ADVERTISING MEDIA Chapter 20 - PowerPoint PPT Presentation

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ADVERTISING MEDIA Chapter 20

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  1. ADVERTISING MEDIAChapter 20 • The average person is exposed to more than 2,000 ads per week ADVERTISING

  2. Advertising Journals • 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!

  3. On-Line Advertising Kitsnytadvertising.nytimes.comDaily CandyGoogle Online MEDIA KITS FOR INFO • How many readers? • How many of these readers are men? • What age catergories does the audience profile identify? • Why does the audience profile specify the income level of readers?

  4. Advertising and its Purpose • 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

  5. Print Media • Newspapers • Magazines • Direct mail • Signs • Billboards • Written Form • Oldest form of Adv. Clio Awards

  6. Newspaper Advertising • Advantages • large readership • known circulation • easy to target mkt. • cost is low • ads are timely • Disadvantages • some wasted circ. • limited life • quality is poor compared to mags. STLTODAY.COM Clio Awards

  7. Magazine Advertising • Advantages • Target mkt. easily • read more leisurely • better quality/print • longer life span • Disadvantages • lower target geographically • more expensive • not as timely Clio Awards

  8. Direct Mail Advertising • Advertising sent by businesses directly through the mail to prospective customers. • Good form of advertising • Main disadv. - thought of as “Junk Mail” Clio Awards

  9. Outdoor Advertising • 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

  10. Outdoor Advertising • 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

  11. Directory Advertising • telephone dir. • yellow pages • low cost • widely used • updated often • Transit Advertising • public transportation • buses • trains • subways • airline terminals • captive audience • economical • may be defaced Clio Awards

  12. BROADCAST MEDIA • Radio • Television • Online Streaming Clio Awards

  13. Radio Advertising • Advantages • easy to target audience • messages changed easily • Mobile • Clio Awards • Disadvantages • short life span • competition for target audience • listeners easily distracted

  14. Television Advertising • Advantages • Creative • believe what they see • more personal/home • reach mass audience • special themes • Disadvantages • very expensive • audience size not always known • commercials/nuisance

  15. 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 pre-qualified 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

  16. 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%

  17. Specialty Media • Also called giveaways or advertising specialties • Relatively inexpensive • Useful items featuring company name, brandmark, and message • Practical = more successful • Common items: • Hats • Calendars • Pens • Shirts • Distribution is key to success • Example: Nature Valley Granola Bars giveaway granola bars at Vail Ski Resort at Snow oasis during spring break

  18. Social Media Introduction to Social Media Power Point What’s your social media strategy? 2013 Video Controversial Viral Marketing KSDK

  19. 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

  20. Sources of News Information Where do you go to get your news and information?

  21. More Americans Turning to Web for News Nearly 50% of Americans regard the internet as their primary source of news and information Source: Zogby, 2008 Nearly 90% of Americans regard web sites as a More important source of news and information than traditional media outlets Source: Zogby, 2008 2008 Internet 2007 2008 Television 2007 2008 Newspapers 2007 2008 Radio 2007 2008 Magazines 2007 ‘08 Blogs ‘07 Source: Zogby, 2007 & 2008 0 10 20 30 40 50

  22. History Image source: http://web2.socialcomputingjournal.com

  23. ? WHAT THE HECK IS SOCIAL MEDIA

  24. Social media is an umbrella term defines: • various activities that integrate technology • social interaction • construction of words, pictures, videos & audio http://www.wikipedia.org

  25. More simply put: “Social media is people developing relationships and having conversations on-line.”

  26. The conversations are powered by: • Blogs • Micro blogs (Twitter) • Online Chat • RSS • Widgets • Social Networks • Social Bookmarks • Message Boards • Podcasts • Video Sharing Sites • Photo Sharing Sites • Virtual Worlds • Wikis (…just to name a few. And more are coming.)

  27. 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

  28. 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

  29. Trust of Information What sources of news and information do you trust?

  30. What Sources Do People Trust?

  31. 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

  32. Monsanto’s External Resources Today Monsanto.com Press Releases Monsanto Twitter Monsanto YouTube Monsanto Facebook MonsantoToday.com Monsanto Blog

  33. Search Engine Optimization

  34. 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

  35. Monsanto.com Today

  36. Monsanto Today www.MonsantoToday.com

  37. What kind of articles Well-written Transparent Honest Informative Useful No spin No messaging Online commenting

  38. For the Record www.monsanto.com/fortherecord

  39. Monsanto Blog

  40. America’s Farmers Ad Campaign New series of radio/TV/print ads Promotion on the web Coordination with social media

  41. www.AmericasFarmers.com

  42. Thank a Farmer