ChapterOutlineChapterKeyPointsWhatisAdvertising?RolesandFunctionsofAdvertisingTheKeyPlayersTypesofAdvertisingWhatMakesanAdEffective?TheEvolutionofAdvertisingTheCurrentAdvertisingScene第一頁第二頁，共25頁。KeyPointsDefineadvertisingandexplainitskeycomponentsDiscusstherolesandfunctionsofadvertisingwithinsocietyandbusinessIdentifythekeyplayersandtheirrolesincreatingadvertisingExplainthedifferenttypesofadvertisingSummarizethecharacteristicsofeffectiveadvertisingandexplainwhyitisalwaysgoaldirectedAnalyzethechangesaffectingtheadvertisingindustry第二頁第三頁，共25頁。DefiningModernAdvertisingAdvertisingispaidpersuasivecommunicationUsesnonpersonalmassmediatoreachbroadaudiencestoconnectanidentifiedsponsorwithatargetaudienceFivebasiccomponents:PaidcommunicationSponsorisidentifiedTriestopersuadeorinfluenceReachesalargeaudienceConveyedthroughimpersonalmassmedia第三頁第四頁，共25頁。KeyConceptsofAdvertisingStrategyCreativeideaExecutionMediaThelogicandplanningbehindtheadAdvertisersdevelopadstomeetobjectivesAdvertisersdirectadstoidentifiedaudiencesAdvertiserscreatemessagesthatspeaktotheaudience’sconcernsAdvertisersrunadsinthemosteffectivemedia第四頁第五頁，共25頁。KeyConceptsofAdvertisingStrategyCreativeideaExecutionMediaThecentralideathatgrabstheconsumer’sattentionCreativitydrivestheentirefieldofadvertising第五頁第六頁，共25頁。KeyConceptsofAdvertisingStrategyCreativeideaExecutionMediaEffectiveadsadheretothehighestproductionvaluesintheindustryClientsdemandthebestproductionthebudgetallows第六頁第七頁，共25頁。KeyConceptsofAdvertisingStrategyCreativeideaExecutionMediaCommunicationchannelsthatreachabroadaudienceHowtodeliverthemessageisjustasimportantcomingupwiththecreativeideaofthemessage第七頁第八頁，共25頁。RolesofAdvertisingMarketingCommunicationEconomicSocietalTheprocessabusinessusestosatisfyconsumerneedsbyprovidinggoodsandservicesProductcategoryTargetmarketMarketingmixBrand第八頁第九頁，共25頁。RolesofAdvertisingMarketingCommunicationEconomicSocietalCanreachamassaudienceIntroducesproductsExplainsimportantchangesRemindsandreinforcesPersuades第九頁第十頁，共25頁。RolesofAdvertisingMarketingCommunicationEconomicSocietalMovesfrombeinginformationaltocreatingdemandAdvertisingisanobjectivemeansforprovidingprice-valueinformation,therebycreatingamorerationaleconomy第十頁第十一頁，共25頁。RolesofAdvertisingMarketingCommunicationEconomicSocietalInformsconsumersaboutinnovationsandissuesMirrorsfashionanddesigntrendsTeachesconsumersaboutnewproductsHelpsshapeconsumerself-imagePerpetuatesself-expression第十一頁第十二頁，共25頁。TheFunctionsofAdvertisingBuildsawarenessofproductsandbrandsCreatesabrandimageProvidesproductandbrandinformationPersuadespeopleProvidesincentivestotakeactionProvidesbrandremindersReinforcespastpurchasesandbrandexperiences第十二頁第十三頁，共25頁。TheKeyPlayersAdvertiser(client)AgencyMediaSupplierAudienceUsesadvertisingtosendoutamessageaboutitsproductsInitiatestheadvertisingeffortbyidentifyingamarketingproblemApprovesaudience,planandbudgetHirestheadvertisingagency第十三頁第十四頁，共25頁。TheKeyPlayersAdvertiser(client)AgencyMediaSupplierAudienceHasstrategicandcreativeexpertise,mediaknowledge,workforcetalent,andnegotiatingabilitiesAdvertisingdepartmentIn-houseagency第十四頁第十五頁，共25頁。TheKeyPlayersAdvertiser(client)AgencyMediaSupplierAudienceThechannelsofcommunicationthatcarrythemessagetotheaudienceArealsocompaniesorhugeconglomeratesMassmediaadvertisingcanbecosteffectivebecausethecostsarespreadoverthelargenumberofpeopletheadreaches第十五頁第十六頁，共25頁。TheKeyPlayersAdvertiser(client)AgencyMediaSupplierAudienceAssistadvertisers,agencies,andthemediaincreatingandplacingtheadsVendorservicesareoftencheaperthanthosein-house第十六頁第十七頁，共25頁。TheKeyPlayersAdvertiser(client)AgencyMediaSupplierAudienceThedesiredaudiencefortheadvertisingmessageData-gatheringtechnologyimprovesaccuracyofinformationaboutcustomersAdvertisersmustrecognizethevarioustargetaudiencestheyaretalkingtoandknowasmuchaboutthemaspossible第十七頁第十八頁，共25頁。TypesofAdvertisingBrandadvertisingRetailorLocaladvertisingDirect-ResponseadvertisingBusiness-to-BusinessadvertisingInstitutionaladvertisingNonprofitadvertisingPublicServiceadvertising第十八頁第十九頁，共25頁。WhatMakesanAdEffective?IfitcreatesanimpressionforaproductorbrandIfitinfluencespeopletorespondinsomewayIfitseparatestheproductorbrandfromthecompetitioninthemindoftheconsumer第十九頁第二十頁，共25頁。WhatMakesanAdEffective?Effectiveadvertisingmessageswillachievethedesiredimpact(objective)onthetargetaudienceAwardShowsEFFIES,AME,IPAJudgeeffectivenessCLIOS,OneShow,CannesJudgecreativeideasNotallaward-winingadsareeffective第二十頁第二十一頁，共25頁。TheEvolutionofAdvertisingAgeofPrintIndustrialRevolutionandEmergenceofConsumerSocietyModernAdvertisingEraAccountabilityEra第二十一頁第二十二頁，共25頁。TheCurrentAdvertisingSceneExpandedviewIntegratedMarketingCommunicationGlobalizationElectronicmediaarechangingthemedialandscapeNewm