Matakuliah
Tahun
: G0492 / English for Advertising
: 2005/2005
The World of Advertising
Types of Advertising
Roles of Advertising
Function of advertising
The Players of Advertising
The Evolution of Advertising
1
Defining
It a paid non-personal communication
from an identified sponsor using mass
media to persuade or influence an
audience.
2
Types of Advertising
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Brand Advertising
Retail or Local Advertising
Political Advertising
Directory Advertising
Direct-Response Advertising
Business-to-Business Advertising
Institutional advertising
Public Service Advertising
Interactive Advertising
3
Roles of Advertising
1.
2.
3.
4.
Marketing
Communication
Economic
Societal
4
Functions of Advertising
• Products/brand information
• Incentives to take action
• Reminder/reinforcement
5
The Players
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The advertiser
The advertising agency
The media
The vendor
The audience
6
Scanning: Figure 1.3. pg. 18
• Sample structures of the advertising Process
7
The Evolution of Advertising
• Age of Print
• Industrial Revolution and Emergence of
Consumer Society
• Modern Advertising Era
• Age of Agencies
• The Creative Era
• Accountability Era
8
Current Advertising Issues
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Interactive Advertising
Integrated Marketing Communication
Consumer Power
Globalization
Niche marketing
Relationship marketing
Mass customization
9