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Advertising, PR & Ethics

UNIT 5

Understanding Ads

ADVERTISING

The American Advertising Federation has eight standards for what makes a great ad.

Your textbook does a really good job of explaining the six types of advertising and the four groups in the advertising business. Please review those carefully because you will see this again. In this lecture, we are going to start by taking a look at the criteria for what makes a good ad.

8 Things

Ads Need

8 Things Needed for a Quality Ad

1. Call to Action

This is ad is widely considered one of the ads ever made, and certainly the best viral ad. What is its call to action?

8 Things Needed for a Quality Ad

2. Tell a Simple Story

8 Things Needed for a Quality Ad

3. Create emotional appeal.

Advertisements appeal to basic emotions. Take look at these ads and consider what emotions they illicit. Your textbook tells you more about Jib Fowles' list of emotional appeals.

8 Things Needed for a Quality Ad

4. Make Easy Arguments

Making an easy argument connects the ad's point to your product or service.

Bad example: It aired only a handful of times because the argument was well... You'll see.

Great example:

Best ad ever made. Aired on the 1984 Super Bowl only once when Mac announced its version of the home computer to compete with the PC. Plays off of the book and movie 1984.

8 Things Needed for a Quality Ad

5. Show, don't just tell

8 Things Needed for a Quality Ad

6. Sensory language, images

8 Things Needed for a Quality Ad

7. Pacing is everything. Give the audience time to process.

8 Things Needed for a Quality Ad

8. Identifable music.

The unique visuals alone are enough to set this ad apart. But with some cool dancing silhouettes in the mix, you’ve got a perfect song–brand pairing. After this ad was released, the Apple iPod forever became synonymous with “Are You Gonna Be My Girl?” In fact, the band Jet became so popular after this ad that Mashable labeled the art of bringing an obscure artist into the limelight the “Apple Effect.”

Finding the Audience

Finding

the

Audience

A truth: The function of all commercial mass media is to deliver an audience to advertisers.

Finding the Audience

Finding the Audience

Advertisers want a demassified, narrowcast, or target audience. There is a whole industry built around finding how to reach the right person for the right product.

What doesn't work: Subliminal advertising

In 1957, James Vicary claimed he had made a startling discovering at his movie theater in Fort Lee, New Jersey. He said he flashed messages across the screen for a third of a second reading ‘Eat Popcorn’ and ‘Drink Coca-Cola’. He claimed his sales went through the roof. But when his test could not be replicated, he eventually admitted that he had made the whole thing up. Nonetheless, lots of people have made lots of money selling products for weight loss and to stop smoking based on the belief of subliminal messaging. It just isn't real.

Getting good data

You just cannot make people buy things, but advertisers do try to predict what people will spend money on. Surveys or polls are used to try to generalize what a large number of people will do by asking questions to a small group or representative sample. The first known poll happened in 1824 and accurately predicted Andrew Jackson would beat John Quincy Adams in the popular vote for the U.S. president. (Neither the poll nor the popular vote did Jackson much good because ultimately Adams won when the final vote was taken to the electoral college and the Congress.) But the poll did predict behavior.

Getting good data

Advertisers today don't need to know what most people will do ... they need to know what their target audience will do. Nielsen has been doing market research since 1923. It now measures what you watch in every type of viewing channel: from traditional TV to your mobile phone.

Getting data from all market segments

Nielsen can identify potential customers for advertisers and truly diversify their reach.

Finding the right audience

One way to find the audience is to analyze what people value, what their attitudes are, and how they live (VALs). Check out psychographics in the link for your discussion board assignment on VALs. Once you know how people think, you can figure what they might do.

By identifying how people make decisions, then it's easier to predict who might call a cab versus who might call Uber.

Geodemographics

Psychographics are not the only way to identify audience. Geodemographics combines survey data on specific geographical area with economic profiles and demographics.

PRIZM is a leading geodemographics company

Here are some PRIZM categories

These categories are sorted by and within zip codes.

PRIZM can predict preferences

Public Relations

Public Relations Society of America's definition of PR:

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

PUBLIC RELATIONS

A Profession is Born

PR

HISTORY

Advertising has been around at least since the printing press and public relations at least dates back to Julius Caesar's auto-biography of his military successes. Modern public relations as a profession began a hundred years ago.

