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Chapter 11 Advertising


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Chapter 11 Advertising

  1. 1. Chapter 11 – Advertising<br />While these slides were created using material from the above textbook, they are not official presentations from the publisher, Bedford/St. Martin’s. In addition, many slides may contain professor’s supplemental notes on various media topics.<br />
  2. 2. “All advertising advertises advertising.”<br />
  3. 3. In This Chapter…<br />The Biz of Advertising: Parts of an Agency<br />Market Research<br />Persuasive Techniques<br />Controversies in Advertising<br />
  4. 4. Culture Influenced by Ads<br />Advertising comes in many forms, from classified ads to giant highway billboards.<br />Ads are often seen as intruding on daily life.<br />Fast-forward through commercials with TiVo<br />Block pop-up ads on Web sites<br />However, advertising is the glue that holds the mass media industries together.<br />
  5. 5. The Biz of Advertising<br />Four Parts of Most <br />Non-Boutique <br />Agencies:<br />Market Research<br />Creative Development<br />Media Selection (buying)<br />Account Management<br />The Mega-Agency: large ad firms formed by merging several agencies that have worldwide regional offices.<br />Four Largest: WPP Group, Interpublic Group, Omnicom Group, and Publicis—together they control nearly $6.5 billion of the industry.<br />
  6. 6. Market Research<br />Demographics<br />Age, gender, occupation, ethnicity, education and income<br />Psychographics<br />Attitudes, beliefs, interests, and motivations<br />Focus Groups<br />A small-group interview technique in which a moderator leads a discussion about a product or an issue, usually with 6-12 people<br />Values and Lifestyles (VALS)<br />Psychological consumer segmentation system that clusters the public into psychological groups based on how consumers think and feel about products p. 400<br />VALS <br />Online <br />survey<br />
  7. 7. Persuasive Techniques – Conventional Strategies<br />Famous-person testimonial<br />Athlete Peyton Manning for MasterCard, Gatorade, and more<br />Plain folks<br />Volkswagen (“Drivers wanted”)<br />Snob appeal<br />Fiji water (“The label says Fiji because it’s not bottled in Cleveland”)<br />Bandwagon<br />Appeal of “Everyone does it!”<br />Hidden fear<br />Deodorant, mouthwash ads play on social anxiety.<br />Irritation<br />Aspirin ad featuring hammer pounding in someone’s brain<br />
  8. 8. Persuasive Techniques<br /><ul><li>Advertising as Myth:
  9. 9. Story format, featuring characters, settings and plots
  10. 10. Involve conflict
  11. 11. Conflicts are negotiated or resolved by the end of the ad, usually by applying or purchasing product—the product and the people who use it emerge as heroes in the story.</li></ul>Association Principle:<br />Ad associates a product with some cultural value or image that has a positive connotation but may have little connection to the actual product<br />Example: car ads shown in natural settings, as opposed to urban areas where they are actually used; Marlboro man<br />Juxtaposition – making consumers associate the product with the feelings and emotions of the ad; happy people brushing their teeth with brand X toothpaste.<br />
  12. 12. Top Brand Values<br />
  13. 13. Controversies in Advertising<br />Children and Advertising<br />Programs created for the sole purpose of selling toys: My Little Pony, Care Bears, He-Man<br />Advertising in Schools<br />Channel One<br />Sponsored Sporting Events<br />Health and Advertising<br />Eating Disorders and Obesity<br />Tobacco<br />Alcohol<br />Prescription Drugs (Yaz example)<br />Puffery<br />Ads featuring hyperbole and exaggeration<br />Advertisers killing news stories<br />The end of consumer reporting?<br />
  14. 14. Regulation<br />Better Business Bureau<br />Created by business community to keep tabs on deceptive advertising<br />Audit Bureau of Circulation<br />Tracked advertising’s audience so publishers couldn’t lie about viewer numbers<br />FTC<br />Group created by government to help monitor advertising abuses<br />American Association of Advertising Agencies (AAAA)<br />Self-regulation within ad industry<br />
  15. 15. Links to Know… <br /><br /><br /><br /><br />