Tuesday, April 23, 2013
Thursday, April 18, 2013
Tarketing Markets
Targeting Markets
Next time you’re watching TV, pay close
attention to the commercials. If you’re
watching a football game, chances are
you’ll see commercials for beer, cars, and snack
foods—the sort of products that appeal to sports
fans. If you switch over to the Lifetime Channel,
you’re more likely to see sappy spots for long-distance
companies, packaged foods that appeal to
moms, and assorted items geared to affluent
women. On Cartoon Network, you’ll find plugs for
animated movies, video games, and other things
that appeal to young males.
The fact that commercials tend to reflect the
programming they appear during is no accident.
Advertisers design commercials to appeal to particular
audiences, then place them on the TV programs
that that audience is most likely to watch.
Television producers know this, of course. So programs
and networks are created with an audience in
mind—an audience that will be lucrative for a particular
set of advertisers.
Sometimes the audience is a “mass” or general
audience. Network television focuses on such large
audiences, with shows like Seinfeld, Law & Order,
and 60 Minutes. The advantage of mass marketing
lies in economies of scale. The larger the audience,
the less an advertiser pays for each individual
ad impression.
With niche or target marketing, on the
other hand, the audiences are comparatively smaller.
Specialized cable television networks and consumer
magazines are examples of niche-oriented media.
Nickelodeon, for example, targets relatively upscale
children; MTV targets teens and young adults. For
niche marketers, the quality of the audience is more
important than the quantity. A company selling soccer
balls, for instance, would rather reach an audience
of 5,000 soccer players than a general audience
of 30,000. (Soccer players, in this case, constitute
“high quality” since they are the most likely to
buy.) A company that sells hemp sweatshirts will
want to advertise in a targeted medium like High
Times. Luxury car sellers advertise in The New
Yorker and The New York Times Magazine, periodicals
that target an affluent, educated audience.
Though mass audiences dominated media in
the past, companies are increasingly targeting smaller,
more specific audiences. This is due to three
main factors:
1. Computer databases and other technological
advances have made targeting easier.
2. The proliferation of media outlets. Up until
the 1980s, viewers had only three national TV networks
to choose from. At any given time, most
households watching TV were watching one of
three channels. The rise of cable television fragmented
the television audience so that everyone
wasn’t watching the same thing anymore. The rise
of the internet and the proliferation of magazine
titles and other new media also contributed to
breaking up mass audiences.
3. Targeted ads are more effective. The amount
of advertising continually increases and this “clutter”
means that that few people respond to mass marketed
messages. Ads targeted to a consumer’s
personal interests are more likely to be noticed.
Due April 30
Next time you’re watching TV, pay close
attention to the commercials. If you’re
watching a football game, chances are
you’ll see commercials for beer, cars, and snack
foods—the sort of products that appeal to sports
fans. If you switch over to the Lifetime Channel,
you’re more likely to see sappy spots for long-distance
companies, packaged foods that appeal to
moms, and assorted items geared to affluent
women. On Cartoon Network, you’ll find plugs for
animated movies, video games, and other things
that appeal to young males.
The fact that commercials tend to reflect the
programming they appear during is no accident.
Advertisers design commercials to appeal to particular
audiences, then place them on the TV programs
that that audience is most likely to watch.
Television producers know this, of course. So programs
and networks are created with an audience in
mind—an audience that will be lucrative for a particular
set of advertisers.
Sometimes the audience is a “mass” or general
audience. Network television focuses on such large
audiences, with shows like Seinfeld, Law & Order,
and 60 Minutes. The advantage of mass marketing
lies in economies of scale. The larger the audience,
the less an advertiser pays for each individual
ad impression.
With niche or target marketing, on the
other hand, the audiences are comparatively smaller.
Specialized cable television networks and consumer
magazines are examples of niche-oriented media.
Nickelodeon, for example, targets relatively upscale
children; MTV targets teens and young adults. For
niche marketers, the quality of the audience is more
important than the quantity. A company selling soccer
balls, for instance, would rather reach an audience
of 5,000 soccer players than a general audience
of 30,000. (Soccer players, in this case, constitute
“high quality” since they are the most likely to
buy.) A company that sells hemp sweatshirts will
want to advertise in a targeted medium like High
Times. Luxury car sellers advertise in The New
Yorker and The New York Times Magazine, periodicals
that target an affluent, educated audience.
