COMMS 230 Intro to Advertising Robinson Midterm 1

Characteristics of a great Ad

"SCEM"
Strategy
Creative
Execution
Media

______ is a characteristic of a great ad that is "the game plan"?

Strategy
Creative
Execution
Media

______ is a characteristic of a great ad that is "the game plan"?

Strategy
Creative
Execution
Media

Creative

The fun part. Catching consumer's attention

Execution

The details. The actual ad. What we're producing.

Media

What/how you choose to show it.

Advertising

1. Paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience.
2. Coming up with creative solutions to solve marketing problems.

Types of Advertising

Local, Regional, National, Consumer, Industrial, Professional, Institutional, by Media

Local

By COVERAGE - Retail ads used by local stores (e.g. Macey's)

Regional

By COVERAGE - 1 or more states

National

by COVERAGE - for larger brands like Nike

Consumer

by Audience - Directed to the user

Industrial

by Audience - Directed at manufacturers

Professional

by Audience - Directed at doctors, lawyers, etc.

Institutional

by Audience - to build a business' reputation. E.g. BYU football fans.

By Media

Print - Mag
Electronic - Internet
Broadcasting - TV
Out-of-home - Billboards
Online -
Social Media -
Alternative Ads - Anything not normal

Pioneers of Advertising

Volney Palmer
NW Ayer and Son
J Walter Thompson
Bernice Fitz-Gibbon
Bill Bernbach
Leo Burnett
David Ogilvy
Rosser Reeves
Mary Wells Lawrence

Volney Palmer

First Advertiser, 1847. Worked for newspaper. Agency became NW Ayer and Son.

NW Ayer and Son

The son actually ran the agency. Sold ad space in magazines. 1st do do work for client, do creative, do a campaign. Bought Palmer's ad business. FIRST AGENCY TO WORK FOR CLIENTS AND NOT THE MEDIA.

J Walter Thompson

Book keeper at an agency. Bought ad space in religious magazines. Sold space in women's magazines. BELIEVED WOMEN CONTROLLED HOUSEHOLD FINANCES.

Bernice Fitz-Gibbon

Pioneered local ads. CREATED RETAIL ADVERTISEMENT. Wrote Macy's tagline "it's smart to be thrifty."

Bill Bernbach

DDB (Doyle, Dane and Bernbach) Creative director. Made more persuasive ads. Clients were Avis and Life Cereal. MOST INFLUENTIAL PERSON IN MODERN ADVERTISING.

Leo Burnett

Founded Leo Burnett Co. Was one of the best creatives. CREATED ICONS LIKE TONY THE TIGER, THE PILLSBURY DOUGHBOY, ETC.

David Ogilvy

Started as researcher. Believed you needed the "Big Idea". All about brand image. BIG ON STRENGTH OF THE BRAND. BELIEVED IN BUILDING A BRAND FOR YOU COMPANY.

Rosser Reeves

Founded Ted Bates & Co. Pioneered TV commercials. Believed in utmost honesty. Created memorable taglines. CREATED USP (UNIQUE SELLING PROPOSITION): THE BELIEVE THAT EVERY PRODUCT HAS A SINGLE BENEFIT THAT MAKES IT UNIQUE AND SUPERIOR TO ALL OTHERS.

Mary Wells Lawrence

Worked at DDB. Youngest person in copywriters hall of fame. Founded WRG. "I love New York." Started as a model. ALKA SELTZER: "YOU TRY IT, YOU LIKE IT."

Marketing

A management process from concept of the idea to getting the good to the customer.Planning and executing the product.

A market

Where you sell things

Types of markets

Consumer markets, Business-to-business markets, Institutional markets, Reseller markets

Consumer markets

People who are directly buying the good.

B2B markets

When businesses buy from each other. (e.g. office depot)

Institutional market

Schools

Reseller market

Savers, TJ Maxx, anytime reselling happens.

4 P's of marketing (Marketing mix)

Product, Price, Place, Promotion

Product

Tangible or intangible

Price

The amount consumer pays for product or service

Place

Product from manufacturer to consumer. Where it's sold.

