What is an Advertising Campaign?
a series of advertising products and/or events linked by a core message or aim. These campaigns are also cross media advertising.
The Media:
Communication channels through which. news, entertainment, educational or promotional messages are disseminated. The internet, newspapers, magazines, television are considered as a group.
A Media Product (aKa Media text)
A single product like a book, magazine, video, audio, app, game etc..
Medium:
The form the product takes; the method of delivery.
Media Platform:
The tool by which information and content is distributed to the audience (e.g website, app, TV show, film, video game).
Market:
all the consumers who use a product, e.g cornflakes
Market share:
The percentage of those customers who use a particular brand.
Market research:
Activity of gathering information about the audience and their preferences. You can get market research through means like questionnaires and focus groups.
Brand Awareness:
The aim of advertising.
Segments:
Audience subgroups defined by sets of characteristics such as where they live or their lifestyle choices.
audience profile:
The specific demographic variables of an average target audience member for a given media product based on age, gender, income, ethnicity and interests.
USP:
Characteristics of a product that identifies it away from the competitors.
Value proposition:
A promise to a customer that they will receive and/or experience value for their custom. e.g Coca Cola promises to 'make you happy'.
General Aims for advertisements:
- Create brand awareness
- Introduce a new product into the market
- increase sales and achieve larger market shares than competitors.
- re brand an existing product
- generate feedback
- achieve a combination of the above
(have an example of each AND ADD IN LATER)
DIFFERENT TYPES OF ADVERTISING
Pop-ups:
Adverts that appear when using a specific web page
Pop-unders:
Adverts that appear when you close a page
Web banners:
adverts on a website hyperlinked to the advertiser's website.
Email marketing:
advertisers send adverts to your inbox if they have your email address
Contexual advertising:
adverts linked ro recent internet searches you've made (ie ADSENSE)
Search engine marketing:
companies pay search engines to display links to their other websites, and their presence ranking higher on searches.
Vloggers and bloggers:
Advertisers offer free products to influencers (ie Zoella)
Call to action:
In marketing, a call to action is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as "call now", "find out more" or "visit a store today".
Above the Line Advertising:
When there is advertising that everyone can see e.g a billboard or a bus advert. These adverts are not targeted to a specific person and hope that enough people of the TA see the advert.
Below the Line Advertising:
When adverts are targeted especially to YOU through sites tracking products you've viewed or websites you've gone on. This type of advertising includes pop-ups and a good example of below the line advertising is the 'You might also like' bit on Amazon.
THE LEGAL AND ETHICAL SIDES OF THINGS:
ASA is the UK's independent regulator of media across all platforms. Using the ASA, this makes adverts have to be honest, socially responsible, truthful, decent, legal, accurate. Additionally to this, they cannot endorse any sort of illegal activity. They have a selected council from all different walks of life to accurately represent the general public. If a company continuously breaks these rules then the ASA will forward them on to Trading Standards and Ofcom.
No comments:
Post a Comment