Advertising: Delivering a Message


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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

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