Though mass audiences dominated media in
the past, companies are increasingly targeting smaller,
more specific audiences. This is due to three
main factors:
1. Computer databases and other technological
advances have made targeting easier.
2. The proliferation of media outlets. Up until
the 1980s, viewers had only three national TV networks
to choose from. At any given time, most
households watching TV were watching one of
three channels. The rise of cable television fragmented
the television audience so that everyone
wasn’t watching the same thing anymore. The rise
of the internet and the proliferation of magazine
titles and other new media also contributed to
breaking up mass audiences.
3. Targeted ads are more effective. The amount
of advertising continually increases and this “clutter”
means that that few people respond to mass marketed
messages. Ads targeted to a consumer’s
personal interests are more likely to be noticed.
TARGET MARKETING ASSIGNMENT
Come up with an idea for a new magazine that targets an untapped,
niche market. What would appear on the cover? What features would
appeal to this demographic group while also appealing to companies
that might advertise? Design a cover page for a sample issue, listing
examples of key stories, promotions, and other items that might draw
readers in. A simple drawing is all you need to illustrate the magazine
covers or advertisements. You can either sketch it out by hand or put
something together on the computer—whatever you prefer. Due April 30
Saturday, April 13, 2013
Thursday, April 11, 2013
Monday, April 8, 2013
Chapter 11 - Print Ads
Chapter 11 Powerpoint
Quiz for Chapter 11
HOMEWORK:
Using the Maine Times Record rate card on page 297, answer the following questions about advertising in the Times Record:
- How far in advance must display ads be submitted?
- How far in advance may an ad be cancelled?
- How much are charities charged per column inch for a weekend ad?
- How wide is a 3-column display ad?
- How much more would it cost to run a two-color ad?
- How much of a premium would you have to pay to have your ad on the weather page?
- How much of a price break would you get if you ran your ad a second time, two days later?
Thursday, April 4, 2013
Marketing - The Merchants of Cool
http://www.pbs.org/wgbh/pages/frontline/shows/cool/view/
HOMEWORK:
Finish watching the movie and do the following:
“MERCHANTS OF COOL” WRITING ASSIGNMENT
The filmmakers refer to what they call “a feedback loop,” wherein media outlets
watch teens and reflect them in programming; and teens in turn watch the media and
imitate the media image of teens. What do you make of this? Have you observed the
media imitating teens? Or teens imitating media? Or both? Why do you think the
media does this? Why do teens? Draw on examples in the documentary and/or your
own personal experience. You may also want to watch MTV, the WB, or other teen-
targeted programming and discuss what you see there. (Does it reflect the filmmakers’
argument? Explain.)
Monday, April 1, 2013
Tuesday, April 2
Your Ads are due today. Also, please remember to take the quiz and email the results to me.
Thursday, March 28, 2013
Chapter 10 - Producing Ads
Quiz
Powerpoint for Chapter 10
Article on Creating TV Commercials
Wikipedia on Printing
HOMEWORK: Typeface
makes a strong contribution to the overall effect of an advertisement. Create
ads with appropriate typefaces for three of the following media products.
(Typefaces are not restricted to those discussed in Commercial Break 10–A.) You
may design your own typefaces or select them from the choices in a word
processing program.
a. The Gettysburg Address
b. The King James Bible
c. Stephen King’s (or Stanley Kubrick’s) The Shining
d. A DVD collection of Friends episodes
e. A boxed set of “Barney’s Greatest Hits” CDs
f. An astronomy textbook
g. A collection of Lord of the Rings
DUE: April 1
Tuesday, March 12, 2013
Product Placement
Link to Powerpoint
Key Facts & Quotes:
In 2006 the product placement industry in film was worth $3.6 billion and should reach $9 billion by the end of the decade.
