Transcript Segmentation, Targeting & Positioning

The Advertising Industry
Lecture 4
Organizations within Advertising
There are FOUR distinct groups:
1. The Advertisers (clients): E.g., Honda, Toyota,
Mcdonalds.
2. The Advertising Agencies: the companies that
prepare promotional materials.
3. The Suppliers: includes photographers, graphic
designers, video recording specialists.
4. Media: launches the promotional/advertising
campaigns in pursuit to reach the target audience.
Local Advertising: Rules
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Stand out from competition.
Use a simple layout.
Use a dominant element.
Stress upon the benefits.
Make the headline count.
Watch your language.
Let white space work for you.
Make the copy complete-emphasis benefits most appealing
to customers.
Make your visual powerful and eye catching.
State price range.
Specify branded merchandise.
Include related items.
Urge readers or viewers to buy now.
Local Advertising: Rules
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Don’t forget store name and address.
Don’t be too clever.
Don’t use unusual or difficult words.
Don’t generalize- be specific.
Don’t make excessive claims- lose credibility.
Plan ad size carefully.
Consider your target customers.
Use tie-ins with local or special news events.
Transnational Advertisers
• Multinationals often spend large sums of
money on advertising overseas.
• Multinationals adopt TWO major ways of
advertising overseas: Standardized and
Customized.
• Standardized: MaxFactor and HP.
• Customized: McDonalds, Coca Cola,
Peugeot.
Discussion Question
• “OLYMPUS”- Camera
• Design a mini-advertisment for OLYMPUS.
You may adopt either a Standardised or a
Customized Approach. You must specify
what locations/countries it is targeted for.
You must invent a SLOGAN relevant to the
product.