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Final Project: Advertising in the Digital Age

For my project I focused on the history and overall impact that the digital age has on advertising. "Madison Avenue is quickly morphing into Digital Drive." This quote fully embodies the overall idea of this presentation; that advertising is gradually evolving into different forms of media. Advertising agencies are doing everything in their power to evolve with this digital movement to keep with the times. As advertising becomes more advanced, clients demand more creative and sophisticated ads so agencies are trying to keep up. Digital advertising has a longer history than you would think. It started with the first SPAM message in 1978. From there it involved into banners and popups and then into several other formats to what we have today with social media and high speed internet. My presentation contains multiple articles that give tips for better advertising, the negative and positive impacts, basic rules in advertising, measuring ROI, digital ad trends, social media, and a couple others. I also include several videos to give a basic rundown of how digital advertising works and how to work well with advertisers and publishers. I then lead into several pictures that chart statistics and demonstrations of digital advertising and examples of older formats of digital advertising. I also try to tie these ideas together with social media platforms and how they greatly influence advertising. As we all know, Facebook has been leading the social media race for years now and is still gaining in popularity, this is due to their constant work on updating their system with the time; however it is also because of their use of digital advertising that increases their revenue and their followers. Overall, this presentation greatly focuses on what digital media is, its history and future, its overall purpose, and why we need it to move forward in society.

Sources:

Articles:

Petrecca, Laura, and Roger Yu. "How the Digital Age Has Reshaped the Ad Game." USA Today. Gannett, 29 July 2013. Web. 02 July 2015.

Sankit. "The History of Online Advertising." AdPushup. N.p., 03 July 2013. Web. 02 July 2015.

Miranda Morely. "The Positive & Negative Impact of Digital Media on Business." Small Business. Houston Chronicle, n.d. Web. 02 July 2015.

Gerson, Alan H. "8 Golden Rules for Advertising in the Digital Age." - IMediaConnection.com. Imedia Connections, 9 Jan. 2009. Web. 02 July 2015.

S, A. E. "How Online Advertisers Read Your Mind." The Economist. The Economist Newspaper, 21 Sept. 2014. Web. 02 July 2015.

"Measuring the ROI of Digital Advertising Campaigns." RSS. Social Retail, 5 Mar. 2015. Web. 02 July 2015.

Dhanik, Ted. "The 4 Digital Advertising Trends That Are Reshaping Advertising." Entrepreneur. Entrepreneur, 25 Feb. 2015. Web. 02 July 2015.

Garner, Meg. "Why Facebook (FB) Is the Leader in Online Advertising."TheStreet. The Street, 01 July 2015. Web. 02 July 2015

Videos:

Dye, Mark. "Digital Advertising Ecosystem 101." YouTube. YouTube, 23 Apr. 2013. Web. 02 July 2015.

Dye, Mark. "Digital Advertising Ecosystem 102." YouTube. YouTube, 19 Aug. 2013. Web. 02 July 2015.

"Understanding Programmatic Digital Advertising - IAB Digital Simplified."YouTube. YouTube, 20 Oct. 2014. Web. 02 July 2015.

Graham, Spider. "5 Rules for Selling and Managing Successful Digital Advertising Campaigns." YouTube. YouTube, 16 Mar. 2013. Web. 02 July 2015.

Chipotle. "The Scarecrow." YouTube. YouTube, 11 Sept. 2013. Web. 02 July 2015.

https://storify.com/caminicole/advertising-in-the-digital-age

@Camigodbold1993

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Webinar

So, I chose a webinar that I thought I would find very interesting because it falls under my focus of Public Relations. The title of it is “The (Non-Boring, Actionable and Useful) Writing Rules for PR” by Ann Handley. The overall idea of the webinar is how to write well in the age of digital technology and short attention spans with a few tips and tricks. She describes writing to be a fundamental of communicating, which I completely agree with because when you write well, you talk well. PR professionals really need to know how to write incredibly well and produce good writing. Writing is not all about grammar, ideas are most important. We can all learn to be better writers with a few certain fundamentals: there is no one way to write, content is key, and marketing usage is very important.