In large part, PR is response to unions. You remember the Rockefeller family and Ida Tarbell investigating Standard Oil. Well, John D Rockefeller, Jr., was also having a hard time in 1914.

IVY LEE

He owned a number of mines in Colorado. T...

He owned a number of mines in Colorado. The miners went on strike because of poor working conditions and low pay. They were kicked out of their company-owned mines and set up a tent city.

Federal officers fired on striking miners and then burned the town to the ground. Dozens of miners were killed. Four women and 11 children hid underground and died of smoke inhalation.

By the time Rockefeller was ready to deal with his image following the Ludlow massacre, newspapers had moved on to other stories and weren’t interested in repairing his. He hired Ivy Lee to go out to Colorado and check out the situation.

Ivy Lee

In Colorado, Lee not only had dinner with local company heads, but also spent time with the foreman and even stayed in a boarding house and ate with the miners to hear from everybody. He discovered a couple of things that were really important: the general public had no strong feelings about the union, but they were really mad about the military response to strike. Middle managers were not listening to anybody below them and were acting like little demigods. Most importantly, false information was running rampant about how the Rockefellers did business. So, he decided to put out the correct information. Lee advocated for openness – good business practice and transparency enhances public trust. These are the practices on which public relations is founded.

Lee sent Rockefeller to Colorado to spend time with the miners … He had him meet directly with national union leaders. Nobody had ever done that before. As your text notes Rockefeller danced with every miners’ wife in Colorado … he gave pep talks to workers and then those talks were turned into pamphlets. Rockefeller was charming. They liked him and he realized that he liked them. When they started interacting things got better. And Lee knew how to tell that story.

EDWARD BERNAYS

EDWARD

BERNAYS

Bernays also was highly influential within the Public Relations profession. He took the principles of psychotherapy and applied them to business. Watch the next video and if you look online you will find out amazing things he promoted: everything from big breakfasts to cigarettes.

Edward L. Bernays describes his work with the Beech Nut Packing Company and the how bacon and eggs became America's favorite breakfast.

HOW PR WORKS

How PR Works

Let's take a more contemporary look. With 2.5 million college scholarships awarded every year in the U.S., KFC knew it had to cook up something innovative to stir buzz around the brand’s 75-scholarship Colonel’s Scholars program. That’s why KFC and Weber-Shandwick decided to do away with the tired old college scholarship essay and award a $20,000 scholarship based solely on a single tweet. Students had just 140 characters (including the hashtag #KFCScholar) to convince KFC execs why they deserved a scholarship.

Announced via a USA Today story, the scholarship tweet campaign generated more than 1,000 media placements and tens of millions of media impressions, including two AP Wire stories, multiple stories on CNN Headline News, MSNBC, The Weather Channel and NBC national news. The program also captivated the online world, generating more than nine million social media impressions as a result of tweets during the brief entry period. In all, more than 2,800 applicants tweeted for their chance at $20,000, and the KFC Twitter handle saw a 20% jump in followers in just two weeks. One of those followers was 17-year-old Amanda Russell:

=

Here's the PR process:

  • Research: Client, Problem, Publics
  • Objectives: Develop strategy
  • Programming: Implement plan
  • Evaluation: Track results
  • Stewardship: Be a good citizen

Do the Dew

Mountain Dew is recognized as an off-beat product that moved from marketing itself as a hillbilly drink to the drink of extreme sports and gamers.

The shift

That took more than ads to make happen. It was a carefully planned shift involving research, objectives, programming, and evaluation. Let's look at the new boost for the Dew's push to be the drink for the next big extreme sport.

Using the Dew to highlight extreme sports

The Dew Tour launched in Louisville in 2004 athletes performing in multiple events: BMX Dirt, Park and Vert; Freestyle Motorcross, etc. The promotions involved a coordinated effort of MTV, skateboarding magazines, and eventually social media.

Research: Growth of Drones

Over 800.000 drone owners have registered with the FAA in the last two years. In 2020, drones are expected to be a $5 billion industry. Research shows that drones are the next big opportunity for extreme sports. Dew's market research shows its customers have embraced the extreme sports focus.

Objective: Connect Dew to Drones

Opinions were gathered from Dew fans on the company web site for what a new sport involving drones. Manos Spanos, the senior global director for Mountain Dew, said:

"We are at our best when we get in early and we work with the Dew nation to influence things, create culture, help shape things. And that's exactly how we are thinking about drones ... We are the first big brand to activate around drones and talk so aggressively around this."

