Transcript Advertising and branding

Advertising and branding
GCSE Business - marketing
Branding
• You know more about branding
than you think!
• How many brands are you wearing
(or in your bag) do you have right
now?
• Who is most brand loyal person in
the class?
• What creates brand loyalty?
• Would you eat PAMS Ketchup if
there was also Heinz on the table?
What brand is this?
What brand is this?
What brand is this?
What brand is this?
What is branding? (according to
Business link the govt website)
Branding is a way of clearly highlighting what
makes your product or service different to,
and more attractive than, your competitors'.
Business Link
A brand goes much deeper than just your
company logo. You could define a brand as a
set of associations that an existing or
The intelligent use of design,
potential customer has of a company,
advertising, marketing, service
product, service or individual. These
proposition, and corporate
associations can be the result of your own
culture can all help to generate
efforts and actively promoted through
associations in people's minds
marketing and corporate identity. Branding
that will benefit your business.
also reflects your customers' experiences of
Branding is your attempt to
your business and affects every interaction
harness these associations to
you have with your customers and suppliers.
help your business perform
better.
So branding is an association?
Sponsorship helps us (the consumer) associate a
brand logo with being “top of your game”.
We may buy these clothes because of this
association. After a while we become brand loyal.
What are you brand loyal to?
What was the
last advert that
you saw?
What product
or service was
it for?
History of advertising
• Posters announcing an
event were probably
the first form of
advertising, and these
date back to gladiatorial
contests in Ancient
Rome.
17th Century
• The first advertisements,
however, which fit our full
definition of advertising (ie
paid for, occupying space in
a media form) appear in
newspapers in the
seventeenth century.
• These tended to be
straightforward statements
of fact, without any fancy
typesetting or illustrations,
and were often
indistinguishable from the
news stories around them
Propaganda
• During the first world
war advertising used to
help the war effort
• This poster is from
1916, look at it closely.
• Questions on this
poster follow on the
next slide
What emotions does the
poster appeal to?
What methods are used
by this poster to
encourage recruitment?
How useful would this
poster be in explaining
methods used by the
British Government to
encourage volunteers for
the army?
• Many of these ads use techniques
of psychological manipulation
which now seem to us crude and
unfair, deliberately setting out to
frighten the target audience, or
shame them into following
instructions.
• These posters assume a very
specific power relationship
between advertiser and audience,
and we notice that the advertiser
assumes that they know best and
are giving the audience
information for their own good.
• A modern audience has a more
sophisticated approach to
advertising and is more sensitive to
any attitudes which might be
considered openly patronising.
• How do you think a modern
audience might respond to the
poster on the right?
New Media after the war
• As new ways of reaching a
mass audience became
technologically available
(cinema, radio)
advertising was quick to
latch on to new media
and became an important
way for broadcasters to
help fund their
programming. Radio was
an especially successful
way to reach audiences.
After the second world war
• After the Second World War
there was both a boom in
consumer spending AND a
new medium: television.
• Manufacturers sought to
inform newly prosperous
consumers of the dazzling
array of new goods they
could purchase (washing
machines, vacuum cleaners,
food mixers, TV sets...) that
they never previously knew
they needed!
Advertising Today
• Called above-the-line
promotion
• Where companies pay to
tell us about their business
and their products or
services in the media
• Today’s advertising is mostly
done by advertising
agencies who pitch the idea
to the company
• New media has arrived
(Internet, mobile phones)
Orange tiny top ups
Why do businesses advertise?
• Increasing the sales of the product/service
• Creating and maintaining a brand identity or
brand image.
• Communicating a change in the existing
product line.
• Introduction of a new product or service.
• Increasing the buzz-value of the brand or the
company.
How many
ways to
advertise can
you think of?
E.g. banner ad
on a website
Print media
• Newspapers
– National
– Local
• Magazine
– Specialist for niche
markets (like campervan
world)
• Leaflets
• Promotional brochures
• Fliers
Outdoor advertising
• Billboards
• Trade shows and
exhibitions
• Transport
• Bus shelters
• Signage
• Underground
New – product placement used to be
called covert advertising
BBC short clip – will product placement work?
OFCOM product placement regulations and video
People are watching fewer ads because they can
fast forward through TV. Product placement
work sin the US will it work here?
Banned are: Children's, news, current affairs,
consumer affairs and religious programmes will
not air any paid product placements.
No Product placement allowed on: gambling
services; food and drink high in salt, fat and
sugar; tobacco; medicines; alcohol; baby milk
and weapons
Broadcast media
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TV
Internet
Radio
Movies
Website for more data
Advantages of advertising on the
Internet
•
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Cheap
Can include lots of detail
Potential global audience
Can “move” or be
interactive
• Quick purchase can follow
a link to your shop
• Either have own website
or advertise on someone
else's site
Adverts seek to persuade you...
Advertisings may seek to inform you...
....explaining how a product works, constructing an image for the brand, informing
potential customers of services offered, and correcting mistaken impressions.
Or it may just seek to remind you why
you like the product and that you
should buy it again
Further activities
Advertising and
target market
worksheet to print
out
Website with
photos of fun
with billboard
adverts
TEFL
worksheet on
advertising
focuses on
the words
Rowntree ad in
the making 3
mins bbc 2010
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