1. Introduction to Advertising
08/23/2016 Design for Advertising
Miriam Ahmed

2. Introduction to Advertising
What is Capitalism?
Capitalism is the legitimate racket of the ruling class. - Al Capone (American gangster)
The Case Against Capitalism:
SIDEBAR:
With all its flaws, capitalism remains the most productive economic engine we have yet invented. Like Churchill's line about democracy, it is the worst of all economic systems, except for all the others. - Fareed Zakaria, Newsweek
The Case for Capitalism:
Introduction to Advertising

3. Introduction to Advertising
What is Marketing?
The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself. – Peter Drucker
Introduction to Advertising

4. Introduction to Advertising
Ps of Marketing
Introduction to Advertising

5. Introduction to Advertising
Five Ps of Marketing
Product Goods/wares, services and ideas.
Introduction to Advertising

6. Introduction to Advertising
Five Ps of Marketing
Price What is the perceived value of the Product you are communication? How much is the Product worth? How can you increase the perceived value of your product?
Introduction to Advertising

7. Introduction to Advertising
Five Ps of Marketing
Place How/where will your Product be distributed? What are your distribution outlets?
Introduction to Advertising

8. Introduction to Advertising
Five Ps of Marketing
Promotion Advertising, Publicity, Personal Sale, Public Relations
Introduction to Advertising

9. Introduction to Advertising
Five Ps of Marketing
People Target market, segment, or audience Who are you attempting to reach?
Introduction to Advertising

10. Introduction to Advertising
What is Advertising?
Creative without strategy is called 'art.' Creative with strategy is called 'advertising.' - Jef I. Richards (Professor of Advertising, U of TX)
Advertising is just the icing on the cake. It is not the cake. - Meg Whitman (President & CEO, HP)
Good advertising does not just circulate information. It penetrates the public mind with desires and belief. - Leo Burnett (10th largest advertising agency in the world)
Advertising is the rattling of a stick inside a swill bucket. - George Orwell (author, Animal Farm)
Advertising is the art of convincing people to spend money they don't have for something they don't need. - Will Rogers (1920s-30s actor, comedian, celebrity)
Introduction to Advertising

11. Basic Components of Advertising
Paid communication
Sponsor is identified
Tries to persuade or influence
Reaches a large audience
Traditionally conveyed through impersonal mass media
Recently, users data to target individuals through personal devices
Introduction to Advertising

12. How long has advertising been around?
Introduction to Advertising

13. History of Advertising
Papyrus and Wall/Rock Paintings:
Sales: Ancient Egypt
Commercial and Political: Pompeii and Ancient Arabia
Lost and Found: Ancient Greece and Rome
Commercial: Asia, Africa, South America
Introduction to Advertising

14. History of Advertising
Posters, Signs, Street Callers/ Town Criers:
Middle ages
Illiterate populations
Images used to communicate
Market/ city square
Introduction to Advertising

15. History of Advertising
Printing Press:
1440s
Handbills
Newspapers
Used to promote books, medicines
False advertising
Introduction to Advertising

16. History of Advertising
Big Business:
1800s
First paid advertising, France
Space brokering, Philly
First advertising agency: N.W. Ayer & Sons, 1869, Philly
Introduction to Advertising

17. History of Advertising
Women in Advertising:
1900s
Women ran the household and made buying decisions
Women worked in ad agencies because they were creative
Sex sells
Introduction to Advertising

18. History of Advertising
Modern Advertising:
1920s
mass production
Tobacco companies needed to drive sales
Radio sponsor ads
Public service ads
War ads
Propaganda campaigns
Tv ads
Introduction to Advertising

19. Evolution of Advertising
Radio Advertising:
THEN:
NOW:
Tv Advertising:
THEN:
NOW:
Introduction to Advertising

20. Evolution of Advertising
Advertising Now:
Coupons
Transmedia
Product placement
Guerilla marketing
Unobtrusive ads
Viral marketing
Consumer advocacy
Crowdsourcing
Niche marketing
Introduction to Advertising

