Advertising Principles

Advertising PrinciplesAdvertising Principles

AdvertisingAdvertisingpaid persuasive communication that paid persuasive communication that

uses non-personal mass media – as uses non-personal mass media – as well as other forms of interactive well as other forms of interactive communication – to reach broad communication – to reach broad audiences and to connect an audiences and to connect an identified sponsor with a target identified sponsor with a target audienceaudience

Basic terms of the definitionBasic terms of the definition

is a paid form of communication, is a paid form of communication, although some terms of advertising, although some terms of advertising, such as PSAs use donated space and such as PSAs use donated space and timetime

not only is the message paid for, but not only is the message paid for, but the sponsor is identifiedthe sponsor is identified

most advertising tries to persuade or most advertising tries to persuade or influence the consumer to do influence the consumer to do something, although in some cases something, although in some cases the point of the message is simply to the point of the message is simply to inform consumers and make them inform consumers and make them aware of the product or companyaware of the product or company

advertising reaches a large audience advertising reaches a large audience of potential consumersof potential consumers

the message is conveyed through the message is conveyed through many different kinds of mass media, many different kinds of mass media, which are largely impersonalwhich are largely impersonal

Key Concepts of AdvertisingKey Concepts of Advertising

Advertising strategyAdvertising strategy

Strategy is the logic and planning Strategy is the logic and planning behind the advertisement that gives behind the advertisement that gives it focus and directionit focus and direction

The advertiser develops the ad to The advertiser develops the ad to meet specific objectives, carefully meet specific objectives, carefully directs it to a certain audience and directs it to a certain audience and creates messages to speak to the creates messages to speak to the audiences’ most important concernsaudiences’ most important concerns

And runs it in media that will reach And runs it in media that will reach its audience most effectivelyits audience most effectively

Creative IdeaCreative Idea

The creative concept is the ad’s The creative concept is the ad’s central idea that grabs your attention central idea that grabs your attention and sticks in your memoryand sticks in your memory

The word creative describes a critical The word creative describes a critical aspect of advertising that drives the aspect of advertising that drives the entire field of advertisingentire field of advertising

Planning the strategy calls for Planning the strategy calls for imaginative problem solvingimaginative problem solving

The research efforts need to be The research efforts need to be creativecreative

It will help you recognize a big idea if It will help you recognize a big idea if you ask yourself five questions you ask yourself five questions ( David Ogilvy )( David Ogilvy )

1.1. Did it make me gasp when I first Did it make me gasp when I first saw it?saw it?

2.2. Do I wish I had thought of it myself?Do I wish I had thought of it myself?

3.3. Is it unique?Is it unique?

4.4. Does it fit the strategy to Does it fit the strategy to perfection?perfection?

5.5. Could it be used for 30 years?Could it be used for 30 years?

And the planning of ads in the media And the planning of ads in the media require creative thinkingrequire creative thinking

Creative ExecutionCreative Execution

Effective ads are well executed Effective ads are well executed

Great ads are effective ads and Great ads are effective ads and effective ads are ads that workeffective ads are ads that work

They deliver the message the They deliver the message the advertiser intended and consumers advertiser intended and consumers respond as the practitioner hoped respond as the practitioner hoped they wouldthey would

Ads must first communicate a Ads must first communicate a message that motivates consumers message that motivates consumers to respond in some wayto respond in some way

To move consumers to action, they To move consumers to action, they must gain their attentionmust gain their attention

The ad must then hold their interest The ad must then hold their interest long enough to convince consumers long enough to convince consumers to change their purchasing behavior to change their purchasing behavior once they try the productonce they try the product

An ad must create an impression for An ad must create an impression for a product or brand, influence people a product or brand, influence people to respond in some way and separate to respond in some way and separate the product or brand from the the product or brand from the competition in the mind of the competition in the mind of the consumer.consumer.

Creative Media UseCreative Media Use

Deciding how to deliver the message Deciding how to deliver the message sometimes can just be as creative as sometimes can just be as creative as coming up with the big idea for the coming up with the big idea for the messagemessage

Types of AdvertisingTypes of Advertising

Brand AdvertisingBrand Advertising

Brand advertising focuses on the Brand advertising focuses on the development of a long- term brand development of a long- term brand identity and imageidentity and image

Retail or Local AdvertisingRetail or Local Advertising

This can refer to a retailer or This can refer to a retailer or manufacturer or distributor who manufacturer or distributor who offers products in a fairly restricted offers products in a fairly restricted geographic area geographic area

The objectives tend to focus on The objectives tend to focus on stimulating store traffic, and creating stimulating store traffic, and creating a distinctive image for the retailera distinctive image for the retailer

Political AdvertisingPolitical Advertising

Politicians use advertising to Politicians use advertising to persuade people to vote for them or persuade people to vote for them or support their advocacy.support their advocacy.

