Nike UVA Cavaliers

McDonalds

Washington RedSkins

Apple/MacIntosh

Pepsi

MicrosoftMichigan State Spartans!!

Detroit Red Wings!!

TWO FORMS OF ADVERTISINGPASSIVE MEDIA

NewspaperMagazinesYellow PagesInternet/Social Media

NewspaperMagazinesYellow PagesInternet/Social Media

INTRUSIVE MEDIARadioTelevisionSocial MediaInternetOutdoor

RadioTelevisionSocial MediaInternetOutdoor

BRANDING“a trademark or

distinctive name identifying a product or manufacturer.”

Name = Product

CALL TO ACTIONGrand opening, sale,

promotion…

TWO REASONS TO ADVERTISE

Create a emotional image based on perception!

Utilize mediums to retain that image for current and future

consumer needs.

Use mediums to their strengths

CONSISTENCY & CONTINUITY

Be creative!

Create a emotional image based on perception!

Utilize mediums to retain that image for current and future

consumer needs.

Use mediums to their strengths

CONSISTENCY & CONTINUITY

Be creative!

Short Term Memory:

•Holds a limited number of items (capacity is about 7 items)

•Loss of information can occur with simple decay or displacement

On average, an individual is exposed to over On average, an individual is exposed to over

5,000 5,000 messages per DAY.messages per DAY.

Long Term Memory:

•Flashbulb memories –death of JFK or 911. Do not always maintain accuracy.

Turning Short Term Memory into Long Term Memory:

•Rehearsal, repetition!!!

Agencies must ensure three elements are in place:

Who are you talking to?(DEMOGRAPHIC)

How often are you talking to them?

(FREQUENCY)

What are you saying?(CREATIVE)

Social media can be defined as "interactive platforms via which individuals and communities create and share

user-generated content”

Internet forums, web-blogs, social blogs, social networks,

podcasts, photography/pictures, video….

Internet forums, web-blogs, social blogs, social networks,

podcasts, photography/pictures, video….

Just the facts….• As of Dec. 2012, 67% of online adults use social

networking sites. (Pew Research)

• As of 12/31/12 680 million monthly active users of Facebook use a mobile product to access.

• YouTube is the second largest search engine in the world. In 2011 YouTube had more than 1 trillion views or around 140 views for every person on Earth.

• 460,000 is the avg number of new Twitter accounts per day over the past month. (#accounts)

• As of August 2012, LinkedIn operates the world’s largest professional network on the internet with more than 175 million members in over 200 countries.

• Pinterest is now the third largest social networking site. In the US 25% of online adult females are using Pinterest.

Future consumers!!!

ALL Social Sites have in common…• Connections!!

– Personal and profession, sometimes in ways never possible before

– Customer attention and feedback is taken to another level

• Build a Profile• Share information and ideas• Most sites have interactive mobile apps• Many sites can be linked to each other• They must be “SOCIAL”• Inexpensive but takes time and focus

• Blogging creates insight and expertise

• 2 most used platforms are WordPress and Blogger

• Blog templates create a professional look

• “Widget” and “Plug-In” elements are available to completely customize your site

• Blogs– should be personal– 2 posts minimum per wk– Posts should encourage

comments and conversation– “vlogging” can be very

engaging– Use keywords in titles and link

words to other websites & blogs

– Follow other relative and influential blogs and commenting will increase your own followers

• YouTube’s demographic is broad: 18-54 years old• Launched as a simple video sharing site, now has a global

engagement daily. Rich with multi-media and social sharing platforms.

• You can create your own channel!• You can subscribe to other peoples channels.

– This allows you to connect with a business or person of interest

• As attention spans diminish and information is immediate, using video to share an idea or message is effective!

• Link or promote YouTube videos to your other social networking sites!– Tweet it, post it to Facebook, imbed in a blog

• A promotional video should be no longer that 3 minutes.• Tutorial videos should be 8-10 plus minutes.

• Pinterest is ALL visual & anyone can follow you!

• You create “boards”, like bulletin boards. You choose the category or topic.

• You “Pin” items of interest. Most are from websites, blogs, videos or photos.

• Start following others (people, companies..) and “re-pin”.

• Pinterest strength is virility! An image, a story, a product, an idea can quickly become viral!

• Users referred to your site via Pinterest are 10% more likely to make a purchase than those who got to your site any other way.

44% of Pinterest traffic is US based

80% of content are “Repins”

Food is the most popular image subject

80% of your engagement with you brand are images pinned from your website!

44% of Pinterest traffic is US based

80% of content are “Repins”

Food is the most popular image subject

80% of your engagement with you brand are images pinned from your website!

• Connect for Business (B2B)• Personal profile/online resume• Can be linked to other sites

such as Facebook, Twitter & Blog

• Make connections through people you know (1st, 2nd threads), connection must be approved by you

• Referrals/New Referral clicks• Create “groups” and start

“discussions”• New – Company pages & Ads

• Each “tweet” is only allowed 140 characters– Aka: Microblogging

• Any person/business can follow anyone/business/group!

• “Lists” can be created

• Topic are identified with a hash tag (#)

• Value – real time interaction

• Customer responses

• Easier to build followers

• Drive followers to other places…

• Each “tweet” is only allowed 140 characters– Aka: Microblogging

• Any person/business can follow anyone/business/group!

• “Lists” can be created

• Topic are identified with a hash tag (#)

• Value – real time interaction

• Customer responses

• Easier to build followers

• Drive followers to other places…

• All business “Pages” must be linked to a personal page

• Connect for personal or business use

• On a personal page, you must approve friend requests. Anyone can follow a business page

• Business “Page” must be entertaining, informative and engaging in order to build followers and maintain their loyalty

• “Sharing”, “Hyperlinking” and following other business pages will build followers

• Insights are provided to show impressions, demo of followers, reach and more!

• Your business page should be creative and make an impression!

• “Ads”, “sponsorship ads” and “promoted posts” are available to build awareness and followers…Not to mention hyper targetable!

Getting started….

• Which social sites are suited for your business?• How much time can you dedicate to creation and

maintenance of each site?• Be open! Don’t be afraid of negative or challenging

comments. Look at it is an opportunity build loyalty.• What is the goal?• If you cannot set aside the time and focus necessary

for maintenance, you must:– Not begin to build a presences– Hire a professional to assist

Marketing…..AdvertisingMarketing…..Advertising

It’s necessary to let people know who you are and what you do!

People buy or choose a service based on emotion!

With the bombardment of messages we are exposed to daily, you must maintain equity in

the mind of the consumer!

To grow a business, they must advertise!