1. A Passion for the Business
Introduction
to Advertising
A Passion for the Business
Chapter 1

3. SURPRISE QUIZ?

15. Who am I?
Veni Vidi Vici

16. Questions We’ll Answer
CHAPTER KEY POINTS
Questions We’ll Answer
What is advertising and what are its key components?
How has advertising evolved?
What are advertising’s main roles?
Who are the key players in advertising?

17. Defining Modern Advertising
WHAT IS ADVERTISING?
Defining Modern Advertising
The Evolution of the Definition of Advertising
Identification
Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store.

21. Lincoln Cathedral-1400 A.D.

22. Defining Modern Advertising
WHAT IS ADVERTISING?
Defining Modern Advertising
The Evolution of the Definition of Advertising
Identification
Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store.
Information
Gutenberg’s movable type mechanized the printing process leading to mass communication.

24. Defining Modern Advertising
WHAT IS ADVERTISING?
Defining Modern Advertising
The Evolution of the Definition of Advertising
Identification
Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store.
Information
Gutenberg’s movable type mechanized the printing process leading to mass communication.
Promotion
The Industrial Revolution led to surplus goods, improved transportation, and the need for new media.

25. When supply outstrips demand
Wants vs. Needs
Need to create preference

28. Defining Modern Advertising
WHAT IS ADVERTISING?
Defining Modern Advertising
The Evolution of the Definition of Advertising
Identification
Simple images found in ancient Babylonia, Egypt, Greece, and Rome identified a business, manufacturer, or store.
Information
Gutenberg’s movable type mechanized the printing process leading to mass communication.
Promotion
The Industrial Revolution led to surplus goods, improved transportation, and the need for new media.
Brand Sales
Advertisers became concerned about making ads that worked and defining standards of effective advertising.

33. Defining Modern Advertising
WHAT IS ADVERTISING?
Defining Modern Advertising
A type of communication intended to impact consumer thoughts, feelings and actions.
A form of marketing communication

34. Defining Modern Advertising
WHAT IS ADVERTISING?
Defining Modern Advertising
Five Basic Factors of Advertising
Paid communication
Sponsor is identified
Tries to inform or persuade
Reaches a large audience
Message conveyed through many different kinds of largely nonpersonal mass media

35. What is your book’s definition?
“Advertising is a paid form of communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience) and provide information about products (goods, services, ideas).”

36. Let’s have a working definition
Advertising is a sponsored media message intended to persuade you to think, do, or buy something.

37. Components of Advertising
WHAT IS ADVERTISING?
Components of Advertising
Strategy
Creative idea
Execution
Media
The strategy is the logic and planning behind the ad that gives it direction.

38. Components of Advertising
WHAT IS ADVERTISING?
Components of Advertising
Strategy
Creative idea
Execution
Media
The central idea grabs the consumer’s attention and sticks in memory.

39. Components of Advertising
WHAT IS ADVERTISING?
Components of Advertising
Strategy
Creative idea
Execution
Media
Production Values

40. Components of Advertising
ROLES AND TYPES OF ADVERTISING
Components of Advertising
Strategy
Creative idea
Execution
Media
Television, Internet, magazines, and other media are used to reach a broad audience.

41. ROLES AND TYPES OF ADVERTISING
Roles of Advertising
Marketing
Communication
Economic
Societal
Marketing is satisfying customer wants and needs by providing products (goods, services, ideas).

42. ROLES AND TYPES OF ADVERTISING
Roles of Advertising
Marketing
Communication
Economic
Societal
Advertising is a message to a consumer about a product, designed to create a response.

43. ROLES AND TYPES OF ADVERTISING
Roles of Advertising
Marketing
Communication
Economic
Societal
Cost-efficient and lowers prices for consumers.
Advertising creates a demand for a brand using hard sell (persuading) and soft sell (image building) techniques.

