Advertising: Delivering a Message

Brought to you byFord Mustang Convertible (J. Walter Thompson, 2005)

Coming up next … A Lecture on Advertising

Advertising:Selling a Message

Resource Textbook:Ralph E. Hanson, Mass Communication: Living in a Media WorldComic: Duty Calls, http://xkcd.com/386/

Cannes Lion Award Winner“Dinner” Visionlab (Publicis Comunicacion Espana , 2009)

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This prime-time all new lecture• Growth of Consumer Advertising• Importance of Brands• Advertising Supported Media• Types of Advertising• The Players: Clients, Agencies, Media• Integrated Marketing Communication

What is Advertising?

“Any form of non-personal communication about an organization, product, service, or idea by an identified sponsor.”

- American Marketing Association

What is Advertising?“ Properly employed, it is the

secret of capturing the imagination of great masses and ‘winning the battle for the uncommitted mind.”

- Leo Burnett

What is Advertising?“ The most visible aspect of

advertising is THE BIG IDEA, a concept that will grab people’s attention make them take notice, make them remember, make them take action.”

- David Ogilvy

David Ogilvy

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.

Birth of Consumer CulturePear’s Soap Slogans•You Dirty Boy!•How do you spell soap? PEARS of course.•Good Morning, Have you used Pears Soap?

Advertising Supported Media• 1830s: Penny press

newspapers• Mid-1800s: Consumer

magazines• Radio and television conceived

as advertising media

Cannes Lion Award Winner The New Kaiser (1954)

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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.

Cannes Lion Award Winners 1. Abu Dhabi, Be Still (TBWA\RAAD, 2010)

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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 non-profit institutions and government agencies.

Advocacy AdHouse of Cards (Leo Burnett, 2008)

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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 cost- effective 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.

Audience FavouriteBig Rock Beer (Marc Morgenstern, 2010)

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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.

Super Bowl Ads -- Apple’s 1984 • 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

Event CommercialApple Macintosh 1984 (Chiat/Day, 1994)

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Integrated Marketing Communication

An overall communication strategy for reaching key audiences using advertising, public relations, sales promotion, and interactive media.

Case Study, Denny’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

(mobisodes)• Product placement / integration• Google AdWords and AdSense

Joko Gold (South Africa)

Thank you for watching