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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

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