The Key Players in Advertising

1
The Key Players in Advertising
2
What is Advertising?

• Advertising is any paid form of nonpersonal
  presentation and promotion of ideas, goods, or
  services by an identified sponsor.
• Can be traced back to the very beginnings of
  recorded history
• Signs announcing various events have been dug up
  in countries surrounding the Mediterranean Sea
• Romans painted walls to announce gladiator
  fights
• Wall paintings in Pompeii praised a politician
• In Greece, town criers announced the sale of
  cattle and crafted items.

3
An Infographic

• The History of Advertising

4
Advertising Today!

• U.S. advertisers now run up an annual advertising
  bill of more than 180 billion, while worldwide
  ad spending exceeds 545 billion!

5
1. The Advertiser!

• Advertising begins with the advertiser, the
  person or organization that uses advertising to
  send out a message about its products.
• The advertiser initiates the advertising effort
  by identifying a marketing problem that
  advertising can solve!

6
Biggest U.S. Advertisers

1. Automotive
2. Retail
3. Movies media
4. Food beverage
5. Medicines
6. Financial services
7. Telecommunications
8. Cosmetics
9. Airline travel hotels
10. Restaurants

1. Direct-response companies
2. Home furnishings
3. Insurance real estate
4. Computers Internet
5. Politics
6. Apparel
7. Beer liquor
8. Audio video equipment
9. Sporting goods
10. Entertainment events

7
2. The Advertising Agency!

• The American Association of Advertising Agencies
  (AAAA) defines an advertising agency as an
  organization of creative people who specialize in
  preparing advertising campaigns, advertisements,
  and other promotional tools.
• Currently...there are 615 advertising agencies
  throughout the U.S.
• 2014 Agency A-List

8
Types of Agencies

1. An in-house agency is an advertising department
   in a company whose main business is NOT
   advertising.
2. Full-service agencies provide a wide range of
   services, such as account management, marketing
   planning, creative design, production,
   media-planning, and media-buying services.
3. A creative boutique specializes in
   developing creative concepts, writing
   creative text, and providing
   artistic services
   usually hired by another
   agency.

9
continued...

1. A media-buying service specializes in buying
   media time and space, particularly on radio and
   television resells to advertising agencies.
2. Interactive agencies specialize in helping
   clients prepare advertising for new interactive
   media, such as the Internet, CD-ROMs, and
   interactive television.

10
3. The Media!

• The media is composed of the channels of
  communication that carry the message from the
  advertiser to the audience.

11
The 5 Advertising Strategies

• Brand Advertising intended to make you remember
  a brand rather than a specific product.
• Informative Advertising teaches you about the
  products benefits.
• Comparative Advertising comparing the benefits
  or qualities of two or more similar products
  advertised product always wins.
• Defensive Advertising the losing product in a
  comparison ad may respond with an ad.
  Pepsi vs. Coke
  
  
  
  
• Persuasive Advertising dont provide
  information, emphasize product features, or make
  comparisons show happy people using the product.
  
• The other side of Persuasive ads Anti-Smoking
  Ads

12
Message Execution Strategies...

• Any message can be presented in different
  execution styles such as
• Slice of life- shows typical people using
  product in a normal setting.
• Lifestyle- shows how a product fits in with a
  particular lifestyle.
• Fantasy- creates fantasy around the product
  dream themes.
• Mood or image- builds a mood or image around
  product, such as love or serenity.
• Musical- shows 1 or more people singing a song
  about a product. FreeCreditReport.com
• Personality symbol- creates a character that
  represents product can be animated.

13

• Technical expertise- shows the companys
  expertise in making the product.
• Scientific evidence- presents scientific evidence
  that the brand is better liked than other brands.
• Testimonial evidence- features a
  highly believable
  or likable source
  endorsing the product.

14
Activity Time!

• Get into your Advertising Agency groups.
• Once in your groups, I will be coming around for
  you to select 1 blue and 1 orange piece of
  paper from my jar. You will be choosing 2 of the
  advertising strategies discussed in class.
• Now, combining both of those strategies, your
  agency is to chose a business/ brand to design
  and create an advertisement.

15
Advertisement MUST include

1. The 4 essential elements
2. Color!
3. Creativity!