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OutlineThe world of advertising DefinitionComponents Roles Functions of advertisingPlayers of advertisingTypes of advertisingBackground of todays advertisingCurrent advertising issuesChapter 1Welcome to the World of AdvertisingThe World of AdvertisingDefining advertisingA paid persuasive form of communicationthat uses non personal mass media as well as interactive mediato reach target audiencewith an identified sponsor2The World of AdvertisingDefining advertising

It is a form of communication that operates with objectives and strategies leading to various types of impact on consumer thoughts, feelings, and actions.3Key Components of AdvertisingAdvertising strategy: The logic behind an advertisementMessage: The concept behind the message expressionMedia: Which media will be used?Evaluation: Measurement of effectiveness

4Roles of AdvertisingMarketing roleCommunication roleEconomic roleSocietal role

55Functions of AdvertisingProvide product and brand informationProvide persuasionProvide incentives to take actionProvide reminders and reinforcement6Functions of AdvertisingDevelop or maintain product awarenessBuild company and brand imageProvide product information that differentiates one brand from another7The Five Players of AdvertisingAdvertiserAdvertising agencyMediaSuppliersTarget audience

8The Five Players of AdvertisingThe AdvertiserThe person or org. that uses adv. to send out a message about its products. States the marketing problem that the advertising can solve.Final decisionsResponsible for monitoring work and paying the bills for the agencys work on its account.

9The Five Players of AdvertisinglkerUnileverProcter & GambleFrito-LayEtiCoca ColaKo GroupAvea

10TurkcellBenckiserHenkelColgateEvyapNestlePepsi....Some Advertisers in Turkey

The Five Players of AdvertisingThe Advertising AgencyCreates advertisingHave strategic and creative expertise, media knowledge, workforce talent, ability to negotiateOutside agency, in-house agency1111Video, web site of an agencyThe Five Players of AdvertisingAlameti FarikaBBDOAli Taran Creative WorkshopArt GroupPars McCann EricksonnBirikim FCARabarba41-29Euro RSCGGrey

12Some Advertising Agencies in TurkeyGzel SanatlarTBWAM.A.R.K.A.KlanLoweManajans ThompsonMarkom/Leo BurnettOgilvy & MatherPublicis YorumRPM Radar......

Source: http://www.rd.org.tr12Video, web site of an agencyThe Five Players of AdvertisingThe MediaChannels of communication that carry the message

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13Video, web site of an agencyThe Five Players of AdvertisingThe Suppliers

Provide specialized serviceArtists, writers, photographers, directors, producers, consultants.

14The Five Players of AdvertisingThe Target AudienceRetailers, consumers, employees, stockholdersIdentification of the target audience is essential for adv.Adv. strategy, creative strategy, media strategyResearch

15Types of AdvertisingBrand advertisingRetail advertisingLocal advertisingDirect-response advertisingBusiness-to-business advertisingInstitutional/Corporate advertisingNon-profit advertisingPublic service advertising Political advertising

16Brand Advertising

Retail Advertising

Local Advertising

Direct-Response Advertising

Business-to-business Advertising

Business-to-business Advertising

Institutional/Corporate Advertising

Non-Profit Advertising

Public Service Advertising

https://www.youtube.com/watch?v=Vsvw3qOPSAEhttp://www.adcouncil.org/Impact/Research/Public-Service-Advertising-that-Changed-a-Nation

Political Advertising

AssignmentFind different advertisements for these types for Thursday.

27The Evolution of AdvertisingAge of printClassified adv. formatDeliver informationNewspaperIndustrial revolution and emergence of consumer societySocial and technological developmentsMore products, wide marketsNational adv.

28The Evolution of AdvertisingModern advertising era Roots of todays adv. (reason why, truth in adv...)Age of agenciesProfessional adv.Creative eraEmphasis on new creative practices (Leo Burnett, David Ogilvy, Bill Bernbach)

29The Evolution of AdvertisingAccountability era Research and measurement Advertising had to pay its own way and prove its own value Return-on-investment

Age of social responsibility Corporate citizens Citizen Brands

Age of digitallization

30The Evolution of Advertising in TurkeyTercman- Ahval in 1864: Crockery ad in Ramadan, Loton Ciznel ads about agricultural implements and iron1957-1961: Only Resmi lanlar ti. has got the right to give ads.Bank ads in radioTRT ads in 1972Turkish Association of Advertising Agencies in 1984

