Introduction into advertising
- 2. Homework – share your h/w What different types of print advertising are there? What are conventions of print advertising? Challenge: How/why do conventions change with different types of advertising?
- 3. Starter Define marketing on your wipeboards
- 4. What is marketing Marketing can be defined as the process of promoting a media text to potential audiences. Marketing aims to: create awareness of a product’s release; create interest in the product itself; generate desire for the product and action in the purchasing it. Ultimately, the purpose of marketing is the importance of audience figures and profits and gauging the commercial success of a media product.
- 5. Short task – can use phones What is your favourite or most memorable advertising and marketing campaign poster? Why? What makes it memorable? Be prepared to share with class! THINK OF THE CAMPAIGN, NOT THE PRODUCT!
- 6. In relation to your campaign…… Put the factors below in order of importance:
- 7. The 4 P’s P_________________ = The media product itself that needs to be sold to audiences. P_________________ = When in the year a media product is released e.g., summer blockbusters in the summer; horror films during October; family films during holiday periods – Christmas/bank holidays/school holidays. P_________________ = The way in which media texts and products are marketed: trailers, posters, TV trailer spots, merchandise, websites, Interviews, TV appearances, press releases, articles, reviews etc. P_________________ = The amount that people are willing to pay for the product.
- 8. The 4 P’s placement promo PRODUCT = The media product itself that needs to be sold to audiences. PLACEMENT = When in the year a media product is released e.g., summer blockbusters in the summer; horror films during October; family films during holiday periods – Christmas/bank holidays/school holidays. PROMOTION = The way in which media texts and products are marketed: trailers, posters, TV trailer spots, merchandise, websites, Interviews, TV appearances, press releases, articles, reviews etc. PRICE = The amount that people are willing to pay for the product.
- 9. Group task In table groups, place under right category When complete, stick your copy in your book and label
- 10. Correct and stick in your book PRICE PROMOTION PRODUCT PLACEMENT What is the value of the product the buyer? What media platform will you your audience? What does the customer want the product? When will you get your message across to your target market? How will it compare to prices? How will you access the right distribution channels? How and where will the customer use it? Where will you get your message across to your target market? Will there be any discounts offered to the customers? What do your competitors do? What features does it need to have to meet the customer’s needs? Where do buyers look for your product or service? Do you need to use sales? How will it be branded? What size/colour/shape etc. should it be? What can you learn from your competitors about their location? Is the price sensitive? How do you competitors reach target market? What will it be called? If they look in a shop, what kind? Will your competitors’ advertising influence your choice? What does it look like? When is the best time to reach target market? How is it different from competitors?
- 11. What is a USP USP stands for ____________ _____________ _____________.
- 12. Unique Selling Point (USP) Marketing involves identifying the USP of the media text. This could be the actors, the narrative, director or other media texts. These are the things that would attract the target audience – anything that makes the product ‘sellable’. It is something that the competitors either won’t or can’t deliver. It differentiates the product from the competitors in a new way that customers will immediately notice the difference. It is what makes it stand out and makes it memorable from the rest!
- 13. USP: Mast Brothers Chocolate The Mast Brothers have an unhealthy obsession with crafting chocolate. They literally make every bar themselves, from the cacao bean all the way to packaging. The dedication itself makes for a great USP, but then there’s the rest of the story. Rick and Michael Mast have a personal style that stands out. It says “we’re from the 18th century, back when craftspeople were revered and took pride in working with their hands.” The Brothers travel by wooden sailboat to foreign lands to find the best cacao possible, and then ship the beans back by sailboat. Strange and over-the-top? Yes. An unforgettable story of dedication that no other chocolate company can match.
- 14. USP: Tom’s shoes TOMS Shoes are quirky, comfy, light and inexpensive. That alone maybe isn’t enough to make a company stand out in the shoe business. The most unique and compelling part of the TOMS Shoes story is that they give a new pair of shoes to a child in need for every pair you purchase. What other shoe company cares that much?
- 15. USP: Kiva There are plenty of places to loan money for a profit. There are also plenty of places to donate money to help change people’s lives. What about loaning money to change lives? That’s where Kiva comes in. In 2005, Kiva launched and brought microloans online. Since then, over $100 million has been loaned to small entrepreneurs in the world’s poorest places. How’s that for unique and compelling?
- 16. Other company USP’s (pair or individual) Product/Company USP Domino’s Pizza “Fresh hot pizza, delivered in 30 minutes or less or it’s free!” Krispy Kreme Makes all of its donuts in stores and are served hot, right off the line. ? ? The challenge is to think of something with a really distinctive USP!
- 17. Individual USP task Think of a product that you use regularly. When complete: Evaluate the 4 P’s and the USP – is the campaign effective? Why or why not?
- 18. Advertising The purpose of advertising is to entice or persuade an audience to purchase or use services in order to generate income. This is done by promotion and marketing campaigns, which advertise the product or services using various forms of media texts (cross-media campaigns).
- 19. GROUP TASK: Put in order of most important to least important. (You’ll explain the reason for your most/least)
- 20. Most important: Reason why: Least important: Reason why:
- 21. Key Terms for print advertising
- 22. Other media language terms Media Language: Colour Type of shot Angle Focus Depth of field Mise-en-scene Realism? Narrative? Use of text/copy Font design/size Layout Hierarchy
- 23. Media Language in an advert
- 24. Group task – will present to class Task 1 Task 2 Apply 3 marketing and advertisement techniques you learned today. 1 should link to audience. Explain how it applies to your advert. Analyse 3 aspects of media language. TECHNIQUE/DENOTATION: MEANING/CONNOTATION: CHALLENGE EXTENSION: How does the advert compare to it’s competitors adverts?
- 25. Pick a number out of a hat!
- 26. 1 2 3 4