ARTS253 - 6. Advertising

Transcript

2. Lets take a brief look at ADVERTISING IN BRANDING
3. Advertising Advertising is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to an event, product, or ideology. that your target audience can identify with.
5. How’s it going everyone?
6. Put a bird on it!
7. Put a bird on it! No Birds! This is not Portland!
8. Ok, something else then.
9. How about someone sings about it?
10. How about someone sings about it? That’s better. But nothing cheesy.
11. So what steps should you take to create good advertising for your company?
12. Advertising Process 1. Research 2. Strategize 3. Creative 4. Plan
13. 1 RESEARCH -— • Analyze the marketplace • Review the competition and current trends
14. 2 STRATEGIZE -— • Define your strategic objective • Identify your audience / customers
15. 3 CREATIVE -— • Define and test copy • Define and test a theme • Establish marketing budget
16. 4 PLAN -— • Decide sizes and types • Decide on Technology (yes or no) • Finalize Costs
17. Why is it important to do research and have a plan?
18. Time Square Photo by Trey Ratcliff
19. Time Square Photo by Trey Ratcliff 1 2 6 3 4 5 7 8 10 9 11 12 13 14 15 16 17 18 19 21 22 20 24 25 28 23 26 27 29 31 33 30 32 34 35 36 37 38
20. ADVERTISING MEDIA YOUR ADVERTISING ROADMAP
21. PRINT • MAGAZINES • NATIONAL NEWSPAPERS • LOCAL NEWSPAPERS • DIRECT MAIL • EVENT PUBLICATIONS • YEARBOOKS • CHURCH BULLETINS • THEATER PLAYBILLS • POSTERS • COFFEE CUP SLEEVES
22. DIGITAL • PROMO WEBSITES • WEB BANNER ADS • WEB COMMERCIALS • SOCIAL MEDIA • CDs • DVDs • KIOSKS • MOBILE APPS • MOBILE ADVERTISING • TV COMMERCIALS
23. OTHER • BILLBOARDS • BUS SIGNS • SUPERMARKET CARTS • MASCOTS • STICKERS • SIDEWALK GRAPHICS • HOTEL ROOM KEYS • APPAREL • DRINKWARE • SPONSORSHIPS
24. Advertising EXAMPLE -—
80. Why are these successful?
81. Advertising Advertising is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to an event, product, or ideology. that your target audience can identify with.
82. Advertising Advertising is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. Most commonly, the desired result is to drive consumer behavior with respect to an event, product, or ideology. that your target audience can identify with.
83. Has a clear call to action
84. Makes you remember the brand message
85. Leaves a positive perception
86. Most importantly it is ethical and truthful
87. ASSIGNMENT SPECIFICATIONS -—
88. Advertising For this project you must design a advertising campaign promoting your company, or a product or service that your company sells or is planning on selling. You will be given a fictitious amount of money that will be randomly assigned. You will use this money to create your marketing plan. Your plan must outline what you will ads you will run, and for how long they will run. You must create minimally 4 pieces of advertising within your budget. Your marketing plan is due on Your advertising is due on Monday, March 16 Monday, March 25