Introduction to Advertising

Introduction to Advertising By Gloria Boone

What Makes an Ad Effective?

1. It is effective for the audience.

2. The consumers recall the brand.

3. People take action-BUY, CALL, VOTE, or CHANGE ATTITUDES

4. The client (the advertiser-the company or organization who pays for the ad) is satisfied with the results of the ad agency and media placement.

What is Advertising?

Traditional Definitions: Advertising is Paid, Nonpersonal Communication by

An Identified Sponsor Using Mass Media to Persuade or Influence an Audience

Do we need a New Definition for Internet Ads?

How does advertising fit into the traditional communication model?

Source-->Encode--> Message-->Decode-->Receiver

Is Advertising an art?

Advertising is the greatest art form of the twentieth century. Marshall McLuhan

The Image (1961)

The force of the advertising word and image dwarfs the power of other literature in the 20th century. Daniel J. Boorstin

the images--however planned, contrived, or & sorted—(become) more vivid, more attractive, more impressive, and more persuasive than reality itself.

Advertising as pseudo-events are dramatic and repeatable.

Other views:

Advertising is salesmanship. Claude Hopkins

Promise, large promise, is the soul of an advertisement. Samuel Johnson (1709-1784)

Advertising is legalized lying. H. G. Wells

Advertising is…

Advertising creates BRANDS.

Advertising maintains BRANDS.

Advertising modifies BRANDS.

Brand Advertising

TOP 10 BRANDS Ranked by total measured U.S. advertising spending for the first half of 2006 (Ad Age)

1 Verizon 2 Cingular 3 Ford 4 AT&T 5 Sprint Nextel

6 Toyota 7 Chevrolet (General Motors Corp) 8 McDonald's 9 Dell 10 Home Depot

Political Advertising

advertising in the 2004 presidential campaign

$12 million was spent on online

$1.6 billion they allocated to TV ads

(LA Times, March 25, 2007)

Public Service Ads (PSA’s)

Rosie the Riveter

Anti-smoking ads

Anti-drug ads

Preventing forest fires

Preventing AIDS

AD Council

The Ad Council has created many famous public service advertising campaigns. Originally formed in 1942 as The War Advertising Council, the Ad Council has helped increase seat belt usage, reduced pollution and sent minority students to college.

Direct Response Advertising

Promotes a response from the customer.

DRA uses catalogues, email, direct mail, 1-800 numbers, infomercials, telemarketers as ways of reaching the customer directly.

Use a clear call to action to buy now

In 2006, marketers - commercial and nonprofit - spent $166.5 billion on direct marketing in the United States.

generated $1.93 trillion in incremental sales or 10.3 percent of total US GDP.

1.7 million direct marketing employees today in the US. (DMA, 2007)

Retail or Local Advertising

The local car dealer, store, or service has ads in local newspapers, in the yellow pages or on spot TV or on spot radio.

Yahoo & Google are now offering local ads tied to zip codes and maps. The Kelsey Group expects advertisers to spend $11.1 billion in 2011 on local ads, compared with $4.1 billion last year, a growth rate of 22.3 percent.

Business to Business (B2B)

A business advertisers to other companies in trade publications, business newspapers, and on Internet sites.

Some business buyers spend hours researching products to buy for their companies.