Transcript Document
Advertising: Principles and Practices Preface to the Media Rich PowerPoint Set By Katrina M. Olson, M.S. Instructor, Fine & Applied Arts, Parkland College, Champaign, IL Instructor, College of Liberal Arts and Sciences, Department of English University of Illinois at Urbana-Champaign Instructor, College of Communications, Department of Advertising, University of Illinois at Urbana-Champaign Overview • Welcome to the Media Rich PowerPoint slides to accompany Advertising: Principles and Practice, 8th edition. • Each chapter presentation covers the major concepts in the text plus many exciting and relevant, real-world examples. • You may want to adapt the presentations to fit your areas of interest. Or, you may want to change the discussion questions to match your areas of focus from the chapters. • If you have any questions about these presentations, please contact me at [email protected], [email protected], or [email protected] Chapter Introduction • Each presentation begins with Questions We’ll Answer, which complements the major headings from the chapter. Questions We Õll Answer • What is advertising and what are its key components? • What are advertising Õs main roles, and what are the most important types of advertising? • Who are the key players in advertising? • How has advertising evolved, and how have these developments affected current advertising practice? Prentice Hall, © 2009 1-3 Slide Types Information slides feature key points from the book, a visual aid, and when appropriate, a principle highlighted in the margin of the text. Table 12.3 Taylor Õs Six-Segment Strategy Wheel The wheel divides message strategy into two general viewsŠthe Transmission view and the Ritual view. These are roughly equivalent to our ŅheadÓand ŅheartÓ strategies. Many slides feature figures from the text, along with explanations. Table 15.2 Prentice Hall, © 2009 12-22 In several of the presentations, you’ll find tables that have been reprinted or recreated from the text. Adv antages and Disadvantages of Catalogs Advantages Description Targeted Can be directed at specific market segments. Engages attention Employs high-quality design and photography (see Complete information Extensive product informationand comparisons are provided. Convenience Offer a variety of purchase options. Disadvantages Description Negative perceptions Catalogs areviewed as junk mail by many recipients. Costs The cost per thousandof catalogs is higher than mass media. Response rate The responseis relatively low at 3 to 4 percent. Mailing list Databases must be constantly maintained. Prentice Hall, © 2009 Alsto Õ s cover). 15-40 Slides With Links To Web Sites • Web slides give you the opportunity to click to a Web site for more information. • Just look for slides with the computer icon as shown on the sample slide. • Make sure you check the links before class as Web sites often change URLs. • Most of these Web site links are for organizations specifically mentioned in the text. Animation Boosts Click- Throughs • Use of technology like Flash and Java script can double click-through rates. • Games, contests, interviews, and music videos Visit the Site Prentice Hall, © 2009 10-13 Slides With Video Snippets • You’ll find video clips embedded on the following slides: 1-34, 6-11, 7-25, 8-13, 12-16, 13-6, 18-11, and 19-4. • These clips run from 30 seconds to 1 minute and 15 seconds, and are taken from full video segments offered with your text. • To play the videos in Quicktime, simply click on the remote control icon, as circled here, while in Slide Show view. Impact: How does it work? • Many executive feel advertising is only successful if it produces sales. • Others feel advertising should emphasize long-term brand building. • If advertising delivers the desired communication effects, but sales don Õt increase, was the advertising ineffective? Video Snippet AFLACÕ s initial campaign created 89% brand recognition. Prentice Hall, © 2009 19-4 Conclusion • These PowerPoint presentations have been designed to work for large lectures as well as small discussion classes. • Good luck and have a great semester!