Archive for July 15th, 2010
Advertising Handout 1
Handout 1
Name: Raymond Pronk
Define the following terms:
Advertising: Advertising is providing information, calling attention to, and making known something that you want to sell or promote. Advertising is a message designed to promote or sell a product, a service, or an idea. Advertising reaches people through varied types of mass communication. In everyday life, people come into contact with many different kinds of advertising. Printed ads are found in newspapers and magazines. Poster ads are placed in buses, subways, and trains. Neon signs are scattered along downtown streets. Billboards dot the landscape along our highways. Commercials interrupt radio and television programming.
Marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Public Relations: The art or science of establishing and promoting a favorable relationship with the public and involves creating an understanding for, or goodwill toward a person, company or product.
Public Relations
Advertising Campaign: The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media.
Ad Copy: The printed text or spoken words in an advertisement. Text of a print, radio, or television advertising message that aims at catching and holding the interest of the prospective buyer, and at persuading him or her to make a purchase all within a few short seconds. The headline of an advertising copy is said to be the most important part, and quite often a small change in its wording brings disproportionate results.
Brand: A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.
Brand Positioning
Banner Ad: A graphic image used on Web sites to advertise a product or service. Banner ads, or simply “banners,” are rectangles typically 468 pixels wide by 60 pixels high. They also come in other common sizes, including 460×60, 460×55 and 392×72. Also, a graphic that appears on a web page that is usually hyperlinked to an advertisers web site. May be in a variety of formats including GIF, JPEG, Flash, HTML, Java, JavaScript & more.
Card Rate: Media Broadcast or print publication advertising rate printed and published on a ‘rate card.’ It is the highest rate charged by the media vehicle and almost always subject to discounts.
Classified Advertising: Advertising appearing in newspapers (although some magazines now also feature classified advertisements) that is arranged according to specific categories or classifications. The text of the advertisements is set in the same size and style of type and the ads are usually without illustration. The three major headings are Employment, Real Estate, and Automotive, although there are many additional categories (e.g., Business Opportunities, Lost and Found, Pets, Personals, and Legal Notices). Classified advertising is usually located in its own separate section of the publication and has its own rate card. It is responsible for a major portion of the publisher’s revenue. Rates are based on the amount of space (words or lines of copy) and the length of time the ad will run. The longer the run, the cheaper the per diem rate will be.
PPC (Pay per click): Online advertising payment model in which payment is based solely on qualifying click-throughs.
Intro to Pay-Per-Click Advertising
Sales: Total dollar amount collected for goods and services provided. While payment is not necessary for recognition of sales on company financial statements, there are strict accounting guidelines stating when sales can be recognized. The basic principle is that a sale can only be recognized when the transaction is already realized, or can be quite easily realized. This means that the company should have already received a payment, or the chances of receiving a payment is high.
ROI: Return on investment (ROI) is the process used to determine whether the monetary benefits from an expenditure, such as an advertising campaign, are above or below the amount of money spent on the campaign. Depending on the objective of an advertising campaign, the ROI may be hard to determine with certainty.
Position: The consumer perception of a product or service as compared to its competition. The position of the product or service in the mind of the prospect.
Marketing Strategy: How To Position Your Products or Services
Frequency: The number of times a person is exposed to the message
Advertising Budget: Money set aside by the advertiser to pay for advertising. There are a variety of methods for determining the most desirable size of an advertising budget. An organization’s spending plan for advertising during a particular period of time. The total amount of money that a marketer allocates for advertising over a period of time
Space/Time: A Media Buyer is responsible for purchasing media space or time, as well as developing the campaign and researching how it will be most effective for the client. Their mission is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at the minimum cost.
Creative: A general marketing term used for the material used to generate leads and sell advertising developed and designed by art directors and/or copywriters in an ad agency.This term is often used by ad agencies and buyers to refer to ad banners and other forms. The technology used to create a banner or other type of advertising material. Common creative types include GIF, JPEG, Java, HTML, Flash or streaming audio/video. Also used to describe originality or something that has not been previously considered or thought of. This term is applied to people or ideas but not processes or machines. Creatives can be the art directors and copywriters in an ad agency.
Budget: a plan that outlines an organization’s financial and operational goals. So a budget may be thought of as an action plan; planning a budget helps a business allocate resources, evaluate performance, and formulate plans.
Target Accounts: prospective advertiser accounts targeted by advertising agencies for possible future business.
