste1-59Advertisings Regulatory EnvironmentOther Regulatory Bodies Bureau of Alcohol, Tobacco, and Firearms U.

46、S. Postal Service States Attorneys GeneralInternational Regulations Marketing practices vary in legal and regulatory restrictions International advertisers should have someone in the country who knows the local laws1-60Media Review of Advertising The media attempts to regulate advertising by screeni

47、ng and rejecting ads The First Amendment gives any publisher the right to refuse to publish The Advertising Review Council designed the standards and guidelines used by major television networks1-61Self-Regulation Self-discipline Industry self-regulation Self-regulation with outside help Most advert

48、isers and agencies have in-house review procedures Every element of a proposed ad should be evaluated by an in-house committee or lawyers1-62Self-Regulation Self-discipline Industry self-regulation Self-regulation with outside help National Advertising Review Council National Advertising Division Na

49、tional Advertising Review Board Negotiates voluntary withdrawal of deceptive advertising1-63Self-Regulation Self-discipline Industry self-regulation Self-regulation with outside help Local Groups Consumer Groups1-64Advertising Ethics A set of moral principles that guide actions and create a sense of

50、 responsible behaviorSix key issues1. Poor taste and offensive advertising2. Stereotyping3. Body and self image4. Targeting children5. Misleading claims and other message strategies6. Controversial products1-65Advertising EthicsPoor Taste/Offensive Advertisers and media outlets must try to be sensit