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Senior Graduation Powerpoint
- 1. Advertising Michael Rothenberg Oren / Period 1
- 2. Personal Relevance I chose advertising as my subject for the Senior Graduation Project because I wish to pursue a career linked to advertising. I was also drawn to the importance it truly holds in sales.
- 3. Relevanceto You? See it everyday. Every product Every company
- 4. Overview of Presentation Thesis History Where it can be seen? Types Steps to making an effective ad Advertising agencies
- 5. Thesis Advertising has grown very rapidly over a short amount of time in its existence and has changed the way companies evolve and determine whether companies sink or swim in the business world.
- 6. Overview of Advertising ad·ver·tise ”verb .to announce or praise (a product, service, etc.) in some public medium of communication in order to induce people to buy or use It” -Dictionary.com http://www.desinformado.com/wp-content/uploads/2007/10/ipod-ad.jpg http://www.slangcity.com/realenglish/print/piece_of_meat_300.jpg http://www.vintageculture.net/images/coke-coca-cola-marketing-vintage-cola-advertising-.jpg
- 7. The History/Growth of Advertising
- 8. Growth of Advertising 1704 The first newspaper advertisement 1729 Benjamin Franklin published the Pennsylvania Gazette in Philadelphia, it included several pages of ads 1843 Volney Palmer opens the first advertising agency in Philadelphia.
- 9. Growth of Advertising (cont.) 1873 The first convention of advertising agents is held in New York. 1899 Campbell Soup Co. makes its first advertising buy. 1929 American Tobacco Co. spends $12.3 million to advertise Lucky Strikes, the most any company has ever spent on single-product advertising. 1956 Videotape recording makes prerecorded commercials possible. 1958 The National Association of Broadcasters bans subliminal ads
- 10. Growth of Advertising (cont) 1963 "The Pepsi Generation" kicks off the cola wars. 1964 Charmin began showing TV commercials featuring actor Dick Wilson (1916-2007). He made famous the phrase “Please, don’t squeeze the Charmin.” 1993 The Internet becomes big as 5 million users worldwide are online 1999 Internet advertising breaks the $2 billion mark and heads toward $3 billion
- 11. Where can it be seen? Examples: http://www.faqs.org/photo-dict/photofiles/list/438/810television.jpg http://www.gotbroken.com/wp-content/uploads/2009/07/2010-Chevrolet-Camaro-Transformers-Special-Edition-Front-Side-View-588x391.jpg http://farm3.static.flickr.com/2456/3653988072_28b7ec19eb.jpg?v=0 http://www.toxel.com/wp-content/uploads/2009/03/busads12.jpg
- 12. Types of Advertising Outdoor Print Broadcast Covert/Product Placement Public Service Celebrities http://www.sptc.net/attention.jpg
- 13. Outdoor Advertising Examples Billboards Bus stops Tradeshows Special Events http://farm4.static.flickr.com/3360/3226334191_4e10d46e68.jpg http://www.balloons.net/images/Inflatable_Cans_and_Bottles/big/Mountain%20Dew%2020%27.jpg http://www.laughalltime.info/wp-content/plugins/wp-o-matic/cache/76deb_the-simpsons-bus-stop-germany.jpg
- 14. Outdoor Advertising Billboards Short and catchy advertisement Colorful Stands out To the point http://www.dvorak.org/blog/wp-content/uploads/2008/12/450mcdonalds11_billboard1.jpg
- 15. Outdoor Advertising Sponsored Events Giveaways Allows people to try out product http://www.tylerandmimiford.com/wp-content/uploads/2009/10/monster-energy-drink-nacs-expo.jpg
- 16. Print Advertising Newspaper Magazine Brochure http://media.nj.com/yankees_main/photo/philadelphia-inquirer-world-series-ad-1102jpg-e8a8ecd9159e365f_large.jpg http://www.autobrakeservice.com.au/media/images/Wheels_ad1.jpg
- 17. Print Advertising Newspaper Cheap way of advertising Philadelphia Inquire-$676 Philadelphia Metro-$122 Roslyn Abington Life-$11 http://www.totallygifts.co.uk/uploads/product/ePs_Newspaper%20from%20your%20date%20of%20birth.jpg
- 18. Print Advertising Magazines Price can range from $100-$3,000 for an ad Based on the popularity/distribution of magazine Self-Ads in magazines “Autotrader”, “Trucks”, etc.. People create their own ads to sell personal items
- 19. Broadcast Advertising Television Radio Internet http://pan.fotovista.com/dev/1/9/00025091/l_00025091.jpg http://www.pdiarm.com/images/img_tvs/television_Innova32_lcd_tv.jpg http://www.hudsonlibrary.org/Hudson%20Website/Computer%20Lab/MPj04100840000%5B1%5D.jpg
- 20. Broadcast Advertising Television Commercials Price is based on: Time of ad Channel Popularity in channel Special TV events Ie: Superbowl, World Series, Grammys, etc..
