Transcript ADVERTISING MEDIA Chapter 20

The average
person is exposed
to more than
2,000 ads per
week
ADVERTISING
 1. Pick a magazine of your choice and select an ad
that appeals to you
 2. What is the ad selling?
 3. What draws you to the ad?
 4. What does the ad show?
 5. How is product displayed?
 6. Why is it appealing?
 7. Why is it in this magazine?
 SECOND JOURNAL: READ AND WRITE about
Arizona McDonalds have a promotion taking place
this week during their State Testing!
Daily Candy
1.
How many readers?
2.
How many of these readers are men?
3.
What age catergories does the audience profile identify?
4.
Why does the audience profile specify the income level of
readers?
 Promotional Advertising
 create interest in product
 intro new product/business
 explain product
 support selling
 create new mkt.
 YouTube-Emmy 2010
Best Commericals
YouTube- Emmy 2012 Best
Commercials
 Institutional Advertising
 create favorable impression
for business
 co. role in community
 public issues
 environment
 public health
 Education
 Institutional Ad Samples
 Newspapers
 Magazines
 Direct mail
 Signs
 Billboards
 Written Form
 Oldest form of Adv.
Clio Awards
 Advantages
 Disadvantages
 large readership
 some wasted circ.
 known circulation
 limited life
 easy to target mkt.
 quality is poor compared to
mags.
 cost is low
 ads are timely
STLTODAY.COM
Clio Awards
 Advantages
 Target mkt. easily
 read more leisurely
 better quality/print
 longer life span
Clio
Awards
 Disadvantages
 lower target
geographically
 more expensive
 not as timely
 Advertising sent by businesses directly through the
mail to prospective customers.
 Good form of advertising
 Main disadv. - thought of as “Junk Mail”
Clio Awards
 Nonstandardized used by local firms
at their place of
business or pay
rent to off-site
locations
 Standardized signs placed near
highly traveled
roads
22 Good Billboards
 Posters - Preprinted sheets put up like wallpaper 3-4
X’s per year.
 Painted Bulletins - painted every 6 months.
 Spectaculars - ads with moving parts/lights in high
traffic areas
Popular but difficult to justify
concern over too many/
environment
Clio Awards
 Directory Advertising
 telephone dir.
 Transit Advertising
 public transportation
 yellow pages
 buses
 low cost
 trains
 widely used
 subways
 updated often
 airline terminals
 captive audience
Clio Awards
 economical
 may be defaced
Radio
Television
Online Streaming
Clio Awards
 Advantages
 Disadvantages
 easy to target audience
 short life span
 messages changed easily
 competition for target
audience
 Mobile
 listeners easily
distracted
 Clio Awards
 Advantages
 Disadvantages
 Creative
 very expensive
 believe what they see
 audience size not always
known
 more personal/home
 reach mass audience
 special themes
 commercials/nuisance
Online Advertising
 Either Email or World Wide
Web
 Still small part of overall
advertising $ spent, but
growing steadily
 Impression- is a single
appearance of an ad on a
computer user’s screen
 Electronic direct mail- sent
via email
 Mostly used with prequalified groups of people
(opt-in email- customer
authorizes)
 Most cost effective
 Easy to update
 Easy to personalize
 Includes:
Emails, banner pop ups, and
social media
Banner and Pop-Up Ads
 Most online ads are banner
ads
 Can come in all shapes and
sizes but norm is rectangle
 Interstitital Ads- TV spots
that pop up between web
pages and are streamed
either live or on demand.
 Viewer must click on ad
to activate
What works best:
 Bold colors
 top of page placement
 Animation

calls to action
 Limited frequency
exposure
Response rate is 1%
Specialty Media
 Also called giveaways or
advertising specialties
 Distribution is key to
success
 Relatively inexpensive
 Example: Nature Valley
Granola Bars giveaway
granola bars at Vail Ski
Resort at Snow oasis during
spring break
 Useful items featuring
company name, brandmark,
and message
 Practical = more successful
 Common items:
 Hats
 Calendars
 Pens
 Shirts
Social Media
Introduction to Social
Media Power Point
What’s your social
media strategy? 2013
Video
Controversial Viral
Marketing KSDK
Importance of a Web
Presence
 In 2008, approximately 72% of the U.S. population was
online. Globally, it was approximately 20%.
