Advertising: (Missing history) Informational: "Soap, 5 cents per pound" Brand Differentiation: "Ivory Soap, 99 and 44/100% Pure, It Floats" Suggest new uses, "Soap your neighbor's windows this Halloween with Ivory Soap"- Iced Tea- New solution to old problems, "Carter's Little Liver Pills", "Pre-Viagra Remedies"- Demand Creation: Modern Advertising (1920's) From: informational, brand differentiation, demand creation, to needs creation (psychological) "Reach for a Lucky (cigarette) instead of a Sweet"- Behavioral Theory: Associate with something desirable (Pavlov/Skinner) Advertising Agencies Original Function: Commission Structure Evolved Function: 13,000 Full Service Agencies, Boutique Agencies Inter-public 17%- J. Walter Thompson? Ogilvy and Mather? Young and Rubicam? Grey Global? WPP Group 15%- Publicis Groupe 13%- Omnicom 12%- Four "Mega-Agencies" place half of world's advertising Surveys? Demographic? Focus Groups? High: Achievers? Low: Strivers? High: Thinkers? Low: Believers? Principle/Ideals? Status/Achievement? High: Experiencers? Low: Makers? Action/Self Expression? High Resources/Innovation, Low Resources/Innovation? VALS testing (Values and Lifestyles Testing)? Psychographic? Research (tracking)- Create ads that respond to the research- Media, knowing where to place the advertising- Account Services, dealing with the client- Agency Functions 10.5.09 Monday, October 05, 2009 10:09 AM 10.5.09 Page 1
Want to see the other 1 page(s) in 10.5.09.pdf?JOIN TODAY FOR FREE!