Directory AdvertisingDirectory Advertising

A type of advertising people refer to A type of advertising people refer to in order to find out where they can in order to find out where they can buy a product or avail of a servicebuy a product or avail of a service

Business-to-Business AdvertisingBusiness-to-Business Advertising

This type of advertising includes only This type of advertising includes only messages directed at retailers, messages directed at retailers, wholesalers, and distributors but not wholesalers, and distributors but not to general consumers.to general consumers.

Institutional AdvertisingInstitutional Advertising

This type of advertising is also This type of advertising is also referred to as corporate advertising. referred to as corporate advertising. Messages focus on establishing a Messages focus on establishing a corporate identity corporate identity

Public Service AdvertisingPublic Service Advertising

PSAs communicate a message on PSAs communicate a message on behalf of a good cause such as behalf of a good cause such as prevention of AH1N1, fight to stop prevention of AH1N1, fight to stop corruption, etc.corruption, etc.

Interactive AdvertisingInteractive Advertising

Messages are delivered to individual Messages are delivered to individual consumers who have access to a consumers who have access to a computer and the Internet.computer and the Internet.

Functions of AdvertisingFunctions of Advertising

Provides product and brand Provides product and brand informationinformation

Provides incentives to take actionProvides incentives to take action

Provides reminders and Provides reminders and reinforcementreinforcement

Roles of AdvertisingRoles of Advertising

MarketingMarketing

CommunicationCommunication

EconomicEconomicTo disseminate product information To disseminate product information

that allows consumers to know what that allows consumers to know what products existproducts exist

To give consumers information about To give consumers information about competing brandscompeting brands

To allow consumers to make To allow consumers to make intelligent choices among product intelligent choices among product optionsoptions

SocietalSocietalMonitoring changes so that a company Monitoring changes so that a company

is aware of what is happening in societyis aware of what is happening in societyCreating products and services Creating products and services

compatible with changing valuescompatible with changing valuesDesigning marketing messages that Designing marketing messages that

reflect and build on the values target reflect and build on the values target markets and individual customers holdmarkets and individual customers hold

Jobs in AdvertisingJobs in Advertising

Four different career pathsFour different career paths

1.1. You can join a television network, a You can join a television network, a radio station, a magazine or a radio station, a magazine or a newspaper and sell time or space to newspaper and sell time or space to advertisers and their agencies.advertisers and their agencies.

2.2. You can join a retailer and work as a You can join a retailer and work as a copywriter, art director or copywriter, art director or advertising manageradvertising manager

3.3. You may join a manufacturing You may join a manufacturing company and work as brand company and work as brand manager manager

4.4. You may join an advertising agencyYou may join an advertising agency

Note: At the start of your career in Note: At the start of your career in advertising, what you advertising, what you learnlearn is more is more important than what you important than what you earn.earn.

CopywritersCopywriters

They might not be the most visible in They might not be the most visible in the agencies, but are very important.the agencies, but are very important.

Hallmarks of a potentially Hallmarks of a potentially successful copywritersuccessful copywriter

Obsessive curiosity about products, Obsessive curiosity about products, people and advertisingpeople and advertising

A sense of humorA sense of humor

A habit of hard workA habit of hard work

The ability to write interesting prose The ability to write interesting prose for printed media, and natural for printed media, and natural dialogue for televisiondialogue for television

The ability to think visually as The ability to think visually as commercials depend more on commercials depend more on pictures than wordspictures than words

The ambition to write better The ambition to write better campaigns than anyone has ever campaigns than anyone has ever written beforewritten before

Art DirectorsArt Directors

You cannot be an art director unless You cannot be an art director unless you have some training in film, you have some training in film, layout, photography and typography.layout, photography and typography.

““Art directors used to be the Art directors used to be the handmaidens of copywriters, but now handmaidens of copywriters, but now they have gone up in the world.”they have gone up in the world.”

Account ExecutivesAccount Executives

They are in daily touch with the They are in daily touch with the clients. The chief role of account clients. The chief role of account executives is to extract the best executives is to extract the best possible work from the other possible work from the other departments of the agency.departments of the agency.

You will never become a successful You will never become a successful account executive unless you learn account executive unless you learn to make to make good presentations.good presentations.

Always tell your client what you Always tell your client what you would do if you were in his shoes, but would do if you were in his shoes, but don’t grudge him the prerogative of don’t grudge him the prerogative of deciding what advertising to run.deciding what advertising to run.