She uses her daughter, a high school student, as an example of what bad writing is. She talks about how her daughter is having to write the five paragraph essay that we have all learned to write and that we all had to erase from our memories once we began college. In some ways it was useful growing up because we learned the basics of what points to focus on when writing essays; however not something we could carry on after high school. This is a great example because it shows that we all have the potential to be good writers.

She then transitions into her big point; why does writing matter in PR? There are three reasons, two professional and one human. Those points are such as content, marketing usage, and write true.

Handley then discusses her newest book, “Everybody Writes.” Her points in the book also embody the points for being a good PR writer such as, learn how to choose words well, write with economy, style and empathy, and tell true stories. The content world is dominated by short and attention grabbing headlines and social media that runs the internet. Overall, this webinar was very interesting and helpful towards bettering your writing skills.

http://www.cision.com/us/resources/webinars-events/writing-rules-in-pr/

@Camigodbold1993

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Cognitive Surplus

Cognitive Surplus, written by Clay Shirky, gives a deeper understanding of how the public uses technology to collectively engage with one another for so many reasons, from merely chatting to engaging in politics. According to Urban Dictionary Cognitive Surplus is, “A word to describe the free time that people have on their hands to engage in collaborative activities, specially as applies to web 2.0.” This definition seems very accurate in describing exactly what the cognitive surplus is and how it affects us. Shirky opens with comparing London’s gin craze in the 1700s to our current obsession today, social media. In today's society people are constantly using social media in their free time to connect with other people, entertain themselves, and simply just pass the time. This leads into chapter 2 and the discussion of digital tools. Each social network is used for a different purpose, Twitter allows companies to promote goods and services, Facebook allows me to communicate with distant relatives and friends, and email allows me to stay connected with work and school. Chapter 3 discusses the idea that in today's society, people are more motivated by public approval of something and people collaborate together (publicly) when there's a problem or something they disagree with. Our personal motives are now affected and driven by public motivations. Chapter 4 embraces the idea of free time and how that connects with social media, during our free time and the idea of a financial reward. I personally do not think that we deserve a financial reward because we are not given one when we connect face to face. Overall, the millennials generation is very different because we are given more opportunities. According to American Press Institute, millennials use social networks for news and information, especially Facebook. This shows the idea that millennials have just been given different opportunities than others growing up. It is something we are used to and grew up just knowing, just like older generations grew up knowing television, when generations before them grew up listening to the radio, and the list goes on. This will only continue as technology advances over time. Overall, Cognitive Surplus gave me a better and deeper realization of how we use and view social media as a whole.

http://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/

@Camigodbold1993

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Blog Review 2

I chose a blog that focused on social media and politics, such as the 2016 Presidential candidates. I chose “Facebook, Snapchat, and political journalism,” by Alex Veeneman. I think that this idea is interesting because it changes how the elections are run, compared to the 2012 elections. There weren’t as many opportunities, as there are now, to engage a younger audience to educate and allow them to voice their opinions and debate with one another. Social media is our newspaper; therefore as adults (political figures) have realized this, they are taking advantage of this opportunity. Facebook has been indicated as the dominant platform for young adults and teens consuming political news. Even snapchat is being used to help shape this idea as well. They have been showing live feeds of speeches and events that have been given concerning the upcoming elections. Both social networks are changing in order to broaden relationships between social media and journalism. Facebook is configuring a way for users to respond to Instant Articles and Snapchat is updating their new Discover feature. Political engagement among millennials is the goal between these two platforms. This is pushing news organizations to rise to this challenge and experiment with change in order to engage this specific audience. This election will show which is stronger; social media or journalism.

Overall, I think that Veeneman did a great job explaining the importance of next year’s elections, the role of social media, and her role as a journalist. She engages her readers with simple facts and ideas of how politics are affecting social media and how millennials participate in. Being a professional journalist, Veeneman explains how her work and others’ affects politics and the plan to combine social media and journalism to make a bigger impact on people, especially younger people, especially brand new voters. If this generation doesn’t understand this election, then they are more likely to not even vote at all. Altogether, Veeneman allows readers to fully understand the importance of targeting and engaging people in politics.

http://blogs.spjnetwork.org/tech/2015/06/17/facebook-snapchat-political-journalism/

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http://blogs.spjnetwork.org/tech/2015/06/17/facebook-snapchat-political-journalism/

