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Advertising/Media

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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Advertising/Media

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  1. Advertising/Media

  2. 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

  3. Schools Traditional Advertising: Old School Social Media: New School Integrated Marketing: Post-Graduate

  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. Share of Total Ad Spend by Media(% of total) 2010-2014 Newspaper  Magazine  Television Radio  Cinema  Outdoor  Internet MarketingCharts.com Source: Zenith Optimedia

  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. What Makes a “Good” Ad

  20. 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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