ADVERTISING (notes)

 MEMORABLE ADS

THE CADBURYS GORILLA

HASTINGS

SAUVAGE WITH JOHNNY DEPP

SNICKERS

ADVERTISING ON DIFFERENT MEDIA PLATFORMS

RADIO ADVERT

• DELICIOUSNESS
• 'Everyone loves kit-kats - you probably want one now!'
• Aimed at a wide range, but sweets are often advertised to children and parents. 

TV ADVERT

• NOVELTY
• 'You'll be cool and mysterious if you buy our perfume.'
• Celebrity endorsement.
• Aimed at men who could be fans of Johnny Depp.

MAGAZINE ADVERT

• RELATABILITY
• 'This sofa is cosy, buy it to be cosy.'
• Readers of the magazine - tailored to middle aged women?

KEY MESSAGE, TARGET AUDIENCE

WHAT MAKES AN ADVERT MEMORABLE?

I'm really interested in the theory behind advertising, the strategy that goes into convincing members of the public to buy things. Whilst not being on board with capitalism as a whole, I'm truly invested in the how and why of its systems. Advertising is impossible to avoid, which I believe is unethical - that being said, it's fascinating and you can learn so much about 

wackaging/being weird (and why that's saturated nowadays) - constant one-upping

being catchy/earworms

being controversial/backlash (nike, greggs vegan, keurig, that one where kendall jenner stops a riot with pepsi)/boycotts - people getting angry will do your advertising for you

showing support for an issue (both for good reputation and backlash from opposition like nike)

so bad it's good (perfume adverts like sauvage, my favourite advert because it's quotably funny) 

humanising social media brands (not tv but interactions between brand ambassadors)

obligatory capitalism mention - so many brands vying for public attention, overwhelming

Press releases

ADVERTISING CAMPAIGNS

CROSS MEDIA

TRADITIONAL MEDIA VS. NEW MEDIA

INTERNET ADVERTISING

• COOKIES
• POP UP ADS
• PRODUCT PLACEMENT
• BRAND TWITTER HUMANISING
• EMAIL MARKETING
• WEB BANNERS 
• SEARCH ENGINE MARKETING
• ADSENSE EW

ABOVE VS. BELOW THE LINE ADVERTISING

ABOVE -> BANNER IN THE STREET

BELOW -> TARGETED ADS ON YOUR FEED

POP-UPS

POP-UNDERS

WEB BANNERS

EMAIL MARKETING

CONTEXTUAL ADVERTISING

SARCH ENGINE MARKETING

VLOGGERS AND BLOGGERS

CELEBRITY ENDORSEMENT

BLACK OPIUM - YVES ST. LAURENT

Endorsed by Zoe Kravitz

WHAT IS THE PURPOSE OF CELEBRITY ENDORSEMENT?

• TARGET DEMOGRAPHIC - CLASS, GENDER, AGE ETC.
• GEOGRAPHICS - GEOGRAPHICAL STATUS
• PSYCHOGRAPHICS - PERSONALITY, LIFESTYLE, VALUES ETC.

PSYCHOGRAPHICS

• MAINSTREAMERS
• ASPIRERS 
• SUCCEEDERS
• RESIGNED
• EXPLORERS
• STRUGGLERS
• REFORMERS