"Seamless brand integration" means that books, cartoons, video games and even television shows are now the hottest vehicles for advertisers to get their products in front of a target audience. (from Washington Post news story)
"It's deceptive advertising, it's dishonest advertising, it sneaks by our critical faculties and plants its messages in our brains when we are paying less attention." (Gary Ruskin, Commercial Alert, quoted in CBS News Story about TV stealth product placement)
"We're not trying to make a two-hour commercial, but rather cast our products in an entertaining environment," said Dave Rooney, director of Chrysler brand marketing.
Introduction
One of the areas of advertising that has exploded in growth is known as "product placement."
What is product placement?
PRODUCT PLACEMENT is the process which integrates an advertiser's product into movies and TV shows for clear, on-screen visibility. It is part of the rapidly expanding entertainment industry reaching millions of people daily through movies, television, and video.
With the advent of new technologies, which allow home TV viewers, to zap (erase) commercials, advertisers have invented new ways of integrating their product into the plot of programs.
Product placement is a big business. Although it is rumored that product placement began in 1982 with Reese's Pieces in E.T., the truth is that it had been a growing practice decades before. The film ET with all its product placements, almost 2 dozen different brands in all, helped bring awareness and discussion of the practice to the public. There are many companies whose sole responsibility it is to link products with TV and films.
This website is designed to create awareness on the part of educators and students to this increasingly important advertising vehicle.
Read: How Stuff Works
Site that Tracks Product Placement in Movies
Product Placement News Site
Transformers: Dark of the Moon on Netflix
Video
Homework - Due 3/26
Do Marketing Activity - Product Placement
Wednesday, February 27, 2013
Thursday, February 21, 2013
Field Trip!
Field Trip to New York
Metropolitan Museum
Friday, March 29, 2013
We will be traveling to
New York by Bolt or Mega Bus. They
leave from 30th street station in Philadelphia and arrive in New
York at 34th St and 11th Avenue
Here are the links to
the schedules and fares.
The cost of the bus will
vary depending upon when you order your ticket, but it runs between $10 and $20
each way. You will need to get the 8:30am bus in order to get to the museum by
11am. It is a good idea to reserve your
ticket in advance!
From the bus station,
here is the route by subway to the museum.
|
Approx Travel Time :
34 minutes
|
Map
|
|
Walk 0.51 miles(10 minutes) South-East to 34TH ST - PENN STATION
C/E (LOCAL)
Take the 168TH ST-WASHINGTON HTS bound Train departing at 10:35 AM Get off at 86TH ST STATION B/C at 10:44 AM Pay Per Ride Fare : $2.25 - Reduced Fare : $1.10 Walk 0.67 miles(14 minutes) South-East to destination. |
|
|
Total
Fare : $2.25 - Reduced Fare : $1.10
|
|
The Metropolitan Museum
will be hosting an exhibit entitled “Impressionism and Fashion.” We have reserved audio tours of the
show. The cost of admission is
$13.00 per student.
We will be meeting at the Museum at 11am.
Following the visit to
the museum students can go fabric shopping in the garment district. (39th and
40th Streets, between 7th and 8th Avenues.)
Mark Vitulano, Window
Designer, formerly of Barney’s New York, will be available to talk to Retail
Strategies students about Visual Merchandising.
This is a great time to
enjoy some of New York’s delicious restaurants, as well!
Ms. Crooks and Ms.
Curtis will be taking the bus home at around 7pm.
Chapter 9 - Creative Execution - Art and Copy
Chapter 9 Quiz
Powerpoint for Chapter 9
Web Ad for Phillips TV 21.9
What kind of commercials are these?
Wednesday, February 13, 2013
Creating Ads: Strategy and Process
Chapter 8 Powerpoint
Chapter 8 Quiz
Madmen - a show about the dawn of the Advertising Age. Watch minutes 12-17 and from minute 27
Homework: The Client that you are going to create a pitch for is Whole Foods Market. Here is their website, and you can find more information by Googling them.
Your team should work together to write a Creative Brief.
It should address these points:
• What is the basic problem that this advertiser needs to address?
• What is the objective of the advertising?
• What is the target audience?
• What key benefits do you need to communicate?
• How will your strategy support those benefits?
