by 5 people |
The World is Changing... FAST!
Welcome to the world of advertising.
It's really simple. An ad is seen. It triggers a response in the customer. The customer buys. Pretty simple huh? The problem is that the average American consumer is pummeled with over 3,000 messages per day. Of that number, less than 3% actually resonate with the consumer. Of those 30 or so messages only 2 or 3 will get through to the intended audience. >.3%-why is that?
The landscape of advertising is changing. Why, because consumers are changing. Gone are the days when people accepted corporate messages. The average high school student can sniff out a bogus ad message faster than you can say "plop, plop, fizz, fizz". Further, the definition of an ad is changing. Case in point-Burger King's widly successful Subserviant Chicken. This was not advertised at all, but quickly became the hallmark of viral marketing from the genius think tank that is Crispin Porter + Bogusky.
Further, if you are reading this, you are part of the explosive number of internet users who are doing their own research. You are ignoring ads. You are going out, looking at the numbers and are seeking advice. Sometimes blindly.
This lens is designed to at least attempt to arm you with basic information on advertising. While I won't be able to answer all of your questions here, you'll have a good starting point for moving forward. Each link below will take you to rich resources to aid you in your fact finding quest.
Advertising News...
Fetching RSS feed... please stand byAdvertising Basics
- Advertising Terminology
- From the University of Texas at Austin
Department of Advertising - Small Business Advertising Basics
- The very basics
- Low-Cost Advertising Basics
- Get the most for your advertising dollars using these guidelines.
- Outdoor Advertising Terminology
- Outdoor Advertising An Outdoor Advertising Control Language Guide
The purpose of this guide is to promote uniformity of language and commonality of definitions in the execution of the outdoor advertising control (OAC) program. - Advertising Glossary
- Core words and their meanings.
Advertising Theory
- Advertising Theory-VALS
- The first step in ad development involves selecting, or identifying, the target audience. This is based on an old rule of rhetoric that states you cannot begin speaking until you know who you are speaking to. Otherwise how on earth would you know what to say or how to say it?
- Advertising Theory By Daniel Mayfield
- The 5 stages of advertising
- Illuminations: Kellner
- Toward A Critical Theory of Advertising
What to look for in an advertising agency
- Search Considerations When Hiring an Advertising Agency
- The ins and outs of how to look for and hire an ad agency.
- Should Your Small Business Hire an Advertising Agency?
- Okay, this website's design sucks, but if you can't decide if you should hire an agency, this site breaks it down for you.
Suggestions for finding an advertising agency
Now there are people who will completely dissagree with my points below. But if you're a small business owner and can't hire a Marketing Director but need some better advertising, these points may come in handy.
- Call your local ad club. If there isn't one in your town, consult either the American Advertising Federation (AAF) for a nearby chapter, or the American Association of Advertising Agencies (AAAA's) for the closest member agency.
AAF's local ad clubs usually have monthly meetings. Take the opportunity to attend some of their meetings. You'll be able to meet people from the ad community. These people will help you get connected.
Every year, these clubs hold a local advertising awards show called the ADDY's. These shows are judged by judges from out of the area, making it, in theory, and impartial judgement of all the local ad agencys. The best question to ask is "Who usually wins Best in Show at the ADDY's?". - Ask your local media reps. They will either work with the local agencies or will be able to recommend one to you. Either way, they still get your business. Also, you will be cutting down on the work for them AND you'll be getting a much better product.
- Consult your local chamber of commerce. They can direct you to local agencies. Remember, not every business that has "Advertising" in its name will be an advertising agency. Do some research.
Advertising Trade Publications
You may not have the largest budget in the world, but that doesn't mean you can't learn from the people who do.
- Advertising Age
- The main resource for news and trends in advertising.
- Adweek - Adweek Magazine - Adweek Online
- Adweek has the inside stories on advertising creative, client/agency relationships, and successful global advertising strategies for ad agency executives.
- Communication Arts Magazine
- The guide for current trends and trend setters in advertising & design.
Research, learn and succeed!
The One Show, Vol 27: Advertising's Best Print, Design, Radio, and TV (One Show Annual)
Amazon Price: (as of 12/19/2009) 
Successful Radio & TV Advertising Using Guerrilla Media
Amazon Price: $39.95 (as of 12/19/2009)
Most Common Mistakes in Advertising
Amazon Price: $19.95 (as of 12/19/2009)
Advertising Rules!
