Advertising 206 01/14/2014
Office hours: Mon 25, Wed/Thurs 45pm
The marketing and communications role: transform a product into a distinctive brand
The economic and societal role: generates a demand among groups of people, resulting in higher levels of
sales and ultimately lower prices; enables rational and emotional decision making
Shapes self image
What does Advertising do?
Advertising a form of persuasive communication that uses mass and interactive media to reach a broad
audience in order to connect an identified sponsor with buyers to provide info about products (goods,
services, ideas) and interpret product features with customers wants and needs Advertising is a sponsored media message intended to persuade you to think, do, or buy something
Advertising converts need to want.
Six Basic Attributes:
Paid communication (usually)
Sponsor is identified (mostly)
Can be oneway, twoway, or multipleways
Reaches a broad audience (not always, but usually)
Seeks to inform or persuade
Conveyed through mass media
Types of Advertising
Institutional or corporate
Nonprofit Public Service
Key Components of Advertising:
Marketing Brands and Communications: Satisfying Needs, Creating Wants
Basic concepts: Marketing is about satisfying consumer needs and wants; exchange (money for
something); positioning and differentiation.
What does the Mercury ad say about its positioning?
What is that “something”?
How did the singer get “crazy”?
Product design, features, within reach, image, advertising and communications (TV, print, radio, auto
Marketing is about VALUE