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Brand ad
Types of Advertising
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• Brand Advertising– Focused on brand identity, benefits and image
• Retail or Local Advertising– Focused on selling merchandise in a
geographical area
• Direct Response Advertising– Tries to stimulate a sale directly
• Business-to-Business– Sent from one business to another
ROLES AND TYPES OF ADVERTISING
Brand ad
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Brand or Retail?
Burger King
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Types of Advertising
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• Corporate Advertising– Focused on establishing a corporate identity or
winning the public over to the organization’s point of view
• Nonprofit Advertising– Used by nonprofits like charities, hospitals,
orchestras, museums, and churches for customer, members, volunteers, and donors
• Public Service Advertising– Usually produced and run for free on behalf of
a good cause
ROLES AND TYPES OF ADVERTISING
Corporate Ad
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Top Ten U.S. Advertisers
THE KEY PLAYERS
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Top Agencies
BBDO McCann-Erickson Draft FCB Euro RSCG
Y&R JWT DDB Saatchi & Saatchi
Homework Visit the sites of the top 5 ad agencies Write a paragraph about which one
impressed you the most and why. Email to Alex (cc: me) before next
class.
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Inside an ad agency
Advertising and Society
Advertising Principles and Practices
Questions We’ll Answer
What kind of power does advertising have in society, and what are its limitations?
Why and how is advertising regulated?
What guides ethical behavior in advertising?
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Whirlpool + Habitat for Humanity = Good Business
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• How did Whirlpool get their target market to think about their brand, even when they didn’t need it?
• How did Whirlpool execute the idea?
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What is advertising’s role in society?
Most of the time advertising is used for neutral or good purposes; acting in a socially responsible way, as the ad for Shell demonstrates.
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Bullshit!
“To solve a local crisis with its image.” But let’s look a little more closely Socially responsible ads are not always
altruistic We must take a balanced view, neither
entirely positive or entirely negative The truth is (almost) always in-between.
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1. Microsoft
2. Whole Foods Market
3. Kellogg’s
4. McDonald’s
5. The Home Depot
6. Walt Disney
7. UPS
8. Coca-Cola
9. Starbucks
10. PepsiCo
Top 20 Socially and Environmentally Responsible Companies
Source: National Marketing Institute, 2006.
11. Johnson & Johnson
12. Procter & Gamble
13. Kimberly-Clark
14. Lowe’s
15. Target
16. Ford
17. Apple
18. Dell
19. H.J. Heinz
20. Eastman Kodak
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Where is Shell?
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Advertising’s Role in Society:Demand Creation Debate
Critics say advertising creates demand, driving consumers to buy products unnecessarily.
Proponents say companies invest in research to find out what consumers want.
Audiences can refuse to buy products they don’t need.
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Advertising’s Role in Society:Shape vs. Mirror Debate
Does advertising create or reflect social values?
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Advertising’s Role in Society:Overcommercialization Debate
Does advertising make people materialistic?
Critics say the lines between advertising and news and entertainment are blurred.
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American Idol
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Other Social Responsibility Issues: An Overview
Poor taste and offensive advertising Lack of diversity and stereotyping
(ethnic, gender, age, etc.) Sex appeals and body image problems Deceptive advertising The issues surrounding the advertising
of controversial products
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Portraying Diverse People
Common problems include: Gender stereotypes Body image and self-image Racial and ethnic stereotypes Cultural differences in global advertising Age-related stereotypes Advertising to children
Principle: Stereotyping is negative when it reduces
a group of people to a caricature.
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A recent article
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Real Beauty
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A cigarette ad
American Spirit Camel
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Exploitation?
Deceptive Ads
A statement (or omission) that is Likely to mislead A reasonable consumer About a material fact.
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Organizations That Oversee Advertising
3-20Prentice Hall, © 2009
Poor taste and offensive advertising
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Snickers
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Poor Taste and Offensive Advertising
Creating general guidelines is difficult because people’s idea of “good taste” varies.
What is considered “offensive” changes over time.
Principle: Testing helps identify these problems before they
happen.
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Homework
Read the attached article. Send a paragraph with your POV to Alex. Due before next class.
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Sex in Advertising
It’s becoming more blatant, especially when it’s not relevant to the product.
Should sex be used to sell pizza, hamburgers, and truck parts?
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Age-related Stereotype?
Where’s the Beef? The line is very fine between brilliance
and disaster.
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Message-related Issues
False advertising is a message that is untrue. Misleading claims are grossly exaggerated
claims made by advertisers about products. Puffery is advertising that praises the item to be
sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.”
Principles: Advertising claims are unethical if they are false,
misleading, or deceptive.
Puffery may be legal, but if it turns off the target audience then nothing is gained by using such a message strategy.
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Frosted Flakes