ADV

### Critiqued Ads, asked questions ###


Regulation - 2 Main Purposes
Regulation - 3 Main Areas

- Purpose for advertising regulation
• To protect compettion
• To protect consumers from economic or phycical harm

- Regulatoins are concerned with
• Deceptive or unfair content
• How advetising is delivered
• Protection of susceptible groups (kids, etc)


Regulatory Power from low to high
1. natural market forces (if no good, consumers won't buy it again)
2. Organized Market Forces (boycotts, bad publicity, media pressure)
3. Media/Self-Regulatory Forces (Media Forces, NAB, Industry Groups)
4. Governmental Regulation (States, FTC, Legislation, Supreme Court)
5. Private Policy (Companies regulating their own behavior)

5 FTC Concerns:
1) Deception - must lead to "material injury"
2) Comparisons - must substantiate with statistically significant data.
3) Endorsements - must be qualified, must use product
4) Demonstrations - Must be accurately depicted
5) Bait & Switch - product must be available

4 Possilbe Remedies for Deceptive Ads
1) Consent Decree - FTC asks advertiser to stop
2) Cease & Desist - FTC gets court order to force advertiser to stop
3) Corrective Ads - FTC mandates new ads to correct false preceptions
4) Consumer REdresses - FTC mandates reimbursement

6 Government Regulatory Groups
FCA - Packaging and labeling
FCC - Broadcast advertising
Postal Service - Magazines, direct mail
ATF - Liquor labeling, advertising
Patent Office - Trademarks
Library of Congress - Copyrights

2 Industry Watchdogs
NAD (National Advertising Division)
Part of Better Business Bureau

National Advertising Review Board
Represents advertising and agencies, a division of the NAD
Compliance to these is strictly voluntary

## Questions on Regulation ### skipped

Got out of class early today!

Front Row Nerd Crew has been created. We plan to make some study sessions for this two Exam class.

Advertising & Society

Pop Quiz Today

Beginning of class discussion:
Ads in the Super bowl had been more entertaining, professor thinks marketers have lost the meaning of advertising ABOUT the product.


_Advertising & Society_
The American Economy - Three Unique influences:
"Caveat Emptor" - buyer beware
- Commerce is a two-way street
Tolerance
- Philadelphia Quakers
- Immigration of people and ideas
The Marketplace of Ideas
- Competition is OK
- This includes the media

_Power or Information?_
Market Power:
- Advertising...
• Persuades consumer to purchase one brand over another more often
• Excess brand profits
• Higher barriers to entry and more market power
• More advertising leads to greater brand loyalty
• Reduce quality/raise price
• Reduced consumer sovereignty
• Monopoly

Marketing Information:
- Advertising...
• Increased consumer knowledge
• More substitute products consumers can consider
• Lower barriers to entry by new brands
• Reduced market power for any individual brand
• Better pricing/distribution and more product innovation
• Optimal brand profits, consumer choice, and price benefits

Class Discussion Questions:
How does advertising affect the price of a new car?
How does advertising affect the price of a latté from Starbucks?
How does advertising affect the way that you spend your money?
Can ads make people buy things they don't want or need?
Can ads make people more materialistic?
Are the benefits of advertising worth the annoyance?
Ads destroy freedom of choice/ give consumers more choices?

3 Ethical Issues:
Advocacy - What does the advertising advocate?
Accuracy - How accurate is the advertising? Some of this depends on susceptibilty of the audience (i.e Children)
Acquisitiveness - ###

5 Controversial Issues:
1) Puffery - "Nothing beats a Bud" [any reasonable person recognizes that it's pretty much B.S.]
2) Decency - Sexual innuendo, violence
3) Stereotyping - Housewives, women, seniors, racial groups
4) Children - violence, dangerous acts, ###
5) Controversial Products

An Ethical Thought
"All of us who professionally use the mass media are shapers of society. We can brutalize it. Or we can help lift it onto a higher level. - Bill Burnchech

_Controversy as Opportunity_
Puffery vs. Irony
- Hulu "Alec Baldwin" (brains to mush)

Stereotyping as Context
- Dove "Real Beauty"

Social Tension Gets Attention
- Nike "If You Let Me Play"

The Story Behind "Truth"
- The Tobacco Industry's

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...

Chapter 2

The Modern Marketplace & "The New Advertising"

In this chapter, not all stories have an easy answer or happy ending. It covers complex business situations

"1984"
This was the name of the commercial that introduced Apple's Macintosh computer. Illusion to a classic novel called 1984. Other companies have dominated the computer market, so Apple attempts to make a splash even though they were a little late to get into the market.
Big Brother represented in the commercial was IBM [2 bubble gums!].

