Advertising/Media

Tonight Ads Ads Quiz Quiz Advertising Advertising 2

Harvard Extension Wants to grow by 20% next year Wants to grow by 20% next year How would you position the school How would you position the school What is its competitive advantage What is its competitive advantage What are 2-3 key marketing messages in support of CA and positioning What are 2-3 key marketing messages in support of CA and positioning 3

4 What is Advertising? “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that____________”* “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that____________”* *David Ogilvy, Ogilvy on Advertising

5 What is Advertising? “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that YOU BUY THE PRODUCT”* “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that YOU BUY THE PRODUCT”* *David Ogilvy, Ogilvy on Advertising

6 Advertising v Marketing “Marketing is a strategic activity and a discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money…advertising is one of the tools in your toolbox.” * “Marketing is a strategic activity and a discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money…advertising is one of the tools in your toolbox.” * *Sergio Zyman, The End of Marketing as We Know It

7 Definition? So, what is advertising????? So, what is advertising?????

8 What is Advertising Advertising is a paid form of communication, usually where the sponsor is identified, that attempts to persuade potential customers to purchase or to consume more of a particular brand, product or service Advertising is a paid form of communication, usually where the sponsor is identified, that attempts to persuade potential customers to purchase or to consume more of a particular brand, product or service

9 Why Advertise?

10 Why Advertise? Awareness Consideration Preference Purchase Gain attention of target market

11 Why Advertise? Awareness Consideration Preference Purchase Gain attention of target market Create interest in product

12 Why Advertise? Awareness Consideration Preference Purchase Gain attention of target market Create interest in product Create preference/desire for your product

13 Why Advertise? Awareness Consideration Preference Purchase Gain attention of target market Create interest in product Create preference/desire for your product Motivate action/purchase

14 Advertiser’s Challenge Finding the right combination of media outlets to express the right message to achieve intended results Finding the right combination of media outlets to express the right message to achieve intended results Key questions Key questions Who is target? Who is target? Where are they in process, or what do I want to accomplish? Where are they in process, or what do I want to accomplish? Create awareness Create awareness Explain a product Explain a product Develop an image Develop an image Close the deal Close the deal How much can I spend? How much can I spend? How will I measure impact? How will I measure impact? Define Advertising Goals-Measure Advertising Results Define Advertising Goals-Measure Advertising Results

15 Pros/Cons Media MediumAdvantagesDisadvantages Newspapers Geographic selectivity and flexibility Short term advertiser commitment News value and immediacy Short lead time Little demographic selectivity Limited color capabilities Low pass along rate May be expensive Declining readership Magazines Good color reproduction Demographic selectivity Regional selectivity High pass along rate Long term commitment Limited demonstration capabilities Lack of urgency Long lead time Radio Low cost Immediacy of message Can be done on short notice No seasonal change in audience Short term commitment No visual treatment Short message life High frequency required to generate retention Commercial clutter

16 Pros/Cons Media MediumAdvantagesDisadvantages Television Wide diverse audience Low cost /thousand Creative opportunities for demonstration Immediacy of message Entertainment carryover Demographic selectivity (w/cable) Short life of message Growing consumer skepticism High campaign cost Long production time Commercial clutter Outdoor Repetition Moderate cost Flexibility Placement selectivity Short message Lack of demographic selectivity Competes w other noise Internet Ability to reach narrow audience Short lead time Moderate cost Difficult to measure effectiveness Exposure relies on click through rates Requires internet access

17 $149 Billion Ad Spend US (+16%) (-5%)

18 PR vs. Advertising AdvertisingPR Pay for the media (and what is shown/heard) Total control of content and some control over placement High degree of consumer skepticism, if not resistance More expensive Do not pay for media No control over content; no control over placement Some degree of consumer skepticism Nearly free

19 Where do “modern” techniques fit? Which is product placement? Which is product placement? Which is viral marketing? Which is viral marketing? How does viral differ from word-of-mouth? How does viral differ from word-of-mouth? Control ebbs from Advertising to PR to viral; belief (of some) is that credibility works inversely Control ebbs from Advertising to PR to viral; belief (of some) is that credibility works inversely Key is transparency and source of “word-of-mouth” Key is transparency and source of “word-of-mouth”

What Makes a “Good” Ad 20

What Makes a “Good” Ad Breaks through Breaks through Memorable Memorable Achieves one of the following Achieves one of the following Creates awareness Creates awareness Explains a product Explains a product Develops an image Develops an image Closes the deal Closes the deal 21

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