Twitter Reflection

Hey guys! So today I would like to focus on my reflection of my current use of the application called Twitter. For my online class, Web for Mass Communication, one of my weekly assignment for the month long class, was to create a Twitter account and use it to post about ideas related to the class. This pretty much means anything related to my major (Advertising, Public Relations, Broadcasting, and Journalism), to other forms of social media, and global news. I have never been very fond of Twitter and never really understood the appeal until I took this class (I didn’t even have a Twitter until now), but as of now my perspective has changed a bit. I always thought that Twitter was pretty much the same as making a Facebook status, but now I’ve learned that there’s more to it than that. It’s tricky because you have to really think about what you want to say because you only have 140 characters to use, so it’s a fun challenge. This form of social media is also more recognized for its statuses than Facebook. I have found it much easier to view a specific businesses Twitter because they’re so organized and they actually have a lot of informative tweets about the company and what they do. Bigger companies also have multiple accounts to organize what they do, such as Nike who has an account for football and another for basketball, etc. Seeing this has really opened my eyes to how useful and convenient Twitter is for companies and people wanting to connect. It has so many uses. My overall experience was very interesting. At first it was a challenge to condense what I wanted to say, but now it’s comes easier. My favorite tweet was probably about marriage equality because it is such a big accomplishment and I feel so lucky to be alive during a time that will have such a big impact on our nation’s future. I was able to spread the love on such a huge day in history. Overall, I really enjoyed using Twitter, will continue to use, and look forward to learning more about it. I know with my focus on advertising and public relations, I will be using it in the near future for jobs that I will have, so now is a good time for practice!

@Camigodbold1993

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Groundswell Post 1

“The groundswell is: A social trend in which people use technologies to get the things they need from each other, rather than from traditional instructions like corporations” (Li and Benoff, p. 9). Google states that groundswell is, "a buildup of opinion or feeling in a large section of the population," which also demonstrates the same idea. It revolves around the idea of the public agreeing on something and making it popular as well as develop into something bigger. In chapter 2 I agree with the idea that we shouldn’t get caught up in technology, at least not a specific type. Technology is constantly changing, therefore if we become too attached to one idea, we will never advance and create newer and better formats of it.

I found the main topic of chapter 3 to be very intriguing because it discusses the idea that power has shifted from the producers to the consumers. I personally agree with this idea because people such as, creators, conversationalists, and critics, overshadow those who just partake in watching and reading ideas, instead of spreading them. Social technographics profiles influences people to become more motivated in contributing and sharing good ideas.

Chapter 4 focuses on the planning process (POST), which helps businesses engage, build a better relationship with their customers, and create an overall better business with a strong foundation. The five words discussed, listen, talk, energize, support, and embracing, support the planning process and adds to the element of engaging the customer. Chapter 5 was a little more difficult for me to explain, but overall I think it was trying to explain the importance of customer research and the idea that the customer actually defines the brand, not necessarily just the company itself. Groundswell seems to focus on the idea that the customer can make or break a company because it is all about pleasing them and creating brand loyalty.

Chapter 6 was the chapter that I lead discussion in. I really enjoyed leading the discussion because it revolved around the topics that I find most interesting; public relations and advertising. Personally, I do not believe that a company needs to spend an absurd amount of money to advertise, especially since advertising through platforms like, YouTube and Twitter cost nothing to get the word out. Another successful way a company can use social media to help customers is through blogging for ideas and feedback. Overall, the best way to increase customer loyalty and sales is through creating a trustworthy community. It all goes back to word of mouth.

@Camigodbold1993

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Individual Technology Exploration: Twitter

Twitter is an online form of social media that allows users to send messages called “tweets,” where only 140 character can be used per tweet. Unregistered users can read these tweets, but cannot tweet unless they register. Twitter can be accessed through both web interfaces and phones. The company is based in San Francisco and was created in 2006 by Jack Dorsey, Evan Williams, Biz Stone, and Noah Glass.

