Marketing II Session 8 07 05 2015

Marketing II / Session 8 07. 05. 2015 Martin Samek martin. samek@lbs. ac. at

Promotion Lauder Business School Marketing II/ Session 8 2

Promotion The Advertising Message AIDA A=Attention I=Interest D=Desire A=Action 3 Lauder Business School Marketing II / Session 8

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Advertising – A definition Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas. 7 Lauder Business School Marketing II / Session 8

Advertising is Marketing Communication What is this? 8 Lauder Business School Marketing II / Session 8

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Random Forms of Advertising newspapers, magazines, radio and television broadcasts, films , stage shows, websites, billboards, posters, wall paintings, town criers, human billboards, flyers, rack cards, the back of event tickets, bathroom stall doors, cars, taxicabs, buses, trains, subway platforms, bus stop benches, street furniture, 10 Lauder Business School Marketing II / Session 8

Random Forms of Advertising airplanes, skywriting, shopping carts, stickers on fruit in supermarkets, supermarket receipts, coffee cups, mobile phone screens, opening billboards in streaming audio and video, shirt of an athlete, body of a racing motorcycle, banner in a stadium, street sign, shopping window 11 Lauder Business School Marketing II / Session 8

Advertising Terminology • Advertisers want to generate increased consumption of their commercial products and services. • Advertising messages are media content paid for by sponsors. • Sponsors finance the production of advertisements and buy space for them in print media or online, or time for them to be broadcast in radio or television programs. • An advertisement is a paid announcement. For example, a persuasive message selling a product. 12 Lauder Business School Marketing II / Session 8

Advertising Terminology • Branding involves the frequent repetition of a product's name or image in an attempt to have the desirable qualities of that product stick in the minds of consumers. • An Infomercial is a long television commercial of five minutes to an hour in length designed to create an immediate impulse purchase. • An advertising agency is a service business that helps client businesses sell goods and services by producing and placing advertisements. 13 Lauder Business School Marketing II / Session 8

Public Relations • Free media is persuasive information produced by advertising and public relations professionals for publicity purposes and placed in mass media at no cost to the originator. Such PR messaging is not advertising. While there may be production costs, the advertising or public relations professional and the client do not pay a fee for placement of their publicity information in media. An integrated media campaign combines paid advertising with free media. These also are referred to as integrated marketing communications. 14 Lauder Business School Marketing II / Session 8