Advertising

1. newspapers

"backbone of retail advertising" used heavily by local businesses seeking general audiences tangible, so can be looked at multiple times (unlike broadcasted ads) ads are more seriously considered in newspapers (since newspaper readers tend to be more educated, older, wealthier than typical broadcast audience member) Downsides: 1. young people don't read the paper - many advertisers looking for young audience 2. ads don't look as nice - place inserts: color, slick paper; but many people throw inserts away.

2. magazines

#1 characteristic of magazines = *specialization* - perfect place for advertisers looking for narrowly defined target audience EX: company selling clothes likely to put ad in Vogue magazine - regional runs of magazines for even more specialization: - selective editing (having ads go to certain zip codes and not to others). also have longer shelf lives than newspapers (weeks v. months) magazines are shared more often and more people can potentially see your ads have nicer paper: slick, splashy graphics Downside - Takes longer lead time - need to reserve ad space months ahead.

product placement

#1 way of integrating ads - when product is used by cast member. EX: modern family and apple

DIFFERENT MEDIA OF ADVERTISING

1. newspapers 2. magazines 3. radio 4. TV 5. Internet

infomercials

20-30 min long ads on TV program-linked commercial like "as seen on TV" ads older, not so common anymore (except maybe late night) but generates a ton of money - products mostly bought by women over 40.

avg length of a TV ad

30 sec. TV experiments with diff times. EX: 15 sec ads that show one part in one spot and another part in another spot.

6. star

By power of association, people will buy your product, linking you with celeb. EX: Ellen DeGeneres and CoverGirl

2. *intergrating ads* within programs/ entertainment content

EX: Modern Family depicted family communicating through their Apple devices

8. music

Hip music traditionally used by ads Before, traditional, classic rock songs were mainly used. EX: Bob Segar's Like a Rock used in Chevy ads Decade ago, companies started using current songs rather than old classics. Especially songs from up-n-coming, unknown artists. Didn't have to pay big fees if they used hit songs EX: Microsoft had to pay Rolling Stones $4 million to use their song on an ad. Artists use commercials as an opportunity to get more people to listen to their music - sometimes reach out to companies to have them user their song.

scatter plan

Now, most common advertising format on network TV using *spot advertising* spot = a commercial Network will scatter ads over multiple shows. Network decides when/ where to put them. W/ exception of Superbowl + Academy Awards, ads aren't sold on a show-by-show basis.

counter-ads

PSA - free space allocated to groups to give another POV on issues FCC deems of public importance. EX: FCC mandated that 1 PSA (counter-ad) be run for every 3 cigarette ads. effective: for 1st time in US history rate of cigarette smoking went down.

FCC - Federal Communications Commission

When FCC deals w/ issues of public importance, they can force broadcasters to run *counter-ads* - means broadcasting centers must make space available to run counter ads.

7. competitive ads

ads in which companies take out on each other, showing that their product = better. Sometimes explicitly naming competitor. Alludes or explicilty mentions other company, then how they're better EX: Coke v. Pepsi

Regulation for Advertising

ads regulated by gov't - mainly by FTC

Superbowl

biggest audience for advertisements, most powerful ad venue. Most expensive ads - 30 secs = $500 mil. Powerful ads b/c people want to watch them Since 1984 commercials audiences expect superior commercials from Superbowl. People stay for the ads. Internet has expanded the reach of SB ads, companies release their teaser vids for their SB ads People go on social networks and talk abut them.

native ads

an article that looks like regular article but it's actually an ad. Fighting the growing tendency of people to avoid ads.

advertisers have started using new, cutting-edge tech to get people to watch their ads.

as people increasingly avoid ads/ skip over them with new tech (DVR, satellite, streaming), advertisers have implemented new techniques to combat this: 1. decreasing ad space - making ads shorter 2. *intergrating ads* within programs/ entertainment content 3. semi-integrated ads: *TV-in-context* ads 4. virtual ads

Strategies of Advertising

classic strategies, apply to different media. 1. rational appeal 2. status 3. testimonials 4. simple repetition 5. fear 6. star 7. competitive ads 8. music

advertising

commercials = expensive to produce, but work provides for more than half the costs of newspapers + mags. ads started aiming @ national audiences in nationally distributed magazines, which were 1st national medium.

cross-promotional campaigns

companies team up together to promote their products jointly EX: Taylor Swift and Coke commercials - playing her music in background + her sipping a Coke

