8 ways of advertising

Advertising has evolved into such a wide form of communication, and so many ways a business can get a message across to the consumer. Whats incredibly interesting is that advertising could have gone as far back as the Egyptians, done on Papyrus. In Pompeii the ruins suggest that advertising was a common place, here are 8 ways of advertising, I found these just to get a idea of how these ways are used in practice today when researching my topic.

Print Advertising

If an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.

Guerrilla Advertising

Also known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spread via word of mouth and social media.

Broadcast Advertising

A mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.

Outdoor Advertising

Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.

Public Service Advertising

Unlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.

Product Placement Advertising

In a nutshell, product placement is the promotion of branded goods and services within the context of a show or movie, rather than as an explicit advertisement.

Cell Phone & Mobile Advertising

A relatively new form of advertising, but one that’s spreading rapidly, uses cell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involve major use of social media such as Twitter and Facebook.

Online Advertising (aka Digital)

If you see an advertisement via the Internet (World Wide Web), then it is classified as online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet.

http://www.advertisingagency.com

A good use of outdoor advertising is Makers Mark advertising, the product won a OBIE Hall of Fame Award, which is for recognisable brands that have built an enduring legacy through the consistent use of the outdoor medium. The agency responsible is Doe Anderson, Makers Mark has been their client for around 40 years.

BBDO large agency

BBDO originated in 1891 when George Batten founded the Batten Company. The Barton & Durstine agency (founded by Bruce Fairchild Barton and William H. Johns) opened in January 1919, and when Alex Osborn joined the company, the company was named Barton, Durstine, and Osborn. In 1928, the Batten Company (then managed by William H. Johns) merged with Barton, Durstine, and Osborn to form BBDO.

The company’s extensive list of clients includes:

FedEx, Mars, Nickelodeon, Starbucks, Olympus and so many more

I had a look at the Campaign Annual awards, Ive found that all the awards I have found in the industry, BBDO have been involved somehow. Here I found that 2011 BBDO won Advertising Network of the year.

Advertising Network of the Year: BBDO Worldwide

Media Network of the Year: Maxus

Production Company of the Year: Blink

Advertiser of the Year: Stella Artois

Campaign of the Year: John Lewis

Medium of the Year: The Guardian

http://www.campaignannual.co.uk

Lets look at some of BBDOs work, absolutely amazing work, different use of advertising, not just print.

Colenso BBDO created a facial recognition software to connect homeless dogs to human doubles. A campaign called Doggelganger. A very clever idea, it gets people involved and im sure more dogs had owners after this campaign.

This was another clever campaign they made, but this was at the agency Clemenger BBDO, just another great example of thinking outside the box

Yellow Pages Hidden Pizza Restaurant

Clemenger BBDO Melbourne / May 2011

Get discovered with Yellow Pages.

In an era where companies have more platforms to advertise on than ever before, Yellow Pages had to convince the small business market that it was still the place to advertise. So we helped it do the best possible thing it could do to prove its point: open a small business and only advertise through the Yellow Pages.

The business was called the Hidden Pizza restaurant, aptly named because it was hidden far away from everything else the world, down an alleyway, through a roller door, down an elevator and in a basement.

We then issued a challenge to the Australian community: anyone who found Hidden Pizza over a two-week span would be given a free pizza. The only clue people were given: Look it up the way you would any other business.

Hidden Pizza’s opening night eventually came. And thousands found it.

In what amounted to the most successful advertiser campaign in its history, Yellow Pages proved that it delivers both customers and effectiveness, like no other outlet can.

http://www.BBDO.com

This was for Campbells soup. An I pod app. Created by BBDO New York Sep 2010

Billboard music see what its made of by Almap BBDO Oct 2009

If you look closer to at the images of the celebrities it reveals more detail of little images

Autism Speaks / Ad council

Eye contact Installation

BBDO New York/ April 2011

This was another delight from BBDO, very clever and connects with the public and gets the message across so well.

Autism speaks wanted people to be aware of what its like for the parents of children who have Autism, and showing people the major sign of Autism. BBDO created a video stream interaction featuring a life size girl. The device invited people to try and make eye contact with the girl. using interactive kinect technology the body movements would cause the girl to look away. This campaign attracted news stations globally, 5,300,000 media impressions and over 400,000 ‘likes’ on Facebook.

 

Public small Doncaster agency

Public is an integrated Communications agency based in Doncaster with 55 staff. They focus on Advertising, Branding, Communications, Photography, Outdoor etc.

DFS was one of their larger clients. They did extensive research that told them that consumers had the perception that retailers are always ‘in sale’. So they created ‘Not another sale’ campaign. Sofa adverts are well known to be n the sale, so not a bad idea to grab viewers attention with the words that people are thinking. The campaign ran across National Regional Press, and National newspaper inserts.

Esquires coffee houses

Esquires is a worldwide retail franchise chain founded in Canada

Public have worked with the directors & retail franchisees of Esquires for over three years with franchisee recruitment & store support including product launches, events, community engagement and POS design, including a launch for the Suki tea brand. Using their design and photography skills they created a suite of POS materials to launch.

Public’s ‘I’m Sorry’ TV campaign for Sleepmasters was based on their observations and insights into the emotional relationship people have with their beds, and was executed across TV, radio, POS, press and Online.

Sleepmasters sales staff were also inspired to create an in-store experience that consumers wanted, which when combined with the campaign launch, contributed to a double digit YOY sales increase of Bed buying.

Recent research also showed that the Sleepmasters commercial was more memorable than their competitors with larger media budgets.

Public are in the Raw awards, appearing as finalists for Advertising for more than 30 staff. The Raw awards are assessed by the people who know how good an agency is, which is their clients.

ASA

Below is a description taken from ASA website. Without the Advertising Standards Authority, Advertising could become unfair, offend people and cause a lot of problems in the advertising industry. What I found interesting is on the website they name and shame the companies that haven’t listened to the complaints.

The ASA is here to make sure all advertisements are legal, decent, honest and truthful.

We are independent of both the Government and the advertising industry and we are recognised by the Government, the courts and other regulators such as the Office of Fair Trading (OFT) and Ofcom as the body to deal with complaints about advertising.

Our work includes acting on and investigating complaints as well as proactively monitoring and taking action against misleading, harmful or offensive advertisements, sales promotions and direct marketing.

Just one complaint can lead to an ad being withdrawn and we’ve made sure the complaints procedure is as quick and easy as possible.  If we uphold a complaint about an ad, the advertiser must withdraw or amend the ad and not use the advertising approach again.

We aim to resolve complaints as soon as possible and strive to ensure a healthy working relationship with advertisers and media owners.  We work with the Committee of Advertising Practice to educate and train advertisers on the rules to help prevent problem ads from appearing in the first place.

http://www.asa.org.uk/

Advertising statistics

Creative industries – value and employment trends/facts and figures

The IPA publishes an Agency Census , a survey of employment trends within IPA member agencies. Free to IPA members.

Creative Industries Economic Estimates (Dec 2011 – DCMS) reports state:

• In 2011 there were 106,700 creative enterprises which accounted for 5.13% of all UK’s enterprises.
• Between 2009 and 2011, advertising has seen the greatest change in the number of enterprises, rising from 13,930 to 16,010 (0.65% to 0.77% of the UK).
• In 2009 the Creative Industries contributed £36.3 billion in GVA to the UK (2.89% of the UK’s GVA). Within the Creative Industries Publishing, Advertising and TV & Radio provide the greatest contribution to the UK’s GVA (£11.6 billion, £5.9 billion and £5.3 billion respectively).
• In 2010, Labour Market Statistics reported that 268,254 people were employed in advertising , accounting for 0.92% of UK employment

Other valuable data on advertising/creative industry employment, its contribution to the economy etc. is available within this report:

The Contribution of the Advertising Industry to the UK Economy (Nov 2011 – Credos and theWork Foundation)

The Creative & Cultural Skills Advertising – Impact and Footprint report examines the nature of the businesses and workforce in advertising, cultural heritage, craft, design, music and the arts. Figures are updated every two years and cover employment by region, qualification, wage, gender, ethnicity, business size etc.

source – IPA promoting the value of agencies

An interesting piece of information, especially the fact that 0.92 % of people were employed in the advertising industry in the Uk in 2010, very little, which shows how hard it really is to get into this industry.

In 2010, total adspend rose by 8.1% since 2009, to £16.7bn – the strongest year for adspend growth since the dotcom boom of 2000.

Total display spend grew 10.8% in 2010 whilst total classified spend increased 1.9%.

TV, internet and out of home saw their shares of display spend increase, whilst TV was the fastest-growing medium with an overall increase of 15.8% since 2009.

Display advertising growth of just +1.4% is expected for 2011, with a recently-lowered prediction of +4.6% during 2012.

Share of UK Display ad spend 2010

source – Advertising Association / WARC Expenditure report

Freelance/self employment within the design industry

People in the Digital design industry working as a freelancer has increased five – fold in a year (dec 2010), which means the self employe now account for more than a quarter of the workforce.

This article reveals the pro’s and cons of freelance, basically outlining the amount of staff working in agencies is decreasing, freelancing is more likely to pay more, and as a creative  you can choose what you create. There is also the warning that a freelancer going into an agency to work can create or break agency reputations through word of mouth. Less loyalty than an agency staff member. So as you can see there are good points and bad points, but is working as a team in a creative agency environment deteriorating? This could be a very interesting topic to research further into.

http://www.freelanceuk.com/news/3697.shtml

When you work in an agency you have the comfort of opinions working as a team, obviously as a freelancer its all about self discipline and relying on your own intuition. Here are some examples of freelance work Roy Barber Doncaster. http://www.roy-barber.co.uk

Job Skills

What skills and attributes do you need to work for BBDO? I found this job offer, which gives a detailed description of what they are looking for

source – BBDO PROXIMITY BBDO

Obvious, you are passionate about graphic design.  Ambitious to produce original design solutions to communicate client messages (mainly in Direct Marketing field) with high visual impact. These solutions are required for a huge variety of products and activities, such as: brochures, leaflets, catalogues, POS, mailings, adverts, posters, product packaging, exhibitions and displays, corporate communications and corporate identity (e.g. giving organisations a visual ‘brand’), …

You develop creative graphic ideas choosing the appropriate executional tools to meet the client’s objectives. The work demands creative flair, up-to-date knowledge of industry software and a professional approach to time, costs and deadlines. If you have a good eye for color, typeface and composition, a love of technology, and basic understanding of communication , a graphic design job will allow you to combine all of these elements in your work. A career in this field may be just right for you.

JOB PROFILE

working as part of a team with art directors, copywriters, other designers, account executives and marketing specialists.

some years of experience.

working independently.

interpreting the client’s business needs and developing a graphic concept to suit their purpose.

estimating the time required to complete the work.

thinking creatively to produce new ideas and designs.

using innovation to redefine a design brief within the constraints of cost and time.

working with a wide range of media, including photography and illustration.

contributing ideas and design artwork to the overall brief.

demonstrating illustrative skills with rough sketches.

keeping abreast of emerging technologies in new media (particularly design programs such as InDesign, Illustrator, Photoshop)

a nice guy/woman with personality who wants to make the difference.

Clever Advertising

BBDO are a top leading name in the industry, with many BBDO agencies around the world. As we saw in the previous post, they use clever campaign ideas. Heres a few clever advertising methods i found when researching, not all from BBDO, but definitely worth showing. Clever ideas like these cause a stir, and one good clever campaign could ‘make’ an agency. Source – justcreative.com