Rowan Intro to Advertising BIG Lecture No. 1

1,090 views

Published on

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

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,090
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Rowan Intro to Advertising BIG Lecture No. 1

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

×