1. WEEK 2 DISCUSSION: ADVERTISING & MARKETING ORGANIZATIONS, ADVERTISING BASICS, ADVERTISING CRITIQUES “ In the past decade, what marketers do to engage customers has changed almost beyond recognition.” “Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.” “Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago.” - The Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

2. Advertising & Marketing Organizations

3. Types of Agencies & Firms  In-house Agency  Interactive/Digital Agency  Social Media Agency  Content Strategy Firm  Customer Experience Mgmt. Firm  Open innovation agency? INNOVATIVE/DISRUPTIVE MODELS  Traditional Advertising Agency  Media Service – plan/buy  Promotion Agency  PR Agency  Marketing Services Firm  Direct Marketing Agency  Branding/Identity Mgmt. Firm  Design Firm ESTABLISHED MODELS

4. Creative Services Creative Services Account Services Marketing Services Marketing Services President Finance & Admin. Serv. VP Creative Services Creative Director Art Director Writer Designer Production Traffic VP Creative Services Creative Director Art Director Writer Designer Production Traffic VP Account Services Acct. Supervisor Acct. Executive VP Account Services Acct. Supervisor Acct. Executive VP Mktg. Services Media Research Sales Promotion VP Mktg. Services Media Research Sales Promotion VP Finance & Admin Personnel (HR) Accounting Finance VP Finance & Admin Personnel (HR) Accounting Finance Board of Directors TRADITIONAL ADVERTISING AGENCY STRUCTURE

5. SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013Here’s What the Marketing Organization of the Future Should Look Like TRADITIONAL MARKETING DEPARTMENT STRUCTURE

6. “Much like newspapers, conventional advertising agencies are becoming irrelevant. When one person with a wireless connection can be an agency, a media company, or even a manufacturer, traditional advertising organizations have to change their culture, processes, structure, talent policies, resources, and even their business and revenue models in order to embrace the power of open systems being fueled by digital connectivity. The old agency businesses may still have time to correct their course, but they must start now.” SOURCE: The End of Traditional Ad Agencies, HBR Blog Network (May 9, 2014)

7. Marketing leaders instead must ask, “What values and goals guide our brand strategy, what capabilities drive marketing excellence, and what structures and ways of working will support them?” Structure must follow strategy–not the other way around.” SOURCE: T he Ultimate Marketing Machine, Harvard Business Review (July-August 2014)

8. ORCHESTRATOR Account Manager (Account Services) ORCHESTRATOR Account Manager (Account Services) THINK FEEL DO SOURCE: The Ultimate Marketing Machine, Harvard Business Review (July-August 2014) Architecture & Modeling Director Digital Privacy Analyst Market Data Analyst Senior Data Architect Senior Data Modeler Web Analyst Content & Production Customer Engagement Data & Analytics Customer Service Rep. Engagement Coord. Online Community Mgr. PR Executive Social Media Mgr. Usability Specialist Concept Creator Designer Digital Producer Marketing Content Mgr. Digital Content Strat. Web Production

9. SOURCE: Rooney, Jennifer. “Here’s What the Marketing Organization of the Future Should Look Like.” Forbes, Oct. 4, 2013Here’s What the Marketing Organization of the Future Should Look Like

10. Advertising Basics

11. Value Proposition A value proposition is a statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target audience, the problems you solve, and why you’re distinctly better than the available alternatives. It should answer the question – “why should customer engage with your organization or buy your product over other options available regionally and internationally?”

12. Persuasive Techniques  Pathos: an appeal to emotion An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress.  Logos: an appeal to logic or reason An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does. The logos of an advertisement will be the "straight facts" about the product: One glass of Florida orange juice contains 75% of your daily Vitamin C needs.  Ethos: an appeal to credibility or character An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. SOURCE: 2009 NCTE/IRA, ReadWriteThink

13. Persuasive Strategies  Avante Garde - The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy.  Weasel Words - “Weasel words” are used to suggest a positive meaning without actually really making any guarantee. A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually spotless.  Magic Ingredients - The suggestion that some almost miraculous discovery makes the product exceptionally effective. A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.  Patriotism - The suggestion that purchasing this product shows your love of your country. A company brags about its product being made in America.  Transfer - Positive words, images, and ideas are used to suggest that the product being sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.  Plain Folks - The suggestion that the product is a practical product of good value for ordinary people. A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.  Snob Appeal - The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.  Bribery - Offers you something “extra.” Buy a burger; get free fries. Bandwagon The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it! SOURCE: 2009 NCTE/IRA, ReadWriteThink

14. Creative Content  Visuals – photography, video, graphics  Audio – music, sound effects, voiceover  Style/tone – editing, pace  Text –Headline, Subhead, Copy  Brand Elements – Logo, slogan, color palette, etc.

15. Creative Content – print advertising  Visuals (Creative)  Style/Tone  Text  Headline  Subhead  Copy  Call to action  Logo  Slogan

16. Headline Creative - Visuals - Style/Tone Subhead Copy Call to Action Logo Slogan

17. 1950s

18. 1960s

19. 1980s

20. 2000s

21. 2014

23. EXAMPLES: BUDWEISER Friends are WaitingPuppy LoveLost Dog

24. EXAMPLES: OLD SPICE Mom & Dad SongOld Spice Guy - originalOld Spice – Scent Vacation

25. “ Rather than clawing our way to the top of the heap, we need to nudge our way to the center of the network. To do that, we need to use platforms to access ecosystems in order to create movements.” SOURCE: The Big Marketing Shift, Greg Satell (Digital Tonto)

26. New Advertising Paradigm  Traditional Persuasive Techniques  Appeal to Customer’s Values and Beliefs  Empower Customers to Participate & Contribute to Brand  Create Extensible Brand Stories  Add value, educate and reward participation  Dynamic Multi-channel Campaigns & Content Strategies

27. Advertising Critiques

28. Critique Rules  Start with a compliment  Critique the work, not the creator  Focus on the objective/goal, not personal opinion  Be specific  Don’t defend or apologize for your work