MKTG 435 Midterm: MKTG 435 Midterm Summary
14 Feb 2017
School
Department
Course
Professor
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We need to understand the times in which marketing is being used (and advertising)
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Advertising is the full integrating marketing communications piece
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She discovers soap and now her husband is paying attention to her because now she is using
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Comparison to high-end brands - Gucci perfume brands- done more through imagery and lifestyle brands
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It has to key into the times in order for an advertising piece to seem authentic
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Helen 12 trees ad
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Creating wealth, creating capital- once you have money you need to reinvest to create money in more ways. When
you are investing more money you will be able to
Rise of Capitalism
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’s
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People start going from rural farms communities (barely talk to neighbours, mainly maintain their own existence)
and then people start migrating to urban areas. People start to specialize in a specific area- you need to acquire the
things you need, the way you find the things you need is through advertisement
Industrial Revolution
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You use to go to the corner store and say I need soap and they would cut soap off of it (idea of Lush soap). There
was no branding or differentiation to the soap. Manufacturers realize they can put a name on something- Ior
soap, Coke - it is somehow different it somehow has an identity. They need a way to communicate this identity -
this rises through advertising
Manufacturer Channel Power
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As more people could read = newspapers= communications through here, this became a starting point for this
media. TV = money. Symbiotic relationship for mass media and advertising - they can help each other with $
Rise of Mass Media
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Where has modern advertising come from?
We are talking aout the one to an counication where ou don’t hae the opportunit to talk to people
First example was in a classified ad - created a space where manufacturers or people would have things to sell could list
them in the papers
The first example was a very factual type of communication
People started to realize the can lie a little it-a cure resoles diseases - called the PT Barnum era- people were
starting to lie and exaggerate Dr. Batt’s Astha Cigarettes - era where there was almost no regulation of advertising.
What happened at the end? People started saying this was a problem for advertising, marketing and business in general.
This is where the food and drug adinistration was created in order to create regulations. Death suad created the clear
touch point to go to the government to create regulations within the food industry and awareness of the sneaky sales
tactics. (This era ends towards the tail end of WW1)
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Where did advertising first begin?
The roaring 20s
People were out to have fun and they had a lot of money and they were out to spend it
Advertisers were rock stars in this era
Copywriters were sons of preachers (the ability to command a room), it was exciting to be apart of business
Listerine ad- People are eating canned goods and they need something to get rid of the bad breath. When people are in
the city advertisers are creating worries about day to day things because they are framed around the fear about not being
part of the society or being accepted in the era (soaps, body washes, mouthwash)
Standard plumbing fixtures- there was an interest in scientific advances and cleanliness. Things like small pox, etc. were
starting to affect the environment - the ads were working with the sensibility of the time, bathroom is very simple, safe,
clean and healthy - a place where you can be safe/ clean
Rise of the advertiser, positive advertising, known for the things they are consuming and the complementary goods that
go with those products
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1920s
People pulled their money out of advertising (blamed for depression)
Call for more regulation within the industry
Era where advertisers really wanted to get their bang for their buck, there was a dark look to the ads
Hoover ad - talking about even in the highest homes and the lowest homes it is economical, you are buying it because
everyone needs it
Realize that 70-80% of the purchases in this era are made by the wife, language has to be targeted at the women
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Depression (1929-1941)
Advertising could get good will if they were part of the war
Good way to clean up the image for advertisers
After the war ended they leveraged the goodwill- Coke gave coke to the front line troops wherever they could (they would
have to set up bottling plants everywhere in the world in order to distribute to the troops), it was an example of a taste of
home, Coke got a strong identity in the workplace
Era of the nuclear family, era of science (our buddy the atom), advertising that leveraged the scientific side of ads
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World War 2 and the 50s
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Modern advertising has gone through an evolution that has gone through societal development and societal norms
Introduction class
MKTG 435 Midterm Summary
February 14, 2017
3:04 PM
MKTG 435 Page 1
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Era of the nuclear family, era of science (our buddy the atom), advertising that leveraged the scientific side of ads
Scientific highlights on ads- gives you information about the scientific benefit of the product, wanted to see that the
product had been tested and made sense
The era of Mad Men, the era of the copywriter
Storytelling was a big part of advertising
Rolls Royce- where people would actually read the whole line if they enjoyed the headline of the ad
Moving away from factual based to storytelling
Lemon VW- it is not a good VW, discussing details about the car and telling how the German inspector would not give this
car a passing grade, highlights the story that we made sure the quality is very important
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Peace, Love and Creativity
Start to see a change in the individuals working in the advertising- there are black industries and women working in the
industry
It is the e era, pet rocks, ood rings -I can’t take care of ou until i take care of e first
Start to see people of colour in these ads
Ads framed around me first
Burger King ad- it is not just fast food but fast food that we can tailor to you
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1970s
Era of the young urban professionals, double income family
Money and status started to become important- the type of suit, car you drove became important because it was a
measure of success
Return to conservative values- the economy was struggling, we want to make sure that we are buying quality
Era of wall street - the corporate take over, expectation that it was okay in business
Morning in america- Ad captures the spirit of the time, Ad was instrumental in regan getting re-elected, storytelling of the
american ideal, visually it was about the american ideal going to work and providing for your family, showing people going
to white collar job, wholesome classic american jobs, appealing to a specific demographic of conservative white voters
Rise of MTV - it just showed music videos, they talked about fast cuts (things start moving into short snippets)
Coke ad - fast cuts, people found it really disturbing, we go to faster cuts
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Designer Era ’s
Advertising starts to become really self aware, target ad you know it is target from the logo- people can recognize the
visual imagery, ads start to become more about brand image and less about the product
We start to see more in the rise in the LGBQ society - Paris Las Vegas- 2 sets of mens clothes together because there was
more awareness of these other groups (the spending money of these other groups)
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The E-Revolution Begins (1990s)
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Consumers have more power in Web 2.0 - consuers don’t passiel receie ads as the coe we watch netflix, we watch on
youtube)
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People have moved the way they engage marketing and advertising - consumers have a lot more control over what they see
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Ad for the guys throwing glasses on eachothers faces - ad for ray bands, never hide was a ray band slogan- this is something that
people might share with their friends - creates the brand identity without explicitly talking about the brand
Choosing someone by someone who is influential (has a lot of followers, has a lot of retweets - picking Demi Moore
Picking something you can actually do something around- making them humorous tweets
Sales were up 55% from April-June that they led the campaign, sales were up 107% that they lead the online video
campaign
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Old Spice - men might want to smell nice for women, women spend more money and men are more lazy, men who will just use
whatever product is in the shower - made the entire website have the same story, did a social media campaign where they
invited people to answer questions (he answered them in character)
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Consumer Empowerment and Web 2.0
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Healthy fit guy - looks like he runs a lot, possibly an athlete, all choices are deliberate and they are expecting that us as consumers are
making inferences
Ad Example in Class
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The ability to generate fresh, unique and appropriate ideas that can be effective solutions to communicate problems
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Advertising Creativity
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Clutter
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Emotional connection
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We don’t u products ased on cognitie - because of love, based on emotional as well.
