Advertising Fundamentals and Marketing Models

Drivers of the Modern Advertising Industry

• Generalization of consumption and globalization
• Development and new main roles of the media
• The interest of advertising from all kinds of clients
• Development of advertising techniques
• New technologies applied to ICTs (Information and Communication Technologies)
• Investment is higher, moving from R&D to R&D&I (Research, Development, and Innovation)
• It is a mature profession

Advertising Insights: Needs, Desires, and Supply

Advertising Insight involves the relationship between Needs, Desire, and Supply. It is everyday and touches the consumer closely, forming part of their life. It addresses an issue, often unclear, that affects the consumer, for whom the product offers a solution. This represents an advanced model of the classic problem-solution framework.

Maslow’s Hierarchy of Needs

• Self-Actualization: Morality, creativity
• Esteem: Confidence, achievement, respect
• Love/Belonging: Friendship, family, sexual intimacy
• Safety and Security
• Physiological Needs: Air, water, sleep

The AIDA Model: Sales Process and Impact

AIDA represents the four steps in the sales process and advertising impact: Attention, Interest, Desire, and Action. It is a simple way of explaining how customers move from becoming aware of a product or service to taking action and buying. The model was created in 1925 by E.K. Strong to describe the effect marketing has on people. AIDA describes people moving down the stages in a linear fashion until the desired effect has been reached by the marketer. The focuses it suggests explain marketing.

Defining Advertising within Marketing

Advertising is one of the ways that a business communicates to the market and supports its marketing objectives. Advertising is, therefore, communication at the service of marketing.

Relational Marketing and Core Features

Relational Marketing: What is good for you is also good for me and the environment.

Main Features of Advertising

• Informs about a product, service, idea, or organization
• Has a persuasive aim: works on the ideas of supply and demand
• It is a planned economic activity
• It is a social phenomenon: it changes the attitudes of individuals and groups

Categorizing Advertising Typologies

1. By the object: Consumer and industrial goods, intangibles
2. By the advertiser: Enterprises, organizations, and government
3. By the objective: Launch, maintenance, or distribution support
4. By the scope: Local, regional, national, or international
5. By the media used: TV, radio, press, etc.
6. By the pressure: Intensive, extensive, mixed, and pull & push strategies