ww.WoltersWorld.com.
Thanks, Kevin.
Hi guys.
It's Mark here with Wolter's World and we're on the campus
of the University of Illinois in front of Foellinger Auditorium.
Having a very nice time here in this beautiful December day.
Look, I'm not even in a jacket who knew that
could happen at Illinois.
Anyway, what we're going to talk about today is advertising
and basically the overall idea of what advertising is.
Some of the key facets of it, uh, what are the kind
of types of advertising that are out there?
These kinds of things because a lot of people feel that
advertising and marketing are the same thing and they're not.
They both have a lot of similarities that go
into it, but they're just tiny similarities when
there's a lot more to the marketing beast and the
advertising beast themselves.
Now what we're going to focus on, if you wanna
look at where they connect.
If you look at marketing, marketing has these four
P's: product, price, uh, place, and promotion.
That fourth P, that promotion, that's where they link
up to advertising cause promotion communication.
Well, that's what advertising is.
It's communicating an idea.
It's communicating a message out to our customers.
Okay?
And if we look at like the four key facets of advertising
or what advertisements are, basically, you look at
one, the key thing is it's persuasive communication.
You're trying to persuade people to maybe buy your product.
You know, you know, buy Coke, or you're trying to persuade
them to believe in your cause.
You know, hey, you know, we have our Movember, you
know, check your balls, uh, public service announcement
here on Wolter's World.
We're trying to sell or communicate or persuade
you to check your balls.
Make sure you don't have testicular cancer.
These kinds of things.
All right.
So there's all kinds of things, b-but basically it
is persuasive communication, getting people to do something.
Another thing you have to look at is advertising isn't free.
It's something you have to pay for.
Okay?
Another thing you look at it is, it has to come with
some sort of medium, okay?
Whether it is an internet spot or a TV spot or on radio
or advertisers, or even if you put it on a t-shirt.
Like Wolter's World, which make good Christmas gifts.
Just saying, okay.
You have to have some medium that you're,
you're communicating with the customers.
Okay?
And it to transmit your idea.
And then also with advertising the, where the message is
coming from must be known.
So if you look at political advertisements at the end,
it always says this message was sponsored by tax-free
Americans or Americans for less taxes or whatever.
They're saying, where are the messages coming from.
So those are the key facets like, oh, background facets
you have to look at when you look at advertising.
Now, if you're looking at develop your advertisements,
I talked about the marketing side, those, those four P's.
Well guys, it's good to know the four P's of marketing
for advertising because these are, these are things
that you can communicate in your advertisements,
okay?
If you know the product which is the, you know,
value creation kind of thing.
We know the values that this product creates.
Well, then we can sell those.
We can put that in our advertisements so people can
buy it for those reasons.
Now, if we look at the types of advertisements that are
out there, there's three main kinds of advertisements.
One is called informative advertising.
Basically, if your product just comes out, if you go to the
product life cycle, you look at the i-introduction phase you're
looking at, hey, we're trying to tell me what our product is.
Inform them about it.
Build brand awareness, you know, these kinds of things.
So when Coke comes out with a new flavor, they have a lot
of commercials to inform you, hey, we have it out there.
Or if you look at retailers, they have, hey,
we have Christmas sales.
We're trying to inform people about it hence why it's called
informative advertising.
The second kind you have is what's called
persuasive advertising.
This comes out in the growth and maturity phase of the product
life cycle, because you're having a lot more competitions.
You're trying to persuade people to buy your product versus
somebody else's out there.
So you may say, hey, you know, our, our cleaning stuff
cleans two times as fast, as the low, as the leading brand.
Okay?
So you trying to persuade people to switch to you.
Another thing in the maturity phase of the con phase you have
the third type of advertising, which is reminder advertising.
We're not trying to get people to try it for the first time.
We're just trying to remind people to buy
it again and again.
Coca Cola does this because you look, I ask you, if I-I
interviewed my students, I have 700 students.
I ask how many people have never had a Coke.
There were 2 people out of 700 that never had a Coke.
So obviously Coca-Cola's commercials are not
about getting that first time Coke user.
They're reminding people to buy again and again.
Okay?
So those are the three main types of advertisement.
Now, if you look at how advertising focuses
on different things.
You have, you know, you have what's called institutional
advertisements, which is where Kellogg's brand cereals
or Coca-Cola brand products.
This overall institution we're selling the idea.
Boeing does this with our advertisers.
They talk about how safe their planes are.
They don't say, you know, 747.
They just say Boeing in general.
