Introduction to Advertising 08232016 Design for Advertising Miriam

Introduction to Advertising 08/23/2016 Design for Advertising Miriam Ahmed

What is Capitalism? Capitalism is the legitimate racket of the ruling class. - Al Capone (American gangster) The Case Against Capitalism: http: //www. youtube. com/watch? v=ZGgnq. C 4 a 15 o SIDEBAR: https: //www. youtube. com/user/thevenusprojectmedia With all its flaws, capitalism remains the most productive economic engine we have yet invented. Like Churchill's line about democracy, it is the worst of all economic systems, except for all the others. - Fareed Zakaria, Newsweek The Case for Capitalism: http: //www. youtube. com/user/AEIVideos? v=7 Nf. LUCBZ 1 is Introduction to Advertising

What is Marketing? The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself. – Peter Drucker Introduction to Advertising

Ps of Marketing Introduction to Advertising

Five Ps of Marketing Product Goods/wares, services and ideas. Introduction to Advertising

Five Ps of Marketing Price What is the perceived value of the Product you are communication? How much is the Product worth? How can you increase the perceived value of your product? Introduction to Advertising

Five Ps of Marketing Place How/where will your Product be distributed? What are your distribution outlets? Introduction to Advertising

Five Ps of Marketing Promotion Advertising, Publicity, Personal Sale, Public Relations Introduction to Advertising

Five Ps of Marketing People Target market, segment, or audience Who are you attempting to reach? Introduction to Advertising

What is Advertising? Creative without strategy is called 'art. ' Creative with strategy is called 'advertising. ' - Jef I. Richards (Professor of Advertising, U of TX) Advertising is just the icing on the cake. It is not the cake. - Meg Whitman (President & CEO, HP) Good advertising does not just circulate information. It penetrates the public mind with desires and belief. - Leo Burnett (10 th largest advertising agency in the world) Advertising is the rattling of a stick inside a swill bucket. - George Orwell (author, Animal Farm) Advertising is the art of convincing people to spend money they don't have for something they don't need. - Will Rogers (1920 s-30 s actor, comedian, celebrity) Introduction to Advertising

Basic Components of Advertising Paid communication Sponsor is identified Tries to persuade or influence Reaches a large audience Traditionally conveyed through impersonal mass media Recently, users data to target individuals through personal devices Introduction to Advertising

How long has advertising been around? Introduction to Advertising

History of Advertising Papyrus and Wall/Rock Paintings: Sales: Ancient Egypt Commercial and Political: Pompeii and Ancient Arabia Lost and Found: Ancient Greece and Rome Commercial: Asia, Africa, South America Introduction to Advertising

History of Advertising Posters, Signs, Street Callers/ Town Criers: Middle ages Illiterate populations Images used to communicate Market/ city square Introduction to Advertising

History of Advertising Printing Press: 1440 s Handbills Newspapers Used to promote books, medicines False advertising Introduction to Advertising

History of Advertising Big Business: 1800 s First paid advertising, France Space brokering, Philly First advertising agency: N. W. Ayer & Sons, 1869, Philly Introduction to Advertising

History of Advertising Women in Advertising: 1900 s Women ran the household and made buying decisions Women worked in ad agencies because they were creative Sex sells Introduction to Advertising

History of Advertising Modern Advertising: 1920 s mass production Tobacco companies needed to drive sales Radio sponsor ads Public service ads War ads Propaganda campaigns Tv ads Introduction to Advertising

Evolution of Advertising Radio Advertising: THEN: https: //www. youtube. com/watch? v=RG 4 w. ZMxibvc NOW: https: //www. youtube. com/watch? v=Zdab 4 AWp 8 l. E Tv Advertising: THEN: https: //www. youtube. com/watch? v=oz. Ije. H 6 E-c. Q&feature=youtu. be http: //www. youtube. com/watch? v=n 1 b. Ihi. Qglvo&feature=fvwrel NOW: • https: //www. youtube. com/watch? v=50 A 9 wj. J 40 Dk • https: //www. youtube. com/watch? v=5 H 0 Tv. F 5 MG 4 M • https: //www. youtube. com/watch? v=0 MUs. Vc. Yh. ERY Introduction to Advertising

