Transcript The Key Players in Advertising

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Advertising is any paid form of
nonpersonal presentation and
promotion of ideas, goods, or services
by an identified sponsor.
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Can be traced back to the very
beginnings of recorded history:
Signs announcing various events have been
dug up in countries surrounding the
Mediterranean Sea;
 Romans painted walls to announce gladiator
fights;
 Wall paintings in Pompeii praised a politician;
 In Greece, town criers announced the sale
of cattle and crafted items.
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An Infographic…
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The History of Advertising
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U.S. advertisers now run up an annual advertising
bill of more than $180 billion, while worldwide ad
spending exceeds $545 billion!
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Advertising begins with the advertiser, the person or
organization that uses advertising to send out a
message about its products.
 The advertiser initiates the advertising effort by identifying a
marketing problem that advertising can solve!
Automotive
Retail
3. Movies & media
4. Food & beverage
5. Medicines
6. Financial services
7. Telecommunications
8. Cosmetics
9. Airline travel & hotels
10. Restaurants
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Direct-response
companies
12. Home furnishings
13. Insurance & real
estate
14. Computers & Internet
15. Politics
16. Apparel
17. Beer & liquor
18. Audio & video
equipment
19. Sporting goods
20. Entertainment &
events
11.
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The American Association of Advertising Agencies
(AAAA) defines an advertising agency as an
organization of creative people who specialize in
preparing advertising campaigns, advertisements, and
other promotional tools.
 Currently...there are 615 advertising agencies throughout the
U.S.
 2014 Agency A-List
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An in-house agency is an advertising department in a
company whose main business is NOT advertising.
Full-service agencies provide a wide range of
services, such as account management, marketing
planning, creative design, production, mediaplanning, and media-buying services.
A creative boutique specializes in
developing creative concepts, writing
creative text, and providing artistic
services; usually hired by another
agency.
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A media-buying service specializes in buying media
time and space, particularly on radio and television;
resells to advertising agencies.
Interactive agencies specialize in helping clients
prepare advertising for new interactive media, such
as the Internet, CD-ROMs, and interactive television.
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The media is composed of the channels of
communication that carry the message from the
advertiser to the audience.
The 5 Advertising Strategies…
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Brand Advertising: intended to make you remember
a brand rather than a specific product.
Informative Advertising: teaches you about the
product’s benefits.
Comparative Advertising: comparing the benefits or
qualities of two or more similar products; advertised
product always wins.
Defensive Advertising: the losing product in a
comparison ad may respond with an ad.
Pepsi vs. Coke
Persuasive Advertising: don’t provide information,
emphasize product features, or make comparisons;
show happy people using the product.
The other side of Persuasive ads: Anti-Smoking Ads
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Any message can be presented in different
execution styles such as:
 Slice of life- shows “typical” people using product in a
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normal setting.
Lifestyle- shows how a product fits in with a particular
lifestyle.
Fantasy- creates fantasy around the product; dream
themes.
Mood or image- builds a mood or image around product,
such as love or serenity.
Musical- shows 1 or more people singing a song about a
product. FreeCreditReport.com
Personality symbol- creates a character that represents
product; can be animated.
 Technical expertise- shows the company’s expertise in
making the product.
 Scientific evidence- presents scientific evidence that the
brand is better liked than other brands.
 Testimonial evidence- features a
highly believable or likable source
endorsing the product.
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Get into your Advertising
Agency groups.
Once in your groups, I will be
coming around for you to
select 1 blue and 1 orange
piece of paper from my jar.
You will be choosing 2 of the
advertising strategies
discussed in class.
Now, combining both of
those strategies, your agency
is to chose a business/ brand
to design and create an
advertisement.
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The 4 essential elements:
Color!
3. Creativity!