Advertising: the image of marketing
Product advertising: Advertising messages that focus on a specific good or service.
Institutional advertising: Advertising messages that promote the activities, personality, or point of view
of an organization or company.
Corporate advertising: Advertising that promotes the company as a whole instead of a firm’s individual
Advocacy advertising: A type of public service advertising where an organization seeks to influence
public opinion on an issue because it has some stake in the outcome.
Public service advertisements (PSAs): Advertising run by the media for not-for-profit organization seeks
to influence public opinion on an issue because it has some stake in the outcome.
Who creates advertising?
Advertising campaign: A coordinate, comprehensive plan that carries out promotion objectives and
results in a series of advertisements placed in media over a period of time.
Limited-service agency: An agency that provides one or more specialized services, such as media buying
or creative development.
Full-service agency: An agency that provides most or all of the services needed to mount a campaign,
including research, creation of ad copy and art, media selection, and production of the final messages.
Account executive (account manager): A member of the account management department who
supervises the day-to-day activities of the account and is the primary liaison between the agency and the
Account planner: A member of the account management department who combines research and
account strategy to act as the voice of the consumer in creating effective advertising.
Creative services: The agency people (creative director, copywriters, and art director) who dream up and
produce the ads.
Research and marketing services: Advertising agency department that collects and analyzes information
that will help account executives develop a sensible strategy and assist creatives in getting consumer
reactions to different versions of ads.
Media planner: Agency personnel who determine which communication vehicles are the most effective
and efficient to deliver the ad.
User-generated advertising content: do it yourself advertising and crowdsourceing
User-generated content (UGC): Online consumer comments, opinion, advice and discussions, reviews,
photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers.
Do-it-yourself (DIY) ads: Product ads that are created by consumers.
Ethical issues in advertising
Corrective advertising: Advertising that clarifies or qualifies previous deceptive advertising claims.
Puffery: Claims made in advertising of product superiority that cannot be proven true or untrue.
Develop the advertising campaign
Step1: understand the target audience
Step2: establish message and budget objectives
Step3: create the ads
Creative strategy: The process that turns a concept into an advertisement.
Creative brief: A guideline or blueprint for the marketing communication program that guides that
Advertising appeal: The central idea or theme of an advertising message.
Unique selling proposition (USP): An advertising appeal that focuses on one clear reason why a
particular product is superior. Reminder advertising: Advertising aimed at keeping the name of a brand in people’s minds to be sure
consumers purchase the product as necessary.
Teaser or mystery advertising: Ads that generate curiosity and interest in a to-be-introduced product by
drawing attention to an upcoming ad campaign without mentioning the product.
Execution format: The basic structure of the message such as comparison, demonstration, testimonial,
slice of life, and lifestyle.
Tonality: The mood or attitude the message conveys (straightforward. Humorous, dramatic, romantic,
sexy, and apprehensive/fearful).
Creative tactics and techiniques
Jingles: Original words and music written specifically for advertising executions.
Slogans: Simple, memorable linguistic devices linked to a brand.
Step4: Pretest what the ads will say
Pretesting: A research method that seeks to minimize mistakes by getting consumer reactions to ad
messages before they appear in the media.
Step5: choose the media type(s) and media schedule
Media planning: The process of developing media objectives, strategies, and tactics for use in an
Where to say it: digital media
Digital media: Media that are digital rather than analogue. Including web sites, mobile or cellular phones,
and digital video such as YouTube.
Owned, paid, and earned media
Owned media: Internet sites such as Web sites, blogs, Facebook, and Twitter accounts that are owned by
Paid media: Internet media such as display ads, sponsorships, and paid key word searches that are paid
for by an advertiser.
Earned media: Word-of-mouth or buzz using social media where the advertiser has no control.
Web site advertising
Banners: Internet advertising in the form of rectangular graphics at the top or bottom of Web pages.
Pop-up ad: Ad advertisement that appears on the screen while a Web page loads or after it has loaded.
Buttons: Small banner-type advertisements that can be placed anywhere on a Web page.
Search engines: Internet programs that search for documents with specified keywords.
Web directory: Internet program that lists sites by categories and subcategories.
E-mail advertising: Advertising messages sent via e-mail to large numbers of people simultaneously.
Spam: The use of electronic media to send unsolicited messages in bulk.
Permission marketing: E-mail advertising in which online consumers have the opportunity to accept or
refuse the unsolicited e-mail.
Mobile advertising: A form of advertising that is communicated to the consumer via a handset.
Video sharing: check it out on youtube
Video sharing: Uploading video recordings on the Internet sites such as YouTube so that thousands or
even millions of other Internet users can see them.
Vlogs: Video recordings shared on the Internet.
Where to say it: branded entertainment
Branded entertainment: A form of advertising in which marketers integrate products into entertainment
Augmented reality (AR): A form of technology where a view of a real-world environment joins a layer of
virtual computer-generated imagery to create a mixed reality.
Advergaming: Brand placements in video games. Where to say it: support media
Support media: Media such as directories or out-of-home media that may be used to reach people who
are not reached by mass media advertising.