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Advertising/Media. Weeks 7 - 12. Tonight: Traditional Advertising Presentation Prep “ The One Thing You Must Get Right Building Brand ” Next Week: Social Media Presentation Prep Week 9: Marketing Plan Presentation Prep

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Presentation Transcript

Weeks 7 12
Weeks 7 - 12

Tonight: Traditional Advertising

Presentation Prep

“The One Thing You Must Get Right Building Brand”

Next Week: Social Media

Presentation Prep

Week 9: Marketing Plan

Presentation Prep

Nov 11: Presentations

Nov 18: Presentations

Nov 25: Branding


Schools
Schools

Traditional Advertising: Old School

Social Media: New School

Integrated Marketing: Post-Graduate


What is advertising
What is Advertising?

  • “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that____________”*

*David Ogilvy, Ogilvy on Advertising


What is advertising1
What is Advertising?

  • “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that YOU BUY THE PRODUCT”*

*David Ogilvy, Ogilvy on Advertising


Advertising v marketing
Advertising v Marketing

  • “Marketing is a strategic activity and a discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money…advertising is one of the tools in your toolbox.” *

*Sergio Zyman, The End of Marketing as We Know It


Definition
Definition?

  • So, what is advertising?????


What is advertising2
What is Advertising

  • Advertising is a paid form of communication, usually where the sponsor is identified, that attempts to persuade potential customers to purchase or to consume more of a particular brand, product or service



Why advertise1
Why Advertise?

  • Gain attention of target market

Awareness

Consideration

Preference

Purchase


Why advertise2
Why Advertise?

  • Gain attention of target market

  • Create interest in product

Awareness

Consideration

Preference

Purchase


Why advertise3
Why Advertise?

  • Gain attention of target market

  • Create interest in product

  • Create preference/desire for your product

Awareness

Consideration

Preference

Purchase


Why advertise4
Why Advertise?

  • Gain attention of target market

  • Create interest in product

  • Create preference/desire for your product

  • Motivate action/purchase

Awareness

Consideration

Preference

Purchase


Advertiser s challenge
Advertiser’s Challenge

  • Finding the right combination of media outlets to express the right message to achieve intended results

  • Key questions

    • Who is target?

    • Where are they in process, or what do I want to accomplish?

      • Create awareness

      • Explain a product

      • Develop an image

      • Close the deal

    • How much can I spend?

    • How will I measure impact?

  • Define Advertising Goals-Measure Advertising Results




Share of total ad spend by media of total
Share of Total Ad Spend by Media(% of total)

2010-2014

Newspaper  Magazine  Television Radio  Cinema  Outdoor  Internet

MarketingCharts.com

Source: Zenith Optimedia


Pr vs advertising
PR vs. Advertising

Advertising

PR

  • Pay for the media (and what is shown/heard)

  • Total control of content and some control over placement

  • High degree of consumer skepticism, if not resistance

  • More expensive

  • Do not pay for media

  • No control over content; no control over placement

  • Some degree of consumer skepticism

  • Nearly free


What makes a good ad
What Makes a “Good” Ad


What makes a good ad1
What Makes a “Good” Ad

  • Breaks through

  • Memorable

  • Achieves one or more of the following

    • Creates awareness

    • Explains a product

    • Develops an image

    • Closes the deal

    • http://www.youtube.com/watch?v=ts_4vOUDImE


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