Amazon Price: (as of 12/19/2009)
Advertising Trade Organizations
- AAF: American Advertising Federation
- The AAF protects and promotes the well-being of advertising through a unique, nationally coordinated grassroots network of advertisers, agencies, media companies, local advertising clubs and college chapters.
- American Association of Advertising Agencies
- Founded in 1917, the American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States. Its membership produces approximately 80 percent of the total advertising volume placed by agencies nationwide.
- Interactive Advertising Bureau (IAB)
- The Interactive Advertising Bureau is the only association dedicated to helping online advertising, interactive broadcasting, email wireless and interactive television media companies increase their revenues.
- Outdoor Advertising Association of America (OAAA)
- For news and information regarding outdoor advertising.
- The National Association of Broadcasters (NAB)
- NAB is a full-service trade association which represents the interests of free, over-the-air radio and television broadcasters.
- The One Club
- The One Club's mission to support the next generation of advertising professionals, the organization nurtures emerging talent through scholarships, portfolio reviews and an annual student exhibition and competition.
- The Art Directors Club
- The ADC has a mission to provide a forum for creative leaders in Advertising, Design, and Interactive Media to explore and anticipate the direction for these rapidly changing industries.
Firms that are making a difference
When taking a look at "what's out there", I always feel it's best to start at the top. Below is a very short list of advertising agencies and design firms for whom, I have the greatest respect.
Remember, don't copy their work-copy their thinking.
Remember, don't copy their work-copy their thinking.
- Crispin Porter + Bogusky
- The work you know: Burger King, BMW's Mini, Earthlink, truth, Virgin Airlines and many more. Explore the agency that is reshaping the face of modern advertising.
- TBWA/Chiat Day
- For several decades, the most respected clients. The most respected work.
- Wieden+Kennedy
- One word: Nike.
- ideo
- The design firm that is constantly looked to for innovation in design across multiple disciplines.
- Pentagram
- Pentagram is a multi-disciplinary design firm with offices in London, New York, San Francisco, Austin, and Berlin.
Resources for advertising creativity
As I said earlier, less than .3% of all ads in any given day make an impact. These books are full of the .3% of ads that work and break through to consumers. Read and learn.
- Graphis
- The journal for design issues in communication and design.
- ID Magazine
- The International Design Magazine - Covering Graphic Design, Product Design, Architecture, Environmental Design.
- Communication Arts Magazine
- The guide for current trends and trend setters in advertising & design.
- AIGA
- The American Institute of Graphic Arts looks at all aspects of design from concept to social impact.
- Luerzers Archive Online Services - Products
- Creative from a global perspective.
- STEP Magazine
- STEP explores the why of contemporary design by featuring interviews with creative problem-solvers, profiles of visionary creatives, analysis on business issues, and essays and commentaries on design's most relevant questions.
- HOW magazine - Graphic design books, magazines, competitions and conferences
- HOW Magazine provides graphic design information and inspiration.
- CMYK Advertising
- See the future of advertising. CMYK Magazine was launched in May of 1996 as a much-needed showcase of outstanding student work in advertising, design, illustration and photography.
- Advertising | Aspects of advertising, including creative, media buying and technology
- Here, we'll explore all aspects of advertising, including creative, media buying and technology. Advertising agency news and trends will also be covered.
Advertising awards shows
- EFFIE Awards
- EFFIE is the most significant award in our industry because it honors the one truly significant achievement in advertising: Results.
- The One Show
- The best of the best in the world of US advertising.
- The Andy Awards
- The New York Art Director's Club's annual awards show.
- D&AD
- The Bristish Design & Art Direction awards ? is considered by many in the industry to be the most difficult and therefore the most prestigious awards show on the planet.
Advertising schools that matter
- VCU Adcenter
- VCU School of Mass Communications, Richmond, VA 23219 804.828.8384
- Portfolio Center
- Portfolio Center | 125 Bennett St. | Atlanta, GA 30309
Phone: 404.351.5055 or 800.255.3169 | Fax: 404.355.8838 - The Creative Circus
- 812 Lambert Drive, NE Atlanta, GA, 30324 | Phone: 404 607-8880 | Fax: 404 875-1590 |
by Margaret_Schaut
Advertising is as much an art as a social science, and the entire field is in flux. There are so many resources and great talent out there that it... (more)
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