Copyright, 1996 © Dale Carnegie & Associates, Inc. ADVERTISING “1. To call the public’s attention to things for sale, help wanted, etc., as by printed notices or announcements.”

Advertising 1. Supports the mass media1. Supports the mass media 2. Provides information2. Provides information 3. Promotes prosperous economy3. Promotes prosperous economy 4. Essential to new consumer economies4. Essential to new consumer economies 5. Globalization5. Globalization

Advertising History Johannes Guttenberg Printing press-movable type Johannes Guttenberg Printing press-movable type William Caxton First printed advertisement William Caxton First printed advertisement Benjamin Day Created New York Sun Benjamin Day Created New York Sun Wayland Ayer N.W. Ayer & Son 1st Ad Agency Wayland Ayer N.W. Ayer & Son 1st Ad Agency

Advertising History Edward Bok Magazine advertising code Edward Bok Magazine advertising code Congress creates Federal Trade Commission Congress creates Federal Trade Commission NBC establishes Code of Acceptable Advertising NBC establishes Code of Acceptable Advertising Media industries create Ad Council Media industries create Ad Council

Advertising Agencies STRUCTURE 1. Creative Directors 2. Account Executives 3. Media Buyers 4. Research Staff

Media Choices 1. Newspapers1. Newspapers 2. Magazines2. Magazines 3. Radio3. Radio 4. Television4. Television 5. Online Services5. Online Services

Newspaper - Advantages 1. Newspaper readers are: older, more educated, higher incomes.1. Newspaper readers are: older, more educated, higher incomes. 2. People ready to buy look more to newspapers than any other media.2. People ready to buy look more to newspapers than any other media. 3. Newspapers can be re-read.3. Newspapers can be re-read. 4. Coupons.4. Coupons. 5. Quick last minute changes5. Quick last minute changes

Newspaper - Disadvantages 1. Declining readership among young adults1. Declining readership among young adults 2. Newspaper ads do not look as good as slick magazine ads2. Newspaper ads do not look as good as slick magazine ads 3. Disposed of quickly - low frequency3. Disposed of quickly - low frequency

Magazines ADVANTAGES 1. Longer shelf-life - more exposure 2. Pass-along circulation 3. Magazines offer narrow demographics 4. Advertisements more brilliantADVANTAGES 1. Longer shelf-life - more exposure 2. Pass-along circulation 3. Magazines offer narrow demographics 4. Advertisements more brilliant DISADVANTAGES 1. Three month lead time for ad spaceDISADVANTAGES 1. Three month lead time for ad space

Radio ADVANTAGES 1. Easily identified target audiences 2. Fast response time 3. Comparatively inexpensive 4. Sounds contribute to a lasting imageADVANTAGES 1. Easily identified target audiences 2. Fast response time 3. Comparatively inexpensive 4. Sounds contribute to a lasting image DISADVANTAGES 1. No visual opportunities 2. Tune in and tune out 3. Background listening 4. No shelf lifeDISADVANTAGES 1. No visual opportunities 2. Tune in and tune out 3. Background listening 4. No shelf life

Television ADVANTAGES 1. Sound & pictures provide impact 2. Most effective way to reach a diverse mass audienceADVANTAGES 1. Sound & pictures provide impact 2. Most effective way to reach a diverse mass audience DISADVANTAGES 1. High production costs 2. High spot rates 3. Ad clutterDISADVANTAGES 1. High production costs 2. High spot rates 3. Ad clutter

Online Services ADVANTAGES 1. Deeper levels of information 2. More information available 3. High-resolution color, pictures, sound 4. Low cost of production and ratesADVANTAGES 1. Deeper levels of information 2. More information available 3. High-resolution color, pictures, sound 4. Low cost of production and rates DISADVANTAGES 1. Must have a computerDISADVANTAGES 1. Must have a computer

Advertising Tactics BRAND NAMESBRAND NAMES To make the name of a product a household word.To make the name of a product a household word. –Coke for cola –Kleenex for facial tissue –FOX 45 for WRGT –2News Your Weather Authority –WHIO - Coverage You Can Count On!

Advertising Tactics BRAND IMAGE David Ogilvy ’sBRAND IMAGE David Ogilvy ’s To give a product a unique image.To give a product a unique image. –Pepsi Generation –Hathaway shirts –Campbell soups –Bologna

Advertising Tactics LOWEST COMMON DENOMINATOR Rosser Reeves ’sLOWEST COMMON DENOMINATOR Rosser Reeves ’s Create a benefit, even if from thin air, then repeat it loudly and repeatedly as if the competition does not have it.Create a benefit, even if from thin air, then repeat it loudly and repeatedly as if the competition does not have it.

