Advertising Final

Creative Strategies

-Hard Sell: campaigns based on thinking, rational and logical -Soft Sell: campaigns based on feeling, emotional

Television Advertising Disadvantages

Cost Television advertising is expensive. A 30-second ad on network's number one show, The Big Bang Theory sells for a mere $326,260.00. The Big Bang Theory can command this kind of price because of the millions of people who watch the show. In 2014, the average cost for a network television commercial is around $112,100.00 for a 30-second spot. In addition to the expense of the media, television advertising has the additional costs to make a television commercial. Gary Davis of Gary Davis Media estimates that the average cost for an advertising agency to produce a national television commercial today is around $500,000.00.189 A local television commercial is quite a bit cheaper to produce but can still cost anywhere between $200 and $2,000 per spot. Flexibility Because of the cost to produce a television commercial changing the message or offer can be expensive and time consuming. This means that once the commercial is made, the advertiser is committed to using that spot for an extended period of time. The costs related to commercial production reduces the amount of flexibility the advertiser has in answering consumer concerns or competitor claims. Clutter Clutter is anything and everything that gets in the way of the television viewer seeing, hearing, or getting the information from the advertising message. One of advertising's biggest hurdles is dealing with clutter, because it's everywhere. Clutter includes other people in the room, talking in other rooms, the refrigerator, the bathroom, the doorbell, the phone, texting, other commercials, the program itself, and a whole host of other things that distract the viewer from watching the advertisements. One of the biggest clutter items that advertisers have to deal with is the TV remote control. The remote gives the viewers the power to zip and zap their way past the commercials. Zipping is when viewers fast-forward through the commercials on shows they have previously recorded.191 With the DVR more popular than ever (in four out of 10 homes in America), viewers are zipping past the commercials on the shows they have recorded. DVR remote controls are even made with a button that will allow the viewer to fast-forward in 30-second increments so that they can zip past the commercials quicker. Despite the zipping, Nielsen reports that viewers are still watching the commercials on prerecorded shows. Their research has found that "among DVR homes, playback lifts commercial ratings by 44% among 18-49 year-olds after three days. Among all 18-49 year-old viewers DVR playback adds 16% to commercial ratings after three days." Zapping has been a long-standing problem for the television industry. Zapping is when the viewer changes channels when the commercials come on. Today every television, cable box, satellite dish, and DVR comes with a remote control, which puts the power of zapping in the hands of nearly every American household. Tracking Companies like AC Nielson track television viewership and provide ad agencies with basic demographic and geographic data of television viewers. While the numbers are a close estimate of who is watching, neither AC Nielson nor the advertising agencies can ever be sure who is actually watching the TV program or the commercials.

What not to do during presentations

Don't Read the Slides - Presenters who are nervous or not prepared will fall into this trap - turning their back to the audience and then reading the information, word for word, off the slide. There's no need to do this; the audience can read what's on the slides. They need you to talk to them about what's on the slides. There are two fail safe ways to keep from doing this during your presentation: 1) practice your presentation so you know what is on the slide and what you are supposed to say, and 2) don't put complete sentences on your slides: leave no temptation to read them. Don't Talk to the Slides - This may sound silly, but it happens quite often during presentations. Presenters who are not comfortable with facing the audience or carrying on a conversation with them will turn their head and face the screen while they are presenting. They aren't reading the slides because they know what they are supposed to be saying; they simply turn and face the slides while presenting the information. By doing this, the speaker loses eye contact and gives up the opportunity to build a relationship with the client. Don't "Umm" Through the Presentation - While presenting, some people use filler sounds like um, uh, or err because they are afraid of pausing or silence as they think about what to say next. Doing so will make them look inarticulate and uneducated.283 The Toastmasters suggest that pausing is actually more impressive than using filler words because it shows self-confidence. The audience knows you are thinking and trying to find the right words and they respect you for that. Don't Ramble - To ramble is defined as "to talk about something for a long time in a way that is boring, annoying, or confusing."284 Rambling happens from not being prepared, and because you're not prepared, you get nervous about what you are going to say. When you don't know exactly what you want to say, you start talking with no direction or outline-the mouth kicks into high gear. Your mouth starts talking so much that you don't know when or even how to stop, so you keep talking and talking and talking. Rambling can ruin presentations. So, how do you keep yourself from rambling - practice, practice, practice. Don't "Wing It" - You have to have a structure or a plan. Don't leave anything to chance. Make sure you are ready for any situation that might come up. If, during a practice session, you decide something needs to be added, don't say, "Oh don't worry, I will add that part in while we're presenting." That's a terrible idea. Don't wing it. Prepare what you want to say, write it down and read through it a few times. "Winging it," means you're unprepared, which will lead to nervousness, which will lead to rambling and may lead to messing up the entire presentation. Don't Announce That You Made a Mistake - This happens all them time: a presenter is speaking and then they forget what they're supposed to say and they announce, "Oh I forget what I was going to say." Why say that? I guarantee the audience members have no idea that you forgot what you were going to say, well...until you open your big mouth and announce it to everyone. The best thing to do, if you forget your line, is to pause in silence, relax, gather your thoughts, glance at the screen to see where you are in the presentation and move forward. If one of your team members forgets his/her line and it is obvious the line isn't coming to them, step up and rescue them. The audience will be none the wiser. Turn the Music Down - This is a personal pet peeve, but it happens all the time. Groups will play music during their presentation, which is fine, but they have the volume up so loud that their voices can't be heard. Eliminate anything that gets in the way of your client hearing what you have to say, or at least turn it down. Don't Stand in Front of the Slides - How does this happen? Can't you see the projector shining right in your face? It is amazing how many times this happens during presentations: a presenter will be talking to the audience, step in front of the projector, and then stand their with the words from the slides running directly across his/her face. This not only makes you look completely ridiculous, but will cause you to lose credibility with your client.

Impressions

Gross Impressions - The sum of exposures for all media.

Chapter 13

What to do What not to do The hook Presentation slides Wizard of Ozing

Types of Online Advertising

banner ads search engine ads video ads email ads social media ads.

Media Plan

o Media strategies, schedules, and budget summary

Loyalty Programs

-Based on purchases, consumers collect points, miles, punches, or other items that can be redeemed for rewards.

Situation Analysis

-Provides an evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions -Analysis of the company at the present time -Includes category and brand background, brand evaluation, SWOT, problem statement From the book: "The situation analysis provides an evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions. Simply put, it is an analysis of the situation the company is in at the present time. A situation analysis should include a description of the company and brand's background, a brand evaluation, a complete SWOT analysis, and a statement of the advertising problem the company is facing."

Message Approaches

-Straightforward Factual: This approach uses no emotions, tricks, excitement or humor—the facts are simply presented in an honest, candid manner. -Demonstration: This approach actually shows the product being used and what it can do for the consumer. -Comparison: This approach contrasts other brands against the advertiser's brand to show the superiority of the advertiser's brand. -Problem/Solution: This approach highlights a problem the consumer may be experiencing and then shows how the advertiser's brand is the solution. -Slice of Life: This approach combines the elements of a problem/solution and a drama approach but uses a "typical person" or "average Joe" to talk about a problem they're having and how the advertiser's brand solved their problem. -Spokesperson/Endorser: This approach uses a celebrity, spokes person, or an expert in the field who uses their name or title to add credibility to the brand. -Teasers: This approach teases and tempts the consumers without identifying the product directly so that the consumers will listen to the rest of the ad or seek out additional information. -Lecture: This approach uses the same techniques that a college professor uses to present a lecture—facts and data, and the needed information is presented in the ad often using bullet points, graphs and charts, and questions and answers. -Drama: This approach uses a story to talk about the product—the characters talk to each other and not to the audience, much like a television show or movie.

Exposure

A count of the number of people with open eyes or listening ears facing the medium. Exposure measures those people who report watching a particular TV show or listening to a particular radio station at a given time. While you never know who actually watched or heard the advertisement, exposure measures the opportunity to see the advertisement.

Purposes of Promotions

Build awareness - Promotions are a great way to introduce consumers to the product or to get the consumers to try the product for the first time. Create Interest - Offering consumers a promotion is a great way for a brand to get consumers' attention and to start conversation with them. Provide Information - While most promotions are used with the intention of generating sales, some simply provide information to make the consumer better aware and more intelligent when they do decide to make a purchase. Stimulate Demand - The most common purpose of a sales promotion is build consumer demand so that they will make a purchase. Reinforce the Brand - Once a purchase has been made brands can use promotions to reward consumers for their purchase and encourage them to make additional purchases.

