BADM 2030 - Burge Week 2 Winter 2025

Page 1: BADM 2030 - Advertising

Week 2

• Class code: BADM 2030

Page 2: Overview of Week 1

• Topics Reviewed:

  • Introduction to Advertising

    • Definition

    • Classifications/Sub Classifications

    • Principles

    • Techniques

    • Misconceptions

• Today's Topics:

  • Further exploration of advertising concepts and applications.

Page 3: Brand Concept

• Sample Content Overview:

  • Various entities mentioned, possibly linking to advertising examples or brands.

• Insights:

  • Understanding brand context within advertising can provide clarity about engagement strategies.

Page 4: Brand Studies

• Mention of a specific brand: Jack In The Box.

• Possible case study or example of advertising effectiveness.

Page 5: The Promotion Mix - Advertising

Components of the Promotion Mix

• Advertising:

  • A key component within the promotion mix for reaching target audiences.

• Functional Areas:

  • Brand

  • Packaging

  • Services

• Other Components:

  • Direct marketing

  • Sales force

  • Publicity

  • Sales promotion

  • Internet

• Key Elements in Marketing:

  • Price considerations (List Price, Discounts, Bundling, etc.)

  • Place/Distribution strategies

Page 6: Advertising Definition

• Basic Definition:

  • Promotion of a company’s products/services through various mediums to increase sales.

• Customer Focus:

  • Aims to make customers aware of products by addressing their needs and creating demand.

• Global Importance:

  • Companies invest significantly in advertising budgets for market competitiveness.

• Brand Building:

  • Essential for creating brand identity and facilitating sales.

Page 7: Continued Definition of Advertising

Key Elements of Advertising

• Focus Areas:

  1. Product

  2. Services

  3. Brand

  4. Government promotions

  5. NGOs (non-profits)

Page 8: Classifications/Sub Classifications of Advertising

Types of Advertising Media

• Broadcast:

  • TV

  • Radio

• Print:

  • Newspaper

  • Magazine

• Outdoor:

  • Billboards

  • Posters

  • Mailers

• Digital/Social Media:

  • Engaging with audiences through online platforms

• Categorization:

  • Commercial/For Profit vs. Public Service

Page 9: Broadcast Advertising - TV

Overview of Television Advertising

• Definition:

  • Paid segment of television programming to convey marketing messages for products.

• Notation:

  • Often referred to as TV commercials (TVCs).

Page 10: Broadcast Advertising - Radio

Radio Advertising Insights

• Concept:

  • Advertisers pay for airtime on radio stations to promote products.

• Commercial Spots:

  • Frequently called 'spots' in the industry, integral for audio marketing.

Page 11: Digital/Social Media Advertising

Digital Advertising Overview

• Definition:

  • Uses internet and technology like mobile devices for product promotion.

• Importance:

  • Engages a tech-savvy audience through innovative marketing strategies.

Page 12: Print Advertising - Newspapers

Newspaper Advertising Basics

• Definition:

  • Printed advertisements that can feature various ad types like classifieds and display ads.

Page 13: Print Advertising - Importance

Significance of Newspaper Ads

• Historical Context:

  • Long-standing method of advertising; foundational for many businesses.

• Audience Reach:

  • Particularly effective for older demographics (45+) who are regular readers.

Page 14: Print Advertising - Magazines

Magazine Advertising Overview

• Definition:

  • Ads featured in local or national magazines; popular for their glossy presentation.

Page 15: History and Evolution of Magazines

Magazine Advertising Insight

• Origins:

  • First American magazine established mid-1700s.

• Concept of Magazines:

  • Derived from the Arabic 'makhazin,' meaning 'storehouse'; they summarize diverse information.

Page 16: Print Advertising - Posters

Role of Advertising Posters

• Techniques:

  • Commonly used by small businesses; promote events or brand awareness.

• Design Elements:

  • Include visuals, color, images, and engaging messaging.

Page 17: Print Advertising - Mailers

Overview of Mailer Campaigns

• Direct Marketing Methods:

  • Often involves mailing lists and processing assistance.

• Types of Mailers:

  • Postcards, letters, catalogues, etc.

Page 18: Outdoor Advertising - Billboards

Billboard Advertising Insights

• Definition:

  • Large outdoor structures that display advertisements targeting high-traffic areas.

Page 19: Outdoor Advertising - Transit

Transit Advertising Efficacy

• Concept:

  • Advertising on buses and related infrastructure; flexibility in target audience.

Page 20: Outdoor Advertising - Place-Based

Targeted Advertising Locations

• Definition:

  • Advertisements aimed at specific audiences within defined locations.

• Purchasing:

  • Often done through regional or national placement services.

Page 21: Principles of Effective Advertising

Theoretical Framework

• Key Focus Areas:

  • Elements for creating impactful advertising messages.

Page 22-38: Principles of Effective Advertising - Various Elements

Examples and Strategies

• Key Concepts:

  • Utilizing engaging narratives, concise messages, straightforward communication, and eye-catching visuals.

• Utilization of Humor:

  • What works well for brands (e.g., Chipotle, Coca-Cola, FedEx).

Page 39: Emotional Appeal in Advertising

Emotional Influences

• Concepts Explored:

  • The use of emotional triggers to drive consumer engagement and recognition.

Page 40: Advertising Techniques

Overview of Techniques

• Exploration of methods used to capture audience attention.

Page 41-52: Advertising Techniques - Detailed Analysis

Various Techniques Explored

1. Emotional Appeal

2. Promotional Advertising

3. Bandwagon Advertising

4. Facts and Statistics

5. Unfinished Ads

6. Weasel Words

7. Endorsements

8. Symbolism

9. Association

10. Fantasy

11. Covert Advertising

Page 53: Misconceptions in Advertising

Common Misunderstandings

• Aim to clarify false beliefs in advertising strategies and operations.

Page 54-66: Advertising Misconceptions - Addressing False Beliefs

Various Misconceptions Explored

1. Advertising works only for some businesses.

2. Only needed in slow business periods.

3. Creates consumer needs.

4. Effects persist for decades.

5. Creativity is the sole factor for success.

Page 67-70: Reevaluating Advertising Costs

Understanding Investment versus Expense

• Perspective Shift:

  • Advertising should be viewed as an investment.

• Rationale:

  • Enhanced sales, market share, and consumer trust justify costs.

Page 71: Upcoming Topics - Week 3

Preview

• Focus:

  • Deep dive into TV Advertising.