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Introduction of Advertising

Principle of Advertising Lecture 01 Introduction of Advertising Prepared by Samantha Chow What is Advertising? Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier http://www. zagbook. com/ Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier http://www.

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zagbook. com/ Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier http://www. zagbook. com/ Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier http://www. zagbook. com/

Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier http://www. zagbook. com/ Zag: The Number One Strategy of High-Performance Brands by Marty Neumeier http://www. zagbook. com/ What is Advertising? It is the “non-personal” communication of information usually paid for What is Advertising? Persuasive in nature about Product Service Through various media ATL vs BTL ATL Advertising •? ATL = Above the line •? Conventional in Nature •? Mass media (TV, radio & print) to promote brand •?

Non-personal to customers •? Make use of current traditional media – TV, newspaper, magazine, radio, outdoor BTL Advertising •? BTL = Below the line •? Less conventional •? Direct mail, Public relations, sales promotions •? Using highly targeted lists of names to maximize the response rate •? Touch and feel product ? brand recall Available Media TVC Print Newspaper Weekly Magazines Non-weekly magazines Airport Bus Body Bus shelter Cinema First Vision In-store Promotion

What is Marketing? What is Marketing? It is the process by which companies create customer interest in goods or services. What is Marketing? It generates the strategy that underlies sales techniques, business communication, and business development. End of Lecture 01 Thank you 😀 Resource from: Marty Neumeier, Zag: The Number One Strategy of High-Performance Brands [http://www. zagbook. com/] Prentice Hall, 2007, Integrating advertising, promotion and market communication