- 21. Broadcast Advertising Television Tivo Advantages Re-watch favorite advertisements Pause to read advertisement Disadvantages Fast forward/skip certain advertisements Certain ads are never seen http://www.ruggedelegantliving.com/a/images/tivo.logo.man.jpg http://ceoworld.biz/ceo/wp-content/uploads/2009/08/tivo.jpg
- 22. Broadcast Advertising Radio Cheaper then television Faster/easier to create] Small business
- 23. Broadcast Advertising Internet Rapidly growing http://searchenginewatch.com/2156461
- 24. Covert Advertising Movies Noticeable appearances of certain products Examples: Camaro-Transformers Cadallac-Matrix McDonalds-Big Daddy Companies pay directors to put their products into the movies
- 25. Product Placement: Effective? Depends on: Popularity Repetition Noticeable placement
- 26. Steps for Advertising Basic Appeal Catchy headline Creative slogan Repetition Product characters Comparison towards similar product
- 28. Catchy Slogans GET YOUR POINT ACROSS Short Rhythm Something that will stick in viewers heads!
- 29. Slogan Examples Nicorette, Nicorette, you can beat the cigarette – Nicorette Because you’re worth it. - L'Oreal It's everywhere you want to be – VISA Finger lickin' good. - Kentucky Fried Chicken Everything is easier on a Mac - Apple Computer http://www.buzzle.com/articles/famous-advertising-slogans.html http://www.graphicmania.net/wp-content/uploads/57ChevyAd.jpg http://4.bp.blogspot.com/_2oq2bSN-S9o/R6-EWEWGKzI/AAAAAAAAAt0/2NVHZblXOpg/s400/1936.bmp
- 30. Using Cartoons http://di1.shopping.com/images1/pi/1e/73/89/35667088-149x149-0-0_Flintstones_Vitamins_Flintstones_Gummies_Multivita.jpg http://coolrain44.files.wordpress.com/2009/08/twinkie_the_kid.jpg http://www.americangoodies.nl/catalog/images/622hawaiian-punch.jpg http://www.acceleratorinc.biz/archive/images/kool_aid_man_glass.jpg http://2.bp.blogspot.com/_dOXxqrE71T8/SrsCn31hjpI/AAAAAAAAAnw/fq8GLmWIfH8/s400/SNN1525U_280_372251a.jpg http://ryanmay.com/images/Gen_Mills_Image.jpg
- 31. Comparative Advertising an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it. http://en.wikipedia.org/wiki/Comparative_advertising http://pulse2.com/wp-content/uploads/2009/11/map-for-that.jpg
- 33. Advertising Agencies Helps companies get an outsiders ideas on advertising their products
- 34. Who’s Spending What? Johnson & Johnson-$2.3 Billion Walt Disney-$2.32 Billion GSK-$2.44 Billion Ford-$2.58 Billion Verizon-$2.82 Billion Time Warner-$3.09 Billion GM-$3.3 Billion AT&T-$3.34 Billion Protector and Gamble Co.-$4.9 Billion In control of Olay, Crest, Gillette, and Pantene
- 35. Top Advertising Agencies Omnicom Group CEO-John Wren 61,000+ employees WPP Group CEO-Martin Sorrell 138,000+ employees IPG CEO-Michael Roth 40,000+ employees Publicis Group CEO-Maurice Levy 45,400+ employees
- 37. Application
- 38. Application Adobe Photoshop Cs3 Used: Cutting Cropping Color Matching Editing Pixel Configuration www.Wix.com
- 39. Class Activity Identifying Logos/Slogans/Advertisements Split into two teams (A,B) Go back and forth identifying: Slogans Ads Logos
- 40. Identify Logo…
- 41. Identify Logo…
- 42. Identify Logo…
- 43. Identify Logo…
- 44. Identify Slogan…
- 45. Identify Slogan…
- 46. Identify Logo…
- 47. Identify Logo…
- 48. Identify Logo
- 49. Identify Logo…
- 50. Identify ad…
- 51. Identify Ad…
- 52. Conclusion Advertising is a very important part of modern day business. The easiest way a company can strive forward is with effective advertising which will result in more consumers. Advertising can be found everywhere in the world for a reason.
