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Chapter Four Modern Advertising

Key points and learning requirements of this chapter

Understand the nature and tasks of the information service industry of modern advertising, grasp the promotion function and communication function of advertising in modern society, and understand the four functions of advertising, and understand the influence of advertising on modern society.

Section 1 The nature and tasks of the modern advertising industry

First, the nature of the modern advertising industry

Advertising belongs to the service industry in the tertiary industry.Advertising industry, as a service industry, uses its own knowledge-intensive, talent-intensive, technology-intensive three-intensive advantages, through the form of advertising activities, to provide a high-intelligence high-tech services.

Second, the task of modern advertising industry

1. Effectively promote sales and be concerned about advertisers' profit returns

2. Lead people's consumption life and pay attention to the overall interests of consumers

Balance between business and social attributes.

Section II The function and function of advertising in modern society

First, the function of advertising

1. The function of advertising refers to the role and efficiency of advertising campaign to achieve advertising goals.

2. The basic function of advertising is to spread information

3. Advertising mainly has two types of commercial advertising and non-commercial advertising

(1) Commercial advertising refers to commercial advertising of a commercial nature that promotes goods or services for profit and has the function of disseminating commercial information

(2) Non-commercial advertising is a non-profit advertisement of a certain nature, including social advertising and public relations advertising with the main purpose of gaining public trust in social organizations, which has the function of disseminating non-commercial information

4. Advertising marketing function: stimulate consumption, guide consumption to increase the use and circulation of products, should be regarded as the essential function of advertising innately

Second, the role of advertising

1. MacroCommunication of production, supply and marketing, speed up circulation and promote economic development

2. For consumers, advertising guides, stimulates and meets consumer demand

(1) Advertising helps consumers to improve their awareness of goods and guide them on how to buy goods through the effective dissemination of product information

(2) Advertising can change people's consumption concept and consumption psychology, affect people's consumption structure and consumption behavior

(3) Advertising is an important staff member for consumers to make consumer decisions

3, for advertisers, advertising is an important means of corporate marketing, can promoteThe operation and development of the whole enterprise

 (1) to maintain and expand market share play a key role

 (2) Promote and support the promotion of corporate personnel

 (3) It has a certain effect on the marketing of the backlog of goods of enterprises

 (4) Help the establishment of corporate image

4, the role of advertising in cultural construction

 (1) Beautify the social environment and enrich cultural life

 (2) Spread noble ideas and cultivate people's correct way of life and good feelings

 (3) To disseminate policy information and assist the Government in its work

 (4) To promote the development of mass communication

Third, the two sides of the role of advertising

Advertising, as a social phenomenon that belongs to the upper floors, reflects the society as well as the whole society. Positive and healthy advertising has a good impact on society and promotes social progress, while negative vulgar advertising has a negative impact on society, which is not conducive to the formation of a good social atmosphere.

✨ Celebrity sayings add: Herbert Marcuse, in His book The One-Way Man, says that most of today's needs, such as rest, entertainment, advertising and consumption, love and hate for what others love and hate, fall into the category of false needs.

Section III The Impact of Modern Advertising on Society

First, the impact of advertising on product value

Increasing the value of the product is in the self-interest of consumers and advertisers

Second, the impact of advertising on price

Reduce product character

The impact of advertising on competition

Limiting competition between businesses

The impact of advertising on consumer demand

Stimulating market demand for certain types of products helps new products to gain a foothold in the market and slow the market decline

V. The impact of advertising on consumer choice

Expand consumer choice and provide information on the reasons for purchase

The impact of advertising on the mass media

The source of funds of mass media and the entry of advertisers have a negative impact on the field and nature of media information dissemination, that is, media corruption

 ➡️ this paragraph can be directly turned into a back, do not need to be clear to the right ... impact

Chapter 5 The basic principles of advertising

Key points and learning requirements of this chapter

This chapter summarizes the development of advertising theory and positioning theory, USP theory, integrated marketing communication principle, 4P and 4C relationship, cognitive theory, consumer behavior research and other basic principles on the operation of advertising law.

The first section is the development of advertising theology

First, advertising and source flow

Second, the research object of advertising

1, the history of advertising development    

2, advertisers and advertisers training      

3, advertising organization          

4, advertising plan

5, advertising strategy          

6, advertising media               

7, advertising regulations

Third, the basic principles of advertising

1, nature:Advertising is a comprehensive marginal discipline, a science with a science of science (meaning: the theory has strict logic, academically strong).

2, advertising marketing principles:

(1) The central problem is how to make advertising play the greatest role in the process of promoting goods, the core concern is "long-term sales objectives."

(2) Kendini: "Advertising is a marketing technique printed on paper", foreshadowing the 20th century "marketing" advertising era.

(3) Hopkins: "Advertising is a kind of marketing, its basic principle is the basic principle of marketing"

(4) Advertising is marketing: USP theory, brand image theory, positioning theory.

3, the principle of advertising communication

(1) Advertising is causing sales in the near or far future

(2) Integrated marketing communication emphasizes consistent image and voice, two-way dissemination of information and concern for society, focus on corporate culture and social responsibility.

