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Advertising and Children

Advertising to children can be extremely influential. Children themselves can't purchase products but they can convince other family members to. The Council of Better Business Bureau's Children's Advertising Review Unit helps to manage what types of appeals children can see.
The book says that children between the ages of 6-12 spend around 7.4 hours a week online. Children 2-7 are exposed to around 13,904 ads a year. 30,155 for 8-12 and 28,655 for 13-17.

Here is a recent example of companies trying to get around advertising to children:
https://www.nbr.co.nz/article/six-brands-target-children-hidden-junk-food-advertising-digital-media-prof-ck-201930

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Advertising Substantiation

The FTC started the advertising substantiation program in 1971, requiring advertisers to have documentation supporting their claims. Claims like: safety, performance, efficacy, quality, or comparative price. This helps consumers to make rational and informed decisions.

Some recent advertisement claims:

No Man's Sky
http://www.polygon.com/2016/9/28/13093588/no-mans-sky-advertising-standards-authority-false-advertising

https://www.forbes.com/sites/kevinmurnane/2016/11/30/no-mans-sky-cleared-of-false-advertising-claims/#4be152c33ceb

SeaWorld
https://www.thestreet.com/story/13974788/1/seaworld-faces-consumer-suit-over-false-advertising.html

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Consumer Juries

Consumer juries evaluate ads and give their reactions to them. The ads are compared all at once and rated according to merit, the order or merit method, or they are compared two at a time, the paired comparisons method. The ad that wins the most times is considered the best ad and the one that will most likely be used. A consumer jury usually has around 50-100 participants.

More information on consumer juries:
http://www.businessmanagementideas.com/advertisement/how-to-measure-the-effectiveness-of-advertising/8842

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The Big Four of Social Media

The book says that the big four of social media are Facebook, Twitter, Google+, and Youtube. All very common names (except Google+) and are often a topic of daily conversation (except Google+).

Facebook has become extremely important to marketers, as has Twitter, with having their personal accounts and with ads adorning the edges of pages.

Google+? See link below.

Youtube is definitely a hotspot for advertisers.With ads on videos and posting their commercials its one of the best places for them to advertise (in my opinion).


Why do I keep bashing Google+?

Five Reasons Why Google+ Died
https://www.forbes.com/sites/stevedenning/2015/04/17/five-reasons-why-google-died/#41ce50544741

And for some fun, here's Wendy's Twitter.

Wendy’s Is Roasting People On Twitter, And It’s Just Too Funny
http://www.boredpanda.com/funny-wendy-jokes/

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Types of Newspaper Advertising

There are three types of newspaper advertisements: display advertising, classified advertising, and special ads and inserts.

Display advertising is found throughout a newspaper and has two sub-categories: local and national/general. Local advertising is by local businesses or retailers while national advertising is by national brands.

Classified advertising is one of a newspaper's significant sources of revenue. Classified ads are categorized under subheads like employment, real estate, and automotive.

Special ads can be government and financial reports and other financial or business notices. Special ads can also be political, promoting a candidate, issue, or cause. Inserts aren't actually in the newspaper but are included with the newspaper at delivery. Inserts are commonly catalogs or brochures.

Here are some instances of poorly constructed classified ads.

The 12 Dumbest Help Wanted Ads Ever | Reader's Digest
http://www.rd.com/funny-stuff/funny-classified-ads/

The 50 Funniest Classified Ads Ever (GALLERY) | WorldWideInterweb
http://worldwideinterweb.com/3982-funniest-classified-ads-ever/

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Limitations of Television: Costs

It takes a lot of money to get an ad on the air. Not only do you have to buy the airtime but you also have to make the commercial itself. The book says that the average cost of a 30-second commercial can be $350,000. Some companies also want a variety of ads that can appeal to different demographics which costs even more money.

The following link is to a list of the 10 most expensive commercials, as of 2015.
http://www.therichest.com/rich-list/the-biggest/the-10-most-expensive-tv-commercials-ever-made/

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Creative Aspects and Mood

It's hard to tell how an ad may be perceived. It can be viewed differently depending on the mood of the viewer at the time. TV makes it easier to invoke a certain mood because it used both sight and sound while a magazine ad relies only on sight. This doesn't make magazine ads worthless, however. It just makes the creator take this into account when creating a static ad.

When it comes to magazines, the already create a certain mood for a viewer. A skiing magazine makes you want to go skiing, a beauty magazine makes you want to look beautiful, and so on. You wouldn't expect to see a ski boots ad in a women's beauty magazine, nor would you expect an eyeliner ad in a skiing magazine. The magazine has already created a mood, making it easier for companies that sell related products to get noticed by viewers. It would be pointless and a waste of money to put a nonrelevant ad in a magazine where it would get no attention.

