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Presentation about Advertising for English A-2 group at SGH.

Emil Bojar

on 21 July 2011

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Transcript of Advertising

Advertising? What do you mean?
communication intended to persuade
- name of a product
- benefit
Branding - the repetition of an image
to associate qualities with the brand
Quite an impression -
spending on ads $385 billion (2007)
History of

The tradition of wall painting -
Indian paintings that date back to
4000 BC
Egyptians used papyrus to make posters
The Middle Ages - the proprietors introduced street callers to announce their whereabouts.
In June 1836, French newspaper La Presse
was the first to include paid advertising
In the early 1920s, radio programs were
usually sponsored by a single business
In the early 1950s, the DuMont Television Network began the practice
of selling small blocks of advertising time to several businesses
A breakthrough The Volkswagen ad campaign - branding
Marketing through the Internet
opened new frontiers
A recent innovation is guerrilla marketing - unusual approach
badly photoshopped pictures
Advertising translations mistakes:
Pepsi's "Come Alive With the Pepsi Generation" was translated into "Pepsi
Brings Your Ancestors Back From the Grave" in Chinese
When Ford launched an advertising campaign in Belgium declaiming
the excellent build quality of their vehicles, the headline
‘Every car has a high quality body’ came out as ‘Every car has a high quality corpse’
The Dairy Association's huge success with the campaign "Got Milk?"
prompted them to expand advertising to Mexico. It was soon brought to
their attention the Spanish translation read, "Are you lactating?"
unfortunately placed ads
overlooking the obvious
lack of knowledge
Controversial Advertisment
accusations of racism
offending religious sentiment
Forms of Advertising
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage.
Sponsorship is a cash and/or in-kind fee paid to a property
(typically in sports, arts, entertainment or causes) in return
for access to the exploitable commercial potential associated with that property.
Whether you are looking to reach a highly targeted audience or to communicate to mass users, Cinema advertisements can meet your advertising objectives. It has massive market penetration to 16-35 year olds who are a prime target for any marketing campaign
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
A flyer is a single page leaflet advertising a nightclub, event, service, or other activity. Flyers are typically used by individuals or businesses to promote their products or services. They are a form of mass marketing or small scale, community communication.
A sandwich board is a type of advertisement composed of two boards (holding a message or graphic) and being either:
•Carried by a person, with one board one in front and one behind, creating a 'sandwich' effect; or
•Set up (for example next to a store advertising its goods) in a triangle shape, hinged along the top.
One form of press advertising is a full page spread which provides a company with an optimal exposure to its business. This advert requires a whole page which gives the company excellent coverage.
Classified advertising is a form of advertising which is particularly common in newspapers, online and other periodicals, e.g. free ads papers or Pennysavers. Classified advertising differs from standard advertising or business models in that it allows private individuals (not simply companies or corporate entities) to solicit sales for products and services.
Word of mouth advertising is more influential than any other form of advertising. People believe what their friends and neighbours say about your company, and they remember it for a long, long time.
Modern Advertisments
Appeal to what people love the most – themselves
What they are saying is true;
Social media is about conversations
Know thy customer
With a traditional offline advertising campaign, the client hires an agency to run a specific campaign for a specific period of time. Most of the work is done upfront and once the budget is used up the campaign typically ends.
But that is not how a social media campaign works. In an online environment in which customers expect to have a relationship with brands and in which search engines insure that content never dies, a successful campaign may run for months or even years
We all have ideas and things we want to achieve. Some big, some small. The Orange People Projects application makes it easy for you to plan and invite friends to help you with your project. Don't worry if you don't have a project – you can help other projects achieve their goals.
AIDA is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service:

A - Attention (Awareness): attract the attention of the customer.
I - Interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).
D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs.
A - Action: lead customers towards taking action and/or purchasing.
The most popular platforms include:

Keyword Advertising
Commonly, keyword advertising is also known as pay per click advertising or cost per action advertising. Although, Yahoo was the first company to venture into keyword advertising, it is Google Adwords program which is now most popular for its keyword advertising. Some of the popular search engines, which are into keyword advertising, include Yahoo Search Marketing, Microsoft adCenter, Miva and LookSmart.
In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising. In 2005, spending on in-game advertising was US $56 million, and this figure is estimated to grow to $1.0 billion by 2014 according to Massive Incorporated
In good condition from the very early morning - advertisement of The Eska Radio
Other sectors of controversial advertising
We invite all of you to the urns - terrifying advertisement of anti-smoking campaign
Let us play with tour emotions
- commercial of The Catalonian National Theatre
Advertisement of the campaign held by spanish feminists as an act of protest against banning abortion in Spain and increasing role of church in this case.
Get unhooked - the slogan of one of the british campaigns against smoking. The set of commercials caused a long and fervent debate in the public because of it's very agressive character.
Controversial advertisement of clothing company - Benetton
Perfume by Tom Ford - shockvertising
with nudity as a main attention-catching factor
Mean of shockvertising, popularised by Calvin Klein - suggestive, shocking and expolitative images, considered by some people as "soft porn" even.
Environmental Advertising
Those you would surely name
Those who claim that they care but want their share
Those who prey on environmental problems
Those you never knew existed
The aggressive ones - well known for their
guerilla tactics - right now they're blocking
Vattenfall HQ claiming that the company sticks with old methods of producing energy.
Of course they trespassed.
Everybody knows it as a cool-panda-logo organisation.
What WWF stands for is World Wildlife Fund.
The name pretty much speaks for itself.
They care about rainforests...
...and global warming
"Winter. You will miss it when it's gone."
In China, WWF attached this to vehicles in major cities
Two print ads from WWF anti-pollution campaign
Last year 16 million gallons of oil were consumed
to make plastic water bottles.
Brita wants you to stop using water bottles and instead use
water filters which it just happens to offer. The advert makes
you feel guilty of not having a Brita filter.
Yes, it's Toyota Prius.
Helps protect the environment.
Toyota isn't non-profit though.
"World leader in wetlands conservation",
Ducks Unlimited cares mostly about ducks.
If you care too, you can donate.
Then the ducks can be, well... unlimited.
Bund für Umwelt und Naturschutz Deutschland
(The League for the environment and nature conservation)
"Friends of the Earth"
Ingenious bursting balloon campaign
Diesel "Global Warming" Campaign
... and a good comment that pretty much explains Diesel's advertising policy
Everyone has a mobile phone - another place for adverisments
Full transcript