The Role and Importance of Advertising

Contents: 1. Investigate the role and importance of advertising 1a. Explain and demonstrate how advertising can be designed to differentiate,remind,inform and persuade……………………………………. .page 3 1b. Evaluate appropriate uses and applications for advertising in two given situations…………………………………………………………………page 3 1c. Evaluate the role,organization and functions of agencies in the advertising process……………………………………………………………… page 3 2. Asses the role of below the-line-techniques and how they are used…………page 3 2a.

Differentiate between the characteristics and objectives of the various below-the-line promotional techniques…………………………………page 4 2b. Recommend the use of individual techniques in two commercial situations……………………………………………………………………….. page 4 3. Creating new products 3a. A new soft drink…………………………………………………………….. page 4 3b. A new electrical panel………………………………………………………. page 4 3c Grand Prix in Atnens,2011………………………………………………….. page 5 INTRODUCTION? Advertising is part of Marketing.

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In order to stimulate customer response always the advertisement is a good opportunity for the company to promote itself. The more people see the product/service, the more they want to have it. There are different types to gain customer’s awareness like advertising, and promotion,. Also there are different places that advertisements can be positioned, using the metro, trams , buses ,restaurants and so on 1. Explain the role and the objectives of advertising The advertising objectives should support main company’s goal and should be discussed with company-client in order to avoid misunderstanding.

Tthe advertising roles are based on company’s marketing strategy, like; * Increase sales * Increase brand awareness * Tell to customers * Supporting other market efforts SOURCE In order to be different and to gain the customer’s awareness is to have a good brand image. A product that can satisfy the customer needs with quality and price . Also for a good brand image helps the marketing mix, but the important role plays advertising because it provides: * Information * Build a reputation * Direct response * Competition * Keeping customerSOURCE Why do you have this here?

You need to explain 1b. Types of advertising agencies. Role and organization . There are different types of agencies: * Full-service agency-traditional one, they’ve got everything that can be offered * Limited-service-they can do only separated kind of advertising * Specialist –they work by using a financial medical-orbit * In-house-employed only by the company * Interactive-these type of company offers a mix of web design, internet and so on. * Search-engine-taking information by using key words in Google search machine, for exampleSOURCE . Objectives of advertising for S&A Advertising Company: 2a. In order to make a successful advertisement ,you must follow the steps below: * We, as an agency, we need to have a clear idea of what you offer, so we can build for you a brand name and make an effective advertising management process * After that we are going to decide what kind of advertising approach you need to do to persuade the buyers * Next step is reviewing the facts and give to the advertising creative to prepare a campaignSOURCE 2b BrandingWere is the definition> c Advertising Agencies There are different types of agencies, like: 1. Consulting and giving advice about how to develop target markets 2. Providing specialized services for business markets 3. Providing suggestions on how to project a strong company image and theme 4. Supplying assistance in selecting company logos and slogans 5. Preparation of advertisements 6. Planning and purchasing media time and space So,it depends on the company ,how big it is and what is its budget for advertising in order to pick one type of agency from the above.

SOURCE Explain what type of company S & A is and why it matters in regards to the product 3. A new soft drink * ENERGY DRINK LEMON+VITAMIN C A new energy drink that is suitable for sport active people on age starting from 20 to 40 years old. MALES? Femaales? Be more specific. You need to define you rtarget group and market segmentIt’s made by the idea of boosting energy.. It gives you the every day needed vitamin C,which in other case you are taking it by eating oranges and lemons.

The great thing about it is that there is not a lot ifh sugar, because of the vitamin C which is makes it natuarally more sweet. Target group: active people-20-40 years old, students THIS IS NOT COMEPLTE Positioning strategy; price and quality? You need to exaplain each of these ADVERTISING OBJECTIVES: Helps people who are doing sport activities to get some energy for their training THIS IS NOT ENOUGH GOOD ADVERTISING TRICKS: street marketing,supermarket marketing and also advertising in gyms and dance schools?

THIS IS NOT COMPLETE YOU NEED TO INCLUDE TWO SAMPLE ADVERTISMENTS Include a SWOT for your product You need to explain what Below the line techniques are and provide a list of sample promotion techniques * ELECTRICAL CONTROL PANEL FOR AN AQUARIUM It is an electrical panel. It has nothing to do with an aquarium it is for lightsu This is all wrong do everything that I asked for above for the Soda * ATHENS GRAND PRIX ACROPOLIS IN JULY ,2011 Only this year is the biggest chance in your life to drive a champion’s car.

There will be a lottery and the winning VIP ticket will have the opportunity to drive not only a racing car,but the champion one. This is all wrong as well. Include a product SWOT, the strategy, slogan and name of the product, who is your target group and market segment. Two sample advertisements, samples of below the line techniques Conclusion INCOMPLETE- include all sources including the class notes References; 1. P. Kotler, G. Armstrong ,J . Saunders ‘Principles of Marketing’ Third Edition,2002,Madrid ,Spain R. White “ Advertising . What it is and how to do it’ Third edition ,2003, McGraw –Hill International