- 53. Works Cited-Articles/Books Bukar, Nat. How to Start and Run a Successful Design Studio. New York: Art Direction Book Co, 1991. Print. Chang, Kuo-En. “The Effect of Concept Mapping to Enhance Text Comprehenson .” Heldref Publications: n. pag. JSTOR. Web. 2 Dec. 2002. <http://www.jstor.org/stable/20152694 Dabner, David.Design School. Hoboken, NJ: John Wiley & Sons Inc, 2005. Print. Frascara, Jorge. “ Design: Fine Art or Social Science?” The MIT Press: n. pag. JSTOR. Web. 2 Dec. 2009. <http://www.jstor.org/stable/1511556>. advertising. Poelzig, Hans. “Modern Design.” Architektur: n. pag. Jstor. Web. 2 May 1977. <’http://www.jstor.org/stable/4380681>
- 54. Works Cited-Web http://adage.com/century/timeline/index.html http://www.gaebler.com/Cost-of-Newspaper-Advertising-In-Philadelphia---PA http://www.smallbusinessbrief.com/articles/marketing/001058.html http://www.entrepreneur.com http://www.thinkbox.tv/server/show/nav.739 http://www.artistmike.com/Temp/SubliminalAd.html
- 55. Works Cited Pictures cited in notes/under image.
Notas del editor
- I chose advertising because I wish to study advertising/business in college.Career pertaining to advertisingImportance of advertising in every day life, modern business
- http://mediaandmoney.files.wordpress.com/2009/07/hkg_hong_kong_advertising.jpg
- Advertising can be found almost anywhere you look, in any language or culture, all over the world. It is how people get their product or service known. Without advertising, every customer would have to base their decisions on recommendations from others. The main object of advertising is to get the advertisers name out to the public and convince viewers that they need the product, service, etc.
- Before today's most technological ways of advertising, print on paper was how people got their product advertising to be known. With a new concept of newspapers being sold and passed around for everyone to see, it was only time before advertisements would be placed inside for everybody to see. Volney Palmer started the very first advertising agency. People who wanted their advertising professionally created and printed paid him and his agency in commission.http://adage.com/century/timeline/index.html
- Agencies began to meet and discuss standard prices of their advertising. This is a sure sign that advertising was beginning to become a much bigger deal. Companies were spending more and more money on advertising. American Tobacco was spending $12.3 million to advertise just one single product of theirs. Print advertising grew very quickly, but soon enough videoed commercials were being used aswell. The NAB started to realize some advertising was being taken advantage of and people were putting hidden messages in their ads to actually advertise harmful products. Subliminal ads were looked out for and for the most part banned.http://adage.com/century/timeline/index.html
- In 1963, you could see the beginning of advertising becoming more of a competitive business. Companies were bashing other companies in their advertisements, comparisons were being made, and the fight to be the top company was beginning. The use of comedians, actors, actresses, or any other form of celebrity figure was now the main focus. The main idea was, “if they use it, why shouldn’t I?” This took advertising to the next level in cost levels. 1993 was a big year because of the internet. Soon after advertising would literally cover the internet and everything on it. From pop ups to sidebars, advertisers had an unlimited amount of space to slap their name on. Advertisers were dropping soon over 3 billion dollars on online advertisments alone!http://adage.com/century/timeline/index.html
- It would be very hard to drive down a major road without seeing any advertisements. Advertisers use bright colors, or recognizable logos to attract consumers. Advertisements can be found on television, in movies, magazines, public transportation, through famous celebrities, almost anything or anywhere that consumers can be reached. They use certain techniques to have you remembering their product. If you can remember a slogan or jingle, the advertiser has done his job.
- In anyway or anywhere that consumers can be reached, advertisements will be thrown into the mix. On your drive to school or the city you may pass a few billboards, maybe a couple colorful gas stations or fast-food restaurants. If your flipping through a magazine you will most certainly pass a few full page shots of your favorite celebrity with a product he/she has no true need for. It gives you the thought that “if they use it, and if I use it, I could be just like them.” The main objective is first to attract you in by using the perfect blend of colors or a well known celebrity, and once you are focused, throw the product at you, so when you think of your favorite celeb, you think of their product.
