Master class
27
What is advertising?
description
Transcript of Master class
What is advertising?
How does it work?
What is advertising?
“Advertising is a form of communication intended to persuade people to purchase or take some action upon products, ideas or services”.
What is advertising?
ProblemBad Communication
People Product
PurchasePurchase
SolutionGood Communication
What is advertising?
The 4 P’sMarketing Mix
Big Problems
“People don’t buy my product!”
“People don’t know my product!”
“People don’t like my product!”
Promotion is a mix of tools to solve communication problems:
Advertising + Public relations + Sales promotion
DIRECT MARKETING
PUBLIC RELATIONS
ADVERTISING
BrandDefinition
Identity of a specific productmade by a particular company.
MediaDefinition
Communication channels to deliverinformation to the consumers.
TVTV RadioRadio PrintPrint CinemaCinema InternetInternet
ConsumerDefinition
A person who buys productsor services.
A short history of marketing
How it works?
Campaign
MediaMedia ConsumConsumersersBrandBrand
BriefBrief
ProblemProblem
BrandBrand
ProductProduct
IdeaIdea
SolutionSolution
MessageMessage
CreativityCreativity
AdsAds
SalesSales
PurchasePurchase
ImpactImpact
“Para todos”
How it works?Brand: Coca-Cola
Consumer: Universal. Male & Female. All ages.
Goal: Increase Brand Love + Emotional response
Message: “Para todos”
Key elements: Brand, Product, Colour, Voice
Media: TV, Radio, Print, Cinema, Internet
“Lola”
How it works?Brand: Coca-Cola
Consumer: Young. Male & Female. 14-20 years
Goal: Coca-Cola = Music
Message: “Music On The Coke Side Of life”
Key elements: Brand, Product, Music, Young
Media: TV, Radio, Print, Music concerts, Internet
“Happiness Factory”
How it works?Brand: Coca-Cola
Consumer: Universal. Male & Female. All ages.
Goal: Coca-Cola = Happiness
Message: “The Coke Side of Life”
Key elements: Brand, Product, Factory, Humor
Media: TV, Radio, Print, Cinema, Internet
“HappinessMachine”
How it works?Brand: Coca-Cola
Consumer: Young and Teens. 15 to 25 years old.
Goal: Coca-Cola is happiness
Message: “Where will happiness strike next?”
Key elements: Brand, Product, Amazing, Viral
Media: TV, Radio, Print, Internet
“Reasonsto believe”
How it works?
Brand: Coca-Cola
Consumer: Universal. Male & Female. All ages.
Goal: Coca-Cola is Optimism. 125th Anniversary
Message: “Reasons to believe”
Key elements: Brand, Product, Crisis, Hope
Media: TV, Radio, Print, Cinema, Internet
“Evolution”
Thank you!
Questions?
