1. Advertising: Selling a Message
Chapter 11

2. When Does Targeting Get Creepy?
Target tracks buying, can tell when a woman is pregnant based on purchases
Sending baby coupons to someone who hasn’t announced a pregnancy could make people uncomfortable. How could Target target customers without letting them know their habits were being tracked?
Solution: Mix baby coupons in with those for other products.

3. The Development of the Advertising Industry
What is Advertising? “Any form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.”

4. The Birth of Consumer Culture
Industrialization Going from work done by hand in small shops to mass production of goods in factories
Modernization Changing from a society in which people’s identities are fixed at birth to a society where people can choose who they want to be and how they want to present themselves to the world

5. The Growth of Brand Names
Economy of abundance An economy in which there are as many or more goods available as people are able to buy
Brand names A word or phrase attached to prepackaged consumers goods so they can be better promoted and identified.
Early brands included: Quaker Oats, Pears’ Soap.

6. Advertising-Supported Media
1830s: Penny press newspapers
Mid-1800s: Consumer magazines
Radio and television well-suited as advertising media
“We’re in the business of selling audiences to advertisers. [The sponsors] come to us asking for women 18 to 49 and adults 25 to 34, and we try to deliver.” – Robert Niles, TV network marketing executive

7. Advertising-Supported Media
Local advertising Designed to get people to use local stores, businesses, or service providers
National advertising Designed to build demand for a nationally available product or service

8. Advertising-Supported Media
Direct-Action Message Designed to get consumers to go to a particular place or engage in a specific action, such as purchasing a product
Indirect-Action Message Designed to build the image of and demand for a product without calling for a specific action

9. Advertising-Supported Media
Advocacy Advertising Designed to promote a particular point of view rather than a product or service; can be sponsored by a government, corporation, trade association, or non-profit association
Public Service Advertising Designed to promote the messages of non-profit institutions and government agencies

10. Advertising-Supported Media
Trade Advertising
Also called business-to-business advertising Promotes products and services to other businesses

11. The Advertising Business
Client The company with something to sell
Agency (may be in-house or contracted) Advertising professionals
Media Where the ads appear
Audience Message recipients

12. The Client

13. The Agency
Research and planning How do you meet the clients’ objectives? Do the ads accomplish what the client wants?
Creative activity Creating the ad itself; often a tension between creativity and salesmanship
Media Planning Deciding which media provide the most cost effective way to reach the target audience

14. The Media Newspapers Magazines Outdoor Billboards Radio Television
Digital

15. The Audience
Targeting Trying to make a product or service appeal to a narrowly defined group.
Targeting is done with
demographics
geographics
psychographics

16. The Audience Psychographics and VALS
Not just who the audience is, but what motivates them
Psychographics look at people’s lifestyles, relationship to the product, and personality traits.
VALS, developed by SRI International, places people in eight categories based on motivation and level of resources.

17. The Audience Case Study: Targeting Gay Consumers
Perceived by advertisers as upscale and educated
Gay market estimated at $641 billion
Absolut® vodka was an early gay advertiser.
Gay-targeted ads becoming increasingly mainstream (Secret #3)

18. Advertising in Contemporary Culture
Advertising makes you buy things you don’t want.
Reality: suggests a possible need
Advertising makes things cost more.
Reality: Advertising lowers costs by raising demand.
Advertising helps sell bad products.
Reality: Not for very long
Advertising is a waste of money.
Reality: Sustains goods moving through the pipeline to keep economic growth going

19. The Problem of Clutter
Clutter The large number of non-programming messages that compete for consumer attention on radio, television, and the Internet.
Breaking through the clutter is an ongoing challenge for advertisers.
Creative advertising makes products stand out.
Ads can become more important than programs.

20. Debunking Subliminal Advertising
When messages that are allegedly embedded so
deeply in an ad that they cannot be perceived
consciously

21. When Advertisements Are More Important Than the Program
Apple’s 1984 Super Bowl Ad
Introduced Macintosh computer
Indirect action, national ad
One of the most memorable commercials ever
Established idea of event commercial
Early example of integrated marketing communication

22. Advertising to Children
Children are a growing advertising market.
A 1978 study said children see 20,000 television commercials a year. (Broadcast TV only)
In 40+ years since then add:
product placement
in-school programs
mobile phone ads
ads in video games

23. Advertising to Children
Food Ads Directed at Kids
Does food advertising contribute to childhood obesity?
Should advertising of “junk food” to children be limited? (What is “junk food”?)
Should there be other limits on advertising to children?
What would the consequences be of not advertising to children?

24. Integrated Marketing Communication
An overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media

25. Integrated Marketing Communication
Case Study: Denny’s IMC
Reintroduced brand to light and lapsed customers
Super Bowl & newspaper ads
Free Grand Slam promo
Press kit / media attention
Website
Evaluation

26. Media Transformations: From Advertorials to Native Advertising
Advertisers have long wanted ads to look like editorial content.
Native ads are more sophisticated version of old “advertorials.”
Native ads often have editorial staff of publication working on them.
Blurring line between ads and editorial
Potential to go very wrong if native ads are bad match to publication

27. Is Anyone Watching Television Ads?
Loss of television audience to DVR/streaming
Rise of mobile advertising; potential for location- based advertising

28. Product Placement Product Integration
When the product or service being promoted is not
only seen, but is central to the story

29. The Long Tail of Advertising
Long Tail: Google AdWords and AdSense
Big problem with Internet advertising: documenting how many people have actually clicked the ad

30. Social Marketing
Social marketing: Using credible people on social media to promote your product
What is vital to social marketing campaigns: viewers need to perceive it as real