(3) The connotation of integrated marketing communication is to the relationship between consumers and brands for the purpose of "one voice" as the internal support point, to the integration of various media as a means.

4. The connection between advertising and public relations

(1) Public relations must use the form of advertising to promote themselves and establish their own image in many times. Advertising is also constantly absorbing the idea of public relations to adjust, correct and improve the traditional advertising activities.

(2) Public relations and advertising in the dissemination of organizational information from different angles to the public about the organization of different information, but the purpose is to serve the overall objectives of the organization, so as to establish a complete image of the organization and product services.

(3) There is a trend of convergence between advertising and public relations.

Fourth, the research method of advertising

1, comparative reference method

2, specific observation and evaluation method

3, qualitative and quantitative combination method

4, the combination of theory and practical operation

5, the system dynamic research method

V. The subject task of advertising

1. It is our responsibility to explore and construct the advertising system under the socialist market economy of our country

2. Standardize the basic concepts and categories of advertising and define the inner logic of advertising theory

3. Summarize the theory of advertising from successful advertising cases and excellent advertising art

4. In theory, guide the practice of advertising and improve the level of advertising

Section II Advertising targeting theory (✨ the theory from here to master Oh! )

First, the connotation of positioning

1, the so-called advertising positioning is a psychological acceptance category of the concept, refers toA way for advertisers to position a business or brand in the minds of consumers through advertising campaigns.

2, the founderIrisAnd.Jay Coote

3, purpose: in advertising for enterprises and products to create, cultivate certain characteristics, establish a unique market image, so as to meet the target consumer's certain needs and preferences, in order to promote enterprise product sales services.

Second, the development of advertising positioning theory

1, USP stage - "unique sales proposition"

2, image advertising stage

Advertising thought to establish a brand image as the core, "image era architect" David Ogway.

3, advertising targeting stage

The core is to make the enterprise or brand in the minds of consumers to determine a position.

4, the system image advertising positioning

It has changed the local and subjective characteristics of product image and enterprise image positioning, changed the disorquisition, fragmentation and randomness of advertising positioning, and clarified advertising targeting from the perspective of integrity, essence and excellence.

Third, the significance of advertising targeting

1, the correct advertising positioning is the benchmark of advertising

2, the correct advertising positioning is conducive to further consolidate the product and corporate image positioning

2, accurate advertising positioning is the key to convince consumers

4, accurate advertising positioning is conducive to product identification

5, accurate advertising targeting is the basis of advertising performance and advertising evaluation

6, accurate advertising positioning will help enterprise management scientific

Fourth, the specific content of advertising targeting

(i) Entity positioning

The so-called physical positioning is from the efficacy of the product, quality, market, price and so on, highlighting the new value of the product in advertising, emphasizing the differences between the brand and similar products and can bring greater benefits to consumers

Can be distinguished as: market positioning product name positioning quality positioning price positioning efficacy positioning

(ii) Concept positioning

Specific application is as follows: change the concept of consumption positioning anti-category positioning reverse positioning against competitive position

Section III USP Theory and Integrated Marketing Communication

First, the USP theory 

1、Russell ReevesThe inheritance and development of the "scientific school" advertising theory

Focus on the characteristics of goods and consumer interests, emphasizing that in advertising should pay attention to the differences between goods, and choose the most acceptable characteristics of consumers as the theme of advertising

2, with the characteristics of three parts:

(1) must contain a specific commodity utility, that is, each advertisement should make a statement to the consumer, give the consumer a clear commitment of interest;

(2) must be unique and unique, is the same kind of competitive products do not have or have not been advertised rhetoric;

(3) Must be conducive to promoting sales, that is, the rhetoric must be strong enough to attract millions of people

(i) The essence of the USP theory:

Advertising to distinguish from competitors, to meet the actual interests of a wide range of consumers as the unique theme of advertising or unique appeal focus, and as a strategy to enhance the advertising to the audience's persuasion and appeal, so as to directly achieve the promotional purposes of advertising to merchandise.

(ii) The function of the USP theory

(1) Differentiation function

USP differentiates products and their advertising by providing unique attributes that differentiate them from competitors through the dissemination and communication of unique sales propositions

(2) Value function

The essence and foundation of USP's effectiveness lies in its ability to provide special, specific values that consumers need

(3) Promotional features

USP's differentiation and value function promote consumers' awareness and recognition of the unique specific benefits provided by advertising, promote the purchase of goods, and USP's adaptation to a wide range of consumers and influence the public's requirements, so that consumers' recognition and acceptance of the unique interests of products have the scale of promotional effectiveness

(4) The main function of USP theory is the guarantee of its advertising effectiveness and the guarantee of its basic function of guiding the success of advertising practice

Second, integrated marketing communication

1, the background of integrated marketing communication:

(1) Enterprise competition is becoming more and more intense, in order to catch up with and surpass the opponent, the expansion of the spread, the improvement of quality and the enhancement of density have become urgent problems for managers to solve. At this time, enterprise communication is characterized by the integration of elements to expand their relationship areas.

