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Mastering Advertising: From Traditional to Social Media Strategies

Join us for an insightful series on the evolution of advertising. Week 7 to 12 will cover the essentials of traditional advertising, emphasizing the importance of building a brand. Following that, we’ll dive into the realm of social media strategies, leading into marketing plan development. Learn from industry titans like David Ogilvy, who stresses that advertising should captivate audiences enough to drive purchases. Explore the differences between advertising and marketing, understand their goals, and discover the key elements that make an advertisement effective.

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Mastering Advertising: From Traditional to Social Media Strategies

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Presentation Transcript

  1. Advertising/Media

  2. Weeks 7 - 12 Tonight: Traditional Advertising Presentation Prep “The One Thing You Must Get Right Building Brand” Next Week: Social Media Presentation Prep Week 9: Marketing Plan Presentation Prep Nov 11: Presentations Nov 18: Presentations Nov 25: Branding

  3. Schools Traditional Advertising: Old School Social Media: New School Integrated Marketing: Post-Graduate

  4. What is Advertising? • “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that____________”* *David Ogilvy, Ogilvy on Advertising

  5. What is Advertising? • “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I do not want you to tell me you find it ‘creative’, I want you to find it so interesting that YOU BUY THE PRODUCT”* *David Ogilvy, Ogilvy on Advertising

  6. Advertising v Marketing • “Marketing is a strategic activity and a discipline focused on the endgame of getting more consumers to buy your product more often so that your company makes more money…advertising is one of the tools in your toolbox.” * *Sergio Zyman, The End of Marketing as We Know It

  7. Definition? • So, what is advertising?????

  8. What is Advertising • Advertising is a paid form of communication, usually where the sponsor is identified, that attempts to persuade potential customers to purchase or to consume more of a particular brand, product or service

  9. Why Advertise?

  10. Why Advertise? • Gain attention of target market Awareness Consideration Preference Purchase

  11. Why Advertise? • Gain attention of target market • Create interest in product Awareness Consideration Preference Purchase

  12. Why Advertise? • Gain attention of target market • Create interest in product • Create preference/desire for your product Awareness Consideration Preference Purchase

  13. Why Advertise? • Gain attention of target market • Create interest in product • Create preference/desire for your product • Motivate action/purchase Awareness Consideration Preference Purchase

  14. Advertiser’s Challenge • Finding the right combination of media outlets to express the right message to achieve intended results • Key questions • Who is target? • Where are they in process, or what do I want to accomplish? • Create awareness • Explain a product • Develop an image • Close the deal • How much can I spend? • How will I measure impact? • Define Advertising Goals-Measure Advertising Results

  15. Pros/Cons Media

  16. Pros/Cons Media

  17. Share of Total Ad Spend by Media(% of total) 2010-2014 Newspaper  Magazine  Television Radio  Cinema  Outdoor  Internet MarketingCharts.com Source: Zenith Optimedia

  18. PR vs. Advertising Advertising PR • Pay for the media (and what is shown/heard) • Total control of content and some control over placement • High degree of consumer skepticism, if not resistance • More expensive • Do not pay for media • No control over content; no control over placement • Some degree of consumer skepticism • Nearly free

  19. What Makes a “Good” Ad

  20. What Makes a “Good” Ad • Breaks through • Memorable • Achieves one or more of the following • Creates awareness • Explains a product • Develops an image • Closes the deal • http://www.youtube.com/watch?v=ts_4vOUDImE

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