Types of Advertising AND Execution StylesBy: Brandon Schuster

Advertising vs. Marketing

An advertising campaign is the media that you use during a certain time frame to promote a product, service, or an event.

A marketing plan presents the overall picture for how the company will promote, distribute, and price its products or services.

How an Advertising Agency WorksThe Five Main Departments

•Account Planning & Management• the strategic guide to the creation of an advertising campaign and link between the ad

agency, its clients, and the consumer•Creative• responsible for the creation and execution of the advertisements

•Media Planning & Placement• develop a media plan to reach the target audience effectively in a cost effective manner

•Strategic Planning & Research• interpret market environment, determine consumer needs and perceptions, and advise

how ads can meet strategic goals in order to produce and place the most effective advertising campaign in the most effective media

•Digital/Social• using the interactive space to track trends in technology and consumer behavior to

identify opportunities for clients through social media and digital product innovation

Major Types of Advertisingp. 267-268 (MKTG 5)

•Institutional• goal of the promotion plan is to build up the image of the

company or the industry•Product• goal of the promotion plan is to enhance the sales of a specific

good or service

Institutional Advertising

•Promotes a company image, rather than a specific brand. It attempts to create goodwill and the desired perception of an entire company, rather than one brand or product.•Seeks to establish, change, or maintain the corporation's identity.•Usually the audience isn’t asked to do anything except maintain a favorable attitude toward the institution.

•http://www.youtube.com/watch?v=nnsSUqgkDwU

Advocacy AdvertisingType of Institutional Advertising

•Typically used against negative consumer and media attitudes and to enhance the company’s credibility among consumers who already favor its position.

•http://www.youtube.com/watch?v=onGNrCc7RQA

Product Advertising

•Trying to promote and sell a specific good or service.

•http://www.youtube.com/watch?v=5ba0tZ_P5cg

Types of Product AdvertisingPioneering Competitive

Comparative

Intended to stimulate primary demand for a new product or product category in order to create interest with consumers. Heavily used during introductory stage of the product life cycle.

Normally used during the growth phase of the product life cycle. Doesn’t try to build demand, but instead tries to influence demand by subtly drawing distinctions amongst other brands through quality, performance, and image.

Compare two or more brands on one or more specific attributes.

Execution Styles for Advertisingp. 270 (MKTG 5)

•Slice-of-Life•Lifestyle•Spokesperson/Testimonial•Fantasy•Humorous•Real/Animated Product•Symbols•Mood or Image•Demonstration•Musical•Scientific

Slice-of-Life

•Depicts people in normal settings, such as at the dinner table or in their car.

“Come As You Are” (2010)

Lifestyle

•Shows how well the product will fit in with the consumer’s lifestyle.

“Synchronicity” (1999)

Spokesperson/Testimonial

•Features a celebrity, company official, or typical consumer making a testimonial or endorsing a product.

“My Life. My Card.”

(2006)

(2006)

(2007)

(2007)

Fantasy

•Creates a fantasy for the viewer built around use of the product.

“The Big Race” (2006)

Humorous

•Advertisers often use humor in their ads.

“You're Not You When You're Hungry”(2010-2011)

Real/Animated Product

•Creates a character that represents the product in advertisements.

“Space Station” (2010)

Symbols

•Representations of a brand that become cult classics.

“Caveman” (2004)

Mood or Image

•Builds a mood or image around the product, such as peace, love, or beauty. “Solitaire” (1999)

Demonstration

•Shows consumers the expected benefit.

“Stylus Tough Life Proof” (2010)

Musical

•Conveys the message of the advertisement through song.

My bologna has a first name, it's O-S-C-A-RMy bologna has a second name, it's M-A-Y-E-ROh, I love to eat it everyday,And if you ask me why I'll say. . .'Cuz Oscar Mayer has a way. . .With B-O-L-O-G-N-A.

“My Bologna Has a First Name” (1973)

Scientific

•Uses research or scientific evidence to give a brand superiority over competitors.

“Feel Better” (2008)

Sources

•http://www.businessweek.com/smallbiz/content/oct2003/sb2003109_3183_sb006.htm•http://drypen.in/advertising/agency-structure-of-advertising-agency.html•http://www.rga.com/about/offerings/social•http://wiki.answers.com/Q/How_does_product_advertising_differ_from_institutional_advertising•“Advertising Agencies: Functions, Structure, and Organization” PowerPoint by Professor Deb Smith (University of South Florida)•MKTG 5 Student Edition by Lamb/Hair/McDaniel (p. 267-270)

Summary

•The Difference Between Advertising and Marketing

•How an Advertising Agency Works• Five Departments

•Institutional vs. Product Advertising• Advocacy Advertising (Institutional)• Pioneering Advertising (Product)• Competitive Advertising (Product)• Comparative Advertising (Product)

•11 Execution Styles for Advertising

Questions?

Thank You For Your Time!