Advertising: Principles and Practices

Preface to the Media RichPowerPoint Set

By Katrina M. Olson, M.S.

Instructor, Fine & Applied Arts, Parkland College, Champaign, IL

Instructor, College of Liberal Arts and Sciences, Department of EnglishUniversity of Illinois at Urbana-Champaign

Instructor, College of Communications, Department of Advertising,University of Illinois at Urbana-Champaign

OverviewOverview

• Welcome to the Media Rich PowerPoint slides to accompany Advertising: Principles and Practice, 8th edition.

• Each chapter presentation covers the major concepts in the text plus many exciting and relevant, real-world examples.

• You may want to adapt the presentations to fit your areas of interest. Or, you may want to change the discussion questions to match your areas of focus from the chapters.

• If you have any questions about these presentations, please contact me at katrinao@uiuc.edu, kolson@parkland.edu, or katrina@olsonmarketing.net

Chapter IntroductionChapter Introduction

• Each presentation begins with Questions We’ll Answer, which complements the major headings from the chapter.

Questions WeQuestions WeÕÕll Answerll Answer

• What is advertising and what are itskey components?

• What are advertisingÕs main roles, andwhat are the most important types ofadvertising?

• Who are the key players in advertising?

• How has advertising evolved, and howhave these developments affectedcurrent advertising practice?

1-3Prentice Hall, © 2009

Slide TypesSlide TypesInformation slides feature key points from the book, a visual aid, and when appropriate, a principle highlighted in the margin of the text.

Many slides feature figures from the text, along with explanations.

In several of the presentations, you’ll find tables that have been reprinted or recreated from the text.

12-22Prentice Hall, © 2009

Table 12.3 TaylorÕs Six-Segment Strategy Wheel

The wheel dividesmessage strategy into twogeneral viewsŠtheTransmission view andthe Ritual view. These areroughly equivalent to ourŅheadÓ and ŅheartÓstrategies.

8-39Prentice Hall, © 2009

PackagingPackaging

• Both a container and acommunication vehicle

• Constant brand reminderonce at home or office

• Presents brand image andcommunicates criticalbenefits information

• Can deliver benefits likerecipes

Principle:A package is the last ad a customer sees before

making a decision on which brand to buy.

15-40Prentice Hall, © 2009

Advantages

Targeted

Engages attention

Complete information

Convenience

Description

Can be directed at specific market segments.

Employs high-quality design and photography (see AlstoÕs cover).

Extensive product information and comparisons are provided.

Offer a variety of purchase options.

Table 15.2 Advantages and Disadvantages of Catalogs

Disadvantages

Negative perceptions

Costs

Response rate

Mailing list

Description

Catalogs are viewed as junk mail by many recipients.

The cost per thousand of catalogs is higher than mass media.

The response is relatively low at 3 to 4 percent.

Databases must be constantly maintained.

Slides With Links To Web SitesSlides With Links To Web Sites

• Web slides give you the opportunity to click to a Web site for more information.

• Just look for slides with the computer icon as shown on the sample slide.

• Make sure you check the links before class as Web sites often change URLs.

• Most of these Web site links are for organizations specifically mentioned in the text.

Animation Boosts Click-Animation Boosts Click-ThroughsThroughs

10-13

• Use of technologylike Flash and Javascript can doubleclick-through rates.

• Games, contests,interviews, andmusic videos

Prentice Hall, © 2009

Visit theSite

Slides With Video SnippetsSlides With Video Snippets

• You’ll find video clips embedded on the following slides: 1-34, 6-11, 7-25, 8-13, 12-16, 13-6, 18-11, and 19-4.

• These clips run from 30 seconds to 1 minute and 15 seconds, and are taken from full video segments offered with your text.

• To play the videos in Quicktime, simply click on the remote control icon, as circled here, while in Slide Show view.

19-4Prentice Hall, © 2009

Impact: How does it work?Impact: How does it work?

• Many executive feel advertising is onlysuccessful if it produces sales.

• Others feel advertising should emphasizelong-term brand building.

• If advertising delivers the desiredcommunication effects, butsales donÕt increase, was theadvertising ineffective?

Video SnippetAFLACÕs initial campaign

created 89% brandrecognition.

ConclusionConclusion

• These PowerPoint presentations have been designed to work for large lectures as well as small discussion classes.

• Good luck and have a great semester!