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Published byMartin Wilcox Modified over 8 years ago
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The Advertising Industry Lecture 4
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Organizations within Advertising There are FOUR distinct groups: 1.The Advertisers (clients): E.g., Honda, Toyota, Mcdonalds. 2.The Advertising Agencies: the companies that prepare promotional materials. 3.The Suppliers: includes photographers, graphic designers, video recording specialists. 4.Media: launches the promotional/advertising campaigns in pursuit to reach the target audience.
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Local Advertising: Rules Stand out from competition. Use a simple layout. Use a dominant element. Stress upon the benefits. Make the headline count. Watch your language. Let white space work for you. Make the copy complete-emphasis benefits most appealing to customers. Make your visual powerful and eye catching. State price range. Specify branded merchandise. Include related items. Urge readers or viewers to buy now.
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Local Advertising: Rules Don’t forget store name and address. Don’t be too clever. Don’t use unusual or difficult words. Don’t generalize- be specific. Don’t make excessive claims- lose credibility. Plan ad size carefully. Consider your target customers. Use tie-ins with local or special news events.
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Transnational Advertisers Multinationals often spend large sums of money on advertising overseas. Multinationals adopt TWO major ways of advertising overseas: Standardized and Customized. Standardized: MaxFactor and HP. Customized: McDonalds, Coca Cola, Peugeot.
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Discussion Question “OLYMPUS”- Camera Design a mini-advertisment for OLYMPUS. You may adopt either a Standardised or a Customized Approach. You must specify what locations/countries it is targeted for. You must invent a SLOGAN relevant to the product.
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