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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.