Only just recently, Twitter launched a new feature. According to an article by Catherine Shu on TechCrunch, the new feature allows users to retweet a tweet with comments. This allows them to cheat the system in a way, because it embeds a tweet in their own tweet, so that they can type more than the 140 character limit with their commentary. The only time one can cheat the character limit is when they copy and paste a URL into a tweet. Overall, Twitter is easy to use. The features are not difficult to understand, such as the @ (at) sign followed by a username is used when mentioning another user or replying to them. We also use it when signing something where we want it to be linked back to our Twitter, such as a blog. The # (hashtag) sign allows users to group posts together by a topic or a type. You can also favorite a tweet or retweet it, similar to how Facebook uses the “like” button. You create a profile and can start following friends, family, strangers, or celebrities, have followers, and start creating tweets. Pictures can also be included in tweets. You can add and follow content through tools such as Telly, Twitterfeed, Hootsuite, and TweetDeck, which help you monitor tweets.

So many different industries use Twitter to advertise, share, and communicate information with both registered and non registered users. The food and beverage industry are notorious for having good posts, such as Coca Cola and Oreo. Two years ago during the Super Bowl blackout, Oreo tweeted, “You can still dunk in the dark.” This tweet was great advertising on their part and they tweeted it to fans in mere seconds. The music and film industries have also been using it to promote artists, actors, upcoming films, and actors. Paramount used Twitter to release its trailer of the movie, Super 8. Live competition shows such as The Voice and The X Factor, use Twitter to advertise the shows and keep viewers entertained and surprised with what’s happening. Even travel agencies use it to spread deals about flights and vacation spots. This is genius advertising among all of these industries. All in all Twitter has grown immensely over the past several years and continues to grow on a daily basis.

This is a picture of Alli Simpson who tweeted and hash tagged Coca-Cola into a tweet that reads, “ @allisimpson That moment when your lipstick matches your #ShareaCoke can. Best idea ever.” This is great advertising and it shows just how popular the company and Twitter are that a celebrity tweeted this.

http://techcrunch.com/2015/04/06/retweetception/

http://mashable.com/2011/12/05/film-tv-twitter/

https://twitter.com/CocaCola

@Camigodbold

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Socialnomics 2

The second part of the Socialnomics reading covered chapters 6-10. These chapters covered a variety of information, from social schizophrenia to the Tom Sawyer approach to failing interpersonal communication skills to social media resources.

Chapter 6 cover the ideas of social schizophrenia and transparency, so what stood out to me and what I really wanted to share with everyone was the idea of leading two different lives and whether or not social media merges the two. To me, I do not believe that social media merges our two different lives; our work life and our personal life. These two lives that we leave should always remain separate to a certain degree. One cannot act the same way in front of their boss as they would in front of their best friend or mother. It is a professional world, where social media does exist (however for a different purpose), but should not completely merge with. For example if my school work requires me to create an account for a specific social media, I will probably create a new account because my personal account is private and created for my friends and family to see, not my work.

Chapter 7 covers a lot of material; however one topic in particular peaked my interest. The use of Super Fans to discuss their favorite teams and who will win on the ESPN podcast. I personally do not like this idea, being a sports fan, because I do not care about the opposing team’s opinion. I care about the opinion of the professional. Personally I will continue to support my team, but a professional point of view makes it interesting and gets people hyped up. I do not like the idea of a stranger telling me his thoughts about an upcoming game.

Chapter 8 covers the idea of how younger generations cannot communicate interpersonally because of social media. I disagree with this idea. I do believe that social media has had more of an impact on how they learn but I still believe they know how to communicate. Relationships for most generations have changed because of social media, not just younger generations. We communicate in a way that is no longer genuine; however I do not believe that it impacts our professional skills as much.

Chapters 9 and 10 cover the ideas of reaching out to key influencers and building relationships and social media ROI. It is very important to start building relationships with people in the professional, business world, as soon as possible. Contacts are great beneficial in todays’ society. ROI means Return of Investment. As it sounds, there is no real ROI for social media because it’s too difficult to calculate a hard ROI. It is nothing but a numbers game. However, when successfully done, it is proof that your marketing efforts are working.

http://www.socialmediaexaminer.com/measure-social-media-roi/

find me on Twitter @Camigodbold1993

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1st Blog Review

I absolutely loved this girl’s blog. Adventurous Kate is one awesome chick! At age 26, Kate quit her job and decided to travel the world alone. After she quit, she spent six months in Southeast Asia, began blogging, and discovered a way to make her traveling and blogging into a full-time job. The purpose of her blog is to show people that they can travel the world, “easily, safely and adventurously.” How awesome is that? She turned her passion into her career! We can all only hope that we will absolutely love our jobs one day. I believe that this blog really shows people, that if you work passionately towards a goal, one day you can do what you absolutely love and the getting there won’t be so bad.

