Social Media Buzzing with Publicity

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Social network ad spending is expected to hit $23.68 billion worldwide this year. This is a 33.5% increase from last year. By 2017, social media advertising will reach $35.98 billion. This is 16.0% of all digital ads spending globally.

Paid Advertising on Free Apps

Advertisers should be allowed to tell us paid advertising on social media is marketing because Internet ads have surpassed newspaper advertising, among with many other. Most ads are coming from mobile apps such as Twitter, or Facebook. Facebook generated 66% while Twitter on the other hand produced 85% of its’s sales from mobile advertising in the same quarter, equaling $320 million.

This proves that promoting via social media is a real trend worldwide. It leads sales and marketing subdivisions. There is a constant increase in social advertising, and the amount spent in the marketing departments has shown that. Why not take advantage?

Growing Your Business

Hootsuite’s CEO Ryan Holmes put together six ways to use social media ads to grow your business. The tips consisted of:

  1. Use free social media to beta-test your paid social ads
  2. Take advantage of targeting features
  3. Rotate ads frequently
  4. Use small samples to A/B test your social ads
  5. Understand how ads are sold
  6. Design your ads with smartphones in mind

So not only do the free apps gain money by companies investing ads or sponsorship, but it also benefits the companies business as well. It’s a mutual relationship because companies are aimed at the target audience, while the free app is gaining profit.

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Nike Sells Confidence and Strength—And Also Shoes

Nike Ad Campaigns

Nike doesn’t just sell shoes. Nike sells courage and success. Nike is known for producing campaigns that empower viewers to strap on a pair of Nike sneaks, go outside, and take on the world.

The One that Started It All

In 1988, Nike launched the first Just Do It campaign, setting the stage for the company’s modern-day brand. The campaign features 70-year-old Walt Stack running a stretch of his daily 17-mile run in a pair of white Nike Airs. From this commercial onward, Nike’s ad campaigns have held a similar strain of confidence and inspiration first reflected in Walt Stack’s rhythmic steps.

Taking a Stand

A few years later in 1995, Nike took a stand against gender inequality in school sports with its If You Let Me Play Sports campaign. Nike’s campaign urges viewers to support the Title IX legislation enforcing gender equality in federally funded educational programs using its signature tone of courage and determination. Nike’s campaign was paramount in stimulating active support for the Title IX legislation and shifting national opinion about female participation in sports programs.

Empowering Everyone

In 2012, Nike launched the Find Your Greatness campaign to coincide with the London Winter Olympics. Arguably, the most famous ad in the campaign was a TV spot featuring an overweight middle-schooler, slowly running uphill to the calm voice of a narrator. In contrast with the super-athletes competing in the Olympics, “Find Your Greatness” emphasizes the common greatness lying dormant within everyone, if only he or she works for it.

Nike’s Latest

Nike’s latest campaign entitled “Better for It”, smartly speaks to the oft diminished psyche of girls and women. In a series of print ads, TV spots, and long form videos, the campaign gives funny-but-true insights into the thoughts women have while working out. Nike’s witty portrayal of women at the gym validates women’s apprehensions about exercise while still encouraging them to keep working towards their goals.

From 1988 to 2015, Nike has been enabling everyone—old and young, boys and girls—to find success within themselves, and of course with a pair of Nikes on their feet.

Social Media in an Advertising World

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A few years ago, our world was social media-less. Today, it is hard to think about a world without social media.  We focus our lives around social media and have some kind of contact with it every day.  As an ad/ PR major at ACU, I have learned how crucial having an understanding of social media can be.

Today most people spend their time online. In fact, Pew Research has found that “74% of adults that are online are using social media.” For working professionals, social media is a way to tell a story, advertise and communicate with your consumers.

Between Ad week and the Working Media Group they have named the top contenders for social media portals that professionals need:   

  • Twitter/ Vine
  • Linked In
  • Instagram
  • Pinterest
  • Facebook
  • You Tube
  • Google+
  • Snapchat
  • Tumbler
  • WhatsApp
  • Reddit
  • Flicker

“Marketing is no longer about the stuff that you make, but about the stories you tell.” -Seth Godin

Marketing Land says , social media is the best way to find potential clients. “Social networks are a good option for advertisers because of the advanced targeting options, reliable conversion tracking, and prevalence on mobile devices. Mobile users are already checking Facebook, Twitter, LinkedIn and/or Pinterest multiple times a day, so advertising to them while they’re within those apps is the best way to reach them without being disruptive.”

Long story short social media has become the 21st century advertising . “Consumers media habits have become a mashup of devices, platforms and content. Use this as an advantage to plan and execute programs that work across channels.”

Women Stereotyped Through Advertising

We have all noticed in one way or another that women have been portrayed through advertising in a somewhat degrading or stereotypical manner. Avoiding gender stereotypes can be hard in the world of advertising since advertisements are used to target specific audiences. Stereotypes about women through advertising have come a long way throughout the decades, however, there are still some instances where it exists today.

A negative stereotype displayed through advertising in the past portrays women as sex symbols who are dependent and incompetent. In the 1950’s advertisements were mostly targeted toward men because women were portrayed as housewives who didn’t make any purchase decisions. Hoover Vacuums came out with an extremely sexist ad in the 1950s that exemplified this stereotype. This print ad was addressed directly to husbands proving why they should buy their wives this vacuum for Christmas with a note emphasizing her care for the home. Although advertisements have been evolving out of this stereotypical manner through the decades, sexism towards women through advertising still exists even today.