Presentation slides

Make Your Slides Look Great - Your slides should be entertaining, fun, informative, and look professional all at the same time. One way to have great slides is to avoid stock PowerPoint or Keynote theme templates. Edahn Small of Visuali.se, a presentation design firm in CA, gives seven problems with using stock templates in your presentations: They lead to Infinite Bullet Point Syndrome (IBPS) They discourage graphics Every slide ends up looking exactly the same The designs are usually hideous The presentation looks like every slideshow presentation you've ever seen Your audience will lose interest and focus after slide number one zero It reminds people of the 1990s (that's bad)285 Small's recommendation for better slides, "Build your own theme instead." Presentation slides should have the same look and feel as the Advertising Plans Book. Use the same colors, design, and fonts that you use in your plans book: and give the slides the same personality and attitude. This provides continuity between the plans book, and the presentation will neatly tie everything together for your client. Select Fonts That are Legible - You will use no more than 2-3 fonts for your presentation slides, 1-2 for headings or subheads and another for content. When selecting fonts there is only one major rule: they must be easy to read. For headings or subheads, you can use the standard fonts (Times New Roman, Arial, Calibri) but they are boring and over used. Try to select fonts that are fun and exciting and have the same personality as your campaign and presentation. For content sections, the only thing that matters is that your client can read the information clearly and quickly, so it is best to use one of the standard fonts, but it is certainly not required. Make Font Sizes Big Enough To See - If you go through all the effort to make great slides, you want your audience to be able to read what's on the slides. Make sure the font size for headings and bullet points are big enough for everyone to see. A good readable font size for presentation slides is anywhere between 24 to 48 point. Use Quality Photographs and Visuals - As advertisers, we know how important the visuals are in advertisements - they are just as important in presentation slides. Pictures are able to "communicate at levels beyond the descriptive possibilities of words and bathe the brain in much desired visual stimulation."286 Pictures get attention, they enhance the visual elements of the presentation, they illustrate what is being said, and they help the audience understand the information you're presenting. Plus, they make the slides a lot more exciting to look at. Because the images add so much to the presentation you should always use high quality, relevant images. There are many stock photo sights on the Internet that provide hundreds of thousands of high quality images that can be used in presentations. There should never be an excuse to use clip art images, pictures with low pixel quality, or ugly photos that cheapen the quality of the presentation. Don't Overdo the Images - While it is important to have photos and images in your presentation slides, you can overdo it by having too many pictures. Select photos and images that relate to or support your main points. Use Color - Select a color scheme that works with your campaign but choose colors that make the content easy to read. The professionals at ThinkOutsideTheSlide.com have found that "one of the most common mistakes in selecting colors for slides is to not have enough contrast between the colors chosen for the background and the text or graphics."287 The further apart the colors are, the more clarity there is and the easier it will be for the audience to see the text. For example, white text on a yellow background is not nearly as effective as black text on a yellow background. Colors can also affect the emotional reactions the audience members have with your slides. The presentation specialists at PresentationTeam.com provide this guide for understanding the psychological effects of colors: -Blue - has a calming and conservative effect on people by slowing their breathing and lowering their pulse rate. -Green - stimulates interaction and puts people at ease. It's a friendly color that makes people feel warm and emotional. -Red - has both positive and negative meanings. Red conveys passion but it also stresses a warning or danger. -Purple - associated with royalty and wealth, but also symbolizes wisdom and spirituality. -Yellow, Orange, or Gold - these are the most attention getting colors but be careful, they can also create feelings of frustration and anger. -Black - a strong, definite color that makes other colors stand out. -White - presents a fresh, clean look that represents purity and innocence. -Gray or Sliver - a color of non-commitment because it's not black or white but represents independence and self-reliance. Have No More than 4-6 Bullet Points Per Slide - Many presentation experts recommend not using bullet points, but instead they suggest placing each item on a different slide with a supporting image.289 This is may not be practical with the types of presentations we give in advertising. The best advice would be to limit the number of bullet points you put on each slide to 4-6. Any more bullet points than that may overwhelm and confuse your audience. Show Your Bullet Points One at a Time - If you have 4-6 bullet points on your slides, you should show the bullet points one at a time. This controls what bullet point the audience looks at and which bullet point you want them concentrating on while you are presenting. Both PowerPoint and Keynote have a feature that will bring one bullet point up at a time. Even more impressive is to have PowerPoint or Keynote fade the previous bullet points as you click on the next one. Only Have Slides Up When You're Talking About Them - This sounds obvious but it happens more often that you might think. The presentation is moving along and then the presenter moves from one topic to the next, but never changes the slide. They are talking about the new subject, but the slide the audience is looking at is from the past topic. The person speaking doesn't realize it but the audience has stopped listening to him/her and is now thinking, "Why is that slide still up there?" "She isn't even talking about that topic anymore." "Why doesn't she change the slide?" You don't want to do anything that causes the audience to stop concentrating on what you're saying, so instead of leaving the old slide up on the screen, it is best to put up a blank slide or a black slide. A black slide is easy to insert by placing a solid black box on a slide, then while transitioning to a new topic the screen goes black and all attention goes to the speaker. Stay Away from Big Paragraphs - Instead of using key words or phrases some people put long detailed paragraphs on their presentation slides. This is a terrible decision for a number of reasons. First, the audience will start reading the slide and completely ignore everything the presenter is saying. Second, long paragraphs on the screen are hard to read and become confusing to the audience. Third, instead of talking to the audience, the tendency is for the presenter is to read the paragraph. Fourth, if the presenter is reading a big paragraph on a slide then his/her back is to the audience causing him/her to lose eye contact with the audience, which will break the conversational style of speaking and thus lower his/her overall credibility. Although you want to avoid putting big paragraphs on your slides, it is ok to include short quotes if it enhances the presentation to show the entire quote to the audience. It is best to have the quotes memorized, but it is acceptable to read them to ensure accuracy. Imbed Your Videos Into Your Slides - If you are going to show a video in your presentation, you need to make sure the video is imbedded into the slide presentation so that it will play seamlessly when you click on it. Some presenters only put the link in their slides, so when it is clicked the presentation has to change over to the Internet and log into YouTube to play the video. This not only takes a lot of time, but it is distracting and looks extremely unprofessional. All presentation software has the ability to imbed videos, learn how to do this and save your presentation from the embarrassment of the glitches that will happen from playing videos. Limit Slide Animations - There is a time and a place for slide animations, but use them sparingly. Having your bullet points fly in from right and bounce into place is fun the first two times, then it just becomes annoying. Too many moving, flashing or flying parts may overwhelm your audience or steal the spotlight from key information.290 Only use the animations when you want the audience to concentrate on a key element, or if you want to add emphasis to a particular point. Be Consistent - No matter what you do with your presentation slides in terms of fonts, font sizes, colors, and style, just stay consistent throughout the presentation. Make all of your headings the same font, size and color. The slides don't have to be exactly the same; you can mix up colors and designs, but it should be clear that the slides have a similar style. This small detail will add a level of professionalism to your presentation that your clients will recognize. Less Is More - You don't want your presentation to feel or look like you're giving a college lecture with a bullet point for every bit of information you're presenting. This type of presentation is overwhelming because of all the information you're showing the client: it may cause them to lose interest. Just think about how many times you lose interest during a class lecture. Don't be afraid to have a slide with just one word or a single picture.291 Change it up - surprise your client. Do things in your presentation and slides that are unexpected, that get your audience involved, and that allow you to present in a conversational style.

Types of Television Advertising

Network advertising Local advertising Participation Spot Sponsorships

Point-of-Purchase Displays

POP displays in retail stores that encourage consumers to buy a product, negotiations with the retail stores to carry the product and to provide shelf space, or to offer special incentives to retailers to sell the product. The Lays company employs a push strategy to get their chips in the hands of the consumers. Lays will actively negotiate with retailers to get the best possible shelf and aisle space in the store, they provide retailers with POPs to display their chips and draw consumers' attention, and they reimburse retailers for advertising that highlights their chips.

Types of Radio Advertising

Produced Straight Read Live Reads Endorsements

Types of Color

RGB-Red Green Blue is used for electronic devices CMYK-Cyan Magenta Yellow and Black used for professional printing. Full Bleed-Allows color to run to the edge of page.

Reach

Reach is a measurement of the number of people exposed, at least once, by an advertising message. Reach is a measurement of exposure. Like exposure, reach only takes into account those who had an opportunity to see or hear the advertisement, not those that actually saw or heard the ad.

