Notes - The New Advertising & PR 22:01 What makes an ad...

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22:01 What makes an ad good, or even great? Poor – Good – Excellent Mini – Excellent Porshce – Good Nikon – Good Keystone – Poor Godiva – Poor Advertising is everywhere Most people in U.S. like advertising Because it helps them with product info Supports media they use Advertising can be fun “the most fun you can have with your clothes on” What’s Advertising? the communications process of using paid media to reach a selected  audience with a persuasive message. o What people say: Branded message on cable channels like ESPN
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Branded message in business magazine like Rolling Stone Direct Mail Products you see on a game show like “The Price is Right” Yellow Pages Billboards Sponsored sports team o Has to have: A communication process/identified source Using paid media To reach a selected audience With a persuasive message o Involves: Marketer Audience Question for the advertiser… Audience Media Message Objective
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Advertising isin’t… Editorial or program content Public Relation and Publicity o PR – practice of managing the flow of info between an organization and its  public w/ the goal of positive exposure o Publicity – marketer’s supplying information to media Sales Promotion – short-term programs designed to get consumers to try  product Packaging – design and execution of a product’s container/labeling Direc/Database Marketing – distribution channel of marketing direct to end- users Integrated brand Communications Combines communication tools of advertising, PR, publicity, sales promotion,  Classifying the Ads you see By media By geographic area By product/service category By objective Advertising Classified by Objective Consumer Advertising o Brand Advertising – preference for the product o Direct Response/Interactive Advertising – direct immediate response
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o Combining Brand/Response - relationship Business and Trade Advertising o Business – Designed to reach and motivate business buyers, whether  they’re acting as agents or in business themselves o Trade – designed to solely Retail/Local Advertising o Draw consumer from a local trading area a business that serves the public Corporate Advertising o Designed to convey a favorable impression of an organization’s policy’s  products,  Non-Commercial Advertising o Advertising run by politicians, charitable and non-profit organization and  advocates of cause or to win support from the publics. o
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Notes - The New Advertising & PR 22:01 What makes an ad...

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