Transcript ADVERTISING

ADVERTISING
ADVERTISING
A paid form of communication delivered to
the consumers by a product maker or seller.
EFFECTIVE ADVERTISING HAS 4 COMPONENTS
AIDA
Attraction – the ad catches the attention of
the intended consumer
Interest – the ad holds the interest of the
consumer long enough to present the message
Desire – the ad’s message makes the
consumer want the product
Action – the consumer is motivated to buy the
product
ADVERTISING - MAIN GOALS
Aligned with components:
Draw attention
Create awareness
Build enthusiasm
Drive demand
WHAT IS AN ADVERTISING CAMPAIGN?
Advertising campaigns are a group of:
Advertisements
Commercials
Related Promotional Material
Activities designed as part of a
coordinated plan to meet specific goals.
CAMPAIGN VIDEO
Be Remarkable - Purple Cow - Seth Godin
COMPONENTS OF INTEGRATED AD CAMPAIGN
Determine theme
Identify the target audience
Determine objectives
Establish the budget
Develop the message
Select the media
Evaluate the campaign
PROJECT LAB
Work with a partner or
FDA - The Real Cost
individually
Choose a high profile ad Always – Like A Girl
Coke- Taste the Feeling
campaign-examples are
listed 
Pepsi- The Pepsi Generation
Research the campaign
Dove – Real Beauty
Prepare a PPT presentation Nike- Just Do It
which includes:
 Company
 Campaign Theme
 History (dates)
 Cost of Campaign
 Other promotional items used
during the campaign
*Include Pictures/Videos
McDonalds- Choose Love
National Dairy Association- Got Milk?
Capital One- What’s In Your Wallet?
GEICO-Hump Day