moriarty8e_media_01__Introduction to Advertising

IntroductiontoAdvertising AdvertisingPrinciplesandPractices 1 2 PartOne Foundations Providesanintroductiontoadvertising itsrole keyplayers andhistoryDefinesadvertising sroleinmarketingincludingkeyplayersandnewdevelopmentsExaminesadvertising srelationshiptosocietyincludingregulationsandethicsinadvertising Insertnewbookcover QuestionsWe llAnswer Whatisadvertisingandwhatareitskeycomponents Whatareadvertising smainroles andwhatarethemostimportanttypesofadvertising Whoarethekeyplayersinadvertising Howhasadvertisingevolved andhowhavethesedevelopmentsaffectedcurrentadvertisingpractice 1 3 PrenticeHall 2009 Exhibit1 1hereStillsfromtruth commercial Whatwasthepurposeofthiscampaign Whatwasthemessage Whatmediadidthiscampaignuse VisittheSite 1 4 PrenticeHall 2009 1 5 DefiningModernAdvertising Acomplexformofcommunicationusingobjectivesandstrategiestoimpactconsumerthoughts feelings andactions Aformofmarketingcommunication allthetechniquesmarketersusetoreachtheircustomersanddelivertheirmessages WHATISADVERTISING 1 6 DefiningModernAdvertising TheEvolutionofAdvertisingIdentificationSimpleimagesfoundinancientBabylonia Egypt Greece andRomeidentifiedabusiness manufacturer orstore InformationGutenberg smovabletypemechanizedprintingleadingtomasscommunication PromotionTheIndustrialRevolutionledtosurplusgoods improvedtransportation andtheneedfornewmedia SalesAdvertisersbecameconcernedaboutmakingadsthatworkedanddefiningstandardsofeffectiveadvertising 1 7 DefiningModernAdvertising Principle Aneffectiveadvertisementisonethatcanbeproventomeetitsobjectives FiveBasicFactorsofAdvertisingPaidcommunicationSponsorisidentifiedTriestoinformorpersuadeReachesalargeaudienceMessageconveyedthroughmanydifferentkindsoflargelynonpersonalmassmedia 1 8 FourComponentsofAdvertising 1 9 FourComponentsofAdvertising 1 AdvertisingStrategyThestrategyisthelogicandplanningbehindtheadthatgivesitdirection Advertisersdevelopadstomeetobjectives Advertisersdirectadstoidentifiedaudiences Advertiserscreateamessagethatspeakstotheaudience sconcerns Advertisersrunadsinthemosteffectivemedia 1 10 FourComponentsofAdvertising 2 CreativeIdeaThecreativeconceptisthecentralideathatgrabstheconsumer sattentionandsticksinmemory Planningstrategyrequirescreativeproblemsolving Researchinvolvescreativity Buyingandplacingadsrequirescreativethinking 1 11 FourComponentsofAdvertising 3 CreativeExecutionEffectiveadsarewellexecutedreflectingthehighestproductionvaluesintheindustry Clientsdemandthebestproductionthebudgetallows 1 12 FourComponentsofAdvertising 4 MediaPlanning BuyingTelevision Internet magazines andothermediaareusedtoreachabroadaudience Decidinghowtodeliverthemessagerequirescreativity Principle Inadvertisinghowyousaysomethingandwhereyousayitisjustasimportantaswhatyousay 1 13 FourRolesofAdvertising 1 TheMarketingRoleMarketingissatisfyingcustomerwantsandneedsbyprovidingproducts goods services andideas Themarketingdepartmentisresponsibleforsellingtheproductusingthe4Ps product price place distribution andpromotion andbranddevelopment Principle Aproductcanbeservicesandideasaswellasgoods 1 14 FourRolesofAdvertising 2 TheCommunicationRoleAdvertisingisamessagetoaconsumeraboutaproduct designedtocreatearesponse Itisalsoaformofmarketingcommunication Advertisingusesmasscommunicationtotransmitproductinformationtoconnectbuyersandsellersinthemmarketplace Principle Oneofadvertising smostimportantstrengthsisitsabilitytoreachalargeaudience 1 15 StrengthsCanreachalargeaudienceIntroducesproductsandbrandsBuildsawarenessofproductsandbrandsCreatesbrandimagesProvidesinformationRemindsandreinforcesPersuades ExamplesAcommercialintheSuperBowlcanreachmorethan100millionconsumers The 1984 commercialfortheAppleMcIntoshsoldouttheentireinventoryinoneday ThesuccessofthelaunchoftheiPodwasdueinparttothegreatsilhouettepostersthatshowedpeopledancingtothemusicontheiriPods ThesuccessofthenewVWBeetlewaslargelybuiltonitsabilitytoconnectwiththeanti statusimageoftheoriginal lowly Beetle Thetruth campaigninformsteensthat Tobaccokills1 200peopleaday Procter Gamble sIvorySoaphasbeenadvertisedcontinuouslysincethelate1800s Nikecampaigns withthe Justdoit personalachievementmessage havehelpedincreasesalesby300percentduringthe1990s Table1 1TheStrengthsofAdvertising 1 16 FourRolesofAdvertising 3 TheEconomicRoleBecauseitreacheslargegroupsofpeople advertisingmakesmarketingmorecost efficientandlowerspricesforconsumers Advertisingcreatesademandforabrandusinghardsell persuading andsoftsell imagebuilding techniques 1 17 TheEconomicRole Advertisingisameanstoobjectivelyprovideprice valueinformation creatingamorerationaleconomy 1 18 FourRolesofAdvertising 4 TheSocietalRoleInformsconsumersaboutinnovationsandissuesHelpsuscompareproductsandfeaturesMirrorsfashionanddesigntrendsTeachesconsumersaboutnewproductsandhowtousethemHelpsshapeconsumerself