Download Lesson 4.8 - Bremen High School District 228

Lesson 4.8 –
Advertising
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© 2014 by Sports Career Consulting, LLC
Marketing Applications
LESSON 4.8
Advertising
 TV Commercials and
infomercials
 Print Advertisements
 Direct Mail
 Internet (banner
ads, “pop up”
ads, social media ads)
Advertising:
Any paid, nonpersonal form of
communication by an
identified company
promoting goods and
services.
 Social Media
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Marketing Applications
LESSON 4.8
Types of Advertising
The 2014 NCAA Men’s Basketball
Tournament (“March Madness”) generated
over $1 billion in advertising revenue (click
here to see a breakdown from Kantar
Media)
Last year, movie studios spent $3.06 billion advertising
films in the U.S. alone (not counting what they spent
promoting in other global markets)
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LESSON 4.8
Why Advertise?
 Effective communication
 Create awareness
 Create / Change image
 Associate a brand with feelings and emotion
 Precipitate behavior
 Establish / Maintain goodwill
 Assist in the increase in sales
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Marketing Applications
LESSON 4.8
Types of Advertising
Print Media:
Any written form of communication used to
inform, persuade, or remind consumers about
products or services offered
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Marketing Applications
LESSON 4.8
Types of Advertising
Outdoor Advertising:
 Includes any outdoor
signs and billboards
 Offers a high level
of visibility
 Provides 24-hour
advertising
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LESSON 4.8
Outdoor Advertising
The elevator doors in hotels and business buildings
can even be used for advertising
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LESSON 4.8
Outdoor Advertising
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LESSON 4.8
Types of Advertising
Mass Transit Advertising:
Uses public transportation, such as buses,
bus stands, taxicabs, and subways to post
advertising messages
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LESSON 4.8
Mass Transit Advertising
Hops are a new single A minor league
baseball team from Hillsboro, Oregon a
suburb of Portland.
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LESSON 4.8
Types of Advertising
Broadcast Media:
Any visual and/or auditory form of communication
used to inform, persuade, or remind consumers
about goods or services offered
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LESSON 4.8
Types of Advertising
Radio Advertising:
Advertisers match their target market to a
radio station that segments a particular
market
* Has the ability to reach a wide audience
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Marketing Applications
LESSON 4.8
Types of Advertising
Television Advertising:
Includes commercials and infomercials
Is traditionally the most expensive form of
broadcast media
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LESSON 4.8
Television Advertising:
The fitness craze known as P90X relied on a
carefully crafted TV infomercial strategy to build a
$400 million-a-year empire. The franchise has been
so successful that they released a third installment,
P90X3, in 2014
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LESSON 4.8
Television Advertising:
Honda assistant VP-advertising Tom Peyton, whose
company spends more than $600 million on U.S. television
advertising annually and sponsors the Honda Classic golf
tournament, the Rose Bowl's Rose Parade, and the NHL's
Anaheim Ducks, recently told Ad Age: "There has to be a
point where the price of sports properties on TV, the price
of tickets for consumers to games, is truly affecting the
amount of sports we can engage in — and the type of
sports we engage in.”
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LESSON 4.8
Types of Advertising
Online/Digital Media:
Advertising through various digital media
platforms
* Banner ads, pop-ups etc.
* Digital broadcasts
* Social media channels
(Facebook, Twitter, etc.)
* Mobile
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LESSON 4.8
Types of Advertising
The $60 million in digital
advertising sales earned by NBC
through its online coverage of
the London Games was three
times what the network earned
for the 2008 Games in Beijing
(sales for the 2014 Winter
Games in Sochi were slightly
down from the 2012 Sumer
Games in London to $50 million)
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LESSON 4.8
Types of Advertising
Online/Digital Media
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LESSON 4.8
Types of Advertising
“Specialty” Media (or Promotional Products):
Includes “everyday” items displaying a company
name or logo
Examples include lanyards, calendars, pens, magnets,
and coffee mugs
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LESSON 4.8
Types of Advertising
Additional Forms of “Creative” Media:
Marketers often use many other creative ways of
communicating advertising messages to consumers
Examples include: blimps (and other forms of aerial
advertising, supermarket carts/bags, hot air balloons,
and in-theater advertisements
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LESSON 4.8
Types of Advertising
In addition to the light rail advertisements, Adidas
and the Portland Timbers prominently featured a
number of advertisements through the Portland
airport to celebrate the 2014 MLS All-Star game
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LESSON 4.8
Alaska Airlines took aerial advertising a step further
when they introduced the Major League Soccer
Portland "Timbers Jet", a Boeing 737 featuring a paint
theme featuring the Portland Timbers' name and logo
in the team's trademark colors (to celebrate the new
airplane and their relationship with the team, Alaska
Airlines grants early boarding to Portland International
Airport passengers wearing an official Timbers jersey)
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LESSON 4.8
In 2012, Virgin America unveiled a San Francisco
Giants-themed plane, complete with the Giants
logo and with a black beard and mustache painted
under the craft's nose in an usual tribute to popular
pitcher, Brian Wilson
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LESSON 4.8
In 2014, Boeing rolled out a Seattle Seahawks
branded airplane, paying homage to the team’s
famed “12th Man” shout out to fans. In the
plane’s first flight, the aircraft carved the
number “12″ in the sky over downtown Seattle
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LESSON 4.8
In addition to advertising via mass transit, Fox took to
their advertising to the streets during the popular Comic
Con festival in 2012 by positioning popular animated
characters from “Family Guy”, “The Simpsons”, “Bob’s
Burgers” and “The Cleveland Show” and positioning
them in San Diego pedal cabs
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LESSON 4.8
LSU Athletics took a unique advertising as part of a
basketball campaign when they teamed with adverCar (a
company that pays individuals to affix advertising messages
to their personal vehicles), essentially paying fans to drive
their message into local neighborhoods, shopping centers
and commuter routes
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Intro to Basic SEM Principles
LESSON 4.8
Upfront Advertising
Marketers and media agencies may choose
to buy ads in the spring selling period known
as the "upfront", which is when networks
sell much of the ad time for fall. Buying
early sometimes affords marketers more
creative flexibility, allowing them to ask for
unique ways to promote their brands.
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Intro to Basic SEM Principles
LESSON 4.8
Upfront Advertising
Thanks to in part to two major sporting events in 2014
— the Sochi Winter Olympics and the FIFA World Cup
that generated more than $1.5 billion in advertising
dollars, fewer dollars were available in the upfront
market for the 2014-15 season. As a result, upfront
spending dropped for the first time since the recessionstifled 2009-10 season, representing a spending
decline of nearly $500 million.
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LESSON 4.8
Advertising Agencies
Nike contracts the
Wieden & Kennedy
agency to manage
and oversee some of
their advertising
campaigns
Copyright
Advertising
Agency:
An organization that
decides on and
implements an
advertising strategy
for a customer
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LESSON 4.8
Advertising Agencies
Wieden + Kennedy won an award at the 2012 Cannes
Lions festival for its advertising spot featuring
Carmelo Anthony, created for the Jordan Brand
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LESSON 4.8
Advertising Agencies
In 2013, the agency celebrated the 25th anniversary
of its famous slogan developed for Nike, “Just Do It”
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LESSON 4.8
Advertising Agencies
Wieden + Kennedy is also responsible
for the wildly popular “It’s Not Crazy,
It’s Sports” ad campaign for ESPN,
addressing the culture of fandom in
the sports industry
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LESSON 4.8
Advertising Agencies
Under mounting pressure
and facing a potential
lawsuit, the Washington
Redskins enlisted the help of
a PR professional to help
make a decision as to
whether the franchise should
change the team nickname
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LESSON 4.8
Why an Agency?
 Expertise
 Time constraints
 Time constraints
 “Fresh” perspectives
 Access to athletes, celebrities,
entertainers?
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LESSON 4.8
Considerations for Agency Selection