Programming: Build the Dew Promotion

Evaluation: Did it work

The "Do The DEW" campaign ran in multiple countries across four continents, including digital viral video, social media, radio, print, among others. They built DEW Nation using integrated marketing communication and public relations plans. Mountain Dew has captured more of the $125 billion non-alcoholic U.S. beverage market. About 20 percent of its users are responsible for 70 percent of its volume ... the key is maintaining close connection to those users.

Crisis Response

Another branch of public relations is called crisis communications.

Let's say something goes wrong ... and something always goes wrong.

Public Relations practionners have options and choices. Some are ethical and some are not.

The Lie

LIE

BP Oil executives told Congress about 5,000 barrels a day were spilling from the Deepwater Horizon spill. Records showed they knew it was more like 60,000 a day. They almost ended up in jail from the lie.

Denials: Easily Disproved

DENY

SeaWorld denied for years that its orcas were in trauma. Photo evidences showed the contrary. In 2016, the park ended its killer whale breeding and shows.

Blame: Pass the Buck

BLAME

Lululemon Athletica, an active wear company, had a problem with its new yoga pants; they were too sheer to wear in public. Rather than admitting to quality control inefficiencies, founder Chip Wilson blamed the fabric’s translucence on overweight women rubbing their thighs together because the pants were too tight for them. That's called blaming the customer.

Shame: Say sorry

SHOW

SHAME

After that really awful blaming statement, the company put out this video. Do you think it shows shame? Is that enough?

Reform: Make it Safe

Samsung launched the Galaxy Note 7 to record preorders in August 2016; however the fanfare start soon took a sharp downturn. A month later, it had to recall over 2 million devices and scrap due to faulty batteries that overheated and exploded.

REFORM

Reform

Reform

The recall cost Samsung $5.3 billion. Samsung aggressively told the media its goal was a 100% recall. Less than three months later, the company reached a 96 percent return rate globally. Thanks to its swift action and initiative in telling the truth and admitting its problem, the organization’s customer base with over a billion people strong is still holding on to their Samsung phone. Here's how Samsung explained it:

Keep the Public Informed

Toyota didn't initially handle its failing brake scandal well in 2010, but was able to regain its reputation by the way it shared information with customers.

INFORM

Ethics

Fairness

Privacy

Conflict of Interest

ETHICS

Advocacy

SOCIAL REPSPONSIBILITY

TRANSPARENCY

TRUTH

INDEPENDENCE

Sissela Bok

Sissela Bok

Bok is my favorite ethical theorist. She specializes in what is called applied ethics. That means she looks at practical ethical problems that you face in professional life. She believes that you mostly should follow rules, but that there may be times when you might have to break them. There may be a really good reason to lie ... but lying always comes at cost. So, if you are going to break a rule, consider these factors:

Bok's Test of Publicity

Bok's book Lying suggests that there are three questions or tests of publicity you need to consider before going against standard ethical expectations.

Bok's Test of Publicity

1. Consult your conscious.

What does your gut tell you? How you justify this to your best friend?

Bok's Test of Publicity

2. What are the alternatives? What might others in your field do?

Look at the professional ethical codes.

Bok's Test of Publicity

3. Hold a public dialogue.

Imagine what others will say about your decision. How will you justify it to them? Are you willing to share what you did and why with the whole world?

Codes of Ethics

Codes of Ethics

Every profession has a code of ethics that identifies its values, basic rules, and aspirations.

What code of ethics does your profession have?

Code of Ethics

Key points:

  • Protect the free flow of information
  • Respect fair competition
  • Be honest and don't decieve
  • Keep client's confidences
  • Maintain the public's trust
  • Be credible

Code of Ethics

Key points:

  • Be honest and accurate
  • Protect confidential information
  • Be sensitive to cultural differences
  • Support the ideals of free speech
  • Do not accept undisclosed gifts
  • Do not guarentee results beyond the power to deliver

Code of Ethics

Key points:

  • Do no harm
  • Foster trust and transparency of the marketing system
  • Embrace values of honesty, fairness, and citizenship

Code of Ethics

Key points:

  • Seek truth and report it
  • Minimize harm
  • Avoid conflicts of interest
  • Be accountable and transparent
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