1. Advertising
Chapter 11

2. Early Advertising Signs Handbills Newsletters Classified ads
Penny press

3. Advertising Profession
‘Persuasive communication that is paid for’
Agents
Arranged for purchase of ad space

4. Advertising Pioneers Volney Palmer George P. Powell Albert Lasker
First advertising agency
Fees from publishers
George P. Powell
Brokered ad space to clients
Advised clients on which space to buy
Albert Lasker
War propaganda

5. Broadcast Advertising
Rise of radio
Sponsorship
Spot advertising
Television
Explosion following WWII
Key creative medium for advertisers

6. Hard Sell vs. Soft Sell Hard Sell Soft Sell Facts ‘Reason why’ ads
Emotional
Entertainment
Values

7. Advertising Big 5 Venues
Newspapers
Magazines
Radio
Television
Outdoors

8. Integrated Marketing Communication
Pulls together all forms of advertising & marketing
Uses all available channels to get advertising message across
Combines marketing, advertising & public relations

9. Advertising Online Buttons Intermercials Pop-ups
Scroll over to bring up ads
Intermercials
Come on when clicking for content
Prior to viewing content
Pop-ups
Mixed reviews, annoy some audiences

10. Advertising Online Blogs Viral marketing
Can be used to advertise products
Contain advertising
Viral marketing
Place ideas in areas where online community will comment on them
Chat rooms, message boards
Act ‘as if’ part of the community to get message out
Goal: stimulate discussion of brand

11. Advertising Technology
Databases
Data mining
Collect and cross-match personal information
Develop profiles based on demographics
Target market consumers in myriad ways

12. Advertising Technology
Information attached to credit & bank card activity
Store purchases
Discount market cards
Websites, TiVo, etc. collect consumer preferences
Information bought and sold by advertisers
Permission marketing

13. Spam Unsolicited advertising via email or the Web Can-Spam Act 2003
Top consumer complaint
Direct marketers ‘harvest’ addresses
Sell to spammers
Can-Spam Act 2003
Limited regulations on spamming

14. New Advertising Strategies
DVRs & other technologies allow viewers to eliminate traditional commercials
Also collect preferences from viewers and report via modem
New TV strategies:
‘Advertainment’ – ads as programs
Product placement – products in programming
Storylines about products

15. Advertising Process

16. Branding Brand is unique image for specific type of product
Brands try to evoke emotions
Brand goal is loyalty
Consumers become attached emotionally to particular brands
Repeated purchases & related advertising cement loyalty

17. Top 10 Advertisers

18. Advertising Plan Situation analysis Objectives Target market profile
Positioning statement
Creative strategy
Media plan

19. Advertising Approaches
Give new information
Reinforce a current practice
Change a predisposition

20. Advertising Approaches
Emotion or Information?
Advertising Approaches

21. Advertising Issues Portrayal of women & minorities Globalization
Mainly celebrities
Power differences
Globalization
Cultural differences require different approaches
Ads may not be appropriate for all cultures