imageFacilitatesself expressionthroughpurchasesPresentsimagesaboutdiversityinourworld 1 19 TypesofAdvertising BrandAdvertisingFocusedonlong termbrandidentityandimageRetailorLocalAdvertisingFocusedonsellingmerchandiseinageographicalareaDirectResponseAdvertisingTriestostimulateasaledirectlyBusiness to BusinessSentfromonebusinesstoanother Principle Alltypesofadvertisingdemandcreative originalmessagesthatarestrategicallysoundandwellexecuted 1 20 TypesofAdvertising InstitutionalAdvertisingFocusedonestablishingacorporateidentityorwinningthepublicovertotheorganization spointofviewNonprofitAdvertisingUsedbynonprofitslikecharities associations hospitals orchestras museums andchurchesforcustomer members volunteers anddonorsPublicServiceAdvertisingUsuallyproducedandrunforfreeonbehalfofagoodcause 1 21 TheKeyPlayers theAdvertiser WantstosendoutamessageaboutitsbusinessInitiateseffortbyidentifyingaproblemthatadvertisingcansolveSelectsthetargetaudience setsthebudget andapprovestheadplanHirestheagencyAgencyofrecord AOR doesthemostbusiness managesotheragencies 1 22 TopTenU S AdvertisingCategories 1 23 TopTenU S Advertisers 1 24 Agencieshavethestrategicandcreativeexpertise mediaknowledge talent andnegotiatingabilitiestooperatemoreefficientlythantheadvertiser Somelargeadvertisershavein housedepartments KeyPlayers Agency 1 25 MediaarechannelsofcommunicationthatcarrythemessagetotheaudienceThey revehicles butalsolargemediaconglomerateslikeTimeWarnerandViacom KeyPlayers Media Principle Massmediaadvertisingcanbecosteffectivebecausethecostsarespreadoverthelargenumberofpeopletheadreaches 1 26 Groupofserviceorganizationsthatassistadvertisers agencies andthemediaincreatingandplacingadsbyprovidingspecializedservicesArtists writers photographers directors producers printers freelancers andconsultants KeyPlayers Suppliers Insert 1 27 Peopletowhomanadisdirected theirresponsesdetermineifadvertisingiseffective Targetingistheprocessofidentifyingthepeopleinthedesiredaudience Interactivetechnologyallowsadstobecustomizedtothetargetaudience sindividualneeds KeyPlayers TargetAudiences Insert TheDevelopmentofAdvertising 1 28 PrenticeHall 2009 TheDevelopmentofAdvertising 1 29 PrenticeHall 2009 TheDevelopmentofAdvertising 1 30 PrenticeHall 2009 1 31 CurrentDevelopments TheNewAdvertisingElectronicmediaaremakingadvertisingmoreintimate interactive andpersonalized Advertisingmustevolvetokeepupwithtechnology Creativityinvolvesmorethanjustthead sbigidea butfindingnewwaystoengageconsumersbeyondtraditionalmassmedia 1 32 CurrentDevelopments InteractivityBuzzisgettingpeopletotalkabouttheevent ideaorbrand Peoplecontactcompaniesbyphone theInternet andthroughfriends Advertisingmustchangetoalsobecomemoreinteractive 1 33 CurrentDevelopments IntegratedMarketingCommunication IMC IMCmeansunifyingallmarketingcommunicationmessagesandtoolstosendaconsistent persuasivemessagepromotingthebrand sgoals StakeholdersarealsoimportantinIMC Synergymeansmessageshavemoreimpactworkingjointlythanontheirown 1 34 CurrentDevelopments GlobalizationTheeliminationoftradebarriersinthe1990sopenedhugeinternationalmarkets Agenciesareformingmultinationaloperationstotoaddressthesemarkets Shouldadvertiserspracticelocalorglobaladvertising 1 35 CurrentDevelopments Whatmakesanadeffective GetsattentionCreatesapositiveimpressionforabrandSeparatesthebrandfromthecompetitionInfluencespeopletorespondinthedesiredway Principle Anadthatworks thatiseffective isonewherethetargetaudiencerespondsastheadvertiserintended 1 36 CurrentDevelopments EffectivenessandAwardsShowsEFFIEawardsrecognizeeffectiveadvertising Othersareadvertisingandmarketingeffectiveness AME Canada sCassieAwards andLondon basedInstituteofPractitioner sAwards IPA Clios theOneShow andtheCannesLionsAwardsrecognizecreativity VisittheSite 1 37 TheTruthaboutthetruth Campaign Didthecampaignworkfortheclient Whatistheevidencethatitworked 1 38 DiscussionQuestions 1 39 DiscussionQuestion1 I lltellyouwhatgreatadvertisingmeans saidadvertisingmajorBillSlaterduringaheateddiscussion Greatadvertisingistheabilitytocapturetheimaginationofthepublic thestuffthatsticksinthememory likeAflacduck that swhatgreatis MarketingmajorPhilGrahamdisagrees Bill youmissedthepoint Advertisingisapromotionalweapon Greatnessinadvertisingmeanscommandingattentionandpersuadingpeopletobuysomething Nofrills nocuteness greatadvertisinghastosellthepublicandkeepthemsold Howdoyoudefineeffectiveadvertising 1 40 DiscussionQuestion2 Youbelongtoanorganizationthatwantstoadvertiseaspecialeventitissponsoring Youarereallyconcernedthatthegroupnotwasteitslimitedbudgetonadvertisingthatdoesn twork Outlineapresentationyouwouldmaketothegroup sboardofdirectorsthatexplainsadvertisingstrengthsandwhytheyareimportantforthisgroup Thenexplaintheconceptofadvertisingeffectiveness Inthissituation whatwouldbee