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Rowan Intro to Advertising BIG Lecture No. 1

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Introduction to Advertising at Rowan (N.J.) University. Covers history,

Introduction to Advertising at Rowan (N.J.) University. Covers history,

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  • 1.  
  • 2. Demographics
    • Vital statistics about human population
      • Age
      • Gender
      • Income
      • Education
      • Race
      • Etc.
  • 3. Psychographics
    • Psychological characteristics – many times determined by standardized tests.
    • Used for audience segmentation and fragmentation. Attributes relating to:
      • Personality
      • Values
      • Attitudes
      • Interests
      • Lifestyles
  • 4. Geodemographics
    • A contraction of geography and demographics. A method of combining geographic and demographic variables of individuals who live in the same geographic area or region.
  • 5. Lecture One – Fall 2010
    • Introduction to Advertising
    • M. Larry Litwin, APR, Fellow PRSA
    • © 2010
  • 6. Or…
    • A basic understanding of the
    • Advertising Profession
  • 7. Portions t aken from…
  • 8. Portions t aken from…
  • 9.  
  • 10. Ogilvy’s Advertising Tenets
    • Here are some advertising tenets that David Ogilvy offers:
      • “ Never write an advertisement you wouldn’t want your own family to read.”
      • “ The most important decision is how to position your product.”
      • If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.”
      • “ Big ideas are usually simple ideas.”
      • “ Every word in the copy must count.”
  • 11.  
  • 12. You Talk – We Listen
    • Hearing vs. Listening
    • There is a reason why we have two ears and one mouth – we must listen twice as
    • much as we speak.
  • 13. Clutter
  • 14. Cutting through the clutter
    • Using…
  • 15. Locking Power
    • Signature
    • Superimposition
    • Superstitial
    • Interstitial
    • Jingle
    • Slogan
    • Key Visual
    • Logo
  • 16. Locking Power – Nike ®
  • 17. Strategic Message
    • Commercial Persuasion
    • Or
    • Public Relations
    • “ The establishing of reciprocal understanding between an individual and a group.”
    • Edward Bernays
  • 18. Locking Power
  • 19. Locking Power - Strategy
  • 20.  
  • 21.  
  • 22. Locking Power – Coke World
    • http://www.youtube.com/watch?v=dfU17niXOG8
  • 23.  
  • 24. MAC Triad Plus cont.
    • Informization
      • Disseminating information ( message ) to target audience through the proper channel at the best possible time .
  • 25. 7 C’s of Communication
    • Credibility
    • Context
    • Content
    • Clarity
    • Continuity and Consistency
    • Channels
    • Capability
  • 26. Public Relations…
    • (Not paid – Uncontrolled)
  • 27. Advertising 101
    • Paid
    • (Non) personal communication
    • From identified sponsor
    • Using (mass) media
    • To persuade or influence
    • Audience
    • (Paid – Controlled)
  • 28. Marketing 101
    • Determine what people need (and want) and give it to them.
  • 29. Marketing
    • The exchange of goods and services from manufacturer to consumer.
    • Strategies that employ the various elements of the marketing mix to achieve marketing objectives.
  • 30. Marketing Mix
    • A plan that identifies the most effective combination of promotional activities (IMC).
    • The goal is to achieve synergy.
  • 31. Advertising is Synergy
  • 32. Synergy
    • The whole is greater than
    • the sum of its parts
    • or
    • The whole works better than
    • any one of its parts.
    • [ To achieve our goal, we should
    • achieve synergy. ]
  • 33. Defining Modern Advertising
  • 34. Six Basic Components
    • Paid
    • (Non)-personal communication
    • Sponsor is identified
    • Using (mass) media
    • Tries to persuade or influence
    • Reaches large audience
  • 35. More Locking Devices
    • Manilow
    • http:// www.youtube.com/watch?v =TW1VuvGjnSo
    • Longer
    • http://www.youtube.com/watch?v=JUQD2KIhSR0&feature=related
    • Includes Print
