The average person is exposed to more than 2,000 ads per week ADVERTISING.
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The average person is exposed to more than 2,000 ads per week ADVERTISING
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Transcript of The average person is exposed to more than 2,000 ads per week ADVERTISING.
The average person is exposed to more than 2,000 ads per week
ADVERTISING
1. Pick a magazine of your choice and select an ad that appeals to you
2. What is the ad selling?
3. What draws you to the ad?
4. What does the ad show?
5. How is product displayed?
6. Why is it appealing?
7. Why is it in this magazine?
SECOND JOURNAL: READ AND WRITE about Arizona McDonalds have a promotion taking place this week during their State Testing!
1. How many readers?
2. How many of these readers are men?
3. What age catergories does the audience profile identify?
4. Why does the audience profile specify the income level of readers?
Promotional Advertising
create interest in product
intro new product/business
explain product
support selling
create new mkt.
YouTube-Emmy 2010
Best Commericals
YouTube- Emmy 2012 Best Commercials
Institutional Advertising
create favorable impression for business
co. role in community
public issues
environment
public health
Education
Institutional Ad Samples
Newspapers
Magazines
Direct mail
Signs
Billboards
Written Form
Oldest form of Adv.
Clio Awards
Advantages
large readership
known circulation
easy to target mkt.
cost is low
ads are timely
Disadvantages
some wasted circ.
limited life
quality is poor compared to mags.
STLTODAY.COMClio Awards
Advantages
Target mkt. easily
read more leisurely
better quality/print
longer life span
Disadvantages
lower target geographically
more expensive
not as timely
Clio Awards
Advertising sent by businesses directly through the mail to prospective customers.
Good form of advertising
Main disadv. - thought of as “Junk Mail”
Clio Awards
Nonstandardized - used by local firms at their place of business or pay rent to off-site locations
Standardized - signs placed near highly traveled roads
22 Good Billboards
Posters - Preprinted sheets put up like wallpaper 3-4 X’s per year.
Painted Bulletins - painted every 6 months.
Spectaculars - ads with moving parts/lights in high traffic areas
Popular but difficult to justify
concern over too many/
environment
Clio Awards
Directory Advertising
telephone dir.
yellow pages
low cost
widely used
updated often
Transit Advertising
public transportation
buses
trains
subways
airline terminals
captive audience
economical
may be defaced
Clio Awards
Radio
Television
Online Streaming
Clio Awards
Advantages
easy to target audience
messages changed easily
Mobile
Clio Awards
Disadvantages
short life span
competition for target audience
listeners easily distracted
Advantages
Creative
believe what they see
more personal/home
reach mass audience
special themes
Disadvantages
very expensive
audience size not always known
commercials/nuisance
Either Email or World Wide Web
Still small part of overall advertising $ spent, but growing steadily
Impression- is a single appearance of an ad on a computer user’s screen
Electronic direct mail- sent via email
Mostly used with pre-qualified groups of people (opt-in email- customer authorizes)
Most cost effective
Easy to update
Easy to personalize
Includes:
Emails, banner pop ups, and social media
Most online ads are banner ads
Can come in all shapes and sizes but norm is rectangle
Interstitital Ads- TV spots that pop up between web pages and are streamed either live or on demand.
Viewer must click on ad to activate
What works best:
Bold colors
top of page placement
Animation
calls to action
Limited frequency exposure
Response rate is 1%
Also called giveaways or advertising specialties
Relatively inexpensive
Useful items featuring company name, brandmark, and message
Practical = more successful Common items:
Hats Calendars Pens Shirts
Distribution is key to success
Example: Nature Valley Granola Bars giveaway granola bars at Vail Ski Resort at Snow oasis during spring break
Introduction to Social Media Power Point
What’s your social media strategy? 2013 Video
Controversial Viral Marketing KSDK
In 2008, approximately 72% of the U.S. population was online. Globally, it was approximately 20%.
No geographical boundaries
Cheaper & flexible than print advertising
Improve credibility and tell your story
24/7/365
For small companies, a web site is the only effective media to connect to a wide audience
Where do you go to get your news and information?
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Nearly 50% of Americans regard the internet as their
primary source of news and information
Source: Zogby, 2008
Nearly 90% of Americans regard web sites as a
More important source of news and
information than
traditional media outlets
Source: Zogby, 2008
Source: Zogby, 2007 & 2008
Television
Magazines
Newspapers
Blogs
2008
2008
2008
‘08
Radio2008
Internet2008
2007
2007
2007
2007
2007
‘07
0 10 20 30 40 50
Image source: http://web2.socialcomputingjournal.com
WHAT THE
HECK IS
SOCIAL MEDIA ?
Social media is an umbrella term defines:
various activities that integrate technology
social interaction
construction of words, pictures, videos & audio
http://www.wikipedia.org
“Social media is people developing
relationships and having conversations on-line.”
Blogs
Micro blogs (Twitter)
Online Chat
RSS
Widgets
Social Networks
Social Bookmarks
Message Boards
Podcasts
Video Sharing Sites
Photo Sharing Sites
Virtual Worlds
Wikis(…just to name a few. And more are coming.)
Lose control of the “message”
It’s about authenticity & transparency
SPEED, 24/7
Not every voice is important, but everyone has a voice
Participation requires collaboration
Does not replace traditional communication methods
Brand Reputation & Integrity
Domino’s
Customer Service
Best Buy
You tube search Best Buy Customer Service
Building customer loyalty
Mad Men (A&E)
You Tube Hamm vs. Karadashian
Real-time feedback
Starbucks
What sources of news and information do you
trust?
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Web 2.0 and resulting changing trends in consumer wants/needs is forcing companies to change the way they show up online
We approach everything with a comprehensive online strategy in mind, including web sites and social media tools
Monsanto.com Changes
Introduction of MonsantoToday.com
Launch of “For the Record” issues management section
COMING SOON: Social Media links receiving prime real estate on home page
Monsanto.com
Press Releases
Monsanto Twitter
Monsanto YouTube
Monsanto Facebook
MonsantoToday.com
Monsanto Blog
Search engine traffic to Monsanto.com pages has increased significantly from last year to this year*, which indicates better placement in search engine results.
Google Search: 79.23%
Yahoo Search: 37.83%
MSN (now Bing.com): 42.68%
*Report period July 30, 2007 – July 30, 2008 and July 31, 2008 – July 30, 2009
www.MonsantoToday.com
Well-written
Transparent
Honest
Informative
Useful
No spin
No messaging
Online commenting
www.monsanto.com/fortherecord
New series of radio/TV/print ads
Promotion on the web
Coordination with social media
Future of communication – for now
Web 3.0 changed ways companies market themselves
Before: Company-produced messages created and promoted the brand
Today: People (employees/marketers) have to be the face of the brand – and have two-way communication with customers
Reach the greatest number of customers for the lowest cost per customer.
Opportunity for illustration
opportunity for an adequate selling message
flexibility for changes
opportunity to sell product
excitement
fit the image of business/product
cover targeted geographical area