In your day-to-day dealings with In your day-to-day dealings with clients and colleagues, fight for the clients and colleagues, fight for the kings, queens and bishops, but throw kings, queens and bishops, but throw away the pawnsaway the pawns

ResearchersResearchers

A degree in communication research, A degree in communication research, statistics or psychology or special statistics or psychology or special training in marketing research is an training in marketing research is an advantage.advantage.

A researcher needs an analytical A researcher needs an analytical mind, and the ability to write mind, and the ability to write readable reportsreadable reports

You must be able to work You must be able to work sympathetically with creative people, sympathetically with creative people, most of whom are stubbornly allergic most of whom are stubbornly allergic to research to research

Above all, you must be intellectually Above all, you must be intellectually honesthonest

Creative DirectorCreative Director

Attributes of a good creative directorAttributes of a good creative director

1.1. A good psychologistA good psychologist

2.2. Willing and able to set high Willing and able to set high standardsstandards

3.3. Capable of strategic thinkingCapable of strategic thinking

4.4. Research-mindedResearch-minded

5.5. Equally good at television, radio Equally good at television, radio and printand print

6.6. Well-versed in graphics and Well-versed in graphics and typologytypology

7.7. A hard worker – and fastA hard worker – and fast

8.8. A good presenterA good presenter

9.9. Slow to quarrelSlow to quarrel

10.10. Prepared to share credit for Prepared to share credit for good work and accept blame for good work and accept blame for bad workbad work

Media PlannersMedia Planners

They make the strategic decisions They make the strategic decisions outlined in the media plan. Media outlined in the media plan. Media buyers implement the media planbuyers implement the media plan

They are in regular contact with the They are in regular contact with the media suppliers with whom they do media suppliers with whom they do business on behalf of the client or business on behalf of the client or agencyagency

Media buyers are expected to Media buyers are expected to maintain good media supplier maintain good media supplier relations to facilitate a flow of relations to facilitate a flow of information about the dynamic information about the dynamic media marketplacemedia marketplace

Future Challenges to Future Challenges to AdvertisingAdvertising (Duffy & (Duffy &

Thorson, 2012)Thorson, 2012)

Challenge 1: Challenge 1: The Competitive The Competitive Impact of the Flexibility, Impact of the Flexibility, Accountability and Targeting Accountability and Targeting Power of the InternetPower of the Internet

FlexibilityFlexibility

Geo-tagged promotions are an Geo-tagged promotions are an excellent example of the flexibility excellent example of the flexibility the Internet creates for marketing. the Internet creates for marketing. Geo-tagging, as Garrick Schmitt Geo-tagging, as Garrick Schmitt defines it, combines people’s virtual defines it, combines people’s virtual and physical worlds by sending them and physical worlds by sending them messages directly linked with a messages directly linked with a brand they’re physically close to brand they’re physically close to through their smartphones.through their smartphones.

Measurability of the Measurability of the Impact of AdvertisingImpact of Advertising

Internet advertising reduces Internet advertising reduces uncertainty in determining whether uncertainty in determining whether advertising causes specific advertising causes specific purchases.purchases.

Clicks on online ads can lead Clicks on online ads can lead marketers to a much closer profile of marketers to a much closer profile of who their buyer is and why they buy, who their buyer is and why they buy, and what ads prompt behavior to and what ads prompt behavior to buy.buy.

Often Internet advertising provides a Often Internet advertising provides a direct and immediate offer to direct and immediate offer to consumers, so it is possible to consumers, so it is possible to determine exactly when the determine exactly when the advertising causes a purchase.advertising causes a purchase.

Behavioral TargetingBehavioral Targeting

Inter-net based advertising can also Inter-net based advertising can also track website visitors with “cookies,” track website visitors with “cookies,” which track users’ behavior and then which track users’ behavior and then feed these users advertisements feed these users advertisements targeted at their interests.targeted at their interests.

But because behavioral targeting But because behavioral targeting emerges from huge integrated datasets emerges from huge integrated datasets on people’s behavior, the threat to on people’s behavior, the threat to personal privacy becomes greater as personal privacy becomes greater as well.well.

Challenge 2: Challenge 2: Competition from Competition from SearchSearch

When Google introduced search When Google introduced search programs, everything changed.programs, everything changed.

As content on the Internet exploded, As content on the Internet exploded, search algorithms could quickly wade search algorithms could quickly wade through all the content and find through all the content and find information about comparative brand information about comparative brand performance, price, and where purchases performance, price, and where purchases can be made.can be made.

Consumers gained power over the Consumers gained power over the information delivered to them.information delivered to them.

