英文版《广告学：原理与实务》课件1.ppt

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 第一页 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 第二页 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 第三页 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 第四页 Key Concepts of Advertising Strategy Creative idea Execution Media The central idea that grabs the consumer’s attention Creativity drives the entire field of advertising 第五页 Key Concepts of Advertising Strategy Creative idea Execution Media Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows 第六页 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 第七页 Roles of Advertising Marketing Communication Economic Societal The process a business uses to satisfy consumer needs by providing