The post that I chose in particular is about her plans for this summer in Europe, which look pretty awesome. I really like how Kate broke down her trip in groups; The North, The Mediterranean, The Balkans, and One Random Place. She also breaks it down to explain how going to each place is attainable and how she planned out expenses and routes that she takes to make it all much less stressful. It is obvious that, this being her job, she really did her research about each location and detailed each place in a way that really grabs your attention. She writes like she is speaking to a friend and telling them about how excited she is for her near journey.

Essentially, in this post, she broke down what she plans to do, almost like an itinerary, but more interesting and with pictures. She tells it like a story, as if she knows what awaits her, but leaves room for surprises and adventure. I’m looking forward to reading about her actual trip; the places and all that she did at each stop. I’m a sucker for hearing about every detail about a trip, even recommendations for places to stay, eat, sightsee, and just hang out at. It allows me to dream about the day that I get to pack up and go adventuring around Europe. And it will happen! All in all, this blog proved to have some great, interesting advice about traveling in a smart way.

Thanks for the tips and best of luck, Adventurous Kate!

http://www.adventurouskate.com/coming-up-my-summer-travel-plans-in-europe/

Find me on Twitter @Camigodbold1993

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Socialnomics Post 1

So I have created this blog for my Web for Mass Communication class, where we study how social media has developed and thoroughly impacts our society. As of now we have studied chapters 1-4 in Socialnomics by Erik Qualman. These four chapters have covered from Word of Mouth to how businesses use social media to advance their relationships with customers to the millennial dating culture to politics. Whether we want to admit it or not, social media impacts all of us, some more than others. According to Merriam Webster social media is, “forms of electronic communication (as Web sites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).”

One interesting idea, that I came across in the reading, was the concept of word of mouth vs world of mouth. World of mouth creates a faster impact over word of mouth because in today’s society a simple post on any social media platform can reach millions of people in only minutes, whereas word of mouth is much slower. The first media platform that comes to mind when I think about the spread of news, ideas, and other forms of information, is Facebook. Facebook has been around since the early 2000s and has continued to grow, spreading to people of all ages (college students in particular). The Facebook newsfeed displays all different types of information from advertisements to funny videos to actual news.

In the article, “We Are the Social Media Generation,” Emma St. Aubin discusses how Internet technology has evolved over the past couple decades, from email to Facebook and Twitter. Today, social media is useful; however it is also seen as a way to just kill time. "It’s something to do other than homework, and when you want to get distracted, it’s the most accessible thing since we’re on the computer most of the time anyway. Just pull up a new tab and it’s there," Farley said, a student interviewed by Aubin.

Altogether, social media has impacted our society BOTH negatively and positively. World of Mouth and other concepts, discussed in these four chapters have created a tremendous difference on how our society currently functions.

http://www.uwsp.edu/pointeronline/Pages/articles/We-Are-the-Social-Media-Generation.aspx

Find me on Twitter @Camigodbold1993

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I created this ad to show how models do not have to be stick thin to look sexy and sell goods/services. I decided on Jennifer Lawrence because she is a great role model for young girls and women and she has the figure of a normal female (note her curves and her stomach is more rounded and not so thin); however still looks very sexy. She is all greased up and looks sweaty to give the ad that Calvin Klein look, with her looking fierce at the camera. I chose to keep it in color. instead of the signature black and white, to give it a more modern feel, while still looking more subtle and tasteful. It’s very sexual in that she is half naked with cleavage, she is greased up with a pouty, fierce look on her face, her crotch is facing us, and that she is teasing the audience by pulling at her bra. However, all of these aspects are understated enough to remain artistic. This ad sells sex in a tasteful way.

