Advertising

AdvertisingAdvertisingTraditional vs OnlineTraditional vs OnlineThe Changing Advertising IndustryThe Changing Advertising IndustryYour Possible Future in AdvertisingYour Possible Future in Advertising

About MeAbout Me

Jennifer LindJennifer Lind

Graduate of Iowa State University

Interactive Account Executive at TMP Directional Marketing

What is your view of What is your view of Advertising?Advertising?

Did your view include Did your view include this?this?

The Purpose of The Purpose of AdvertisingAdvertising

Tell potential customer about your Tell potential customer about your products or servicesproducts or services

Show potential customers how to use Show potential customers how to use your productyour product

Increase use of your product or serviceIncrease use of your product or service Reinforce brand image and brand loyaltyReinforce brand image and brand loyalty

From Wikipedia: http://en.wikipedia.org/wiki/AdvertisingFrom Wikipedia: http://en.wikipedia.org/wiki/Advertising

Types of AdvertisingTypes of Advertising

Press ReleasesPress Releases Brochures, flyersBrochures, flyers Door-to-doorDoor-to-door Display ads (editorial Display ads (editorial

sections of newspapers)sections of newspapers) Directories (Yellow pages)Directories (Yellow pages) Word of mouthWord of mouth Direct mailDirect mail Poster sites (ad on any Poster sites (ad on any

surface like buses, floors, surface like buses, floors, napkins)napkins)

Radio, TVRadio, TV Guide books, handbooksGuide books, handbooks

WebsitesWebsites EmailEmail Web press releasesWeb press releases Interactive advertisingInteractive advertising BlogsBlogs Pay per click/callPay per click/call Online directoriesOnline directories Pop-upsPop-ups Banner adsBanner ads Social media sitesSocial media sites MobileMobile

TraditionalTraditional OnlineOnline

Traditional Advertising Traditional Advertising MethodsMethods

Advertise to your existing database of Advertise to your existing database of customers to increase loyalty and draw customers to increase loyalty and draw repeat businessrepeat business

Gain new customers by sending advertising Gain new customers by sending advertising through industry publicationsthrough industry publications

Create brand and product awareness by Create brand and product awareness by advertising to the massesadvertising to the masses

Unique Traditional Unique Traditional Advertising ExamplesAdvertising Examples



Traditional AdvertisingTraditional Advertising

Target people in their Target people in their every day life activitiesevery day life activities

Influence emotional and Influence emotional and spontaneous decisionsspontaneous decisions

Can be used to Can be used to compliment internet compliment internet advertisingadvertising

Limited time or space to Limited time or space to get point acrossget point across

ExpensiveExpensive Does not allow for a Does not allow for a

conversation with the conversation with the customercustomer

Difficult to track resultsDifficult to track results

BenefitsBenefits ChallengesChallenges

The Emergence of Online The Emergence of Online Advertising – Driving Factors of Advertising – Driving Factors of ChangeChange

Choice – More inventory Choice – More inventory

than just room than just room

on a shelfon a shelf

Portable technologyPortable technology

User-generated User-generated

contentcontent

New Challenge for Advertisers – New Challenge for Advertisers – How to Connect with ConsumersHow to Connect with Consumers

Interactive AdvertisingInteractive Advertising

Advertising that creates a dialogue with Advertising that creates a dialogue with the customerthe customer

Social media – responding to a Social media – responding to a customer’s reaction customer’s reaction

Utilizing technology to reach customers Utilizing technology to reach customers wherever they arewherever they are

User-Generated ContentUser-Generated Content

Publicly available content created by Publicly available content created by consumers that criticizes or praises consumers that criticizes or praises the company, the company, in the form of: in the form of: ReviewsReviews BlogsBlogs Mobile phone Mobile phone

photographyphotography Digital VideoDigital Video

Interactive Advertising Interactive Advertising AnalyticsAnalytics

Ability to track every move the customer Ability to track every move the customer makes, includingmakes, including Clicks – how many people clicked on the adClicks – how many people clicked on the ad Impressions – how many people saw the adImpressions – how many people saw the ad Leads – how many people purchased the Leads – how many people purchased the

product/service after clicking on the adproduct/service after clicking on the ad Marketers can view your location, how many pages Marketers can view your location, how many pages

you visited, how long you stayed on their site, and you visited, how long you stayed on their site, and the method used to reach your site, plus more!the method used to reach your site, plus more!

Statistics Example from Statistics Example from Online Marketing CampaignOnline Marketing Campaign

Case Study: Spherion Case Study: Spherion

Continuing Change in Continuing Change in Interactive AdvertisingInteractive Advertising

Mobile channels expandingMobile channels expanding Local companies beginning to do more Local companies beginning to do more

online advertising and becoming more online advertising and becoming more knowledgeable of the online spaceknowledgeable of the online space

Businesses will need to accept social Businesses will need to accept social media and learn to talk WITH the media and learn to talk WITH the customer rather than AT the customercustomer rather than AT the customer

Technology will continue to be developedTechnology will continue to be developed

Careers in AdvertisingCareers in Advertising

Account ExecutiveAccount Executive Account CoordinatorAccount Coordinator Media ServicesMedia Services ResearchResearch CreativeCreative

Fast pacedFast paced ChallengingChallenging VarietyVariety CompetitiveCompetitive Ever-changingEver-changing

PositionsPositions AdjectivesAdjectives

How to Prepare for a How to Prepare for a Career in AdvertisingCareer in Advertising

College – Wide variety of degrees College – Wide variety of degrees applicable. Marketing, Advertising, applicable. Marketing, Advertising, Communications.Communications.

Research on your ownResearch on your own Network with people in the industryNetwork with people in the industry Get involved with organizationsGet involved with organizations

Thank you!Thank you!

Q&AQ&A