Launch! Advertising and Promotion in Real Time, 2009a

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3.2 The Good: Advertising Enhances Our World LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. Describe the prosocial aspect of advertising and advertising institutions. 2. Explain the concept of green marketing and its impact on contemporary advertising. Advertising is part and parcel of the daily world in which we all live—it’s the lifeblood of popular culture. It’s also an incredibly powerful mirror that reflects our values, aspirations, and fears (whether of social rejection, financial hardship, or just plain body odor). True, we may not always like what we see in this mirror. And it may not deliver a totally accurate reflection—like the looking glass in a funhouse, it may be distorted to magnify our noblest dreams as well as our basest desires. It’s a formidable weapon that people, businesses, and countries can harness for good or exploit for evil. Advertising Is Culture Is Advertising Advertising’s cultural impact is hard to overlook, although many people do not seem to realize how much these pervasive messages influence their preferences for movie and musical heroes, the latest fashions in clothing, food, and decorating choices, and even the physical features that they find attractive or ugly in men and women. For example, consider the product icons that companies use to create an identity for their products. Many imaginary creatures and personalities, from the Keebler Elves to the Burger “King,” have at one time or another been central figures in popular culture. Although these figures never really existed, many of us feel as if we “know” them. Check out the Icon Advertising Museum that will soon open in Kansas City to learn more. Even better, visit the museum’s Web site to see how many icons you recognize: http://advertisingiconmuseum.org. To give you a head start, here are the most popular spokescharacters of 2008, according to research done by the research company Marketing Evaluations, which measures the public familiarity and appeal of more than six hundred characters featured in advertising campaigns: 1. Mars’ M&Ms characters Saylor URL: http://www.saylor.org/books Saylor.org 63
2. The GEICO Gecko 3. The AFLAC duck 4. Poppin’ Fresh (aka the Pillsbury Doughboy) 5. Tony the Tiger [1] Advertising pervades all of our lives, and its presence only continues to grow as advertisers expand the formats they use to reach us and as we try to slake our growing appetites for information and entertainment. The average adult is exposed to about 3,500 pieces of advertising information every single day—up from about 560 per day thirty years ago. Here’s a statistic to chew on: American Internet users ages twelve and older spend an average of 6.1 hours per day interacting with video-based entertainment. About four of these hours are devoted to television viewing (live and recorded), while the rest goes to video games, Web and PC video, DVDs, and video on mobile devices. This sizeable chunk of time is projected to grow to eight hours per day by 2013. Where will the growth come from? One answer is online video; Nielsen tells us that in 2007 Americans watched 7.5 billion streams and 16.4 billion minutes in total of online video, and children ages two to eleven spend almost one-third of their online time watching videos. Expect advertisers to follow suit. [2] So, is advertising a vapid cloud of superfluous fluff, or is it an efficient and entertaining process that enriches our lives? Obviously that depends on whom you ask. Let’s focus (first) on the reasons we should regard advertising as a glass half full. Then we’ll deal with the negative stuff. Prosocial Advertising Can advertising save lives? Let’s investigate a recent project that answers a resounding “yes!” A public health professor named Val Curtis spent years in the developing world fighting what seems like a simple problem but turns out to be a frustrating battle: get people to wash their hands regularly with soap (sound like your mother?). It turns out that dirty hands spread diseases like diarrhea that kill a child somewhere in the world about every fifteen seconds, and about half those deaths could be prevented with the regular use of soap. Dr. Curtis, an anthropologist then living in Burkina Faso, was almost ready to throw in the towel (pardon the pun). Then she decided to ask some consumer goods companies how they would convince people to wash their hands using the same techniques they rely upon to sell vitamins or deodorant that people tend to consume out of habit. As she observed, “There are fundamental public health problems, like hand Saylor URL: http://www.saylor.org/books Saylor.org 64
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
Page 14 and 15: 1.3 The Pitch: Win the Account LEAR
Page 16 and 17: Initial strategic thinking. Before
Page 18 and 19: Figure 1.9 The Pitch Process How do
Page 20 and 21: 1.4 Let’s Meet the Potential Clie
Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
Page 24 and 25: message to them. What do you percei
Page 26 and 27: LEARNING OBJECTIVES After studying
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Page 30 and 31: MySpace. We weren’t early enough
Page 32 and 33: Specialty print media include bookl
Page 34 and 35: Ad-Supported Content Ad agencies ar
Page 36 and 37: [5] “Traditional Radio’s Digita
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Page 42 and 43: Figure 2.8 A sales promotion is a t
Page 44 and 45: 2.3 Advertising Industry Structure
Page 46 and 47: Figure 2.10 Matrix Organization in
Page 48 and 49: P&G reacted to this problem when it
Page 50 and 51: Media buyers and media planners eva
Page 52 and 53: Within a company, the jobs of the a
Page 54 and 55: [1] Suzanne Vranica, “Ad Houses W
Page 56 and 57: drumsticks and simulated drumhead p
Page 58 and 59: Figure 3.1 Build a Foundation Chapt
Page 60 and 61: 3.1 Economic Effects of Advertising
Page 62 and 63: Broadcast radio and TV rely exclusi
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Page 72 and 73: [8] Mister Snitch!, “Top Ten Reje
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Page 76 and 77: “If you let me play sports, I wil
Page 78 and 79: Categories can be made quite specif
Page 80 and 81: Luxury products are not a bad or wa
Page 82 and 83: [9] Jean Grow and Joyce M. Wolburg,
Page 84 and 85: 3.4 Advertising Regulation: Who Loo
Page 86 and 87: Agencies), the ANA (Association of
Page 88 and 89: [3] American Association of Adverti
Page 90 and 91: about one-half the size of existing
Page 92 and 93: Chapter 4 Consumers and the Communi
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Page 96 and 97: 4.2 Is the Medium the Message? Comp
Page 98 and 99: Figure 4.4 SS+K used actor George C
Page 100 and 101: SS+K developed a comparative messag
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Page 104 and 105: After studying this section, studen
Page 106 and 107: SS+K Spotlight The memes and trends
Page 108 and 109: 4.4 Decision Making LEARNING OBJECT
Page 110 and 111: Motivation refers to the processes
Page 112 and 113: 4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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One really encouraging finding from
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Figure 5.4 Brand Tags Dig Deeper Th
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irreverent British tastes. “In th
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KEY TAKEAWAY Primary data refers to
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magazines they prefer, an agency co
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a. Identify and discuss the signifi
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more natural and objective than int
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Results showed that sportier models
