Media ClassesPrintElectronicDigital InteractiveDirect MailOut of HomeSituation AnalysisMarketing PlanAdvertising PlanAdvertising Strategy ResearchCreative Concept ResearchPretestingPosttestingMarketdefinition of target audiencesTypePurposeStylesTypePurposeStylesChapter 1: Advertising Today 1-12-11MarketingThe 4 PsProduct: categories of goods or services --> taps into consumer needs and insights -->market research, marketing department, manufacturing, innovation, engineeringPrice: strategies for competitive pricing -->Low Price Point-can be marketing strategy (ex: Walmart) -->High Price Point-Image/brand elevation (ex: luxury brands such as Rolex, Lexus, Gucci)Place: distribution and geography -->Global, international, national, regional and local (global ex: Coke, Toyota, Kodak) -> bad idea to open a surf shop in Cleveland -->affects where marketing efforts (promotion) are placed (local example: yellow pages, local/regional TV and radio, search engine marketing. national ex: websites, ESPN magazine, national TV and radio)*Promotion: (advertising) communication channels -->planned messages created to support marketing objectives and strategies -->how an organization actually sends its marketing message -->marketing strategy determines the target audience ->***Integrated Marketing Communications (IMC) -> Types of marketing communications (planned): collateral materials, personal selling, digital, public relations, word of mouth, advertising, sales promotion, social mediaPosition (the 5th P): a strategic decision that sets a brand apart from competingbrands -->differentiation is critical -->marketing communications (especially advertising) is critical in establishing a brand’s position in the marketplace -> Marcus Thomas uses dogs in the office trying to set itself apart by creating an imageIMC: Integrated Marketing Communications -->consumer needs and behavior changed so advertising and companies needed to change with them ->Netflix strives and Blockbuster falls. it is all about sending out one cohesive message -->collateral materials, personal selling, public relations, sales promotion, product advertising ->surrounds target audience -->bran integration within various, relevant touch points -->addresses the ever-changing dynamics of a consumer’s mindsetCase Review: Barak Obama; Election Campaign ’06-’08*read case study in text-->evolution of advertising --traditional --non-traditional (“new media”) --situation analysis led to this strategy-->different audiences, different goals and behaviors --Audience #1: enthusiastic supporters of Obamagoal: fundraising word of mouthmedia: digital and social mediahigh ROI (return on investment) --Audience #2: undecided votersgoal: mass awareness and persuasionmedia: TVto them, Obama’s brand was relatively unknown--> the “big idea”- CHANGE-->Theme for all touch pointsads, speeches, social, PR, bumper stickers-->Positioning: creating an image, an ideaAdvertisingrequires intimate knowledge of product/brand, audience and mediaCommon advertising goals: Awareness, remind, comprehension, engagement/top-of-the-mind awareness, persuasion, action (purchase, trial, “call now”), change perceptionsProduct: selling a good or service ->Mac vs PC TV advertisingNon-Product: promoting a brand or an idea -->not product specific -->a brand has value (and values), a personality and meaning for peopleImage Advertising (or Brand Advertising): create a particular perception of a company or personality for the brandCase Study: Fierce Tiresin class video-->What it included ->image elements to create Fierce brand ->sales materials and product given away to dealing to help sell tiresCommunication Channels (Media)Mass -newspapers & magazines -radio & TV -out of home (billboards)Addressable (Direct) -Direct mail -emailInteractive (Digital) -mobile -digital and socialNon-traditional -tattoos -blimps -shopping cartsTarget Markets and Audiences (a segment of a population marketing is targeted to-all 4 p’s) VS (advertisingand promotion p)-Consumer Markets:Retail & Public Service-Business/Industrial Markets: Trades, Professions & AgricultureConsumer Advertising Examples-Target (brand new day): emphasis on price during the recession of situation analysis-Geico (little piggy): consumer audience and message dimensions-drama and image/brand differentiationB2B Advertising Examples-Johnsonite Color: professional audience, 4 minute commercial not run on TV, tells a story beyond productChapter 2: Evolution of Advertising11-19-11Effects of Advertising: Coke Case StudyCoke’s goal-market share-idea-you can drink it any time; “thirst knows no season”- icon-santa claus: various interpretations, but coke used the red suit/jolly version-->standardization of santa claus in the 1930’s: print ads that ran for decades showing the power of a well-known brand can impact societyFree Market Economics•Self-interest•Complete Information•Many Buyers & SellersFunctions and Effects of Advertising-Identify and differentiate products (branding)-Communicate product features and availabilityseen a lot of times in selling phones-Persuade customers to try products and suggest reuse-Simulate product distribution-Build value, bran preference, loyalty-Lower overall cost of salesAdvertising started in ancient times...before 500 B.C.E.Key Advertising Milestones← Preindustrial (pre 1800)← Chinese invented paper in 150 BCE← printing press in the 1440s by Gutenberg← most important development in the history of advertising← changed the way people lives, communicated and worked← documentation of history (instead of WOM)← dissemination of news← new advertising vehicles: posters signs flyers newspapers (mass), drove literacy← 1704 first advertising in USA in Boston← ben franklin first to use illustration and large print in advertising← Industrial (mid 1800-mid 1900)← producers needed mass consumption to match mass production← transportation breakthroughs facilitates distribution← increased need for mass marketing techniques← drove increases in productions because there was more “stuff” to sell← drove the need for mass awareness and ways to inform people← radio 1920s and TV 1940s allowed people to hear and see vs. read← brands established imagery and emotion while celebrities became spokespeople← brand development became critical← Immediacy← Golden