copyright, 1996 © dale carnegie & associates, inc. advertising “1. to call the public’s...

Copyright, 1996 © Dale Carnegie & Associates, Inc.

ADVERTISINGADVERTISING

•“1. To call the public’s attention to things for sale, help wanted, etc., as by printed notices or announcements.”

AdvertisingAdvertising

• 1. Supports the mass media1. Supports the mass media

• 2. Provides information2. Provides information

• 3. Promotes prosperous economy3. Promotes prosperous economy

• 4. Essential to new consumer 4. Essential to new consumer economieseconomies

• 5. Globalization5. Globalization

Advertising HistoryAdvertising History• 1. 1456 Johannes Guttenberg1. 1456 Johannes Guttenberg

Printing press-movable type Printing press-movable type

• 2. 1468 William Caxton2. 1468 William CaxtonFirst printed advertisement First printed advertisement

• 3. 1833 Benjamin Day3. 1833 Benjamin DayCreated New York Created New York SunSun

• 4. 1869 Wayland Ayer4. 1869 Wayland AyerN.W. Ayer & Son 1st Ad AgencyN.W. Ayer & Son 1st Ad Agency

Advertising HistoryAdvertising History• 5. 1910 Edward Bok5. 1910 Edward Bok

Magazine advertising codeMagazine advertising code

• 6. 1914 Congress creates6. 1914 Congress createsFederal Trade CommissionFederal Trade Commission

• 7. 1929 NBC establishes7. 1929 NBC establishesCode of Acceptable AdvertisingCode of Acceptable Advertising

• 8. 1942 Media industries create8. 1942 Media industries createAd Council Ad Council

Advertising AgenciesAdvertising Agencies

STRUCTURESTRUCTURE

1. Creative Directors1. Creative Directors

2. Account Executives2. Account Executives

3. Media Buyers3. Media Buyers

4. Research Staff4. Research Staff

Media ChoicesMedia Choices

• 1. Newspapers1. Newspapers

• 2. Magazines2. Magazines

• 3. Radio3. Radio

• 4. Television4. Television

• 5. Online Services5. Online Services

Newspaper - AdvantagesNewspaper - Advantages

• 1. Newspaper readers are: older, more 1. Newspaper readers are: older, more educated, higher incomes.educated, higher incomes.

• 2. 2. People ready to buy look more to People ready to buy look more to newspapers than any other newspapers than any other

media.media.

• 3. Newspapers can be re-read.3. Newspapers can be re-read.

• 4. Coupons.4. Coupons.

• 5. Quick last minute changes 5. Quick last minute changes

Newspaper - Newspaper - DisadvantagesDisadvantages• 1. Declining readership among 1. Declining readership among

young young adultsadults

• 2. Newspaper ads do not look as 2. Newspaper ads do not look as good good as slick magazine adsas slick magazine ads

• 3. Disposed of quickly - low 3. Disposed of quickly - low frequency frequency

MagazinesMagazines

• ADVANTAGESADVANTAGES1. Longer shelf-life - more exposure1. Longer shelf-life - more exposure2. Pass-along circulation2. Pass-along circulation3. Magazines offer narrow 3. Magazines offer narrow demographicsdemographics4. Advertisements more brilliant4. Advertisements more brilliant

• DISADVANTAGESDISADVANTAGES1. Three month lead time for ad 1. Three month lead time for ad spacespace

RadioRadio

• ADVANTAGESADVANTAGES1. Easily identified target audiences1. Easily identified target audiences2. Fast response time2. Fast response time3. Comparatively inexpensive3. Comparatively inexpensive4. Sounds contribute to a lasting image4. Sounds contribute to a lasting image

• DISADVANTAGESDISADVANTAGES1. No visual opportunities1. No visual opportunities2. Tune in and tune out2. Tune in and tune out3. Background listening3. Background listening4. No shelf life4. No shelf life

TelevisionTelevision

• ADVANTAGESADVANTAGES1. Sound & pictures provide impact1. Sound & pictures provide impact2. Most effective way to reach a 2. Most effective way to reach a diverse diverse mass audiencemass audience

• DISADVANTAGESDISADVANTAGES1. High production costs1. High production costs2. High spot rates2. High spot rates3. Ad clutter3. Ad clutter

Online ServicesOnline Services

• ADVANTAGESADVANTAGES1. Deeper levels of information1. Deeper levels of information2. More information available2. More information available3. High-resolution color, pictures, 3. High-resolution color, pictures, soundsound4. Low cost of production and rates4. Low cost of production and rates

• DISADVANTAGESDISADVANTAGES1. Must have a computer1. Must have a computer

Advertising TacticsAdvertising Tactics

• BRAND NAMESBRAND NAMES

• To make the name of a product a household To make the name of a product a household word.word.– Coke for colaCoke for cola

– Kleenex for facial tissueKleenex for facial tissue

– FOX 45 for WRGTFOX 45 for WRGT

– 2News Your Weather Authority2News Your Weather Authority

– WHIO - Coverage You Can Count On!WHIO - Coverage You Can Count On!


