Types of Advertising & Execution Styles - MAR 3023 Topic Talk Presentation


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Types of Advertising & Execution Styles - MAR 3023 Topic Talk Presentation

  1. 1. Types of Advertising AND Execution StylesBy: Brandon Schuster
  2. 2. Advertising vs. MarketingAn advertising campaign is the media that you use during a certaintime frame to promote a product, service, or an event.A marketing plan presents the overall picture for how thecompany will promote, distribute, and price its products orservices.
  3. 3. How an Advertising Agency WorksThe Five Main Departments•Account Planning & Management •the strategic guide to the creation of an advertising campaign and link between the ad agency, its clients, and the consumer•Creative •responsible for the creation and execution of the advertisements•Media Planning & Placement •develop a media plan to reach the target audience effectively in a cost effective manner•Strategic Planning & Research •interpret market environment, determine consumer needs and perceptions, and advise how ads can meet strategic goals in order to produce and place the most effective advertising campaign in the most effective media•Digital/Social •using the interactive space to track trends in technology and consumer behavior to identify opportunities for clients through social media and digital product innovation
  4. 4. Major Types of Advertisingp. 267-268 (MKTG 5)•Institutional •goal of the promotion plan is to build up the image of the company or the industry•Product •goal of the promotion plan is to enhance the sales of a specific good or service
  5. 5. Institutional Advertising•Promotes a company image, rather than a specific brand. Itattempts to create goodwill and the desired perception of anentire company, rather than one brand or product.•Seeks to establish, change, or maintain the corporations identity.•Usually the audience isn’t asked to do anything except maintain afavorable attitude toward the institution.•http://www.youtube.com/watch?v=nnsSUqgkDwU
  6. 6. Advocacy AdvertisingType of Institutional Advertising•Typically used against negative consumer and media attitudesand to enhance the company’s credibility among consumers whoalready favor its position.•http://www.youtube.com/watch?v=onGNrCc7RQA
  7. 7. Product Advertising•Trying to promote and sell a specific good or service.•http://www.youtube.com/watch?v=5ba0tZ_P5cg
  8. 8. Types of Product AdvertisingPioneering Competitive Compare two or more brands on one or more specific attributes.Intended to stimulate primary Normally used during the growth phase of thedemand for a new product or product life cycle. Doesn’tproduct category in order to try to build demand, butcreate interest with consumers. instead tries to influenceHeavily used during demand by subtly drawing Comparative distinctions amongst otherintroductory stage of the brands throughproduct life cycle. quality, performance, and image.
  9. 9. Execution Styles for Advertisingp. 270 (MKTG 5)•Slice-of-Life•Lifestyle•Spokesperson/Testimonial•Fantasy•Humorous•Real/Animated Product•Symbols•Mood or Image•Demonstration•Musical•Scientific
  10. 10. Slice-of-Life•Depicts people in normal settings, such as at the dinner table orin their car. “Come As You Are” (2010)
  11. 11. Lifestyle•Shows how well the product will fit in with the consumer’slifestyle.“Synchronicity” (1999)
  12. 12. Spokesperson/Testimonial•Features a celebrity, company official, or typical consumermaking a testimonial or endorsing a product. (2006) (2007) (2006) (2007) “My Life. My Card.”
  13. 13. Fantasy•Creates a fantasy for the viewer built around use of the product.“The Big Race” (2006)
  14. 14. Humorous•Advertisers often use humor in their ads. “Youre Not You When Youre Hungry” (2010-2011)
  15. 15. Real/Animated Product•Creates a character that represents the product inadvertisements. “Space Station” (2010)
  16. 16. Symbols•Representations of a brand that become cult classics. “Caveman” (2004)
  17. 17. Mood or Image•Builds a mood or image around the product, such aspeace, love, or beauty. “Solitaire” (1999)
  18. 18. Demonstration•Shows consumers the expected benefit. “Stylus Tough Life Proof” (2010)
  19. 19. Musical•Conveys the message of the advertisement through song. My bologna has a first name, its O-S-C-A-R
My bologna has a second name, its M-A-Y-E-R
Oh, I love to eat it everyday,
And if you ask me why Ill say. . .
Cuz Oscar Mayer has a way. . .
With B-O-L-O-G-N-A.“My Bologna Has a FirstName” (1973)
  20. 20.  Scientific •Uses research or scientific evidence to give a brand superiority over competitors.“Feel Better”(2008)
  21. 21. Sources•http://www.businessweek.com/smallbiz/content/oct2003/sb2003109_3183_sb006.htm•http://drypen.in/advertising/agency-structure-of-advertising-agency.html•http://www.rga.com/about/offerings/social•http://wiki.answers.com/Q/How_does_product_advertising_differ_from_institutional_advertising•“Advertising Agencies: Functions, Structure, and Organization”PowerPoint by Professor Deb Smith (University of South Florida)•MKTG 5 Student Edition by Lamb/Hair/McDaniel (p. 267-270)
  22. 22. Summary•The Difference Between Advertising and Marketing•How an Advertising Agency Works •Five Departments•Institutional vs. Product Advertising •Advocacy Advertising (Institutional) •Pioneering Advertising (Product) •Competitive Advertising (Product) •Comparative Advertising (Product)•11 Execution Styles for Advertising
  23. 23. Questions?