Challenge 3: Challenge 3: Advertising’s Advertising’s Relationships with Other Relationships with Other Promotional ToolsPromotional Tools

There is compelling evidence that There is compelling evidence that messages from multiple sources are messages from multiple sources are more effective than repeated more effective than repeated messages from a single source.messages from a single source.

Challenge 4: Challenge 4: Role of Social MediaRole of Social MediaExpenditures for social media Expenditures for social media

advertising are increasing as social advertising are increasing as social media such as Facebook increase the media such as Facebook increase the number of users and the time they number of users and the time they spend on the sites.spend on the sites.

Challenge 5: Challenge 5: What Will Television What Will Television Look Like When It Becomes a Look Like When It Becomes a Computer?Computer?

Brian Steinberg writes that television Brian Steinberg writes that television will soon become a “web will soon become a “web convergence device” that allows convergence device” that allows many more content choices for the many more content choices for the viewer.viewer.

Consumers will be able to watch Consumers will be able to watch conventional television, select pay conventional television, select pay content, answer their email, chat on content, answer their email, chat on Facebook, order from Amazon, and Facebook, order from Amazon, and play interactive games.play interactive games.

Challenge 6: Challenge 6: How Will Advertising How Will Advertising Content of the Future Look?Content of the Future Look?

Kunur Patel observes that top Kunur Patel observes that top agencies produced both great agencies produced both great television work and prize-winning television work and prize-winning applications for the Internet world applications for the Internet world and these two strengths will become and these two strengths will become increasingly important in the next increasingly important in the next few years.few years.

Rupal Parekh points out that drawing Rupal Parekh points out that drawing audiences to advertising will become audiences to advertising will become increasingly important and that increasingly important and that brands are interesting story in and of brands are interesting story in and of themselves, and inviting people to themselves, and inviting people to hear those stories fits well with the hear those stories fits well with the migration toward consumer control migration toward consumer control over message delivery.over message delivery.

Challenge 7: Challenge 7: Advertising Agency Advertising Agency ChangesChanges

Phil Johnson reported in Ad Age that Phil Johnson reported in Ad Age that there are several major changes that there are several major changes that advertising agencies will have to advertising agencies will have to navigate in order to be successful in navigate in order to be successful in the future.the future.

First, agencies will have to focus less First, agencies will have to focus less on target audiences and more on on target audiences and more on media channels.media channels.

When companies harvest cookies When companies harvest cookies placed on your computer and your placed on your computer and your mobile phone, they learn what mobile phone, they learn what products and brands you are products and brands you are interested in and which you interested in and which you purchase.purchase.

Second, Johnson predicts that Second, Johnson predicts that accountability will become much accountability will become much more important for advertising more important for advertising agencies.agencies.

The immediacy of feedback is very The immediacy of feedback is very significant for advertising agencies significant for advertising agencies because they and their clients will because they and their clients will have evidence of the effectiveness of have evidence of the effectiveness of their messages and placements.their messages and placements.

  The Agency World The Agency World and and the Key Playersthe Key Players

The AdvertiserThe Advertiser

The advertiser refers to the company The advertiser refers to the company that sponsors the advertising about that sponsors the advertising about its business and is considered as the its business and is considered as the number one key player.number one key player.

Management of this function lies with Management of this function lies with the marketing department which the marketing department which initiates the advertising effort by initiates the advertising effort by identifying marketing problems identifying marketing problems advertising can solve.advertising can solve.

As the client, the advertiser is As the client, the advertiser is responsible for monitoring the work responsible for monitoring the work and paying the agency for its work and paying the agency for its work on the account.on the account.

The marketing team makes the final The marketing team makes the final decisions about strategy including decisions about strategy including the target audience and the size of the target audience and the size of the advertising budget.the advertising budget.

Traditionally, the key individual for a Traditionally, the key individual for a brand in corporations is the brand brand in corporations is the brand manager.manager.

The AgencyThe Agency

Advertising agenciesAdvertising agencies

Advertising agencies are independent Advertising agencies are independent organizations of creative people and organizations of creative people and business people who specialize in business people who specialize in developing and preparing advertising developing and preparing advertising plans, advertisements, and other plans, advertisements, and other promotional tools for advertisers. The promotional tools for advertisers. The agencies also arrange for or contract agencies also arrange for or contract for purchases of space and time in for purchases of space and time in various media.various media.

The advertising agencies create, The advertising agencies create, produce and distribute the produce and distribute the messages. The working messages. The working arrangement between advertiser and arrangement between advertiser and agency is known as the agency-client agency is known as the agency-client relationship.relationship.

