Test #1, Steve Shaner, Advertising

Societal Role

*Informs us about new and improved products*, teaches us how to use these innovations, etc.

Interactive Advertising

*it uses online or offline interactive media to communicate with consumer* and to promote products, brands, series, and public service announcement, corporate or political groups.

2. The Advertising Agency (Ad Game)

*plans and implements* part or all of the advertising efforts

4 Functions of an Advertising Agency

1. Account Management 2. Creative Team 3. Researchers 4. Media Planners

5 Players in the advertising game

1. Advertiser: the individual or organization that usually initiates the advertising process 2. The Advertising Agency: plans and implements part or all of the advertising efforts 3. The Vendors: a group of service organizations that assist advertisers, advertising agencies, and the media, i.e. freelance copywriters, graphic artists, photographers, etc. 4. The Media: the channels of communication that carry the messages from the advertiser to the audience, i.e. television, magazines, radio, etc. 5. The Target Audience: may be the purchaser or the consumer of the product, or both. May need to design different ads for each group

What are the 7 disciplines of IMC?

1. Advertising 2. Public Relations 3. Direct Marketing 4. Internet or E-Commerce 5. Sales 6. Promotion 7. Event Management (Trade Show Management)

Advertising Trends (Textbook Links)

1. Digital Convergence 2. Audience Tracking 3. Ad Skipping and Blocking 4. Changing Media Choices

4 Current Roles of Advertising

1. Marketing Role: Marketing is the process a business uses to satisfy consumer needs and wants through goods and services. 2. Communication Role: Advertising is a form of mass communication 3. Economic Role: Two main views about advertising either the market power model or the economics of information theory 4. Societal Role: Informs us about new and improved products, teaches us how to use these innovations, etc.

Types of Advertising (Textbook Links)

1. Product-Oriented Advertising: promotion of a specific good, service or idea 2. Image Advertising: enhance an organization's perceived importance to a target market 3. Advocacy Advertising: Organizations also use advertising to send a message intended to influence a targeted audience 4. Public Service Advertising:not-for-profit organizations are permitted to run advertisements through certain media outlets free-of-charge if the message contained in the ad concerns an issue viewed as for the "greater good" of society

3 Basic Functions of Advertising

1. Provide Product and Brand Info 2. Provide Incentives to take action 3. Provide Reminders and Reinforcement

Direct Response Advertising

A form of marketing designed to solicit a direct response which is *specific and quantifiable*. The delivery of the response is direct between the viewer and the advertiser, that is, *the customer responds to the marketer directly*.

Business to Business Advertising

Advertising intended to *communicate among businesses, as opposed to consumer advertising*. Directed at business people or companies who buy products for their business.

Communication Role

Advertising is a form of mass communication

Directory Advertising

Advertising that *appears in a specialized directory* classified according to some purpose.

Political Advertising

Advertising whose central focus is the marketing of ideas, attitudes, and concerns about public issues, including political concepts and political candidates. The Essential task of political advertising is to gain the confidence of the people for their acceptance of ideas and, in the case of political campaign advertising, to influence their votes.

Institutional Advertising

Advertising whose purpose is to promote the image of a corporation rather than the sale of a product or service. *Used to create public awareness of a corporation or to improve its reputation in the marketplace*.

What does IMC stand for?

Integrated Marketing Communications

The FIRST Super Bowl game

Jan. 15, 1967

Marketing Role

Marketing is the process a business uses to satisfy consumer needs and wants through goods and services.

Advocacy Advertising

Organizations also use advertising to send a message intended to influence a targeted audience

Advertising

Paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience

How does the Super Bowl identify each game?

Roman Numerals

The most frequently watched American television broadcast of the year

Super Bowl at 115 million viewers

Economic Role

Two main views about advertising either the market power model or the economics of information theory

Retail or Local Advertising

Used for smaller businesses/companies that *do not sell over the Internet* and therefore *do not have a global marketplace* in which to sell.

3. The Vendors (Ad Game)

a group of *service organizations that assist advertisers, advertising agencies, and the media*, i.e. freelance copywriters, graphic artists, photographers, etc.

Brand Advertising

advertising with a *strong emphasis on the company brand* (logo and/or company name) also known as integrated marketing communications (IMC)

Image Advertising

enhance an organization's perceived importance to a target market

User generated/controlled aspects

example of: interactive youtube channel functions, Internet motives and mode are the main factors of user controlled aspects.

Elements of Interactive Advertising

internet as the main medium for Interactive advertising to study the methods, types and outcomes, we can then sound out the different user or advertiser controlled aspects

Advertiser controlled aspects

internet aspects that are *under the control of the advertiser*

5. The Target Audience (Ad Game)

may be the *purchaser or the consumer* of the product, or both. May need to design different ads for each group

Public Service Advertising:

not-for-profit organizations are permitted to run advertisements through certain media outlets free-of-charge if the message contained in the ad concerns an issue viewed as for the "greater good" of society

Product-Oriented Advertising

promotion of a specific good, service or idea

Public Service Advertising

public service advertising is a type of advertisement* featured on TV, radio, print or other media*. Where the objective of a standard ad is to market a product, a PSA is *intended to benefit the public interest, by raising awareness of an issue*, affecting public attitudes, and potentially stimulating action

Super Bowl definition

the annual championship game of NFL and highest level of professional American football in the USA.

4. The Media (Ad Game)

the channels of communication that *carry the messages* from the advertiser to the audience, i.e. television, magazines, radio, etc.

1. Advertiser (Ad Game)

the individual or organization that usually *initiates the advertising process*

Interactive Advertising Objectives

to sell a product potential to *decrease the losses associated with poorly coordinated advertising*, to reduce the difficulties commonly encountered in clearly communicating an ad message and to help overcome new product hurdles, such as consumer rejection