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Introduction to Advertising By Gloria Boone 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? Source-->Encode--> Message-->Decode-->Receiver 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. Other views: 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 Advertising is… Advertising creates BRANDS. Advertising maintains BRANDS. Advertising modifies BRANDS. Brand Advertising Top Brands TOP 10 BRANDS Ranked by total measured U.S. advertising spending for 2009 (Ad Age, Jun 21, 2010 Source: WPP's Kantar Media) 1. Procter and Gamble 2. Verizon 3. AT&T 4. General Motors 5. Pfizer 6. Johnson & Johnson 7. Walt Disney 8. Time Warner 9. L'Oreal 10. Kraft Foods. P& G who produces well known brands such as Ivory Soap, Tide, Crest, Joy, Cover Girl spent $ 4,188.9 million dollars in advertising in 2009
Kantar reports increases in advertising for the topten advertisers in the 2010 Q1:
Top Advertising Categories Most industry categories cut ad spending in 2009. For example retail cut spending by 11.5% and the recession hard-hit auto industry cut spending by an 22.8%. Some industries increased spending such as Telecommunications (1.5%), Food & Beverages (.5%), Pet Food & Pet Care (21.5%) and Cigarettes & Tobacco (25.7%). Data from the First Quarter of 2010 shows great improvement in advertising in most categories.
Political Advertising Borrell Associates Inc.'s 2010 Political Advertising Outlook: The Endless Campaign "Were forecasting political advertising to hit $4.2 billion this year almost three-fourths of it local, and most of it centered on issues, not candidates. But when it comes to the beneficiaries there are no big ahas or uh-ohs: TV broadcasters still command the lions share, and political advertising is one category where the Internet really isn't much of a disruptor at all. Spending on online media will total $44 million this year, barely 1% of all political advertising." Political Advertising to Surge in 2010 The ad windfall, more than 60 percent of which goes to local TV, will be fueled by the election of 37 governors, 38 senators, the entire House of Representatives and issue advertising (which could approach $1 billion) on hot-button topics such as healthcare."
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 In 2006, marketers - commercial and nonprofit - spent $166.5 billion on direct marketing in the United States. generated $1.93 trillion in incremental sales or 10.3 percent of total US GDP. 1.7 million direct marketing employees today in the US. (DMA, 2007) 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. 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"
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© 2007 Gloria
Boone