Types of AgenciesTypes of Agencies

Advertising agencies are typically Advertising agencies are typically classified by their geographic scope, classified by their geographic scope, the range of services they offer, and the range of services they offer, and the type of business they handle.the type of business they handle.

Local agenciesLocal agenciesAdvertising agencies which specialize in Advertising agencies which specialize in

creating advertising for local businesses.creating advertising for local businesses.

Regional agenciesRegional agenciesAdvertising that focuses on the Advertising that focuses on the

production and placement of advertising production and placement of advertising suitable for regional campaignssuitable for regional campaigns

National agenciesNational agenciesAdvertising agencies that produce and Advertising agencies that produce and

place the quality of advertising suitable place the quality of advertising suitable for national campaigns.for national campaigns.

International agenciesInternational agenciesAdvertising agencies that have offices or Advertising agencies that have offices or

affiliates in major communication centers affiliates in major communication centers around the world and can help their around the world and can help their clients market internationally or globally.clients market internationally or globally.

Range of ServicesRange of Services

Full-Service AgenciesFull-Service Agencies It typically includes an array of It typically includes an array of

advertising professionals to meet all advertising professionals to meet all the promotional needs of clients.the promotional needs of clients.

Often, a full-service agency will also Often, a full-service agency will also offer a client global contracts.offer a client global contracts.

Creative BoutiquesCreative Boutiques

It typically emphasizes creative It typically emphasizes creative concept development, copywriting, concept development, copywriting, and artistic services to clients.and artistic services to clients.

An advertiser can employ this An advertiser can employ this alternative for the strict purpose of alternative for the strict purpose of infusing greater creativity into the infusing greater creativity into the message theme or individual message theme or individual advertisement.advertisement.

The creative boutique’s greatest The creative boutique’s greatest advantage, niche expertise, maybe advantage, niche expertise, maybe its greatest liability was well.its greatest liability was well.

Interactive AgenciesInteractive Agencies

They help advertisers prepare They help advertisers prepare communications for new media such communications for new media such as the Internet, interactive kiosks, as the Internet, interactive kiosks, CD-ROMs, and interactive television.CD-ROMs, and interactive television.

Interactive agencies focus on ways to Interactive agencies focus on ways to use Web-based solutions for direct use Web-based solutions for direct marketing and target market marketing and target market communications.communications.

In-House AgenciesIn-House Agencies

It is often referred to as the It is often referred to as the advertising department in a firm and advertising department in a firm and takes responsibility for the planning takes responsibility for the planning and preparation of advertising and preparation of advertising materials.materials.

This option has the advantage of This option has the advantage of greater coordination and control in greater coordination and control in all phases of the advertising and all phases of the advertising and promotion process.promotion process.

While the advantages of doing While the advantages of doing advertising work in-house are advertising work in-house are attractive, there are two severe attractive, there are two severe limitations.limitations.

First, there may be a lack of First, there may be a lack of objectivity, thereby constraining the objectivity, thereby constraining the execution of all phases of the execution of all phases of the advertising process.advertising process.

Second, it is highly unlikely that an Second, it is highly unlikely that an in-house agency could ever match in-house agency could ever match the breadth and depth of talent the breadth and depth of talent available in an external agency.available in an external agency.

Media SpecialistsMedia Specialists

While not technically agencies, While not technically agencies, media specialists are organizations media specialists are organizations that specialize in buying media time that specialize in buying media time and space and offer media strategy and space and offer media strategy consulting to advertising agencies consulting to advertising agencies and advertisers.and advertisers.

Today, the task of strategic Today, the task of strategic coordination of media and coordination of media and promotional efforts has become promotional efforts has become complex because of the proliferation complex because of the proliferation of media options and extensive use of media options and extensive use of promotional tools beyond of promotional tools beyond advertising.advertising.

An advantage of using media An advantage of using media specialists is that since they buy media specialists is that since they buy media in large quantities, they often acquire in large quantities, they often acquire media time at a much lower cost than media time at a much lower cost than an agency or advertiser could.an agency or advertiser could.

Also, media specialists often have time Also, media specialists often have time and space in inventory and can offer and space in inventory and can offer last-minute placement to advertisers.last-minute placement to advertisers.

Promotion AgenciesPromotion Agencies

Since advertising agencies, even full-Since advertising agencies, even full-service will concentrate on the service will concentrate on the advertising process and provide only a advertising process and provide only a few ancillary services for other few ancillary services for other promotional efforts, promotion agencies promotional efforts, promotion agencies came into existence.came into existence.

Promotion agencies can handle Promotion agencies can handle everything from sampling to event everything from sampling to event promotions to in-school promotional tie-promotions to in-school promotional tie-ins.ins.

