Introduction to Advertising

STUDENT VERSIONADV 1000 Introduction to Advertising

(elective for non-advertising students)September 3, 2014

Lilly Buchwitz, PhD

Course DescriptionThe course will present an overview of advertising, including the early history of advertising; the forces contributing to the development of the modern advertising agency; the elements of advertising campaigns; who does what (agency and client, i.e. advertiser); advertising media; recent industry developments; and the role of advertising in society.Individual assignments will build a critical awareness of the rhetoric of advertising, and give students practice in analyzing and critiquing advertising. The term group project will see students acting as an advertising agency and developing an original advertising campaign.

Learning Delivery FormatThis course will be conducted entirely in the classroom and will comprise lectures, group and individual presentations, in-class activities, formal written assignments, and a final group project and presentation. There will be an element of independent study as students will be expected to research topics, work on assignments, and get together with group members to work on group assignments outside of class.In-class activities may be drawn from the textbook, or may be “scavenger hunt” type online assignments. Students should bring a notebook or paper to each class, as well as writing implements. You should also bring your textbook to each class. If you have a laptop, you should bring it to each class, as it will come in handy for finding ads and other information.

Learning Resources

No textbook!

Marketing magazine online: Marketing magazine is the Canadian trade publication for advertising and marketing professionals. It is published on paper once a month, but all the stories are available on the magazine’s website (marketingmag.ca). If you look on the home page under “More ways to get Marketing Magazine” you’ll see you can subscribe to RSS feeds and daily emails that will send you headlines with links to stories. This is the best way to keep on top of what’s happening in the world of advertising in Canada during this course.

AdAge.com: Advertising Age magazine is the American trade publication for advertising professionals. It is more about “pure” advertising than it is about the broader subject of marketing. It also offers a number of free email subscriptions which I encourage you to subscribe to for the duration of this course.

ADWEEK & ADFREAK: AdWeek is a weekly American trade publication for advertising professionals, available free online at AdWeek.com. They also have an advertising blog called Ad Freak that posts and comments on a new ad every day. Both AdWeek and AdFreak are reliable sources of ads for your ad analysis assignments.

Evaluation MethodYour final grade is calculated from the combined performance in the following course activities. Refer to Critical Path document for more detail:

In-class activities and assignments - 25% (possible 28%)Ad analysis - 10%Campaign analysis - 20%Midterm exam – 25%Group project - 20%

In class activities and assignments will be graded as 0, 1, or 2; some have more points available. 1 point = 1% of final grade.

All other assignments will be graded using a rubric, which will be available to you before the assignment is due.

Today’s agendaWhat you already know about advertising & marketing—basic concepts

The major forms of advertisingIntegrated marketing communications (IMC)

How to differentiate between advertising and other forms of marketing communication (marcom): The advertising test

What you know about marketing, marketing communications, or advertising?

Answer here

Every business and organization exists for one purpose: to offer something to the market.

Marketing is all about explaining to the market what that thing is—and why it is unique, or better, or different from its competitors.

Before any advertising is created, the advertising team must learn all about the thing their client markets.

They must study everything about the market; learn everything they can about typical customers, environmental influences, and, of course, the competition.

They also study the competitors’ advertising.

Basics of Marketing:Know the Market

But not everything communicates marketing messages.

Everything communicates a message of some sort.

Major categories of Marcom

1.Advertising2.Sales

Promotion3.Personal

Selling4.Public

Relations5.Direct

Response

• But there are many, many more... experiential marketing... retail marketing... guerilla marketing...

Major forms of Advertising

1.Broadcast (TV and radio)

2.Print (magazine and newspaper)

3.Direct mail4.Out-of-home5.Online

• Online is a huge, broad category, with new forms being added just about every day…

How do you know whether what you’re looking at is advertising?

The advertising test: 3 questions

1.Write Q1 here2.Q23.Q3

What is the rule?Answer here

Advertising and Marketing Communications (Marcom)

Some of the examples we just looked at were not advertising—so what were they?

Many of them were marketing communications

Some were neither advertising,nor marcom—like this t-shirt

A definition of advertising

Advertising is a paid form of marketing communication through the media that is designed to influence the thought patterns and purchase behaviour of a target audience.

What can advertising do?

attract new customersmake customers more loyal (and frequent)

make people take actionchange the way people think about things

make people aware of a new product

get people to try a new productinfluence the way people think about a brand

remind people about something

Advertising and Integrated Marketing Communications (IMC)

Advertising is not a standalone discipline

Advertising is just one element of marketing communications

When many elements – advertising, sales promotion, public relations, websites, collateral—all work together to deliver the same message, it is called Integrated Marketing Communications