W9-CH13: Promotion
Advertising
: non-personal communication from an identified sponsor using the mass media
authenticated streaming: the use of an Internet enabled device, like a tablet or smart phone, to stream
content from a cable or satellite provider
Types of Advertising
Product Advertising
: advertising messages that focus on a specific good or service
Institutional Advertising
: advertising messages that promote the activities, personality, or point of view of an organization or company
corporate advertising: advertising that promotes the company as a whole instead of a firm’s individual
products
advocacy advertising: a type of public service advertising where an organization seeks to influence public
opinion on an issue because it has some stake in the outcome
public service advertisements (PSAs): advertising run by the media for not-for-profit organizations or to
champaign a particular cause without charge
Retail and Local Advertising
encourage customers to shop at a specific store or use a local service
informs us about store hours, locations and products available on sale
eg. popup ads online, text messages
, Who Creates Advertising?
advertising campaign: a coordinated, comprehensive plan that carries out promotion objectives and results in
a series of advertisements placed in media over a period of time
outside advertising agencies
limited-service agency: provides one or more specialized services, such as media buying or creative
development
full-service agency: supplies most or all of the services a campaign requires, including research,
creation of ad copy and art, media selection, and production of the final messages
many elements
account executive: a member of the account management department who supervises the day-to-
day activities of the account and is the primary liaison between the agency and the client
ensure client is happy while verifying that people within the agency execute the desired strategy
account planner: a member of the account management department who combines research
and account strategy to act as the voice of the consumer in creating effective advertising
creative services: the agency people (creative director, copywriters, and art director) who dream up
and produce the ads
research and marketing services: the advertising agency department that collects and analyzes
information that will help account executives develop a sensible strategy and assist creatives in
getting consumer reactions to different versions of ads
media planners: agency personnel who determine which communication vehicles are the most
effective and efficient to deliver the ad
User-Generated Advertising Content
(UGC) AKA consumer-generated media (CGM): online consumer comments, opinions, advice and discussions,
reviews, photos, images, videos, podcasts, webcasts, and product, related stories available to other consumers
do-it-yourself (DIY) ads: product ads that are created by consumers
costs only 1/4 - 1/3 as much as professional TV and internet ads
feedback on how consumers see the brand and the chance to gather more creative ideas
marketers need to monitor (and sometimes encourage) UGC
consumers are more likely to trust messages from fellow consumers than from companies
social media is proliferating everywhere
a person who searches online for a company or product is certain to access any number of blogs,
forums, homegrown commercials, or online complaint sites that the product manufacturer had
nothing to do with
crowdsourcing: a practice in which firms outsource marketing activities (such as selecting an ad) to a
community of users
Ethical Issues in Advertising
advertising is manipulative
causes people to behave like robots and do things against their will - to make purchases they would
not otherwise make were it not for the ads
Advertising
: non-personal communication from an identified sponsor using the mass media
authenticated streaming: the use of an Internet enabled device, like a tablet or smart phone, to stream
content from a cable or satellite provider
Types of Advertising
Product Advertising
: advertising messages that focus on a specific good or service
Institutional Advertising
: advertising messages that promote the activities, personality, or point of view of an organization or company
corporate advertising: advertising that promotes the company as a whole instead of a firm’s individual
products
advocacy advertising: a type of public service advertising where an organization seeks to influence public
opinion on an issue because it has some stake in the outcome
public service advertisements (PSAs): advertising run by the media for not-for-profit organizations or to
champaign a particular cause without charge
Retail and Local Advertising
encourage customers to shop at a specific store or use a local service
informs us about store hours, locations and products available on sale
eg. popup ads online, text messages
, Who Creates Advertising?
advertising campaign: a coordinated, comprehensive plan that carries out promotion objectives and results in
a series of advertisements placed in media over a period of time
outside advertising agencies
limited-service agency: provides one or more specialized services, such as media buying or creative
development
full-service agency: supplies most or all of the services a campaign requires, including research,
creation of ad copy and art, media selection, and production of the final messages
many elements
account executive: a member of the account management department who supervises the day-to-
day activities of the account and is the primary liaison between the agency and the client
ensure client is happy while verifying that people within the agency execute the desired strategy
account planner: a member of the account management department who combines research
and account strategy to act as the voice of the consumer in creating effective advertising
creative services: the agency people (creative director, copywriters, and art director) who dream up
and produce the ads
research and marketing services: the advertising agency department that collects and analyzes
information that will help account executives develop a sensible strategy and assist creatives in
getting consumer reactions to different versions of ads
media planners: agency personnel who determine which communication vehicles are the most
effective and efficient to deliver the ad
User-Generated Advertising Content
(UGC) AKA consumer-generated media (CGM): online consumer comments, opinions, advice and discussions,
reviews, photos, images, videos, podcasts, webcasts, and product, related stories available to other consumers
do-it-yourself (DIY) ads: product ads that are created by consumers
costs only 1/4 - 1/3 as much as professional TV and internet ads
feedback on how consumers see the brand and the chance to gather more creative ideas
marketers need to monitor (and sometimes encourage) UGC
consumers are more likely to trust messages from fellow consumers than from companies
social media is proliferating everywhere
a person who searches online for a company or product is certain to access any number of blogs,
forums, homegrown commercials, or online complaint sites that the product manufacturer had
nothing to do with
crowdsourcing: a practice in which firms outsource marketing activities (such as selecting an ad) to a
community of users
Ethical Issues in Advertising
advertising is manipulative
causes people to behave like robots and do things against their will - to make purchases they would
not otherwise make were it not for the ads