21. Evolution of Advertising
Introduction to Advertising

22. Introduction to Advertising
Role of Advertising
Marketing
The process a business uses to satisfy consumer needs by providing goods and services
Communication
Reach a mass audience
Introduce products
Explains important changes
Reminds and reinforces
Persuades
Introduction to Advertising

23. Introduction to Advertising
Role of Advertising
Economic
Moves from being informational to creating demand
Advertising is an objective means for providing price-value information, thereby creating a more rational economy
Societal
Informs consumers about innovations and issues
Mirrors fashion and design trends
Teaches consumers about new products
Helps shape consumer self-image
Perpetuates self-expression
Introduction to Advertising

24. Introduction to Advertising
Types of Advertising
Brand advertising
Retail or Local advertising
Direct-Response advertising
Business-to-Business advertising
Institutional advertising
Nonprofit advertising
Public Service advertising
Introduction to Advertising

25. Design for Advertising
The Visual Communicator
transmits messages (information) to a target audience using perceptive and psychological visual devices.
uses symbols, words, and pictures that share meaning with the intended audience to convey information about a product or an organization.
Introduction to Advertising

26. Introduction to Advertising
Key Concepts
Strategy
logic and planning
developing ads to meet objectives
directing ads to identified audiences
creating messages that address the audience’s specific concerns
selecting the most effective media
Introduction to Advertising

27. Introduction to Advertising
Key Concepts
Creative Idea
The central idea that grabs the consumer’s attention
Creativity drives the entire field of advertising
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. - David Ogilvy (Ogilvy and Mather Agency)
Introduction to Advertising

28. Introduction to Advertising
What is Marketing?
08/28/2012 Design for Advertising
Introduction to Advertising

29. Introduction to Advertising
Key Concepts
Execution
Effective ads adhere to the highest production values in the industry
Clients demand the best production the budget allows
Introduction to Advertising

30. Introduction to Advertising
Key Concepts
Media
Communication channels that reach a broad audience
How to deliver the message is just as important coming up with the creative idea of the message
Introduction to Advertising

31. Introduction to Advertising
What is Marketing?
08/28/2012 Design for Advertising
Introduction to Advertising

32. Who's Who in Advertising
Advertiser (client)
Uses advertising to send out a message about its products
Initiates the advertising effort by identifying a marketing problem
Approves audience, plan and budget
Hires the advertising agency
Agency
Has strategic and creative expertise, media knowledge, workforce talent, and negotiating abilities
Advertising department
In-house agency
Introduction to Advertising

33. Who's Who in Advertising
Media
The channels of communication that carry the message to the audience
Are also companies or huge conglomerates
Mass media advertising can be cost effective because the costs are spread over the large number of people the ad reaches
Supplier
Assist advertisers, agencies, and the media in creating and placing the ads
Vendor services are often cheaper than those in-house
Audience
Data-gathering technology improves accuracy of information about customers
Advertisers must recognize the various target audiences they are talking to and know as much about them as possible
Introduction to Advertising

34. Introduction to Advertising
HOME WORK
Read Chapter 1 of Advertising Creative
Assignment 1: Building Strong Insights - No More Wonder Bread (Advertising Creative, pg 19)
Complete all 12 experiences by midterm (Oct 5, 2016)
Keep a journal (submit at midterm)
Invite your classmates so you can complete the experiences together!
Assignment 2: Ad Agency v. Design Firm (due Wednesday Aug 31)
Find and bring to class (in any medium you like) a current, entry-level Ad Agency job posting. Ad must specify qualifications, skills, experience, education and portfolio requirements. Be able to give brief background info on the agency.
Find and bring to class a current, entry-level Design Firm job posting Ad must specify qualifications, skills, experience, education and portfolio requirements. Be able to give brief background info on the firm.
Write a brief statement explaining the difference between the functions of an Ad Agency and a Design Firm. Use your job postings as examples. Half page, double spaced, Times New Roman 12 points, cite all sources.
Introduction to Advertising