- Plenty of big companies make sure they put their name in every direction you look. You could turn the TV off during a Verizon commercial, drive to Philadelphia, and see at least 5 Verizon billboards. While waiting for the bus, if you look to either side of the booth will be a huge full color ad for a movie, clothing company, etc. Sponsored events are also a great way for companies to get their name and product out. Free giveaways, contests, it doesn’t even matter if the product has to do with the event, almost anybody will take something free.
- Billboards are a very effective way of advertising. They are perfectly placed along the sides of highways to keep drivers awake on the long drive to or from work. The main point is to stay short, to the point, but still get the viewers full attention. If the billboard stands out, it will be remembered and have a better effect on drivers passing by.
- Sponsored events are a great way to allow people who know nothing about the product a chance to see what it is. Most of the time there are free giveaways which also attracts a lot of people.
- Print advertising is one of the oldest forms of advertising. It is a great way to mix advertisements right in with the flow of a magazine. Newspaper advertisements are also very effective as well as being extraordinarily inexpensive. Millions of people continue to read the newspaper everyday so the effectiveness of advertising in the newspaper has not gone down. Advertisements are also placed in magazine only having to do with the ad, for example: a fishing magazine, with an advertisement on a type of bait, or fishing rod.
- Newspaper advertisements are also very effective as well as being extraordinarily inexpensive. Millions of people continue to read the newspaper everyday so the effectiveness of advertising in the newspaper has not gone down. For the amount of newspapers sold each day, for the money spent, you definitely get your moneys worth. 700$ seen by over a couple hundred thousand peoplehttp://www.smallbusinessbrief.com/articles/marketing/001058.htmlhttp://www.gaebler.com/Cost-of-Newspaper-Advertising-In-Philadelphia---PA
- Magazines are a good place for advertisements to lay. When flipping through a magazine, it is always expected to run into an advertisement. Magazine ads are centered to attract the reader of the magazine, depending on the subject of the magazine, the advertisement will focus around it. Another form of magazine advertising is for example autotrader. People create their own little ads for a vehicle and it is published throughout a magazine filled with similar ads.http://www.entrepreneur.com
- Broadcast advertising is definitely one of the types of advertising that follows you around everywhere. Unless your watching cable channels such as HBO, Cinamax, or Starz, expect to see commercial breaks almost every 10 minutes. Radio stations brag about the certain times they have “commercial free” because advertising through the radio is becoming extremely popular over the recent years. The internet has also grown into ads by having free sites sponsored by companies, so the site makes money and the company can advertise all over the site.
- Advertising through television is very expensive. Depending on the length of the commercial and the time, it can get very pricey. A minute long commercial during the super bowl reaches over a million dollars! Commercials give a longer period of time to advertise, so it takes longer to create a commercial that will keep the viewer interested for the entire commercial. Many companies try to go with comedy in their commercial to get those kinds of commercials remembered and talked about.http://www.thinkbox.tv/server/show/nav.739
- When Tivo was invented, it seemed like it could be the end of advertising on the television. It actually has some advantages to it that were hard to see. People can now rewind commercials they missed or funny commercials they want to see again. For commercials with limited time but lots of written information, with Tivo, people can pause the television and read at their own speed. Of course tivo also can pause the commercials as you walk away, then when you come back just fast forward commercials, so it could go either way.http://www.thinkbox.tv/server/show/nav.739
- “13,000 radio stations (approximately 8,800 FM, 5,000 AM) broadcasting across the United States together reach over 94% of the US population over 12 years old each weekThe radio is still a wonderful way to get ads out to the public. Almost each driver on the road is listening to the radio so your advertisment is guranteed to be heard. The main object for advertising is to somehow instead of an image, get the advertisers words stuck in your head. A lot of times, people go with either telling jokes or having a certain jingle that people soon match with the product.Arbitron's American Radio Listening Trends reporthttp://3.bp.blogspot.com/__OHI-YbZ9Og/SdHuMn5NJcI/AAAAAAAAAC0/CK34tWo4jYk/s320/CommunityRadioCartoon1-765512.
- The internet use ahs boomed in the last couple of years, and with it so has online advertising. Above each search on google there is always three or four advertisment links which are viewed millions of times a day. Advertising around search engines is the way to go for online advertising. Billions of people now use email, Instant Message, or any social networking site to communicate. Online advertising is for the most part very effective.
