1 / 23

Advertising/Media

Advertising/Media. Tonight. Ads Quiz Advertising. 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. What is Advertising?.

steven-floyd
Download Presentation

Advertising/Media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related