Sales Promotion AgenciesSales Promotion Agencies

These specialists design and then These specialists design and then operate contests, sweepstakes, operate contests, sweepstakes, special displays, or coupon special displays, or coupon campaigns for advertisers. It is campaigns for advertisers. It is important to recognize that these important to recognize that these agencies can specialize in consumer agencies can specialize in consumer sales promotion and will focus on sales promotion and will focus on price-off deals, coupons, sampling, price-off deals, coupons, sampling, rebates, and premiums.rebates, and premiums.

Other firms will specialize in trade sales Other firms will specialize in trade sales promotions designed to help advertisers promotions designed to help advertisers use promotions aimed at wholesalers, use promotions aimed at wholesalers, retailers, vendors, and trade resellers.retailers, vendors, and trade resellers.

These agencies are experts in designing These agencies are experts in designing incentive programs, trade shows, sales incentive programs, trade shows, sales force contests, in-store merchandising, force contests, in-store merchandising, and point-of-purchase materials.and point-of-purchase materials.

Event-Planning AgenciesEvent-Planning Agencies

Event-planning agencies and organizers Event-planning agencies and organizers are experts in finding locations, securing are experts in finding locations, securing dates, and putting together a team of dates, and putting together a team of people to pull off a promotional event.people to pull off a promotional event.

The event-planning organization will also The event-planning organization will also take over the task of advertising the take over the task of advertising the event and making sure the press event and making sure the press provides coverage ( publicity ) of the provides coverage ( publicity ) of the event.event.

Design FirmsDesign Firms

Designers and graphics specialists do Designers and graphics specialists do not get enough credit in the not get enough credit in the advertising and promotion process.advertising and promotion process.

While designers are rarely involved While designers are rarely involved in strategy planning, they are in strategy planning, they are intimately involved in the execution intimately involved in the execution of the advertising effort.of the advertising effort.

In a most basic sense, designers help In a most basic sense, designers help a firm create a logo and other visual a firm create a logo and other visual representation that promote an representation that promote an identity for a firm.identity for a firm.

But beyond the logo, graphic But beyond the logo, graphic designers will also design most of the designers will also design most of the materials used in supportive materials used in supportive communications such as the package communications such as the package design, coupons, in-store displays, design, coupons, in-store displays, brochures, outdoor banners for brochures, outdoor banners for events, newsletters, and direct mail events, newsletters, and direct mail pieces.pieces.

Public Relations FirmsPublic Relations Firms

PR firms manage an organization’s PR firms manage an organization’s relationships with the media, the relationships with the media, the local community, competitors, local community, competitors, industry associations, and industry associations, and government associations.government associations.

The tools of PR include press The tools of PR include press releases, feature stories, lobbying, releases, feature stories, lobbying, spokespersons, and newsletters.spokespersons, and newsletters.

Most advertisers do not like to handle their Most advertisers do not like to handle their own PR tasks for two reasons:own PR tasks for two reasons:

PR takes highly specialized skills and PR takes highly specialized skills and talent not normally found in an talent not normally found in an advertising firm.advertising firm.

Managers are too close to PR problems Managers are too close to PR problems and may not be capable of handling a and may not be capable of handling a situation, particularly a negative situation, particularly a negative situation, with measured public situation, with measured public responses. responses.

How Are Agency Jobs How Are Agency Jobs Organized?Organized?

Account ManagementAccount Management

It is also sometimes referred to as It is also sometimes referred to as account services and functions as a account services and functions as a liaison between the client and liaison between the client and agency. It ensures that the agency agency. It ensures that the agency focuses its resources on the client’s focuses its resources on the client’s needs. The account executive is needs. The account executive is responsible for interpreting the responsible for interpreting the client’s marketing research and client’s marketing research and strategy for the rest of the agency.strategy for the rest of the agency.

Account executives report to Account executives report to management (or account) management (or account) supervisors. They in turn report to supervisors. They in turn report to the agency’s director of accounts (or the agency’s director of accounts (or client) services.client) services.

Account Planning and Account Planning and ResearchResearch

Account planning is a hybrid Account planning is a hybrid discipline that uses research to discipline that uses research to bridge the gap between account bridge the gap between account management and creatives.management and creatives.

The account planning group gathers The account planning group gathers all available intelligence on the all available intelligence on the market and consumers and acts as market and consumers and acts as the voice of the consumer..the voice of the consumer..

Account planners are strategic Account planners are strategic specialists who prepare specialists who prepare comprehensive information about comprehensive information about the consumers’ wants, needs and the consumers’ wants, needs and relationship to the client’s brand and relationship to the client’s brand and recommendations on how the recommendations on how the advertising should work based on advertising should work based on insights they derive from consumer insights they derive from consumer research.research.

