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Introduction to Mass Media Part I: Selling the Message Advertising and Public Relations A Coca-Cola advertisement from the 1890s Advertising is everywhere. What is PR • What is PR? • Good communication between the public and organization What is the difference between advertising and PR? • Advertising: Persuade customer to buy product or service • A case of Red Bull What is the difference between advertising and PR? • PR: promoting ideas Why study Advertising and PR in mass media? • Mass media depend on Advertising • Mass media is an important communication channel for PR Advertising: not a new idea • 3500, Sumerians lived in Mesopotamia, between Tigris and Euphrates river use clay tablet, are the first forms of advertising. Advertising: not a new idea • “a cast of a stone tablet from the Uruk period” (3300-3100BC) Advertising: not a new idea • Egyptians papyrus as sales messages and wall posters Advertising: not a new idea 500 BC, Pompei Commercial messages and political campaign from graffiti on the walls Advertising in history • Outdoor-advertisement and billboards are the oldest forms of advertising. • 1450s, Johannes Gutenberg’s invention of the printing revolutionize advertising. Advertising in history Johannes Gutenberg • 1478, the first printed advertisement was prepared by printer William Caxton in English to sell one of his books. Advertising in history • 1666- After the Great Fire in London. The word "advertisement" began to be used by the London Gazette. Advertising in history • In 17th century, Brochures published in England full of hopeful overstatement of the new continent, America: ▫ “gold and silver, fountains of youth, plenty of fish, venison without limit, all these were promised, and of course some of them were found” Advertising in Newspapers • 1833, New York Sun; 1851, The New York Times • Penny Press/Paper: drop the price to one penny • Advertising, 1.5/4 • Content: Gossip, Sensational police news, crime • Sale: Street sale • Target: working class Advertising in Magazines • In 1800s, Newspapers flooded large cities, mainly local news, magazine travel beyond local boundaries • Magazine was America’s only national medium to travel beyond local boundaries • In 1821, The Saturday Evening Post started first reached a large public, affordable with 1/4th ad, cost one nickel Advertising in Radio • 1922, WEAF in New York broadcast its first advertisement selling apartments in New Jersey. • 1928, Lucy Strike Dance Orchestra premiered on NBC, sales went up for 47%. • More cigarette companies moved to radio, Camel cigarettes sponsored weekly, then daily program. Advertising in Radio • In 1930s, Radio indirectly created a collective national experience, commercials gave advertisers access to an audience at home. Advertising in TV • Why Soap Operas? • What do you watch: program or advertisement? Advertising on Internet • Banners, pop-ups, Borders • Commercials on YouTube, company website • Easy to access target audience and monitor consumer buying habits • Advertising through Social network • “search marketing”: positioning internet advertising prominently next to consumer’s related online search results Advertising supports Mass Media Ads has three characteristics • Repetition • Style: “fishing for buyers, as in fishing for bass, one should not reveal the hook” • Ubiquity: everywhere Ways to make ads appeal to customers • • • • • • • • • Need for affiliation: Needs to nurture: Need for guidance: Need for aggress: Need to achieve: Need to dominate: Need to prominence: Need for attention: Need for autonomy: Ways to make ads appeal to customers • • • • • Need to escape Need to feel safe Need for aesthetic sensations Need to satisfy curiosity Physiological needs, need to sleep, eat and drink • Public Service Announcement (PSA): Pet Adoption by Sarah Mclachlan • Peace Corps (PSA) “life is calling” • PSA commercial “Child’s play” • I’m lovin’ it kids (Indian) • Alaska: Beyond your dream • Downtown Dubai: The Center of Now • Skydive Dubai Advertising Using Demographics • Demographics: data about consumer’ characteristics, e.g. age, gender, income level, marital status, geographic location and occupation. • Hia magazine: luxury monthly magazine, target audience is the adult high income female population of the Arab world. • Demographics of Oasis Living magazine Advertising at work • • • • • • Marketing research Media selection Creative activity Account management Administration Public relations Advertising Agencies • Advertising Agencies buy time and space for companies they represent. • Produce TV/radio commercials and print and Internet advertising for their clients • An Ad Agency can be divided into 6 departments ▫ ▫ ▫ ▫ ▫ ▫ Marketing research Media selection Creative activity Account management Administration Public relations Mass Media Depend on Ad • The Ad business and the media industries are interdependent --- what happened in the ad business directly affects the media industry. • The Ad business is very dependent on the economic health. • The price for the TV time for a 30-second commercial is $100,000- $3 million for a widely watched program like Super Bowl. • The price to create a TV commercial can run as much as $1 million a minute. • Different types of media deliver different types of audiences. • The media compete with each other for the advertising dollars and some media are better than others for particular products Advertising Business Delivers New Markets • The future of Ad will accommodate to the international market, new media technology and changing demographics • Advertising agencies use advanced technology to track demographics to help deliver the audience the advertiser wants Advertising Business Delivers New Markets • Marketing programs adapt to reach new audience • International advertising campaigns are becoming more common for global products, like McDonald’s, Coca-Cola, Starbucks • The creation of International advertising campaigns. • More in PR Leading Ad agencies • • • • • • • Olgivy and Mather Saatchi & Saatchi BBDO Omnicom Group TBWA R&R Partners DDB Cannes Lion Award of Creativity Dubai Lynx • The Cannes Lions International Festival of Creativity is considered the largest gathering of worldwide advertising professionals, designers, digital innovators and marketers. • http://www.canneslions.com/inspiration/ • http://www.canneslionsarchive.com/featured/ • Dubai Lynx: • http://www.dubailynx.com/home/