Advertising Marketing Applications 4 8 Advertising Any paid

Advertising

Marketing Applications 4. 8 Advertising: Any paid, nonpersonal form of communication by an identified company promoting goods and services. Ø TV Commercials and infomercials Ø Print Advertisements Ø Direct Mail Ø Internet (banner ads, “pop up” ads, social media ads) Ø Social Media

Marketing Applications 4. 8 Why Advertise? Ø Effective communication Ø Create awareness Ø Create / Change image Ø Associate a brand with feelings and emotion Ø Precipitate behavior Ø Establish / Maintain goodwill Ø Assist in the increase in sales

Marketing Applications 4. 8 Types of Advertising 1. Print Media: Any written form of communication used to inform, persuade, or remind consumers about products or services offered

Marketing Applications 4. 8 Types of Advertising 2. Outdoor Advertising: Ø Includes any outdoor signs and billboards Ø Offers a high level of visibility Ø Provides 24 -hour advertising

Marketing Applications 4. 8 Outdoor Advertising The elevator doors in the Rose Garden parking garage (home to the NBA’s Portland Trail Blazers) feature an advertisement for Cricket which prominently features Blazers star, Greg Oden

Marketing Applications 4. 8 Outdoor Advertising

Marketing Applications 4. 8 Types of Advertising 3. Mass Transit Advertising: Uses public transportation, such as buses, bus stands, taxicabs, and subways to post advertising messages

Marketing Applications 4. 8 Mass Transit Advertising Syracuse University Athletics implemented an aggressive mass transit marketing campaign that included SU Athletics branded taxi tops throughout New York City as well as signage on area buses in an effort to drive awareness and build excitement for the upcoming football and basketball seasons

Marketing Applications 4. 8 Mass Transit Advertising The fitness craze known as P 90 X relied on a carefully crafted TV infomercial strategy to build a $400 million-a-year (and growing) empire

Marketing Applications 4. 8 Types of Advertising 4. Broadcast Media: Any visual and/or auditory form of communication used to inform, persuade, or remind consumers about goods or services offered

Marketing Applications 4. 8 Types of Advertising a. Radio Advertising: Advertisers match their target market to a radio station that segments a particular market * Has the ability to reach a wide audience

Marketing Applications 4. 8 Types of Advertising b. Television Advertising: Includes commercials and infomercials Is traditionally the most expensive form of broadcast media

Marketing Applications 4. 8 Types of Advertising 5. Online/Digital Media: Advertising through various digital media platforms * Banner ads, pop-ups etc. * Digital broadcasts * Social media channels (Facebook, Twitter, etc. ) * Mobile

Marketing Applications 4. 8 Types of Advertising Online/Digital Media

Marketing Applications LESSON 4. 8 Types of Advertising 6. “Specialty” Media (or Promotional Products): Includes “everyday” items displaying a company name or logo Examples include lanyards, calendars, pens, magnets, and coffee mugs

Marketing Applications 4. 8 Types of Advertising Additional Forms of “Creative” Media: Marketers often use many other creative ways of communicating advertising messages to consumers Examples include: blimps (and other forms of aerial advertising, supermarket carts/bags, hot air balloons, and in-theater advertisements

Marketing Applications 4. 8 Additional Forms of “Creative” Media or Transit? Alaska Airlines took aerial advertising a step further when they introduced the Major League Soccer Portland "Timbers Jet", a Boeing 737 featuring a paint theme featuring the Portland Timbers' name and logo in the team's trademark colors (to celebrate the new airplane, Alaska Airlines granted early boarding to Portland International Airport passengers wearing an official Timbers jersey throughout the 2011 MLS season)

Marketing Applications 4. 8 Additional Forms of “Creative” Media or Transit Advertising? ? In 2012, Virgin America unveiled a San Francisco Giants-themed plane, complete with the Giants logo and with a black beard and mustache painted under the craft's nose in an usual tribute to popular pitcher, Brian Wilson

Marketing Applications 4. 8 Additional Forms of “Creative” Media or Transit Advertising …what do you think? In addition to advertising via mass transit, Fox took to their advertising to the streets during the popular Comic Con festival in 2012 by positioning popular animated characters from “Family Guy”, “The Simpsons”, “Bob’s Burgers” and “The Cleveland Show” and positioning them in San Diego pedal cabs

Marketing Applications 4. 8 Example of Transit Advertising LSU Athletics took a unique approach to advertising to promote the 2012 basketball season when they teamed with adver. Car (a company that pays individuals to affix advertising messages to their personal vehicles), essentially paying fans to drive their message into local neighborhoods, shopping centers and commuter routes

Intro to Basic SEM Principles 4. 8 Upfront Advertising Marketers and media agencies may choose to buy ads in the spring selling period known as the "upfront", which is when networks sell much of the ad time for fall. Buying early sometimes affords marketers more creative flexibility, allowing them to ask for unique ways to promote their brands.

Marketing Applications 4. 8 Advertising Agencies Advertising Agency: An organization that decides on and implements an advertising strategy for a customer Nike contracts the Wieden & Kennedy agency to manage and oversee some of their advertising campaigns

Marketing Applications 4. 8 Advertising Agencies Wieden + Kennedy won an award at the 2012 Cannes Lions festival for its advertising spot featuring Carmelo Anthony, created for the Jordan Brand

Marketing Applications 4. 8 Advertising Agencies In 2013, the agency celebrated the 25 th anniversary of its famous slogan developed for Nike, “Just Do It”

Marketing Applications 4. 8 Advertising Agencies Wieden + Kennedy is also responsible for the wildly popular “It’s Not Crazy, It’s Sports” ad campaign for ESPN, addressing the culture of fandom in the sports industry

Marketing Applications 4. 8 Advertising Agencies Under mounting pressure and facing a potential lawsuit, the Washington Redskins enlisted the help of a PR professional to help make a decision as to whether the franchise should change the team nickname

Marketing Applications 4. 8 Why an Agency? Ø Expertise Ø Time constraints Ø “Fresh” perspectives Ø Access to athletes, celebrities, entertainers?

Marketing Applications 4. 8 Considerations for Agency Selection Ø Does the agency have a solid marketing plan in place? Ø Does the agency have comprehensive marketing skills? Ø Can the agency determine target markets and a means to reach them? Ø Does the agency view itself as a partner of the hiring organization?

Marketing Applications 4. 8 Considerations for Agency Selection Ø Does the agency have a track record of success? Ø Has the agency worked with others in your industry?

Marketing Applications 4. 8 Additional Considerations Ø Comfort level with the representative that will be handling the account Ø Making sure all written copy is customer centered Ø Selection of an agency that views itself as a partner of the organization

Marketing Applications 4. 8 Agency Extension Creative use of in house advertising capability Ø The Red Sox, as a way to generate additional revenue, leveraged relationships in the industry and throughout the community and created a spin-off agency, the Fenway Sports Group Ø FSG was so successful that they were profitable in their first year and their client base included NASCAR, Boston College, and even the rival New York Yankees

LESSON 4. 8 REVIEW (ANSWERS) Marketing Applications 2) Identify specific forms of advertising and explain why businesses choose to advertise Print media, outdoor advertising, mass transit advertising, broadcast media, online media and specialty media are examples of specific forms of advertising

LESSON 4. 8 REVIEW (ANSWERS) Marketing Applications 2) Identify specific forms of advertising and explain why businesses choose to advertise Companies advertise for a number of reasons, including: Ø Ø Ø Effective communication Create awareness Create or change image Associate a brand with feelings/emotion Precipitate behavior Establish and maintain positive public