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A presentation I gave on May 20, 2008 to 2 8th and 9th grade classes at Lake Junior High School in Woodbury, MN

A presentation I gave on May 20, 2008 to 2 8th and 9th grade classes at Lake Junior High School in Woodbury, MN

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    Advertising Advertising Presentation Transcript

    • Advertising
      • Traditional vs Online
      • The Changing Advertising Industry
      • Your Possible Future in Advertising
    • About Me
      • Jennifer Lind
      Graduate of Iowa State University Interactive Account Executive at TMP Directional Marketing
    • What is your view of Advertising?
    • Did your view include this?
    • The Purpose of Advertising
      • Tell potential customer about your products or services
      • Show potential customers how to use your product
      • Increase use of your product or service
      • Reinforce brand image and brand loyalty
      • From Wikipedia: http://en.wikipedia.org/wiki/Advertising
    • Types of Advertising
      • Press Releases
      • Brochures, flyers
      • Door-to-door
      • Display ads (editorial sections of newspapers)
      • Directories (Yellow pages)
      • Word of mouth
      • Direct mail
      • Poster sites (ad on any surface like buses, floors, napkins)
      • Radio, TV
      • Guide books, handbooks
      • Websites
      • Email
      • Web press releases
      • Interactive advertising
      • Blogs
      • Pay per click/call
      • Online directories
      • Pop-ups
      • Banner ads
      • Social media sites
      • Mobile
      Traditional Online
    • Traditional Advertising Methods
      • Advertise to your existing database of customers to increase loyalty and draw repeat business
      • Gain new customers by sending advertising through industry publications
      • Create brand and product awareness by advertising to the masses
    • Unique Traditional Advertising Examples
    • Unique Traditional Advertising Examples
    • Unique Traditional Advertising Examples
    • Traditional Advertising
      • Target people in their every day life activities
      • Influence emotional and spontaneous decisions
      • Can be used to compliment internet advertising
      • Limited time or space to get point across
      • Expensive
      • Does not allow for a conversation with the customer
      • Difficult to track results
      Benefits Challenges
    • The Emergence of Online Advertising – Driving Factors of Change
      • Choice – More inventory
      • than just room
      • on a shelf
      • Portable technology
      • User-generated
      • content
    • New Challenge for Advertisers – How to Connect with Consumers
    • Interactive Advertising
      • Advertising that creates a dialogue with the customer
      • Social media – responding to a customer’s reaction
      • Utilizing technology to reach customers wherever they are
    • User-Generated Content
      • Publicly available content created by consumers that criticizes or praises the company, in the form of:
        • Reviews
        • Blogs
        • Mobile phone photography
        • Digital Video
    • Interactive Advertising Analytics
      • Ability to track every move the customer makes, including
        • Clicks – how many people clicked on the ad
        • Impressions – how many people saw the ad
        • Leads – how many people purchased the product/service after clicking on the ad
        • Marketers can view your location, how many pages you visited, how long you stayed on their site, and the method used to reach your site, plus more!
    • Statistics Example from Online Marketing Campaign
    • Case Study: Spherion
    • Continuing Change in Interactive Advertising
      • Mobile channels expanding
      • Local companies beginning to do more online advertising and becoming more knowledgeable of the online space
      • Businesses will need to accept social media and learn to talk WITH the customer rather than AT the customer
      • Technology will continue to be developed
    • Careers in Advertising
      • Account Executive
      • Account Coordinator
      • Media Services
      • Research
      • Creative
      • Fast paced
      • Challenging
      • Variety
      • Competitive
      • Ever-changing
      Positions Adjectives
    • How to Prepare for a Career in Advertising
      • College – Wide variety of degrees applicable. Marketing, Advertising, Communications.
      • Research on your own
      • Network with people in the industry
      • Get involved with organizations
    • Thank you!
      • Q&A