ADV 318J Study Guide - Final Guide: Whopper, Dan T. Cathy, A Farewell To Arms

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29 May 2018
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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.
)ts 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!!!
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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/dont 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!!
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***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 persons 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
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