Myleea Hill Arkansas State University Summer 2008 JOUR 3023 Welcome/Overview1

 Welcome to Principles of Advertising!  This on-line course is streamlined – ◦ Thorough coverage of material. ◦ Efficient use of time. ◦ Emphasis on independent and critical thinking.  Review syllabus objectives and assignments.  Set your schedule.  Success is up to you! JOUR 3023 Welcome/Overview2

 Textbook Units ◦ Foundations ◦ Planning and Strategy ◦ Media ◦ Message and Creative ◦ Integration and Evaluation JOUR 3023 Welcome/Overview In Other (My) Words…  Ads in the your world  The ad key  Advertising and PR  3(M) X 3(1) 3

 Think about advertising’s impact on the world  First, think globally. ◦ How has advertising affected historical events in the world? ◦ What about current events? Anything going on in the world now in which advertising is playing a role? ◦ (If you can’t think of anything, just wait till later this summer when the Olympics take center stage.) JOUR 3023 Welcome/Overview4

 Now think about ads a little closer to home – either nationally or even state-wide. ◦ Can you think of any national events that were affected by advertising? ◦ Or, would it be easier to say – can you think of something that WASN’T affected by advertising? ◦ Advertising is part of our national/state communication. JOUR 3023 Welcome/Overview5

 Now, get really personal as you think about advertising – how have or do ads affect you? ◦ Tendency to think they don’t, but be honest. ◦ Ads inform us. Can you think of a purchase you made as a result of gaining information from ads? ◦ Ever use ads to try to sell something? ◦ What are your favorite brands? Why? ◦ For me, the car I drive is a direct result of seeing an ad. The model wasn’t available in my area, but I saw an advertisement on an out- of-market channel and got a dealer to order it. (After a ton of other research, of course.) JOUR 3023 Welcome/Overview6

 How different would your world be without advertising? ◦ Text will discuss several roles of advertising. ◦ My point is that advertising plays an integral role in our lives, so pervasive we might not even notice – except when a spot interrupts the middle of our favorite show! But, that’s another story. JOUR 3023 Welcome/Overview7

 The everybody audience is the nobody audience! ◦ There you have it; the key to the course and successful advertising. ◦ Keep this in mind no matter what you are writing, planning, promoting, etc. ◦ The better you know the market you are trying to reach, the more successful you can target your advertising campaign. JOUR 3023 Welcome/Overview8

 Ideally, advertising and PR are integrated.  Need to understand distinction of terms.  To best understand, pick up a newspaper, go to a news website, or turn on a news show.  Note: My explanation is quite general and is based on traditional media relations. There could and will be overlap, but I hope the next slide helps give you a framework. JOUR 3023 Welcome/Overview9

 Picture advertising and PR on opposite sides of a see saw (teeter- totter.) JOUR 3023 Welcome/Overview Advertising Public Relations CredibilityEarnedControlPaid 10

 Advertising is paid, which gives more control. ◦ Advertiser controls message, not media outlet. ◦ Placement can be guaranteed by purchase. ◦ Not likely bumped (except for weather/emergencies)  PR is earned (not free), gives more credibility. ◦ Third-party messenger edits the message. ◦ Placement based on newsworthiness. ◦ Subject to being bumped for other news. JOUR 3023 Welcome/Overview Advertising Public Relations CredibilityEarnedControlPaid 11

 Did you find examples of PR and advertising in the news media? What were the differences?  Common adage: If an announcement is run once, it’s news. If it’s run twice, it’s an ad.  (Note that I said advertising AND public relations, not advertising VS public relations. The more integrated they become – and the more the wall crumbles between advertising dollars emphasizing what is covered by the news room -- the more important it is to understand how to effectively balance the roles of both.) JOUR 3023 Welcome/Overview12

 The Sweet Spot of Advertising is … JOUR 3023 Welcome/Overview MarketOne Person MediaOne Focal Point MessageOne Key Message 13

 The three Ms of advertising are ◦ Market ◦ Media ◦ Message  You must know your target market (also known as audience or public) so you can choose correct media with the right message.  The more you narrow and define your market, the better you can select the appropriate media and message points for your campaign.  EVERYBODY AUDIENCE IS NOBODY AUDIENCE! JOUR 3023 Welcome/Overview14

 The three 1s of advertising get more personal. ◦ Design a profile (or choose ONE actual person) that represents your target audience. ◦ Create an ad that would get that person’s attention using ONE key focal point. (No clutter!) ◦ Write an ad with ONE key message point that is most relevant to your profile person.  ONE PERSON, ONE POINT, ONE MESSAGE. JOUR 3023 Welcome/Overview15

 Welcome aboard.  Set your pace.  Log on Blackboard.  Get your syllabus.  Read your book!  Write/ask questions  Mix and mingle. JOUR 3023 Welcome/Overview16