Advertising 4.8 Marketing Applications Advertising: Any paid, non- personal form of communication by an identified company promoting goods and services. Advertising TV Commercials and infomercials Print Advertisements Direct Mail Internet (banner ads, pop up ads, social media ads) Social Media 4.8 Marketing Applications Effective communication Create awareness Create / Change image Associate a brand with feelings and emotion Precipitate behavior Establish / Maintain goodwill Assist in the increase in sales Why Advertise? 4.8 Marketing Applications Types of Advertising 1. Print Media: Any written form of communication used to inform, persuade, or remind consumers about products or services offered 4.8 Marketing Applications 2. Outdoor Advertising: Includes any outdoor signs and billboards Offers a high level of visibility Provides 24-hour advertising Types of Advertising 4.8 Marketing Applications Outdoor Advertising The elevator doors in the Rose Garden parking garage (home to the NBAs Portland Trail Blazers) feature an advertisement for Cricket which prominently features Blazers star, Greg Oden 4.8 Marketing Applications Outdoor Advertising 4.8 Marketing Applications 3. Mass Transit Advertising: Uses public transportation, such as buses, bus stands, taxicabs, and subways to post advertising messages Types of Advertising 4.8 Marketing Applications 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 4.8 Marketing Applications Mass Transit Advertising The fitness craze known as P90X relied on a carefully crafted TV infomercial strategy to build a $400 million-a-year (and growing) empire 4.8 Marketing Applications 4. Broadcast Media: Any visual and/or auditory form of communication used to inform, persuade, or remind consumers about goods or services offered Types of Advertising 4.8 Marketing Applications 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 Types of Advertising 4.8 Marketing Applications b. Television Advertising: Includes commercials and infomercials Is traditionally the most expensive form of broadcast media Types of Advertising 4.8 Marketing Applications 5. Online/Digital Media: Advertising through various digital media platforms * Banner ads, pop-ups etc. * Digital broadcasts * Social media channels (Facebook, Twitter, etc.) * Mobile Types of Advertising 4.8 Marketing Applications Online/Digital Media Types of Advertising LESSON 4.8 Marketing Applications 6. Specialty Media (or Promotional Products): Includes everyday items displaying a company name or logo Examples include lanyards, calendars, pens, magnets, and coffee mugs Types of Advertising 4.8 Marketing Applications 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 Types of Advertising 4.8 Marketing Applications 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) Additional Forms of Creative Media or Transit? 4.8 Marketing Applications 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 Additional Forms of Creative Media or Transit Advertising?? 4.8 Marketing Applications 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, Bobs Burgers and The Cleveland Show and positioning them in San Diego pedal cabs Additional Forms of Creative Media or Transit Advertising what do you think? 4.8 Marketing Applications LSU Athletics took a unique approach to advertising to promote the 2012 basketball season when they teamed with adverCar (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 Example of Transit 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. 4.8 Intro to Basic SEM Principles Upfront Advertising 4.8 Marketing Applications Advertising Agency: An organization that decides on and implements an advertising strategy for a customer Advertising Agencies Nike contracts the Wieden & Kennedy agency to manage and oversee some of their advertising campaigns 4.8 Marketing Applications Wieden + Kennedy won an award at the 2012 Cannes Lions festival for its advertising spot featuring Carmelo Anthony, created for the Jordan Brand Advertising Agencies 4.8 Marketing Applications In 2013, the agency celebrated the 25th anniversary of its famous slogan developed for Nike, Just Do It Advertising Agencies 4.8 Marketing Applications Wieden + Kennedy is also responsible for the wildly popular Its Not Crazy, Its Sports ad campaign for ESPN, addressing the culture of fandom in the sports industry Advertising Agencies 4.8 Marketing Applications 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 Advertising Agencies 4.8 Marketing Applications Expertise Time constraints Fresh perspectives Access to athletes, celebrities, entertainers? Why an Agency? 4.8 Marketing Applications Does the agency have a solid marketing plan in place? Does the agency have comprehensive marketing skills? Can the agency determine target markets and a means to reach them? Does the agency view itself as a partner of the hiring organization? Considerations for Agency Selection 4.8 Marketing Applications Does the agency have a track record of success? Has the agency worked with others in your industry? Considerations for Agency Selection 4.8 Marketing Applications Comfort level with the representative that will be handling the account Making sure all written copy is customer centered Selection of an agency that views itself as a partner of the organization Additional Considerations 4.8 Marketing Applications Creative use of in house advertising capability 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 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 Agency Extension Marketing Applications LESSON 4.8 REVIEW (ANSWERS) 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 Marketing Applications LESSON 4.8 REVIEW (ANSWERS) 2) Identify specific forms of advertising and explain why businesses choose to advertise Companies advertise for a number of reasons, including: Effective communication Create awareness Create or change image Associate a brand with feelings/emotion Precipitate behavior Establish and maintain positive public