Advertising Tactics POSITIONING Jack TroutPOSITIONING Jack Trout Establish a product identity that appeals to a specific audience.Establish a product identity that appeals to a specific audience.

Advertising Tactics REPETITION 1. Barrages - Scheduling in bursts 2. Bunching - Promoting over a limited period of time 3. Trailing - Condensed versions 4. Multimedia Trailing - Less expensive media 5. Saturation - buy it all 6. Roadblock - Buy across media at same timeREPETITION 1. Barrages - Scheduling in bursts 2. Bunching - Promoting over a limited period of time 3. Trailing - Condensed versions 4. Multimedia Trailing - Less expensive media 5. Saturation - buy it all 6. Roadblock - Buy across media at same time

Advertising Tactics NEW TECHNIQUESNEW TECHNIQUES 1. Stealth Ads - Liz Taylor1. Stealth Ads - Liz Taylor 2. Product placement2. Product placement 3. Infomercials3. Infomercials 4. ‘zine4. ‘zine

Advertising Regulation Caveat emptor - caveat venditorCaveat emptor - caveat venditor 1. National Advertising Review Council1. National Advertising Review Council 2. American Association of Advertising Agencies2. American Association of Advertising Agencies 3. Ad Council3. Ad Council 4. Federal Trade Commission4. Federal Trade Commission

Advertising Issues 1. Advertising Clutter1. Advertising Clutter 2. Effectiveness2. Effectiveness 3. Globalization3. Globalization

Advertising 1. Supports the mass media1. Supports the mass media 2. Promotes prosperous economy2. Promotes prosperous economy 3. Essential to new consumer economies3. Essential to new consumer economies 4. Globalization4. Globalization

Advertising Who really pays for advertising?Who really pays for advertising? Are you getting your money’s worth?Are you getting your money’s worth? In the quest for larger audiences, have the mass media gone too far in content?In the quest for larger audiences, have the mass media gone too far in content? What should advertising’s role be in this?What should advertising’s role be in this?

FACT 2001 The first Baby Boomer will turn 55 years old The first Baby Boomer will turn 55 years old. Then, a Baby Boomer will turn 55 every 8 seconds for the next 18 years!Then, a Baby Boomer will turn 55 every 8 seconds for the next 18 years!

Nielsen Rating Book Is it accurate? Is it accurate? You be the judgeYou be the judge

Nielsen Media Research Designated Market Area - Dayton, OhioDesignated Market Area - Dayton, Ohio TV Households 506,000 Total persons (2+)1,271,000 Total persons (18+) 963,000 Total persons (18-34) 286,000 Total persons (18-49) 593,000 Total persons (25-54) 568,000 Total persons (50+) 371,000TV Households 506,000 Total persons (2+)1,271,000 Total persons (18+) 963,000 Total persons (18-34) 286,000 Total persons (18-49) 593,000 Total persons (25-54) 568,000 Total persons (50+) 371,000

Nielsen Media Research Designated Market Area - Dayton, OhioDesignated Market Area - Dayton, Ohio Women (18+)504,000 (18-34)144,000 (18-49)301,000 (25-54)289,000 (50+)203,000 Working Women228,000Women (18+)504,000 (18-34)144,000 (18-49)301,000 (25-54)289,000 (50+)203,000 Working Women228,000

Nielsen Media Research Designated Market Area - Dayton, OhioDesignated Market Area - Dayton, Ohio Men (18+) 460,000 (18-34) 344,000 (18-49) 696,000 (25-54) 660,000Men (18+) 460,000 (18-34) 344,000 (18-49) 696,000 (25-54) 660,000 Teens Girls (12-17) 112,000Teens Girls (12-17) 112,000 Children (2-11) 195,000 (6-11) 121,000Children (2-11) 195,000 (6-11) 121,000

Nielsen Media Research AREA BLACK HISP MULTI CABLEAREA BLACK HISP MULTI CABLE Metro Metro DMA DMA Dayton N/A N/ADayton N/A N/A

Nielsen Media Research Designated Market Area - Dayton, OhioDesignated Market Area - Dayton, Ohio TV Households506,000TV Households506,000 Diaries returned 715Diaries returned 715 TV Households per Diary 863TV Households per Diary 863

Thank you!