Okay.
So that's an institutional advertisement.
Then you have, what's called a product-focus
advertisement, which deals with a specific product.
So when you have a commercial that just says, "Ooh,
I enjoy my Coke zero.
Glug, glug, glug, glub.
Coke zero is so great.
You should get Coke zero".
They're focusing on a product focused advertising.
So we're trying to sell one kind of product, alright?
And then you have social marketing or, s-, you know, your
public service announcements.
These are another kind of advertisements.
And what's cool is if you're a company and you do good things,
why don't you let people know?
Co-uh, radio stations, TV stations, they have to have
public service announcements.
So, if you're putting on a, you know, food drive like the
Eastern Illinois Food Bank.
They're trying to raise money or give more food to help
families at the holidays.
Well, you can put that on the air and say, hey, this is
sponsored by, you know, Mark's County Market or whatever.
You have these kinds of things, and it helps promote
your brand because it shows you're helping things, okay.
Now, when you're looking at devising your advertisements,
you need to have an appeal.
What are we going to get to?
What's going to hook the people into buying it?
So if you look at the appeal that our advertisers
need to have, or what, basically what's the hook?
What's going to get people to buy our products?
But from reading these advertisements, there's two
main ways you look at it.
One there's informational appeals, and then there's
emotional appeals.
Now informational appeals, you're, s-, you're talking
about your product benefits or your product attributes
that make people want to buy.
Our batteries last twice as long as the leading competitors.
Our, our, our toothpaste makes it twice as shiny.
Okay?
There, you're telling about your product and has benefits
in that informs people so they can make a better decision.
They'll buy on that.
Learn about Lisbon with Wolter's World.
Let's be honest.
Most people buy on emotion.
That's why sex sells.
That's emotional appeal.
We're trying to sell the sexiness.
Hey, if you have an Apple product, you're
going to be cool.
Well, that is an emotional appeal.
We're appealing to people's desires, whether it is to
look sexy, whether it is to be cool, whatever it is,
we're appealing to that we're using their emotion to get
them to buy our product.
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Now, when we've got out our appeal, we've got our message.
We've got all of our advertisements out there.
We have to figure out, well, are made, we have to figure out
what's our schedule going to be?
Are we going to have on advertisements all the time?
Do we just have it at certain times of the year?
Do we mix it up?
Well, there's three main kinds of scheduling for advertising
or advertising schedules.
One is continuous advertising.
You, this might be pretty simple.
You continuously advertise throughout the year.
You know, you have, you know, um, Coca-Cola has Coca-Cola
commercials all around the year, no matter where
it is again and again and again, whatever month it is,
they're selling Coca-Cola.
And so if you see a product that people buy all year
round, hey, that's great.
Okay?
Now other people, they only advertise their products
certain times of the year.
So if you have your monster cereals, you know, the
Frankenberry and BooBerry and all those kinds of
things, they only sell them at Halloween time.
Or at the holidays you'll have Crunch Berry or these kinds
of things you promote more, or, you know, with Coca Cola,
they have their Santa Claus advertising campaign that
only comes out at the holiday.
So you have these things.
And that kind of only once a year kind of thing, those are
called flighting advertisements.
Okay?
It's a flighting schedule.
And then sometimes you have a mix of the two, like,
'cause basically Coke has continuous and flighting.
So when you mix those together, you have what's called pulsing.
So you have your normal advertising throughout the year,
and then certain times you put more advertisements out there.
Great example of that is Toys R Us toys stores.
Yes.
They advertise toys all year round, but then at Christmas
time, obviously what do they do?
Hey, come get more toys, toys, toys, toys, they have a
special campaign just for that.
And you may see for each one of these different kinds of
schedules, you have, you might have completely different
commercials for each one.
And the thing is, when you look at the, these
ads, you want to make sure they're understandable.
You don't want to confuse people.
And that will help out a lot more, um, to get your
advertisers to be more successful and get people to
be more, get your advertisers be more persuasive because
they understand what it is, they're more likely to buy.
So I hope that helped you with the basics of advertising.
I know there's a lot of stuff out there in this video, but I
hope it helps if you have any other questions on marketing
or advertising or whatever, please leave a comment below.
And we hope you'll like and follow us here on YouTube.
Also we're on Twitter and Facebook.
So we'll see around.
Bye from Wolter's World, here at the University of Illinois.
Bye.
ww.WoltersWorld.com.
Thanks, Kevin.
Learn about Lisbon with Wolter's World.
Alright.