Skechers

Sketchers ads have always used attractive models to show off their shoes. In the 1990s it was Brittany Spears and Christina Aguilera who modeled the shoes, to well-known and attractive singers. The ads contained attractive women however they were not as sexual as they are today. They also used young girls to advertise them as being shoes you wear when running arounf outside or on the first day of school. They had the light up shoes and even the wheely shoes that were not advertised in a sexual manner. Skechers have taken a very sexual turn in their television advertising, especially by using Kim Kardashian in current ads. Her ads show her in workout clothing (however very little clothing), she’s sweating, finishing her workout, and wearing her Skechers. Although it is more tasteful than most sexual ads these days, it is very surprising that they are portraying athletic shoes this way, especially when they are known to be cheap shoes that most children wear.

“Killing Us Softly”

Jean Kilbourne had a lot to say about feminisim and advertising. While a lot of what she said made sense and had validity, a lot was also very over the top. She made great points about women be objectified; however she displayed many ads that were extreme in this area and are a smaller percentage of the ads out there. Yes, these ads need to stop being printed; however what I believe we should focus on is ads that objectify women in a more subtle way. No woman sheould be portrayed as submissive; however sex is a great tactic used to sell goods and services. There are appropriate and inappropriate (classy and trashy) ways to sell using sex, but Kilbourne used extremely trashy ads. Also she used ads that she may be looking to far into and acting to defensive towards, such as ads using people of other races. I believe she had many valuable points when addressing women and how they are beaten down in society and aspire to be perfect looking; however at times she went too far in trying to understand how sex sells.

Ketchum, MacLeod & Grove

This agency originated as a PR firm, Ketchum Publicity, and was started by George Ketchum in 1919, in Pittsburgh. Robert Grove joined in 1923 and the name was changed to the title that we now know. The agency was begun by three men, George Ketchum, Norman MacLeod, and Robert Grove. In 1922 the agency had its first advertising effort, but shortly after George’s brother, Carelton and Norman MacLeod left the business. At the beginning they had abour seven employees because it was around the Great Depression era. Post World War II, the agency expanded steadily with a much higher staff number of about 200 people. By 1953 the billings were up to $16 million, created by 53 accounts. The agency offered clients advertising, merchandising, PR, point-of-purchase promotions, and sales and technical literature. Some of the first accounts that they brought in were, Jones and Laughlin Steel and Westinghouse Electrics in the 1920s and post WWII they did much business with Aluminum Co. of America. By the 60s and 70s they did business with ACF Industries, Air Express Co., Ciba Pharmaceutical Products, McGraw-Hill Publishing, Pittsburgh Brewing Co. and the U.S. Army Recruiting Service. After the death of Grove and Ketchum the business continued to grow; however it was later sold to Omnicom Group in 1996. The billings by that point were up to $79 million. The PR unit remained until 2001 and thrived under the name of Ketchum and was ranked No. 8 PR practice in that year. The agency is no longer in business.

1960s TV commercial

https://www.youtube.com/watch?v=Kz07EHZnjik

This ad is a perfume commercial from the 1960s; Ambush Perfume. The ad is spoken by a man with a deep, enticing voice. Soft, playful music is playing the background as he is describing the woman in the commercial. The woman in the commercial is looking at the camera with a playful pout, as well as batting her eyelashes and flipping her hair around, all in a teasing manner. The voice over says that a woman can, “coax you, bate you, bribe you, tease you,” and so on to explain that women have many tactics to control men sexually, and in other ways, and that men should give women another tactic by buying them this fragrance.

Playtex

Mad Men came up with the idea to show two sides of women. The ad displayed that women were either a Jackie Kennedy or a Marilyn Monroe. They used the same model for both celebrities. This idea was very smart because they used to classy and famous women of the time to portray who women wanted to be. This move was interesting because these women were iconic during this time and both men and women adored them; however, in Mad Men, Peggy makes the point that not all women view themselves that way and that it was unrealistic because not all women are either a “vanilla” or a “strawberry.”

The actual Playtex ads focused more on the benefits of the bra, not the women. They show a classy looking woman in a new Playtex “cross-your-heart” bra and her bottom half is covered. It then lists all of the benefits of the bra in the body copy, explaining the comfort and the shape of the bra. I think the real Playtex ad trumps the Mad Men ad because it focuses more on the product, not the model, but still highlights the classy woman in the bra. The use of a drawing worked for this time as well, because it wasn’t too risque.

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