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