advertising website advertising age The fuel of the media system Media make money two ways 1 Sell you content 2 Sell your attention to advertisers Creative vs placement Creative message content and strategies indirect Placement where to put ad to reach desired audience where someone can see it direct How does advertising increase profit for companies 1 Get more people to buy product promotes their product to a widespread of people if see a lot of ads for something you might be more interested to actually go out and buy a coke 2 Get people to pay more for product Brand the thoughts feelings that come to mind when you hear a brand name coca cola is so good its worth the money about rebranding the product so people can spend more for it Kia car manufacturer lebron james endorser for kia audi luxury don t think the same thing about both even though both cars bugatti fastest production car in the world Land rover vs ford in the world ford is actually more reliable british build nice cars that never want to run most least reliable car Adv tries to differentiate brands create brand familiarity you brand something to make it different getting us familiar with what those brands mean All the cows look the same word brand comes from Why differentiate how we differentiate cows actually sitting a symbol into a cow to tell it is yours not much difference b t pepsi coke rc shasta cola what differentiates them is what we think of them how do i make y soda different from all of the others seen as being relatively interchangeable all the same we can get people to buy bottled water something that you can get for free Need to overcome product elasticity degree to which consumers see brands as interchangeable elastic ou don t see any diff b t the brands elastic product brands interchangeable buy on price inelastic people see differences between brands qualitatively different our expectations drive our perceptions getting us to see the difference b t products Example Aspirin How to make aspirin bayer first aspirin company aspirin look at active ingredients bayer aspirin no diff b t bayer and aspirin bayer advertised way more than the store brand and costs twice as much getting people to spend more money getting people to perceive that there is a difference Ad Pioneer PT Barnum used opinion leaders endorsements to hype circus realized the value of getting people to be interested in products before it got their local celebrities send them free tickets before its it talk about it what is the value in getting a celebrity to come to your event figured out value of hyping something and the value of endorsement co orientation if one person likes it maybe I should like it Endorsement celeb s value rubs off on product Two very different approaches to advertising 1 Hard sell present brand attributes i m going to give you some kind of information about the products could be one meaningful thing about the product usually contains some information about product Rosser Reeves Prince of Hard Sell Amnesty committee doctors what do doctors recommend aspirin better for people prices skyrocketed discovered power of tv most hated commercial at that time there is no correlation b t what pple think is an unpopular nad and how effective it is find key meaningful attribute of product repeat it all it is is to get people to remember your product even if its extremely annoying irrational approach Unique Selling Proposition attempt to link moods images feelings with brand usually 2 Soft sell little information about product doesn t feature a lot of info of products association technique consider Nike just do it does that tell you anything about the product When nike was a growing shoe company no matter what you are going through its about linking nike t o perseverance competition for competition s sake meeting your own goals superbrand means more than just the product cool hip now starbucks everywhere Thus advertising This advertising is about getting audiences familiar with how your brand is different 1984 Apple s Macintosh Relied on our cultural knowledge to set Mac apart used the knowledge like george orwell s 1984 mac makes it easier for people new thing not just different but better and make it look like everyone is conforming to the world around them apple saying we are freedom we represent freedom Advertising represents the intersection of culture and commerce It influences how we see our world and ourselves for how long have couples been giving their partners rings since the 50 s How do you get engaged De Beers wanted to control supply and demand its value is based on its scarcity so control selling of diamonds people began to sell back their diamonds prevent apple from selling own 80 of world s diamonds cartel control the worlds supply of their diamonds diamonds NW Ayer came up with A Diamond is Forever encourages people to not sell back their diamonds Link diamonds to eternal love association pronicipble Also get them to celebrities marilyn monroe Get them in popular culture i e JB james bond seeing people two month s salary 1990 s they want to emulate change how we think about diamonds de beers would tell jewelers that this is what men would have to spend on a diamond but isn t she worth it An invented tradition could stop advertising became a tradition in all diff kinds of places in the world advertising fueled tradition in england its one month based on economics americans can sell out two months salary de beers 3 months diamond anniversary ring Advertising tries to change how we think about the world Coca Cola change when we want a product and how we see Santa our view of santa as wearing red and white came from coca cola at first coke was just a summer drink link it with something you like and match it to coca cola s colors association principle Also Coke opened road to social change Hey Kid white boy with black man nickname rd mean joe gives black man a coke did play success of that ad that got people to think of other athletes led to success and accepted in mainstream audiences black athletes played with later Advertising uses and plays with cultural concepts VW Think small plays with idea of cool the meaning of cool changes The Daisy Ad links Goldwater to war Barry Goldwater drop a couple nukes into red square to get the attention of the russians terry schwartz world on ad sound guy record sounds use sweet young girl to attract parents your child use a child to vote for the president protect daughter from