4.2.1 Introduction to advertising

• Inattention towards advertising
• Resistance to persuasion (persuasion

knowledge model)
• Miscomprehension of the

advertisement message
• Imitation of effective techniques

• Lack of field tests and tracking
• Conflict of interest with the advertising

agency
• Competitive pressure
• Wrong incentives and budgeting system • Insufficient trade & price support

Object that is promoted (e.g., Persil, Snickers)

Person the ad is aimed at (member of target group)

Core message that is to be communicated (e.g., Nike: “Just do it“)

Design and implementation of the core message in terms of words, visuals, etc. (e.g., print ad, TV-Spot, poster, advertising letter, brochure, sample)

Company that uses advertising (e.g., Henkel, Metro)

Medium to deliver the advertisement (e.g., print, film, radio, TV, billboard, Website, Social Media)

Contact of a potential customer with advertisement

Contact of a potential customer with advertising medium (e.g., newspaper including the advertisement)

Number of people with at least one contact

Ad price to be paid to achieve 1,000 contacts

The advertising strategy defines which medium- and long-term goals are to be achieved by emphasizing a certain mix of advertising media and instruments

Who says what and how to whom?

• Awareness
• Information
• Image-building
• Distinguish from competition

• Address new target groups
• Contact initiation