Types of Out-of-Home Ads

"All media formats specifically intended to reach consumers outside the home." The most common types of OOH advertisements are billboards, street furniture, and transit. Billboards—Billboards are defined as large outdoor displays intended for viewing from extended distances by passing cars and pedestrians (see Figure 1). The cost of a billboard is determined by the location of the board, the size of the board, and the amount of traffic that moves past the board. According to Billboard Connection, an outdoor advertising agency, there are four basic types of billboards, posters, bulletins, wallscapes, and digital. Posters—These billboards are available in 30-sheet (10' high x 22' wide), or 8 sheet (5' high x 11' wide) sizes. Posters are more locally focused on primary and secondary roadways where the speed limit is between 30—50 mph. Bulletins—These billboards are large format displays usually located on highways, expressways, or major surface streets. They are available in large sizes of 14' high x 48' wide, or 10.5' high x 36' wide. Wallscapes—These are very large format outdoor advertising (over 700 sq. feet) that are usually located in metropolitan areas like New York City or Chicago, and are created for extended viewing to make a lasting impression. Digital Billboards—These billboards come in a variety of sizes (e.g., 14' high x 48' wide or 10.5' high x 36' wide). Digital billboards offer greater creative flexibility and the ability to change messages monthly, weekly, or hourly.228 Mobile Billboards—Mobile Billboards involve a specifically designed vehicles or trailers that display a commercial ad on the side of the truck. Mobile billboards are easily recognizable for brand identity. They are also cost effective, because your message is exposed in front of a large audience within a short span of time. Consumers are always on the move... your advertising better be as well. The trucks are driven to locations that provide the client with the best opportunity for exposure to the target market.229 Street Furniture—Street furniture includes park benches, mailboxes, street lamps, traffic signals, fountains, public restrooms, fire hydrants, trashcans, bollards (short poles that prevent cars from passing), and any other object on the street where advertising can be placed. Transit—Transit advertising includes advertising on or in buses, trains, subways and their stations; on kiosks (athick,column-likestructurewhere advertisementsareposted), and in airports. Public transportation vehicles go where people go, where they live, shop, work and play (CBS Outdoor). The transit industry reports that the average American travels 302 miles every seven days and that 95% of Americans are reached by media targeting drivers and passengers.230 Transit advertising also has a low CPM, making it affordable and effective.

Visual Communication

-A picture's worth a 1,000 words -Western civilization has become more dependent than ever on visual culture, visual artifacts, and visual communication -People only retain about 10% of what they see and 20% of what they hear, but they retain 80% of what they see or do.164 Including visuals in advertising can help art directors and copywriters achieve their goals of perception, attention, and retention. adding visuals help advertisers for the following five reasons: Visuals are better at getting and keeping consumers' attention. Visuals are more easily remembered. Visuals add credibility to the advertising and to the brand—seeing is believing. Visual storytelling is engaging and maintains interest. Pictures communicate faster than written words.

SWOT

-An evaluation tool used to determine a business' viability in the marketplace. The analysis looks at both internal factors (strengths and weaknesses) and external factors (opportunities and threats) of the business. o Strengths Elements the company does well, the positive attributes that aid the company in meeting its objectives, and those areas where they have a distinct advantage over the competition (e.g., excellent customer service, quality products with natural ingredients, strong ethical values, or a solid customer base). o Weaknesses The characteristics that the company does not do well and that put them at a distinct disadvantage from their competition (e.g., weak online presence, difficult location to find, low market share). These may also include factors that the customers perceive as company weaknesses (e.g., slow delivery times, low brand recognition, no brand personality in the marketplace, or a difficult return process). o Opportunities Areas where opportunities exist for the company to improve its share of the market, increase its profitability, or improve its image with its customers (e.g., strong relationships with local government and business community, strong working relationship with local charities, expansion into new segments of the community, or website development with online sales). o Threats Any elements that threaten the perceived value of the brand, the ability of the company to be successful, or may change the way the company does business (e.g., increased state and local taxes, increased shipping charges for online deliveries, or opposition from the Green community). Swot Analysis from the book: "The SWOT Analysis is an evaluation tool used to determine a business' viability in the marketplace. The analysis looks at both internal factors (strengths and weaknesses) and external factors (opportunities and threats) of the business.149 Gathering this information, through careful and thorough research, helps advertisers make informed decisions that lead them to insights."

Radio Systems

AM (Amplitude Modulation) AM was the first type radio broadcast media and is the simplest form of radio. AM operates at 520kHz to 1710kHz or between 520 and 1710 on your AM dial. The AM signal bounces off the upper atmosphere so it is able to travel long distances but picks up more noise and interference causing there to be lower clarity compared to FM radio. FM (Frequency Modulation) FM operates at 87.5MHz to 108.0MHz (a much higher range of frequencies than AM radio), or between 87.5 and 108.0 on your FM dial. FM radio transmits to less than 100 miles, much lower than AM. Because of the higher frequency, and typically in stereo FM is better suited for listening to music.199 Satellite Satellite radio is broadcast through satellites primarily to cars with a signal that covers an area much greater than terrestrial radio. Sirius Radio claims their service covers "3,717,792 square miles of seamless coast to coast coverage."200 With satellite radio a person could leave Seattle and drive to Miami and never lose the radio signal. Web Radio In 2013, the Streaming Audio Taskforce reported that 53% of Americans aged 12 and older listen to Internet radio. Most reported that the reasons they listened to Internet radio over terrestrial radio was because web radio provided more program choices, that the song titles and singers are shown for each song, and that they receive a clearer signal. -Web radio is essentially audio that is digitized and then split into small pieces for transmission through the Internet. Radio professional Corey Dietz says, "The ultimate effect is to create the illusion of radio. The audio is 'streamed' through the Internet from a server in one location and reassembled on the listener's end by a software player on a computer or Internet Radio receiver. Internet Radio is not really radio by the traditional definition but an incredible simulation."

The Design Principles

Balance—When an advertisement is divided into portions, those portions should be in balance with each other because you don't want the ad to appear to be heavier on the left or right or top or bottom. Balance can be achieved by placing the elements in the ad in either a symmetrical (evenly divided with elements on both side of the ad in similar locations) or asymmetrical (unevenly divided with the elements on each side in different locations of different sizes yet still in balance) pattern. Unity—By placing the elements in the ad near each other the designer can create a relationship between those elements and a sense that the elements belong together. Contrast—Contrast is used to separate the elements in an ad and to help emphasize the importance of some elements over others. Repetition—Repetition in advertising is used to create consistency between the advertisements. Designers will repeat visual element such as colors, fonts, and layout designs throughout the different media to help create an association between the ads in a campaign. Eye Flow—This is the visual path the designer wants the viewer's eyes to travel as they look at the elements of the advertisement. Designer wants the elements to line up in such a way that the reader sees all of the elements of the ad. They want to direct the viewers' eyes and move them through the entire ad. Focal Point—The focal point is the dominant element in an advertisement and should have the greatest visual interest in order to draw the attention of the viewer and. the focal is placed in the optical center of the ad. The picture is normally the focus point but fonts, headlines, and logos can also be focal points. White Space—This is the area in an ad not covered by the picture or words. White space is used to highlight the focal point and allow them to breathe and to spread out, and it adds to the overall artistic effect of the ad. Simplify—Less is always more. Fewer elements in an ad help the adappear less crowded, which brings the focus back to the content.

