ADVrETISING 318J DUDO EXAM 1 UNIT 1-4

UT CLASS

What has been the shift in ADV and IBP?

we have moved from pushing information to pulling engagement an audiences

What are the new tactics in advertising?

\-branded entertainment

\-internet

\-influencer marketing

\-mobile marketing

What is the KEY challenge for ADV?

to effectively communicate the brand

What is advertising?

it means things to diff people:

Small BUSSINESS: GETTING PEOPLE THROUGH THE DOOR

CEO- BRAND AWARENESS AND LOYALTY

ARTIST-CREATIVE EXPRESSION

WEB MANAGER- DRIVES PEOPLE TO SITE

SOCIOLOGIST- CULT. ARTIFACT

What is advertising? (2)

\
ADV is a tool used to promote brands \n • ADV is one of many IBP tools \n ‣ Businesses of all sizes need and use these tools \n ‣ Advertising influences world commerce and our daily \n experience \n

Three criteria for advertising?

communication is paid for \n the communication is delivered via media \n the communication aims to persuade

What advertising isn’t

\
public relations / publicity \n public service announcements (PSAs) \n - a message that’s in the public interest and is communicated \n through media without charge; it’s pro-social and non- \n commercial \n personal selling, sales promotions, etc.

what can advertising be?

\
a persuasive message \n about an idea; it’s not only just about products

Advertisements

Distinct messages designed to persuade

Advertising Campaign

\

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An integrated, coordinated series of ads and promotions \n that communicate a central theme or idea

Advertising must be effective

clients demand that ads produce demonstrable \n results – and “coolness” alone is not a result

levels of effects in adv

‣ awareness \n ‣ knowledge \n ‣ perception \n ‣ behavior

Integrated Brand Promotion (IBP):

\

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the process of using a wide range of promotional \n tools working together to create widespread brand \n exposure

IBP is a process \n Uses a wide range of tools

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advertising

sales promotions

pop

billboards

pr

social networks

event sponsorship

product placement

what is the basic model of comm?

message production

message negotiation

Message reception

\

what is message reception?

Individuals receive the message, and decide what it \n means (if anything

mssg negotiation

Individuals see the advertisement and interpret it \n through their own mental filters

mssg production

The advertiser and social context determine \n the advertising message(s

Target Audience

A specific group of individuals singled out by a \n company or organization to receive brand \n messages

5 type of audiences

household consumers

business members

professionals

gov employees

trade members

Audience Geography: \n Audiences can be broken down geographically

global, international, national, regional, local

global geo

\
Ads used worldwide (very few; brands with common appeal)

international

diff countries and cultures

national

a single nation

regional

meant to reach a region

local

specific area- city, state

Marketing:

\
is the process a business or organization uses to \n satisfy consumer needs and wants through goods \n and services

4 ps of marketing

product (1)place(2) distribution

price (3) promotion (4)- one type of tool in promotion

Advertising in branding

Influences brand development and management in 5-way- information, introduction, loyalty, image, trade loyalty

information

informs and persuades target audience about the values of a brand

introduction

new or extended brands are introduced

loyalty

Repeated exposure via ADV to brands helps create loyalty

image

ADV helps enrich the image(s) and meaning(s) associated \n with a brand – deeper connections with consumers

trade loyalty

establish brand loyalty within the trade

ADVS role in segmentation, differentiation, and positioning

Segmentation-from heterogeneous to homogeneous

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Differentiation- consumer perceives brand as different, unique

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Positioning-design a brand to occupy a distinct place in

consumer’s mind

\n

how many types of adv

3

type 1

primary vs selective demand stimulation

primary_ attemots to drive demand for entire product

selective- drive demand for a particular brands product

type 2

\n Direct vs. Delayed Response Advertising \n Direct - \n ADV that asks consumers to act \n immediately \n delayed-

ADV builds brand awareness and \n perception over time

Type 3 \n Corporate vs. Brand Advertising

corporate-create a favorable \n attitude toward a company

\
brand- communicates about a specific brand

economic effects of adv from narrow to broad

value- provides a perception that a brand provides satisfaction that outweighs its cost

prices- adv inflences product prices (higher and lower)competition- motivates business to cpmpete

GDP- product denabd abd spending

IMC TO IBP

IMC- 1990S-2000S

IBP-NOW

imc

1990s and 2000s \n ‣ the practice of using diverse \n marketing tools to send a consistent, \n persuasive message to target \n audiences \n ‣ emphasis was on “communication

ibp

now \n ‣ the same practice remains, but the \n emphasis goes further and focuses \n on brand-building \n ‣ in short, we think of our profession \n even more broadly than before

IBP IS A PROCESS- wide range of tools

\
Mass Media P-O-PSales Promotions Billboards \n PR Event SponsorshipSocial Networks Product \n Placement

have we become more resistant to advertising?

yes

What gives us the power to avoid advertising?

new techbology

What are the trends influencing IBP?

trend 1: consumer control

trend 2: media ownership

trend 3: more media options

trend 4: crowdsourcing

trend 5:mobile marketing

trend 1: consumer control

consumers now have more co

trend 2: media ownership

media owned by fewer companies

-disney, clear channel, new corp, aol/tw, viacom

trend 3: more media options

means more fragmentation and more IBP tactics

trend 4: crowdsourcing

lets consumers contribute to the brand

trend 5: mobile marketing

can reach consumers everywhere

Tactics
• location-based
advertising
• sponsoring apps
• short message service
• PUSH notifications
‣ Major growth
• ~$40 to 120 billion in
2017!!

