Advertising Steps to accomplish effective Advertising
I Will Go Over • Advertising Definition • Agency Structure • General Techniques to Advertising • Advertising in Society
Advertising Definition Advertising according to the book “Why it Sells” by Marcel Danesi is defined as: “Any type or form of public announcement intended to direct people’s attention to the availability, qualities and cost of specific commodities or services”
Agency Structure • Each Advertising Agency Structure is unique but most split into 5 Departments who specialize in handling different parts of the Advertising Campaign. • 1. Account Department • Client Facing • 2. Account Planning Department • Research and Consumer insight • 3. Creative Department • Creating actual campaign • 4. Media Planning Department • Connecting the Audience with Media • 5. Trafffic Department • Ensuring everything happens
General Technique’s in Advertising • There are thousands of Advertising Techniques, I will go over: • Branding • Marketing • Placement in Media
Branding • “A collection of perceptions in the mind of the consumer” (Danesi) • Branding helps create an emotional connection between the consumer and the product • Logos • Visual Advertising Symbols that become closely associated with product • Example: the Fed Ex arrow, Wendy’s Girl • Brand Names: • Allow consumers to identify products • Example: Kleenex, Kelloggs
Marketing • Marketing is how you get your brand message to your audience • Marketing Strategy: the 4 P’s • Product • Price • Place • Promotion • Market Research • It is important to understand your target audience or the people who will be willing to buy your product • Example: If your product is Miley Cyrus Tickets, your target audience would be early teens and their parents.
Placement in Media • After you have found your Target Audience it is crucial that one finds a medium that will reach the audience. • There are Five “traditional” media choices • TV • Radio • Paper • Magazine • Outdoor (billboards) • Now there is also the Internet
Advertising in Society • We are exposed to 3000 ads a day which leads to Clutter and Saturation • Some also argue ads create increased materialism and Neomania (an insatiable appetite for new objects of consumption, whether or not they are needed) • Some Ad Campaigns like Dove’s “evolution” address this: Dove's Evolution
Advertising in Society • Advertising also educates society on new products • Advertising can boost the economy • Some Ads are can be emotional and evoke positive changes • Animal rights, Asking for Donations
Conclusion • Advertising Agencies are made up of 5 departments, each with a specific job • There are several Advertising techniques some that are most important are • Branding, Marketing, and Placement • Advertising can cause clutter, and neomania • Advertising can also educate and boost economic growth
References • Carter McNamara. “Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales.” http://managementhelp.org/ad_prmot/defntion.htm • Danesi, Marcel. Why it Sells. Maryland: Rowman&Little Field, 2008. Print. • Lake, Laura. "What is Branding and How important is it to your Marketing Strategy?" Marketing. About.com. Web. 9 Nov. 2009. • Tellis, Gerard J. Effective Advertising. California: SAGE, 2004. Print.