Target Account Video
Media File/Kit: Information offered to potential advertisers by publishers to help advertisers understand the publisher’s rates, visitor demographics, terms, etc. Also referred to as a press kit, this is a packet of marketing and promotional materials a company uses to send to prospective customers and clients. This can include a number of things, but normally includes company information and history, services offered, press coverage, and team players (key executives, etc.). It can also include advertising materials such as flyers, newspaper ads, or cards.
SRDS: A commercial firm that publishes reference volumes that include up-to-date information on rates, requirements, closing dates, and other information necessary for ad placement in the media. The Standard Rate and Data Service (SRDS) directories list all the relevant information about consumer and trade publications, including a short description of each publication, its editorial content, who the publication goes out to, and breakdown of circulation figures. Using this information, you can compile a list of publications suitable for your advertising. Founded as Standard Rate and Data Service in 1919, today’s SRDS is a virtual interaction between advertising agencies, marketers and media properties. SRDS is the leading search engine for media opportunities, rates and contact data for magazines, digital media, newspapers, television, direct marketing, out-of-home and radio. SRDS provides media owners the opportunity to showcase their entire portfolio of multi-channel advertising opportunities to media planners and buyers.
http://www.srds.com/portal/servlet/LoginServlet
Spin: jargon for the point of view or bias you create in a story.
Target Audience: the people you want to reach. A specified audience or demographic group for which an advertising message is designed. The consumer group most likely to buy a specific product and identified by region, age, demographics, or economic status. The target audience might be as wide as “adults aged 35-54,” or as narrow as “female high school prom-goers in Wabash, Indiana.” Effective ads are created and placed in media with the target audience clearly in mind.
Media relations: dealing with journalists and building good working relationships with the broadcast, print and online media.
Fact sheet: A standard page in a company’s press kit, the fact sheet gives a brief description of the company’s business and area of expertise, the company’s address(es), phone numbers, principals, date of establishment, etc. A well-prepared fact sheet saves the journalist hours of time – and increases the company’s chance of press coverage.
Questions:
How is Advertising different from Marketing and PR?
Marketing deals primarily with product awareness and promotion.
Marketing focus is the company’s products.
Public relations deals primarily with the image of the company itself.
Public relations focus is the company’s reputation and perception or view of the company by the public.
Advertising is used in both marketing a company’s products and services and public relations to position a company’s reputation and brand name.
However there is more to both marketing and public relations than to just advertising the company’s products and reputation with the public.
How are Advertising, PR and Marketing alike? How do they work together?
Advertising, public relations, and marketing are alike in that they are tools for achieving the company’s business goals such as growing sales revenue and profits.
They work together by complementing one another in the case of marketing and public relations.
Advertising is used for both marketing and public relations by providing the means in terms of advertisements
Why is Advertising important?
Advertising is important because when it is effective it will sell the company’s products, services and brand name.
Since advertising can be expensive, it is very important that the advertising produce results for the advertiser.
Advertising must first get the consumer’s attention, hold their attention and get the advertising message across.
A business may have the best products and services on the market, however, if prospective customers do not know this, they will not purchase them.
Advertising is one way to make both your company and its products and services known to consumers.
Advertising provides important information that can lead to growing sales and profits
Why is PR important?
Public relations is important because a prospect’s perception and trust of a company can determine whether the company’s products and services will be purchased.
Public relations and marketing should work together to sell the company’s products and services.
Using this link : http://adage.com/bestads/
Which is your favorite ad posted on this site? Why?
My favorite ad posted on this site was
Liberty Mutual: Second Line.
http://creativity-online.com/work/liberty-mutual-second-line/20661
I used to sell insurance and investments.
I can identify with the feeling of being a salesman going to an appointment when the car will not start and as a result you are late for the appointment.
Many people will tend to narrow their focus and not become aware of the people around them when they are late for an important appointment or meeting.
When Glover suddenly turns around and the people are suddenly gone and then he looks up a see the red kite, he realizes he has not been paying much attention to people and the street situation.
I liked the role reversal near the end of commercial when Danny Glover is about to enter an office building and gives some money to a homeless person asking for some money by holding out a paper cup.
The proverb “There for the grace of God go I.” comes to mind.
Also, the ending where the meaning of second line or street parades is explained was indeed a surprise ending.
What type of ads do you see the most on a daily basis?
Since I blog almost daily and use Yahoo, Google, YouTube and other web sites to gather information, most of the ads I see are online ads. Most of these ads are for cars or other high price items such as computers or for movies that are about to be released.
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