Download hiring advertising agencies

ADVERTISING
• To what extent do you think your purchases
are influenced by advertising?
• How many advertising messages do you think
you see or hear on an average day?
• How many times do you think you have to see
an ad or a brand name before you remember
it?
• When has advertising ever persuaded you to
buy things you don’t need, or even things you
don’t want?
•
MK, p.69
Advertising’s aim:
- to sell a product
- to educate people about new
products
Advertising is:
- part of economic process, allowing
new products to enter market, old
products to reposition themselves in market
“A good advertisement is one which sells the
product without drawing attention to itself.”
“Bad advertising can unsell a product.”
David Ogilvy
Have you seen an advert recently which you
particularly liked or disliked?
Did it actually persuade you to buy or put you
off buying what it was advertising?
the globalisation of the markets
global advertising
a global advert needs to appeal to the greatest
number of consumers from many different
cultural backgrounds
Global ad must be:
-Simple
-Informative
-Entertaining
-Amusing
-Visual
-clever
-cool
-sexy
-timeless
-controversial
Is there anything it should not be?
Apple Computer “Think outside the box” 1990s
“THINK DIFFERENT”
“DON’T LET THIS BE OUR FUTURE”
SAVE OUR RAINFOREST, STOP GLOBAL WARMING.
…………. and NOW ….
UNITED COLOURS OF
BENETTON
The role of publicity
Luciano Benetton : "The purpose of
advertising is not to sell more. It's to do with
institutional publicity, whose aim is to
communicate the company's values (...) We
need to convey a single strong image, which
can be shared anywhere in the world."
Oliviero Toscani pursues this : "I am not here
to sell pullovers, but to promote an image"...
Benetton's advertising draws public attention
to universal themes like racial integration, the
protection of the environment, Aids...
Designed by the founder of
Pop Art Andy Warhol – 21st
century icon
Ads as Art
“Advertising is the greatest art
form of the 20th century.”
Marshall McLuhan,
the Canadian communications
theorist
Succesful advertising slogans
“Just for the taste of it” “Just do it”
“Think different” “Don’t leave home without it”
“Sheer Driving
Pleasure”
“There are some things money can’t buy. For
everything else, there’s MasterCard”
QUOTES
1.
2.
3.
4.
5.
Advertisement, gap, good, which half, market,
commercials
Never mind the gap in the…. Is there a market in the
……?
I know half the money I spend on advertising is
wasted. The trouble is I don’t know…..
The best …… is a good product.
You can tell the ideals of a a nation by its ……
All publicity is …… publicity.
How companies
advertise
 in the company
• by own advertising departments
 hiring advertising agencies
• more resources
• more knowledge
Hiring an advertising agency
The client company gives:
1. Budget - an amount of money
2. Brief – objectives of the advertising campaign
3. Advertising strategy – message / media
The advertising agency
1. Creates advertisements
2. Develops a media plan
3. Does research of the target market
Spending on advertising
a) fixed percentage of current sales revenue
b) the comparative-parity method
Spend as much as their competitors.
Excessive advertising is counter-productive →
it doesn’t lead to increased sales!
Watch and answer the questions
http://www.youtube.com/watch?v=b7c27ikbR20
1. Why was it necessary to change the advertising
of Marlboro?
2. What was the originial target market of Marlboro?
3. Who did they decide to concentrate on
afterwards?
4. Why did the new icon fit the new target market?
5. What was the result of the changed advertising?
6. Retell the story of the Ford Edsel. Why didn’t
advertising help with sales?
ADVERTISING MEDIA
1. Print media – newspapers, magazines, brochures,
leaflets, journals
2. Broadcast media – TV, radio, cinema
3. Endorsement – famous people speak on behalf of a
product
4. Outdoor advertising – posters, billboards
5. Displays of logos – at stadiums, on clothes, bags,
stationery etc.
6. Websites - e-commerce, video games, banner
advertisements at the top or bottom of a web page,
pop-up pages on the Internet
7. Transportation - public transport vehicles, stations,
stops
8. Point of sale - window displays, product demonstration,
stands
9. Free samples of products - given away in public places
10. Sponsorships - racing cars, championships,
sports events
11. Viral marketing – information about products is spread
by people telling other people or
sending on emails (buzz marketing)
Word-of-mouth advertising
Viral marketing
(spreading commercial messages, like a virus, via peer-to-peer networks
on the internet – hotmail, blogs, online forums, YouTube)