Transcript ADVERTISING - University of Dayton

ADVERTISING
•“1. To call the public’s attention to things for
sale, help wanted, etc., as by printed notices
or announcements.”
Copyright, 1996 © Dale Carnegie & Associates, Inc.
Advertising
• 1. Supports the mass media
• 2. Provides information
• 3. Promotes prosperous economy
• 4. Essential to new consumer economies
• 5. Globalization
Advertising History
• 1. 1456 Johannes Guttenberg
Printing press-movable type
• 2. 1468 William Caxton
First printed advertisement
• 3. 1833 Benjamin Day
Created New York Sun
• 4. 1869 Wayland Ayer
N.W. Ayer & Son 1st Ad Agency
Advertising History
• 5. 1910 Edward Bok
Magazine advertising code
• 6. 1914 Congress creates
Federal Trade Commission
• 7. 1929 NBC establishes
Code of Acceptable Advertising
• 8. 1942 Media industries create
Ad Council
Advertising Agencies
STRUCTURE
1. Creative Directors
2. Account Executives
3. Media Buyers
4. Research Staff
Media Choices
• 1. Newspapers
• 2. Magazines
• 3. Radio
• 4. Television
• 5. Online Services
Newspaper - Advantages
• 1. Newspaper readers are: older, more
educated, higher incomes.
• 2. People ready to buy look more to
newspapers than any other media.
• 3. Newspapers can be re-read.
• 4. Coupons.
• 5. Quick last minute changes
Newspaper - Disadvantages
• 1. Declining readership among young
adults
• 2. Newspaper ads do not look as good
as slick magazine ads
• 3. Disposed of quickly - low frequency
Magazines
• ADVANTAGES
1. Longer shelf-life - more exposure
2. Pass-along circulation
3. Magazines offer narrow demographics
4. Advertisements more brilliant
• DISADVANTAGES
1. Three month lead time for ad space
Radio
• ADVANTAGES
1. Easily identified target audiences
2. Fast response time
3. Comparatively inexpensive
4. Sounds contribute to a lasting image
• DISADVANTAGES
1. No visual opportunities
2. Tune in and tune out
3. Background listening
4. No shelf life
Television
• ADVANTAGES
1. Sound & pictures provide impact
2. Most effective way to reach a diverse
mass audience
• DISADVANTAGES
1. High production costs
2. High spot rates
3. Ad clutter
Online Services
• ADVANTAGES
1. Deeper levels of information
2. More information available
3. High-resolution color, pictures, sound
4. Low cost of production and rates
• DISADVANTAGES
1. Must have a computer
Advertising Tactics
• BRAND NAMES
• To make the name of a product a
household word.
– Coke for cola
– Kleenex for facial tissue
– FOX 45 for WRGT
– 2News Your Weather Authority
– WHIO - Coverage You Can Count On!
Advertising Tactics
• BRAND IMAGE David Ogilvy - 1950’s
• To give a product a unique image.
– Pepsi Generation
– Hathaway shirts
– Campbell soups
– Bologna
Advertising Tactics
• LOWEST COMMON DENOMINATOR
Rosser Reeves - 1960’s
• Create a benefit, even if from thin air,
then repeat it loudly and repeatedly as if
the competition does not have it.
Advertising Tactics
• POSITIONING
Jack Trout
• Establish a product identity that appeals
to a specific audience.
Advertising Tactics
• REPETITION
1. Barrages - Scheduling in bursts
2. Bunching - Promoting over a limited
period of time
3. Trailing - Condensed versions
4. Multimedia Trailing - Less expensive
media
5. Saturation - buy it all
6. Roadblock - Buy across media at
same time
Advertising Tactics
• NEW TECHNIQUES
• 1. Stealth Ads - Liz Taylor
• 2. Product placement
• 3. Infomercials
• 4. ‘zine
Advertising Regulation
• Caveat emptor - caveat venditor
• 1. National Advertising Review Council
• 2. American Association of Advertising
Agencies
• 3. Ad Council
• 4. Federal Trade Commission
Advertising Issues
• 1. Advertising Clutter
• 2. Effectiveness
• 3. Globalization
Advertising
• 1. Supports the mass media
• 2. Promotes prosperous economy
• 3. Essential to new consumer economies
• 4. Globalization
Advertising
• Who really pays for advertising?
• Are you getting your money’s worth?
• In the quest for larger audiences, have
the mass media gone too far in content?
• What should advertising’s role be in this?
FACT
• 2001
The first Baby Boomer will turn 55 years old.
• Then,
a Baby Boomer will turn 55 every 8 seconds
for the next 18 years!
Nielsen Rating Book
• Is it accurate?
• You be the judge
Nielsen Media Research
• Designated Market Area - Dayton, Ohio
• TV Households
Total persons (2+)
Total persons (18+)
Total persons (18-34)
Total persons (18-49)
Total persons (25-54)
Total persons (50+)
506,000
1,271,000
963,000
286,000
593,000
568,000
371,000
Nielsen Media Research
• Designated Market Area - Dayton, Ohio
• Women (18+)
(18-34)
(18-49)
(25-54)
(50+)
Working Women
504,000
144,000
301,000
289,000
203,000
228,000
Nielsen Media Research
• Designated Market Area - Dayton, Ohio
• Men
(18+)
(18-34)
(18-49)
(25-54)
460,000
344,000
696,000
660,000
• Teens Girls (12-17)
112,000
• Children (2-11)
(6-11)
195,000
121,000
Nielsen Media Research
• AREA
BLACK
HISP
MULTI
CABLE
• Metro
14.8
.8
77
84
• DMA
11.2
.7
76
72
• Dayton
40.7
.8
N/A
N/A
Nielsen Media Research
• Designated Market Area - Dayton, Ohio
• TV Households
506,000
• Diaries returned
715
• TV Households per Diary
863
Thank you!