Notes 10-21-14 ADVERTISING

Chapter 10

You need to spend money to make money.

$4 million for a 30 second Super Bowl commercial 

$2 million for 30 second commercial during Friend's commercial 

Advertising is a vital link in our economy. It is as much about persuasion as it is about info.

Two concepts: to persuade and motivate (must be together) 

Advertising is much like other media writing:

• Process info and format for given media 
• Conduct research 
• Decide what info to use, to leave out
• Subject to many editors (not least of what is client)

Make sure you listen to what your client really wants (detail)

Understand The Product 

What about the product may appeal to users?

• Product: anything the advertising is designed to promote 

Take into consideration:

• What the products does and how it does it: Go Pros
• Physical characteristics (WV Beetle)
• History of product: credibility; sometimes, as campaign designed to change consumer thinking about a company
• Who makes product: brand loyalty (What is the competition?)
• Brand
• Price
• Competition