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JOUR3023 Principles of Advertising

JOUR3023 Principles of Advertising. Myleea Hill Arkansas State University Summer 2008. Welcome. Welcome to Principles of Advertising! This on-line course is streamlined – Thorough coverage of material. Efficient use of time. Emphasis on independent and critical thinking.

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JOUR3023 Principles of Advertising

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  1. JOUR3023Principles of Advertising Myleea Hill Arkansas State University Summer 2008 JOUR 3023 Welcome/Overview

  2. Welcome • Welcome to Principles of Advertising! • This on-line course is streamlined – • Thorough coverage of material. • Efficient use of time. • Emphasis on independent and critical thinking. • Review syllabus objectives and assignments. • Set your schedule. • Success is up to you! JOUR 3023 Welcome/Overview

  3. Overview • Textbook Units • Foundations • Planning and Strategy • Media • Message and Creative • Integration and Evaluation • In Other (My) Words… • Ads in the your world • The ad key • Advertising and PR • 3(M) X 3(1) JOUR 3023 Welcome/Overview

  4. Ads in the YOUR World • Think about advertising’s impact on the world • First, think globally. • How has advertising affected historical events in the world? • What about current events? Anything going on in the world now in which advertising is playing a role? • (If you can’t think of anything, just wait till later this summer when the Olympics take center stage.) JOUR 3023 Welcome/Overview

  5. Ads in the YOUR World • Now think about ads a little closer to home – either nationally or even state-wide. • Can you think of any national events that were affected by advertising? • Or, would it be easier to say – can you think of something that WASN’T affected by advertising? • Advertising is part of our national/state communication. JOUR 3023 Welcome/Overview

  6. Ads in the YOUR World • Now, get really personal as you think about advertising – how have or do ads affect you? • Tendency to think they don’t, but be honest. • Ads inform us. Can you think of a purchase you made as a result of gaining information from ads? • Ever use ads to try to sell something? • What are your favorite brands? Why? • For me, the car I drive is a direct result of seeing an ad. The model wasn’t available in my area, but I saw an advertisement on an out-of-market channel and got a dealer to order it. (After a ton of other research, of course.) JOUR 3023 Welcome/Overview

  7. Ads in the YOUR World • How different would your world be without advertising? • Text will discuss several roles of advertising. • My point is that advertising plays an integral role in our lives, so pervasive we might not even notice – except when a spot interrupts the middle of our favorite show! But, that’s another story. JOUR 3023 Welcome/Overview

  8. The Ad Key • The everybody audience is the nobody audience! • There you have it; the key to the course and successful advertising. • Keep this in mind no matter what you are writing, planning, promoting, etc. • The better you know the market you are trying to reach, the more successful you can target your advertising campaign. JOUR 3023 Welcome/Overview

  9. Advertising and Public Relations • Ideally, advertising and PR are integrated. • Need to understand distinction of terms. • To best understand, pick up a newspaper, go to a news website, or turn on a news show. • Note: My explanation is quite general and is based on traditional media relations. There could and will be overlap, but I hope the next slide helps give you a framework. JOUR 3023 Welcome/Overview

  10. Advertising and Public Relations • Picture advertising and PR on opposite sides of a see saw (teeter-totter.) JOUR 3023 Welcome/Overview

  11. Advertising and Public Relations • Advertising is paid, which gives more control. • Advertiser controls message, not media outlet. • Placement can be guaranteed by purchase. • Not likely bumped (except for weather/emergencies) • PR is earned (not free), gives more credibility. • Third-party messenger edits the message. • Placement based on newsworthiness. • Subject to being bumped for other news. JOUR 3023 Welcome/Overview

  12. Advertising and Public Relations • Did you find examples of PR and advertising in the news media? What were the differences? • Common adage: If an announcement is run once, it’s news. If it’s run twice, it’s an ad. • (Note that I said advertising AND public relations, not advertising VS public relations. The more integrated they become – and the more the wall crumbles between advertising dollars emphasizing what is covered by the news room -- the more important it is to understand how to effectively balance the roles of both.) JOUR 3023 Welcome/Overview

  13. 3(M) X 3(1) • The Sweet Spot of Advertising is … JOUR 3023 Welcome/Overview

  14. 3(M) X 3(1) • The three Ms of advertising are • Market • Media • Message • You must know your target market (also known as audience or public) so you can choose correct media with the right message. • The more you narrow and define your market, the better you can select the appropriate media and message points for your campaign. • EVERYBODY AUDIENCE IS NOBODY AUDIENCE! JOUR 3023 Welcome/Overview

  15. 3(M) X 3(1) • The three 1s of advertising get more personal. • Design a profile (or choose ONE actual person) that represents your target audience. • Create an ad that would get that person’s attention using ONE key focal point. (No clutter!) • Write an ad with ONE key message point that is most relevant to your profile person. • ONE PERSON, ONE POINT, ONE MESSAGE. JOUR 3023 Welcome/Overview

  16. Recap • Welcome aboard. • Set your pace. • Log on Blackboard. • Get your syllabus. • Read your book! • Write/ask questions (mhill@astate.edu) • Mix and mingle. JOUR 3023 Welcome/Overview

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