He's still stressing that we get the book
Anticipate a pop quiz tuesday
He goes VERY fast, (#) represents that I have missing information.
[Finishing Introduction Notes]
Kinds of Brands:
- Packaged Goods [CPG Consumer Packaged Good) in set packages. [Proctor & Gamble leader in this]
- Durable Goods
- Services [American Express, Travelocity]
- Retailers [Walgreens]
- Organizations [Girl Scouts]
- Entertainment Brands [Spiderman, ESPN]
- Others [Virgin]
Three Key Concepts:
+ Information
- A major change in our economy (Powershift, book)
- A major change in how we work (Knowledge Workers)
+ Ideas
- The Economic Power of Ideas
- Advertising is about Ideas
+ The Challenge of Change
- Ideas can change the game.
- Faster than ever
- Ideas can also destroy
- "Creative Destruction"
- The Speed of Change, Yes it's moving faster
- Think what that means for your Education
- Think of what it means for your career
How Brands manage change: (P.I.E.)
- Planning
- Implementation
- Evaluation
You & Your Career
Right now, you're "job shopping"
This book ends with a Marketing Plan for "The Brand Called You"
Understand yourself as a product, your market, & increase your market value.
(end of introduction)
-=-=-=-=-=-=-=-=-=-=-=-=-=-=-
Chapter One: From Advertising to Marketing
2 Key Concepts:
- The Power of Ideas
+ Creation & "Creative Destruction"
- Government Supports Business
+ Benjamin Franklin (Printer, "Idea Person"
+ ###
4 Foundations of Advertising
- Mass Produced Goods
- Mass Communication
- Mass Distribution [get them at your local store]
- Mass Education
Early Media Advertising
- Signs/Signage
- Newspapers/Posters
early advertisers:
- Dept Stores
- Mail Order [Sears]
- Patent Medicines
3 Very Big Ideas:
- Big Product Idea (King Gillette)
Why was it a big idea? He realized that the business to be in, is where the item needed to be replenished. The holder lasts, but you need a new blade. Get people to buy something that they could hang on to, but had to keep replinishing. Make a product that must be re-purchased.
Big Media Idea
J. Walter Thompson
- Sell ad Space in magazines
- Pocket a commission
- JTW becomes key agency
- Magazines become a national ad medium
Cyrus Curtis
Have agencies sell ad space in your magazines for you
Only agencies can pocket a commission (clients can't)
Curtis publishing becomes big & the ad agency business is established!
Early Brands
- Soaps [Ivery, It Floats] differentiation
- Soft Drinks [Coca-Cola]
- Cereals
- Cigarettes [Camel]
Ad Evolution 1900-1920
The "Age of Lasker"
Lasker hears a big idea...
John E. Kennedy "Advertising is salesmanship in print."
Early "Reason Why"
Claude Hopkins "Scientific Advertising" [father of giving people documented evidences for choosing particular products]
Hopkin' "pre-emption"
Baked Beans, Cereal, Shaving Cream, Orange Juice
Note: when products are new, advertising about those products can be very interesting
Lasker's Contributions:
Harding's Landsldie
Other Key Concepts
- Baseball's organiztion, Air Power of WWII, and more
The "Idea" of Advertising
Early "Pull" Advertising
-Elmo Calkins & "Phoebe Show"
Consumers WANT to pull the product.
Creating a desire in the consumer.
Push, advertisers push their product
JTW's Creative / Business Team:
Helen Resor (HS Valedictorian, etc)
###
National Agencies Emerge
- NW Ayer "& Son"
- J.Walter Thompson
- Lord & Thomas (Lasker's agency)
- BBDO
- Still print advertising media only: newspaper, magazines, billboards
Pull vs Push
PULL
-Imagery and 'word magic"
Works best when times are good
PUSH
###
Works best when times are tought
Ad Evolution 1930 - 1947: Golden Age of Radio
New Media Emerges
First FREE Ad Medium
Hard Sell for Hard Times
Ray Rubicam (Young & Rubicam)
- Creative Control of Advertising
- Using Research w. George Gallup
- Writer/Art Director Team - New Standard
- Ethical Behavior
- First Modern Agency
The Consumer Movement
### will not be tested on these anyways
Advertising goes to War!
War Advertising Council
Part of Social Change: women in work force
Image Advertising (product shortages)
Dynamic Agency Growth
Pent-up consumer demand explodes!
