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Advertising/Media

Advertising/Media

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Advertising/Media

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  1. Advertising/Media

  2. Tonight Ads Quiz Advertising

  3. Harvard Extension Wants to grow by 20% next year How would you position the school What is its competitive advantage What are 2-3 key marketing messages in support of CA and positioning

  4. 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

  5. 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

  6. 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

  7. Definition? • So, what is advertising?????

  8. 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

  9. Why Advertise?

  10. Why Advertise? • Gain attention of target market Awareness Consideration Preference Purchase

  11. Why Advertise? • Gain attention of target market • Create interest in product Awareness Consideration Preference Purchase

  12. Why Advertise? • Gain attention of target market • Create interest in product • Create preference/desire for your product Awareness Consideration Preference Purchase

  13. Why Advertise? • Gain attention of target market • Create interest in product • Create preference/desire for your product • Motivate action/purchase Awareness Consideration Preference Purchase

  14. 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

  15. Pros/Cons Media

  16. Pros/Cons Media

  17. $149 Billion Ad Spend US (+16%) (-5%)

  18. 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

  19. Where do “modern” techniques fit? • Which is product placement? • Which is viral marketing? • How does viral differ from word-of-mouth? • Control ebbs from Advertising to PR to viral; belief (of some) is that credibility works inversely • Key is transparency and source of “word-of-mouth”

  20. What Makes a “Good” Ad

  21. What Makes a “Good” Ad • Breaks through • Memorable • Achieves one of the following • Creates awareness • Explains a product • Develops an image • Closes the deal

  22. Advertising http://www.youtube.com/watch?v=S1ZZreXEqSY http://www.youtube.com/watch?v=6tCtM8UEQv8 http://www.youtube.com/watch?v=mGE-uHOScIE&feature=related http://www.youtube.com/watch?v=WlB4gkyEXWQ&feature=related http://www.youtube.com/watch?v=CSG807d3P-U&NR=1

  23. http://www.reuters.com/article/idUSTRE53P23L20090426?pageNumber=2http://www.reuters.com/article/idUSTRE53P23L20090426?pageNumber=2 http://news.cnet.com/8301-1023_3-10451439-93.html http://techcrunch.com/2010/02/21/myspaces-hail-mary-strategy-discovery/ http://articles.latimes.com/2010/mar/10/business/la-fi-ct-myspace10-2010mar10