the average person is exposed to more than 2,000 ads per week advertising

The average person is exposed to more than 2,000 ads per week

ADVERTISING

1. Pick a magazine of your choice and select an ad that appeals to you

2. What is the ad selling?

3. What draws you to the ad?

4. What does the ad show?

5. How is product displayed?

6. Why is it appealing?

7. Why is it in this magazine?

SECOND JOURNAL: READ AND WRITE about Arizona McDonalds have a promotion taking place this week during their State Testing!

1. How many readers?

2. How many of these readers are men?

3. What age catergories does the audience profile identify?

4. Why does the audience profile specify the income level of readers?

Promotional Advertising

create interest in product

intro new product/business

explain product

support selling

create new mkt.

YouTube-Emmy 2010

Best Commericals

YouTube- Emmy 2012 Best Commercials

Institutional Advertising

create favorable impression for business

co. role in community

public issues

environment

public health

Education

Institutional Ad Samples

Newspapers

Magazines

Direct mail

Signs

Billboards

Written Form

Oldest form of Adv.

Clio Awards

Advantages

large readership

known circulation

easy to target mkt.

cost is low

ads are timely

Disadvantages

some wasted circ.

limited life

quality is poor compared to mags.

STLTODAY.COMClio Awards

Advantages

Target mkt. easily

read more leisurely

better quality/print

longer life span

Disadvantages

lower target geographically

more expensive

not as timely

Clio Awards

Advertising sent by businesses directly through the mail to prospective customers.

Good form of advertising

Main disadv. - thought of as “Junk Mail”

Clio Awards

Nonstandardized - used by local firms at their place of business or pay rent to off-site locations

Standardized - signs placed near highly traveled roads

22 Good Billboards

Posters - Preprinted sheets put up like wallpaper 3-4 X’s per year.

Painted Bulletins - painted every 6 months.

Spectaculars - ads with moving parts/lights in high traffic areas

Popular but difficult to justify

concern over too many/

environment

Clio Awards

Directory Advertising

telephone dir.

yellow pages

low cost

widely used

updated often

Transit Advertising

public transportation

buses

trains

subways

airline terminals

captive audience

economical

may be defaced

Clio Awards

Radio

Television

Online Streaming

Clio Awards

Advantages

easy to target audience

messages changed easily

Mobile

Clio Awards

Disadvantages

short life span

competition for target audience

listeners easily distracted

Advantages

Creative

believe what they see

more personal/home

reach mass audience

special themes

Disadvantages

very expensive

audience size not always known

commercials/nuisance

Either Email or World Wide Web

Still small part of overall advertising $ spent, but growing steadily

Impression- is a single appearance of an ad on a computer user’s screen

Electronic direct mail- sent via email

Mostly used with pre-qualified groups of people (opt-in email- customer authorizes)

Most cost effective

Easy to update

Easy to personalize

Includes:

Emails, banner pop ups, and social media

Most online ads are banner ads

Can come in all shapes and sizes but norm is rectangle

Interstitital Ads- TV spots that pop up between web pages and are streamed either live or on demand.

Viewer must click on ad to activate

What works best:

Bold colors

top of page placement

Animation

calls to action

Limited frequency exposure

Response rate is 1%

Also called giveaways or advertising specialties

Relatively inexpensive

Useful items featuring company name, brandmark, and message

Practical = more successful Common items:

Hats Calendars Pens Shirts

Distribution is key to success

Example: Nature Valley Granola Bars giveaway granola bars at Vail Ski Resort at Snow oasis during spring break

Introduction to Social Media Power Point

What’s your social media strategy? 2013 Video

Controversial Viral Marketing KSDK

In 2008, approximately 72% of the U.S. population was online. Globally, it was approximately 20%.

No geographical boundaries

Cheaper & flexible than print advertising

Improve credibility and tell your story

24/7/365

For small companies, a web site is the only effective media to connect to a wide audience

Where do you go to get your news and information?

21

Nearly 50% of Americans regard the internet as their

primary source of news and information

Source: Zogby, 2008

Nearly 90% of Americans regard web sites as a

More important source of news and

information than

traditional media outlets

Source: Zogby, 2008

Source: Zogby, 2007 & 2008

Television

Magazines

Newspapers

Blogs

2008

2008

2008

‘08

Radio2008

Internet2008

2007

2007

2007

2007

2007

‘07

0 10 20 30 40 50

Image source: http://web2.socialcomputingjournal.com

WHAT THE

HECK IS

SOCIAL MEDIA ?

Social media is an umbrella term defines:

various activities that integrate technology

social interaction

construction of words, pictures, videos & audio

http://www.wikipedia.org

“Social media is people developing

relationships and having conversations on-line.”

Blogs

Micro blogs (Twitter)

Online Chat

RSS

Widgets

Social Networks

Social Bookmarks

Message Boards

Podcasts

Video Sharing Sites

Photo Sharing Sites

Virtual Worlds

Wikis(…just to name a few. And more are coming.)

Lose control of the “message”

It’s about authenticity & transparency

SPEED, 24/7

Not every voice is important, but everyone has a voice

Participation requires collaboration

Does not replace traditional communication methods

Brand Reputation & Integrity

Domino’s

Customer Service

Best Buy

You tube search Best Buy Customer Service

Building customer loyalty

Mad Men (A&E)

You Tube Hamm vs. Karadashian

Real-time feedback

Starbucks

What sources of news and information do you

trust?

34

Web 2.0 and resulting changing trends in consumer wants/needs is forcing companies to change the way they show up online

We approach everything with a comprehensive online strategy in mind, including web sites and social media tools

Monsanto.com Changes

Introduction of MonsantoToday.com

Launch of “For the Record” issues management section

COMING SOON: Social Media links receiving prime real estate on home page

Monsanto.com

Press Releases

Monsanto Twitter

Monsanto YouTube

Monsanto Facebook

MonsantoToday.com

Monsanto Blog

Search engine traffic to Monsanto.com pages has increased significantly from last year to this year*, which indicates better placement in search engine results.

Google Search: 79.23%

Yahoo Search: 37.83%

MSN (now Bing.com): 42.68%

*Report period July 30, 2007 – July 30, 2008 and July 31, 2008 – July 30, 2009

www.MonsantoToday.com

Well-written

Transparent

Honest

Informative

Useful

No spin

No messaging

Online commenting

www.monsanto.com/fortherecord

New series of radio/TV/print ads

Promotion on the web

Coordination with social media

Future of communication – for now

Web 3.0 changed ways companies market themselves

Before: Company-produced messages created and promoted the brand

Today: People (employees/marketers) have to be the face of the brand – and have two-way communication with customers

Reach the greatest number of customers for the lowest cost per customer.

Opportunity for illustration

opportunity for an adequate selling message

flexibility for changes

opportunity to sell product

excitement

fit the image of business/product

cover targeted geographical area