Rowan Intro to Advertising BIG Lecture No. 1
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This document provides an overview of key concepts in advertising and marketing, including demographics, psychographics, geodemographics, the marketing mix, the 26 advertising techniques, what makes an ad effective, Ogilvy's advertising tenets, and characteristics of great ads. It discusses audience segmentation, positioning, the importance of reaching the right audience through the optimal channels at the right time to influence attitudes, opinions, and ultimately behavior change. David Ogilvy's principles of simple big ideas and ensuring every word counts are also summarized.
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Rowan Intro to Advertising BIG Lecture No. 1
- 2. Demographics Vital statistics about human population Age Gender Income Education Race Etc.
- 3. Psychographics Psychological characteristics – many times determined by standardized tests. Used for audience segmentation and fragmentation. Attributes relating to: Personality Values Attitudes Interests Lifestyles
- 4. Geodemographics A contraction of geography and demographics. A method of combining geographic and demographic variables of individuals who live in the same geographic area or region.
- 5. Lecture One – Fall 2010 Introduction to Advertising M. Larry Litwin, APR, Fellow PRSA © 2010
- 6. Or… A basic understanding of the Advertising Profession
- 7. Portions t aken from…
- 8. Portions t aken from…
- 10. Ogilvy’s Advertising Tenets Here are some advertising tenets that David Ogilvy offers: “ Never write an advertisement you wouldn’t want your own family to read.” “ The most important decision is how to position your product.” If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.” “ Big ideas are usually simple ideas.” “ Every word in the copy must count.”
- 12. You Talk – We Listen Hearing vs. Listening There is a reason why we have two ears and one mouth – we must listen twice as much as we speak.
- 13. Clutter
- 14. Cutting through the clutter Using…
- 15. Locking Power Signature Superimposition Superstitial Interstitial Jingle Slogan Key Visual Logo
- 16. Locking Power – Nike ®
- 17. Strategic Message Commercial Persuasion Or Public Relations “ The establishing of reciprocal understanding between an individual and a group.” Edward Bernays
- 18. Locking Power
- 19. Locking Power - Strategy
- 22. Locking Power – Coke World http://www.youtube.com/watch?v=dfU17niXOG8
- 24. MAC Triad Plus cont. Informization Disseminating information ( message ) to target audience through the proper channel at the best possible time .
- 25. 7 C’s of Communication Credibility Context Content Clarity Continuity and Consistency Channels Capability
- 26. Public Relations… (Not paid – Uncontrolled)
- 27. Advertising 101 Paid (Non) personal communication From identified sponsor Using (mass) media To persuade or influence Audience (Paid – Controlled)
- 28. Marketing 101 Determine what people need (and want) and give it to them.
- 29. Marketing The exchange of goods and services from manufacturer to consumer. Strategies that employ the various elements of the marketing mix to achieve marketing objectives.
- 30. Marketing Mix A plan that identifies the most effective combination of promotional activities (IMC). The goal is to achieve synergy.
- 32. Synergy The whole is greater than the sum of its parts or The whole works better than any one of its parts. [ To achieve our goal, we should achieve synergy. ]
- 34. Six Basic Components Paid (Non)-personal communication Sponsor is identified Using (mass) media Tries to persuade or influence Reaches large audience
- 35. More Locking Devices Manilow http:// www.youtube.com/watch?v =TW1VuvGjnSo Longer http://www.youtube.com/watch?v=JUQD2KIhSR0&feature=related Includes Print http://www.youtube.com/watch?v=t_ibxFa2l4k&feature=related
- 37. Reaching the Desired Outcome Attitude Opinion Education > Knowledge > Attitude > Behavioral Change > Output = Desired Outcome
- 38. More Locking Power – Oscar http://www.youtube.com/watch?v=ctNAs1K7nbo&feature=related
- 40. Demographics Vital statistics about human population Age Gender Income Education Race Etc.
- 41. Psychographics Psychological characteristics – many times determined by standardized tests. Used for audience segmentation and fragmentation. Attributes relating to: Personality Values Attitudes Interests Lifestyles
- 42. Geodemographics A contraction of geography and demographics. A method of combining geographic and demographic variables of individuals who live in the same geographic area or region.
- 43. Litwin’s 9 P’s of Marketing = Synergy Product Place (Positioning) Price Promotion (Sales) Public Relations Personal selling Policy Politics Packaging
- 44. Key Concepts of Marketing
- 45. Features and Benefits Features Important characteristics of a product or service. Stress features to active audiences. Benefits The quality of product or service that supplies satisfaction or need fulfillment to the consumer or audience member. Stress benefits to passive audiences.
- 46. Strategy Advertisers direct ads to identified audiences Advertisers create messages that speak to the audience’s concerns Advertisers run ads in the most effective media to reach the audience The logic and planning behind the ad that give it direction and focus Advertisers develop ads to meet objectives
- 47. Superior tactics cannot overcome a flawed (business) strategy .
- 48. 11 Types of Advertising Brand Retail or Local Directory Direct-Response Business-to-Business Corporate Institutional (Product) Recruitment Political Issue (Advocacy) Public Service (Charity/Non-profit)
- 49. 26 Advertising Mechanisms or Techniques Co-op Per Inquiry Tie-in Piggyback Competitor Product Placement Product Integration Silent Publicity Advertorial Infomercial
- 50. 26 Advertising Mechanisms or Techniques (more) Endorsement Testimonial Informational Partnering (Partnership/Affinity/Sponsorship Marketing) Cause-Related Marketing (Positive Association/ Sponsorship Marketing) Co-authoring Co-branding
- 51. 26 Advertising Mechanisms or Techniques (more) Interactive Scent/Aroma Marketing Virtual Specialty Street Marketing Viral Marketing (Word of Mouth – WOMM) E-viral Marketing (Word of Mouse – E-WOMM) Promotainment House (Promo)
- 52. What Makes an Ad Effective? Gets your attention Delivers the message Creates an impression for a product or brand Influences people to respond Separates the product or brand from the competition
- 53. Characteristics of Great Ads Good or Great Ads Work on Two Levels Achieve the Sponsor’s Objectives Satisfy the Customer’s Objectives by Engaging Them & Delivering a Relevant Message
- 54. Ogilvy’s Advertising Tenets Here are some advertising tenets that David Ogilvy offers: “ Never write an advertisement you wouldn’t want your own family to read.” “ The most important decision is how to position your product.” If nobody reads or looks at the ads, “it doesn’t do much good to have the right positioning.” “ Big ideas are usually simple ideas.” “ Every word in the copy must count.”
- 55. Locking Power – Big Mac http://www.youtube.com/watch?v=en4muUSIRT4&NR=1
- 56. Questions ??? M. Larry Litwin, APR, Fellow PRSA [email_address] www.larrylitwin.com © 2010