Transcript Class 15

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3-***
Statistics
• Range: 69% - 101%
• Mean: 86.6%
• Median: 87%
• Mode: 88%
Distribution
Grade Distribution Test #2
40
35
30
25
20
15
10
5
0
90-101
80-89
60-79
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Short Answer
 All Strat plans have?
 Split Run: 2 versions of same ad
 Circulation vs. readership
 Multiple of 2- 3
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MC/TF
 Copywriting for outdoor?
 % of people who read body copy?
 Editorial integrity?
 Insight mining: “A-ha” moments?
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Essay-Frontier
 Magnitude
 Doubled in size/planes
 +56% bookings
 Awareness doubled
 “Major Airline”
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Altoids
 Old fashioned medicinal to modern an flavorful
 Using visuals to convey extreme taste
 60% increase in sales
 500% in 12 key markets
 Sold brand for $1.46 billion!
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TV Production
 Most important decision in pre-production?
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Print
 High Production Values
 Specialized audience
 Long life span
 Creative formats
 Good for complex
messages
 Lack of flexibility/long
lead times
 Lack of immediacy
 High cost
 Limited distribution
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Advertising Principles
and Practice
Internet and
Nontraditional Media
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Contextual Functions of
Internet Advertising
• E-business/e-commerce
– Businesses sell products, manage
their businesses
• Information Role
– Online publishing, encyclopedias
• Entertainment Role
– Games, fashion, music, videos,
YouTube, SecondLife (avatars)
• Social Role
– MySpace Facebook
• Dialogue Role
– Create two-way communication
with customers
– Create buzz or word of mouth
between customers and potential
customers
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Types of Sites
 Brand
 Commerce
 Search
 Social
 Content (News, Information, Entertainment)
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Top Worldwide Websites
 Google
 Wikipedia
 Facebook
 Blogger.com
 Yahoo
 MSN
 YouTube
 Baidu.com
 Windows Live
 Yahoo.jp
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Top 10 US Web Sites March 2009
 Google
 Windows Live
 Yahoo
 MSN
 MySpace
 Wikipedia
 YouTube
 eBay
 Facebook
 AOL
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Top 10 US Web Sites March 2009
 Google
 Wikipedia
 Yahoo
 Windows Live
 Facebook
 Blogger.com
 YouTube
 Craigslist
 MySpace
 EBay
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Where is Twitter?
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The Daily Beast—Debbie Fink
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The Most-Visited Content Site
• Started as a group of
favorite Web sites
by two Stanford
students
• About 122 million
visitors per month
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However…
 Yahoo’s latest news
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Replace
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Purposes of Internet
Advertising
 Brand reminder to people
visiting a Web site
 Like an ad in traditional
media, delivering
information or a persuasive
message
 Driving traffic to the Web
site by enticing people to
click on a banner or button
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Internet Advertising Formats
 Banner Ads
 “Click through” rates are 1–7%
 www.valleyofthegeeks.com
 Skyscrapers
 Extra-long, skinny ads down the side
of a Web site; response rates can be
10 times traditional banner ads
 Pop-ups and pop-behinds
 Intrusive, annoying, less common
 Minisites
 Don’t have to leave current site;
response rates about 5%
 Superstitials
 20-second video commercial
 Widgets
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Interesting facts
 41% of on-line spend (#1); 19% (#2)?
 Search?
 Display (e.g., banners)?
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What is…
 The most popular web activity: 77%?
 Second most: 63%?
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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
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Email Advertising
• It’s inexpensive and easy
• Permission marketing—asking potential
consumers permission to send email.
– Opt in and opt out
• Viral marketing—uses email to circulate a
message among family and friends.
• Spam—bulk email; unsolicited messages sent to
email boxes.
• Can be profitable.
Principle:
Opt-in and opt-out strategies make mass email more
acceptable because customers give permission to marketers
to contact them.
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Nike Subsite Targets Women
• Nikewomen.com addresses the specific training,
shopping, and information needs of women
involved in high-performance athletics.
Visit the
Site
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Internet Advertising Issues
• Measurement
– Feedback is rapid, but with no standards for measurement.
– Hits, viewers, unique viewers, and page views don’t offer
insight about motivation or attention.
– Consumer response is measured by click-throughs.
– Internet measurement may become more like TV with
daypart data, and reach and frequency tools.
• Internet Targeting and Privacy
– Cookies track your movements online and report back to
site owners who store or sell your information.