Recent statistics have shown that women are now responsible for 85% of all major consumer purchases. This includes major purchases such as cars. In AdWeek’s article about the 10 most sexist ads of 2013, TrueCar’s ad came in at number six. This used-car pricing service had a commercial promoting their brand in a way that helps women car shop without having a man to help. This commercial implied that women are uneducated and ignorant when it comes to shopping at dealerships due to the idea that men are primarily the ones who make car buying decisions. Although this ad was attempting to come across as “pro-women,” it portrayed outdated and incorrect stereotypes about women.

Even though women have been degraded and stereotyped in a negative manner throughout advertising in the past and even in some instances today, many brands are doing a good job at changing this pattern in advertising. Always’ recent #LikeAGirl advertising campaign is a good example of using advertising to change people’s negative, stereotypical view of women. Most girls feel that society limits them and this commercial attempts to teach young girls to keep their confidence high. It teaches them to ignore stereotypical limitations that society places on women so that they can achieve greatness and become unstoppable.

The “Skip” button on YouTube impacts ads

Here’s the verdict: people are guilty of hitting the skip button on the corner of the screen when an advertisement pops up on YouTube. 80-85% of skippable ads online are bypassed, so the majority of them go unseen. This affects the ad agencies who put the ads together, and YouTube who allows them to show on their videos. Sophomore Chloe Fifer says she never watches the ads and automatically skips them. “If I’m watching a video, it’s for a reason,” Fifer says. “I don’t have time to sit through an advertisement.”

The creation of an “Unskippable” ad

Ad agencies spend time and money creating an ad campaign. The advertising agency Nail attempts to create an unskippable ad that influences viewers not to overlook their ad while watching YouTube. It is frustrating for their work to be overlooked, so they try to prevent it. The Global Media Group also provides advice on how to prevent ads being skipped. They suggest using the following to keep viewers interested in the ad:

  • Appealing audio
  • Contextual targeting
  • Annotations

In addition to the work agencies put into creating the ads, they also have to figure out how to keep people from bypassing their work.

YouTube’s benefit

The average price of a “cost-per-view” ad ranges between $.10 – $.30. Because YouTube streams over 2 billion videos per day, advertisers are willing to pay for that viewership. However, YouTube rakes in most of the profit. Whether viewers skip the ads or not, YouTube still gets the money for showing the ad.

The future of online ads on YouTube

Online ads aren’t disappearing anytime soon. Online video is the fastest growing ad category because of the audience size. Advertisers want to reach audiences who, on average, intake 68 YouTube videos per month. Nevertheless, the solution to viewers skipping ads can never be completely solved. Advertisers will have to continue to find creative ways to grab the audience’s attention before they can hit the skip button.

A passion for advertising

In order to understand where you are, you must also know where you have been, right? I think so. You must know who you are as a person, what you do daily and you have to know about the world around you. When you begin to look at the world around you, if you do not know where the world has come from your understanding of the world may be different than what it is.

But – if we take the time to understand the history, I think we can better understand today. In my opinion, this applies to advertising as well.

Early advertising

When looking at advertising from the 1950’s there is a – what we would call – vintage theme. The advertisements display deep colors and bold messages based around themes of the family home, cars or women working in the homes. They contain catch phrases but not a lot of detailed graphics or information.

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Advertising now

However, as we move to today, one can see that advertisements have become much more subtly persuasive in nature. The visuals are interesting, brightly colored and catching to the eye.

As technology has advanced so has advertising and the abilities of the creators. Advertisers are able to really invest themselves into their work and make it their own. They don’t have to pick from a few options for graphics but instead can create their own.

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A passion is developed

I think this ability to create and make advertisements ones own, has created a new revolution in advertising. The creators really invest in their projects and therefore create a better more effective product.

When talking to a JMC student, Karley Adrion, she expressed this,

“There’s something in our soul, our personality that instantly connects with that artwork or advertisement. Yes, I might be selling something, but it’s not just a product but an idea, concept, feeling, dreams, and the sweat, tears (and sometimes blood) that goes into creating it.”

Now that, is a passion and investment in advertising.

Following up with JMC alumni Andrew Cramer

                Andrew Cramer, Client Operations Manager at Switchplace is an advertising student alumni who graduated in 2012. Interview with Mr. Cramer on his current work and also on him being one of the first students to work on Morris & Mitchell advertising agency here at ACU. Giving us an insight on how working in an agency before graduating has helped him with his current job, and also what his job is, and what part he plays with in the company.

How did working for Morris & Mitchell help you when getting into the professional world? 

“During my time at Morris and Mitchell, I was the team leader of the group that came up with Frontier, I was responsible for the fundraising for the first year. I would cold call on many well-known businesses in the area, seeking sponsorship money for    the competition. Giving me the opportunity to get face time with potential.”

What is your job currently?

“I am currently Client Operations Manager at Switchplace Corporate Housing. Switchplace is a corporate housing company located in Dallas, Texas. Corporate housing companies lease apartments and furnish these apartments worldwide for business people relocating with their current job.”

Tell me what it is about your current job that you love the most? 

“I love being able to leave the office everyday, knowing that my team or I Have provided our guests with the very best in customer service.”

How is it working in a big time corporate housing firm in Dallas?

“Corporate Housing is just a small piece in the very stressful relocation process that so many business people experience. It is my job to ensure that the guest has a seamless experience and be provided with great customer service. I think good customer service is such an easy thing to provide and this is what separates us from our competitors.”

          Cramer comments that being in Dallas, having such a big pool of agencies makes it a very competitive atmosphere, but that is part of the challenge and what pushes you to think out side the box. Switchplace is just the beginning for Cramer he intends on moving to more Advertising based agencies in the future with in the Dallas area.