Advertising in Media

1. Advertisingin Media

2. Advertising is “any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponser.” • Television began as an advertising medium…there was no doubt from the beginning that television would be financed through advertising.

3. Direct Sponsorship …where the name of the product was included in the title of the show. Camel News Caravan was a news show in early tv history. Buyers liked the show and bought Camel products accordingly.

4. Common Characteristics • Advertisements share 3 common characteristics… • Repetition…name is said over and over • Advertising Style such as Plain Talk or Tall Talk Plain talk is calm and just tells it like it is Tall talk is loud, yelling and full of intensity • Ubiquity…ads are everywhere. Get 500 a day average.

5. Commercial timing • Ads on television tend to be either: • 1:00 long • :30 seconds long • 2 ads of 15 secs each for 30 secs total • 1 hour long for paid infoprograms

6. Inventory of Human Motives • Advertising must appeal to certain human desires and needs before it works. • 1. Need for Romance …very low…only 2% of commercials use it. • 2. Need for affiliation …we want to have friends. Using a product may give you new friends or not using a product may lose you friends.

7. 3. Need to Nurture …Appealing to your maternal or paternal instincts • 4. Need for Guidance …Appealing to your desire to have someone take care of you. Betty Crocker is an example • 5. Need to Aggress …a desire to get even • 6. Need to Achieve …ability to accomplish something difficult and identifies the product with winning. Sports commercials

8. 7. Need to Dominate …The power we lack is what we can look for in a commercial. “Master the possibilities” • 8. Need for Prominence …we want to be admired and respected, high social status. China and diamond commercials • 9. Need for Attention …we want people to notice us. Cosmetics • 10. Need for Autonomy …in a crowd we want to stand out

9. 11. Need to Escape …need for adventures and escape. • 12. Need to feel safe …free from threats. Bank and insurance ads • 13. Need for aesthetic sensations …Beauty attracts us, creative arts and dance make us feel creative • 14. Need to satisfy curiosity …facts support us, numbers and diagrams make our choices seem scientific

10. 15. Physiological needs …sleep, eat, drink. • Advertisers also utilize product placement…the placing of a real product in a movie or tv show. Like finding a Ford vehicle in your favorite movie. The product has to be noticeable. Movies will allow this because it helps to cut their cost when advertisers pay for product placement.

11. Audience Types • Advertisers look at audience types to promote their products. • Psychographics …the study of a target audience emotional make-up, insecurities, desires and wants. • Demographics…the study of target audiences sex, age, income level, marital status, geographic location and occupation. These facts help advertisers target products to people.

12. Advertisers try to match up products to audience types that typically would view a program. • Typically you would find Truck, Beer and sports related commercials during the hours and shows that males would most likely be watching.

13. Branded Content • Branded Content, also known as Advertainment, is a relatively new form of advertising medium that mixes entertainment and advertising together. • The entire show is the advertisement. Show would be entertaining and an advertisement for a product. It is a form of product placement.

14. Branded content, unlike conventional forms of entertainment content, is generally funded entirely by a brand or corporation rather than, for example, a Movie studio or a group of producers.

15. The term branded content, however, really took hold as a new marketing technique in 2001, when The Hire was produced and distributed on the internet and DVDs. They are commercials directed by the top Hollywood producers.