1. The Nuts and Bolts of Advertising Marketing 2: October 8, 2012 Today: The Nuts and Bolts of Advertising

2. Fact: Marketing is not a battle of products, it’s a battle of perceptions.

3. Fact: Perception is reality. Everything else is just an illusion…which makes ADVERTISING all the more important!  Imagine if people PROMOTED themselves in a way that didn’t put their best face forward?

4. What if companies failed to put a positive spin on what they do and what they’re about???

5. Promotion is truly the business of changing people’s minds (i.e., changing their perceptions) Ask yourself…  Could Harley Davidson launch a profitable automobile?  Why or why not? (Jot down your ideas...)

6. Ask yourself…  Why is Campbell’s soup No. 1 in the U.S.. And nowhere in the U.K.? Why is Heinz soup No. 1 in the U.K. and a failure in the U.S.?

7. To Do -Today…  If it’s true that you really are what other people think you are (and for purposes of this class we’re going to buy into that notion), what does that make you? To Do: Write one paragraph on this topic. Then, in a second paragraph, tell me how you would like to change or improve this perception. (To be handed in at the end of class. Use MS Word to complete this…)