Download Chapter 11 Advertising: Selling a Message

Chapter 11
Advertising:
Selling a Message
What is Advertising?
“Any form of nonpersonal communication about
an organization, product, service, or idea by
an identified sponsor.”
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.
• Economy of abundance:
Where there are as many or more goods available
as people are able to buy.
Birth of Consumer Culture
• Brand names:
A word or phrase attached to prepackaged
consumers goods so they can be better
promoted and identified .
• Early brands include Quaker Oats, Pears’ Soap.
Advertising Supported Media
• 1830s: Penny press newspapers
• Mid-1800s: Consumer magazines
• Radio and television conceived 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.”
Consumer Advertising
• 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.
Consumer Advertising
• 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.
Other Forms of Advertising
• 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 nonprofit institutions and government agencies.
Trade Advertising
Also called business-to-business ads
Promote products and services to other
businesses.
The Advertising Business
• Client:
The company with something to sell
• Agency:
Advertising professionals
• Media:
Where the ads appear
• Audience:
Message recipients
The Client
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 costeffective way to reach the target audience.
The Media
•
•
•
•
•
•
Newspapers
Magazines
Outdoor advertising
Radio
Television
Internet
The Audience
• Targeting
Trying to make a product or service appeal to
a narrowly defined group.
• Targeting is done with demographics,
geographics, and psychographics.
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.
Example: Targeting Gay Consumers
• Perceived by advertisers as upscale and
educated.
• Gay market estimated at $641 billion.
• Absolut vodka was early gay advertiser.
• Gay-targeted ads becoming increasingly
mainstream (Truth #3)
Advertising Myths
• Advertising makes you buy things you don’t
want.
• Advertising makes things cost more.
• Advertising helps sell bad products.
• Advertising is a waste of money.
The Problem of Clutter
• Clutter:
The large number of nonprogramming
messages that compete for consumer
attention on radio, television, and the Internet.
• Breaking through the clutter is an ongoing
challenge for advertisers.
• Making ads 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 the event commercial
Early example of integrated marketing
communication
Advertising to Children
• Children are a growing advertising market
• 1978 study says children see 20,000 television
commercials a year.
• Add to that product placement, in-school
programs, mobile phone ads, and ads in video
games.
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
advertising to children?
Integrated Marketing Communication
An overall communication strategy for reaching
key audiences using advertising, public
relations, sales promotion, and interactive
media.
Denney’s IMC
• Reintroduce brand to light and lapsed
customers
• Super Bowl and newspaper ads
• Free Grand Slam promo
• Press kit / media attention
• Web site
• Evaluation
Future of Advertising
•
•
•
•
Loss of television audience to DVR
Mobile phone advertising
Product placement / integration
Google AdWords and AdSense