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Creativity allows us to make that emotional connection to the product
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Why does advertising need creativity?
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Mp3 player
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Has very effectively created an emotional connection with consumers
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Apple silhouette commercial
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Shadow ad went across the product they sold, different genres of music
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Same model for the $99 shuffle
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Apple
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Creative Challenge
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Creative process
Copy platform
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Planning for creative strategy
Creative Strategy
MKTG 435 Page 2
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find more resources at oneclass.com
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Copy platform
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Is on the edge of telling consumer what the product does without having to tell the consumers the side effects
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The drug is about men feeling better about themselves
Instead of this being a drug about performance it is more about feeling better
Performance - a guy talking about going to his doctor sooner
Character- different races, different ages, average joe from different walks of life- they are trying to tell the story that
people are not alone
Awareness level was really high, 20% of those with ED went to talk to doctor and Viagra had ⅔of the market share
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First Canadian Ad they worked with taxi (out of toronto)
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Viagra ad
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Water conservation ad - save water by peeing the shower
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Kid voices, amusing images- creating the idea that everyone does it
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Let’s put it in the context where it is not threatening
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Portuguese Ad
Research is important -if ou don’t know where ou are starting fro ou can’t start to oe forward
What is market place i am operating in? What do I know about my product/ customer?
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Preparation
The thinking period, the period where the suits hate
Sometimes there are just thinking days
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Incubation
The ah-ha oent
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Illumination
You can create mock ups and run it by other people
Research comes into play here as well
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Verification
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4 stage creative process
Making sure we know what that story so that everyone can understand the core idea for the ad campaign
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Basic problem or opportunity the ad must address
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Target audience (s) and behaviour objective (s)
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Communication objectives
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Brand positioning strategy statement
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Creative strategy (theme, message appeal, source characteristics)
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Supporting information and requirements
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Copy Platform
product/service
Competition
Problems
Objectives
Tone
Story
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This is in our assignment (for the group project, pgs. 168-169 there is a sample of what a creative looks like)
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Creative brief
Where does the idea come from? How did we get the idea? How did we base this idea? How do we make sure this idea
works across different time/ space - it is the consistency of the idea
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Origin
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Consistency
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The central idea that we are framing the story around
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Creative theme
(otherwise known as the long idea)
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It has to hae a sipler thee also Nike’s Just Do It capaign
Central idea that has legs and can work for multiple years and for multiple contexts - taking the idea and how we can pulse
over time
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Energizer Bunny - the big idea
It makes a proposition (buy this product and you get this)
Uniqueness point - other firs or copetitors either can’t or aren’t interested in aking that product- you have the
copetitie adantage that other can’t do or duplicate, or ou hae a patent
Needs for move the mass millions - it actually has to matter to people, you want to have something that others will want
to do and it will actually matter to consumers
Trident Ad- the onl gu that is approed the Aerican Dental Association when ou can’t rush, chew trident
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Unique Selling Proposition
You don’t u a rand ecause of uniue ailit ut ecause of rand iage of a product - you buy it because of the story
Reebok Ad - the can’t outperfor the perforance rands, the cared out the arket in the iage stle I a what I
a capaign - athlete that was more like an underdog, showing a little bit of humanity, the tennis athlete who never
quite made it professional but there was something that made him a little human
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Creating a brand image
Inherent drama is often hard to find but it is always there, once found it is one of the most interesting and believable of
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Finding the Inherent Drama
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Examples:
MKTG 435 Page 3
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Introduction class: we need to understand the times in which marketing is being used (and advertising, advertising is the full integrating marketing communications piece, helen 12 trees ad. She discovers soap and now her husband is paying attention to her because now she is using. Comparison to high-end brands - gucci perfume brands- done more through imagery and lifestyle brands. It has to key into the times in order for an advertising piece to seem authentic. Where has modern advertising come from: modern advertising has gone through an evolution that has gone through societal development and societal norms. Creating wealth, creating capital- once you have money you need to reinvest to create money in more ways. When you are investing more money you will be able to. People start going from rural farms communities (barely talk to neighbours, mainly maintain their own existence) and then people start migrating to urban areas.