• What is the Brand Personality?
• Are there any special requirements?
Each member of the team should write up a draft addressing these points and bring it to class on Tuesday. You will be given time to work together as a group to refine your Creative Brief in class on that day.
Do the online quiz, and email it to jcrooks@harcum.edu
Reading:
Chapter 8 in the text
Tuesday, February 12, 2013
Tuesday, February 12
Quiz!
Please go to the textbook site: HERE
Take the online quiz, and email the results to jcrooks@harcum.edu. You may use your textbook for the quiz.
The results are due on Thursday, February 14.
Sunday, February 3, 2013
Superbowl Advertising
Broadcast vs. Narrowcast
The High Point of Broadcast Advertising - The SUPERBOWL!
The Superbowl has been the most watched American Television broadcast each year.
In 2011, it was the most watched show of all time, with 111 million viewers.The Super Bowl is also among the most watched sporting events in the world, mostly due to its North American audiences, and is second to the UEFA Champions League final as the most watched annual sporting event worldwide.
As a result of being one of the few annual events to achieve such wide viewership, many high-profile television commercials are broadcast during the game, often coming from major brands (such as Budweiser, who annually airs spots during the Super Bowl; with notable campaigns such as the Bud Bowl and the Clydesdales), and smaller or lesser-known brands seeking the exposure that can be obtained through Super Bowl advertising.
However, this amount of prominence has also carried a high price: at Super Bowl XLVII in 2013, the average cost of a 30-second advertisement was around $4 million.
Super Bowl advertisements have also become a cultural phenomenon of their own; many viewers only watch the game to see the commercials, while national surveys (such as the USA Today Super Bowl Ad Meter) judge which advertisement carried the best viewer response.
Benefits
Due to the critical mass of viewers who view the game yearly (covering numerous demographics and age groups), airing a commercial during the Super Bowl can prove to be valuable for advertisers seeking an audience for their products and services.As such, the network who broadcasts the Super Bowl can also charge a premium on the advertising during the game, to the point where marketers have raised concerns that Super Bowl advertising has become so expensive that the sales the advertising produces do not pay for the cost of buying ad time: some major Super Bowl advertisers, such as General Motors and Dr. Pepper, have dropped Super Bowl advertising entirely due to its increasing cost.[3]
Early Advertisments
Several notable commercials aired during Super Bowl games during the 1970's. In 1973, Master Lock first ran an advertisement demonstrating the strength of its locks, by having a person shoot it with a gun in a failed attempt to breach it. The advertisement proved popular, and Master Lock would run other versions of the ad yearly during later editions of the Super Bowl throughout the 70's and 80's..[9] In 1977, Xerox aired a Super Bowl advertisement entitled "Monks"; starring Jack Eagle as a monk named Brother Dominic discovering that he could create copies of a manuscript using a new Xerox photocopier.Controversy:
A number of Super Bowl ads have been blocked by networks' Standards and Practices departments (or became controversial themselves) due to concerns surrounding their content. Political advertising and most direct forms of issue-related advertising are usually not aired during the Super Bowl due to equal-time rules or other factorsThis Year's Most Notable Commercials:
Thursday, January 31, 2013
The Business of Advertising
QUIZ
Powerpoint for Chapter 3
Review Questions:
 |
|
|
- Almost half of advertising dollars are spent on local advertising. Why is local advertising so important?
- What are the four types of local advertising and what purpose do they serve?
- Why do wholesalers and manufacturers provide co-op advertising funds and materials to local advertisers?
- What additional challenges are faced by companies that advertise internationally?
- How do the media in other countries tend to differ from that which we are accustomed to in the United States?
- Why do so many advertisers hire ad agencies?
- In what ways does the role of an Account Planner differ from that of an Account Executive?
- What are the most important things an advertiser should consider when selecting an agency?
- What is the best way to compensate an agency? Explain your answer?
- What are some things that agencies will need to do to adapt to the media options created by new technologies?
