Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Banner blindness wikipedia , lookup
Advertising management wikipedia , lookup
Ad blocking wikipedia , lookup
Radio advertisement wikipedia , lookup
Targeted advertising wikipedia , lookup
Advertising campaign wikipedia , lookup
False advertising wikipedia , lookup
Social media marketing wikipedia , lookup
The average person is exposed to more than 2,000 ads per week ADVERTISING 1. Pick a magazine of your choice and select an ad that appeals to you 2. What is the ad selling? 3. What draws you to the ad? 4. What does the ad show? 5. How is product displayed? 6. Why is it appealing? 7. Why is it in this magazine? SECOND JOURNAL: READ AND WRITE about Arizona McDonalds have a promotion taking place this week during their State Testing! Daily Candy 1. How many readers? 2. How many of these readers are men? 3. What age catergories does the audience profile identify? 4. Why does the audience profile specify the income level of readers? Promotional Advertising create interest in product intro new product/business explain product support selling create new mkt. YouTube-Emmy 2010 Best Commericals YouTube- Emmy 2012 Best Commercials Institutional Advertising create favorable impression for business co. role in community public issues environment public health Education Institutional Ad Samples Newspapers Magazines Direct mail Signs Billboards Written Form Oldest form of Adv. Clio Awards Advantages Disadvantages large readership some wasted circ. known circulation limited life easy to target mkt. quality is poor compared to mags. cost is low ads are timely STLTODAY.COM Clio Awards Advantages Target mkt. easily read more leisurely better quality/print longer life span Clio Awards Disadvantages lower target geographically more expensive not as timely Advertising sent by businesses directly through the mail to prospective customers. Good form of advertising Main disadv. - thought of as “Junk Mail” Clio Awards Nonstandardized used by local firms at their place of business or pay rent to off-site locations Standardized signs placed near highly traveled roads 22 Good Billboards Posters - Preprinted sheets put up like wallpaper 3-4 X’s per year. Painted Bulletins - painted every 6 months. Spectaculars - ads with moving parts/lights in high traffic areas Popular but difficult to justify concern over too many/ environment Clio Awards Directory Advertising telephone dir. Transit Advertising public transportation yellow pages buses low cost trains widely used subways updated often airline terminals captive audience Clio Awards economical may be defaced Radio Television Online Streaming Clio Awards Advantages Disadvantages easy to target audience short life span messages changed easily competition for target audience Mobile listeners easily distracted Clio Awards Advantages Disadvantages Creative very expensive believe what they see audience size not always known more personal/home reach mass audience special themes commercials/nuisance Online Advertising Either Email or World Wide Web Still small part of overall advertising $ spent, but growing steadily Impression- is a single appearance of an ad on a computer user’s screen Electronic direct mail- sent via email Mostly used with prequalified groups of people (opt-in email- customer authorizes) Most cost effective Easy to update Easy to personalize Includes: Emails, banner pop ups, and social media Banner and Pop-Up Ads Most online ads are banner ads Can come in all shapes and sizes but norm is rectangle Interstitital Ads- TV spots that pop up between web pages and are streamed either live or on demand. Viewer must click on ad to activate What works best: Bold colors top of page placement Animation calls to action Limited frequency exposure Response rate is 1% Specialty Media Also called giveaways or advertising specialties Distribution is key to success Relatively inexpensive Example: Nature Valley Granola Bars giveaway granola bars at Vail Ski Resort at Snow oasis during spring break Useful items featuring company name, brandmark, and message Practical = more successful Common items: Hats Calendars Pens Shirts Social Media Introduction to Social Media Power Point What’s your social media strategy? 2013 Video Controversial Viral Marketing KSDK Importance of a Web Presence In 2008, approximately 72% of the U.S. population was online. Globally, it was approximately 20%. No geographical boundaries Cheaper & flexible than print advertising Improve credibility and tell your story 24/7/365 For small companies, a web site is the only effective media to connect to a wide audience Sources of News Information Where do you go to get your news and information? More Americans Turning to Web for News Nearly 90% of Americans regard web sites as a More important source of news and information than traditional media outlets Nearly 50% of Americans regard the internet as their primary source of news and information Source: Zogby, 2008 2008 Internet 2007 2008 Television 2007 2008 Newspapers 2007 2008 Radio 2007 2008 Magazines 2007 Source: Zogby, 2008 ‘08 Blogs ‘07 21 Source: Zogby, 2007 & 2008 0 10 20 30 40 50 History Image source: http://web2.socialcomputingjournal.com WHAT THE HECK IS SOCIAL MEDIA Social media is an umbrella term defines: various activities that integrate technology social interaction construction of words, pictures, videos & audio http://www.wikipedia.org More simply put: “Social media is people developing relationships and having conversations on-line.” The conversations are powered by: Blogs Micro blogs (Twitter) Online Chat RSS Widgets Social Networks Social Bookmarks Message Boards (…just to name a few. And more are coming.) Podcasts Video Sharing Sites New Mindset Lose control of the “message” It’s about authenticity & transparency SPEED, 24/7 Not every voice is important, but everyone has a voice Participation requires collaboration Does not replace traditional communication methods Importance to Companies Brand Reputation & Integrity Domino’s Customer Service Best Buy You tube search Best Buy Customer Service Building customer loyalty Mad Men (A&E) You Tube Hamm vs. Karadashian Real-time feedback Starbucks Trust of Information What sources of news and information do you trust? What Sources Do People Trust? 34 Monsanto’s New Online Strategy Web 2.0 and resulting changing trends in consumer wants/needs is forcing companies to change the way they show up online We approach everything with a comprehensive online strategy in mind, including web sites and social media tools Monsanto.com Changes Introduction of MonsantoToday.com Launch of “For the Record” issues management section COMING SOON: Social Media links receiving prime real estate on home page Monsanto’s External Resources Today Monsanto.com Press Releases Monsanto Twitter Monsanto YouTube Monsanto Facebook MonsantoToday.com Monsanto Blog Search Engine Optimization SEO Successes Search engine traffic to Monsanto.com pages has increased significantly from last year to this year*, which indicates better placement in search engine results. Google Search: 79.23% Yahoo Search: 37.83% MSN (now Bing.com): 42.68% *Report period July 30, 2007 – July 30, 2008 and July 31, 2008 – July 30, 2009 Monsanto.com Today Monsanto Today www.MonsantoToday.com What kind of articles Well-written Transparent Honest Informative Useful No spin No messaging Online commenting For the Record www.monsanto.com/fortherecord Monsanto Blog America’s Farmers Ad Campaign New series of radio/TV/print ads Promotion on the web Coordination with social media www.AmericasFarmers.com Thank a Farmer Why Should You Care? Future of communication – for now Web 3.0 changed ways companies market themselves Before: Company-produced messages created and promoted the brand Today: People (employees/marketers) have to be the face of the brand – and have two-way communication with customers Reach the greatest number of customers for the lowest cost per customer. Opportunity for illustration opportunity for an adequate selling message flexibility for changes opportunity to sell product excitement fit the image of business/product cover targeted geographical area