Wells01_Basic 英文版《广告学：原理与 及实务》课件.ppt

* 1-* * Introduction to Advertising Part 1: Foundations Chapter 1 Chapter Outline Chapter Key Points What is Advertising? Roles and Functions of Advertising The Key Players Types of Advertising What Makes an Ad Effective? The Evolution of Advertising The Current Advertising Scene Key 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 explain why it is always goal directed Analyze the changes affecting the advertising industry Defining Modern Advertising Advertising is paid persuasive communication Uses nonpersonal mass media to reach broad audiences to connect an identified sponsor with a target audience Five basic components: Paid communication Sponsor is identified Tries to persuade or influence Reaches a large audience Conveyed through impersonal mass media Key Concepts of Advertising Strategy Creative idea Execution Media The logic and planning behind the ad Advertisers develop ads to meet objectives Advertisers direct ads to identified audiences Advertisers create messages that speak to the audience’s concerns Advertisers run ads in the most effective media Key Concepts of Advertising Strategy Creative idea Execution Media Communication channels that reach a broad audience How to deliver the message is just as important coming up with the creative idea of the message Roles of Advertising Marketing Communication Economic Societal The process a business uses to satisfy consumer needs by providing goods and services Product category Target market Marketing mix Brand Roles of Advertising Marketing Communication Economic Societal Can reach a mass audience Introduces products Explains important changes Reminds and reinforces Persuades Roles of Advertising Marketing Communication Economic Societal Moves from being i