11 advertising selling a message. the development of the advertising industry advertising—any paid...
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11 Advertising
Selling a Message
The Development of the Advertising Industry
• Advertising—any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor makes inexpensive media possible provides a diverse amount of product information
The Birth of Consumer Culture
Boston News-Letter selling ads as early as 1704
individual shops and businesses placed ads; no brand promotion
Industrialization and the Growth of Advertising
mass production of low-cost, standardized products
prevalence of messages (ads) grew alongside the availability of products
people could now buy items that fit their style
The Growth of Brand Names
economy of abundance—there are as many goods available as people want to buy
brand name—word or phrase attached to pre-packaged good that allows for promotion:
helped consumer distinguish products from one another
Quaker Oats pioneered use of branding
Pears Soap (Thomas J. Barratt)
Famous slogan: “Have you had your Pears’ today?”
Advertising-Supported Media Advertising helped penny papers flourish. Initially limited in magazines:
• The Ladies’ Home Journal
Advertisers sponsored entire early radio programs. Television specialized in “selling audiences to
advertisers.”
Consumer Advertising
local advertising:
direct action message—designed to get consumers to purchase a product or engage in a behavior
national advertising:
indirect action message—designed to build the image of and demand for a product
advocacy advertising:
promote a particular point of view rather than a product
trade advertising:
promote products directly to other businesses rather than to the consumer market
The Advertising Business
• client—the person or company that has a product or idea to promote:
• advertising used to: build awareness of a new product build a positive image of the product convince users to switch brands promote a benefit of the product
• Research and planning: starts with identifying client’s objectives identifying the characteristics of the target audience ads tested internally and externally
• Creative activity: big idea—will grab people’s attention and make them
take notice, remember, and take action “All good advertising consists of both idea and
execution. All bad advertising consists of just execution.”
• the agency—researches the market, creates the advertising, and places it in the media George Rowell (1860s):
• first to buy space in papers, then sell it to clients• first to publish circulation numbers
Francis W. Ayer opened N.W. Ayer and Son (1868):• wrote copy, developed artwork, planned campaigns • pioneered use of open contract—enabled the agency to
provide advertising space in any publication
David Ogilvy: Ads should be created to sell a product or promote a message.
Advertising does not exist to be innovative, exciting, creative, or entertaining.
Most powerful ad headline words are “free” and “new.”
• Media planning: figuring out which media to use buying the media at the best rates evaluating how effective the purchase was trying to reach largest percentage of target audience
with lowest CPM—cost per thousand views
• Agency size and income U.S. agencies generated $11.2 billion in revenue for
2004 Advertisers spent $263.77 billion in 2004 in United
States:• $38 billion in Japan, $18.4 billion in the U.K., and $18.3
billion in Germany
Trends in agencies include:• large agencies buying multiple, smaller ones• specialization
• The media newspapers:
• original advertising medium • allow advertisers to present detailed
information• space can be purchased last minute
magazines:• higher print quality • longer lead time for preparation
outdoor:billboards, blimps, barns, posters, etc.
radio: • drive time—morning and afternoon commute• short lead time and relatively low costs
television:• offers sound, motion, and visuals • best time slots sold a year in advance
the Internet: • companies that do a lot of their business on the
Net • pop-ups, banners, buttons
The Audience
• targeting—making a particular product appeal to a narrowly defined group
• audience members are often defined by the “graphics”: demographics geographics psychographics
Advertising in Contemporary Culture
• Four common misconceptions about advertising: Advertising makes you buy things you don’t want. Advertising makes things cost more. Advertising helps sell bad products. Advertising is a waste of money.
clutter—the huge number of commercials and other messages that compete for consumer attention between programs:
viewers more likely to remember first ad in a group
average Britain exposed to 311 ads per week (2005)
average American exposed to 789 ads per week (2005)
fight clutter with celebrities and non-traditional ads (Goodyear blimp)
• http://www.artistmike.com/Temp/SubliminalAd.htmlSubliminal advertising
—messages that are allegedly embedded so deeply in an ad that they cannot be consciously perceived
no supporting research, only speculation
• http://www.youtube.com/watch?v=OYecfV3ubP8When advertisements are
more important than the program:
1984 Super Bowl—Apple Macintosh commercial
directed by Ridley Scott
showed Orwellian “Big Brother” situation
• Advertising to children In 2006, industry spent $15 billion on ads to kids. Federal Trade Commission study published in 1978:
o children from the ages of 2–11 see 20,000 ads per year
Food advertising to children has been scrutinized:o health effectso obesity epidemic
TARGETED CHILDRENhttp://www.youtube.com/watch?v=WMDPql6rweo
The Future of Advertising
• Technology allows viewers to skip commercials: In 2006, 10 percent of Americans had DVRs.
• Survey of 133 national advertisers found that 78 percent thought television advertising was less effective.
• CBS is selling Web ads as a package with broadcast ads.
• mobisodes—mobile phone delivered video episodes.
• Product Placement product integration—when product or service being
promoted is not only seen, but is spoken of as a central part of the story
challenge is making them seem natural rather than intrusive
unpopular with television and movie writers
• The Long Tail of Advertising Internet advertising still relatively small (2.5–5
percent) search engine uses difficult to measure consumer exposure to online ads
CRYING INDIANhttp://www.youtube.com/watch?v=_R-FZsysQNw
SCHOOL HOUSE ROCKhttp://www.youtube.com/watch?v=mEJL2Uuv-oQ
DRUNK DRIVINGhttp://www.youtube.com/watch?v=MN5BzH0X97s
AXE SHOWER GIRLShttp://www.youtube.com/watch?v=MTlBYfyOYPg
WASSUPhttp://www.youtube.com/watch?v=JJmqCKtJnxM