It was a new way of thinking about advertising, TOTAL MARKETING!
Marketing Public Relations (Computer Magazine Reviews, Major Media Coverage)
Sales Promotion (In-store materials)
New Media Products (MacWorld, MacWeek)
and more...

How Advertising Changes:
- Financially-Driven Agency Mergers & The Rise of "Mega-Agencies"
- Agency/Client Relationships
- Effectiveness Questions
- Lower Budgets & More Competition
- The Rise of Regional Agencies

Financially-Driven Mergers: Martin Sorrell
From eighteen big agencies to eight
Saatchi & Saatchi's Big Idea
- Price/Earnings Ratio - London vs. New York
+ Lower for US than it was in England...what if I go and BUY an agency in the US and then bring it to UK and absorb it into my empire in england...Buy Cheap, Sell High
Marin Sorrell buys WPP (Wire Plastic Products) WPP owned stock in the UK, so he acquired that stock?
WPP = JWT + O&M + Y&R and more!

Agency/Client Relationships:
+ A shift of Power
- One, an ad agency AEs usually made more money than Ad Managers
- Now, Ad Managers usually make more money than ad agency AEs

+ Client Mergers
+ A Maturing Industry

< INCREASE in Cost Pressures, but DECREASE in Compensation Pressures >

+ Example "Unbundling"
- Once, Agencies controlled both media and creative within "full-service agencies
- Now, Clients may assign creative and media separately - forcing agencies to "unbundle"
- With each review, clients squeeze fees for both

+ Result #1: Media Agencies
- Mega-agencies spun off their media departments into free-standing "media agencies"
+ Result 2: Client Purchasing Involvement
- Now client purchasing departments are becoming involved in this significant business decision. Agencies have even less control.


Effectiveness Questions:
- Sales Promotion a Growing Cost
- Particularly for consumer products
- Here's How it adds up:
20% Advertising
22% Consumer Promo
58% Trade Promo
(Source Nielson 7/98)

Incentives or Persuasion?
It's better when you do it together...Integrate

Advertising's 3 Big Problems
Media Efficiency (CPM)
- Costs more to reach same number of people
Category Maturity
- Experience makes consumers harder to persuade
Consumer Message Overload
- Unlimited messages. Limited Attention.


Lower Budgets. More Competition
"A smaller piece of a bigger pie"
Survival of the Fittest means.. tougher competitors!!
More Marketing Choices:
- Sales Promotion
- MPR (Marketing Public Relations)
- Event Marketing / Sponsorship
- and now The Internet!

Rise of Regional Agencies:
"The Bernbach Factor"
Downloading of Technology
- Graphics and Video Production
- "Intellectual Software"
New Major Clients
- LA - Japanese Cars [i.e. Nissan]
- SF- Silicon Vally [Apple]
+ Nike, Wal-Mart, etc

Example: Chiat/Day
- Creativity + California
Lee Clow (Surfer, Exec Creative Director

Steve Hayden helped create "1984" (then went to work for IBM)

Terrific Work
Account Planning
- British consumer insight approach [psycho graphics]
- Jay Chiat imports Jane Newman
- Chiat/Day becomes 1st U.S. agency with account planning
Chiat/Day was named "Agency of the Decade" by Ad Age in 1989.

Example: Crispin Porter + Bogusky
- A New Approach
+ Less bothered by controversy
- A Search for "Social Tension"
- "Post-modern" creative attitude
Example: IKEA
+ Problem: people keep furniture long after they're tired of it.
+ CP+B's award winning solution (crazy lamp commercial)

Example: MiniCooper
+ Problem - introduce a very small car with a very small budget
+ Answer: High-impact print and outdoor and more...

VW (Volkswagen)
- Crash commerical

Goodby Silverstein & Partners (SF)
- Superb Design (Silverstein)
- A Search for Story (Goodby)
"Got Milk?" Campaign for the California Milk Processor Board
Unique "deprivation" research ["what if you didn't have milk" research technique]
Halted decline in milk consumption

Excellent
HP
The Computer is Personal Again / Don't Boot, Play.