– Privacy policies outline how/if data is collected and used.
Principle:
Companies that keep track of their customers’ online
behavior are better able to personalize their advertising
messages.
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Internet Advertising
Changes and Trends
• Increased bandwidth makes it easier to download
rich media images.
• Rich media is interactive ads that use sound, still
images, and full-motion video.
• Streaming video is moving images transmitted
online and received through modems to computers.
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Internet Advertising Advantages
• Relatively inexpensive.
• Reaches people who aren’t watching TV or reading
newspapers.
• Internet advertising is easy to track and effective at
reaching highly targeted audiences.
• Advertisers can customize and personalize
messages.
• For B2B, can provide sales leads or actual sales.
• Small companies can easily and economically
“look big” and compete with larger companies.
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Internet Advertising
Disadvantages
• Strategic and creative experts aren’t able to
consistently produce effective ads and to
measure their effectiveness.
• Clutter may even be worse than in other
media.
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Nontraditional Media
• New media
– New electronic forms of media
• Alternative media
– Nontraditional or unexpected
communication tools and events
• Because teens are often the first
to use new media forms, finding
new media is especially important
for advertisers trying to reach the
youth market.
Principle:
The media person’s search for new ways to deliver
messages is just as creative as the creative person’s search
for new advertising ideas.
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Nontraditional Marketing:
Guerilla Marketing
• Unconventional, low-budget
brand activities
• Get people where they live
and work and play, create a
personal connection
• Intended to create buzz on a
limited budget
• Usually has limited reach but
potential high “targetability”
• 2007 Cartoon Network’s
Aqua Teen Hunger Force
promo created a bomb scare
in Boston
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Nontraditional Marketing:
Advertainment
• When companies integrate
brands into the theme of TV
shows
– FedEx in Castaway
– GEICO cavemen show
• Also called branded
entertainment
• Situational or contextual ads
– Embedded in specific
programs
– Harder for the viewer to
dismiss as ads
– Product is a character in the
program
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Nontraditional Marketing:
Video Games
• A developing, major new medium for
advertisers to target 12- to 34-year-old
males (some girls).
• Opportunities to create online games as
well as place products within video
games.
• Planners and buyers are asking for
standardized independent data that prove
effectiveness.
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Nontraditional Marketing:
Wi-Fi and Mobile Marketing
• Cell phones feature new
products like graphic
faceplates and specialty
ring tones, and can play
videos supported by
advertising.
• Mobile marketing uses
wireless media to deliver
content and encourage
direct response.
• Text messaging and instant
messaging.
• Hybrid technologies like
podcasting.
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Nontraditional Marketing:
Nonelectronic New Media
• Ads are appearing on backs
of toilet stalls, eggs cartons,
apples, subway turnstiles,
pizza boxes, airline
seatbacks, motion sickness
bags, the bottoms of flipflops, NASCAR race cars.
• NASA considering printing
emblems and logos on space
shuttle and space station.
• YourNameIntoSpace.org
will put your logo on
satellites.
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Discussion Questions
Discussion Question 1
 One interesting way to combine the assets of print
and broadcast is to use the visuals from a print ad or
a television commercial in an Internet ad.
 Why would an advertiser consider this creative
strategy?
 What limitations would you mention?
 In what situations would you recommend doing
this?
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Discussion Question 2
 This chapter briefly discussed the concept of rich
media. Visit various sites related to Internet
marketing and find out what is being said about this
new form.
 Start with the Interactive Advertising Bureau (IAB),
which you can find at http://www.iab.com and
DoubleClick at http://www.doubleclick.com.
 Then find several other sites that have discussions
on this topic.
 Put together a report entitled “Rich Media and Its
Advertising Implications” for your instructor.
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Discussion Question 3
 Three-minute debate:You are a sales rep working for a
college newspaper that has an online version. How would
you attract advertising? One of your colleagues says there is
no market for online advertising for the paper, but you think
the paper is missing an opportunity. Consider the following
questions:
 What companies would you recommend to contact?
 How can Internet sites like your online newspaper entice
companies to advertise on them?
 What competitive advantage, if any, would Web advertising for
your paper provide?
 In class, organize into small teams with each team
developing an argument on the advantages and
disadvantages of Internet advertising. Set up a series of
debates with each team taking half the time to argue its
position. Every team of debaters has to present new points
not covered in the previous presentations until there are no
arguments left to present. Then the class votes as a group on10-55
the winning point of view.
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