Advertising basics

1. Advertising

2. What is advertising?
• A paid for communication
promoting a product or service.

3. How Advertising Works
• Advertising is persuasive not
coercive - it can not make people
do what it wants them to do.
• Advertising has to be seen by its
intended audience so using
appropriate medium is important.
• The audience has to be receptive
they must have an interest in the
message

4. • The message has to be driven
home - a single advertisement
maybe lost or forgotten
• Competitors advertise too - your
offer must be better or different, if
not why choose you.

5. • Reasons why people remember
them are:-
• They recognise the company or its
products/services.
• They have company or product
loyalty.
Audiences Often Ignore
Adverts

6. • They are actively seeking to
purchase
• They are in the market
• the offer is attractive

7. • The Press
• Television
• Radio
• Direct mail
• Leaflet distribution
• Point of Sale
• Cinema
• Posters
Where Do We See Ads