ADV Ch 2 (continued)

Why Advertising Changed:
= Media Evolution
+ Fragmentation [ppl only have so much time to go around, no matter how much media you have access to, you've still only got 24 hrs]
• More Media Choices
• Smaller audiences
+ Media Mergers
•CBS/Viacom, NBC/Universal
+ The Environment Economy
• "Entertainment Brands"
+ Cost & Clutter
+ The Internet
• Interactivity
• Audience Control
+ New Media Companies (Google, Facebook, YouTube)
+ New Media Solutions
• Now everyone needs an online or a digital strategy. Everyone.


= Consumer Changes
+ Changing Loyalties
+ Savvier Consumers
+ More Store Brands
• Some Brands Having a Tough Time of It
• Campbell's soup. Good economy = bad business BUT then Bad Economy = good business for soup!
• Levis

= Globalization and World Brands
Multinational Marktes = Globalization
Example: Walmart comes to Germany
World Brands = Worldwide Competitors
Growth of Marketing Worldwide could mean Worldwide opportunities for You
Help Wanted Worldwide: US ###

= Competitive Changes
Global Agency Networks
Retailers as Marketers
- UPC and retailers
New Information about markets = new opportunities for new brands
Information = Increased Power, More Information > Faster
It all adds up to a more competitive world.

The New World of Marketing Communications:
- Marketing Public Relations
- Direct Marketing [direct mailings]
- Sales Promotion
- Event Marketing and Sponsorship
- More and more: "Marketing is Everything"

A New World for Advertising:
- More communication options
+ Marketing Communications = MarCom
- A Wider Range of Clients
+ Example: Professional Services
- New Ad Agency opportunities
- New Media Thinking

More MarCom Options
greater sophistication in...
- Sales Promotion
- PR & Event Marketing
- Example: Sport Marketing
Smarter Marketers doing Smarter Marketing (i.e. Starbucks, McCafé, iPhone) [Here's how it can be useful to YOU]

A Wider Range of Clients:
New Marketing Categories
- Healthcare
- "Dot Coms" & Internet Services
- Entertainment Brands
- Media Products (including digital)
New Marketing Needs
- Services: Dentists, Lawyers...
- Local retailers and media
- New Ventures

New Adv. Agency Opportunities
- Growth of the Media Function
- More marketing services
- Account planning
- Computer-based services
• In-house depts
• Improved Target marketing
• The Internet
- Problems for established firms = opportunities for bright new companies.

New Media Thinking:
Consumer Aperture - the best "window" for messages
Personal Media Network (PMN) - your own media choices
Brand Contacts - all the ways to connect with brands
Database Marketing - connecting with people one at a time
###

This is important to you!
Change is permanent and continual
The speed of change is increasing
Opportunities growing worldwide
Understanding and managing change will be a key factor in your success
So Stay Alert.







Test will be scantron (provided by professor) all multiple choice and true and false.

Talk of a study group forming...