Here are some instances of ad placement gone wrong, not just in TV and magazines. Sometimes these are unavoidable, others really should have been caught during editing.
https://www.buzzfeed.com/jessicamisener/totally-unfortunate-ad-placements?utm_term=.vujPaDKaa#.mmrgdvRdd

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Advertising Execution: Animation and Humor

The book lists twelve types of ways that companies can execute their ads:

Straight-sell or factual message
Scientific/technical evidence
Demonstration
Comparison
Testimonial
Slice of life
Animation
Personality symbol
Imagery
Dramatization
Humor
Combinations

One fairly common execution is animation. Oftentimes animations are humorous (though there are exceptions) which the book would consider a combination since it uses two techniques. Chipotle has embraced animation in their advertisements, not all of them humorous.

Here are a few examples:

A Love Story - Chipotle

Fans - M&M

And a link about why animation in ads is as prevalent as it is.

http://www.animationcareerreview.com/articles/animation-advertising-how-important-it

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The Creative Process

James Webb Young from J. Water Thompson agency detailed what he believed was the creative process in advertising and compiled it into five steps: immersion, digestion, incubation, illumination, and reality or verification.

1. Immersion is getting information and material via research.
2. Digestion is mulling over the gathered information in your mind.
3. Incubation is to stop thinking about it and let your subconscious do the work.
4. Illumination is having an idea in mind.
5. Reality or Verification is studying the idea to see if it works in application.

This process is similar to the process developed by Graham Wallas in his book The Art of Thought.

1. Preparation is gathering information.
2. Incubation is letting the idea develop.
3. Illumination is seeing the "light" or solution to the problem.
4. Verification is seeing if the solution is practical or appropriate.

These are by no means concrete methods, every artist has their own process.

Here is an article about how different creative directors encourage a creative environment.
Genius or Process? How Top Creative Directors Come Up With Great Ideas

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Types of Message Appeals

The book lists three main type of appeals in media: comparative advertising, fear, and humor appeals.
Comparative advertising when an ad for a company directly or indirectly mentions a competing company. This is mostly useful for new brands to set them apart from their competitors. Apple used this strategy with its "Get a Mac" campaign, poking fun at the Windows operating system. Phone companies are well known for this tactic.
Fear appeals are fairly common among drug prevention campaigns. This tactic elicits a fear response in the viewer making them want to avoid drugs in the case of antidrug ads.
Humor appeals are far more common and many people recall them easier than other types of appeals. This is the opposite of the fear response. These ads make you feel good while fear ads can intentionally leave a bad taste in your mouth.

This is one of the "Get a Mac" ads.

Most antidrug campaigns use fear tactics.

This Doritos commercial uses humor (like most Dorito commercials do)

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Darth Vader Volkswagon Commercial 2012

https://www.youtube.com/watch?v=eGZNocni6zE

To this day, this is still my favorite commercial of all time. I have yet to find a commercial that I feel tops this one, in my personal opinion.

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The Basic Communication Model

The book describes communication as "the passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and receiver." To simplify, communication is the passing of information from a sender to a receiver. The book also provides an illustrated example of communication known as source encoding (also known as the encode-decode model).

Here is an example of how source encoding works between humans in general. The source encodes or speaks to the receiver, producing a message. The receiver then decodes the message or interprets the message. Noise also occurs throughout this process and can distort the message. This is a very simplified version of the source encoding model.

This image was pulled from the following website which further describes how the model works on a person-to-person basis.
http://www.sltinfo.com/the-encode-decode-model-of-communication/

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How Agencies Gain and Lose Clients

There are many reasons an agency may lose clients: poor performance or service, poor communication, and unrealistic demands from the client are a few fairly common examples. How agency gains clients is ultimately more interesting.

Agencies can gain clients via referrals. Referrals are when a person or other company refers a client to the business. Agencies can also gain clients from solicitation which is more common which is when the agency reaches out to specifically find clients to work with. Sometimes agencies get invited to present themselves to a company and outline their aptitude and capabilities. Agencies also seek out clients via public relations, like working with charities. An agency's image a reputation can also attribute to the clients they gain. If the company looks good, people will want to hire them.

http://www.marketingprofs.com/7/how-agencies-reach-potential-clients-colbourne.asp

The above article is about reasons a company would be more inclined to work with a specific ad agency. The most popular reason being "good chemistry."

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Touch Points

Touch points are how consumers hear, experience, or encounter a business. The books lists four types of touch points: company created touch points, intrinsic touch points, unexpected touchpoints, and customer-initiated touch points. Company created touch points are things like ads or other materials that a company produces. Intrinsic touch points occur when a person is in the process of buying or using a company's product. Unexpected touch points happen when a person hears or learns about the company from somewhere other than the company itself, like gossip. Consumer initiated touch points occur when a person specifically contacts the company. Touch points are extremely important and are the main reason advertisements work.

This link shows the ways Apple uses touch points to benefit their image.

http://www.forbes.com/sites/michellegreenwald/2014/05/21/20-ways-apple-masters-customer-touchpoints-why-its-great-for-business/#3db3aed93b35