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by: Karen.dang9

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all notes until sept 22
Principles of Advertising & Public Relations
Sheri Broyles
Class Notes
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This 10 page Class Notes was uploaded by Karen.dang9 on Tuesday October 4, 2016. The Class Notes belongs to JOUR 2000 at University of North Texas taught by Sheri Broyles in Fall 2016. Since its upload, it has received 3 views. For similar materials see Principles of Advertising & Public Relations in Advertising/Public Relations at University of North Texas.

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Date Created: 10/04/16
Advertising 09/06/2016 ▯ HISTORY of ADVERTSING ▯ Some name:  Bill Bernbach  Paul Rand – logo designer (abc, IBM, UPS, Ford) ▯ Words + Images:  This was a very big deal  This was the Creative Revolution ▯ Evolution = Revolution:  The printing press  This was a very big idea ▯ American economic system:  Supply and demand  Access to information  Caveat emptor (buyer beware)  Reasonable behavior ▯ Critical mass for modern advertising:  Mass-produced goods  Mass communication  Mass distribution  Mass education ▯ Media and advertising  Newspaper  Magazine (national medium) (J. Walter Thompson)  Radio (1922 became popular in 1930) (first free medium)  Television (became big in the age of baby boom)  Internet ▯ Some names:  Rosser Reeves o Unique selling proposition – one idea in the ad  Bill Bernbach o Copy writer (team with Paul Rand – logo designer) o The “new” advertising (Volkswagen)  Leo Burnett Inherent drama / characters (Jolly Green Giant, Tony the Tiger- frosted flaks, Marboro man  David Ogilvy o Image and science  Mary Wells Lawrence BRAND YOU PAPER ▯ APA style ▯ Pg. 3 syllabus ▯ ▯ Types of agencies  Independent agencies  National agencies  Regional and local agencies  Specialized or niche  Digital agencies  Creative boutiques  In-house agencies ▯ ▯ In-house Agencies  Advantages o Familiarity o Specialization o Fast service o Cost savings o Confidentiality  Disadvantages o Less objective o Fewer resources o Ideas not as fresh o Extra costs / overhead ▯ Two primary roles of agencies 1. Idea generation 2. Brand building aka brand stewardship ▯ ▯ Brand building  More than just advertising  IMC o Advertising o Public relation o Direct response o Sales promotion o New media o Personal selling ▯ ▯ What advertising agencies do  Complete a marketing analysis o SWOT – strings weaknesses opportunities threats  Develop an advertising plan (budget, timeline, evaluate)  Integrate other MarComm  Prepare a creative strategy (what’s the benefit to the audience)  Create the advertising executions  Develop / implement media plan  Handle billing and payments ▯ ▯ Full-service agency functions  Account management  Media planning and buying  Research / Account planning  Creative ▯ Account management  The liaison between agency and client  Need to understand client’s business  And the client’s marketing needs  Develop strategy  Represent the client’s  Layouts o Account Mgmt. Director o Management Supervisor o Account Supervisor o Account Executive o Asst. Account Executive – account coordinator o Traffic ▯ Media  Planning o The strategic side of media  Buying o The negotiation/implementation  Layouts - Blackboard ▯ Research  Interpret market environment  Determine consumer needs and perceptions  Advise how ads can meet strategic goals  Layouts - Blackboard ▯ Account planning  Responsibilities include  Creative briefs  Consumer insights  New business presentations  Layouts – on Blackboard ▯ Creative  Create and produce ads and more important. Strategy is key  Layouts – on Blackboard ▯ New business  The critical objective and role of any ad agency is gaining new business ▯ Ongoing problems  “spec” work – not getting paid for it, bring in new business  Teams walking with accounts ▯ Agency trends  Clutter, overload, over choice  Doing more with less  Managing size  Managing technology  Managing in a down-market  Areas of opportunities  ▯ “The medium is the message” ▯ ▯ Medium vs. media  Medium = singular  Media = plural ▯ Medium vs. vehicle  A medium = magazine  A vehicle = sports illustrated  Another medium = television  Another vehicle = modern family ▯ ▯ It’s a number game  Media is about “ investing in eyeballs” o Advertiser paid media – 100% ad revenue  Television  Radio  Out of home (aka outdoor)  Direct marketing o Advertiser + consumer paid media  Newspapers  Magazines  Cable TV or satellite o Consumer paid media  Some media (e.g., HBO)  Public radio (NPR)  Public TV (KERA)  Movies  Spotify/ Panodra and concerts o Media continues to evolve  Old media models are in trouble  There’s still lots of TV BUT…  Competition with the second screen o The audience is taking control  Media is more interactive  Media companies are losing control o Easy entry but…  No easy profits  And change is quick as a blink o Eyeball evolution  And the evolution continues….  “We evolve as our media evolves” - Marshall McLuhan ▯ Primary Research (you go out and do it yourself) Vs. Secondary Research (third party) ▯ ▯ Quantitative (a random sample) Vs. Qualitative ▯ ▯ Brief History  First evolved in British ad agencies  Brits were less reliant on quantitative data  Issues with research in general  Began to redefine departmental roles ▯ What makes a good planner  Well versed in all types of data / information  Their product is insight to the customer  Inspire creative’s work with insights ▯ Researcher vs. planner  Development of strategy  Writes the creative brief  Has a point of view  The consumer’s advocate  Account planning is “research done right” ▯ Leaping the pond to US  Jay Chiat of Chiat/Day ( from apple ads) ▯ Quotes from planners  “Curiosity I the No.1 trait”  “Active listeners” (talk, find pattern)  “The voice of the consumer”  “I solve problems”  “The Creative Brief is the planner’s masterpiece”  ▯ Quiz: note from 22,27 ▯ The big five personality traits ▯


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