Application Presentation:

1. Application Presentation: ADVERTISING Presented by Belle Chiwarah Sam Lee

2. COKE HONCHO: AD AGENCIES MATTER LESS NOW From: AdAge.com, July 25, 2002

3. Advertising • Definition • Advertising Classifications • Advertising Functions • Advertising and Marketing

4. Definition Advertisingis a paid, non-personal communication about an organization and its products that is transmitted to a target audience through a mass medium such as television, radio, newspapers, magazines, direct mail, outdoor displays, or mass transit vehicles. In the new global community, advertising messages may be transmitted via new media, especially the Internet.

5. AdvertisingClassifications • Product Advertising • Retail Advertising • Corporate Advertising • Business-to-Business Advertising • Political Advertising • Directory Advertising • Direct Response Advertising • Public Service Advertising • Advocacy Advertising

6. Advertising Functions • Inform Function • Apple (iMac) • Persuasive Function • ABC television network, Miller Beer • Reminder Function • McDonald VS Burger King

7. Advertising and Marketing • Marketing Concept Three main Components: • Meeting Customer needs and wants • Coordinating marketing efforts across the organization • Achieving long-term goals • Marketing Mix • Product • Place • Price • Promotion

8. Advertising Channels

9. Magazine Advantages: • The ability to pinpoint specific audiences • Not for their long lives and high reader involvement. • Have very good printing and color quality . • Offer flexible formats • Uses a magazine insert. Disadvantages: • Can be very expensive • The advance of the publication date, usually thirty to ninety days. • Generally gauge their success in terms of the number of advertising pages they attract

10. Newspaper: Advantages: • Provide complete coverage and almost everybody reads newspapers. • Newspaper advertising is timely. • Ads can be quickly and easily changed • Special editions ” ads with recipes and coupons” • Most newspapers are geographically targeted Disadvantages : • Newspapers do not have the long life of a magazine • The national advertiser must deal separately with each newspaper publisher. • Great variations in printing and color quality in newspaper. • Similar to magazine advertising, many newspapers appear amidst the clutter of other ads.

11. Television Advantages: • Be efficient • Television allows for the demonstration of products or services • Versatile, allowing for the combination of sounds , color and motion. Disadvantages: • The absolute cost of producing and running commercials has become extremely high. Super Bowl :30 / $110,000 • Clutter has been created by the network’s increased use of promotional announcements to stimulate audience viewing of heavily promoted programs and by the increase in shorter, ten – and fifteen-second commercials.

12. Radio Advantages: • Radio is flexible. Anytime on advance notice • Inexpensive to produce. • Radio can reach specific audiences, such as men, women, the elderly, and ethnic markets. Disadvantages: • FM station and AM station. • listeners cannot see the product.

13. Internet Advertising • Spending advertising on Internet 2001 $ 7.3 billion 2002 $ 8.6 billion • Web Advertising • Advantages: • Growing accessibility • Being an interactive medium • Disadvantages: • Spam • Possibility of Internet intrusion • Lack of product diversity among Internet ads

14. ? ? ? GOOD AVERTISING ? ?

15. Good Advertisement • Behind every good advertisement is a creative concept, a big idea that make the message Distinctive, Attention getting and Memorable. • It’s often Difficult to pinpoint the exact source or inspiration for big ideas or to teach advertising people how to find them.

16. to guide the creative team’s search for major selling idea Three Common Methods 1. The “ Incubation Technique of James Web Young 2. The process of lateral thinking ( out of the box) 3. The storytelling process

17. Incubation Technique Five-Step Process: • Gather specific information (elements and information directly related to the product or service ) • Gather general information (observed information about life and events) • Digest this material and give it a mental work over • Incubation period : forget about it and let the subconscious mind go to work • Shape , develop, and adapt the idea to advertising

19. The Process of Lateral Thinking( out of the box) • This process for idea generation widely used today is lateral thinking • This process explores new relationship, breaking established though patterns to generate new ideas and escape old ways of thinking.

20. The Storytelling Process • Advertising at its best is a form of storytelling. • The most compelling advertisements have all the components of a short story. They introduce characters, identify tensions and problems, develop toward a conflict and then offer resolution- usually provided by the product or service being promoted .

21. Development in Creative Strategy • Unique selling proposition approach (USP) • Brand image approach • Positioning g approach • Generic brand approach • The resonance approach

22. Unique Selling Proposition(USP) An advertiser makes superiority claim based on aUnique Product Attribute that presents a meaningful , distinctive consumer benefit.

23. Melt in Your Mouth , Not in Your Hand

24. Brand Image Approach Advertising attempts to develop an Image Identity for a brand by associating the product with symbol.

26. Positioning Approach Successful advertising must implant in the customer’s mind aClear Meaning of what the product is and how it compares to competitive offering.

27. Torengos vs Tostitos

28. Generic Brand Approach When you are the number one brand, you have No Need to Knowledge the Competition or Claim Superiority, as long as a product or service truly does dominate the brand category.

29. The Resonance Approach This approach requires to have aDeep Understanding of the target audience’s world, including their experiences and emotions.”

30. ? or One More Commercial