MK4300 - Advertising - CHP. 1
MK4300 - Advertising - CHP. 1 MK 4300
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This 7 page Class Notes was uploaded by Mariah Law on Wednesday August 31, 2016. The Class Notes belongs to MK 4300 at Georgia State University taught by Thornton in Fall 2016. Since its upload, it has received 123 views. For similar materials see Advertising in Marketing at Georgia State University.
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Date Created: 08/31/16
MK 4300 – Advertising CHP. 1 : Advertising Half of these notes are of my own note taking and he bottom half will be notes I took in-class. I hope these help! Advertising – paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with a target audience, provide information about their product and interpret the product features in terms of the customer's needs and wants Advertising's basic functions : Identification – advertising identifies a product and where it's sold Information – provides information about a product Persuasion – may persuade people to buy things Key components of advertising: Strategy Message Media Evaluation Common types of advertising : Brand advertising – most visible type of advertising Retail (local) advertising – focus on store traffic Direct-response advertising – tries to stimulate an immediate response by the customer (email, mail, telephone) B2B advertising Institutional (corporate) advertising – establishing a corporate identity, or winning the public over to the organizations POV Nonprofit advertising Public service advertising Marketing communication (marcom) - a term that refers to the different types of promotional tools and communication efforts about a brand that appear in different forms of media Roles advertising performs Both in communication and marketing The functioning of the economy & society "Advertising creates cost efficiencies by increasing demand among large groups of people resulting in higher levels of sales and ultimately, lower prices." Most Greatest Commercial Ever Made : 1984 Apple superbowl commercial, selling Macintosh How did the practice evolve? The early age of print – looked like classified advertising that we see today; handbills, newspaper, posters The early age of agencies – first ad agency started by Volney Palmer in 1864, "salemanship in print driven by a reason why", purpose during this time was to create demand and give their new brands a visual identity The scientific era – early 1900s - mid, more into how advertising works and how to better target the message, thought this could be possible by mixing science and art, the founding or research organizations, targeting was born, better identify the audience, the practice of status appeal to persuade people to imitate the habits of the wealthy Product differentiation - how it differs from competition Market segmentation – identifying groups who would buy this product Positioning – carving out a unique spot in people's minds for the brand relative to its competition The creative era - 1960s, 70s, characters who represent American value (jolly green giant, tony the tiger), creative concepts, focusing on feelings and emotions, art of persuasion The era of accountability and integration – 1970s, focus was effectiveness, research, testing and measurement for increased sales, need to accountability, social responsibility, when integrated marketing communications became important The social media era – 2000s, online advertising world, interactive, brands communicate with buyers via social media The Advertising World Who are the key players? The advertiser, the agency, the media, suppliers who provide expertise *"Advertising is most cost efficient when it uses mass media to reach large numbers of prospective consumers." Types of Agencies Full service agencies In-House agencies Specialized agencies Agency Networks and Holding companies How are Agency Jobs Organized? Account manager Account planning and research Creative development and production Media research, planning and buying Internal operations How is the practice changing? Consumer in Charge – originally started by career builder to save money by using in-house. Consumer-generated advertising. Blurring lines and converging media – so many different forms of media, newspaper not as much in the game plans anymore, Accountability and effectiveness __________________________________________________________________ Now these notes will be in-class notes [MK 4300 – Advertising – Aug 24, 2016] CLASS NOTES A paid form of non-personal comm. Of a org, prod, serve, or idea by an identified sponsor. Non-personal – mass media Mass media – magazine, radio Identified – strong brand identification (most import.) Brand front and center, brand loyalty, who are you? Coke, "got milk?", SunTrust, support a candidate, MADD HISTORY LESSON Picture of a cave man 1. PRE MARKETING ERA Marketing yet to exist Primitive communication - not mass media, but did have media Word of mouth, writing, wall or dirt as medium Focus on "information" Price gouging, price discrimination based on means, personal bias 2. MASS COMMUNICATION ERA 1870-1940 Major developments Transportation, popular growth, inventions and production Shift of message transportation ; newspaper, radio Became more widespread, travelled farther and faster Boom in technology, telegraph and telephone Birth of retailing, let to standardization in pricing What changed in pricing? Information more available MAJOR EVENTS WW1/Social Actions 1900s "back the attack", buy bonds now. Wanting to sell. support for the war. Social action. Great Depression 1930s Picture : crowded line of men, well dressed, waiting for food There are since provisions : unemployment, FDIC Marketing : low cost, price comparison grocery ads (now, a a year ago and change of price), time to buy if you had Disposable income WWII/Public Service 1940s Trying to get the woman and children more involved, volunteer Cereal box top campaigns, war donations What was missing in the advertising industry during the early years of the century? No choice, no variety, assumption that you would buy it Marketing Research was missing, it was a production focused mind set Research to see what consumers wanted was missing Second big thing that was missing, regulation (government) was not enforced. Marketers were not held accountable Picture : vintage ad : YouthGlo facial clay. $1.00 for product, sent in. If that was untrue, there was no recourse RESEARCH ERA Identifying target audiences with specialized messages Marketing was born when : the research era. 1950s Marketing is still in its infancy 1950s - "me too generation" Consumption goes up, keeping up with the Jone's TVS, traveling, cars 1960s/70s - dominated by television Present brand before you could ever before, "sight, sound and motion" Media buyer – easier job, 3 stations (ABC, NBC, CBS) 1980s – audience fragmentation Fragment : to break, to shatter "Controlled TV audience pie" : people started to leave this pie to cable TV Original cable stations : more options, more specialization, more targeted Content. Attraction to the advertiser, target audience/specialization. 1990s – individualism New technology – computer (email, internet), databases. EX: personalization. 2000s – present : Social communities ROLES OF ADVERTISING MARKETING COMMUNTICATION ECONOMIC Does advertising promote competition or discourage it? Price-matching b/c of competition How does advertising affect the total demand for a product category? Does advertising make more consumer choices available or less? Does advertising raise or lower prices? Brand equity (higher). Does advertising affect the value of products? SOCIETAL 3 COMPONENTS OF A GOOD AD Strategy Creativity Execution Picture: Iceberg (execution shown "what we see", creativity in the middle, strategy at the deepest part in water). We will focus at the bottom of the iceberg. _______________________________________________________________ First Day Notes – Important Dates [MK4300 - Advertising-Thornton-Aug. 22] First day Handouts : Bonus Assignment, syllabus, creative execution IMPORTANT DATES: 8/31 - list of team members due 9/12 - social issues assignment due 9/21 - exam 1 9/28 - team meetings 10/5 - creative worksheet (initial draft) due 10/10, 12 or 17 – group feedback with professor 10/19 - team meetings 10/24 - exam 2 11/16 - team meetings 11/30 - case analysis due 12/5 - exam 3 12/7 - final creative executions and creative worksheet due 12pm BONUS ASSIGNMENT GROUP PROJECT 5 people Ad for bringing American travelers back to Europe (airline, hotel, specific city) Book : Sandra Moriarity, Nancy Mitchell and William Wells, Advertising & IMC : Principle and th Practices 10 E ISBN – 13:978-0-13-350668-4 Pearson 2015 Notes are more heavily weighted in exams, but book is highly recommended -
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