Mid-Term Movie Break!

http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/

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 30^th street station in Philadelphia and arrive in New York at 34^th St and 11^th Avenue

Here are the links to the schedules and fares. 

https://www.boltbus.com/

http://us.megabus.com/

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.)

http://paulanadelstern.com/fabric/guides/

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!

http://www.timeout.com/newyork/food-drink/best-cheap-eats-in-new-york

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?

 

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

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.

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.

Perhaps the most famous Superbowl ads of all time is the Apple Ad from 1983:

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 factors

This Year's Most Notable Commercials:

 

The Business of Advertising

QUIZ

Powerpoint for Chapter 3

Review Questions:

1. Almost half of advertising dollars are spent on local advertising. Why is local advertising so important?
2. What are the four types of local advertising and what purpose do they serve?
3. Why do wholesalers and manufacturers provide co-op advertising funds and materials to local advertisers?
4. What additional challenges are faced by companies that advertise internationally?
5. How do the media in other countries tend to differ from that which we are accustomed to in the United States?
6. Why do so many advertisers hire ad agencies?
7. In what ways does the role of an Account Planner differ from that of an Account Executive?
8. What are the most important things an advertiser should consider when selecting an agency?
9. What is the best way to compensate an agency? Explain your answer?
10. What are some things that agencies will need to do to adapt to the media options created by new technologies?

RESOURCES:

-->

AAAA	http://www.aaaa.org/Pages/default.aspx
Advertising Age	www.adage.com
Advertising Age Data Center	http://adage.com/datacenter/
Procter & Gamble	http://www.pg.com/en_US/index.jhtml
Honda USA	http://automobiles.honda.com/
McDonald’s	http://www.macdonalds.com/us/en/home.html
WPP	http://www.wpp.com/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

• 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 agency 

Reading: Chapter 3