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Adam "The Mussell" Russell

on 3 March 2015

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Transcript of Advertising

How do the colours used in advertising affect us?
The altering of the truth Creates false expectations
Whats so punny?
Advertising is the art of convincing people to spend money they don't have for something they don't need.

Colour in Advertising
Humour in Advertising
Image Manipulation
Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product.
Humor in advertising tends to improve brand recognition, but does not improve product recall, message credibility, or buying intentions. In other words, consumers may be familiar with and have good feelings towards the product, but their purchasing decisions will probably not be affected.

Photo manipulation (also called photoshopping or—before the rise of Photoshop software—airbrushing) is the application of image editing techniques to photographs in order to create an illusion or deception after the original photographing took place.
25 March, 2014
Vol XCIII, No. 311
Advertising is involved in:
Why do we advertise?
Pulling on your heartstrings
Emotional Advertising
Selling Goods and Services.

Teaching Social Values and Awareness.

Political Advertising.
The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc
Simply put, effective advertising works. Successful businesses are usually consistent and aggressive advertisers.
Consistent advertising gives you an advantage over competitors who reduce or eliminate their advertising. A survey of more than 3,000 companies found that advertisers who expanded or at least maintained a steady level of advertising over a five-year period saw their sales increase an average of 100%, whereas companies that reduced advertising grew at less than half that rate.
Doctoring photographs has been around almost as long as photography itself, but as digital imaging hardware and software has both advanced and come down in price, the practice of digital image manipulation has become much more commonplace and faked photos are becoming harder to detect.
In fact, digital photo manipulation -- commonly referred to as 'photoshopping' -- has recently become a popular pastime, and many consider this photographic fakery to be a new art form. But when it works its way into photojournalism and the media, the issue of ethics comes to the forefront. How far can we take digital image manipulation and still maintain photographic integrity?
The best colours for advertising are those that make people comfortable or excited; knowing which colour does that depends on what is being advertised. Colour schemes can be put into three categories: warm, cool, and black and white. Warm colours include red or yellow, while cool colours are blues and greens. Many corporations choose cool colours because blues and greens are generally associated with knowledge and understanding; other companies choose a black and white ad for a clean look.
Warm Colours

Bright red, orange, and yellow are warm colours and they stimulate excitement. Virtually all logos, advertisements, and menus of fast food companies rely on the extensive research that has been done. Warm colours are some of the best colours for advertising food as they are known to increase hunger. Many restaurants and fast food chains use primarily red and yellow in their advertising.
Cool Colours

Besides knowledge and understanding, some blues are also associated with tranquility. As a result of these peaceful feelings, the colour blue can actually slow a person's heart rate and reduce appetite. Shades of light blue are some of the best colors for advertising medicines and other health products. Light blue can have a calming effect on people and is associated with health and healing.
Audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced. The key to funny advertising is assuring the humor is appropriate to both product and customer.
One of the major keys to a successful humorous campaign is variety, once a commercial starts to wear out there's no saving it without some variation on the concept. Humorous campaigns are often expensive because they have to be constantly changed. Advertisers must remember that while making the customer laugh, they have to keep things interesting, because old jokes die along with their products.
The balance between funny and obnoxious can often be delicate; and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced.
Laws to protect, ways to avoid
Protecting and Avoiding
Ads: everywhere, all the time
The Future: where are we going?
Many a small thing has been made large by the right kind of advertising.