44. ROLES AND TYPES OF ADVERTISING
Roles of Advertising
Marketing
Communication
Economic
Societal
Informs about innovations and issues
Helps us compare products
Mirrors fashion and design trends
Helps shape consumer self-image
Facilitates self-expression
Presents images about diversity in our world

45. ROLES AND TYPES OF ADVERTISING
Brand Advertising
Focused on long-term brand identity and image
Retail or Local Advertising
Focused on selling merchandise in a geographical area
Direct Response Advertising
Tries to stimulate a sale directly
Business-to-Business
Sent from one business to another

46. Brand ad
Ariel Ad

50. Brand or Retail?
Burger King

51. ROLES AND TYPES OF ADVERTISING
Institutional (Corporate) Advertising
Focused on establishing a corporate identity or winning the public over to the organization’s point of view
Nonprofit Advertising
Used by nonprofits like charities, hospitals, orchestras, museums, and churches for customer, members, volunteers, and donors
Public Service Advertising
Usually produced and run for free on behalf of a good cause

52. Honda
Asimo ad

53. PSA from Best of T1 2006/2007 reel

54. Advertiser Advertiser (client) Agency Media Supplier Audience
THE KEY PLAYERS
Advertiser
Advertiser (client)
Agency
Media
Supplier
Audience
Wants to send out a message about its business

55. THE KEY PLAYERS
Top Ten U.S. Advertisers

56. Agency Advertiser (client) Agency Media Supplier Audience
THE KEY PLAYERS
Agency
Advertiser (client)
Agency
Media
Supplier
Audience
Agencies have the strategic and creative expertise, media knowledge, talent, and negotiating abilities to operate more efficiently than the advertiser.
Some large advertisers have in-house departments.

57. Top Agencies McCann-Erickson BBDO JWT Y&R DDB O&M Grey Campbell-Ewald
Draft FCB
TBWA
Saatchi & Saatchi
Leo Burnett

58. Homework Visit the sites of the top 5 ad agencies
Write a paragraph about which one impressed you the most and why.
to Kate (cc: me) before next class.

59. Inside an ad agency

60. Media Advertiser (client) Agency Media Supplier Audience
THE KEY PLAYERS
Media
Advertiser (client)
Agency
Media
Supplier
Audience
Media are channels of communication that carry the message to the audience.
They’re vehicles, but also large media conglomerates like Time Warner and Viacom.
Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches.

61. Supplier Advertiser (client) Agency Media Supplier Audience
THE KEY PLAYERS
Supplier
Advertiser (client)
Agency
Media
Supplier
Audience
Service organizations that assist advertisers, agencies, and the media in creating and placing ads by providing specialized services
Artists, writers, directors, photographers, producers, printers, freelancers, and consultants

62. Audience Advertiser (client) Agency Media Supplier Audience
THE KEY PLAYERS
Audience
Advertiser (client)
Agency
Media
Supplier
Audience
People to whom an ad is directed —their responses determine if advertising is effective.
Targeting is the process of identifying the people in the desired audience.

63. THE DEVELOPMENT OF ADVERTISING
Advertising Timeline
Stage 1: Age of Print
Stage 2: Emergence of Consumer Society
Stage 3: Modern Advertising Era
Stage 4: Age of Agencies
Stage 5: The Creative Era
Stage 6: The Accountability Era
Stage 7: Age of Social Responsibility

64. Evolution of Products Commodities Products Trademarks Brands
Lovemarks?

65. Bill Bernbach:
“Rules are what the artist breaks. The memorable never emerged from a formula.”

67. The greatest commercial ever made
1984

68. The New Advertising (Model)
CURRENT DEVELOPMENTS
The New Advertising (Model)
Electronic media are making advertising more intimate, interactive, and personalized.
Advertising must evolve to keep up with technology.
Creativity involves more than just the ad’s big idea, but finding new ways to engage consumers beyond traditional mass media.

69. CURRENT DEVELOPMENTS
Interactivity
People contact companies by phone, the Internet, and through friends.
Buzz is getting people to talk about the event, idea or brand.
40% of brand buzz takes place online.

70. Pet Blog

71. Integrated Marketing Communication (IMC)
CURRENT DEVELOPMENTS
Integrated Marketing Communication (IMC)
IMC means unifying all marketing communication messages and tools to send a consistent, persuasive message promoting the brand’s goals.
Synergy means messages have more impact working jointly than on their own.

72. What Makes an Ad Effective?
CURRENT DEVELOPMENTS
What Makes an Ad Effective?
Gets attention
Creates a positive impression for a brand
Separates the brand from the competition
Influences people to respond in the desired way
An ad that works—that is effective—is one where the target audience responds as the advertiser intended.

73. If you remember one thing
Effectiveness is the target audience responding as the advertiser intended

74. Vicky’s Corner