Chapter 1 (finish)

Pop Quiz today

Positioning (cont'd)
Through the mind of the consumer was overloaded with messages, in most product categories, there were very simple heirarchies...THE PRODUCT LADDER

example in rental car ladder: Hertz, Avis, National

Within each category, there are four basic types of positions:
- The Best Position
+ In most categories, there is a #1 in the consumer's mind
+ The "Best" Position leverages this (example Crest)

- The Against Position
+ The "Against" Position defines itself vs. #1
+ It's an aggressive and competitive position
+ Example: 7Up: "The UnCola" & "Take the Pepsi Challenge"

- The Niche Position
+ The "Niche" position promotes the product along one dimension of superiority.
+ Example: All-temperature Cheer

- The New Category
+ The new category is just that. It defines a category that didn't exist before and then position the (new) product as the best in that new category. Competition follows.
+ Example: Smartphones


Marketers Dominate
- Client personnel (marketers) now better trained; better paid)
- Mergers begin - clients get bigger
- Competition toughens
- Comparative ads [ours vs theirs]
- The tempo increases...

Ad Evolution: 80s & 90s
- Bernback's influence grows
- Client mergers continue
- Agency mergers begin
- Computers and cable
- And the tempo increases even more

-=-=-=-=- End of Chapter 1 -=-=-=-=-=-
Diversion

MKTG > Branding > Creative > Media > PR

GM - 60 second "We All Fall Down" tv spot

Chapter 1 (continued)

The Creative Revolution:
- 1960-1969 - Cultural Forces
+ Countercultural movements
• "Break the Rules"

- 1950-1969 - Business Forces
+ A new breed of agencies
+ A new communication style
+ Three influential individuals

Three Key Individuals:
1. Bill Bernback, Doyle Dane Bernback (DDB)
2. Leo Burnett, Chicago IL
- Hand reaching for the stars.
3. David Ogilvy
- Came from UK to start agency - Ogilvy & Mather
- Wrote books about advertising

Paul Rand -Very Influentional Graphic Designer, ###

Bill Bernbach - started as writer for head of World's Fair. He meets Paul Rand at small ad agency. ### Develope DDB

The DDB Style:
Ohrhach's - their first account AD:It's in, but maybe you shouldn't be in it.
Levy's - diversity with "effective suprise" AD:You don't have to be Jewish to love Levy's
Polariod - dramatic visual demonstratoin
Jamacia - one word anda visual

DDB Style - THREE KEY Campaigns:
1. Mobil - "We Want You to Live" AD:Till death do us part
2. Avis - Helped inspire "Positioning"
3. VW - Campaign of the Century

THe DDB Influence:
- A New Way of Creating Ads
+ Writer/Art Director Team
+ "The Concept" [there was a reason/benefit to the ad]
- A New Industry Standard - in every award show
- "Ad Age" chose Bernbach as their "Adman of the Century"


The Burnett Style
"Inherent Drama" [built up a dramatic personality]
- Here's how Leo's agency captured the wholesome personality of a Kellogg's breakfast.
- The Lonely Maytag Repairman - a dramatic and engagingly human personification of reliably
Cookies? Keebler Elves!
It made Leo's agency's campaigns long-lasting and part of our culture.
- "The glacier-like power of friendly familiarity."
- Time Magazine chose Leo Burnett as their "Ad Man of the Century"

The Ogilvy Approach
He took classic lessons on copywriting and added his own wit and style...The result was ###
Craftsmanship
Research - headline was from a British car magazines
Editing - all copy is tight and bright
Wit - upscale without being a snob

Story Value
Imagery: one small device - the eye patch - adds interest [and easy association]

Repetition - Ogilvy knew advertising takes time to build - this one device let him tell his story over and over.

"Rules"
Find out what works- and repeat it!

Ogilvy grew his agency into a world-class organization, with:
- New Generations of capable management
- world-class clients
- long-term relationships
- over time, his agency was the most successful

Marketing Revolution: (1970-1979
Tougher economic times
New, more "scientific" tools:
- Brand Management
- Market Reserach
- Segmentation
- "Positioning"

Brand Mangagement
Neil McElroy's Idea at P&G (1931)
Competitive brand within a company
Becomes standard for marketing organinization
###

Market Research: The Result
The companies understand their consumers mroe accurately
###

Segmentation
product differentiation is responce to consumers' differing needs
maximizing potential market share
[five or six varieties of Tide detergent, unscented, with bleach, liquid form, etc]

Positioning
Positioning was a new perspective on the marketplace.
There were too many products, and too many messages.
Marketers had to deal with this new marketing reality.
The Positioning authors said advertising had to evolve from hard-sell "reason why" ads...
Through image ads..to advertising based on "the mind of the consumer"
Though the mind of the consumer was overloaded with messagees... in most product categories, ###
Within each category, there are four basic positions.

Chapter 1

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