J110 1ST Edition Lecture 13 Outline of Last Lecture I II III Promise V Reality Political Observatories Good news Outline of Current Lecture I II III IV Advertising 4 groups Vals Targeting Tailoring Advertising We see more than 150 ads per day Culturally omnipresent 1984 Super Bowl Apple introduces Mac o Ad only shown the one time The birth of Consumer Culture the Industrial Revolution The Odd Couple o Advertising Journalism Fuzzy dividing line Yahoo aims to more deftly blend ads with content 4 Groups Involved in Advertising 1 The client a AT T 2010 ad spending 2 1 billion b Verizon c Chevrolet d Ford e Toyota 2 The Agency a Represent clients b Operate under open contracts i Sell to any media outlet c Some companies have own in house advertising professionals 2a Research a Focus groups surveys and more 2b Creative a Ogilvy b The man in the Hathaway shirt 2c Media Planning a Where when and how b Know the audience 3 The Media a any medium b Internet ads growing fastest 4 The audience a Demographics psychographics Vals Values Attitudes Lifestyles Developed 1978 Attempts to identify psychological motivations for consumer behavior Vals Framework Targeting Tailoring Targeting making message for specific groups of people Tailoring based on individual messages for a certain person Good AdWords o Based on search queries Google AdSense o Based on content of websites
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