Brand ad

Types of Advertising

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• Brand Advertising– Focused on brand identity, benefits and image

• Retail or Local Advertising– Focused on selling merchandise in a

geographical area

• Direct Response Advertising– Tries to stimulate a sale directly

• Business-to-Business– Sent from one business to another

ROLES AND TYPES OF ADVERTISING

Brand ad

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Brand or Retail?

Burger King

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Types of Advertising

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• Corporate Advertising– Focused on establishing a corporate identity or

winning the public over to the organization’s point of view

• Nonprofit Advertising– Used by nonprofits like charities, hospitals,

orchestras, museums, and churches for customer, members, volunteers, and donors

• Public Service Advertising– Usually produced and run for free on behalf of

a good cause

ROLES AND TYPES OF ADVERTISING

Corporate Ad

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Top Ten U.S. Advertisers

THE KEY PLAYERS

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Top Agencies

BBDO McCann-Erickson Draft FCB Euro RSCG

Y&R JWT DDB Saatchi & Saatchi

Homework Visit the sites of the top 5 ad agencies Write a paragraph about which one

impressed you the most and why. Email to Alex (cc: me) before next

class.

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Inside an ad agency

Advertising and Society

Advertising Principles and Practices

Questions We’ll Answer

What kind of power does advertising have in society, and what are its limitations?

Why and how is advertising regulated?

What guides ethical behavior in advertising?

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Whirlpool + Habitat for Humanity = Good Business

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• How did Whirlpool get their target market to think about their brand, even when they didn’t need it?

• How did Whirlpool execute the idea?

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What is advertising’s role in society?

Most of the time advertising is used for neutral or good purposes; acting in a socially responsible way, as the ad for Shell demonstrates.

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Bullshit!

“To solve a local crisis with its image.” But let’s look a little more closely Socially responsible ads are not always

altruistic We must take a balanced view, neither

entirely positive or entirely negative The truth is (almost) always in-between.

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1. Microsoft

2. Whole Foods Market

3. Kellogg’s

4. McDonald’s

5. The Home Depot

6. Walt Disney

7. UPS

8. Coca-Cola

9. Starbucks

10. PepsiCo

Top 20 Socially and Environmentally Responsible Companies

Source: National Marketing Institute, 2006.

11. Johnson & Johnson

12. Procter & Gamble

13. Kimberly-Clark

14. Lowe’s

15. Target

16. Ford

17. Apple

18. Dell

19. H.J. Heinz

20. Eastman Kodak

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Where is Shell?

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Advertising’s Role in Society:Demand Creation Debate

Critics say advertising creates demand, driving consumers to buy products unnecessarily.

Proponents say companies invest in research to find out what consumers want.

Audiences can refuse to buy products they don’t need.

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Advertising’s Role in Society:Shape vs. Mirror Debate

Does advertising create or reflect social values?

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Advertising’s Role in Society:Overcommercialization Debate

Does advertising make people materialistic?

Critics say the lines between advertising and news and entertainment are blurred.

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American Idol

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Other Social Responsibility Issues: An Overview

Poor taste and offensive advertising Lack of diversity and stereotyping

(ethnic, gender, age, etc.) Sex appeals and body image problems Deceptive advertising The issues surrounding the advertising

of controversial products

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Portraying Diverse People

Common problems include: Gender stereotypes Body image and self-image Racial and ethnic stereotypes Cultural differences in global advertising Age-related stereotypes Advertising to children

Principle: Stereotyping is negative when it reduces

a group of people to a caricature.

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A recent article

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Real Beauty

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A cigarette ad

American Spirit Camel

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Exploitation?

Deceptive Ads

A statement (or omission) that is Likely to mislead A reasonable consumer About a material fact.

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Organizations That Oversee Advertising

3-20Prentice Hall, © 2009

Poor taste and offensive advertising

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Snickers

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Poor Taste and Offensive Advertising

Creating general guidelines is difficult because people’s idea of “good taste” varies.

What is considered “offensive” changes over time.

Principle: Testing helps identify these problems before they

happen.

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Homework

Read the attached article. Send a paragraph with your POV to Alex. Due before next class.

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Sex in Advertising

It’s becoming more blatant, especially when it’s not relevant to the product.

Should sex be used to sell pizza, hamburgers, and truck parts?

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Age-related Stereotype?

Where’s the Beef? The line is very fine between brilliance

and disaster.

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Message-related Issues

False advertising is a message that is untrue. Misleading claims are grossly exaggerated

claims made by advertisers about products. Puffery is advertising that praises the item to be

sold with subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts.”

Principles: Advertising claims are unethical if they are false,

misleading, or deceptive.

Puffery may be legal, but if it turns off the target audience then nothing is gained by using such a message strategy.

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Frosted Flakes