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Advertising and branding GCSE Business - marketing
Branding • You know more about branding than you think! • How many brands are you wearing (or in your bag) do you have right now? • Who is most brand loyal person in the class? • What creates brand loyalty? • Would you eat ASDA Ketchup if there was also Heinz on the table?
What brand is this? Link to Interactive logo quiz here
What is branding? (according to Business link the govt website) Branding is a way of clearly highlighting what makes your product or service different to, and more attractive than, your competitors'. Business Link A brand goes much deeper than just your company logo. You could define a brand as a set of associations that an existing or potential customer has of a company, product, service or individual. These associations can be the result of your own efforts and actively promoted through marketing and corporate identity. Branding also reflects your customers' experiences of your business and affects every interaction you have with your customers and suppliers. The intelligent use of design, advertising, marketing, service proposition, and corporate culture can all help to generate associations in people's minds that will benefit your business. Branding is your attempt to harness these associations to help your business perform better.
So branding is an association? Sponsorship helps us (the consumer) associate a brand logo with being “top of your game”. We may buy these clothes because of this association. After a while we become brand loyal.
What was the last advert that you saw? What product or service was it for?
History of advertising • Posters announcing an event were probably the first form of advertising, and these date back to gladiatorial contests in Ancient Rome.
17th Century • The first advertisements, however, which fit our full definition of advertising (ie paid for, occupying space in a media form) appear in newspapers in the seventeenth century. • These tended to be straightforward statements of fact, without any fancy typesetting or illustrations, and were often indistinguishable from the news stories around them
Propaganda • During the first world war advertising used to help the war effort • This poster is from 1916, look at it closely. • Questions on this poster follow on the next slide
What emotions does the poster appeal to? What methods are used by this poster to encourage recruitment? How useful would this poster be in explaining methods used by the British Government to encourage volunteers for the army?
Many of these ads use techniques of psychological manipulation which now seem to us crude and unfair, deliberately setting out to frighten the target audience, or shame them into following instructions. • These posters assume a very specific power relationship between advertiser and audience, and we notice that the advertiser assumes that they know best and are giving the audience information for their own good. • A modern audience has a more sophisticated approach to advertising and is more sensitive to any attitudes which might be considered openly patronising. • How do you think a modern audience might respond to the poster on the right?
New Media after the war • As new ways of reaching a mass audience became technologically available (cinema, radio) advertising was quick to latch on to new media and became an important way for broadcasters to help fund their programming. Radio was an especially successful way to reach audiences.
After the second world war • After the Second World War there was both a boom in consumer spending AND a new medium: television. • Manufacturers sought to inform newly prosperous consumers of the dazzling array of new goods they could purchase (washing machines, vacuum cleaners, food mixers, TV sets...) that they never previously knew they needed!
Advertising Today • Called above-the-line promotion • Where companies pay to tell us about their business and their products or services in the media • Today’s advertising is mostly done by advertising agencies who pitch the idea to the company • New media has arrived (Internet, mobile phones) Orange tiny top ups
Why do businesses advertise? • Increasing the sales of the product/service • Creating and maintaining a brand identity or brand image. • Communicating a change in the existing product line. • Introduction of a new product or service. • Increasing the buzz-value of the brand or the company.
How many ways to advertise can you think of? E.g. banner ad on a website
Print media • Newspapers • National • Local • Magazine • Specialist for niche markets (like campervan world) • Leaflets • Promotional brochures • Fliers
Outdoor advertising • Billboards • Trade shows and exhibitions • Transport • Bus shelters • Signage • Underground
New – product placement used to be called covert advertising BBC short clip – will product placement work? OFCOM product placement regulations and video People are watching fewer ads because they can fast forward through TV. Product placement work sin the US will it work here? Banned are: Children's, news, current affairs, consumer affairs and religious programmes will not air any paid product placements. No Product placement allowed on: gambling services; food and drink high in salt, fat and sugar; tobacco; medicines; alcohol; baby milk and weapons
Broadcast media • TV • Internet • Radio • Movies Website for more data
Advantages of advertising on the Internet • Cheap • Can include lots of detail • Potential global audience • Can “move” or be interactive • Quick purchase can follow a link to your shop • Either have own website or advertise on someone else's site
Advertisings may seek to inform you... ....explaining how a product works, constructing an image for the brand, informing potential customers of services offered, and correcting mistaken impressions.
Or it may just seek to remind you why you like the product and that you should buy it again
Further activities Advertising and target market worksheet to print out TEFL worksheet on advertising focuses on the words Website with photos of fun with billboard adverts Rowntree ad in the making 3 minsbbc 2010
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