Advertising: Delivering a Message
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Advertising: Delivering a Message



These slides accompany a Mass Media class at Montana Tech

These slides accompany a Mass Media class at Montana Tech



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  • Advertising makes possible a vast array f inexpensive media available worldwide. Advertising drives the size and diversity of the world’s economy. Advertising has been a key element of the American economy and culture of consumption and acquisition for more than 100 years and has existed before the USA was a nation.
  • Major societal changes had to occur before

Advertising: Delivering a Message Presentation Transcript

  • 1.
    • Brought to you by
    • Ford Mustang Convertible (J. Walter Thompson, 2005)
    Coming up next … A Lecture on Advertising
  • 2. Advertising: Selling a Message Resource Textbook: Ralph E. Hanson, Mass Communication: Living in a Media World Comic: Duty Calls,
  • 3.
    • Cannes Lion Award Winner
    • “ Dinner ” Visionlab (Publicis Comunicacion Espana , 2009)
    Brought to you by
  • 4. This prime-time all new lecture
    • Growth of Consumer Advertising
    • Importance of Brands
    • Advertising Supported Media
    • Types of Advertising
    • The Players: Clients, Agencies, Media
    • Integrated Marketing Communication
  • 5. What is Advertising?
    • “ Any form of non-personal communication about an organization, product, service, or idea by an identified sponsor.”
    • - American Marketing Association
  • 6. What is Advertising?
    • “ Properly employed, it is the secret of capturing the imagination of great masses and ‘winning the battle for the uncommitted mind.”
    • - Leo Burnett
  • 7. What is Advertising?
    • “ The most visible aspect of advertising is THE BIG IDEA, a concept that will grab people’s attention make them take notice, make them remember, make them take action.”
    • - David Ogilvy
  • 8.
    • David Ogilvy
  • 9. Birth of Consumer Culture
    • Industrialization: Going from work done by hand in small shops to mass production of goods in factories.
    • Modernization: Changing from a society in which people ’s identities are fixed at birth to a society where people can choose who they want to be and how they want to present themselves to the world.
    • Economy of abundance: Where there are as many or more goods available as people are able to buy.
  • 10. Birth of Consumer Culture
    • Brand names: A word or phrase attached to prepackaged consumers goods so they can be better promoted and identified .
    • Early brands include Quaker Oats, Pears ’ Soap.
  • 11. Birth of Consumer Culture
    • Pear’s Soap Slogans
    • You Dirty Boy!
    • How do you spell soap? PEARS of course.
    • Good Morning, Have you used Pears Soap?
  • 12. Advertising Supported Media
    • 1830s: Penny press newspapers
    • Mid-1800s: Consumer magazines
    • Radio and television conceived as advertising media
  • 13.
    • Cannes Lion Award Winner
    • The New Kaiser (1954)
    Brought to you by
  • 14. Consumer Advertising
    • Direct action message: Designed to get consumers to go to a particular place or engage in a specific action, such as purchasing a product.
    • Indirect action message: Designed to build the image of and demand for a product without calling for a specific action.
  • 15.
    • Cannes Lion Award Winners
    • 1. Abu Dhabi , Be Still ( TBWARAAD , 2010)
    Brought to you by
  • 16. Other Forms of Advertising
    • Advocacy advertising: Designed to promote a particular point of view rather than a product or service. Can be sponsored by a government, corporation, trade association, or non-profit association.
    • Public service advertising: Designed to promote the messages of non-profit institutions and government agencies.
  • 17.
    • Advocacy Ad
    • House of Cards (Leo Burnett, 2008)
    Brought to you by
  • 18. The Advertising Business
    • Client: The company with something to sell
    • Agency: Advertising professionals
    • Media: Where the ads appear
    • Audience: Message recipients
  • 19. The Client
  • 20. The Agency
    • Research and planning: How do you meet the clients ’ objectives? Do the ads accomplish what the client wants?
    • Creative activity: Creating the ad itself. Often a tension between creativity and salesmanship.
    • Media planning: Deciding which media provide the most cost- effective way to reach the target audience.
  • 21. The Media
    • Newspapers
    • Magazines
    • Outdoor advertising
    • Radio
    • Television
    • Internet
  • 22. The Audience
    • Targeting Trying to make a product or service appeal to a narrowly defined group.
    • Targeting is done with demographics, geographics, and psychographics.
  • 23.
    • Audience Favourite
    • Big Rock Beer (Marc Morgenstern, 2010)
    Brought to you by
  • 24. Psychographics and VALS
    • Not just who the audience is, but what motivates them
    • Psychographics look at people ’s lifestyles, relationship to the product, and personality traits.
  • 25. Super Bowl Ads -- Apple ’s 1984
    • Introduced Macintosh computer
    • Indirect action, national ad
    • One of the most memorable commercials ever
    • Established idea of the event commercial
    • Early example of integrated marketing communication
  • 26.
    • Event Commercial
    • Apple Macintosh 1984 (Chiat/Day, 1994)
    Brought to you by
  • 27. Integrated Marketing Communication
    • An overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media.
  • 28. Case Study, Denny ’s IMC
    • Reintroduce brand to light and lapsed customers
    • Super Bowl and newspaper ads
    • Free Grand Slam promo
    • Press kit / media attention
    • Web site
    • Evaluation
  • 29. Future of Advertising
    • Loss of television audience to DVR
    • Mobile phone advertising (mobisodes)
    • Product placement / integration
    • Google AdWords and AdSense
  • 30.
    • Joko Gold (South Africa)
    Thank you for watching