Transcript 00Intro

JOMC 170.1
Principles of Advertising
 Joe Bob Hester, Ph.D.
 233 Carroll Hall
 11:15 a.m. - noon Mon. through
Thurs. or by appt.
 843-8290
 [email protected]
Objective
 Understand the process of
promotion as persuasive
communication facilitating
transactions between buyers and
sellers.
Objective
 Be knowledgeable of the language,
history, current events, industry,
industry structure, regulation, and
social and economic effects of
advertising.
Objective
 Learn a systematic approach for
the development of advertising
messages and campaigns.
Objective
 Learn how advertising relates to
marketing and to other forms of
marketing communications such as
promotions and public relations.
Objective
 Develop an appreciation of the
responsibilities associated with the
persuasive function of advertising.
Be realistic
 This course will introduce you to
advertising and give you a limited
amount of practical experience. It
will not make you the complete
advertising person, but it will
provide you with the resources you
need if you wish to continue to
study the field.
Be realistic
 By the end of the course you
should be able to intelligently
discuss advertising with
professionals and you should be
able to direct yourself to any one of
many interesting specialties in the
field.
Resources
 www.unc.edu/courses/
2006ss2/jomc/170/001/
Format
 Readings / Lectures / Discussion
 Homework (15%)
 Book Summary/Review (20%)
 Exam 1 (15%)
 Exam 2 (20%)
 Exam 3 (30%)
Grades
Minimum percentages required
 A (93%)
 A- (90%)
 B+ (87%)
 B (83%)
 B- (80%)
 C+ (77%)
 C (73%)
 C- (70%)
Grades
Past Distributions
 A (0-5%)
 A- (10-20%)
 B+ (10-15%)
 B (20-35%)
 B- (10-30%)
 C+ (10-20%)
 C (3-5%)
 C- (0-3%)
Accuracy / Deadlines
 Proofread your work.
 Assignments are generally due at
the beginning of class.
 Duplicate and/or electronic copies
of assignments are sometimes
required.
Attendance
 Come to class!
Honor Code
 Academic integrity
 Counseling
Important Dates
 Thurs., June 29 - Exam 1
 Fri., June 30 - Out-of-Class
assignment
 Fri., July 14 - Exam 2
 Tues., July 18 - Book
Summary/Review due
 Thurs., July 27 - Exam 3
Today ...
 Almost everything is a Brand
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
Most manufactured goods
Most services
Entertainment brands
In some ways, YOU are a brand!
 Brands have become an
organizing force of modern
business
 Brands have become
a cultural meaning system.
So…
what’s
a
Brand?
Definitions:
 Verb - “biernan” to burn
 Noun - “a name, term, symbol, or
design (that) identifies products.”
 Concept - “a conceptual entity that
focuses marketing activities.”
 A Meaning System - “by adding
meaning to objects… advertising
performs a role historically associated with religion..” (AdCult)
Today . . .
The Business World
Has Organized Itself
Around Brands.
 Marketing has become a major
business function.
 A major part of marketing is
marketing communication.
 And one of the major ways brands
communicate is…
Advertising!
 An important part of
American culture.
 An increasingly important
part of global culture.
 The Original Marketing
Communication
 Still the major type of BrandBuilding Communication
But, what is
Advertising?
Advertising
How we’ll study it:
 Marketers / Advertisers
 Consumers





Household consumers
Gov’t officials & employees
Trade channel members
Business organization members
Professionals
 Advertising and Marketing
Services Agencies
 Media Companies
Kinds of Brands:
 Packaged Goods
Kinds of Brands:
 Packaged Goods
 Durable Goods
Kinds of Brands:
 Packaged Goods
 Durable Goods
 Services
American Express
Kinds of Brands:
 Packaged Goods
 Durable Goods
 Services
 Retailers
Kinds of Brands:
 Packaged Goods
 Durable Goods
 Services
 Retailers
 Organizations
 National Safety Council
(& Ad Council)
Kinds of Brands:
 Packaged Goods
 Durable Goods
 Services
 Retailers
 Organizations
 California Fluid Milk Processor
Advisory Board (& Girl Scouts)
Kinds of Brands:
 Packaged Goods
 Durable Goods
 Services
 Retailers
 Organizations
 Entertainment Brands
Kinds of Brands:
 Packaged Goods
 Durable Goods
 Services
 Retailers
 Organizations
 Entertainment Brands
 Other Examples
 Transportation, Music, Retail...
You & Your Career Right now, you’re “job shopping”
 This course ends with...
 A Marketing Plan for
“The Brand Called You”
You & Your Career Right now, you’re “job shopping”
 This book ends with...
 A Marketing Plan for
“The Brand Called You”
 Understand yourself
as a Product
You & Your Career Right now, you’re “job shopping”
 This book ends with...
 A Marketing Plan for
“The Brand Called You”
 Understand yourself
as a Product
 Understand Your Market
You & Your Career Right now, you’re “job shopping”
 This book ends with...
 A Marketing Plan for
“The Brand Called You”
 Understand yourself
as a Product
 Understand Your Market
 Increase Your Market Value
You & Your Career Right now, you’re “job shopping”
 This book ends with...
 A Marketing Plan for
“The Brand Called You”
 Understand yourself
as a Product
 Understand Your Market
 Increase Your Market Value
 Bring Your Product to Market
Next Steps:
 For next time
 Read the syllabus.
 Read “Fact Pack 2006”
pp. 1 - 23.
 Read Glossary Part 1
 Book Summary/Review
preferences are due