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5.5 Using Research to Guide a Succe
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they wanted to see recipes for ligh
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[1] Quoted in Lisa McTigue Pierce,
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a U.S. Army ad, see yourself walkin
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audience profiling to become more t
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“The key turning point of this wh
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Life stage (e.g., empty-nest parent
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feather flock together”). PRIZM (
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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6.4 Exercises TIE IT ALL TOGETHER N
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
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You can list the pros and cons of t
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AD-VICE 1. A company is trying to d
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We are now eight months prior to th
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After studying this section, studen
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Just as people have personalities,
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KEY TAKEAWAY The power of branding
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well. It may also reveal indirect c
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ealistic feel for its market positi
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In contrast, opportunities and thre
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8.3 Define Where You Want to Go: Se
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You’ll learn more about how these
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adio, or read magazines. It may als
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Figure 8.5 Anatomy of a Creative Br
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Figure 8.7 The Communications Brief
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KEY TAKEAWAY This section described
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2. Is there a Chick-fil-A in your n
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Chapter 9 Choose Your Communication
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direct mail people, whoever else yo
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Campaigns that utilize multiple med
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9.2 Elements of the Promotional Mix
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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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9.4 Exercises TIE IT ALL TOGETHER N
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
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Lack of messaging. Although sponsor
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KEY TAKEAWAY Traditional media incl
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10.2 New Media LEARNING OBJECTIVES
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In order to maximize the effectiven
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presented by Craftsman at Sears,”
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As the tip of the iceberg, MTV rece
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are used to getting from real-world
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where they select the flavor of the
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catch up to Google (which provides
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[16] Quoted in Paul Hyman, “Burge
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2. Demonstrate how media planning i
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A common place for these negotiatio
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Cost per thousand (CPM) Calculation
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outdoor advertising, online banner
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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11.1 Execute on Media Platforms LEA
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Figure 11.4 The other campaign opti
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Figure 11.8 The client’s new logo
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Subject matter, composition, color,
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visually.” Sound effects reinforc
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from the opposite direction seeing
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TV: Online ads are like TV commerci
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The total spending on alternative m
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[6] Quoted in Martin Pazzani, “Ma
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is a more accurate measure of likel
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position for Apple as revolutionary
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prompted the viewer to think about
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11.3 Exercises TIE IT ALL TOGETHER
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products? What do you think the fut
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Chapter 12 Make the Message Sell: S
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1. Define relevance and resonance.
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The common denominator among the mo
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[5] Quoted in Geoff Colvin, “Sell
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In 2007, Dial rebranded its Soft &
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It also helps when viewers don’t
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The solution? Advertisers need to s
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[2] David Carr and Tracie Rozhon,
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providing our consumers with even m
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Tupperware Chairman-CEO Rick Goings
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KEY TAKEAWAY An executional framewo
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1. Characterize the members of an a
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Art direction has grown in importan
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You can explain why having an emoti
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3. Go to at least one favorite maga
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accomplished this by designing mult
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As you saw in the media plan we pre
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13.4 TV Another important element o
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Figure 13.7 The banners titled “P
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The “Keywords” banner ads were
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13.7 NewsBreaker Game Another insig
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13.8 NewsBreaker Live The final pus
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13.10 Spectrum Home Page Figure 13.
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14.1 ROI: Show Me the Money LEARNIN
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Marketers echo this pessimism; many
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The ROI for any campaign must relat
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[1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
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