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By Liz, Dan &

Beth
COM-255-111

PRINCIPLES OF ADVERTISING
Advertising: A complex, mostly paid form of communication that uses mass
media to reach broad audiences and connect the identified sponsor to the
target audience
A type of marketing communication
Marketing communication: All the communication techniques used to
reach customers and deliver a message
Branding/Positioning strategy: The way marketers create a special
meaning for a product by creating a brand image to distinguish the brand
in a marketplace already cluttered with similar brands and products
Target audience: A more specific group of people to whom an
advertisement is directed and whose response determines if the ad is
effective
Targeting: Identifying the people who are the desired audience for the
message
Without targeting the right audience, money would be wasted on an
audience that wont buy the product

PRINCIPLES OF ADVERTISING
Characteristics of Good Modern Advertising
Strong advertising strategy: The logic and planning behind an
advertisement
Research the target audience and develop a strategy to reach them

Strong creative idea/concept: Focus on one main theme/concept in the ad

Strong creative execution: Well-thought-out details and well-produced
quality
Creative use of the media: Deciding the best place/means to deliver the ad
Choose outlets that will efficiently and effectively reach the target audience
Cost-effectiveness: Reaching many people for little money

Effective ads: Advertisements that deliver the message that the advertiser
intended and consumers respond as the advertisers hoped they would
Gain attention
Create a positive impression for the brand
Separate the brand from the competition in the mind of consumers
Influence people to respond in the desired ways

 Hierarchy of Effects Model: A

linear model that works in
purchasing decisions
Awareness See or hear
about the product
Comprehension Understand
what the product is and how
itll benefit oneself
Conviction Develop positive
attitudes toward the product
Action Buy the product
Advertising can only influence
awareness, comprehension
and conviction

Action

PRINCIPLES OF ADVERTISING

Awareness
Comprehensio
n
Conviction

THE CHANGING LANDSCAPE IN

ADVERTISING

TRADITIONAL

Print
Nonpersonal
One-way

MODERN

Digital
Personal
Bi-directional

Modern advertising focuses on the user

experience and integrated marketing,
and the Internet helps make it
possible.

THE USER EXPERIENCE: CONTEXT

ADVERTISING
Contextual advertising: A form of targeted advertising for
advertisements appearing on websites or other media, such as
content displayed in mobile browsers
The advertisements themselves are selected and served by
automated systems based on the content displayed to the user

Contextual
Ad

Subje

THE USER EXPERIENCE: BEHAVIOR

TARGETING
Behavioral targeting (BT): Uses information collected on an
individuals web-browsing behavior, such as pages they have visited
or the searches they have made, to select which advertisements to
display to that individual
Helps reach target audience
Allows site owners or ad networks to display content more
readin
g
adding
relevant to the interests of the individual viewing the page
about
Foster the
Some studies have found it more effective than contextual
the
People to
Jets
bands I
advertising

NFL
draft
visiting
the
Relay
For Life
site

looking
up
shows at
The
Chance
browsin
g art
techniqu

like, and
searching
their lyrics
research
ing
studying
abroad

reading
about
video
games
online
dress

THE USER EXPERIENCE: BEHAVIOR

TARGETING
Behavioral targeting sparks controversy over privacy issues
Violates users expectations of privacy
Implied consent: Web activity is tracked by advertisers
without the users awareness or consent
Tracking cookies: Enable the provider that inserted them to
track the web sites that an individual has visited and capture
these data and store them along with the IP address that
identifies the user
Web beacons: Code on web pages that determine that an
individual has opened a page, captures the IP address of that
individual, then can track the activity of the individual on a site
e.g. Facebook Beacon Ads: Takes data from web destinations and
mashes it up with Facebooks internal information to help build more
focused advertising messages
The javascript on the site pops up a little screen
which asks if you want to publish the information
on Facebook. If you say no, your friends wont see
the information, but apparently Facebook still
receives it. This means that if you are a Facebook
member, Facebook will know what you are doing
on each of their partner sites. And there is no way
for you to opt out of that.
http://gigaom.com/2007/11/06/facebook-beacon-privacy-iss
ues/

THE USER EXPERIENCE: SEMANTIC

TARGETING
Semantic targeting: Like contextual advertising, but instead of scanning a
page for bided keywords, it examines all the words and identifies the senses
of those words.
Examines all the words before it accurately identifies the subject matter
of the entire text and delivers an in-context advertisement; Prevents
incorrectly assigned ads due to words with multiple meanings

Sentiment analysis:
Can determine whether
content is talking about
a subject in a positive or
negative light
Includes availability of
brand protection filtering
For example, it can
block the placement of
erotic ads that would
hurt a brands image

e.g. An ad for Wrigley

Village Rooftops was placed
aside this e-mail from the
MLB (i.e. Wrigley Field)

THE USER EXPERIENCE: INTERACTIVITY

Interactive advertising: Uses online interactive media to communicate
with consumers and execute promotions; Creates a two-way communication
Promotes repeated traffic to websites, viral marketing, and an increased
likelihood for consumers to remember the brand
Emphasis on user-generated content (UGC)
e.g. HP You on You Contest
e.g. PixFusion