Structure of the ADV & IBP Industry

advertisers→agencies→external facilitators→media→audience

who are the advertisers? (CLIENTS)

Manufacturer
& Service
firms- MAKE PRODUCTS (APPLE)
‣ Retailers &
Wholesalers- BUY AND SELL PRODUCTS (BEST BUY)

Government- SPENDS 2B A YEAR
‣ Social
Organizations- SUPPORT CAUSES AND IDEAS (WWF)

ANYONE USING ADV/IBP TO COMMUNICATE ABOUT THEIR BRAND

who are the agencies?

ad agencies

promotion agencies

who are the external facilitators?

ad research firms

production firms

consultants

software firms

who are the media?

broadcast

print

internet portals

interactive

support

conglomerate

the audience is

YOU

example: of the structure of IBP and ADV industry

pepsi→the richards group→simmons market research→comedy central→you

WHAT SHOULD ADVERTISERS KNOW TO WORK WITH AGENCIES?

value, competition, objectives, audience, logistics, marketing

what is value?

understand brand’s key value

what is competition

should understand their brand’s market positon

objectives?

understand the short-and long-term obj

audience

should understand target audience

logistics

how they for their product to the audience

marketing

how ADV AND IBP fir into the bigger picture

adv agency

an org of professionals who provide creative and business services to clients in preparing, planning, and placing ads

promotion agency

an org of professionals who provide creative and business services to clients in preparing, planning, and placing IBP tactics

agencies

come in all shapes and sizes; offer diff levels of expertise

what are the type of ad agencies

full service, creative boutiques, digital interactive, in house, media specialists

what is a full service agency

meets all promotional needs of client

creative boutique

creative concept development and services – idea factories

digital/interactive

web based marketing

in-house

adv and ibp in a compaby (revlon)

media specialist

specialize in media strategy and buying

promotion agencies?

5 types

direct marketing, sales promotion, event planning, design, pr

what is direct marketing?

maintain and manage databases of mailing list

sales promotion?

design and implement sales promotions

event planning

organize, implement, and promote events

design

specialize in design an graphic (logos, packaging, etc)

PR

manage relationships with a brand’s public

what are some IBP professions

account planner

media buyer

creative director

copywriter

event planner

graphic designer

pr specialist

social media expert

web developer

what are external facilitatoers

provide specialized services to advertisers and agencies

What are the types of external facilitators

research, consultants, production, software

what is reasearch?

provide, collect, and analyze relevant data

consultants

specialise in different aspects of IBP- media, creatice, etc

production

broadcast, camera, lighting, songwriting, facilities, etc.

software

provide specialized software to gather and analyze data

what are the benefits of crowdsourcing?

New ideas
‣ Cheap ideas
‣ Unconventional ideas
‣ Connecting with new talent
‣ Empowering new talent via
professional development and money

risks of crowdsourcing

Exploiting labor
‣ Driving prices down
‣ Eroding connections with
agencies that are invested in your
brand
‣ Losing site of the bigger picture
(the brand image)
‣ Message inconsistency

to “crowdsource” the creation of a
new advertising campaign

advertising is the result of 4 major factors

the emergence of capitalist economic systems

the industrial revolution

the emergence of modern branding

the rise of modern mass media

the emergence of capitalist economic systems

competition(to compete they must earn capital)→must increase demand (must be desired)→how?(need tools to stimulate demand)→advertising

the industrial revolution

mass produced goods (floods the market place, more jobs = more consuming)-→transport→urbanization→advertising (can be produced, delivered, and consumer more efficiebtky)

the emergencde of modern branding?

Manufacturers must
distinguish their products
via branding
• Brands demand higher
prices
• Brands give
manufacturers power
over retailers

rise of modern mass media

mass-circulation→branding(scale up and become national brands)→ adv (now on a national scale- supports mass-media)

the eras of adv

industrilization, PT barnum, 1920s, deppression, WW2 1950S, CREATIVE REV, 1970S, DESIGNER ERA, E-REV, CONSUMER EMPOWERMENT

PT Barnum Era

1875-1918

‣ Consumer culture is born
• branding and advertising
become routine; a fixture of
the culture
‣ “There’s a sucker born every
minute.”
• and ads can prey on them

Barnum-era ad characteristics

A. hyperbole
B. lots of copy
C. lack of real-world
context
D. little color
E. All of the above

1920s
modernity creates a cycle that sustains advertising

THE NEW

SOCIETY SHIFTS
toward
prosperity,
openness,
consumption,
and pleasure
‣ Advertising
feeds off this
shift; instructs
people how to
be modern

RISKS

advertising
highlights the
risks of modern
life and
remedies in the
form of
products
‣ A cycle of
consumption
and the need
for more ADV