rowan intro to advertising big lecture no. 1
DESCRIPTION
Introduction to Advertising at Rowan (N.J.) University. Covers history,TRANSCRIPT
![Page 1: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/1.jpg)
1
![Page 2: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/2.jpg)
2
Demographics
• Vital statistics about human population– Age– Gender– Income– Education– Race– Etc.
![Page 3: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/3.jpg)
3
Psychographics
• Psychological characteristics – many times determined by standardized tests.
• Used for audience segmentation and fragmentation. Attributes relating to:– Personality– Values– Attitudes– Interests– Lifestyles
![Page 4: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/4.jpg)
4
Geodemographics
• A contraction of geography and demographics. A method of combining geographic and demographic variables of individuals who live in the same geographic area or region.
![Page 5: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/5.jpg)
5
Lecture One – Fall 2010
Introduction to Advertising
M. Larry Litwin, APR, Fellow PRSA
© 2010
![Page 6: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/6.jpg)
6
Or…
A basic understanding of the
Advertising Profession
![Page 7: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/7.jpg)
7
Portions taken from…
![Page 8: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/8.jpg)
8
Portions taken from…
![Page 9: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/9.jpg)
9
![Page 10: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/10.jpg)
10
Ogilvy’s Advertising Tenets
• Here are some advertising tenets that David Ogilvy offers:
– “Never write an advertisement you wouldn’t want your own family to read.”
– “The most important decision is how to position your product.”
– If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.”
– “Big ideas are usually simple ideas.”– “Every word in the copy must count.”
![Page 11: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/11.jpg)
11
![Page 12: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/12.jpg)
12
You Talk – We Listen
Hearing vs. Listening
There is a reason why we have two ears and one mouth – we must listen twice as
much as we speak.
![Page 13: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/13.jpg)
13
Clutter
![Page 14: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/14.jpg)
14
Cutting through the clutter
• Using…
![Page 15: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/15.jpg)
15
Locking Power
Signature
Superimposition
Superstitial
Interstitial
Jingle
Slogan
Key Visual
Logo
![Page 16: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/16.jpg)
16
Locking Power – Nike®
![Page 17: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/17.jpg)
17
Strategic Message
Commercial PersuasionOr
Public Relations
“The establishing of reciprocal understanding between an individual and a group.”
Edward Bernays
![Page 18: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/18.jpg)
18
Locking Power
![Page 19: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/19.jpg)
19
Locking Power - Strategy
![Page 20: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/20.jpg)
20
![Page 21: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/21.jpg)
21
![Page 22: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/22.jpg)
22
Locking Power – Coke World
• http://www.youtube.com/watch?v=dfU17niXOG8
![Page 23: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/23.jpg)
23
M AC Triad
M
+P+T
A C
M =M essage A=Audience C =C hannel P=Purpose T=T im ing
![Page 24: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/24.jpg)
24
MAC Triad Plus cont.
• Informization– Disseminating information (message) to
target audience through the proper channel at the best possible time.
![Page 25: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/25.jpg)
25
7 C’s of Communication
• Credibility
• Context
• Content
• Clarity
• Continuity and Consistency
• Channels
• Capability
![Page 26: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/26.jpg)
26
Public Relations…
(Not paid – Uncontrolled)
![Page 27: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/27.jpg)
27
Advertising 101
• Paid
• (Non) personal communication
• From identified sponsor
• Using (mass) media
• To persuade or influence
• Audience
(Paid – Controlled)
![Page 28: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/28.jpg)
28
Marketing 101
Determine what people need (and want) and give it to them.
![Page 29: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/29.jpg)
29
Marketing
• The exchange of goods and services from manufacturer to consumer.
• Strategies that employ the various elements of the marketing mix to achieve marketing objectives.
![Page 30: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/30.jpg)
30
Marketing Mix
• A plan that identifies the most effective combination of promotional activities (IMC).
• The goal is to achieve synergy.
![Page 31: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/31.jpg)
31
Advertising is Synergy
![Page 32: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/32.jpg)
32
Synergy
The whole is greater than the sum of its parts
orThe whole works better than
any one of its parts.[To achieve our goal, we should
achieve synergy.]
