BASIC PRINCIPLES OF ADVERTISING 1 5 COMPONENTS OF ADVERTISING Advertising is a paid form of communication, Not only the message is paid for, but the sponsor is identified, Most advertising tries to persuade or influence the consumer to do something, although in some cases the point of the message is simply to inform consumers and make them aware of the product or company. In other words it is a strategic communication Advertising reaches a large audience of potential consumers, The message is conveyed through many kinds of mass media, which are largely non-personal. What that means is that advertising isnt directed to a specific person, although this is changing with the introduction of the Internet and more interactive media. Advertising is paid persuasive communication that uses nonpersonal mass media- as well as other forms of interactive communication- to reach broad audiences to connect an identified sponsor with a target audience. BASIC FUNCTIONS OF ADVERTISING Builds awareness of products and brands Creates a brand image Provides product and brand information Persuades people Provides motives (incentives) to take action Provides brand reminders Reinforces past purchases and brand experiences TYPES OF ADVERTISING The Ads In Terms Of Producers: Product ads, service ads The Ads In Terms Of Target Market: The ads which are made for target audience, the ads which are made for intermediaries (retailers, wholesaler) The Ads In Terms Of Message: American Airlinesn tm filolarnn (700 uaktan fazla) btn Ekonomi Snflarnn koltuklarn (7000den koltuktan fazla) daha fazla yer aabilmek iin kaldrmaya baladklarn duydum. Bu yeniden ekillendirme almalarnn %50si Hazirana kadar bitecekmi ve buradan kan muhteem sonu ile American Airlines hibir havayolu irketinin hizmet edemedii kadar ok Ekonomi Snf mterisine hizmet verecekmi.metni yer almaktadr. Sa lobda ise; Sper. Artk ayaklarm uzatp Ekonomi Snfnda oturabileceim.metni yer almaktadr. Functional messages; are the rational messages which informs the functional specialities of the product or service like; strenght, price vb. The ingredients of the product is mostly given. In these kind of messages hard sell technique is used. This technique direct expression. Generally dont miss it, buy it kinds of expressions are used. These kind of messages addresses the left side of the human brain. Emotional messages; which informs the emotional benefits of a product like; happiness, love, sex, fun, friendship, status etc. These kind of messages are called Hedonic messages and it presumes that an individual can purchase a product just for its emotional benefit. It brings happines to your life These kind of messages addresses the right side of the human brain. The Ads In Terms Of Aims: The ads which aimed to create primary demand. These ads are to create demand or increase demand. In these ads the functional specialities of the product are shown The ads which aimed to create selective demand. In these ads emotional benefits are shown to create brand loyalty. The Ads In Terms Of Geographical Criteria: Local ads are made only for small local areas like only to zmir. National ads are only for that nation. International ads are the ads which a national firm tries to get into the market place of some other nations. Global ads are the ads which whole world is just seen one market place. ROLES OF ADVERTISING Economic Role Communication Role Societal Role ECONOMIC ROLE Economic role of advertising is basically to make the consumers buy the product or service which is in the market or to increase the demand of the product or service. The economic role of advertising performs in two different ways: Short period of time and long period of time Short period of time: In this period of time advertising aims to motivate the consumers to buy the product/service in a short period. Long period of time: In this period of time advertising aims to make the consumers be loyal and make them trust the company, the selling aim is not urgent. COMMUNICATION ROLE Advertising is a form of mass communication so it transmits different types of market information to connect consumers and producers. Advertising is a bridge between consumers and producers. It produces a two sided communication between consumers and producers by informing the specialities of product to consumers from producers, and by giving feedback with selling results and consumer researchers to producers from consumers. The company or the person who conveys the message in ad SOURCE Advertising Message MESSAGE Tv. Radio, Magazine, Outdoor, nternet etc. CHANNEL Target Audience RECEIVER FEEDBACK Responses to advertisment; sellings, consumer surveys etc. NOISENOISE In advertising the source (who conveys the message in ad) has to have some characteristics like; Believability Being loved/favoured Similarity Electiveness Believability: This characteristic is the most effective one to persuade the consumer and purchase an product. In advertising if the source is an expert than the consumers tend to believe in him. Especially it is mostly effected in health, hygienic products. Ex: dentist The intention is the second speciality of believability. If a source is an expert but he is the producer then the effectiveness of source believability can be decreased. Being loved/favoured: Individuals are aimed to purchase a product/service which is suggested by a person they love or favour. In advertising it is mostly seen with celebrities. This has two reasons; role modelling process and psychologically equating that person to himself.Bir-Yerde/983233/http://video.mynet.com/eglendirmece/Besi- Bir-Yerde/983233/ Similarity: If the consumer sees a similarity between him and the source, this factor makes him to purchase that product more than the others. Social psychologists manifests that an individual is likely to perform the similar behaviour with a similar person. If a detergent is proposed by a house wife than the other house wifes tend to perform the same behaviour. Electiveness: The source must be elected from the competitive products ads. MESSAGE An advertising message is the system of codes which aimed to make some reactions on the target audience and to direct the audience to purchase. It must be coded suitable to the target audience analysis (demographic, pshychographic, socio- cultural) An individual is exposed at least 1000 ad messages in a day and elects %99 of them Effective Message Properties It must attract/ the target audiences attention It must be in the experience area of both target audience It must awake the needs of target audience and has the potential to satisfy those needs Attention getting properties: being different, not being continious, being extra ordinary being asymmetric Annoying properties: being same with the competitors, being continious, being ordinary, being symmetric To get the attention of the consumer immediately is to be extra ordinary somethimes. The producer firms rarely get out of their brand image to get the imeddiate attention. This has been done by making ads against the traditions, societal rules, religion. This is a type called shockvertising and these kind of ads are mostly banned after coming out. The other immediate attention getting ad type is the teaser type. This kind of ads are generally formed for the brands which comes to market at the first time. In teaser ads there wont be any information about the product or the brand for more than 15 days. The consumer wont get any information and starts thinking about it. After this period the logo or the jingle comes out to inform the product. The aim of tears are to make consumers curious.buo-Teaser http://www.videorandum.com/video/852/Shu buo-Teaser Teaser http://www.videorandum.com/video/853/Shubuo- Teaser There are two basic models that presumed about the effective ad message. These models are formed by steps which shows the changes on the knowledge level of consumers. NAIDAS and DAGMAR NAIDAS E. St. Elmo Lewiss model 1900, AIDA Then in 2000s NAIDAS For Lewis the advertising message must effect all the levels of NAIDAS in consumers Gereksinim (need) NEED Gereksinim (need) ATTENTION Gereksinim (need) INTEREST Gereksinim (need) DESIRE Gereksinim (need) ACTION Gereksinim (need) DESIRE SATISFACTION NAIDAS DAGMAR Defining Advertising Goals for Measured Advertising Results- llebilir Reklam Etkileri in Reklam Amalarnn Saptanmas Awareness ( Farkna varma) Comprehension (Anlama) Conviction (kna) Action (Eylem) CHANNEL TV Radio Newspaper Magazine Outdoor Transit nternet nteractive and Alternative RECEIVER: Target Audience NOISE: Everything that takes the consumers attention out of the ad or make the consumer not to expose to the ad message.