Download Intro to Advertising and Integrated Brand Promotion Lecture 1

Intro to Advertising and Integrated
Brand Promotion
Lecture 1
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The New Advertising and PR
o Define what it is and isn’t
o Classify by objectives
o Outline the process
o What makes an ad good/great?
! If they remember the brand
! Something that makes an impact
Rating the ad
o Mini cooper: great
o Porsche: great
o Heineken: good
o Texting: great
o Godiva: good and very memorable
o All of these were award winning
o Ads can say different things about different people
Advertising is everywhere
o coke: the most recognizable brand in the world
Advertising surrounds us
o most people like it
o helps us with product information
o supports the media they use (things would cost more without it)
o advertising can be fun
Why are you interested in advertising and PR?
o Does advertising/PR work
o How can adv/PR work better
o Is it interesting to me
What is advertising (90% plus more said this)
o Branded messages on cable (ESPN)
o Branded message in magazines (Rolling Stones)
o Mail about staying at Disneyland
o Products seen in game shows (The Price is Right)
Yellow pages
Billboards
Sponsored sports teams
! A Texas football player with the logo
o Examples
! Watches on bus handles
! Folgers on street with steam coming out of it
! Heineken billboard
! Watches on bus handles
! Don’t drink and drive: in another language but we know what it means
! West Jet: Santa at the airport, millions of views on YouTube
Advertising is a communication process of using paid media to reach a selected audience with a
persuasive message.
o Communication process/identified source
o Paid media (PR can’t get the exact message they want because they need to pay for it)
o Selected audience (hand select the audience, very specific)
o Persuasive message (trying to get someone to do something)
Process involves
o Marketer
o Audience (consumer of B2B)
o Message (very particular about what goes into a message and who sees it)
o Objective
What advertising is and isn’t
o Editorial program content, many confuse this with product placement (lines are blurring)
o PR and publicity
! PR: practice of managing the flow of info between an organization and its
publics with the goal of positive exposure
! Publicity: marketers supplying information to the media, can also have brand
advocates in the field trying to convince you of the product
o Sales promotion: short term programs designed to get consumers to buy a product
! Can be in ads but not ads themselves
! 0% interest
! No money down
o Packaging: design and execution of a product’s labelling/container
o Direct/database marketing: distribution channel of marketing direct to end users using a
database to eliminate intermediaries
IBC
o Combines communication tools of advertising, PR, publicity, sales, promotion,
packaging, and direct marketing for maximum impact
o One consistent message about the brand
Classify the ads
o Media: TV and banner ads
o Geographic area: appear in the ATX/DFW
o Product/service category: soft drink ads, beer ads
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o By objective: most effective way, purpose of the ad classified in five categories
Advertising classified by objective
o Consumer adv
o Business/trade adv
o Retail/local adv
o Corporate adv
o Noncommercial adv
o Consumers buy red colored nails
Consumer Adv
o Brand adv: preference for a brand
o Direct response/interactive/social media adv: direct response adv
o Combining brand/response: relationship building ads
o Examples
! Bravia: color like no other, very global
! EDS: cat herding ad, don’t let anyone tell you it’s easy
! Leica shop camera: anti shake feature on camera, bar tender
! Berlitz: improve your English, we are shrinking
! Old spice: look at me now look back at your man
o Direct response/interactive/social media
! Google searcher with consumer ads
! Facebook
! Email
o Combining brand/response
! REI ad with website
Business and trade Advertising
o Stuff we don’t do very often
o Business: designed to reach and motivate business buyers, whether they’re agents or
business (B2B)
! Mpsiys: consumer research, we don’t know what it is
! Harris Interactive
o Trade: solely to motivate intermediaries
! Convenience store to stock up on products
! White castle
Retail local advertising
o Draw on consumers from a local trading area into a business that serves the public
o Examples:
! Nike map
! For eyes
! Little league baseball
! GA car credit: this ad was awful but popular
Corporate/institutional Advertising
o Designed to convey a favorable impression of an organization’s policies, products, and
overall corporate health to its various publics
o Examples:
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! Got milk
! Honda: traveling and changing Hondas
Noncommercial advertising
o Adv ran by politicians, charitable and nonprofit organizations and advocates of causes or
to win support from their publics
o Political, public service, causes/advocacy
o Examples:
! Art museum
! Thyroid cancer
! Lorillard
! Adopt a pet
! Watch out what your child is watching
! MCAC male cancer
! Against steroids
! Ronald Reagan: good moning America
! LBJ: vote or die
The IBC Process
o IBC Campaign: a coordinated adv/PR effort that uses different messages/media to reach a
marketer’s different audiences with a common theme
o Adv/PR industry
o New global audience
o Planning adv/PR campaigns
Adv/PR Business
o Advertising: are marketers that pay for the media time and space to reach consumers with
their messages
o Adv/PR agencies: the service business that contract with marketers to plan, create,
produce, and run their message
o Media communications: all the modes of communication that can be used to run adv,
from the sides of taxi cabs to the internet
Venders
o Production
o Research
Good Adv and PR
o Intelligent
o Well educated
o Creative
o Business oriented
o Enthusiasm
New global Audience
o The way we communicate has been revolutionized
o Examples
! Google brought Nest, now a thermostat you control with your phone, They always
know what you are doing
! MTV, CNN, and Apple