Evolution of Advertising Now: Coupons Transmedia Product placement Guerilla marketing Unobtrusive ads Viral marketing Consumer advocacy Crowdsourcing Niche marketing Introduction to Advertising

Evolution of Advertising http: //www. youtube. com/watch? v=5 wx 0 Gfb. C 0 BA Introduction to Advertising

Role of Advertising Marketing The process a business uses to satisfy consumer needs by providing goods and services Communication Reach a mass audience Introduce products Explains important changes Reminds and reinforces Persuades Introduction to Advertising

Role of Advertising Economic Moves from being informational to creating demand Advertising is an objective means for providing price-value information, thereby creating a more rational economy Societal Informs consumers about innovations and issues Mirrors fashion and design trends Teaches consumers about new products Helps shape consumer self-image Perpetuates self-expression Introduction to Advertising

Types of Advertising Brand advertising Retail or Local advertising Direct-Response advertising Business-to-Business advertising Institutional advertising Nonprofit advertising Public Service advertising Introduction to Advertising

Design for Advertising The Visual Communicator transmits messages (information) to a target audience using perceptive and psychological visual devices. uses symbols, words, and pictures that share meaning with the intended audience to convey information about a product or an organization. Introduction to Advertising

Key Concepts Strategy logic and planning developing ads to meet objectives directing ads to identified audiences creating messages that address the audience’s specific concerns selecting the most effective media Introduction to Advertising

Key Concepts Creative Idea The central idea that grabs the consumer’s attention Creativity drives the entire field of advertising It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. - David Ogilvy (Ogilvy and Mather Agency) Introduction to Advertising

What is Marketing? 08/28/2012 Design for Advertising Introduction to Advertising

Key Concepts Execution Effective ads adhere to the highest production values in the industry Clients demand the best production the budget allows Introduction to Advertising

Key Concepts Media Communication channels that reach a broad audience How to deliver the message is just as important coming up with the creative idea of the message Introduction to Advertising

What is Marketing? 08/28/2012 Design for Advertising Introduction to Advertising

Who's Who in Advertising Advertiser (client) Uses advertising to send out a message about its products Initiates the advertising effort by identifying a marketing problem Approves audience, plan and budget Hires the advertising agency Agency Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities Advertising department In-house agency Introduction to Advertising

Who's Who in Advertising Media The channels of communication that carry the message to the audience Are also companies or huge conglomerates Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches Supplier Assist advertisers, agencies, and the media in creating and placing the ads Vendor services are often cheaper than those in-house Audience Data-gathering technology improves accuracy of information about customers Advertisers must recognize the various target audiences they are talking to and know as much about them as possible Introduction to Advertising

HOME WORK Read Chapter 1 of Advertising Creative Assignment 1: Building Strong Insights - No More Wonder Bread (Advertising Creative, pg 19) Complete all 12 experiences by midterm (Oct 5, 2016) Keep a journal (submit at midterm) Invite your classmates so you can complete the experiences together! Assignment 2: Ad Agency v. Design Firm (due Wednesday Aug 31) Find and bring to class (in any medium you like) a current, entry-level Ad Agency job posting. Ad must specify qualifications, skills, experience, education and portfolio requirements. Be able to give brief background info on the agency. Find and bring to class a current, entry-level Design Firm job posting Ad must specify qualifications, skills, experience, education and portfolio requirements. Be able to give brief background info on the firm. Write a brief statement explaining the difference between the functions of an Ad Agency and a Design Firm. Use your job postings as examples. Half page, double spaced, Times New Roman 12 points, cite all sources. Introduction to Advertising