1.
ADVERTISING: KEY THEMES
JN2702 – David Beckham’s pants

2.
recap

Considered how to understand an audience:
demographics and segmentation

Psychographics can help you understand your
market’s values and interest areas

Old marketing structures put in place a range of
gatekeepers

Digital platforms offer a new way to engage with
people/audience/consumers/prosumers

Market research can be employed to help you get to
know your consumers

Marketers need to know the capacity of their
company

Ps and ABCDEs can offer a good structure to generate
a marketing plan

Marketing plans need to be considered over a short,
medium and long term strategy

Constant vigilance is required within competitive and
changing marketplaces

3.
Today and next week’s plan
 Look at advertising
 Look at online advertising
 Look at how online advertising generates cash
 Look at viral advertising
 Look at viral sustainability and new
opportunities
 Look at David Beckham’s underpants

4.
Key reading

Powell et al: Celebrity can be a useful tool when
positioning a product or service

Powel et al: A range of research methodologies can be
used to establish what your consumers and audience
want, require and are content with

Powell et al: Advertisers work within specific markets
and segmentations. Ultimately, they see
fragmentation

Powell et al: highlight the concept of ‘glocal’ and some
of the issues arising from it, in terms of geographic
recognition

Powell et al, Zyman and Tapscott: Social networks
should be seen as places for conversations, and herald
the concept of user-engagement

Powell et al, Zyman and Tapscott: The web allows us to
choose who, what and how we interact with

5.
Remember: Media as dual
product (Picard, 2010)


Advertising
Subscription/purchase
Organisations may need to keep
both ‘customers’ and advertisers’
happy
Or figure out how a new media
product will pay for itself down
the line without relying on
advertising or subscription
revenue.
Either way, eyeballs are key

6.
The Advertising Conundrum
“Half the money I spend
on advertising is
wasted, the trouble is I
don’t know which
half.”
John Wannamaker

7.
Marketing Ps: Positioning

Positioning is open to a number of interpretations

Generally, positioning can be understood to
create an impression of a product within the mind
of a target audience, and within the market as a
whole

Advertisements can assist in positioning a brand
in the minds of consumers, or re-align a brand
that marketers feel is not occupying the correct
market ground
Don’t worry, the next two slides feature David Beckham

8.
Celebrity

9.
Brainstorm: Why David’s underpants?

10.
Things to consider when
‚brainstorming David
Beckham’s underpants‛
 Market demographics
 Market segmentation
 Brand identity
 Aspirationalqualities

11.
Brainstorm: How could media organisations use
‘celebrity endorsements’?

12.
But, it’s all about ‘conversion’
Isn’t it?

Advertising can play a key
role in the ultimate aim of
most marketing activity:
selling stuff

How can media
organisations monitor the
success of advertising?




Establish ROI
Sales data can set a
benchmark
Monitor impact/progress
from that benchmark
Beyond sales: Are there any
alternative ‘value metrics’
that advertising can offer?

13.
Advertising: cultural
resonance
Cadbury Schweppes reported 5%
revenue growth in 2007

14.
Charity: awareness

15.
Added value: social capital
Music sales: Just over 100,000 copies sold to date.
iTunes charts: 28 countries. Peaking at No. 3 in Hong Kong.
Free downloads: 250,000
Pirate downloads: Plenty
Youtubeviews: 59.9 Million
Social shares: 3.94 Million
Game: 15.1 Million players
Current daily players: 1 million
App Store ranks: No. 1 free app
in 18 countries
Earned Media: $60 million in six weeks.
REDUCED ACCIDENTS BY
21%

16.
Multimedia Dumb Ways to Die

17.
Next week: More digital ads, more
social
 Investigate how a news website can make money
from advertising (including ad rates, if possible)
 Investigate how social media platforms are turning
advertising into revenue
 Investigate ways news sites are making money
without using advertising
 Check out our web 2.0 learning resources (P.S. they
don’t exist yet)