- This method works great. Without even noticing in the movie, you get used to seeing the character with a brand of cigarettes or coca-cola for example. The characters in the movies use the products as if they were meant to be in the movie. Viewers will watch and it will make them feel as if they need that kind of car, or those kind of clothesProduct placement allows viewers to not realize they are watching an advertisement, when truly they are. You can see it in almost every movie, TV show, or sporting event. Whether it be a character in a show driving a Ford Explorer, or an olympic runner wearing Nike shoes. In almost all cases, the products shown in movies and TV shows were put their by paying advertisers.
- Product placement can actually be a very effect way for advertisers to show their products. The effectiveness of it is all based on the amount of time the product is shown, the reoccurrence of the product throughout the movie/TV show, and the product has to be visible in its appearances. Some great examples of how product placement has worked can be seen in: Back to the Future, where the Delorean is actually the middle point of the entire movie, and the car its self is very recognizable because of this movie alone. Coca-Cola did a good job by placing their product on American Idol which has been such a big show with millions of viewers. Three bright red cups with the Coca-Cola logo printed in white on them sat right in front of the judges during every show. In movies such as “Talladega Nights”, product placing was done in almost every scene, although the companies were recognizable in the movie, since their were countless products placed throughout the movie, it lowered the effectiveness of the advertising.http://www.wildsound-filmmaking-feedback-events.com/images/back_to_the_future_pic.jpghttp://api.ning.com/files/Ybwl6RNN80HlizA9WVKqwjSGoisp6ZoBlNsPxrSjKEdZPqKkZ6luks11i7*GagUmiH7z2fDnVV-y8WoRK5GoESEiJd3Pc*fl/Ricky_Bobby_closeup.jpg
- For the beginning steps in making a successful ad, you will need to first focus on ways to catch the viewers attention right away. You may want to include bright colors, bold fonts, catchy witty slogans, and comparisons to similar products. Anything that will help attract somebody to stopping and reading what your advertisement is about will help sell your product, or at least get it to be known.
- Having a slogan that is very creative and catchy is very helpful in getting your product known and most importantly, remembered. The slogan should be short, easy to remember, and something to get your point across in a creative way. Most catchy slogans have a rhythm, they rhyme, and flow nicely.
- Slogans are what get consumers that know nothing about the product, interested. The slogan should have a main point, and make you feel good about the product. The point is to get the consumers trust in the product. The advertiser also will want to have that slogan stuck in the consumers head so mentally it makes them want it. Even the small things in advertising are huge factors.
- Using cartoons is a smart and fun way to get your advertisement to be an “easy-view” Companies will create cartoons that slowly become famous solely for being cartoons just for that certain product. EX: Twinkie the Kid, Flintstone gummies, Cool-Aid Man, Hawaiian Punch, etc. Going with the cartoon method is very effective if your product is targeted towards young adults or even more so small children. The kids fall in love with the characters and soon enough the product is bought. Also, when targeting young kids, you can see almost every company will use the same mixture of colors in their ads, including: reds, yellows, blues, greens, purples. These bright and “happy” colors get the viewers attention fully on that one product.
- Comparative advertising is a very strong but risky way of advertising. By one company using this method, it opens up a battle between both companies involved. In the 1980’s, Pepsi produced an ad that showed blind-folded testers choosing Pepsi over Coke. This ad actually created what they called the “cola wars.” Nintendo and Sega also got into arguments over Sega’s slogan, “Sega does what Nintendon’t.” The most modern form of comparative advertising is now used between Verizon and A T and T.
- http://www.artistmike.com/Temp/SubliminalAd.html
- “a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients.”Helps companies get an outsiders ideas on advertising their productsAdvertising agencies are very helpful when it comes time to get a finalized ad published. They have people specialized in knowing exactly where letter placement should be, colors that should be used, slogans, and much more. It costs much more to have your ad made through an agency, but in return it will help the growth of your product.
- Companies these days are spending outrageous amounts of money on advertising alone. The prices above are solely advertising, that exclueds actual manufacturing of the products and paying workershttp://gorgeous-mommy.com/wp-content/uploads/2010/03/103007-olay-quench.jpghttp://makemoney99.com/wp-content/uploads/2008/12/make-money-online.jpghttp://2.bp.blogspot.com/_EfDesTx6c0U/Rs4SHsDL8SI/AAAAAAAAABE/qFRco-BGwkg/s320/crestToothpastePack_IL.jpghttp://www.forthemommas.com/wp-content/uploads/2010/01/pantene.jpg