Types of Advertising & Execution Styles - MAR 3023 Topic Talk Presentation
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This document summarizes different types of advertising and execution styles. It discusses the differences between advertising and marketing, how advertising agencies work through five main departments, and the major types of institutional and product advertising. It also outlines eleven execution styles for advertising campaigns, including slice-of-life, lifestyle, spokesperson/testimonial, fantasy, humorous, real/animated product, symbols, mood/image, demonstration, musical, and scientific.
Types of Advertising & Execution Styles - MAR 3023 Topic Talk Presentation
- 1. Types of Advertising AND Execution Styles By: Brandon Schuster
- 2. Advertising vs. Marketing An advertising campaign is the media that you use during a certain time frame to promote a product, service, or an event. A marketing plan presents the overall picture for how the company will promote, distribute, and price its products or services.
- 3. How an Advertising Agency Works The Five Main Departments •Account Planning & Management •the strategic guide to the creation of an advertising campaign and link between the ad agency, its clients, and the consumer •Creative •responsible for the creation and execution of the advertisements •Media Planning & Placement •develop a media plan to reach the target audience effectively in a cost effective manner •Strategic Planning & Research •interpret market environment, determine consumer needs and perceptions, and advise how ads can meet strategic goals in order to produce and place the most effective advertising campaign in the most effective media •Digital/Social •using the interactive space to track trends in technology and consumer behavior to identify opportunities for clients through social media and digital product innovation
- 4. Major Types of Advertising p. 267-268 (MKTG 5) •Institutional •goal of the promotion plan is to build up the image of the company or the industry •Product •goal of the promotion plan is to enhance the sales of a specific good or service
- 5. Institutional Advertising •Promotes a company image, rather than a specific brand. It attempts to create goodwill and the desired perception of an entire company, rather than one brand or product. •Seeks to establish, change, or maintain the corporation's identity. •Usually the audience isn’t asked to do anything except maintain a favorable attitude toward the institution. •http://www.youtube.com/watch?v=nnsSUqgkDwU
- 6. Advocacy Advertising Type of Institutional Advertising •Typically used against negative consumer and media attitudes and to enhance the company’s credibility among consumers who already favor its position. •http://www.youtube.com/watch?v=onGNrCc7RQA
- 7. Product Advertising •Trying to promote and sell a specific good or service. •http://www.youtube.com/watch?v=5ba0tZ_P5cg
- 8. Types of Product Advertising Pioneering Competitive Compare two or more brands on one or more specific attributes. Intended to stimulate primary Normally used during the growth phase of the demand for a new product or product life cycle. Doesn’t product category in order to try to build demand, but create interest with consumers. instead tries to influence Heavily used during demand by subtly drawing Comparative distinctions amongst other introductory stage of the brands through product life cycle. quality, performance, and image.
- 9. Execution Styles for Advertising p. 270 (MKTG 5) •Slice-of-Life •Lifestyle •Spokesperson/Testimonial •Fantasy •Humorous •Real/Animated Product •Symbols •Mood or Image •Demonstration •Musical •Scientific
- 10. Slice-of-Life •Depicts people in normal settings, such as at the dinner table or in their car. “Come As You Are” (2010)
- 11. Lifestyle •Shows how well the product will fit in with the consumer’s lifestyle. “Synchronicity” (1999)
- 12. Spokesperson/Testimonial •Features a celebrity, company official, or typical consumer making a testimonial or endorsing a product. (2006) (2007) (2006) (2007) “My Life. My Card.”
- 13. Fantasy •Creates a fantasy for the viewer built around use of the product. “The Big Race” (2006)
- 14. Humorous •Advertisers often use humor in their ads. “You're Not You When You're Hungry” (2010-2011)
- 15. Real/Animated Product •Creates a character that represents the product in advertisements. “Space Station” (2010)
- 16. Symbols •Representations of a brand that become cult classics. “Caveman” (2004)
- 17. Mood or Image •Builds a mood or image around the product, such as peace, love, or beauty. “Solitaire” (1999)
- 18. Demonstration •Shows consumers the expected benefit. “Stylus Tough Life Proof” (2010)
- 19. Musical •Conveys the message of the advertisement through song. My bologna has a first name, it's O-S-C-A-R My bologna has a second name, it's M-A-Y-E-R Oh, I love to eat it everyday, And if you ask me why I'll say. . . 'Cuz Oscar Mayer has a way. . . With B-O-L-O-G-N-A. “My Bologna Has a First Name” (1973)
- 20. Scientific •Uses research or scientific evidence to give a brand superiority over competitors. “Feel Better” (2008)
- 21. Sources •http://www.businessweek.com/smallbiz/content/oct2003/sb20031 09_3183_sb006.htm •http://drypen.in/advertising/agency-structure-of-advertising- agency.html •http://www.rga.com/about/offerings/social •http://wiki.answers.com/Q/How_does_product_advertising_differ_ from_institutional_advertising •“Advertising Agencies: Functions, Structure, and Organization” PowerPoint by Professor Deb Smith (University of South Florida) •MKTG 5 Student Edition by Lamb/Hair/McDaniel (p. 267-270)
- 22. Summary •The Difference Between Advertising and Marketing •How an Advertising Agency Works •Five Departments •Institutional vs. Product Advertising •Advocacy Advertising (Institutional) •Pioneering Advertising (Product) •Competitive Advertising (Product) •Comparative Advertising (Product) •11 Execution Styles for Advertising
- 23. Questions?