The document discusses the changing advertising landscape and opportunities for careers in advertising. Traditional advertising methods like print, radio, and TV are giving way to online and interactive advertising options as technology evolves. The emergence of social media, mobile devices, and user-generated content is driving new opportunities for advertisers to connect with consumers and track campaign analytics. Careers in advertising are fast-paced, challenging, and ever-changing as businesses adapt to interacting directly with customers online.

1. Advertising Traditional vs Online The Changing Advertising Industry Your Possible Future in Advertising

2. About Me Jennifer Lind Graduate of Iowa State University Interactive Account Executive at TMP Directional Marketing

3. What is your view of Advertising?

4. Did your view include this?

5. The Purpose of Advertising Tell potential customer about your products or services Show potential customers how to use your product Increase use of your product or service Reinforce brand image and brand loyalty From Wikipedia: http://en.wikipedia.org/wiki/Advertising

6. Types of Advertising Press Releases Brochures, flyers Door-to-door Display ads (editorial sections of newspapers) Directories (Yellow pages) Word of mouth Direct mail Poster sites (ad on any surface like buses, floors, napkins) Radio, TV Guide books, handbooks Websites Email Web press releases Interactive advertising Blogs Pay per click/call Online directories Pop-ups Banner ads Social media sites Mobile Traditional Online

7. Traditional Advertising Methods Advertise to your existing database of customers to increase loyalty and draw repeat business Gain new customers by sending advertising through industry publications Create brand and product awareness by advertising to the masses

8. Unique Traditional Advertising Examples

9. Unique Traditional Advertising Examples

10. Unique Traditional Advertising Examples

11. Traditional Advertising Target people in their every day life activities Influence emotional and spontaneous decisions Can be used to compliment internet advertising Limited time or space to get point across Expensive Does not allow for a conversation with the customer Difficult to track results Benefits Challenges

12. The Emergence of Online Advertising – Driving Factors of Change Choice – More inventory than just room on a shelf Portable technology User-generated content

13. New Challenge for Advertisers – How to Connect with Consumers

14. Interactive Advertising Advertising that creates a dialogue with the customer Social media – responding to a customer’s reaction Utilizing technology to reach customers wherever they are

15. User-Generated Content Publicly available content created by consumers that criticizes or praises the company, in the form of: Reviews Blogs Mobile phone photography Digital Video

16. Interactive Advertising Analytics Ability to track every move the customer makes, including Clicks – how many people clicked on the ad Impressions – how many people saw the ad Leads – how many people purchased the product/service after clicking on the ad 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!

17. Statistics Example from Online Marketing Campaign

18. Case Study: Spherion

19. Continuing Change in Interactive Advertising Mobile channels expanding Local companies beginning to do more online advertising and becoming more knowledgeable of the online space Businesses will need to accept social media and learn to talk WITH the customer rather than AT the customer Technology will continue to be developed

20. Careers in Advertising Account Executive Account Coordinator Media Services Research Creative Fast paced Challenging Variety Competitive Ever-changing Positions Adjectives

21. How to Prepare for a Career in Advertising College – Wide variety of degrees applicable. Marketing, Advertising, Communications. Research on your own Network with people in the industry Get involved with organizations

22. Thank you! Q&A