莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_02.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 2AdvertisingCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 1Principle: All Communications One Voice Key Objectives Describe the practice of advertising.Explain the evolution of the key concepts of advertising.Identify the key players and jobs within agencies.Discuss changes in the practice of advertising. Chapter Opener: Gatorade Covers all the BasesNo sweat. You just don’t make the cut. In the “C-Store” campaign, that’s the reason customers who don’t reek of athleticism are cut from the Gatorade team and denied the privilege of downing their favorite drink. The Practice of Advertising What is Advertising? Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience), provide information about products (goods, services, and ideas), and interpret the product features in terms of the customer’s needs and wants. Advertising’s Basic Functions IdentificationIdentifies a product and/or the store where it’s sold.InformationNew printing technology made commercial messages available to the massesPersuasionWith widespread marketing, recognizable brand names became more important. Advertising: A Different Proposition in the 19th CenturyP. T. Barnum was a pioneer in advertising and promotion.His flamboyant circus posters were more than just hype. What other roles did they perform? What are the Key Components of Advertising? (1 of 2)StrategyThe logic behind an advertisement stated in objectives that focus on areas such as sales, emotional appeal, or brand reputation.MessageThe concept behind a message and how it is expressed based on consumer insights. What are the Key Components of Advertising? (2 of 2)MediaTargets prospective buyers by matching their profiles to media audiences.EvaluationBased on strategic objectives and professional standards. Figure 2.1: