delasalleA2media15: Advertising industry key areas.

Learning Objective: To be introduced to the industry question of the MS4 exam and key areas of the advertising industry.

Key terms:

Advertising campaign - This is a co-ordinated series of linked advertisements with a clear recognisable theme. It will be broadcast across a range of different platforms.

Brand identity - This is the association the audience make with the brand, for example Chanel or Nike. This is built up over time and reinforced by the advertising campaigns and their placement.

For example, Chanel produces campaigns with high production values which appear in expensive, glamorous magazines. Part of their brand identity is their choice of spokesperson, for example Kiera Knightley.

Iconic representation - The actual image of the product appears in the advert so that the audience knows what it looks like, for example a perfume bottle.

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Industry question intro:

Section B: Industry and Audience.
We are using the advertising industry to prepare for and concentrate mainly on the industry question.
You will study three main advertising campaigns, not just single adverts.
Each campaign has at least 3-4 advertisements.
For example, two print based ads and two TV adverts.
There is a fair bit of work involved when studying industry issues surrounding advertising campaigns.

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These are the areas we need to consider:

Production
Distribution and exhibition )where relevant)
Marketing and promotion
Regulation issues
Global implications
Relevant historical background and context - you should keep this part brief.

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Advertising key areas:

The aim of advertisers, whatever the product, is to persuade their audience, this is why advertising is often called the art of persuasion. Advertisements are usually created and produced by advertising agencies whose job it is to market research and come up with creative ideas.

Some campaigns do not use agencies and are produced in house, this may be the case for high profile, financially secure brands although they may recruit agencies to help them with something viral marketing.

Here are some strategies used by advertisers.

Hard sell: This is aggressive, in your face marketing. Hard sell television adverts are usually short and loud. They give the audience clear information about the product, it's price if relevant and what it does.

Soft sell: These advertisements sell the audience a lifestyle, the product is often not the main focus of the advert and may only appear at the end as an iconic representation.

These adverts are often narrative based.

Celebrity endorsement: using an iconic celebrity to tell the audience how good the product is or persuading them to donate money. Other types of endorsement use ordinary people, as audiences are often convinced if they see someone more like themselves using the product or service. (B&Q).

Language and mode of address: The advert might use hyperbolic, emotive or persuasive language to sell the product or service. Catchy slogans or jingles can be an important element of advertising.