Introduction of Advertising

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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.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 :D

Resource from: Marty Neumeier, Zag: The Number One Strategy of High-Performance Brands [http://www.zagbook.com/] Prentice Hall,...
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