Do you stereotype?

1
Do you stereotype?
Does it affect advertising?

• Lets look at Newsline Wheres the Consumer?
• p. 428

2
Be CREATIVE with Advertising!

• Chapter 16
• What is Advertising?
• Lesson 16.1

3
AdvertisingPros and Cons

• Good for economy
• 200 BILLION a year
• Informative
• Low cost per viewer
• Can target a specific audience

• One way only
• Lack of control over who is watching
• Do you stick around to watch commercials?
• Total cost, very high!

4
Types of Advertising

• Organizational
• promotes ideas, images, issues associated with a
  company
• Save big money at Menards!
• Product
• used to sell a specific product
• Example anyone?

5
ALL Advertisers are required to follow
regulations.

• Federal, state and local government agencies
  determine these regulations as well as each
  company holds their own professional code of
  ethics.

6
Regulating Advertising

• The FTC (Federal Trade Commission) and the FCC
  (Federal Communications Commission) create rules
  to protect consumers and competitors from unfair
  and inappropriate promotional practices.

7
Regulating Advertising

• Full Disclosure
• All information necessary for a customer to make
  a safe and informed decision must be provided in
  a promotional message.
• Substantiation
• Must be able to prove all claims it makes in its
  messages.
• Loose 50 pounds in 7 days!
• Cease and Desist
• Require firms to discontinue a promotional
  activity that is deceptive. (No fees as long as
  it obeys.)
• Corrective Ads
• Organizations may have to run new ads to correct
  any false impressions left by previous ones.
• Fines
• Final remedy to inappropriate promotion.
• Self-Regulation
• Voluntary standards for advertising practice.

8
How has TiVo changed television advertising and
whats ahead for commercial TV?

• Lets look at Digital Digest on page 434.

9
People dont plan to fail, they fail to _______!

• Developing an Advertising Plan
• Lesson 16.2

10
THE Advertising Plan

1. Set objectives (What do you want to accomplish?)
2. Determine budget (How much to spend?)
3. What can you afford?
4. Percentage of sales
5. Competition matching
6. Objective and task
7. Develop the theme (Central idea)
8. Select media (Woah, have you seen the chart on p.
   438?)
9. Create advertisements (see Lesson 16.3)
10. Develop schedule (see Lesson 16.3)
11. __________________________ (see Lesson 16.3)

11
ACTION!

• Creating, Scheduling and Evaluating your
  Promotion
• Lesson 16.3

12
Formats of Advertising(creating your ads)

• Slice-of-Life People actually using the product
  or receiving the service.
• Fantasy Creates a fantasy scenario with
  product/service.
• Musical Much like a music video, with some sort
  of song or jingle for you to remember (and NEVER
  get out of your head!)
• Technical Expertise Explains how the product is
  made or what it exactly does (Schick razors.3
  heads, moisturizing strip).
• Testimonial Celebrities or every day people
  endorse product.
• Lifestyle shows product in relation to a
  specific lifestyle (Car driving through town,
  pulling out of a way nice garage which is
  attached to a way nice house..)
• Mood or Image Ad calls upon emotion. (Hallmark,
  ATT)
• Character Uses a fictitious character to
  represent product.
• Scientific Evidence rational reason and
  scientific information to demonstrate why a
  product is superior. Clinical evidence shows

13
Scheduling your Advertisement

• Continuity
• Continuous running of the ad throughout the year.
• Pulsing
• Seasonal advertising. (Crest WhiteStrips)

14
Evaluating the Ads

• How do you know if its working?

15
Methods to Gauge Effectiveness

• Focus Groups
• Structured discussions with potential customers
  led by a facilitator.
• Recall Testing
• People asked to recall what they saw in an ad, at
  different time intervals.
• Recognition Testing
• People are shown an ad and asked if theyve
  recognize it. If they have, theyre asked more
  questions about it.
• (Did it influence you to buy the product? etc.)

16

• Should smaller companies handle their own
  advertising?