Advertising/Advertising/MediaMedia

Weeks 7 - 12Weeks 7 - 12Tonight: Traditional Advertising Presentation Prep “The One Thing You Must Get Right Building Brand”

Next Week: Social Media Presentation Prep

Week 9: Marketing Plan Presentation Prep

Nov 11: Presentations

Nov 18: Presentations

Nov 25: Branding

SchoolsSchools

Traditional Advertising: Old SchoolTraditional Advertising: Old School Social Media: New SchoolSocial Media: New School Integrated Marketing: Post-GraduateIntegrated Marketing: Post-Graduate

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What is Advertising?What is Advertising?

““I do not regard advertising as I do not regard advertising as entertainment or an art form, but as a entertainment or an art form, but as a medium of information. When I write an medium of information. When I write an advertisement, I do not want you to tell me advertisement, I do not want you to tell me you find it you find it ‘‘creativecreative’’, I want you to find it so , I want you to find it so interesting that____________interesting that____________””**

*David Ogilvy, Ogilvy on Advertising

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What is Advertising?What is Advertising?

““I do not regard advertising as I do not regard advertising as entertainment or an art form, but as a entertainment or an art form, but as a medium of information. When I write an medium of information. When I write an advertisement, I do not want you to tell me advertisement, I do not want you to tell me you find it you find it ‘‘creativecreative’’, I want you to find it so , I want you to find it so interesting that YOU BUY THE PRODUCinteresting that YOU BUY THE PRODUCTT””**

*David Ogilvy, Ogilvy on Advertising

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Advertising v MarketingAdvertising v Marketing

““Marketing is a strategic activity and a Marketing is a strategic activity and a discipline focused on the endgame of discipline focused on the endgame of getting more consumers to buy your getting more consumers to buy your product more often so that your company product more often so that your company makes more money…advertising is one of makes more money…advertising is one of the tools in your toolbox.the tools in your toolbox.”” * *

*Sergio Zyman, The End of Marketing as We Know It

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Definition?Definition?

So, what is advertising?????So, what is advertising?????

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What is AdvertisingWhat is Advertising

Advertising is a paid form of Advertising is a paid form of communication, usually where the sponsor communication, usually where the sponsor is identified, that attempts to persuade is identified, that attempts to persuade potential customers to purchase or to potential customers to purchase or to consume more of a particular brand, consume more of a particular brand, product or serviceproduct or service

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Why Advertise?Why Advertise?

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Why Advertise?Why Advertise?

Awareness

Consideration

Preference

Purchase

• Gain attention of target market

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Why Advertise?Why Advertise?

Awareness

Consideration

Preference

Purchase

• Gain attention of target market

• Create interest in product

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Why Advertise?Why Advertise?

Awareness

Consideration

Preference

Purchase

• Gain attention of target market

• Create interest in product

• Create preference/desire for your product

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Why Advertise?Why Advertise?

Awareness

Consideration

Preference

Purchase

• Gain attention of target market

• Create interest in product

• Create preference/desire for your product

• Motivate action/purchase

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AdvertiserAdvertiser’’s Challenges Challenge Finding the right combination of Finding the right combination of media outletsmedia outlets to to

express the express the right messageright message to achieve to achieve intended resultsintended results Key questionsKey questions

Who is target?Who is target? Where are they in process, or what do I want to accomplish? Where are they in process, or what do I want to accomplish?

Create awarenessCreate awareness Explain a productExplain a product Develop an imageDevelop an image Close the dealClose the deal

How much can I spend?How much can I spend? How will I measure impact?How will I measure impact?

Define Advertising Goals-Measure Advertising ResultsDefine Advertising Goals-Measure Advertising Results

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Pros/Cons MediaMedium Advantages Disadvantages

Newspapers Geographic selectivity and flexibility

Short term advertiser commitment

News value and immediacy

Short lead time

Little demographic selectivity

Limited color capabilities

Low pass along rate

May be expensive

Declining readership

Magazines Good color reproduction

Demographic selectivity

Regional selectivity

High pass along rate

Long term commitment

Limited demonstration capabilities

Lack of urgency

Long lead time

Radio Low cost

Immediacy of message

Can be done on short notice

No seasonal change in audience

Short term commitment

No visual treatment

Short message life

High frequency required to generate retention

Commercial clutter

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Pros/Cons MediaMedium Advantages Disadvantages

Television Wide diverse audience

Low cost /thousand

Creative opportunities for demonstration

Immediacy of message

Entertainment carryover

Demographic selectivity (w/cable)

Short life of message

Growing consumer skepticism

High campaign cost

Long production time

Commercial clutter

Outdoor Repetition

Moderate cost

Flexibility

Placement selectivity

Short message

Lack of demographic selectivity

Competes w other noise

Internet Ability to reach narrow audience

Short lead time

Moderate cost

Difficult to measure effectiveness

Exposure relies on click through rates

Requires internet access

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Share of Total Ad Spend by Media(% of total)

2010-2014

Source: Zenith OptimediaMarketingCharts.com

Newspaper Magazine Television Radio Cinema Outdoor Internet

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PR vs. AdvertisingPR vs. AdvertisingAdvertising PR

• Pay for the media (and what is shown/heard)

• Total control of content and some control over placement

• High degree of consumer skepticism, if not resistance

• More expensive

• Do not pay for media

• No control over content; no control over placement

• Some degree of consumer skepticism

• Nearly free

What Makes a What Makes a ““GoodGood”” Ad Ad

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What Makes a What Makes a ““GoodGood”” Ad Ad

Breaks throughBreaks through MemorableMemorable Achieves one or more of the followingAchieves one or more of the following

Creates awarenessCreates awareness Explains a productExplains a product Develops an imageDevelops an image Closes the dealCloses the deal

http://www.youtube.com/watch?v=ts_4vOUDImE

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