International expansion
Increased services (marketing)
Two Visionaries
Alex Osborn "Brainstorming"
Marion Harper ###
A Media Revoluton - Television!
- Increased post-war consumpiton
- Increased ad spending (up 300%)
- Increased agency size
- The "Modern" age begins...
Rosser Reeves & The "USP"
Unique Selling Proposition [what is different about us, that I have to propose to the public. why are we better?]
Repeat, repeat, repeat!!!
"Melts in your mouth, not in your hands" **
"Build strong bodies 12 ways."
"Cleans your breath while it cleans your teeth"
"Fast, Fast, Fast Relief." [ehh, not as good]
note cards - not my work, but should be helpful :)
http://www.studyblue.com/notes/b/advertising-and-the-business-of-brands/11838/0
Thursday, January 19, 2012
Tuesday, January 17, 2012
Introduction
Media is constantly changing.
Freelance Advertising Model
Key resources are outside "the company" (a hired resource)
- copywriter(s) ["creatives"]
- art director(s) ["creatives"]
- Interactive Supplier(s)
- Media Buying Service [does the media planning & media buyers]
In-House agency or Advertising Department
Company Advertising Manager
Creative Dept (Creative Director, Copywriter, Art Director)
Interactive Dpt
Media Dpt (Director, Planner, Buyer)
Production Dpt
Ad Agency
Clients hire the cirlce (on PPT) the whole agency
Account Management Department
Traffic Department (manages the open projects within the agency)
Account Planning / Research (trends, on target)
Creative Dept (creative directors, copywriters, art directors
Interactive Department
Media Department (Director, Planner, Buyer)
Production Dept
Financial / HR / Billing Department
Ad agencies sell ___ (time).
Ad agencies have to have a central person that deals with the client. "The keeper of the knowledge" That's the Account Management Dept.
--
ADV
- Client Relations
- Strategy
- Creative Development
- Campaign Planning
- Production
- Media
- Layouts, Scripts, etc
- Billing
^^^^ All to do with COMMUNICATIONS ^^^^
a very vertical list of responsibilities and involvement
MKTG
- Pricing
- Advertising
- Sales
- Salesforce
- Incentives
- Reports
- Research
- Production [ how are we going to get the raw materials to the factories, to the blah, to the blah, sold at what price verses another price]
- Forecasting
- Distribution
- Naming
^^^^^ more horizontal, involved in more areas ^^^^^
Advertising & The Business of Brands
The textbook:
"If it's in the middle, it's probably going to be on the test"
Concepts and Vocabulary will always be on the test.
Key Concepts:
The Brand
A Few Revolutions
Four Businesses
Info, Ideas, and Change
"Creative Destruction" [Automobile industry crushed the horse & buggy industry]
The Brand
verb - "biernan" to burn
noun - a name, term, symbol, or design (that) identifies products.
concept - a conceptual entity that focuses marketing activities
a meaning system - by adding meaning to objects...advertising performs a role historically associated with religion
Key Concept:
Today...The Business World has Organized Itself around Brands.
10,000 years ago...
The Agricultural Revolution
Primary Economic Activity
This changed how people lived and worked ###
200+ years ago...
The Industrial Revolution
Secondary Economic Activity
Mass Manufacturing (including books), Distribution, Transportation
It changes how people lived and worked together.
Branded Communications
- Identified manufactured goods
- Reputation of manufacturer.
100 years ago...
The beginnings of Modern Advertising:
- Mass Manufacturing
- ###
50 years ago...
The Post-Industrial Revolution
Tertiary Economic Activity
Services and Information
- It changed how people lived and worked.
- Marketing became more important ###
Today...
Almost everything is a Brand
Most manufactured goods
most services
entertaining brands
in some ways, YOU are the brand!
###
What's more...
The media Revolution is changing everything!
- Our Behavior
- Business models
- communication models
- new business opportunities
- new correer oportunies
and new brands
BRANDS are a cultural and business meaning system
MARKETING has become a major business fuction
A major ###
Advertising!
An important part of American culture.
An increasingly important part of global culture
The ORIGINAL Marketing Communication
Still the major type of Brand-Building Communication
4 Types of Businesses:
- Marketers (& Advertisers)
- Advertising Agencies
- Media Companies
- Marketing Services [Keychains?]
