Brand ad
ROLES AND TYPES OF ADVERTISING
Types of Advertising
• Brand Advertising
– Focused on brand identity, benefits and image
• Retail or Local Advertising
– Focused on selling merchandise in a
geographical area
• Direct Response Advertising
– Tries to stimulate a sale directly
• Business-to-Business
– Sent from one business to another
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Brand ad
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Brand or Retail?
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Burger King
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ROLES AND TYPES OF ADVERTISING
Types of Advertising
• Corporate Advertising
– Focused on establishing a corporate identity or
winning the public over to the organization’s
point of view
• Nonprofit Advertising
– Used by nonprofits like charities, hospitals,
orchestras, museums, and churches for
customer, members, volunteers, and donors
• Public Service Advertising
– Usually produced and run for free on behalf of
a good cause
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Corporate Ad
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THE KEY PLAYERS
Top Ten U.S. Advertisers
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Top Agencies
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BBDO
McCann-Erickson
Draft FCB
Euro RSCG
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1-11
Y&R
JWT
DDB
Saatchi & Saatchi
Homework
Visit the sites of the top 5 ad agencies
 Write a paragraph about which one
impressed you the most and why.
 Email to Alex (cc: me) before next
class.
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Inside an ad agency
1-13
Advertising Principles
and Practices
Advertising
and Society
Questions We’ll Answer
What kind of power does
advertising have in society, and
what are its limitations?
 Why and how is advertising
regulated?
 What guides ethical behavior in
advertising?
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3-2
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Whirlpool + Habitat for Humanity
= Good Business
\
• How did Whirlpool
get their target market
to think about their
brand, even when they
didn’t need it?
• How did Whirlpool
execute the idea?
3-3
What is advertising’s
role in society?
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Most of the time advertising is used for
neutral or good purposes; acting in a
socially responsible way, as the ad
for Shell demonstrates.
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Bullshit!
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“To solve a local crisis with its image.”
But let’s look a little more closely
Socially responsible ads are not always
altruistic
We must take a balanced view, neither
entirely positive or entirely negative
The truth is (almost) always in-between.
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Top 20 Socially and Environmentally
Responsible Companies
1. Microsoft
11. Johnson & Johnson
2. Whole Foods Market
12. Procter & Gamble
3. Kellogg’s
13. Kimberly-Clark
4. McDonald’s
14. Lowe’s
5. The Home Depot
15. Target
6. Walt Disney
16. Ford
7. UPS
17. Apple
8. Coca-Cola
18. Dell
9. Starbucks
19. H.J. Heinz
10. PepsiCo
20. Eastman Kodak
Source: National Marketing Institute, 2006.
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Where is Shell?
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Advertising’s Role in Society:
Demand Creation Debate
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Critics say advertising creates demand,
driving consumers to buy products
unnecessarily.
Proponents say companies invest in
research to find out what consumers
want.
Audiences can refuse to buy products
they don’t need.
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Advertising’s Role in Society:
Shape vs. Mirror Debate
Does advertising create or reflect
social values?
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Advertising’s Role in Society:
Overcommercialization Debate
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Does advertising make people materialistic?
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Critics say the lines between advertising and
news and entertainment are blurred.
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American Idol
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Other Social Responsibility
Issues: An Overview
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Poor taste and offensive advertising
Lack of diversity and stereotyping
(ethnic, gender, age, etc.)
Sex appeals and body image problems
Deceptive advertising
The issues surrounding the advertising
of controversial products
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Portraying Diverse People
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Common problems include:
 Gender stereotypes
 Body image and self-image
 Racial and ethnic stereotypes
 Cultural differences in global advertising
 Age-related stereotypes
 Advertising to children
Principle:
Stereotyping is negative when it reduces
a group of people to a caricature.
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A recent article
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Real Beauty
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A cigarette ad
American Spirit
 Camel
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Exploitation?
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Deceptive Ads
A statement (or omission) that is
 Likely to mislead
 A reasonable consumer
 About a material fact.
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Organizations That Oversee
Advertising
Prentice Hall, © 2009
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Poor taste and offensive
advertising
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Snickers
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Poor Taste and Offensive
Advertising
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Creating general guidelines is difficult because
people’s idea of “good taste” varies.
What is considered “offensive” changes over
time.
Principle:
Testing helps identify these problems before they
happen.
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Homework
Read the attached article.
 Send a paragraph with your POV to Alex.
 Due before next class.
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Sex in Advertising
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It’s becoming more blatant, especially when
it’s not relevant to the product.
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Should sex be used to sell pizza, hamburgers,
and truck parts?
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Age-related Stereotype?
Where’s the Beef?
 The line is very fine between brilliance
and disaster.
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Message-related Issues
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False advertising is a message that is untrue.
Misleading claims are grossly exaggerated
claims made by advertisers about products.
Puffery is advertising that praises the item to be
sold with subjective opinions, superlatives, or
exaggerations, vaguely and generally, stating no
specific facts.”
Principles:
Advertising claims are unethical if they are false,
misleading, or deceptive.
Puffery may be legal, but if it turns off the target audience
then nothing is gained by using such a message strategy.
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Frosted Flakes
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