Adv basic

All advertising is based in good…
• Strategy
• Creativity
• Execution
We need people to know who we are in our terms
• What is RELEVANT to you?
• What makes a GOOD STORY?
How can we reach ourconsumer?
From phone calls to Facebook
DEFINITION OF ADVERTISING
• Is a PAID form of communication
· and we can IDENTIFY the sponsor
• It can be only to make you AWARE of a product
· but ismainly to PERSUADE OR INFLUENCE the consumer to do
something
• It's a form of MASS COMMUNICATION
· Thus is NOT PERSONAL
· For a LARGE MARKET
· Delivered through MASS MEDIA
What do we want to do withadvertising?
• We want to persuade somebody to do something
• Basically, we aim to change attitudes
• Our business is drawing public attention to certain goods and services - to get
them to thinkand work with them, to buy them
· TAKE ACTION
• We'll do that through rhetoric
· Ethos (character / respect)
· Logos (logic or reason)
· Pathos (emotion)

What about the ethics?????

What isadvertising?
· A Persuasive method
o Used to influence the conduct of people, their attitudes towards
something – not only buy, but agree with something
· An Economic instrument
o A paid form ofcommunication to get to a mass audience
o An instrument to promote demand: used mainly by merchants,
producers and entrepreneurs
When did advertising start
· It was always there as a persuasivemethod
· It became more important as an economic instrument the outburst of massive
media
4 Historical moments
- Advertising pre-history (before XVth Century)
- First steps (XVI-XVIII)
- Moderndevelopments (XIX-1940)
- Contemporary phase (1950-now)
Public messages
- After the Neolithic, societies started establishing in communities
- There were people that were producers and others thatwere merchants
- You could make people know about your “business” (or your political choices or
importance) by crying out in the street, building or pointing things
- In Greece they had the...