What to do during presentations

Be Entertaining - In today's advertising world you can't just go into a campaign presentation planning to present a bunch or research numbers and walk the client through the creative. That's not going to be enough. During the presentation the client is making a decision about you and your agency, so you are going to have to engage them in what you are presenting, make the time you have with them fun - you're going to have to be entertaining and likable. Start out strong with a great introduction; then, maintain a high level of energy throughout the presentation and show the client why they should choose your agency over the other agencies Leave no question in the client's mind as to which agency had the best plan and made the best pitch. Talk To Your Audience—Not At Your Audience - There's a big difference between talking to someone and talking at someone. For example,parents, professors, bosses, and police officers talk at us because they are usually giving us instructions or telling us what to do.Friends, on the other hand,talk to us because they are interested in developing a relationship with us. This is also the difference between a presentation and a conversation. A presentation is when someone stands in front of us and provides information. In these types of presentations the audience members sit quietly until the presenter is done. A conversation is much more relaxed, personal, and intended to enhance the relationship between to two parties involved. In advertising, you want the presentation to be more like a conversation. You want your audience (who is often times your boss or your client) to be an active participant in the presentation. There may be information being revealed to the audience, "but it's usually couched in the desire for a mutual understanding and comprehension."263 Presenters who are skilled at speaking extemporaneously are able to carry on a conversation with their audience. Becoming a conversational presenter takes practice. Think about your everyday conversations and what makes you a successful communicator. Think about how you present information to your friends and what types of persuasive techniques work best for you. Bring your unique style and personality into your presentations and just be yourself. Anna and Ken Boynton of MessageGlue, a company specializing in human communication, said that by being yourself in the presentation, "you'll be presenting the uniqueness that has already made you successful in the first place. And those unique qualities, when turned outward, are perceived as authenticity (and often charisma) by your audience. A conversational tone feels more respectful, more approachable, and more listenable to your audience. They'll be compelled to accept and remember the information you're sharing, and they'll be compelled to respect you." Show Your Personality - The better you become at being a conversational presenter the more you will let your personality show. It takes practice and lots of confidence to do it well. Always think about ways you can interject your personality into your presentations. If you like something then say, "I like that." If it's a bad idea then say, "It's a bad idea." If part of your campaign is awesome say, "It's awesome."265 Don't be afraid to get excited and have some fun while presenting. In advertising, many accounts are won because the client liked the pitch team. Avi Dan, founder of Avidan Strategies surveyed a group of marketing executives and asked them what the most important consideration was when selecting an agency, 68% said that it was the chemistry they felt with the agency pitch team.266 That's why it is so important to be yourself, to be friendly and positive, and to develop a relationship with your client through your presentation style. Remember, you want them to like you and the only way they will be able to like you is if you show them your personality. Slow Down - When we get nervous, we tend to talk fast. Dr. David Carbonell, an anxiety coach, states that talking fast interferes with breathing, which gives the sensation that we are running out of air, which increases nervousness. Speaking fast also creates a barrier between the speaker and the audience members causing you to lose the connection you are trying to establish with them. Make Eye Contact - The number one way to increase your credibility with your audience is to make eye contact with them. Speech coach Diane Windingland, says that people who don't make eye contact seem nervous and dishonest. She goes on to say that eye contact makes the speaker sound more conversational and will make his/her rate of speech slow down. She also suggests that eye contact can cause a reduction in crutch words such as uh, um, or err. Ever notice when we are involved in an interpersonal conversation that we rarely use the crutch words and we also rarely break eye contact. Eye contact has a tendency to make us look and feel more comfortable.268 Some additional tips for using eye contact in your presentations are 1) Your eyes connect you with other people, so let them; 2) During your presentation you should make eye contact with every person in the room, at least once; then after you have eye contact with someone; 3) Hold the eye contact for about as long as a handshake lasts; and 4) Your eyes tell your mood, comfort level, confidence, and sincerity level - "eye contact is critical to the success of your speech or presentation." Smile - People like people who smile and are happy; however, sometimes while presenting our faces fall into serious mode - that serious look that borders on a frown. This looks conveys the message that you are bored, overly serious, and not excited about what you are presenting. One of the most important things you can do while presenting is to smile. Smiling during the presentation communicates three important points: You are confident and comfortable while presenting. You are happy and grateful for the opportunity to present. That what you have to say is important and worth listening to. A smiling face communicates to people that you are a professional and intelligent person worth getting to know.271 But make sure your smile is natural and pleasant because an unnatural smile, where you show all of your teeth, not only looks creepy, it also has a tendency to scare people. Move - Don't stand there like you're a statue - move. To speak extemporaneously and maintain a confident and friendly posture you are going to have to move. You just need to move a little by taking a few steps forward or side to side. This movement will convey a comfortable and positive posture that will enhance your speaking style and increase your credibility with your audience. Also, moving out of stiffness will help reduce the nervousness you feel from speaking in public. When you stand still your body doesn't have a chance to release the nervousness. By taking a couple of steps and gesturing naturally, your body will be able to relax, allowing you to concentrate on your presentation: not your nervousness. Project Your Voice - There is a serious problem if you are presenting and your client can't hear what you are saying. Some people just naturally speak softly, while others speak softly because of nervousness. Your voice only needs to be loud enough so that everyone can hear you. You don't want to force the loudness and risk not being yourself during the presentation.272 During your practice sessions, make sure you are working on speaking loudly enough and have your team members help you recognize if your speaking volume goes too low. Gesture - A gesture is a form of nonverbal communication where parts of the body—usually the hands, shoulders, arms, head, and face-are used to communicate important messages. The Toastmasters International claim that gestures are the "most evocative form of nonverbal communication a speaker can employ" and that "no other kind of physical action can enhance your speeches in as many ways as gestures." Toastmasters' four major categories of gestures are: Descriptive Gestures - used to help the audience understand comparisons and contrasts and to visualize size, shape, movement, location, function, and number of objects. For example, if you are talking about five advertising objectives, you could raise five fingers. Emphatic Gestures - they indicate earnestness and conviction such as a clinched fist, indicating a strong feeling of conviction. Suggestive Gestures - these are gestures that symbolize ideas and emotions such as shrugging shoulders to indicate perplexity, or a frown to indicate sadness. Prompting Gestures - used to evoke a desired response from the audience such as wanting the audience to applaud, so you start the applauding yourself. Gestures can enhance your presentation when they are done right and look natural; however, when they are planned, staged, or unnatural they can lower your credibility and lower the quality of your presentation. Know Your Transition Cues - If the presentation is moving around between group members, it's important for you to know when it's your turn to speak. You have to know who is speaking right before you and what they are going to say before it's your turn to step up and take the stage. In a good presentation you may have 5-10 transitions, so you have a lot to learn. The best way to learn your transitions is to practice both individually and with your team. The client may not even recognize that your pitch team has seamless transitions, but they will definitely recognize when there are glitches in your transitions. Respect Your Time - Most presentations you give throughout your life will have a time limit. For college classroom presentations you may have 10-15 minutes and in the professional world you may have anywhere from 15-60 minutes. Presenting over the time limit is not a small problem; it's a HUGE problem. Rebecca Morgan, a Certified Speaking Professional, says that not ending when you are told to end is a sign of arrogance, that you think you are more important than the client, the audience, the schedule, and the other groups or people who will be presenting after you. In an introduction to advertising class, it is not uncommon for presentations to go 10, 15, 20 minutes over the time limit. At that pointyou go over your times limit all the audience is thinking about is "Will you please stop talking?" "We are not interested in listening to you anymore." and "We want you to be done." The teacher in the class is thinking, "Clearly this group didn't practice" and "This group doesn't care about the other groups presenting today." Many teachers and most clients will cut you off if you go over time. There aren't many things more embarrassing than that. The arrogant attitude is perfectly illustrated in an example given by Rebecca Morgan. She said, during a professional presentation one man talked about two role models in his life and he was still talking about the first one when she raised the 30-second warning sign. He was still talking when she raised the "stop" sign but he ignored her and continued to talk. Later she asked the man, "I'm curious, didn't you see my warning signs I held up?" He said, "Yes, I saw them." "Then why didn't you stop when I held up the 'stop' sign?" He answered, "Because I wasn't done." Then she said, "You were done when your time was up. By not preparing and rehearsing your talk so you could adequately cover what you wanted in the time allotted, you are disrespecting your audience. You are saying that what you have to say is more important than honoring their time." Look Great - If you want people to take you seriously, then you need to look great while you present. If the situation is casual, dress one level above your client. If they are wearing jeans and polo shirts, then you wear slacks and a button down shirt. Remember: when in doubt, wear a suit. Have Fun - You're presenting your campaign and great creative ideas, so have fun doing it. This is your time to show off, to get the client excited about your campaign, and to convince them that your agency is the best one to handle their account. This part of the campaign process should be fun and exciting. If you and your team are having fun presenting, your client will be able to tell and will more easily enjoy the presentation. You might be nervous, but with lots of practice your presentation will be perfect, making it that much more fun.

Broadcast Media

Broadcast media is the process of transmitting sounds and images electronically through television, radio, or interactive media

Online Disadvantages

Clutter In addition to all of the external distractions (e.g., household, media, other people), the Internet is filled with websites and options that can easily pull your customers' attention in different directions. Because of the large amount of advertising on the Internet consumers are beginning to see advertisements as spam. If that happens, consumers can become irritated and associate that irritation with your brand. The Ignore Factor Because of the amount of information overload on the Internet consumers have gotten in the habit of ignoring all of the ads. More than in the past, consumers are going to the Internet with a goal in mind they do not want to be distracted by unwanted advertisements. With online advertising, the consumer has the control and, therefore, can click out of popup ads, skip through video ads, and completely ignore banner ads.213 One of the best ways to get people to pay attention to your ad is to have great graphics with a relevant message—we pay attention to advertisements that have meaning to us. A second way is to advertise on pages with products or services similar to your product. For example, on a page I recently visited about baseball team practice tips, there was a banner ad for discount baseball bats—I clicked the ad and eventually bought a baseball bat from the site. Not Everyone Uses the Internet There is still a large part of the population that is not using or is not connected to the Internet. Depending on the target market, advertising on the Internet may not be an effective form of communication. Competition There are so many websites and so much competition between companies it is sometimes difficult to find the websites that attract the most customers. Because of the competition your customers may never see your ads. The good news is you can find out immediately if people are seeing your ad and, if they aren't, you can pull the ad and run it on a different page.