 No geographical boundaries
 Cheaper & flexible than print advertising
 Improve credibility and tell your story
 24/7/365
 For small companies, a web site is the only effective media to
connect to a wide audience
Sources of News
Information
Where do you go to get
your news and
information?
More Americans Turning to Web for
News
Nearly 90% of
Americans
regard web
sites as a
More
important
source of news
and
information
than
traditional
media outlets
Nearly 50% of Americans regard
the internet as their
primary source of news and
information
Source: Zogby, 2008
2008
Internet
2007
2008
Television
2007
2008
Newspapers
2007
2008
Radio
2007
2008
Magazines
2007
Source: Zogby, 2008
‘08
Blogs
‘07
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Source: Zogby, 2007 & 2008
0
10
20
30
40
50
History
Image source: http://web2.socialcomputingjournal.com
WHAT THE
HECK IS
SOCIAL
MEDIA
Social media is an umbrella term
defines:
 various activities that integrate
technology
 social interaction
 construction of words, pictures,
videos & audio
http://www.wikipedia.org
More simply put:
“Social media is
people developing
relationships and having
conversations on-line.”
The conversations are
powered by:
Blogs
Micro blogs (Twitter)
Online Chat
RSS
Widgets
Social Networks
Social Bookmarks
Message Boards
(…just to name a few. And more are coming.)
Podcasts
Video Sharing Sites
New Mindset
 Lose control of the “message”
 It’s about authenticity & transparency
 SPEED, 24/7
 Not every voice is important,
but everyone has a voice
 Participation requires collaboration
 Does not replace traditional communication methods
Importance to Companies
 Brand Reputation & Integrity
 Domino’s
 Customer Service
 Best Buy
 You tube search Best Buy Customer Service
 Building customer loyalty
 Mad Men (A&E)
 You Tube Hamm vs. Karadashian
 Real-time feedback
 Starbucks
Trust of Information
What sources of news
and information do you
trust?
What Sources Do People
Trust?
34
Monsanto’s New Online
Strategy
 Web 2.0 and resulting changing trends in consumer
wants/needs is forcing companies to change the way they
show up online
 We approach everything with a comprehensive online
strategy in mind, including web sites and social media tools
 Monsanto.com Changes
 Introduction of MonsantoToday.com
 Launch of “For the Record” issues management section
 COMING SOON: Social Media links receiving prime real estate
on home page
Monsanto’s External Resources
Today
Monsanto.com
Press Releases
Monsanto Twitter
Monsanto YouTube
Monsanto Facebook
MonsantoToday.com
Monsanto Blog
Search Engine
Optimization
SEO Successes
 Search engine traffic to Monsanto.com pages has increased
significantly from last year to this year*, which indicates
better placement in search engine results.
 Google Search:
79.23% 
 Yahoo Search:
37.83% 
 MSN (now Bing.com):
42.68% 
*Report period July 30, 2007 – July 30, 2008 and July 31, 2008 – July 30, 2009
Monsanto.com Today
Monsanto Today
www.MonsantoToday.com
What kind of articles
 Well-written
 Transparent
 Honest
 Informative
 Useful
 No spin
 No messaging
 Online commenting
For the Record
www.monsanto.com/fortherecord
Monsanto Blog
America’s Farmers Ad
Campaign
 New series of radio/TV/print ads
 Promotion on the web
 Coordination with social media
www.AmericasFarmers.com
Thank a Farmer
Why Should You Care?
 Future of communication – for now
 Web 3.0 changed ways companies market themselves
 Before: Company-produced messages created and promoted the
brand
 Today: People (employees/marketers) have to be the face of the
brand – and have two-way communication with customers
 Reach the greatest number of customers for the lowest
cost per customer.
 Opportunity for illustration
 opportunity for an adequate selling message
 flexibility for changes
 opportunity to sell product
 excitement
 fit the image of business/product
 cover targeted geographical area