the advertising industry lecture 4. organizations within advertising there are four distinct groups:...
TRANSCRIPT
![Page 1: The Advertising Industry Lecture 4. Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota,](https://reader036.vdocuments.net/reader036/viewer/2022072006/56649f535503460f94c77eeb/html5/thumbnails/1.jpg)
The Advertising Industry
Lecture 4
![Page 2: The Advertising Industry Lecture 4. Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota,](https://reader036.vdocuments.net/reader036/viewer/2022072006/56649f535503460f94c77eeb/html5/thumbnails/2.jpg)
Organizations within Advertising
There are FOUR distinct groups:
1. The Advertisers (clients): E.g., Honda, Toyota, Mcdonalds.
2. The Advertising Agencies: the companies that prepare promotional materials.
3. The Suppliers: includes photographers, graphic designers, video recording specialists.
4. Media: launches the promotional/advertising campaigns in pursuit to reach the target audience.
![Page 3: The Advertising Industry Lecture 4. Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota,](https://reader036.vdocuments.net/reader036/viewer/2022072006/56649f535503460f94c77eeb/html5/thumbnails/3.jpg)
Local Advertising: Rules• Stand out from competition.• Use a simple layout.• Use a dominant element.• Stress upon the benefits.• Make the headline count.• Watch your language.• Let white space work for you.• Make the copy complete-emphasis benefits most appealing
to customers.• Make your visual powerful and eye catching.• State price range.• Specify branded merchandise.• Include related items.• Urge readers or viewers to buy now.
![Page 4: The Advertising Industry Lecture 4. Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota,](https://reader036.vdocuments.net/reader036/viewer/2022072006/56649f535503460f94c77eeb/html5/thumbnails/4.jpg)
Local Advertising: Rules
• Don’t forget store name and address.• Don’t be too clever.• Don’t use unusual or difficult words.• Don’t generalize- be specific.• Don’t make excessive claims- lose credibility.• Plan ad size carefully.• Consider your target customers.• Use tie-ins with local or special news events.
![Page 5: The Advertising Industry Lecture 4. Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota,](https://reader036.vdocuments.net/reader036/viewer/2022072006/56649f535503460f94c77eeb/html5/thumbnails/5.jpg)
Transnational Advertisers
• Multinationals often spend large sums of money on advertising overseas.
• Multinationals adopt TWO major ways of advertising overseas: Standardized and Customized.
• Standardized: MaxFactor and HP.
• Customized: McDonalds, Coca Cola, Peugeot.
![Page 6: The Advertising Industry Lecture 4. Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota,](https://reader036.vdocuments.net/reader036/viewer/2022072006/56649f535503460f94c77eeb/html5/thumbnails/6.jpg)
Discussion Question
• “OLYMPUS”- Camera
• Design a mini-advertisment for OLYMPUS. You may adopt either a Standardised or a Customized Approach. You must specify what locations/countries it is targeted for. You must invent a SLOGAN relevant to the product.