• BRAND IMAGEBRAND IMAGE David Ogilvy - 1950’s David Ogilvy - 1950’s

• To give a product a unique image.To give a product a unique image.– Pepsi GenerationPepsi Generation

– Hathaway shirtsHathaway shirts

– Campbell soupsCampbell soups

– BolognaBologna


• LOWEST COMMON DENOMINATORLOWEST COMMON DENOMINATORRosser Reeves - 1960’sRosser Reeves - 1960’s

• Create a benefit, even if from thin Create a benefit, even if from thin air, then repeat it loudly and air, then repeat it loudly and repeatedly as if the competition repeatedly as if the competition does not have it.does not have it.


• POSITIONINGPOSITIONINGJack Trout Jack Trout

• Establish a product identity that Establish a product identity that appeals to a specific audience.appeals to a specific audience.


• REPETITIONREPETITION1. Barrages - Scheduling in bursts1. Barrages - Scheduling in bursts2. Bunching - Promoting over a limited 2. Bunching - Promoting over a limited

period of timeperiod of time3. Trailing - Condensed versions3. Trailing - Condensed versions4. Multimedia Trailing - Less expensive 4. Multimedia Trailing - Less expensive

mediamedia5. Saturation - buy it all5. Saturation - buy it all6. Roadblock - Buy across media at 6. Roadblock - Buy across media at same timesame time


• NEW TECHNIQUESNEW TECHNIQUES

• 1. Stealth Ads - Liz Taylor1. Stealth Ads - Liz Taylor

• 2. Product placement2. Product placement

• 3. Infomercials3. Infomercials

• 4. ‘zine4. ‘zine

Advertising RegulationAdvertising Regulation

• Caveat emptor - caveat venditorCaveat emptor - caveat venditor

• 1. National Advertising Review 1. National Advertising Review CouncilCouncil

• 2. American Association of 2. American Association of Advertising Advertising AgenciesAgencies

• 3. Ad Council3. Ad Council

• 4. Federal Trade Commission4. Federal Trade Commission

Advertising IssuesAdvertising Issues

• 1. Advertising Clutter1. Advertising Clutter

• 2. Effectiveness2. Effectiveness



• 1. Supports the mass media1. Supports the mass media

• 2. Promotes prosperous economy2. Promotes prosperous economy

• 3. Essential to new consumer 3. Essential to new consumer economieseconomies



• Who really pays for advertising?Who really pays for advertising?

• Are you getting your money’s worth?Are you getting your money’s worth?

• In the quest for larger audiences, have In the quest for larger audiences, have the mass media gone too far in content?the mass media gone too far in content?

• What should advertising’s role be in this?What should advertising’s role be in this?

FACTFACT

• 20012001 The first Baby Boomer will turn 55 years The first Baby Boomer will turn 55 years

old.old.

• Then,Then,a Baby Boomer will turn 55 every 8 a Baby Boomer will turn 55 every 8

seconds for the next 18 years!seconds for the next 18 years!

Nielsen Rating BookNielsen Rating Book

• Is it accurate?Is it accurate?

• You be the judgeYou be the judge

Nielsen Media ResearchNielsen Media Research

• Designated Market Area - Dayton, OhioDesignated Market Area - Dayton, Ohio

• TV HouseholdsTV Households 506,000 506,000Total persons (2+)Total persons (2+) 1,271,0001,271,000Total persons (18+)Total persons (18+) 963,000 963,000Total persons (18-34)Total persons (18-34) 286,000 286,000Total persons (18-49)Total persons (18-49) 593,000 593,000Total persons (25-54)Total persons (25-54) 568,000 568,000Total persons (50+)Total persons (50+) 371,000 371,000



• WomenWomen (18+) (18+) 504,000504,000(18-34)(18-34) 144,000144,000(18-49)(18-49) 301,000301,000(25-54)(25-54) 289,000289,000(50+)(50+) 203,000203,000

Working WomenWorking Women 228,000228,000



• MenMen (18+) (18+) 460,000 460,000(18-34)(18-34) 344,000 344,000(18-49)(18-49) 696,000 696,000(25-54)(25-54) 660,000 660,000

• Teens Girls (12-17)Teens Girls (12-17) 112,000 112,000

• Children (2-11)Children (2-11) 195,000 195,000(6-11)(6-11) 121,000 121,000


• AREAAREA BLACK BLACK HISP HISP MULTI MULTI CABLECABLE

• Metro 14.8 .8 77 84Metro 14.8 .8 77 84

• DMA 11.2 .7 76 72DMA 11.2 .7 76 72

• Dayton 40.7 .8 N/A N/ADayton 40.7 .8 N/A N/A



• TV HouseholdsTV Households 506,000506,000

• Diaries returnedDiaries returned 715 715

• TV Households per Diary 863TV Households per Diary 863

Thank you!Thank you!

copyright, 1996 © dale carnegie & associates, inc. advertising “1. to call the public’s...

Documents

ad council slide

ad space slide

ad agency slide

globalization slide

advertising history

newspaper advantages

newspaper disadvantages

newspaper ads