4. virtual ads

digitally embedding an ad within context used during sporting events: EX: You're watching a tennis match with boards surrounding court, which flip from 1 ad to another (digitally done)

institutional advertising

doesn't seek immediate sale of a product, but to develop an image that the company is humanitarian - promote their goodwill. - demonstrate their philanthropic efforts EX: Kellogg's Frosted Flakes advertised thier project to build children's playgrounds Gives ppl impression that the company is committed to goodwill and that they're good b/c they didn't try to sell audience anything, they're just doing good for the world.

sponsored advertising

earlier days of TV, ads were sponsored - 1 advertiser/ company will buy all ad space on a show. Will totally sponsor a show EX: Texaco sponsored the Milton Berle Show, Texaco ads were only ads that played before/during/after show. sponsorship still exists, but not as common.

brand names

important, paying attention to the name of your brand can attract people. PROBLEM: If your brand name becomes too well known, it becomes generic for a product, and you lose your rights to that name EX: Kleenex.

1. decreasing ad space

making ads shorter.

5. fear

making people afraid that unless they buy this product, they won't be accepted/ loved/ young and healthy EX: Altoid commercial depicts fear-inducing scenario of having bad breath when kissing girl. Without Altoids, you'll be single!

self-regulation

most ads are self-regulated. EX: LA Times had ads for strip clubs, at one point decided to take it down bc felt like it caused public distate. Government didn't even intervene to tell them to do so, they decided themselves.

railroads

national advertising really took hold with new transportation tech in mid-19th century - spawned networks of mass distribution for good. - magazines became delivered by train (transporting ads to other locations)

buzz

paying people to promote ad for you to talk up a product - form of word-of-mouth advertising, usually done by an influential figure EX: You should try Ciroc, it's the best I've ever had - paid by Ciroc to say that.

4. television

primary medium for ads gets more ad revenue than any other medium touches on more of senses - audio + visual, thus most effective. TV business = to deliver viewers to advertisers Focuses on *18-49* year old demographic *baby boomers* changes this equation (born btwn 1945-1964). Advertisers focus on them as well - too big and rich of a group to ignore - they have most of country's wealth - diff from how their parents were - more willing to do new things (travel, dine out), thus not as loyal to products.

branding

process of creating a clear ID of your product in consumer's mind. Distinguishing your product from others, especially that of a rival brand (even if there aren't actually diffs between your product and that of your rival brand's)

2. status

product can bring prestige + glamour EX: Bentley ads, makes it seem like owning a Bentley will lead you to flex on all men, look sexy cool and young

There are many venues for advertising

product placement - shown in some form of entertainment (in movies, TV) - direct mail/ junk mail - ads on billboards, benches, written up in sky - ads on movie screens, pre-show PT: There's nowhere you can go to not see ads

FTC - Federal Trade Commission

protects copyrighted ideas, trademarks, punishes false ads (cease-and-desist order + fining) If advertisers falsely advertise they can be fined or serve jail time. FTC can also force you to run *corrective ads*. If you've been found guilty, they force you to apologize and inform how you misled the public. Basically ad saying: We lied to you, here's the correct info, we're sorry EX: Ocean's Spray corrective ad: admitted that by higher energy they meant more calories

4. simple repetition

repeating names of product used a lot on radio EX: Ovation Cell Therapy

3. testimonials

tales of use of a product EX: Think: Vanessa Bryant's Tostitos commercial: I love Tostitios they feed my hungry boys during the game! Or Tide commerical: Mom thanks Tide for cleaning her son's messy shorts.

3. semi-integrated ads: TV in context ads

ties ads to the context of the shows in which they appear - pairing commercials with relevant scenes in shows, spot (commercial) is tied to content EX: Jason Bourne gets in car crash, commercial right after that scene = AllState car insurance ad (Get car insurance!)

18-49 year old demographic

typically, advertisers heavily focus on this demographic to sell their products to: - young enough so that they haven't est'd brand loyalty some of TV's biggest advertisers have products aimed @ younger people - another reason of focus on younger people is that you're around longer, can buy more things - more likely to be part of a family, and thus will spread product info to other members. - ideal for most advertisements would be a woman of 25-35, w/ kids, married, buying for fam (since woman does most of buying), wealthy.

3. radio

with narrow casting you can identify target audiences easily: has narrow formats to reach a target audience EX: Put ad on station that has urban contemporary format for young black target audience (hip hop station) radio ads can be bought on short notice comparatively cheaper repetition of ads to drive home the mssage Downsides: if visuals are crucial for your product, radio isn't for you most people don't listen to radio ads good for jingles tends to be used as a supplementary medium (local audiences who are exposed to TV ads can be supplemented with radio ads).

TV ads especially interesting to *national advertisers*

you can reach whole country in 1 swoop

1. rational appeal

you talk about your product's advantages + disadvantages