    • http://www.youtube.com/watch?v=t_ibxFa2l4k&feature=related
  • 36. Federal Trade Commission
  • 37. Reaching the Desired Outcome
    • Attitude
    • Opinion
    • Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome
  • 38. More Locking Power – Oscar
    • http://www.youtube.com/watch?v=ctNAs1K7nbo&feature=related
  • 39. Advertising is Synergy
  • 40. Demographics
    • Vital statistics about human population
      • Age
      • Gender
      • Income
      • Education
      • Race
      • Etc.
  • 41. Psychographics
    • Psychological characteristics – many times determined by standardized tests.
    • Used for audience segmentation and fragmentation. Attributes relating to:
      • Personality
      • Values
      • Attitudes
      • Interests
      • Lifestyles
  • 42. Geodemographics
    • A contraction of geography and demographics. A method of combining geographic and demographic variables of individuals who live in the same geographic area or region.
  • 43. Litwin’s 9 P’s of Marketing = Synergy
    • Product
    • Place (Positioning)
    • Price
    • Promotion (Sales)
    • Public Relations
    • Personal selling
    • Policy
    • Politics
    • Packaging
  • 44. Key Concepts of Marketing
  • 45. Features and Benefits
    • Features
    • Important characteristics of a product or service.
    • Stress features to active audiences.
    • Benefits
    • The quality of product or service that supplies satisfaction or need fulfillment to the consumer or audience member.
    • Stress benefits to
    • passive audiences.
  • 46. Strategy
    • Advertisers direct ads to identified audiences
    • Advertisers create messages that speak to the audience’s concerns
    • Advertisers run ads in the most effective media to reach the audience
    • The logic and planning behind the ad that give it direction and focus
    • Advertisers develop ads to meet objectives
  • 47.
    • Superior tactics cannot overcome a flawed (business) strategy .
  • 48. 11 Types of Advertising
    • Brand
    • Retail or Local
    • Directory
    • Direct-Response
    • Business-to-Business
    • Corporate
    • Institutional (Product)
    • Recruitment
    • Political
    • Issue (Advocacy)
    • Public Service (Charity/Non-profit)
  • 49. 26 Advertising Mechanisms or Techniques
    • Co-op
    • Per Inquiry
    • Tie-in
    • Piggyback
    • Competitor
    • Product Placement
    • Product Integration
    • Silent Publicity
    • Advertorial
    • Infomercial
  • 50. 26 Advertising Mechanisms or Techniques (more)
    • Endorsement
    • Testimonial
    • Informational
    • Partnering (Partnership/Affinity/Sponsorship Marketing)
    • Cause-Related Marketing (Positive Association/
    • Sponsorship Marketing)
    • Co-authoring
    • Co-branding
  • 51. 26 Advertising Mechanisms or Techniques (more)
    • Interactive
    • Scent/Aroma Marketing
    • Virtual
    • Specialty
    • Street Marketing
    • Viral Marketing (Word of Mouth – WOMM)
    • E-viral Marketing (Word of Mouse – E-WOMM)
    • Promotainment
    • House (Promo)
  • 52. What Makes an Ad Effective?
    • Gets your attention
    • Delivers the message
    • Creates an impression for a product or brand
    • Influences people to respond
    • Separates the product or brand from the competition
  • 53. Characteristics of Great Ads
    • Good or Great Ads Work on Two Levels
    Achieve the Sponsor’s Objectives Satisfy the Customer’s Objectives by Engaging Them & Delivering a Relevant Message
  • 54. Ogilvy’s Advertising Tenets
    • Here are some advertising tenets that David Ogilvy offers:
      • “ Never write an advertisement you wouldn’t want your own family to read.”
      • “ The most important decision is how to position your product.”
      • If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.”
      • “ Big ideas are usually simple ideas.”
      • “ Every word in the copy must count.”
  • 55. Locking Power – Big Mac
    • http://www.youtube.com/watch?v=en4muUSIRT4&NR=1
  • 56. Questions ???
    • M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com
    • © 2010

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