RESOURCES:
-->
AAAA
|
|
Advertising
Age
|
|
Advertising
Age Data Center
|
|
Procter
& Gamble
|
|
Honda
USA
|
|
McDonald’s
|
|
WPP
|
Homework:
Due Tuesday, 2/11
Select an advertising agency that interests you. You may admire its campaigns or you might be interested in it as a possible employer. Write a review of the agency organization and philosophy including as much of the following information possible. Consider using the Standard Directory of Advertising Agencies, Web sites, annual reports, Advertising Age, and Adweek as sources.
Example:
Media Placement Group is a marketing and media management company, based in Boca Raton, Florida. Founded in 1986, MPG was established to meet the needs of companies seeking superior quality media planning and buying services.
• Agency size: billings and number of employees
30 employees
• Corporate affiliation (part of a holding company?)
No
• Locations of major offices
Boca Raton, Florida
• Top officers of the company
Cindy Kurtz
Brad Kurtz
• Key clients
Compass
Furniture
GCO Carpet Outlet
Floorz
St. Charles Vision
Reed's Jewelers
Jenss Décor
GCO Carpet Outlet
Floorz
St. Charles Vision
Reed's Jewelers
Jenss Décor
• Most notable campaigns
Seminole Casinos
• Agency philosophy
MPG's approach to media management is based on
the commitment to increase our clients' profitability by maximizing the return
on their advertising investment. MPG has developed expertise in buying all
media (print, television, radio, away-from-home) across a wide range of
industries. Currently, MPG places advertising in more than 400 cities across
the U.S.
• What makes this agency unique?
MPG's philosophy is simple. They spend their
clients' advertising dollars as if they were their own.
If you were an advertiser seeking an agency, why might this agency appeal to you? What if you were a job seeker?
- This agency is appealing to an advertiser
because they are committed, honest, and dedicated to satisfying their clients
needs.
- This agency is appealing to a job seeker
because it is a good size agency with dedicated members and strong ethics and
values.
Secondary Homework:
The class has been divided into two competing ad agencies. Decide among yourselves what role you will play in the agency. Examples: Account Manager, Account Planner, Art Director, Copywriter, Research Dept. Come up with a name for your agencyReading: Chapter 3
Tuesday, January 29, 2013
Updated Attendance Policy - please read.
This is the attendance policy as stated in the syllabus:
"a. Attendance Policy
i. Students are expected to attend all classes. Please refer to the College Handbook for further clarification of the Harcum policy on attendance.
ii. Students may be permitted one absence at the discretion of the Instructor. Students should notify the Instructor of an anticipated absence, so that work can be made up in a timely manner.
iii. Students are expected to be in class on time, so that they do not miss instructions for the day’s activity."
In light of the attendance issues thus far, I will be amending this policy.
Updated Attendance Policy:
If a student is absent for more than two classes, their grade will drop one letter grade for each additional absence.
Exceptions will only be made with permission from the instructor.Monday, January 21, 2013
Week Two - Chapter Two - Ethics of Advertising
Powerpoint for Chapter Two
Celebrity Endorsements - Tag Hauer Watches - http://us.tagheuer.com/
Advertising and the First Amendment - http://www.lawpublish.com/amend1.html
Public Service Announcements Ads: http://www.ftc.gov/opa/1999/05/doans.shtm
What is the line on Nudity or suggestiveness?
http://www.abercrombie.com/http://www.victoriassecret.com/
http://www.americanapparel.net/advertising/
http://ww5.komen.org/BreastCancer/WarningSigns.html
Advertising to Children
Are these Ads Offensive?
Ads are required to tell the truth about the health effects of their products.
READING:
Harmful Substances
Key Rules for Advertising
Homework:
Find three advertisements that you feel are socially unacceptable and three that you feel raise the social conscience of consumers. The students should evaluate the social acceptability of an ad based on the issues discussed in the chapter and not merely on their personal reactions to a particular product. Students should prepare their reasons for finding an ad unacceptable and, where appropriate, make suggestions as to how the ad could be changed to make it more acceptable. The socially acceptable ads they choose may portray people or products in ways that raise our consciousness. Such ads might, for example, urge consumers to use the product in moderation (e.g., “designated driver” concept).
This analysis should be typed and accompany the ad.
Tuesday, January 15, 2013
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