Advertising

traditional purchasing

traditional purchasing still uses where people negotiating and buying ads in bulk directly from channels

give examples of traditional purchasing in

• brand vs. brand

• agency vs. agency

• media vs. media

• brand vs brand: coke vs Pepsi

• agency vs. agency: AKQA vs. Drogas

• media vs. media: Fox vs. CNN

• 
  

what are the steps in the traditional purchasing cycle?

1. advertiser → agency → develop commercial → distribution → consumer

social proof

Social proof is a psychological phenomenon where people look to the behavior, opinions, or actions of others to guide their own decisions—especially when they are uncertain

modern programmatic ad purchasing

modern programmatic ad purchasing is buying ads space automatically using software to target specific types of people across digital platforms

value proposition

value proposition is the unique benefit a brand or product promises to deliver to its customers, giving them a compelling reason to choose it over competitors

what are the five major industry trends and give examples

• consumer control: industry where consumers hold the power over how when, and if they engage with promotional messages

  • Ex. web 3.0, ad blockers

• media proliferation/consolidation: exponential growth in options of media channels

  • Ex. cable, direct marketing, web

• media clutter: overwhelming saturation of ads across platforms

• crowdsourcing and UGC: asking a large group of people online to contribute ideas, content, or solutions for a brand

  • Ex. lays asked the public to submit their own ideas for a new potato chip flavor

• mobile marketing and media: personal, targeted advertising delivered directly through mobile platforms

what are the benefits of crowdsourcing

• increase consumer involvement

• natural and credible communication

• build brand with recommend feature and campaigns

• perception of product effectiveness

What were new segments of advertising after 2015

branded apps and games