Introduction to Advertising 2018 Gloria Boone
Magna raised its own 2019 world-wide advertising forecast from 4.0% to 4.7% to reach $578 billion....
GroupM forecasts that ten countries will provide 83% of all 2019 growth.China remains the largest contributor, but 2019 will be the nation’s sixth successive year, with single-digit ad growth. It will mark its lowest growth rate yet recorded. That said, its $90 billion ad market is second only to the U.S. and has doubled since 2010.
US Ad forecast for 2019- $207 billion (Magna, September, 20, 2018)
Estimates by media category
Ad Age Marketing Fact Pack 2019, (based on 2018 data) reported:
key facts on the world of marketers, media and agencies
1. World largest advertiser- Samsung
2. BIGGEST U.S. ADVERTISER - Comcast
3. MOST-ADVERTISED U.S. BRAND - Geico
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?
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.
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)
People in the USA know McDonald's, but only a few know Maggi. What is Maggi?
Advertising creates BRANDS.
Advertising maintains BRANDS.
Advertising modifies BRANDS.
People know about brands because of advertising.
Brand Advertising - some great recent examples
Political Advertising - Record breaking midterm spending
|Public Service Ads (PSA’s)
Rosie the Riveter
Preventing forest fires
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. Direct Mail statistics for 2017.
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.
"BIA/Kelsey forecasts local media advertising revenues will be $158.6 billion in 2018 (U.S. Local Media Forecast 2013-2018.)"
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.
"Never write an advertisement you wouldn’t want your own family to read."
"The most important decision is how to position your product."
"Big ideas are simple ideas"