Intro to advertising week 1, class 1 - hmlc
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Advertising is a form of communication used to encourage audiences to continue or take new actions. It is usually paid for by sponsors and clients and featured across various media outlets like print, television, radio and digital. Advertisements seek to generate increased consumption of products and services through branding, which involves repetition of images or names to associate qualities with brands in consumers' minds. Advertisers also promote political parties, organizations and government agencies.
Intro to advertising week 1, class 1 - hmlc
- 2. It is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action.
- 3. Usually paid for by sponsors/clients, and are featured in numerous media outlets, including: print media, radio, television, outdoor advertising, direct mail, digital media, and text messages
- 4. Seek to generate increased consumption of their products/services through “Branding”, which involves the repetition of an image or product name – with the aim to associate certain qualities with the brand in the mind of the consumers
- 5. Advertisers who spend money to advertise items other than a consumer product/service – includes political parties, interest groups, religious organisations, and governmental agencies
- 9. Creativity is the ability to perceive things differently
- 12. Client Service Forms the link between the agency and the client. This contact person is responsible for “selling” the agency’s advertising campaigns and services. This individual must be well versed with a company’s offerings, values, target markets, competitors, etc.
- 13. Copywriter The copywriter is responsible for creating the words in advertisements. Usually involves creative writing, but can also involve writing styles that are professional.
- 14. Media Management The media manager, media planners and media buyers have to cover a wide field. They must be conversant with all possible ways in which to advertise their message. The advertisement must be exposed to the correct target market/audience, at the most economical cost, while providing the best possible coverage and reach.
- 15. Art Director Art directors have to be people with exciting ideas. They are responsible for the visual execution of any advertising initiative. They design the illustrations and lettering of advertisements and must therefore constantly have new original ideas and ingenuity.
- 16. Graphic Designer Graphic designers are usually responsible for designing logos, corporate identities, packaging and label design, editorial or magazine design and layout. Both art directors and graphic designers should possess some knowledge of the various production processes.
- 17. Production There are two general production areas within an agency, print and electronic production. Print production caters for all forms of advertising in the print media. Electronic production relates closely to broadcast media.
- 18. Marketing Research Marketing research allows for the understanding of consumer attitudes, perceptions and behaviour. Involves testing of concepts and advertisements, research consultation, analysis of research data, etc.
- 19. End Of Session