advertising

INTRODUCTION TO ADVERTISING

LEARNING OBJECTIVES

  • Understand advertising concept and identify its key elements.

  • Distinguish how advertising differs from other elements of the sales hexagon.

  • Determine how advertisements are measured and paid; compute advertising cost.

  • Analyze advertising classifications, stages, elements of the triangle and advertising theme.

  • Contrast advertising department from advertising agency.

NATURE AND SCOPE OF ADVERTISING

  • The term "Advertising" comes from two Latin words: "Ad" (Towards) and "Verto" (I turn).

  • Literally means to turn people's attention to a specific thing.

ADVERTISING IS NEVER FREE

  • All forms of advertising incur costs and require payment.

BASIS OF PAYMENT

  • Advertising payment is based on time and space.

    • In print media, units of measurement include:

      • Per column centimetre

      • Per agate line

    • In broadcast media, costs are measured per 30 seconds.

ADVERTISING DIMENSIONS IN PRINT MEDIA

Specific Dimensions:

  • Full Page: 8.625"W x 10.75"h (including 0.25" bleed)

  • Half Page (Horizontal): 7.75"W x 4.75"h

  • Half Page (Vertical): 3.75"W x 9.75"h

  • 2/3 Page: 5.75"W x 9.75"h

  • Additional sizes range from 1/3 Page to 1/8 Page varying in dimensions.

MEASUREMENT UNITS IN ADVERTISING

  • Per column centimetre: standard unit for print media advertisements, especially in magazines.

  • Per agate line: used for classified advertisements in newspapers.

  • 30-second ads are the standard measurement for broadcast media.

THE ADVERTISING AND SALES HEXAGON

Components of Sales Hexagon:

  • Advertising, Sales Promotion, Sales, Publicity, Merchandising, Personal Selling, Public Relations.

FUNCTIONS OF ADVERTISING

  • Essential functions include:

    • Informing consumers about products and services.

    • Educating the market to make informed decisions.

    • Persuading prospective buyers to prefer certain products over competitors.

CLASSIFICATIONS OF ADVERTISING

  • Source-Originated Advertising: identifies the party that requests the advertisement. Includes producers, wholesalers, retailers, service businesses, governmental units, and individuals who pay for the advertisement.

  • Media Classification: includes print (newspapers and magazines), broadcast (TV and radio), outdoor media, transit media, and direct response media (telemarketing, e-commerce).

OBJECTIVES IN ADVERTISING

  • Promotional Advertisements: aimed at promoting brands.

  • Institutional Advertising: seeks to build goodwill or brand recognition.

  • Consumer Advertising: targets ultimate users of the product for personal use.

  • Industrial Advertising: targets business needs.

  • Trade Advertising: meant for reselling purposes.

  • Professional Advertising: focuses on specialists for product recommendations.

ADVERTISING CYCLE STAGES

  1. Introductory Stage: Launching publicity for new products.

  2. Competitive Stage: Urging consumers to prefer own products over competitors.

  3. Retentive Stage: Maintaining consumer loyalty for products with established market presence.

THE ADVERTISING TRIANGLE

Key Components:

  • Advertiser: client or sponsor who pays for the project.

  • Advertising Agency: independent service organization responsible for creating and executing advertising strategies.

  • Advertising Media: channels for delivering the advertisement message (broadcast, print, outdoor, etc.).

THE ADVERTISING AGENCY

Key Departments:

  • Account Management: Serves as the communication link between the client and agency; manages project requirements.

  • Research Department: Gathers data for effective advertising decisions.

  • Copy Department: Prepares textual and script content for ads.

  • Art Department: Visualizes advertisement content into illustrations and designs.

  • Media Department: Plans and schedules when and where advertising messages will deliver.

  • Production Department: Handles the technical aspects of getting ads ready for distribution.

  • Traffic Department: Ensures compliance with ad deployment schedules.