Advertising Revision Sheet

1. 📌 Essentials (Key Facts)

• Advertising persuades target audiences to influence purchase decisions.
• Core objectives: inform, persuade, remind, build brand image.
• The USP (Unique Selling Proposition) differentiates brands.
• Strategy is long-term; tactics are short-term actions.
• B2B advertising focuses on trust and rational decisions.
• B2C advertising targets emotions and brand personality.
• Campaign types include traditional, digital, native, influencer, guerrilla.
• Major advertising figures: Reeves (sell), Ogilvy (content), Bernbach (emotion).
• Advertising effects: humorous, emotional, informative, provocative, inspirational.
• Media: TV, social media, influencer collaborations, native ads.

2. 🧩 Key Structures & Components

• Objectives — goals like informing, persuading, creating loyalty.
• Target Audience — demographic, cultural, motivational factors.
• Media/Channels — TV, internet, social media, outdoor.
• Campaign Types — launch, reposition, product/service ads.
• USP (Unique Selling Proposition) — the key, differentiating promise.
• Brand Tone — personality conveyed through humor, emotion, credibility.
• Advertising Figures — Reeves, Ogilvy, Bernbach — principles guiding campaigns.

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