The group also defends the The group also defends the consumer’s point of view and the consumer’s point of view and the creative strategy in the debate creative strategy in the debate between the agency’s creative team between the agency’s creative team and the clientand the client

Creative Development and Creative Development and ProductionProduction

A creative group includes people who A creative group includes people who write (copywriters), people who write (copywriters), people who design ideas for print ads or design ideas for print ads or television commercials (art television commercials (art directors), and people who convert directors), and people who convert these ideas into television or radio these ideas into television or radio commercials (producers).commercials (producers).

Media Planning and Media Planning and BuyingBuying

Media planning and buying are the Media planning and buying are the processes that direct advertising processes that direct advertising messages to the right people in the messages to the right people in the right place and the right time.right place and the right time.

Media planning is the design of a Media planning is the design of a strategy that shows how investments strategy that shows how investments in advertising time and space will in advertising time and space will contribute to the achievement of contribute to the achievement of marketing objectives.marketing objectives.

The challenge in media planning is The challenge in media planning is determining how best to allocate the determining how best to allocate the fixed advertising budget for a fixed advertising budget for a particular planning period among ad particular planning period among ad media, across vehicles within media, media, across vehicles within media, and over time.and over time.

Advertising ProductionAdvertising Production

The department in an advertising The department in an advertising agency that is responsible for agency that is responsible for managing the steps that transform managing the steps that transform creative concepts into finished creative concepts into finished advertisements and collateral advertisements and collateral materials.materials.

Traffic DepartmentTraffic Department

The department in an advertising The department in an advertising agency that coordinates all phases of agency that coordinates all phases of production and makes sure production and makes sure everything is completed before the everything is completed before the deadline.deadline.

AdministrationAdministration

Large agencies often have Large agencies often have departments for accounting, human departments for accounting, human resources, data processing, resources, data processing, purchasing, financial analysis, legal purchasing, financial analysis, legal issues, and insurance.issues, and insurance.

Communication: What Makes Communication: What Makes Advertising UniqueAdvertising Unique

Advertising is communication – a Advertising is communication – a special kind of communicationspecial kind of communication

““truth well told” – McCann truth well told” – McCann worldgroupworldgroup

Ethical advertisers and agencies they Ethical advertisers and agencies they employ, work as a team to discover employ, work as a team to discover and use the best methods possible to and use the best methods possible to tell their story truthfully and tell their story truthfully and creatively to the marketplacecreatively to the marketplace

To succeed, they must understand To succeed, they must understand the elements of the advertising the elements of the advertising communication process, which is communication process, which is derived from the basic human derived from the basic human communication processcommunication process

The Human Communication The Human Communication ProcessProcess

Source – formulates an idea, encodes it as Source – formulates an idea, encodes it as a message, and sends it via same channel a message, and sends it via same channel to another party, called the receiver who to another party, called the receiver who must decode the message in order to must decode the message in order to understand it and then sends the new understand it and then sends the new message back through some channel. message back through some channel.

A message that acknowledges or responds A message that acknowledges or responds to the original message constitutes to the original message constitutes feedback.feedback.

All this takes place in an environment All this takes place in an environment characterized by noise, the distracting characterized by noise, the distracting cacophony of many other messages being cacophony of many other messages being sent at the same time by other sources.sent at the same time by other sources.

source source -- sponsorsponsormessage -message - adadchannel - channel - mediummediumreceiver - receiver - consumer or prospectconsumer or prospectnoise -noise - the din of competing the din of competing

ads and commercialsads and commercials  

Applying the Communication Applying the Communication Process to AdvertisingProcess to Advertising

Barbara Stern at Rutgers University sees Barbara Stern at Rutgers University sees advertising as a form of structured, literary advertising as a form of structured, literary text, rather different from the text, rather different from the spontaneous, word of mouth spontaneous, word of mouth communication of oral speech.communication of oral speech.

She proposes a more sophisticated She proposes a more sophisticated communication model, derived from the communication model, derived from the traditional model applied specifically to traditional model applied specifically to advertising as composed commercial text advertising as composed commercial text rather than informal speech.rather than informal speech.

The Stern Model recognizes that in The Stern Model recognizes that in advertising, the source, the message advertising, the source, the message and the receiver all have multiple and the receiver all have multiple dimensionsdimensions

  Source Dimensions: The Source Dimensions: The

Sponsor, the Author and the Sponsor, the Author and the PersonaPersona

In advertising, who is the source of In advertising, who is the source of the communication?the communication?

Is it the sponsor named in the ad?Is it the sponsor named in the ad?

