Download lecture outline for marketing design

FUNDAMENTALS OF ADVERTISING
LECTURE OUTLINE
SUMMER 2012
WEEK 2
1. INTRODUCTION
a. Attendance
b. Overview of class topics for the day
i. UNDERSTANDING THE ADVERTISING MARKET
ii. LOCAL ADVERTISING
iii. REGIONAL ADVERTISING
iv. NATIONAL ADVERTISING
v. GLOBAL ADVERTISING
vi. IN CLASS ASSIGNENT
vii. HOMEWORK ASSIGNMENT
2. UNDERSTANDING THE MARKET
3. LOCAL ADVERTISING
a. Advertising that is done on a local basis to local merchants or businesses, as
opposed to regional or national advertising, can also be referred to as retail
advertising.
b. Local advertising is critical to the success of a business as dynamite is to gold
mining. If you place the right amounts at the right times, you get a different
result than if you are misinformed or under educated about dynamite ad
continuously misuse it.
i. You might make a few holes or dents just by making the attempt, but
you probably won’t get close to the gold, and you may go broke
trying.
c. Advertisements often include price information, service and return policies,
store locations and hours of operations—something national advertising
doesn’t provide.
d. Local business used to rely on targeted and affordable advertising through
small ads in local newspapers, yellow pages listing, local mail drops or
advertising on local radio stations.
i. Changing media usage habits mean more people or spending less
time with print or in front of the tv or listening to the radio so local
advertising has had to change to be visible on the internet as well.
e. EXAMPLES
i. How could a local advertiser who has developed a website make that
presence known in the local market?
4. REGIONAL ADVERTISING
a. Placing ads of any media within a specific geographic location to influence
decision in one locality. A region may be defined in different geographic
sizes or terms such as city, county, state—it can be as small as a couple of
towns or run over multiple states.
b. More often than not it isn’t state or county lines that define a region, it is
more defined by other barriers such as rivers, mountains etc.
i. Look at the Tri State area as an example (PA, NJ, DE)
c. More and more companies are decentralizing their national advertising and
increasing their regional advertising budgets so that they have a louder local
advertising voice.
d. EXAMPLES
5. NATIONAL ADVERTISING
a. Refers to the fact that a company has a national target market and does not
imply that the advertisement per se is nationwide
b. Normally associated with large brands, it isn’t limited to those products that
are only sold nationwide.
c. It is nongeographic and refers to advertising by the owner of a trademarked
product or brand sold through different distributors wherever they may be.
d. It is usually the most general in terms of information because retailers often
have varying policies and business practices, price information and
availability.
e. National advertising has taken on a more personalized tone with advances
in technology advertisers have begun to identify and reach more segmented
markets.
f.
These technological advances such as QR Codes allows advertisers in the
national market to create advertisements for individual consumers based on
lifestyle and product usage
i. Discuss examples of website that data mine and how that
information is then tailored to individual consumers.
g. EXAMPLES
6. GLOBAL ADVERTISING
a. International or Global advertising entails dissemination of a commercial
message to target audiences in more than one country.
b. Target audiences differ from country to country in terms of how they
perceive or interpret symbols or stimuli, respond to humor or emotional
appeals, as well as in levels of literacy and languages spoken.
c. International advertising is a major force that both reflects social values, and
propagates certain values worldwide.
i. Over 55% of global advertising is accounted for by the United States
d. Cultural differences often require nuanced and subtle changes to be
acceptable beyond the country of their origin.
e. EXAMPLES
7. RESEARCH IN ADVERTISING
8. CONCLUSIONS
9. IN CLASS ASSIGNMENT/HOMEWORK
a. Watch The Pitch Subway
b. Discuss the agencies, process, people, result
c. Develop regional and national adverting strategy for Honeygrow based on
what you saw in the episode of “The Pitch”. Concept, execution, creative—be
ready to pitch your idea during class next week.
d. Ad Log Book
i. Continue working—25 ads per week broken into categories.