- Suppliers
Scott Bedbury (Nike/Starbucks)
GSD&M (Roy Spence & Friends) An Advertising Agency
Robert L. Johnson
Lisa Fortini-Campell (Marketing Services)
Freelance Advertising Model
Key resources are outside "the company" (a hired resource)
- copywriter(s) ["creatives"]
- art director(s) ["creatives"]
- Interactive Supplier(s)
- Media Buying Service [does the media planning & media buyers]
In-House agency or Advertising Department
Company Advertising Manager
Creative Dept (Creative Director, Copywriter, Art Director)
Interactive Dpt
Media Dpt (Director, Planner, Buyer)
Production Dpt
Ad Agency
Clients hire the cirlce (on PPT) the whole agency
Account Management Department
Traffic Department (manages the open projects within the agency)
Account Planning / Research (trends, on target)
Creative Dept (creative directors, copywriters, art directors
Interactive Department
Media Department (Director, Planner, Buyer)
Production Dept
Financial / HR / Billing Department
Ad agencies sell ___ (time).
Ad agencies have to have a central person that deals with the client. "The keeper of the knowledge" That's the Account Management Dept.
--
ADV
- Client Relations
- Strategy
- Creative Development
- Campaign Planning
- Production
- Media
- Layouts, Scripts, etc
- Billing
^^^^ All to do with COMMUNICATIONS ^^^^
a very vertical list of responsibilities and involvement
MKTG
- Pricing
- Advertising
- Sales
- Salesforce
- Incentives
- Reports
- Research
- Production [ how are we going to get the raw materials to the factories, to the blah, to the blah, sold at what price verses another price]
- Forecasting
- Distribution
- Naming
^^^^^ more horizontal, involved in more areas ^^^^^
Advertising & The Business of Brands
The textbook:
"If it's in the middle, it's probably going to be on the test"
Concepts and Vocabulary will always be on the test.
Key Concepts:
The Brand
A Few Revolutions
Four Businesses
Info, Ideas, and Change
"Creative Destruction" [Automobile industry crushed the horse & buggy industry]
The Brand
verb - "biernan" to burn
noun - a name, term, symbol, or design (that) identifies products.
concept - a conceptual entity that focuses marketing activities
a meaning system - by adding meaning to objects...advertising performs a role historically associated with religion
Key Concept:
Today...The Business World has Organized Itself around Brands.
10,000 years ago...
The Agricultural Revolution
Primary Economic Activity
This changed how people lived and worked ###
200+ years ago...
The Industrial Revolution
Secondary Economic Activity
Mass Manufacturing (including books), Distribution, Transportation
It changes how people lived and worked together.
Branded Communications
- Identified manufactured goods
- Reputation of manufacturer.
100 years ago...
The beginnings of Modern Advertising:
- Mass Manufacturing
- ###
50 years ago...
The Post-Industrial Revolution
Tertiary Economic Activity
Services and Information
- It changed how people lived and worked.
- Marketing became more important ###
Today...
Almost everything is a Brand
Most manufactured goods
most services
entertaining brands
in some ways, YOU are the brand!
###
What's more...
The media Revolution is changing everything!
- Our Behavior
- Business models
- communication models
- new business opportunities
- new correer oportunies
and new brands
BRANDS are a cultural and business meaning system
MARKETING has become a major business fuction
A major ###
Advertising!
An important part of American culture.
An increasingly important part of global culture
The ORIGINAL Marketing Communication
Still the major type of Brand-Building Communication
4 Types of Businesses:
- Marketers (& Advertisers)
- Advertising Agencies
- Media Companies
- Marketing Services [Keychains?]
- Suppliers
Scott Bedbury (Nike/Starbucks)
GSD&M (Roy Spence & Friends) An Advertising Agency
Robert L. Johnson
Lisa Fortini-Campell (Marketing Services)
Thursday, January 12, 2012
Syllabus Day
After a rather entertaining but looong role call, Professor Conner answered student submitted questions via note cards.
Every student wrote out their own individual desk name plate made from a large note card. We must keep these on our desks, I assume.
Question & Answer Session:
- Be digitally minded / keep up with the times "Digital Messiah"
- AdAge: Digital / TalentZoo.com
Syllabus was lightly explained. He's not a fan of computers/phones in class, so I don't know if I will be able to continue these online notes without interference or not...
Every student wrote out their own individual desk name plate made from a large note card. We must keep these on our desks, I assume.
Question & Answer Session:
- Be digitally minded / keep up with the times "Digital Messiah"
- AdAge: Digital / TalentZoo.com
Syllabus was lightly explained. He's not a fan of computers/phones in class, so I don't know if I will be able to continue these online notes without interference or not...
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