In the real world, the sponsor is legally In the real world, the sponsor is legally responsible for the communication and responsible for the communication and has a message to communicate to actual has a message to communicate to actual consumers.consumers.

In advertising, the sponsor does not really In advertising, the sponsor does not really produce the message.produce the message.

It is the role of the sponsor’s ad agencyIt is the role of the sponsor’s ad agency

The author of the communication is The author of the communication is actually a copywriter or a creative group.actually a copywriter or a creative group.

To the consumer, this persona, who To the consumer, this persona, who represents the sponsor, is the source of represents the sponsor, is the source of the within text messagethe within text message

Message Dimensions: Message Dimensions: Autobiography, Narrative and Autobiography, Narrative and

DramaDrama Advertising messages typically use one or Advertising messages typically use one or

a blend of three literary formsa blend of three literary forms Autobiographical messages – “I” tell a Autobiographical messages – “I” tell a

story about myself to “You” the imaginary story about myself to “You” the imaginary audience eavesdropping on my private audience eavesdropping on my private personal experiencepersonal experience

Narrative messages – a third person Narrative messages – a third person persona tells a story about others to an persona tells a story about others to an imagined audienceimagined audience

Drama message – the characters act out Drama message – the characters act out events directly in front of an imagined events directly in front of an imagined empathetic audienceempathetic audience

Thus, among the most important Thus, among the most important decisions the authors of advertising decisions the authors of advertising messages make are what kind of messages make are what kind of persona and which literary form to persona and which literary form to use to express the messageuse to express the message

Receiver Dimensions: Implied, Receiver Dimensions: Implied, Sponsorial, and Actual Sponsorial, and Actual

ConsumersConsumersWithin the text, every ad or Within the text, every ad or

commercial presumes same commercial presumes same audience is there. These implied audience is there. These implied consumers who are addressed by the consumers who are addressed by the ad’s persona, are not realad’s persona, are not real

Sponsorial consumers are the Sponsorial consumers are the gatekeepers who decide if the ad will gatekeepers who decide if the ad will run or notrun or not

The actual consumers are people in The actual consumers are people in the real world who comprise the ad’s the real world who comprise the ad’s target audiencetarget audience

Feedback and Feedback and InteractivityInteractivity

In advertising, feedback can take In advertising, feedback can take many forms – phone inquiries, store many forms – phone inquiries, store visits, increased salesvisits, increased sales

References:References:

Arens, William, Schaefer, David & Weigold, Michael Arens, William, Schaefer, David & Weigold, Michael (2012). Advertising. New York, NY; McGraw Hill/Irwin(2012). Advertising. New York, NY; McGraw Hill/Irwin

Chitty, William, Barker, Nigel, Valos, Michael & Shimp, Chitty, William, Barker, Nigel, Valos, Michael & Shimp, Terence (2012). Integrated Marketing Terence (2012). Integrated Marketing Communications. Sydney, Aus; Cengage Learning Communications. Sydney, Aus; Cengage Learning AustraliaAustralia

Lane, W. Ronald, King, Karen & Reichert, Tom (2011). Lane, W. Ronald, King, Karen & Reichert, Tom (2011). Advertising Procedure. Upper Saddle River, NJ; Advertising Procedure. Upper Saddle River, NJ; Pearson Education, Inc.Pearson Education, Inc.

Moriarty, Sandra, Mitchell, Nancy & Wells, William Moriarty, Sandra, Mitchell, Nancy & Wells, William (2012) Advertising & IMC. London; Pearson (2012) Advertising & IMC. London; Pearson Education Ltd.Education Ltd.

References:References:

Semenik, Richard, Allen, Chris, O’Guinn, Thomas & Semenik, Richard, Allen, Chris, O’Guinn, Thomas & Kaufmann, Hans (2012). Advertising and Kaufmann, Hans (2012). Advertising and Promotions. An Integrated Brand Approach. Promotions. An Integrated Brand Approach. USA; South-Western, Cengage LearningUSA; South-Western, Cengage Learning

Shimp, Terence & Andrews, J. Craig (2013). Shimp, Terence & Andrews, J. Craig (2013). Advertising, Promotion, and other aspects of Advertising, Promotion, and other aspects of Integrated Marketing Communication. USA; Integrated Marketing Communication. USA; South-Western Cengage LearningSouth-Western Cengage Learning

Thorson, Esther and Duffy, Margaret (2012). Thorson, Esther and Duffy, Margaret (2012). Advertising Age. The Principles of Advertising Advertising Age. The Principles of Advertising and Marketing Communication at Work. USA; and Marketing Communication at Work. USA; South-Western, Cengage LearningSouth-Western, Cengage Learning