Radio Advertising Advantages

Communicate When the Target is Ready to Shop Radio's abilityto provide a strong listening audience is still attractive to many advertisers. Just turn on the radio you'll hear plenty of advertisements. Radio's biggest advantage, over all of the other advertising media, is its ability to communicate with the consumer while they are in their car and ready to shop. The Radio Advertising Bureau reported in 2012 that 60.4% of adults listen to the radio in the car putting them in the perfect spot for an advertising message. Local Appeal Most radio stations broadcast to a local community that wants to hear the local traffic, weather, news, and sports. Local radio personalities develop a relationship with the community by talking about local events and making personal appearances. If you want to hear about your local college's football team on your way home from work, you tune into the local sports talk radio station. Targeting There are nine different format categories on radio (Adult Contemporary, Country, Alternative, Rock, News/Talk, Oldies, Religious, Top 40, and Urban) with countless sub formats in each category.204 With every format comes a very specific type of listener who each share similar likes, attitudes, and lifestyles. There is a radio station out there for every type of listener making it easy to target the type of people in your target market. Cost Compared to other media such as television or print, radio can reach a similar audience for a much lower rate. Radio's per spot rate is one of the lowest in the industry; however, one spot is not going to get your message to your customers. Running multiple ads throughout the week or month will likely provide a better reach of the target market but that will also increase the price making radio as expensive as other media. Having said that, the biggest advantage of the cost of radio is in the production costs. Production rates are low for radio ads because many of the ads are produced right in the radio station. Speed and Flexibility Because radio can be produced quickly right in the radio station, ads can easily be changed or updated to respond to customer needs or competitors' advertising in 24 hours. Radio also offers a variety of options in terms of advertisement length (10, 15, 20, 30, or 60 second ads), type of ad (produced ads, radio personality testimonial ads, sponsorships), promotions (games, contests, sweepstakes), or remote broadcasts. Visual Imagery With a well-written and creative radio advertisement, listeners become active participants by picturing the scenarios and images in their minds. It is much like when a book is made into a movie. The book is always better because the readers use their imaginations to create the characters and scenes while they are reading the book.

Out-of-Home Ads Advantages

Compliments Other Advertising—The Outdoor Advertising Association of America (OAAA) has found that when outdoor is combined with other advertising, "it extends reach, amplifies a campaign, and drives consumers to engage with brands online and in-store." Constant Exposure—The OAAA reports that, "consumers spend more than 70% of their waking hours outside of the home, and on average, more than 18 hours per week in a vehicle. Nine out of 10 of those trips are in personal vehicles. Sixty percent of vehicle travel is dedicated to regular consumer tasks—common routines—such as shopping, commuting to work, socializing, and eating outside the home.232 To reach those masses, an outdoor sign is up 24 hours a day, 7 day a week, and 30 days a month; when the sun shines, when it rains, and even when it snows. The sign is visible in the morning when the target market goes to work, in the evening when he or she runs errands, and on the weekend when he or she is shopping or out having fun. Low CPM—Out of home advertising's CPM is on average $3.38 to $8.65 according to the OAAA. When you compare that to the average CPM for online advertising, $17.50, magazines, $21.00, and television, $21.00 to $25.00. Out of home is clearly the best deal for the money.233 Flexibility—Signs can be placed anywhere and everywhere—freeways, highways, parkways, city streets, and neighborhoods. The most effective way to use outdoor advertising is to place it near the business so consumers can see it when they are out. Fast food restaurants do this with directional signs that point customers to the store when they're hungry. A retail store might place a sign on the road that goes to the mall. Creative outdoor signs have the flexibility to do anything they want to get the consumer's attention and convey their message. Pictures, colors, larger lettering, humor, cutouts, and extensions are all used to increase the quality of the sign. Cutouts and extensions on billboards give the sign a 3D look and lets the creativity move beyond the boundaries of the sign.234 Chick-fil-a is the most popular example of extensions (the cows) being used to get attention.

Timing Strategies--Continuity, Pulsing and Flighting

Continuous A continuous timing strategy is where media dollars are scheduled at the same amount each month throughout the advertising campaign. For example, for a 12-month campaign with a $1.2 million budget, the continuous strategy would spend $100,000 each month (see Figure 1). Products that use a continuous strategy are products in a competitive category with little or no difference between products, and ones that are purchased on a regular basis (i.e., toothpaste, deodorant, peanut butter, cold cereal). Flighting A flighting strategy is where media dollars are spent in a pattern with periods of intense spending followed by periods with no spending. For example, for a 12-month campaign with a $1.2 million budget, the flighting strategy would spend $200,000 in January and February, $0 in March and April, $200,000 in May and June, $0 July and August, $200,000 in September and October, and $0 in November and December (see Figure 2). An example of a product that uses a flighting strategy would be the floral industry. The media planner may decide to concentrate advertising around the holidays when most flowers are sold (i.e., Valentine's Day, Easter, Mother's Day, Thanksgiving and Christmas). Intense advertising would be purchased in February, March, May, November, and December and zero during the other months. Pulsing A pulsing strategy is a combination of the continuous and flighting strategies. Media dollars are spent continuously throughout the advertising campaign, but during certain times of the year the spending spikes with more intense spending followed by periods of spending at the continuous level. For example, for a 12-month campaign with a $1.2 million budget, the pulsing strategy would spend $50,000 each of the 12 months, but spending would increase to $250,000 in March, June, and September (see Figure 3). One brand that advertises using a pulsing strategy is Coca-Cola. Coke has a constant advertising presence throughout the year, but during certain holidays and events they heavily increase their advertising in order to increase their presence in the market, as well as overall sales. For example Coke will go heavy on their advertising right before the Super Bowl, Memorial Day, The 4th of July, Labor Day, Thanksgiving, and Christmas because they know consumers are buying soda for parties and family gatherings.

The hook

Craig Valentine, award winning speaker and speech coach, describes how he starts a presentation: When I give a 45-minute workshop on the art of public speaking, I usually open by thanking my introducer and making a comment such as, "That was a great introduction. It was fabulous. It was...just how I wrote it!" This gets a laugh. Then I go into a self-deprecating humorous story about a terrible public speaking experience I had in which I failed miserably. Then I have the audience do a very quick 15-second activity while standing. Then they sit. After I have spoken for about 4 minutes, I ask the audience, "Have I made any points yet?" They think about it for a second and answer, "No!" "Why not?" I ask. Someone will eventually say, "You were building rapport!" "Absolutely!"262 Valentine knows the secret to public speaking success: get to know your audience, build rapport with them, and pull them into your presentation. You need to "Hook" them. If you do this successfully they will listen to what you have to say and be attentive throughout your presentation. Another way to think about the introduction to your presentation is to consider it the "Critical First 90-Seconds." You've heard the old saying, "You never get a second chance to make a first impression." Well, it is true in presentations too. Your client is going to make a decision about your and your presentation team in the first 90-sconds you are presenting. If your team comes out strong and grabs the client's attention, then you will have them for the rest of your presentation; however, if you start slow, boring, or unprepared you may lose your client's attention and you may not be able to get it back.

Types of Headlines

Direct Benefit—In a direct benefit headline the benefit is presented directly, it's not hidden or hinted to in any way. For example, in an ad for V8 Juice the headline states, "Bottom line, it's good for your heart." Indirect Benefit—This type of headline tells the reader how better off he would have been if he had used the advertised brand. For example, in an ad for Complete contact lenses it says, "If your contact lens solution doesn't lock in moisture, it isn't COMPLETE." Factual—This type of headline simply states a fact about the product that can be proven. For example, in an ad for Max Factor makeup the headline reads, "New Facefinity long wear foundation stays in place for up to 12 hours." Command—Command headlines politely tell the reader to do something. For example, in an ad for Nivea Moisture Body Spray the headline reads, "Spray yourself soft." How-To—This headline tells the consumer how to use the product and how it will solve a problem for them. For example, in an ad for Tide laundry detergent the headline states referring to Tide, "How to get your clothes really clean." News—These headlines announce a product innovation, change, or new feature that is available to the consumer. For example, "Introducing Special K Red Berries—Now with real strawberries right in the box." Puzzle/Curiosity—These headlines are intended to make the reader think about the product or situation and want to find out more by reading the rest of the ad. For example, in an ad for a drug free America encouraging parent to know what their children are doing after school, the headline states "Every day after school, my kid likes to ______." The hope is that parents will think about their own children and what they are doing after school. Questions—The question headline poses a question to the reader. To be effective the question must be though provoking enough to make the reader actually stop and think about the answer. For example, in an advertisement for poison control two bottles are pictured, one is a bottle of milk with a blue cap and the other is a bottle of bleach with a blue cap, the headline asked, "If you were two years old, could you tell the difference?" Associations—These headline use words and images to make a connection between the brand and something the consumer is familiar with—for example, in an ad for Skintimate After-Shave Gel for women the headline reads, "It's like dessert for your legs." Humor—Humorous headlines can be used because they are a great way to get attention and create a positive attitude toward the brand. But to be really effective they must be funny. If it's not funny the target market will not read the ad, and they may develop a negative attitude about the brand.

