ADV 318J Study Guide - Final Guide: Promotional Mix, Herb Kelleher, Ice Cream
Advertising CLASS 318J Notes!!
What is advertising?
Example: Commercial/ film on Nike website
25th anniversary of Just Do )t
Not on TV, just website. Still advertising!
Advertising can be tremendous, clever, fun
EX: GameStop Christmas commercial done by UT alum.
Salespersonship:
George Carlin Advertising standup video
Example of IBP: Monterey aquarium
Problem: Free admission ticket.
)ts a pricey place
Solution: Seahorses
What made it a success? A mix of IBP tools.
PR
Social Media
Regular Print stories
Local Events
IBP is about brand building!!
EX: Car study. 4 groups of 200 people. The only thing different was the car
model
Evaluate car on Quality, Safety, Desirability
Honda 80
Toyota 70
Nissan 60
Isuzu 40
Branded Entertainment → Fastest Growing Area
Omit 3,11,13, 14 plus social media Ethics and
Globalization boxes
No questions over guest speakers
December 12, 2-3 SAC Auditorium.
Power of Brand Images!!!
find more resources at oneclass.com
find more resources at oneclass.com
EX; Up In The Air (2009)
American Airlines & Hilton paid $0 → screen time valued $14 million
Brands integrated into storyline. Jason Rietman talked to them before
even writing screenplay.
Promotion: Sweepstakes
EX: 67th anniversary of DeBeers A Diamond is Forever campaign
DeBeers defies supply & demand.
Q: How does DeBeers maintain high price? A: Withhold supply
IBP marketing: Tie diamonds to an institution like marriage.
Misplaced cultural values? Can we do something more
productive?
EX: 80 percent of Japanese women now have
engagement rings. None before campaign began.
How do we double the size of the DeBeers Market?
Ring for other hand.
Gay couples/Marriage
Questions about Advertising.
• Does it work?
• Can it do good
things?
• Can it do bad things
Bad: Over-sexualized, unrealistic expectations
EX: Guess? Ad projects the idea that ) need to be like this model
Good:
EX: Homemade ads for lost pets
Smile Train Cleft Pallet charity
ACLU younger prisoners/dont let constitution be rewritten ads
Q: Where does advertising fit in
on this campus? Business?
Psychology?
Q: Is adv. a reflection of cultural
and commerce attitudes? Yes!
Q: Can advertising/IMP increase primary demand? Yes!
EX: Goy Milk? campaign increases milk consumption. Associate milk w/foods
that go w/it.
***High visible/highly conscience ad can affect a consumer beyond belief.
Highly visible highly suspect
YES!!!!!
The Troublesome 4:
• Tabaco
• Alcohol
• Gambling
• Firearms
Advertising is full of contradictions!!
find more resources at oneclass.com
find more resources at oneclass.com
***Everybody is an expert but no one can predict effect of ad on a consumer
What is this course about?
❖ Coming up with big ideas (IBP)!
EX: PORTRAITS American express Annie Levowits campaign!
Unexpected, unique photos. EX: Barbara Jordan,
UT alum, defended constitution during Watergate! Campaign
had two elements, intriguing photos coupled with brief copy.
New Campain: My Life, My Card.
❖ What is clear about this course?
✓ Advertising is at the heart of a market-directed economy.
✓ Competition is at the center of market-directed economy→ ADV.
➢ Business firms are competing to get the consumers
favor.
o Competition is based on information.
▪ Bottom Line: The consumer wants make
informed decisions about how to stretch
their dollar.
The Industry
❖ ADVspend is big business!!
o $$$505 billion world-wide.
❖ Talent and ability hold precedence over seniority! It's about ideas!
❖ The top people are under 35! It's a young person’s field. Why?
Young people can communicate with other young people.
Key factors that lead to IMP success
1. Be creative
2. Enthusiasm
3. hard work
❖ More job opportunities for women. Why?
1. 80% of purchasing decisions made by women.
2.Women life longer!
3.Control wealth
4. Women more creative, enthusiastic, and
work harder
Changing Media Landscape
Adspend Decrease: Print, Directories, Radio
AdSpend Increase: Direct mail, TV, Outdoor
Online-> Superb AdSpend
New player-> Mobile
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Omit 3,11,13, 14 plus social media ethics and. Ex: gamestop christmas commercial done by ut alum. The only thing different was the car model. American airlines & hilton paid sh screen time valued million. Jason rietman talked to them before even writing screenplay. Ex: 67th anniversary of debeers(cid:495) (cid:498)a diamond is forever(cid:499) campaign. Ibp marketing: tie diamonds to an institution like marriage. Ex: 80 percent of japanese women now have engagement rings. Questions about advertising: does it work, can it do good things, can it do bad things. The troublesome 4: tabaco, alcohol, gambling, firearms. Ad projects the idea that (cid:498)) need to be like this(cid:499) model. Aclu younger prisoners/don(cid:495)t let constitution be rewritten ads. ***high visible/highly conscience ad can affect a consumer beyond belief. ***everybody is an expert but no one can predict effect of ad on a consumer. Campaign had two elements, intriguing photos coupled with brief copy. Advertising is at the heart of a market-directed economy.