(2) The requirements for the communication and management of advertising-oriented enterprises are becoming more and more stringent, and it has become an urgent need to link the strategic connection of their decentralized corporate communication activities, which constitutes the basis of integrating the specific communication strategy of integration within the limits possible

2, integrated communication not only includes advertising and promotion, but also for the outside of enterprises, enterprise advertising, public relations, corporate publicity activities as the main content of the dissemination of foreign enterprises, as well as for enterprises within the organization to improve the morale of members of the organization, the sense of belonging for the purpose of internal enterprise communication.

It reflects the overall level of enterprise management, that is, the enterprise for the internal and external development of the form of communication of the whole, can also be calledIntegrated Marketing Communications (IMC).

3, integrated marketing communication concept

4, integrated marketing communication of the development stage

(1) The stage of conception: before the 1980s

 (1) 4P in marketing theory:Jerome McCarthy made a famous offer"4P" combination, that is, product product product, price price, channelplace, promotional promotion.

4P in the strategic plan: Kotler proposes to study the probing division of prioritization prioritization positioning.

(2) Positioning theory:Positioning theory not only provides new ideas and methods with greater creativity, but also becomes the strategic commanding point of the whole marketing campaign, which is the starting point and basis for determining many strategies.

(2) Generation stage: 1980s

(1) For the first time, Northwestern University's Medi College defines integrated marketing communication

(2) The most basic goal of integrated marketing communication in this period is to develop a unified structure to coordinate communication plans, so that the organization achieves "one image, one voice" effect

(3) Another feature of integration in this period is cross-functionality, with the underlying goal of achieving higher capabilities

(4) The theoretical research focuses on the description and definition of this theory, and put the integrated marketing communication in the perspective of enterprise marketing tactics to study, the starting point of research is still from the perspective of enterprises to consider

(3) Stage of development: 1990s

 (1) AGORA proposes the definition of marketing communication practices: Integrated marketing communication is a business strategy process that is used to plan, develop, optimize, execute, and evaluate measurable, coordinated, and persuasive brand communication programs that target consumers, customers, leads, and other internal and external targets.

(2) The main manifestations of development:

First, the theoretical circles began to study marketing and communication closely together, and 4C theory became the support point and core concept of integrated marketing communication

Second, will"Relationship stakeholders"This concept introduces the research system of marketing communication theory

(3) A mature integrated marketing communication theory should have the following characteristics:

First, it's more operational

Second, the ability to effectively monitor and evaluate performance

5, integrated marketing communication advertising strategy

(1) Advertising strategy is an important part of integrated marketing communication, but also the key to the success of integrated marketing communication

(2) Integrated marketing communication advertising strategy isConsisting of "one voice" ad content and uninterrupted ad serving

(3) Specify the advertising strategy of integrated marketing communication should pay attention to the following steps:

(1) To study the product carefully

(2) Target consumers

(3) Compare competitive brands

(4) Establish the personality of your own brand

(5) Identify the incentives for consumers to buy

(6) Strengthen persuasiveness

(7) Find a distinctive advertising slogan

(8) Integration of all forms of advertising

(9) To study the forms of consumer contact

(10) Evaluate the effectiveness of your ads

(4) The core of integrated marketing communication is:To enable consumers to have trust in the brand, and to maintain this trust, and consumers to establish a good relationship of trust, so that it long-term consumer hearts.

Section 4 4P combination and 4C combination

First, from the 4P theory to the 4C theory - the theoretical basis of integrated marketing communication

(i) 4P theory

1, Neil Boden "marketing portfolio" refers to market demand is more or less affected to some extent by the so-called "marketing variables" or "marketing elements."

2, McCarthy products product, price price price, access place, promotional promotion.

3, 4P theory has laid the basic theoretical framework for management marketing.

4. If the company produces the right product, set the right price, uses the appropriate distribution channels, and is complemented by the appropriate promotion, then the company will be successful again, so the core of the marketing campaign is to develop and implement an effective marketing mix.

(ii) 4C theory

1, from the enterprise operator's research to the consumer's attention, to achieve the "inside out" to "from the outside" of the historic transformation, is the traditional 4P theory abandoned.

2, Lauterpen:

(1) Consumer needs and desires (consumer want and need)

(2) The cost (cost) that consumers have to pay to meet their needs

(3) The convenience that the product can provide to the consumer (convenience)

(4) Communication between products and consumers

3, 4P theory of thinking based on enterprise-centric, 4C theory of thinking based on consumer-centric.

Second, 4P theory and 4C theory complement each other in practice

1, 4C theory is the development of 4P theory. It is centered on consumer demand. However, how to solve the enterprise's return and operational problems, active and passive relationship is still a 4C defect.

2, 4P theory and 4C theory is not who replaces whom, but the relationship between perfection and development.

3, at least for a period of time, 4P theory is still a basic framework of enterprise marketing activities, and 4C theory is a valuable theory and ideas, both theories have a certain degree of applicability and reference

4, 4P theory and 4C theory to build the supply side and demand side of the two bridgeheads, in the specific application of the two should be organic combination, mutual reference, and according to the enterprise's respective points flexible complementary applications, can play a unique role