Does the agency have a solid
marketing plan in place?

Does the agency have comprehensive
marketing skills?

Can the agency determine target
markets and a means to reach them?

Does the agency view itself as a
partner of the hiring organization?
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LESSON 4.8
Considerations for Agency Selection

Does the agency have a track record
of success?

Has the agency worked with others in
your industry?
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LESSON 4.8
Additional Considerations

Comfort level with the representative
that will be handling the account

Making sure all written copy is
customer centered

Selection of an agency that views
itself as a partner of the organization
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LESSON 4.8
Agency Extension
Creative use of in house advertising capability
 The Red Sox, as a way to generate additional
revenue, leveraged relationships in the industry and
throughout the community and created a spin-off
agency, the Fenway Sports Group
 FSG was so successful that they were profitable in
their first year and their client base included
NASCAR, Boston College, and even the rival New
York Yankees
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LESSON 4.8
Blank Slide Available
for Teacher Edits
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LESSON 4.8 REVIEW (ANSWERS)
Marketing
Applications
1) Identify specific forms of advertising and
explain why businesses choose to advertise
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LESSON 4.8 REVIEW (ANSWERS)
Marketing
Applications
2) Identify specific forms of advertising and
explain why businesses choose to advertise
Print media, outdoor advertising, mass
transit advertising, broadcast media,
online media and specialty media are
examples of specific forms of advertising
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LESSON 4.8 REVIEW (ANSWERS)
Marketing
Applications
2) Identify specific forms of advertising and
explain why businesses choose to advertise
Companies advertise for a number of
reasons, including:






Effective communication
Create awareness
Create or change image
Associate a brand with feelings/emotion
Precipitate behavior
Establish and maintain positive public
Copyright
© 2014 by Sports Career Consulting, LLC