ALA101 Lecture Notes - Lecture 1: Adland, Behavioural Sciences
ALA101- Advertising Principles and Practices Class
WEEK 1: Advertising: Past, present, future
Define the concept of advertising
We all live a breath with, its so common maybe it has no meaning.
Advertising- “any form of pre-determined communication that’s uses media or a form of activity to
reach audiences in the most cost-efficient way, to achieve the marketer’s objectives” (Moriarty et al.
2015)
Main points: pre-determined, cost-effective
Advertising- “is brand initiated communication intent on impacting people’ (dahlen and rosengren,
2016)
Main points: impact
Advertising- “markets are conversations” (searls and Weinberger, 1999)
Main points: its not one way, its to way needs to be a conversation
Explain the key role of advertising
- Marketing- product (the development, service, item or idea), price, place (where it is
distributed) and promotion (where advertising exists, explain the benefits of the product)
- Communication- image (brand) creation and selling style (hard sell approach “buy this”,
brand story/soft sell approach enriches the product)
- Economic- creates demand, allow comparison (mouth piece of capitalism)
- Cultural- reflects (and directs?) how we live (can enhance, can irritate, influences how we
live our lives either good or bad way)
Discuss advertising objectives and effects
Advertising solves organizational problems through communication.
The problem maybe is females don’t see it as a brand for them, make a female hero in the ad.
Maybe people were getting tired of the ads so change it up.
How does it work?
Needs to start with a strategy (seeks to tell us where we are now what we need to do in the future
what the problem is and how to solve it)
Then idea (creative people make the solve the problem, unique and impactful)
Execution follows this where it is created and made
Evaluation occurs throughout this process, is all the steps good, test before during and after.
Effectiveness
What makes an ad effective, needs a plan, intensive strategy and research
Objectives and effects
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
We all live a breath with, its so common maybe it has no meaning. Advertising- any form of pre-determined communication that"s uses media or a form of activity to reach audiences in the most cost-efficient way, to achieve the marketer"s objectives (moriarty et al. Advertising- is brand initiated communication intent on impacting people" (dahlen and rosengren, Advertising- markets are conversations (searls and weinberger, 1999) Main points: its not one way, its to way needs to be a conversation. Marketing- product (the development, service, item or idea), price, place (where it is distributed) and promotion (where advertising exists, explain the benefits of the product) Communication- image (brand) creation and selling style (hard sell approach buy this , brand story/soft sell approach enriches the product) Economic- creates demand, allow comparison (mouth piece of capitalism) Cultural- reflects (and directs?) how we live (can enhance, can irritate, influences how we live our lives either good or bad way)