Elements of Radio Ads

Format for Radio Scripts -The radio script is written in the following format: -Typed in two columns -The left column—describes the source of sound and is written in all capital letters—for example, ANNOUNCER, SOUND EFFECT, WOMAN 1, or MAN 2. -The right column—gives the content of the message and it is written in upper and lower case placed directly across from the source. Elements of Radio Ads: Voice—the voices of the people speaking—this is the most important element because it is what makes radio different from other types of advertising. Music—radio is a musical medium—people tune in to listen to music and music in an ad can also get the target's attention, which may move them to listen to the advertising message. Sound Effects—These are the elements in the radio ad that make it seem more real.

Frequency

Frequency - The number of times an individual is exposed to an advertising message.

Radio Advertising Disadvantages

Inattention People hear the radio, they don't listen to the radio. Hearing is a passive act that doesn't require any real effort. Listening is quite a different act all together. Listening requires attention and concentration.207 When the radio is on, listeners are usually doing something else that requires their attention (e.g., driving or working) so they are only hearing the radio in the background. Because of the lack of listening and concentration, consumers do not fully receive the advertising message. Clutter Just like television, radio deals with a great amount of clutter coming from all directions. Radio advertising is mixed with music, talk, information, other advertisements, zapping, and little things like work and driving. With all these distractions, radio advertisers have a difficult time getting the attention of listener and communicating a message to them. Lack of Visuals While visual imagery is an advantage, the lack of visuals can hurt radio advertising. On the radio, the advertiser is not able to show the product or demonstrate how the product works like they can on television. Scheduling Because the morning drive and evening drive times are so valuable to radio advertisers there is a high demand for the spots during those times. This demand increases the cost of radio advertisements and can eliminate any opportunity to schedule these valuable times.208 Radio ads must also be scheduled with each individual radio station and each station has their own advertising policies, requirements, scheduling, and pricing. If you are planning to advertise on a number of stations throughout the nation or region, the scheduling of each station can become a difficult task.

Magazine Advertising Disadvantages

Long Lead Time—Magazines published on a weekly or monthly basis require long lead times because of the amount of content (stories, pictures, editorials, ads) that is required for each issue. For example, if you want to advertise in Better Homes and Gardens in January, you have to have your ad to the publisher by the first week of October. This is typical for most magazines. Clutter—Look through any magazine and you will find that it is filled with advertisements. In fact, the industry estimates 50% of a magazine's content is advertisements.224 The other 50% of the magazine—the reason readers buy the magazine—is filled with stories, facts, information, and pictures. There is so much going on, a single ad for a brand can easily get lost and may never be seen by the reader. High Cost—The fact that magazines are so tightly targeted, and are produced on high quality glossy paper with brilliant images and colors certainly is an advantage for magazines; however, these advantages come with a hefty price tag. Magazine advertisements are expensive to buy. Many brands with limited advertising budgets pass on magazines simply because it costs too much. For example, to run a full color, full-page ad, one time in Better Homes and Gardens the cost is $552,970.00. Granted, Better Homes has a subscription total of 7,615,581 but that half a million rate is more than many brands can afford.

Out-of-Home Ads Disadvantages

Low Exposure Time—The biggest problem with out of home advertising is people see it when they are on the move (walking, driving or on public transportation) and they only spend a few seconds looking at it. Selena McIntyre of OutdoorBillboard.com says that, on average, out of home signs are only viewed for seven seconds, giving the consumer very little time to process the information. Brief Message—Because people only spend a few seconds viewing out of home advertising, the message needs to be as brief as possible. How many times have you seen a billboard on the freeway that has so much on it, you can't read it all? If consumers can't read your out of home ad, then you've wasted your client's money. So, the message has to be short, simple and easy to read. Out of home signs are typically limited to three elements: a short message, an image, and a tagline. Can Be Considered Clutter—Some organizations, and even city officials, consider billboards, and out of home advertising pollution. Scenic America, a group dedicated to preserving the visual character of America, describes billboards as, "Visual pollution. Sky trash. Litter on a stick. The junk mail of the American highway."235 Some states have restrictions on billboards and others have completely banned them. Advertisers should consider the community's position on out of home ads, and problem locations, before placing signs.

Media Planning

Media planning is the process of using time and space to achieve the advertising objectives. a "series of decisions made to answer the question, 'What are the best means of delivering advertisements to prospective purchasers of my brand or service?'" Media planning is, in fact, where the actual communication with the consumer begins.

Television Systems

Network Where television programs are generated from a centralized location. The major networks include ABC, CBS, NBC, FOX, and the CW. Networks produce programs that are then aired through a group of stations called affiliates. Networks do not own the affiliates, but they have a licensed contract to air network programs. In Utah, KSL is the NBC affiliate, which means that KSL is the only station that can legally broadcast NBC programs in the State of Utah. Cable and Satellite Cable television is transmitted into homes by means of coaxial cables. Cable providers receive the television signal, which they then send out through cables to individual homes and businesses.178 Satellite television is transmitted to an orbiting satellite, which amplifies the signal and sends it back to earth where it is received through a dish attached to individual homes and businesses. -Cable and Satellite television offer a wide variety of programming including news, sports, movies, education, business, weather, home improvement, cooking, animation, and family shows. PBS The purpose of the Public Broadcasting System is to provide television programming as a public service. The stations that carry PBS programming are funded by a variety of sources including federal and state governments, grants from corporations, private donations, and "viewers like you." -The PBS mission is to "create content that educates, informs, and inspires. To do this, PBS offers programming that expands the minds of children, documentaries that open up new worlds, non commercialized news programs that keep citizens informed on world events and cultures and programs that expose America to the worlds of music, theater, dance and art."179 Some of PBS's top programs over the years have been Sesame Street, Masterpiece Theater, The Red Green Show, Antique Roadshow, Frontline, Nova, and Author. Syndication refers to content that has been purchased with the purpose of showing it on local television stations. Syndicated programs are sold on a show-by-show basis and the biggest difference between network programs and syndicated programs is that syndicated programs can be shown anytime on any channel. The most common type of syndicated program is called off-network syndication, which are reruns. Television programs that are shown in rerun are either no longer being produced (Seinfeld or Smallville) or have produced enough episodes (usually 100) to send the show into the syndicated market (Big Bang Theory, Modern Family, Family Guy, or The Simpsons). The other popular type of programming that is sold in syndicated are original shows that are produced independently and purchased by affiliates and local stations for rebroadcast. Some of the most popular syndicated programs are Judge Judy, Wheel of Fortune, Jeopardy, and The Ellen DeGeneres Show.

The Different Layout Styles

Picture Window—The most common layout used in advertising—the picture occupies the top half to two-thirds of the ad followed by the headline and then the body copy. The logo and slogan are at the bottom of the ad. All Art—The picture fills the entire ad in a full bleed with the headline and copy embedded in the picture. Panel—A layout style that contains several panels, each showing a different image to tell a story, illustrate benefits, or highlight the features of the product. Big Type—The dominant element in this type of layout style is the headline. It uses large fonts that can take up to 75—80% of the ad to get the reader's attention. Circus—A layout style that combines a number of elements including multiple illustrations, different fonts of various sizes, a variety of colors, and other creative techniques to create a busy, jumbled image that makes the ad exciting and interesting to look at. Frame—The advertising layout has a frame around the ad that separates the ad from the items around it and focuses attention of the center portion of the ad. This layout style becomes interesting when the frame is related in someway with what is going on in the ad—for example, a picture of a woman sipping a milkshake through a straw might be places inside a frame of straws. Mondrian—Inspired by Dutch painter Piet Mondrian, this format uses a combination of vertical and horizontal lines to create rectangles of various shapes and sizes where pictures and copy are placed. Silhouette—A layout style where the background of the picture is omitted and placed on a solid color background so that it appears to be floating on the page. This style is often used with classy or upscale products because it provides an elegant look. Band—This layout style is divided into two vertical bands—the two bands can be either symmetrical or asymmetrical Axial—In this layout style the elements are placed on the page in the form of a wheel or circle with an axial or hub as a center point.

Chapter 12

Sales Promotion Advertising vs. Promotions Differences & Similarities Purposes of Promotions Push Strategy Pull Strategy The different types of Sales Promotions Trade Promotions Point-of-Purchase Displays Sponsorship Event Marketing Loyalty Programs Licensing

Advertising vs. Promotions Differences and Similarities

Similarities: 1. Both advertising and sales promotions generate sales. 2. Both advertising and sales promotions are used to achieve business and marketing objectives. 3. Both advertising and sales promotions increase the number of customers. 4. Both advertising and sales promotions increase the use of the product 5. Both advertising and sales promotions build the brand image. Differences: 1. Advertising is emotional and sales promotions are rational. 2. Advertising focuses on long-term results and sales promotions focus on short-term results 3. Advertising takes time to generate sales and sales promotions generate immediate sales. 4. Advertising uses indirect and subtle methods and sales promotions are more direct. 5. Sales promotions add tangible value to the product, advertising does not.