![Page 33: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/33.jpg)
33
Defining Modern Advertising
![Page 34: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/34.jpg)
34
Six Basic Components
1. Paid2. (Non)-personal
communication3. Sponsor is identified4. Using (mass) media5. Tries to persuade or
influence6. Reaches large audience
![Page 35: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/35.jpg)
35
More Locking Devices
• Manilow• http://www.youtube.com/watch?v
=TW1VuvGjnSo • Longer• http://www.youtube.com/watch?v=JUQD2KIhSR
0&feature=related• Includes Print• http://www.youtube.com/watch?v=t_ibxFa2l4k&f
eature=related
![Page 36: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/36.jpg)
36
Federal Trade Commission
![Page 37: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/37.jpg)
37
Reaching the Desired Outcome
• Attitude
• Opinion
Education > Knowledge > Attitude > Behavioral Change > Output =
Desired Outcome
![Page 38: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/38.jpg)
38
More Locking Power – Oscar
• http://www.youtube.com/watch?v=ctNAs1K7nbo&feature=related
![Page 39: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/39.jpg)
39
Advertising is Synergy
![Page 40: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/40.jpg)
40
Demographics
• Vital statistics about human population– Age– Gender– Income– Education– Race– Etc.
![Page 41: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/41.jpg)
41
Psychographics
• Psychological characteristics – many times determined by standardized tests.
• Used for audience segmentation and fragmentation. Attributes relating to:– Personality– Values– Attitudes– Interests– Lifestyles
![Page 42: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/42.jpg)
42
Geodemographics
• A contraction of geography and demographics. A method of combining geographic and demographic variables of individuals who live in the same geographic area or region.
![Page 43: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/43.jpg)
43
Litwin’s 9 P’s of Marketing = Synergy
• Product• Place (Positioning)• Price• Promotion (Sales)
• Public Relations• Personal selling• Policy• Politics• Packaging
![Page 44: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/44.jpg)
44
Key Concepts of Marketing
![Page 45: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/45.jpg)
45
Features and Benefits
Features• Important characteristics of a
product or service.
Stress features to active audiences.
Benefits• The quality of product or
service that supplies satisfaction or need fulfillment to the consumer or audience member.
Stress benefits topassive audiences.
![Page 46: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/46.jpg)
46
Strategy
• Advertisers direct ads to identified audiences
• Advertisers create messages that speak to the audience’s concerns
• Advertisers run ads in the most effective media to reach the audience
• The logic and planning behind the ad that give it direction and focus
• Advertisers develop ads to meet objectives
![Page 47: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/47.jpg)
47
Superior tactics cannot overcome a flawed (business) strategy.
![Page 48: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/48.jpg)
48
11 Types of Advertising
• Brand• Retail or Local • Directory• Direct-Response• Business-to-Business • Corporate• Institutional (Product)• Recruitment• Political• Issue (Advocacy)• Public Service (Charity/Non-profit)
![Page 49: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/49.jpg)
49
26 Advertising Mechanisms or Techniques
• Co-op• Per Inquiry • Tie-in• Piggyback• Competitor• Product Placement• Product Integration• Silent Publicity • Advertorial• Infomercial
![Page 50: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/50.jpg)
50
26 Advertising Mechanisms
or Techniques (more)• Endorsement• Testimonial• Informational • Partnering (Partnership/Affinity/Sponsorship
Marketing)• Cause-Related Marketing (Positive Association/ Sponsorship Marketing) • Co-authoring• Co-branding
![Page 51: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/51.jpg)
51
26 Advertising Mechanisms
or Techniques (more)• Interactive • Scent/Aroma Marketing• Virtual• Specialty • Street Marketing• Viral Marketing (Word of Mouth – WOMM)• E-viral Marketing (Word of Mouse – E-WOMM) • Promotainment• House (Promo)
![Page 52: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/52.jpg)
52
What Makes an Ad Effective?
1. Gets your attention2. Delivers the
message3. Creates an
impression for a product or brand
4. Influences people to respond
5. Separates the product or brand from the competition
![Page 53: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/53.jpg)
53
Good or Great Ads Work on Two Levels Good or Great Ads Work on Two Levels
Achieve the Sponsor’s Objectives
Achieve the Sponsor’s Objectives
Satisfy the Customer’s Objectives by Engaging
Them & Delivering a Relevant Message
Satisfy the Customer’s Objectives by Engaging
Them & Delivering a Relevant Message
Characteristics of Great Ads
![Page 54: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/54.jpg)
54
Ogilvy’s Advertising Tenets
• Here are some advertising tenets that David Ogilvy offers:
– “Never write an advertisement you wouldn’t want your own family to read.”
– “The most important decision is how to position your product.”
– If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.”
– “Big ideas are usually simple ideas.”– “Every word in the copy must count.”
![Page 55: Rowan Intro to Advertising BIG Lecture No. 1](https://reader035.vdocuments.net/reader035/viewer/2022062513/5551cfd1b4c905922b8b5008/html5/thumbnails/55.jpg)
55
Locking Power – Big Mac
• http://www.youtube.com/watch?v=en4muUSIRT4&NR=1