AdCritic.com: Commercial Ads

Welcome to Advertising

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MKTG 353: Advertising!!

“If you can’t turn yourself into a customer, you probably shouldn’t be in the advertising business at all”

--Leo Burnett

What’s advertising?

1) Advertising is glamorous 2) Advertising doesn’t pay well 3) You have to be creative in

advertising 4) You need experience to get into

advertising 5) There are no jobs in advertisingTHESE ARE MYTHS!

No, really …What’s Advertising?

Non personal communication Usually paid for Usually persuasive About products Through media

Advertising and Marketing

The Marketing Concept:

The key to achieving organizational goals consists of determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.

Advertising within the Marketing Concept

1) Consumer Orientation: Advertising interprets the brand in terms of

wants and needs of buyers Decisions about copy and art are dictated by

consumer interests.2) Commitment to Research:

Decisions made from research of the target audience.

Questions of what to say, how to say it, and where to say are answered by research.

Advertising within the Marketing Concept

3) Profit/Goal Orientation Advertising is used because it is the most

effective and efficient way to communicate with target.

Levels of advertising investment may be related to profit goals.

4) Integration of Company Effort Advertising is coordinated with every other

component of the marketing mix(?) As well as the promotion mix (?).

Advertising and Mktg Mix

1) Product PLC Industrial vs. consumer Branding Packaging

2) Pricing Prestige vs. value

Advertising and Mktg Mix

3) Place (distribution) Intensive Selective Exclusive

4) Promotion mix Personal selling Sales promotion Public relations

Great Ad Sources

Advertising Agehttp://www.adweek.com/http://advertising.utexas.edu/world/http://www.agencycompile.com/http://www.aaf.org/

The Ad Industry:

Major Players: Consumers Competition Government Client (Sponsor) Ad Agency

Agency Services/Functions

1) Account Services -- Suits2) Creative Services -- Eccentrics3) Media -- Eggheads4) Research/Account Planning-- Mind

Melders5) Production-- Baseball Hats/Next

Speilbergs

Functions Ctd.

6) Traffic -- Gophers7) Administration/Finance -- Bean

counters8) New Business -- Pitchers9) Legal -- @#%&%!* Lawyers!

How do you select an agency?

Strengths: 1) Creative talent – “big idea” 2) Know client’s business 3) Quality people 4) Client relationship 5) Well organized

How do you select an agency?

Weaknesses: 1) Lack of knowledge of client’s

business 2) Cost estimating 3) Lack creativity 4) Poor account executives 5) Hype and misrepresentation 6) Inconsistent service

Full Service Agency Alternatives

1) In-house agency2) Creative boutiques3) Media buying services

Why use an agency?

1) Specialized knowledge2) Objectivity3) Commission system

Compensation Issue!

1) Quality vs. quantity2) No incentive to reduce costsExample:

Sports Illustrated vs. Inside Sports$75,000 $20,000 15% 15% $11,250 $3,000

Which would you pick?!

Advertising is full of lies!

“It’s a desert topping and a floorwax” Dan Akroyd

Advertising makes you buy things you don’t want!

When was the last time you came home with a bag of stuff you had no use for?

Nothing short of a pointed gun can get anybody to spend money on something s/he doesn’t want.

Advertising makes things cost more!

It often brings prices down.Advertising creates mass markets for

products.The more product produced, the

lower the price.Competition can bring prices down

even more!

Advertising helps bad products sell!

The only thing advertising can do for a bad product is help you find out its bad.

You probably won’t buy it again!

Advertising is a waste of money!

Why don’t we just pull all that money and put it into our national economy?

We already do!Advertising helps sell products….Which helps hold prices down…Which help sales even more!Hey! Advertising helps pay for the

newspapers, magazines, and TV shows you watch!

Ethics and IMC

What’s ethics?What’s it got to do with IMC?How does ethics relate to you?

Marketing and Advertising Ethics

Marketing ethics -- Principles that define acceptable marketing practices

Advertising Ethics -- In addition to marketing ethics (i.e., profits), agencies must consider needs of client!

Ethical problems for ad agency execs:

1) Treating clients fairly!2) Creating honest, non-misleading ads!3) Representing clients whose products are unhealthy, unneeded, useless!

Components of Ethics

1) Individual Factors – Moral Philosophies

2) Organizational Factors – Relationships

3) Opportunity – can you get away with it?

Individual Factors - Moral philosophies

1) Utilitarianism -- maximizing the greatest good for the greatest number of people

2) Ethical formalism -- rule-oriented philosophy that focuses on universal rules without considering alternative results (“the golden rule”)

3) NO UNIVERSAL AGREEMENT ON THE CORRECT MORAL PHILSOPHY

Organizational Relationships1) Significant others -- superiors,

peers, subordinates who influence your decision

2) Corporate culture -- values, beliefs, goals, norms, and rituals that members of an organization share

3) CEO sets the tone

Opportunity1) defined: a favorable set of

conditions that limit barriers or provide rewards

2) if opportunity arises and no punishment, then continued unethical behavior

Hey Dr. Bush!

Go to ad ethics stuff