Other Types of Copy

Subheads—Subsection headlines are used to break up large blocks of copy. Taglines—A short catchy phrase that sums up the ideas of the ad campaign and the creative concept. Slogans—A short catchy phrase that is associated with a brand—it provides a brand identity—for example, Hallmark uses, "When you care enough to send the very best" as their slogan. Body Copy—The main text of the advertisement where detailed information, including the features of the product and the call to action, are included.

Online Advantages

Targeted Because of the nature of the Internet, people are usually looking for information about topics and products that are of interest to them. This makes it easy for advertisers to match their products to websites that potential customers frequent regularly. By strategically placing your advertisements on the right websites it is possible for an online advertisement to produce 100% relevant views. TWO-WAY CONVERSATION because it is interactive by nature, online advertising allows the advertiser to have a conversation with the consumer. Easy to Track You can measure the number of clicks your ad receives and with online advertising you can also measure the amount of traffic your website receives from the ad. The ability to quickly and easily track your ads helps to understand which ads are working and which are not. Feedback With online advertising, you can ask your customers to respond immediately about the website, the products, their shopping and checkout experience. These immediate responses allow the advertiser to make any needed changes, update products, or address any problems that the customer identified. You can also see posts and comments made by your brand ambassadors, giving you the opportunity to say thank you; to let them know you appreciate the comments they made. Cost Effective Advertising online costs far less than advertising using traditional media. Another advantage with online advertising is that with a PPC, PPM, or PPA cost schedule, you only pay for what you use.

Magazine Advertising Advantages

Targeted—There are thousands of magazines published each year on every topic, for every interest, and for every hobby you can think of. Each magazine has a very specific target market that advertisers can easily match to their products. For example, in Standard Rate and Data Services (SRDS), Redbook provides the following profile of their magazine: REDBOOK magazine, a print and digital publication, is edited for every woman as she takes on new roles wife, mom, homeowner—without letting go of the unique woman she's worked so hard to become. Included are a mix of fashion and beauty coverage, get-stuff-done editorial (from money and mealtime to health and home) and features on marriage, relationships, and family.218 Also included in the profile are reader demographic data to help select the correct target. The following is included in the reader profile of Redbook: -Readers per copy: 2.75 Women, 0.37 Men -Median age: 53.2 Women, 45.2 Men -Median Household Income: $68,997 Women, $56,618 Men219 From this information, it should be simple to know that the typical reader of Redbook is a middle-aged, middle class female who fills the roles of wife, mother and homeowner. She loves being a woman and is interested in fashion, beauty, cooking, marriage, family, and relationships. If that woman matches the target market for the advertiser's product, then Redbook would be a great media buy. Long Life—Magazines typically have a life span of a week, a month, or even a year and are stored in magazine racks. During that time, the reader can go back to the magazine multiple times to read articles and look at ads. The long life span also makes it possible for the pass-along readers to read the magazine. Each time a new person reads the magazine, the reach of that magazine increases.220 Pass-Along Readers —A pass-along reader is a person who does not buy the magazine but reads it after the buyer has finished with it.221 Also included in this definition are friends who read your magazines, or those waiting for commercial services, such as patients in the waiting room at the doctor's office. Magazines keep track of the number of pass-a-long readers they get per copy. For example, Better Homes and Gardens reports 5.27 adult readers per copy and Redbook report 3.13 adult readers per copy. High Production Quality -Magazines are printed in full color, on a glossy paper giving them a high quality look that lends itself well to creative designs. The color and glossy look also make the pictures stand out with brilliant quality that grabs the reader's attention.

Headlines

The headline is the key element in print advertising—it works with visuals to communicate the creative concept—many times it is the only part of the ad that people read. David Ogilvy said, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar."

Optical Center

The optical center of an advertisement is where the viewer looks first when looking at the ad. It is little over 1/2 way up the page and it is the starting point for where the eyes travel through an ad. By placing the elements of an ad around the optical center, the designer can dictate where the eyes travel while looking at the ad.

The Television Storyboard

The storyboard is the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow. There are 8—10 frames in a storyboard for a 30 second commercial. A picture is drawn in each frame with the audio and film directions next to each frame.

Elements of TV Ads

Video—What you see in the ad—it is the most important element in a TV ad because we tend to concentrate more on what we see than what we hear. Audio—Includes the voices, music, and sound effects. Talent /Casting—Includes all of the people who are in the ad, both on and off screen—announcers, spokespeople, characters, and celebrities. Setting and Props—The setting is where the action takes place and the props are all of the elements in the ad that make the ad seem real—the product is the most important prop on the set.

Characteristics of Radio Ads

Voice—the voices of the people speaking—this is the most important element because it is what makes radio different from other types of advertising. Music—radio is a musical medium—people tune in to listen to music and music in an ad can also get the target's attention, which may move them to listen to the advertising message. Sound Effects—These are the elements in the radio ad that make it seem more real.

Pull Strategy

With a pull strategy, promotions are used to motivate consumers to seek out and request the product and either place an order or make a purchase. When a pull strategy is used the consumers become active participants in the process by "pulling" the product from the manufacturer. Examples of a pull strategy include advertising (e.g., television commercials, online ads, magazine ads, billboards), sales promotions (e.g., price deals, coupons, samples), and web pages. These promotions are used to pique the interest of the consumer so they will go to the store and seek out the product. An example of a company that uses a pull strategy is PersonalizatinMall.com. They place banner ads on home decoration and crafting sites with the intention of piquing interest in their products. On their website they offer a number of items such as mugs, cups, kitchenware, and clothing that can be personalized and used in the home or given as gifts. Their pull strategy involves displaying the items on their web page to encourage a purchase, but they do not make the product until the consumer actively places an order.

Push Strategy

With a push strategy, the marketer attempts to take their products to the consumer, or product information is "pushed" toward the consumers. The term push referrers to all of the work the marketer has to go through to get their product in the consumers' hands. Examples of a push strategy include setting up POP displays in retail stores that encourage consumers to buy a product, negotiations with the retail stores to carry the product and to provide shelf space, or to offer special incentives to retailers to sell the product. The Lays company employs a push strategy to get their chips in the hands of the consumers. Lays will actively negotiate with retailers to get the best possible shelf and aisle space in the store, they provide retailers with POPs to display their chips and draw consumers' attention, and they reimburse retailers for advertising that highlights their chips.

Advertising Plan

a guide or blueprint of the advertising campaign. o Targeting the audience o Campaign strategy o Creative strategy o Media and promotions strategy

The different types of Sales Promotions

discounts, coupons, samples, sweepstakes, contests, games, and premiums.

Radio Ad Length

o 10, 20, 30 or 60 seconds o Most popular is 60 seconds, 90 words in a 30 second spot

Strategy

o Most important part of the advertising campaign o Foundation on which every aspect of the campaign is built o Cannot be weak and predictable o Include consumer and brand insights From the book: "I believe this is the most important part of the advertising campaign. The strategy is the foundation on which every other aspect of the campaign is built. A weak, dull, and predictable strategy will produce weak and uninspiring advertising that will not sell products. However, a strategy that is well thought out and based on flawless research that produces quality insights will produce exciting, fun, and interesting advertising that will change perceptions, moving people to buy. Another reason why the strategy must not be written in a stiff and predictable way is that it must inspire the creative to their best possible work. Bad strategies make bad advertisements—Great strategies make great advertisements."

Evaluation

o Overall effectiveness of the campaign o Related directly to the advertising objectives o Key Performance Indicators

Sales Promotion

o Promotional mix - public relations, promotions, personal selling

Writing Effective Copy

o Record yourself talking o Use contractions o Write in short sentences o It's OK to start sentences with an "and" or "but" o It's OK to end sentences with prepositions o Use common words o Incorporate slang o Ask questions o Write in an active voice o Use examples, similes, and metaphors o Write like you are telling a story to a friend o Speak to the read in first/second person o Write to your target market o Don't go overboard o Read everything out loud and hear how it sounds

ROI

o Relevance - directly related to the advertising strategy o Original - one of a kind, fresh, unexpected and unusual o Impact - attention grabbing, stimulate, and influence the audience From the Book: Relevance—This is directly related to the advertising strategy. Does the creative idea address the consumer insight and brand insight? For something to be relevant to the target market it has to be important to them or make a connection with them. Original—Creative advertising is one of a kind, fresh, unexpected and unusual. It's not the same old that that has been a hundred times before. Impact—An advertisement should grab attention, stimulate, and influence the audience. Creative ads shake people, make them take notice and motivate them to move. Ads with impact are more than just ads, they change people and they change the way we think about brands.

