Transcript Advertising in Media

Advertising
in
Media
► Advertising
is “any paid form of nonpersonal
presentation and promotion of ideas, goods,
or services by an identified sponser.”
► Television
began as an advertising
medium…there was no doubt from the
beginning that television would be financed
through advertising.
► Direct
Sponsorship …where the name of the
product was included in the title of the
show. Camel News Caravan was a news
show in early tv history. Buyers liked the
show and bought Camel products
accordingly.
Common Characteristics
► Advertisements
characteristics…
share 3 common
 Repetition…name is said over and over
 Advertising Style such as Plain Talk or Tall Talk
Plain talk is calm and just tells it like it is
Tall talk is loud, yelling and full of intensity
Ubiquity…ads are everywhere. Get 500 a day
average.
Commercial timing
► Ads




on television tend to be either:
1:00 long
:30 seconds long
2 ads of 15 secs each for 30 secs total
1 hour long for paid infoprograms
Inventory of Human Motives
► Advertising
must appeal to certain human
desires and needs before it works.
► 1.
Need for Romance …very low…only 2%
of commercials use it.
► 2. Need for affiliation …we want to have
friends. Using a product may give you new
friends or not using a product may lose you
friends.
► 3.
Need to Nurture …Appealing to your
maternal or paternal instincts
► 4. Need for Guidance …Appealing to your
desire to have someone take care of you.
Betty Crocker is an example
► 5. Need to Aggress …a desire to get even
► 6. Need to Achieve …ability to accomplish
something difficult and identifies the
product with winning. Sports commercials
► 7.
Need to Dominate …The power we lack
is what we can look for in a commercial.
“Master the possibilities”
► 8. Need for Prominence …we want to be
admired and respected, high social status.
China and diamond commercials
► 9. Need for Attention …we want people to
notice us. Cosmetics
► 10. Need for Autonomy …in a crowd we
want to stand out
► 11.
Need to Escape …need for adventures
and escape.
► 12. Need to feel safe …free from threats.
Bank and insurance ads
► 13. Need for aesthetic sensations …Beauty
attracts us, creative arts and dance make us
feel creative
► 14. Need to satisfy curiosity …facts support
us, numbers and diagrams make our
choices seem scientific
► 15.
Physiological needs …sleep, eat, drink.
► Advertisers
also utilize product
placement…the placing of a real product in
a movie or tv show. Like finding a Ford
vehicle in your favorite movie. The product
has to be noticeable. Movies will allow this
because it helps to cut their cost when
advertisers pay for product placement.
Audience Types
► Advertisers
look at audience types to promote
their products.
► Psychographics …the study of a target audience
emotional make-up, insecurities, desires and
wants.
► Demographics…the study of target audiences sex,
age, income level, marital status, geographic
location and occupation. These facts help
advertisers target products to people.
► Advertisers
try to match up products to
audience types that typically would view a
program.
► Typically you would find Truck, Beer and
sports related commercials during the hours
and shows that males would most likely be
watching.
Branded Content
► Branded
Content, also known as
Advertainment, is a relatively new form of
advertising medium that mixes
entertainment and advertising together.
► The entire show is the advertisement.
Show would be entertaining and an
advertisement for a product. It is a form of
product placement.
► Branded
content, unlike conventional forms
of entertainment content, is generally
funded entirely by a brand or corporation
rather than, for example, a Movie studio or
a group of producers.
► The
term branded content, however, really
took hold as a new marketing technique in
2001, when The Hire was produced and
distributed on the internet and DVDs. They
are commercials directed by the top
Hollywood producers.