WEEK 10 - Introduction to Advertising

What is ADVERTISING?
-  is paid persuasive communication.
- uses non-personal mass media to reach broad audiences to connect an identified sponsor with a target audience.

FIVE basic components: 

- paid communication
- sponsor is identified
- tries to persuade or influence
- reaches a large audience
- conveyed through impersonal mass media

Key Concepts of advertising: 
- strategy
- creative idea
- execution
- media

Roles of Advertising:
- marketing
- communication
- economic
- societal

The Functions of Advertising:
- builds awareness of products and brands
- creates a brand image
- provides product and brand information
- persuades people
- provides incentives to take action
- provides brand reminders
- reinforces past purchases and brand experiences

Types of ADVERTISING:
- brand advertising

- retail / local advertising

- direct - response advertising

- business-to-business advertising

- institutional advertising

- nonprofit advertising

- public service advertising

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