Creative Roles

o Try new things, risk failure o Can find order in chaos o Like to play and have fun o Curious, independent, uninhibited, assertive, self-disciplined

Purpose of Headlines

o Works with visuals to communicate the creative concept o Only part of the ad people read o Key Element in print

Advertising Plans Book

will describe in detail the research that was conducted (both primary and secondary), the advertising objectives, a complete target market analysis and competitor analysis, the insights found, the campaign strategy, the creative strategy and creative executions, any promotions planned, a media plan, and a campaign evaluation plan.

Sales Promotion

"marketing activity that adds to the basic value of the product or service for a limited period of time and directly stimulates purchasing by the target audience."

CPM

(Cost Per Thousand) - CPM calculates the cost of a particular medium to deliver the advertising message to 1,000 people or homes. Because each form of media is priced and purchased differently, CPM gives the media professional a way to compare prices between media. CPM is calculated as follows: Cost of the Ad/Impressions x 1,000

Types of Alternative Media

Movie Theaters—The Motion Picture Association of America reported that 68% (227.8 million people) of the United States and Canadian population went to the movie theater at least once in 2013.236 Advertising in movie theaters is an effective way to present a message to a large captive audience in a variety of demographic categories. There are two different types of on-screen cinema advertisements: On-Screen Commercials—These are the live action advertisements that are run during the preshow program. They appear once the lights are turned down and prior to the feature film presentation. On-screen ads vary in length between 30 seconds to 120 seconds. On-Screen Slides—These are the advertising slides that are shown on the screen before the start of the movie. The slides are normally shown before the lights are lowered while people are taking their seats and waiting for the movie to start. Most on-screen slides include a variety of content in addition to the advertisements such as trivia questions and movie facts. On-screen slides appear on the screen between 10-15 seconds.237 In addition to these on-screen advertisements, the cinema provides other types of advertising such as popcorn buckets, soda cups, posters, stand up displays, flyers, and handouts. Product Placement—Product placement is the promotion of a brand or product within a television show or movie, rather than appearing on a traditional advertisement.238 When a brand or product is used on a television show or a movie, the company has usually paid to have their brand appear. Point of Purchase (POP)—POP advertising utilizes displays that are designed to grab the shopper's attention while they are shopping. There are various types of point-of-purchase displays, including window displays, floor stands, counter displays, shopping cart signs, banners, display bins, and display cases. Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer's merchandise.239 Everything Else—And then there is everything else: cup jackets, shopping malls, door-hangers, elevator advertising, gas pump and gas station advertising, aerial advertising, golf course advertising, parking garage advertising, truck stop advertising, taxi cab advertising, resort marketing, restroom advertising, ski lodge advertising, stadium and arena advertising, and the list goes on and on.

Rating Points

The GRPs are the sum of all rating points in a media schedule. If show A receives a 5 rating, show B receives a 7 rating, and show C receives a 9 rating, the GRP would be 21.

Creative Strategy

o The logic behind the message o Driven by marketing and advertising objectives and all strategic decisions o It's an umbrella theme of the ads o It's the "How to" statement from your strategy statement o The articulation of the strategy From the Book: "the creative strategy or creative concept is the overlying theme the creative executions will take throughout the campaign and "the foundation of the message you want to get across to the target market."157 It directs the creative and describes how the campaign strategy will be brought to life. Also known as the "Big Idea," the creative strategy can be thought of as an umbrella theme for the advertisements that implements the campaign strategy and makes the advertising message attention getting, distinctive, and memorable."

Aperture

the ideal time when a potential customer is the most susceptible to receiving an advertising message.

Executive Summary

-A short summary of the advertising campaign. It includes a summary of the target market, advertising strategy, creative strategy, promotions and IMC, and Media Plan. Written very last. -Short summary of the advertising campaign -Gives the client an abbreviated look at the campaign without having to read the entire book From the book: "The Executive Summary is a short summary of the advertising campaign. It includes a summary of the target market, advertising strategy, creative strategy, promotions and IMC, and media plan. The purpose of the executive summary is to give the client an abbreviated look at the campaign without having to read the entire book. The goal is to write this portion in such a way that the client knows everything that will be presented in the plans book. Because this is a summary of the campaign it will be written last."

Wizard of Ozing

Remember the scene in The Wizard of Oz when Dorothy, Toto, the Scarecrow, the Tin Man and Cowardly Lion enter the Emerald Palace in the Emerald City. When they walk into the palace they see this gigantic, overpowering figure spewing fire and smoke; speaking in a voice that shakes the entire palace. To our group of heroes the Wizard is an intimidating, larger than life figure that rules the world with his strength and power. Later we find out that the Wizard is actually a projected image enhanced with special effects, controlled by a man behind a curtain pulling knobs and pushing buttons. Eventually, the audience learns that the image of the Wizard the people feared in the Emerald City is much greater than the man behind the curtain. Now, I'm not suggesting that you lie or become something you're not during your presentation. But, just because you're a group of 3-5 students in an advertising class doesn't mean you have to present like you are students in an advertising class. There's no reason why you can't be the Wizard instead of the man behind the curtain. You can present like you're 3-5 advertising professionals, working for a real advertising agency, pitching to a real client. Come in strong and present with confidence. Another way you can Wizard of Oz your audience is to have great looking, professional slides that look as if a professional prepared them. If you use additional presentation materials- like posters, displays, or props- make sure they are of the highest quality and look amazing. Wizard of Oz the way your group looks as well. Don't look like students who are going to class. Look like you are advertising professionals going into a real client pitch. Wear business suits and ties and even color coordinate - it looks great and is a little thing that really impresses the client. The last piece of advice to Wizard of Oz your audience is this; never ever leave anything to chance. Prepare for everything. If you want your audience to come to a certain conclusion then lead them by the hand so they will have no choice but to come to your desired conclusion. Don't leave it up to them to come to that conclusion, because most of the time it won't happen and you end up looking foolish. I've seen presenters, a number of times, decide to ask the audience a question hoping for a specific answer and that answer isn't given. The group is left standing there, not knowing what to do; then they scramble, trying to figure out how to get the answer they want. Never leave anything to chance, and never leave anything up to the audience.

Television Advertising Advantages

Sight, Sound, and Motion The mixing of sight, sound and motion is unique to television advertising (online and video advertising has adopted television commercials for use on the Internet). It is this mix that makes television advertising so interesting, entertaining and memorable. Emotion With sight, sound, and motion comes the ability to stimulate the brain and engage the viewer to create an emotional connection with the product. Research has found that "an engaged viewer is more likely to have a positive emotional association with a brand and is more likely to consider purchasing it in the future."182 At its most basic form television commercials are meant to tell us what to think about a product, but when emotion is used commercials can also tell people how to feel about the product.183 For example, many television commercials use music because of its ability to create emotions in the audience and those emotions can be connected to the product.184 Formats and Targeting -Television provides something for every lifestyle, every personality, and every interest. On average, Americans receive 189 network and cable television stations broadcasting 79 different genres from reality shows and dramas, to animation and talk shows and everything in between.185 The networks provide a more general type of programming to attract a larger, more diverse audience. Cable, on the over hand, is much more specific in topic, content, and target audience. Most cable networks start with a very specific target audience in mind and then build programming around the interests of that audience. Creativity Advertisers can do anything with television advertising, and they can be as creative as they want to be. Stephan Vogel, Ogilvy & Mather Germany's chief creative officer said, "Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community...faster."186 Demonstration Unlike other advertising media, television's unique characteristics let the advertiser show the product being used. The advertising can actually demonstrate the benefits of the product; show how the product works, and how the product can fit into the target market's life.

Sponsorship

event sponsorship may build support from the trade and from employees, which will increase the overall success of the event. Finally, creating and managing an event is simple when compared to other marketing efforts.

Creative Plan

o Creative strategy - "big idea" o Tone and manner of advertisements - description of the style, attitude, look and feel of the advertisements o Creative executions - examples of the creative, the more the better

Creative Thinking

o Free Association - think of a word (brand, product, target market) and then say what comes to mind o Brainstorming - group activity that involves coming up with as many ideas and thoughts as you possibly can about the brand, product, and strategy From the Book: "A way of looking at problems or situations from a fresh perspective that suggests unorthodox solutions (which may look unsettling at first)."

Big Idea

o Makes the message distinctive and memorable o David Oglivy said you will recognize a Big Idea if you ask 5 questions 1. Did it make me gasp when I first saw it? 2. Do I wish I had thought of it myself? 3. Is it unique? 4. Does it fit the strategy to perfection? 5. Could it be used for 30 years? 6. Will it transfer to other media with ease?