J110 1ST Edition Lecture 13Outline of Last LectureI. Promise V. RealityII. Political ObservatoriesIII. Good news!Outline of Current LectureI. AdvertisingII. 4 groupsIII. Vals™IV. Targeting & TailoringAdvertising- We see more than 150 ads per day- Culturally omnipresent - 1984 Super Bowl: Apple introduces Maco Ad only shown the one time- The birth of Consumer Culture & the Industrial Revolution- The Odd Coupleo Advertising & Journalism Fuzzy dividing line Yahoo aims to more deftly blend ads with content4 Groups Involved in Advertising 1. The clienta. AT&T: 2010 ad spending $2.1 billionb. Verizonc. Chevroletd. Forde. Toyota2. The Agencya. Represent clientsb. Operate under open contractsi. Sell to any media outletc. Some companies have own in-house advertising professionals2a. Researcha. Focus groups, surveys and more2b. Creativea. Ogilvyb. “The man in the Hathaway shirt”2c. Media Planninga. Where, when and howb. Know the audience3. The Mediaa. any medium b. Internet ads growing fastest4. The audiencea. Demographics & psychographicsVals™- Values Attitudes & Lifestyles- Developed 1978- Attempts to identify psychological motivations for consumer behavior- Vals™ FrameworkTargeting & Tailoring- Targeting: making message for specific groups of people- Tailoring: based on individual, messages for a certain person- Good AdWordso Based on search queries- Google AdSenseo Based on content of
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