Advergaming: Using video games to advertise

Above the Line (ATL): Games on a website that feature the companys
products and aim to increase consumers time spent on website
Below the Line (BTL): Games published as usual but involve advertising
Product placement: The deep integration of products/brands in
gameplay
e.g. NFL games, Food Force, Homefront
Through the Line (TTL): Uses URL hyperlinks within the game, designed to
induce the player to visit a webpage with a BTL ad

Honda Fit game

IMC: MULTIMODAL ADVERTISING

Integrated Marketing Communication (IMC): The coordination and
integration of all marketing communication tools, avenues, functions and
sources within a company into a seamless program that maximizes the
impact on consumers and other end users at a minimal cost
Multimodal advertising: Uses multiple modes (e.g. mobile phones)
Call Genie: Customers can monetize local mobile search traffic with
coupons and promotions; Can provide its customers with a multi-modal,
multi-event hosted service for purposes of tracking, logging,
summarizing, and reporting on the various actions taken by consumers
with respect to such promotions
http://www.acm.org/icmi/1998/Papers/Lyons.pdf
About a multimodal interactive advertising that integrates computer
vision and speech recognition technologies to allow the advertising
display to determine when a customer is nearby and to respond to
that customers location in space, gestures and speech. The
application has been tested in the laboratory and exhibition hall
settings but has not yet been deployed in public.

Call Genie demos

IMC: SOCIAL MEDIA MARKETING

Social Media Marketing (SMM): Centers on efforts to create
content that attracts attention and encourages readers to share it
with their social networks
Social media has become a platform that is easily accessible to
anyone with internet access
A corporate message spreads from user to user and presumably
resonates because it is coming from a trusted, third-party source,
as opposed to the brand or company itself
Increased communication for organizations fosters brand
awareness and often, improved customer service
Serves as a relatively inexpensive platform for organizations to
implement marketing campaigns
Viral marketing: Designed to create a groundswell of demand for a
product based on messages circulated on the internet; consumers
create buzz about a product or brand
Videos, Flash games, brandable software, images, texts, e-mails,
blogs

FourSquare
Integrates multimodal advertising
and social media marketing

IMC: CUSTOMER RELATIONSHIP

MARKETING
Customer Relationship
Marketing (CRM): Focuses on
customer-relationship
management; Maintains
relationships by communicating
with customers and keeping
track of their interactions
e.g. Sending birthday ecards and e-mailing sales
promotions
Permission marketing:
Presents customers with the
options to allow the
company to send them
promotional materials
e.g. Subscribing to a
newsletter received
through e-mail
Creates some controversy
because of intrusiveness

SEARCH ENGINE MARKETING (SEM)

Search Engine Marketing (SEM): Seeks to promote websites by
increasing their visibility in search engine result pages (SERPs)
through the use of paid placement and contextual advertising
Paid placement
Pay Per Click (PPC): An Internet advertising model used to direct
traffic to websites, where advertisers pay the hosting service when
the ad is clicked
Cost Per Click (CPC)
With search engines, advertisers typically bid on keyword phrases
relevant to the target market; With content sites, there is typically a
charged fixed price per click

Search Engine Optimization (SEO): The process of improving

visibility of a website or webpage in search engines via the
natural or un-paid (organic/algorithmic) search results
Earlier placement in results and higher frequency of results leads to
more visitors
Considers which search engines are used and what terms are
searched
Optimizing a website may involve editing the HTML and associated
content/links

SEM: GOOGLE AD SENSE

Google AdSense: A free, simple way for website publishers of all
sizes to earn money by displaying targeted Google ads on their
websites, and allows companies to search their site users while
earning money by displaying Google ads on the search results pages
Googles servers use a cache of the page to determine a set of highvalue keywords
E-mail from the ACS
about Relay For Life

E-mail from
Wachovia about
balance alert

E-mail from
potential internship

E-mail from mom

about summer

SEM: GOOGLE AD SENSE

How Google AdSense Works
1. Choose the type and placement of ad units to be displayed

Specify where ads should appear

Choose what types of ads can compete for those slots

2. Highest-paying ads display

Advertisers bid on inventory in a real-time auction

Always show the highest-paying ad

3. Get paid

Google bills advertisers and ad networks

Get paid through reliable payment options

SEM: GOOGLE AD WORDS

Google AdWords: Allows the creation of ads and selection of
keywords so that when users search on Google using one of those
keywords, the ad may appear next to the search results
Helps advertise to an audience already interested in the product
Only requires payment when people click on the ads

Searc
h

Advertiseme
nts

FREEMIUMS AND PAYWALLS

Freemium: A business model that works by offering a basic
product/service free of charge (such as software, web services, etc.)
while charging a premium for advanced features, functionality, or
related products/services
Current concern about what happens when people start ignoring ads
on web pages
Currently
being
Paywall:
Blocks
access to a webpage with a screen requiring
implemented
with some
payment
periodicals and
newspapers online
e.g.
The New York Times

http://mashable.com/2010/08/17/web-faceoff-freemium-vs-ad-su
pported/