ADVERTISING

To what extent do you think your purchases are influenced by advertising? How many advertising messages do you think you see or hear on an average day? How many times do you think you have to see an ad or a brand name before you remember it? When has advertising ever persuaded you to buy things you don’t need, or even things you don’t want? MK, p.69

Advertising’s aim: - to sell a product - to educate people about new products Advertising is: - part of economic process, allowing new products to enter market, old products to reposition themselves in market

“Bad advertising can unsell a product.” “A good advertisement is one which sells the product without drawing attention to itself.” “Bad advertising can unsell a product.” David Ogilvy Have you seen an advert recently which you particularly liked or disliked? Did it actually persuade you to buy or put you off buying what it was advertising?

number of consumers from many different cultural backgrounds the globalisation of the markets global advertising a global advert needs to appeal to the greatest number of consumers from many different cultural backgrounds

Global ad must be: -Simple -clever -Informative -cool -Entertaining -sexy -Amusing -timeless -Visual -controversial Is there anything it should not be?

“THINK DIFFERENT” Apple Computer “Think outside the box” 1990s

“DON’T LET THIS BE OUR FUTURE” SAVE OUR RAINFOREST, STOP GLOBAL WARMING.

…………. and NOW …. UNITED COLOURS OF BENETTON

The role of publicity Luciano Benetton : "The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values (...) We need to convey a single strong image, which can be shared anywhere in the world." Oliviero Toscani pursues this : "I am not here to sell pullovers, but to promote an image"... Benetton's advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids...

Ads as Art Designed by the founder of Pop Art Andy Warhol – 21st century icon “Advertising is the greatest art form of the 20th century.” Marshall McLuhan, the Canadian communications theorist

Succesful advertising slogans “Just for the taste of it” “Just do it” “Think different” “Don’t leave home without it” “Sheer Driving Pleasure” “There are some things money can’t buy. For everything else, there’s MasterCard”

QUOTES Advertisement, gap, good, which half, market, commercials Never mind the gap in the…. Is there a market in the ……? I know half the money I spend on advertising is wasted. The trouble is I don’t know….. The best …… is a good product. You can tell the ideals of a a nation by its …… All publicity is …… publicity.

How companies advertise in the company by own advertising departments hiring advertising agencies more resources more knowledge

Hiring an advertising agency The client company gives: 1. Budget - an amount of money 2. Brief – objectives of the advertising campaign 3. Advertising strategy – message / media

The advertising agency Creates advertisements 2. Develops a media plan 3. Does research of the target market

Spending on advertising a) fixed percentage of current sales revenue b) the comparative-parity method Spend as much as their competitors. Excessive advertising is counter-productive → it doesn’t lead to increased sales!

Watch and answer the questions http://www. youtube. com/watch Why was it necessary to change the advertising of Marlboro? What was the originial target market of Marlboro? Who did they decide to concentrate on afterwards? Why did the new icon fit the new target market? What was the result of the changed advertising? Retell the story of the Ford Edsel. Why didn’t advertising help with sales?

ADVERTISING MEDIA 1. Print media – newspapers, magazines, brochures, leaflets, journals 2. Broadcast media – TV, radio, cinema 3. Endorsement – famous people speak on behalf of a product 4. Outdoor advertising – posters, billboards 5. Displays of logos – at stadiums, on clothes, bags, stationery etc.

6. Websites - e-commerce, video games, banner advertisements at the top or bottom of a web page, pop-up pages on the Internet 7. Transportation - public transport vehicles, stations, stops 8. Point of sale - window displays, product demonstration, stands 9. Free samples of products - given away in public places 10. Sponsorships - racing cars, championships, sports events 11. Viral marketing – information about products is spread by people telling other people or sending on emails (buzz marketing)

Word-of-mouth advertising Viral marketing (spreading commercial messages, like a virus, via peer-to-peer networks on the internet – hotmail, blogs, online forums, YouTube)