How far is too far?
Ethics in Advertising

Advertising harmful products as good ones
Targeting a vulnerable audience
Changing cultural values for profits
Setting unrealistic standards
Placing profits before people
Disguised and subliminal ads
John Wanamaker
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half'
Average ad blocking rate
Advertising industry is evolving each day and the ones who do not keep up with the trend will face loss in their business.
If you aren't on the Internet, you don't exist.
The trends show that the customers' behavior has changed to the benefit of the Internet.
If they use it...
Celebrity Endorsement
Celebrity endorsements can reap huge rewards for a brand. Yet they have numerous pitfalls that companies should consider before developing an endorsement program.
Help people remember ads.
Celebrity endorsements can improve ad recall.
Make people believe the product contributes to superstar status.
Mobile One uses NASCAR superstar Tony Stewart to endorse its brand, which leads consumers to believe that Motor One oil contributes greatly to the performance of his car—and his success.
Stand out.
Research from Charles Atkin and Martin Block suggests that “celebrities may help advertising stand out from the surrounding clutter.”
Brands are important company assets. Advertisers need to select celebrities who represent the image and promise of their brands. Not all celebrities fit with all brands.
Images change.
Celebrities make mistakes. And when they do, they can affect the brands they endorse.
Celebrities become overexposed.
At the height of Tiger Woods’ popularity, he endorsed over ten companies at once. When a celebrity works with so many companies, the celebrity’s credibility may suffer. People may feel that the celebrity will endorse anything to make a buck.
Celebrities can overshadow brands.
Consumers may focus on the celebrity, not the product. David Beckham endorses a number of companies, which feature him prominently in print advertising. However, his image as the focal point of advertising devalues many products. Do you remember the brand or do you remember David Beckham?
Watch less TV.
The major point of TV is to get you to buy something. Seeing other’s fantasy lives doesn’t help you feel better. A study from the University of Maryland found that unhappy people watch 20% more TV than happy people. This was after analyzing 34 years of data from more than 45,000 people. Happy people spent more time socializing, reading, doing activities outside work.

Be aware when reading magazines.
Everything in the magazines are airbrushed. That gorgeous Martha Stewart meal was prepared by actual cooks. Keep saying to yourself, “It’s not real.” Better yet, quit reading them.

Advertisers like to make you laugh.
They know when you laugh, you feel good. And when you feel good while watching their ad, then you associate feeling good with their product.

New is not always better.
In fact it may not be new, just re-packaged.Do your research before deciding if this new product is better. Same with upgrading to the newest technology. If the technology is working for you, why don’t you hold off on upgrading?

The world is going mobile. Our devices are smart and have a lot of sensors within them. Ads can take use of built-in GPS, gyroscope, motion coprocessor, accelerometer, compass, motions, gestures and more.

Today, around $13.1 billion are spent on mobile ads a year and by 2017 it is predicted to reach $42 billion.
U.S. mobile ad spending more than doubled from 2012 to 2013, and eMarketer predicts strong growth of more than 50% in 2014. While mobile marketers have for years been championing the idea of 'the year of mobile,' it appears their day has finally come.
Nearly 30% of all web traffic is coming from smartphones and tablets.
Susan Wojcicki, Googles senior vice president of advertising, points towards the future of advertising.
1) Choice: Ad views will be voluntary.
2) Control: Users will participate in the ecosystem if we provide enough value and control.
3) Charm: Ads will be more interactive and beautiful.
4) Connected: Ads will help people live their lives on the go.
5) Calibration: All ads will be measured. Clicks will be only one type of measurement.
We want to move to a model where the user is choosing to view an ad, she says.
In order to serve things that are relevant to me, you (ad folks) need to know something about me, she says. It’s really important that the ads are relevant and useful. We know this works.
Scale is the important word here. One format we’ve been working on is engagement ads, which give you an opportunity to be more creative.
Users have multiple devices, their lives are fragmented across many devices. The devices are blurring into each other.
Measuring ads means measuring impact. People viewing ads will only be one form of measuring advertising effectiveness.
Just turn the other way
Willful Ignorance!

“Humans see what they want to see.”
― Rick Riordan,
The practice or act of intentional and blatant avoidance, disregard or disagreement with facts, empirical evidence and well-founded arguments because they oppose or contradict your own existing personal beliefs.
Many times it is practiced due to laziness--people not wanting to have to do the work to rethink their opinions, the fear of the unknown, the fear of being wrong, or sometimes simply close-mindedness.
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