Promotion

Advertising (The Promotional Mix)

The Promotional Mix

Advertising, Public Relations, Sales Promotions, Online & Direct Marketing

Public Relations

Enhances the image of your company or brand

Sales promotions

Offers for short amount of time to jack up sales and increase. (e.g. coupons)

Direct Marketing

Allows consumer to respond directly to the message. (e.g. when you click on a banner ad)

Advertising agency

"An Independent organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers seeking to find customers for their goods and services."

Why hire an agency?

Expertise - They know what they are doing
Objectivity - outside point of view
Cost Efficiency
Staffing - Good connections, more people focusing on just making your ad.

Types of agencies

Full Service, Specialized, Industry Focused, Minority, Creative Boutiques, Media Buying Services, In-House.

Full Service

Do it all

Specialized

Do certain kinds (e.g. digital/interactive) search engine optimization. apps and other non-traditional

Industry Focused

Focus on specific industry only. e.g. agriculture, healthcare, academic, etc.

Minority

Advertises to minority groups

Creative Boutiques

Agencies focused entirely on development and execution of creative. They usually hire both art directors and copywriters.

Media buying services

Specifically in charge of planning and buying all media for clients.

In-House

Agency owned and operated by the company they are advertising for.

Agency Organization

Account Management, Account Planning and Research, Media planning and buying, Creative Director, Art Director, Copywriter.

Account Management

Liaison between client and the ad agency. Represents the client.

Account planning and strategy

Strategy, and the main rep of the consumer (not the client). They must immerse themselves into the world of the consumer and plan how to Advertise to them.

Media Planning and Buying

Buying the ad space

Creative Director

Person in charge of all the creative for the campaign, both art and copy.

Art Director

Produces visual elements of the campaign.

Copywriter

Over the words to go with the visuals

FTC

Federal Trade Company - Helps to monitor ads - truthful and fair.

Self Regulations

We regulate things on our own.

NAD

National Ad Division - Review product claims. Checks stats to make sure they're true.

CARU

Children Advertising Review

ERSRP

Electronic retailing self regulation program: Enhances consumer confidence in online shopping

OIBAAP

Online Interest-Based Advertising Accountability Program
Looks at what a user prefer's and then advertises their preferences to them based on previous searches and behaviors.

Accuracy

Make sure you're being honest and true.

Ethical Issues in Advertising

Puffery, Comparative Advertising, Endorsements, Sex and Bad Taste Ads, Stereotyping, Subliminal Advertising.

Puffery

"We are better than you"

Comparative Advertising

Comparing directly to other products.

Endorsements,

Celebs using a product

Sex and bad taste

Self Explained

Stereotyping

Elderly, Men, Women, Race

Subliminal

Doesn't sell, but makes you pause.

Consumer Behavior

The process a consumer goes through when buying a product.

2 types of consumers

Those who buy and those who use

Target audience

Those who might see the ad and be influnced. Those that see a commerical Apples lowest on the tree.

Target market

Those most likely to buy a product. Lowest hanging fruit.

Market Segmentation

Dividing market into distinct groups of buyers

Different ways to segment market

Demographics, psychographics, Lifestyle, Buying Behavior, Geographic

Purchase Funnel

Awareness, Consideration, Purchase, Loyalty, Advocacy

Types of Research?

Secondary - information that has already been gathered

Primary - new research that is conducted to answer specific questions

Qualitative Research

Qualitative - the collecting, analyzing, and interpreting of data by observing what people do and say, and then providing an in-depth description.

Quantitative Research

Quantitative - numerical data, mathematically based methods. How many, how often, what percentage, how likely

What are insights?

"a-ha" moments, eureka.. Flashes of inspiration that come when you are introduced to a new concept or idea.

What is considered part of the Strategic Planning?

everything that happens in an advertising campaign between research gathering and creative executions.

what are objectives?

what you want to accomplish or the desired outcome of the advertising.

What are strategies?

how you intend to accomplish the objectives

What are tactics?

the creative elements the advertiser uses to make the strategy come to life.

What is the strategy?

VERY LIFEBLOOD OR FOUNDATION OF THE ADVERTISING CAMPAIGN.

What is consumer insight?

a simple truth that applies to the target market that helps you understand why they buy, why they dont buy, or some other aspect of the way they behave.

What is Brand Insight?

is the benefit that the consumer receives from using the brand. It is what your brand has that no other brand in the category has.

people buy benefits not.....

features.