1. Advertising I
Lecture 1

2. Paper

3. A quick review

4. Advertising
Advertising is paid, non-
personal communication
from an identified sponsor
using various media to
persuade and influence an
audience.

5. Functions of advertising
 Advertising identifies products and differentiates it from others
(e.g. different brands, packaging)
 Adv. communicates information about the product, its
features and its location of sale.
 Adv. induces customers to try new products and suggests
reuse.
 Adv. stimulates the distribution of a product. (helps increase
the demand of the product)
 Adv increases the use of product since more people become
aware of the product.
 Adv builds brand value, brand preference and loyalty.
 It lowers the overall cost of sales.

6. Types of Ads
 Brand advertising/ National Consumer
advertising
 Retail/ Local advertising
 Political advertising
 Directory advertising
 Direct-response advertising
 Business to business advertising
 Institutional advertising
 Public Service Advertising
 Interactive Advertising

7. Reasons to advertise
 To announce a new  To announce location of
product stockists
 To expand the market to  To educate consumers
new buyers  To maintain sales
 To announce a  To challenge competition
modification
 To remind
 To announce a price
change  To retrieve lost sales
 To announce a new pack  To please the sales force
 To make a special offer  To recruit force
 To invite inquiries  To attract investors
 To sell directly  To announce trading
results
 To test a medium
 To obtain stockists

8. Appeals
 Primary  Need arousing
 Selective  Need satisfying
 Rational  Negative
 Emotion  Positive

9. Parts of an ad
 Trademark
 Logo
 Brand slogan/ tagline
 Caption
 Body copy

10. Layouts of ads
 Ogilvy layout
 Z layout
 Single Visual layout
 Illustrated layout
 Top heavy layout
 Upside down layout

11. In this semester
 Classes will be held on Monday and
Tuesday
 Monday – double class. Will be used
mostly for activities after 2 - 3 weeks .
Tuesday will be a single class.
 These activities will account for the 20
marks for assignments.
 Missed out activities will not be
accepted, as these will be group tasks.

12.  Every activity will be rated, and marks
will be included in the result.
 Rating is my problem, students should
not be concerned about how I will rate
them.
 In case the Monday class is missed
due to a holiday or strike, we will cover
it up on Wednesday.

13. Theory
 We will be studying
◦ Key issues in advertising
◦ A typical ad agency
◦ Concepts of marketing
◦ Marketing plan
◦ Branding
◦ Consumer behavior
◦ Advertising ethics

14. Pratical
 We will be focusing print
advertisements in every form
◦ Newspaper
◦ Billboards
◦ Point of sales etc.