1. JN2702
CONTINUED: ADVERTISING

2. Housekeeping
 Assignment 1 TurnItIn
form is now active on
Blackboard
 Some ‘study notes’ are
now available from
Google docs (via
Blackboard learning
materials)
 I’m considering leaving
March 27th session as
‘open’: what are your
thoughts

3. Plan

Run through key questions from last
week

Think more about advertising and
media output as ‘products’

Lecture: Advertising Pt 2

Online advertising Pt 1

Think more about your ideal reader

Map Media consumption strategies
against your modeled reader

4. Recap: Last week we thought about:

Web 2.0

The Advertising conundrum: “Half the money I
spend on advertising is wasted, the trouble is I don’t
know which half.” John Wannamaker

Considered the ‘dual’ nature of revenue streams:
consumers and advertisers

Advertising rational

Celebrity endorsements (and what form that
might take within the media

Culturally relevant ads

Global and local relevance: the challenges of
‘glocal’

5. Last week’s questions
 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

6. Remember these:
Cadbury Schweppes
reported 5% revenue
growth in 2007
REDUCED ACCIDENTS BY 21%

7. Re-positioning
How advertising can help: overcoming
the Jeremy Clarkson affect
Sales increased by 21 times in 4 months

8. Affordances of paper

9. Time out
 Look through the magazines and newspapers :
 Choose what you feel to be a selection of good and bad
adverts/marketing (for both companies, and the publishers). During
this process you may want to:
 Judge how effective they are based on market segmentation (you need
to identify the market segments/demographics they’re targeting.)
Remember that we’ve done this before
 Describe some of the ‘psychographics’ you can identify as part of this
process
 Articulate why paper/magazines are relevant for each advertiser
 Are there any conflicts between the ads and the editorial content?

10. … and now the Newspapers…
 Rate the newspapers and magazines as
‘products’… Positives, negatives,
experience, and
demographics/psychographics

11. Mapping Ps: analysis
 4 Ps
 Product
 Pricing
 7 Ps
 Placement
 Product
 Promotion
 Prices
 Place
 Packaging
 Positioning
 People

12. Without slogans, we’d be lost for words

13. Slogan and recognition
game!!
Finger lickin’ good
Because you’re worth it
Hello Moto
Just do it
Once you pop, you can’t stop
Intel, inside
ExSolo ad solem (and others)
I’m lovin’ it
KFC
L’Oreal
Motorola
Nike
Pringles
Intel
UCLan
McDonalds

14. Anti-matter/matter advertising

15. Combative advertising: BMW
and Audi’s battle of the
billboard

16. Humour

17. (Re)considering value
 Let’s ignore Zyman’s focus on profit and
loss, what other ‘value metrics’ could media
organisations look to measure?

18. Remember this diagram? It might be useful

19. Beyond (print) adverting
Duedill and the Guardian
"We were surprised that the Guardian would
let us do it," explains DueDil's chief executive,
Damian Kimmelman.
"We got the £50,000 [of advertising space,
the prize in the competition] and we were
like: 'Oh crap, how are we going to spend this
money?' We debated, and decided on Friday
we were going to do something funny. We
don't really need the advertising anymore,
we get enough traffic as it is."
"I personally thought that doge was
hilarious.”
Damian Kimmelman, DueDil chief executive

20. Eeek – Theory Time!
Tapscott: Digital futures:
Society and Business

The Net Generation (otherwise known
as digital natives) are increasingly
affecting online behaviours

The concept of the ‘prosumer’, the wikiworkplace and peer production/mass
collaboration
Howdoes this affect your advertising opportunities?

21. Online: Beyond physical advertising

22. Online Advertising

Search, Classifieds and Display
advertising all showed healthy
like for like growth in H1 2013

Advertisers spent £1 billion on
“Online Performance Marketing”
in 2013; up 15% on 2012.

UK digital advertising
expenditure grows 17.5% to
£3.041 billion in H1 2013

Generates £14bn in sales, equals
£14 for every £1 spent.

23. The anatomy of a web-page
 How a news site is arranged
 Click through rates
 Monetization
 Impact on editorial
 Impact on the reader
 Problems (click this link)

24. Issues with web-ads
 You are more likely to complete
NAVY SEAL training than click a
banner ad. (Source: Solve
Media)

25.  The average person is served over 1,700
banner ads per month. Do you remember
any? (Source: comScore)

26.  About 50% of clicks on mobile ads are
accidental. (Source: GoldSpot Media)

27. Media contamination… online
video ads

28. Ad free solutions pay to
remove or block

29. What now: Reader profile

What we should already
have


Basic demographic
information
Continue to create your
reader. You might want to
base your reader on a real
person (remember the
market research section we
covered a few weeks ago.
Consider the following:




‘Values’
Leisure activities
Daily routine (weekdays and
weekends)
What media they consume,
and when

30. For Next week
 Think about market research
 Surveys
 Longform interviews
 Market analysis
 Other methods to gain ‘intelligence’

31. In coming weeks
 More online
 Mobile
 Social Media and advertising
 Data

32. Flickr

Martin Deutsch – The Internet


Intersection Consulting – Advertising vs PR


The Rocketeer – Advertising Dept Truck


voteprime – Comfort Inn


Smalloy – First Floor Plans


jurvetson – Google's Master Plan


Toban B. – Without Money


Phil Roeder – Navy Seals


Laura Mary – Lost


Charlie the Cheeky Monkey – I'm freaking out, man