Advertising Structure n n n n Definition

Advertising

Structure n n n n Definition/ Function of ad Types of advertising Planning of advertisement Advertising material Advertising medium Influence Target group AIDA

Definition n n Advertising has the task to make a product, a name or a brand more popular Convince potential customers, with the help of targeted advertising message n Interested design keep it in mind n Capture people with creative designed ad

Function of advertisement n to give information about the product/ product group n to make a product attractive n to catch the confidence of the customer n to show the benefit of the product n to satify the available requirements

Types of advertising n Surreptitious advertising n Free advertising n Disguesed form of advertising n n The promotional-character is not recognizable from the viewer/ reader Not legal must be recognizable by their own character

Types of advertising n Anonymus advertising n the sender is immediately or only gradually recognized n this should keep the voltage n it is often used for a new product

Types of advertising n Subliminal advertising n too much advertising overstimulation n n every year it becomes more and more, so it has an influence on the advertising because of that, the subliminal advertising is getting more important

Types of advertising n Product placement n „paid Surreptitious advertising“ n High level of awareness and a good image n Shown in films: watches, drinks, cars, mobile phones n Contract between producer and sponsor

Planning of advertising n Intention: Optimize the communication policy of a company

Advertising material n Printed illustration n Adverstisement, broshure, E-Mail, flyer, price-list, spot n Acoustical illustration n Announcement, radio commercial, sales conversation n Advertising material with a product n Window of a shop, fair, tester n Benefits as means of advertising n Give-aways, facilties, good service

Advertising medium n n n Object or person through which the means of advertising are brought to the target group For example: Billboard, Shop-window, Package, sales people, radio, tv, internet, newspaper, cinema, buses, buildings

Influence n n Psychological tricks we do not realize Using Celebrities in a TV Spot (VIP’s, models, actors) So it must be great! Proverbs like “most sold article” or “only this month available” push the consumer to buy this product quickly n

Target group n Group of people which have some matching characteristics n Who are you potential customers identify a target group n Example: Product_Diapers n Target group: Women with young childen n Advertising message: will contain satisfied babies and happy mothers

Where you can find advertising in your everyday life?

. . . poster

. . . radio

. . . poster

. . . television spot

. . . online promotion

. . . advertising pillar

AIDA n AIDA shows the process of advertising effect 4 levels, the customer has to pass Target Customer buys the product n Attention, attract attention with exciting pictures and colors n Interest, raise interest with a good word play n Desire, create desire to buy the product n Action, the customer act and buy the product n n

AIDA n Analysing the poster

Thank you for listening!!!