4.8 --Advertising.ppt

4.8
Marketing Applications
Advertising:
Any paid, non-
personal form of
communication by an
identified company
promoting goods and
services.
Advertising
 TV Commercials and
infomercials
 Print Advertisements
 Direct Mail
 Internet (banner
ads, “pop up”
ads, social media ads)
 Social Media

4.8
 Effective communication
 Create awareness
 Create / Change image
 Associate a brand with feelings and emotion
 Precipitate behavior
 Establish / Maintain goodwill
 Assist in the increase in sales
Why Advertise?

4.8
Types of Advertising
1. Print Media:
Any written form of communication used to
inform, persuade, or remind consumers about
products or services offered

4.8
2. Outdoor Advertising:
 Includes any outdoor
signs and billboards
 Offers a high level
of visibility
 Provides 24-hour
advertising

4.8
Outdoor Advertising
The elevator doors in the Rose Garden parking
garage (home to the NBA’s Portland Trail Blazers)
feature an advertisement for Cricket which
prominently features Blazers star, Greg Oden

4.8
Outdoor Advertising

4.8
3. Mass Transit Advertising:
Uses public transportation, such as buses,
bus stands, taxicabs, and subways to post
advertising messages

4.8
Mass Transit Advertising
Syracuse University Athletics implemented an
aggressive mass transit marketing campaign that
included SU Athletics branded taxi tops throughout
New York City as well as signage on area buses in
an effort to drive awareness and build excitement
for the upcoming football and basketball seasons

4.8
Mass Transit Advertising
The fitness craze known as P90X relied on a
carefully crafted TV infomercial strategy to build a
$400 million-a-year (and growing) empire

4.8
4. Broadcast Media:
Any visual and/or auditory form of communication
used to inform, persuade, or remind consumers
about goods or services offered

4.8
a. Radio Advertising:
Advertisers match their target market to a
radio station that segments a particular
market
* Has the ability to reach a wide audience

4.8
b. Television Advertising:
Includes commercials and infomercials
Is traditionally the most expensive form of
broadcast media

4.8
5. Online/Digital Media:
Advertising through various digital media
platforms
* Banner ads, pop-ups etc.
* Digital broadcasts
* Social media channels
(Facebook, Twitter, etc.)
* Mobile

4.8
Online/Digital Media

LESSON 4.8
6. “Specialty” Media (or Promotional Products):
Includes “everyday” items displaying a company
name or logo
Examples include lanyards, calendars, pens, magnets,
and coffee mugs

4.8
Additional Forms of “Creative” Media:
Marketers often use many other creative ways of
communicating advertising messages to consumers
Examples include: blimps (and other forms of aerial
advertising, supermarket carts/bags, hot air balloons,
and in-theater advertisements

4.8
Alaska Airlines took aerial advertising a step further
when they introduced the Major League Soccer
Portland "Timbers Jet", a Boeing 737 featuring a
paint theme featuring the Portland Timbers' name
and logo in the team's trademark colors (to
celebrate the new airplane, Alaska Airlines granted
early boarding to Portland International Airport
passengers wearing
an official Timbers jersey
throughout the 2011 MLS
season)
Additional Forms of “Creative” Media or Transit?

4.8
In 2012, Virgin America unveiled a San Francisco
Giants-themed plane, complete with the Giants
logo and with a black beard and mustache painted
under the craft's nose in an usual tribute to popular
pitcher, Brian Wilson
Additional Forms of “Creative” Media or Transit Advertising??

4.8
In addition to advertising via
mass transit, Fox took to their
advertising to the streets during
the popular Comic Con festival
in 2012 by positioning popular
animated characters from
“Family Guy”, “The Simpsons”,
“Bob’s Burgers” and “The
Cleveland Show” and
positioning them in San Diego
pedal cabs
Additional Forms of “Creative” Media or Transit
Advertising …what do you think?

4.8
LSU Athletics took a unique approach to advertising to
promote the 2012 basketball season when they teamed
with adverCar (a company that pays individuals to affix
advertising messages to their personal vehicles),
essentially paying fans to drive their message into local
neighborhoods, shopping centers and commuter routes
Example of Transit Advertising

Marketers and media agencies may choose
to buy ads in the spring selling period known
as the "upfront", which is when networks
sell much of the ad time for fall. Buying
early sometimes affords marketers more
creative flexibility, allowing them to ask for
unique ways to promote their brands.
4.8
Intro to Basic SEM Principles
Upfront Advertising

4.8
Advertising
Agency:
An organization that
decides on and
implements an
advertising strategy
for a customer
Advertising Agencies
Nike contracts the
Wieden & Kennedy
agency to manage
and oversee some of
their advertising
campaigns

4.8
Wieden + Kennedy won an award at the 2012 Cannes
Lions festival for its advertising spot featuring
Carmelo Anthony, created for the Jordan Brand

4.8
In 2013, the agency celebrated the 25th anniversary
of its famous slogan developed for Nike, “Just Do It”

4.8
Wieden + Kennedy is also responsible
for the wildly popular “It’s Not Crazy,
It’s Sports” ad campaign for ESPN,
addressing the culture of fandom in
the sports industry

4.8
Under mounting pressure
and facing a potential
lawsuit, the Washington
Redskins enlisted the help of
a PR professional to help
make a decision as to
whether the franchise should
change the team nickname

4.8
 Expertise
 Time constraints
 Time constraints
 “Fresh” perspectives
 Access to athletes, celebrities,
entertainers?
Why an Agency?

4.8
 Does the agency have a solid
marketing plan in place?
 Does the agency have comprehensive
marketing skills?
 Can the agency determine target
markets and a means to reach them?
 Does the agency view itself as a
partner of the hiring organization?
Considerations for Agency Selection

4.8
 Does the agency have a track record
of success?
 Has the agency worked with others in
your industry?
Considerations for Agency Selection

4.8
 Comfort level with the representative
that will be handling the account
 Making sure all written copy is
customer centered
 Selection of an agency that views
itself as a partner of the organization
Additional Considerations

4.8
Creative use of in house advertising capability
 The Red Sox, as a way to generate additional
revenue, leveraged relationships in the industry and
throughout the community and created a spin-off
agency, the Fenway Sports Group
 FSG was so successful that they were profitable in
their first year and their client base included
NASCAR, Boston College, and even the rival New
York Yankees
Agency Extension

Marketing
Applications
LESSON 4.8 REVIEW (ANSWERS)
2) Identify specific forms of advertising and
explain why businesses choose to advertise
Print media, outdoor advertising, mass
transit advertising, broadcast media,
online media and specialty media are
examples of specific forms of advertising

Marketing
Applications
LESSON 4.8 REVIEW (ANSWERS)
2) Identify specific forms of advertising and
explain why businesses choose to advertise
Companies advertise for a number of
reasons, including:
 Effective communication
 Create awareness
 Create or change image
 Associate a brand with feelings/emotion
 Precipitate behavior
 Establish and maintain positive public

4.8 --Advertising.ppt

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