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1. https://www.youtube.com/watch?v=gA7uz3Ty18Y
FOOD AND DRINKS
ADVERTISING AND PROMOTION

2. WHAT IS THE PURPOSE OF ADVERTISING?
TO SELL A PRODUCT,
GOODS, SERVICES OR IDEAS.
Source: Imagenessincopyright

3. DEFINITION OF ADVERTISING
IDENTIFICATION: ADVERTISING IDENTIFIES A PRODUCT AND/OR THE STORE WHERE
IT’S SOLD.
Source: Google.com
Le Comptoir at the Relais Saint-Germain, an art deco “neo-bistro” that
seats just 40 diners and requires booking months in advance.

4. DEFINITION OF ADVERTISING
INFORMATION: PROVIDES INFORMATION ABOUT A PRODUCT.
THE TERM APPEARED APROX. IN 1655 AS A WORD USED FOR HEADING IN
NEWSPAPERS FOR COMMERCIAL INFO. (Moriarty, S. et al., 2012)
Source: Google.com

5. DEFINITION OF ADVERTISING
PERSUASION: ADVERTISING PERSUADES PEOPLE TO BUY THINGS.

6. COMPLETE DEFINITION
IT IS A PAID FORM OF PERSUASIVE
COMMUNICATION THAT USES MASS AND
INTERACTIVE MEDIA TO REACH BROAD AUDIENCES
IN ORDER TO CONNECT AND IDENTIFIED SPONSOR
WITH BUYERS ( A TARGET AUDIENCE), PROVIDE IN-FORMATION
ABOUT PRODUCTS (GOODS, SERVICES,
IDEAS) AND INTERPRET THE PRODUCT FEATURES IN
TERMS OF THE CUSTOMER’S NEEDS AND WANTS.
(Moriarty,S. et al., 2012)

7. WHY ADVERTISING?
MARKETING AND COMMUNICATION ROLES:
ADVERTISING TRANSFORMS A PRODUCT INTO A DISTINCTIVE
BRAND BY CREATING AN IMAGE AND PERSONALITY THAT
GOES BEYOND STRAIGHTFORWARD PRODUCT FEATURES.
(Moriarty, S, 2012)
Source: Google.com

8. COMMERCIALS
https://www.youtube.com/watch?v=AJqp2JkQYCQ

9. ECONOMIC ROLES
ADVERTISING FLOURISHES IN SOCIETIES THAT ENJOY ECONOMIC ABUNDANCE, IN
WHICH SUPPLY EXCEEDS DEMAND.
ANALYSIS OF ECONOMIC DOWNTURN
AS DEMAND GROWS, AS WELL AS COMPETITION, PRICES BEGIN TO DROP.
IT HELPS CUSTOMERS TO ASSESS VALUE:
-PRICE CUES
-QUALITY
-LOCATION
-REPUTATION;
Source: Power Point
ALL OF THEM CREATES MORE RATIONAL ECONOMIC DECISIONS.

10. SOCIETAL ROLES
- NONPRICE
- CELEBRITY ENDORSEMENTS
- EMOTIONAL APPEALS
- FASHION AND DESIGN TRENDS
- IT FOCUSES ON SOCIAL ISSUES (ECOLOGY, DISCRIMINATION, ETC.)
Source: Google.com

11. SOCIETAL RULES
IT TEACHES US ABOUT NEW PRODUCTS AND THEIR USE
JARRITOS – BRAND NEW TO THE UK
Mexican cuisine is thriving in the UK, whether
that is in the form of street food, dedicated
Mexican restaurants or on the menu at the
local pub.
And, whilst diners are becoming more and
more familiar with the cuisine, they have been
left wanting when it comes to the drinks with
which to accompany it.
An arrival from Mexico of Jarritos Sodas hopes
to change that. (Google.com)

12. NEW USE OF PRODUCTS
Source: Google.com

13. THE MOST COMMON TYPES OF ADVERTISING
BRAND ADVERTISING: FOCUSED ON THE DEVELOPMENT OF A LONG TERM BRAND
IDENTITY AND IMAGE
RETAIL OR LOCAL ADVERTISING: FOCUSED ON RETAILERS, DISTRIBUTORS OR DEALERS
WHO SELL THEIR MERCHANDISE IN A CERTAIN GEOGRAPHICAL AREA.
DIRECT RESPONSE ADVERTISING: FOCUSED TO STIMULATE AN IMMEDIATE RESPONSE BY
THE CUSTOMER TO THE SELLER. (MASS MEDIA, INTERNET, DIRECT MAIL). THE
CUSTOMER CAN RESPOND BY PHONE, EMAIL, OR OVER THE INTERNET, AND THE
PRODUCT IS DELIVERED DIRECTLY TO THE CONSUMER BY MAIL OR SOME OTHER
CARRIER.

14. THE MOST COMMON TYPES OF ADVERTISING
BUSINESS TO BUSINESS (B2B) ADVERTISING: ADVERTISERS PLACE MOST BUSINESS
ADVERTISING IN PROFESSIONAL PUBLICATIONS.
INSTITUTIONAL ADVERTISING: FOCUSES ON ESTABLISHING A CORPORATE IDENTITY OR
WINNING THE PUBLIC OVER THE ORGANIZATION’S POINT OF VIEW.
NON PROFIT ADVERTISING: CHARITIES, FOUNDATIONS, ASSOCIATIONS, HOSPITALS,
MUSEUMS, RELIGIOUS INSTITUTIONS
PUBLIC SERVICE ADVERTISING: PROVIDES MESSAGES ON BEHALF OF A GOOD CAUSE,
E.G. EATING HABITS IN ORDER TO REDUCE OBESITY RATES IN MEXICO.
E- ADVERTISING (ONLINE ADVERTISING): IT INVOLVES THE USE OF INTERNET AS A
MEDIUM TO OBTAIN WEBSITE TRAFFIC AND TARKET AND DELIVER MARKETING
MESSAGES TO THE RIGHT CUSTOMERS.

15. 4 COMPONENTS OF ADVERTISING
STRATEGY
MESSAGE
MEDIA
EVALUATION

16. ADVERTISING IS CHANGING
ADVERTISING IS INCREASING BECOMING BIDIRECTIONAL THANKS TO SOCIAL MEDIA.
WORD OF MOUTH
CONSUMER GENERATED ADVERTISING
CONVERGING MEDIA

17. GREAT BOOKS FOR STUDYING
REFERENCES:
1) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and
Practice. 10th Ed. Prentice Hall.
2) Barry, P. (2012) The Advertising Concept Book: A complete guide to creative ideas,
strategies and campaigns. Thames & Hudson.
3) Wheeler, A. (2012). Designing Brand equity: an essential guide for the whole
branding team. 4th Ed. Wiley.