31Current Advertising IssuesSocial media advertising (SOLOMO)Mobile advertisingViral advertisingInteractivityIntegrated communicationsEffective adsUser generated adsAdvertising awards

32Effectiveness in AdvertisingAdvertisers expect specific results that lead to salesAdvertising is part art, part scienceAccountability and effectivenesSpecific results that meet advertising objectives, communication impactMeasurable resultsAwards

33Effie advertising awards: http://www.effieturkiye.org/2009/index.htmEffie advertising awards: http://www.effie.orgAdvertising - The BusinessThe greatest fun you can have with your clothes on...34

Jerry Della Femina34Advertising - The BusinessDont tell mom Im in advertising, she thinks Im a pianist in a brothel.35

Jacques Seguela35Advertising - The BusinessRoach motel : You can check in, but cannot check out !36

Ed McCabe36Chapter 2Advertisings Role in MarketingOutlineKey concepts in marketingThe marketing mixThe marketing process and advertisingCurrent marketing issuesAd agencies: combining marketing and advertisingMarketingMarketing is the way a product is designed, tested, produced, branded, packaged, priced, distributed and promoted. (Moriarity, Mitchell and Wells, 2012: 62)

American Marketing Association (2007) definesMarketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society38Key Concepts in MarketingFocus on stakeholdersIdentify the needs and wants of the stakeholders and develop products for solving customers problemsExchangeProduct-money exchange Communication exchangeAdded valueDifferentiation and competitive advantageBrandingBrand imageStatus, quality, good valueFamiliar brandsBrand equityTrademark

39Best Global Brands in 201440Source: www.interbrand.comhttp://bestglobalbrands.com/2014/ranking/#?listFormat=ls41The Marketing Mix

The Marketing ProcessSituation analysis (Research about competitors and consumers, SWOT)ObjectivesConsumer needs and wants-products, segmentationDifferentiation and positioningMarketing mix strategyEvaluation of the effectiveness

42The Marketing Process and AdvertisingIn order to do effective advertising;features,distribution,price strategy,of the product should be well known.

You need to build upon your advertising strategy according to the elements of marketing mix.43Current Marketing IssuesIntegrated marketingConsistent voice of a brandRelationship marketingIdentifying and creating new value with individual customers, stakeholders, employees, agencies, investors, distributors... and sharing the benefit of this.CRMPermission marketingInteractive comm. technologiesInviting prospective customers to hear the messages about the brand by their own will.Experience marketingGuerilla marketingUsing creative ways to reach people where they live, work, and walkLimited budget, short timeCreating impact by word of mouth

44Guerilla Marketing for Benetton NewYork Unhate Campaign

Current Marketing IssuesDigital marketingViral marketingTechnique that spreads the word about products through an online network usersMobile marketingSocial network marketingEngagement marketingNeuro marketingWOMM

46Advance Digital and Cross-Platform Measurement, Ensure Integration Across Expanding Media Platforms, Optimize the Agency-Client Relationship, Develop 21st-Century Marketing Skills, Focus on Sustainability, Right-Time Multichannel Marketing, Customer Intelligence...

46Ad AgenciesWhy hire an ad agency?Why not hire an agency?

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Working with an external agency or an in-house agency?Size of the accountAmount of the money that can be spent for mediaObjectivityComplexity of the productCreativity

48Ad AgenciesTypes of agenciesFull-service agenciesSpecialized agenciesCreative boutiquesMedia planning and buying agenciesDigital agencies

49Full service agencies: Advice about how to develop target markets, suggestions on how to project a strong company image and theme, assistance in selecting company logos and slogans...49Ad AgenciesHow agencies are organizedAccount management Strategy planning and researchCreative development and productionMedia planning and buyingInternal services

50Ad AgenciesHow agencies are paidCommission (Media, Client)FeeHourly rate51

52Top 5 Agencies of Turkey in 2014Gzel Sanatlar Saatchi&Saatchi Y&R stanbulTBWA stanbulLowe stanbulPublicis TrkiyeSource. http://www.mediacatonline.com/ilk-6-ayin-en-buyuk-reklam-ajanslari/ Source: http://www.mediacatonline.com/ilk-6-ayin-en-buyuk-reklam-ajanslari/ (Mediacat, 2014)52