Summary
Samenvatting Advertising
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Full summary theory Advertising (Master in Communication Sciences, KUL) - prof.: Evert Van den Broeck
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AdvertisingExample:
Fearless girl
-> Titanium award (Cannes Lions 2017)
-> won awards for outdoor advertising & PR
= ad BUT people don’t know: advertising can be anywhere, not only on tv!
but what did it advertise? -> not clear:
an index fund boosting gender-diverse companies
Advertising in crisis?
• Cannes Lions (= reclamefestival) mostly awarded to social good campaigns
• big agencies deciding not to attend the big awards anymore
brands don’t want to pay for creative ads (cannes lions = very expensive)
• consultancy firms like Deloitte & Accenture buying their way into advertising
-> they buy advertising companies
bv. Droga5 acquired by (overgenomen door) Accenture ($475M)
∙ move of consultancy into communication
∙ communication also moves into consultancy, into shaping customer experiences &
product innovations
bv. Kolle Rebbe
+ corona:
˃ 20% of surveyed agencies saw a income drop op 75%
˃ 22% saw a 50% drop
˃ 35% expect the worst is yet to come, in the 3th semester or even 2021
˃ ! only in digital marketing: the proportion of agencies expecting a status quo higher than that
of those who think the pressure will rise
Overview:
1. basics of marketing communications 10. advertising effectiveness
2. advertising & ad industry 11. ad avoidance & native ads
3. media planning 12. pictures
4. advertising research 13. music
5. advertising effectiveness 14. guest lecture (Kevin Schröder)
6. basics of marketing communications 15. emotions
7. advertising & ad industry 16. online ads
8. media planning 17. children & endorsers
9. advertising research 18. ethics & CSR
,1. Basics of marketing communications:
Definitions:
marketing = process of planning & executing the conception, pricing, promotion & distribution of
ideas, goods & services to create & exchange value & satisfy individual & organisational
objectives
advertising = non-personal mass communication using mass media, the content of which is
determined & paid for by a clearly identified sender
branding = a long-term strategic perspective on how to build, grow & maintain your brand value
-> MarCom should always serve the brand strategy
campaign = a strategically planned chronology & collection of Marketing Communications with a
common creative appeal & an appropriate communication strategy & budget planning
per medium
MarCom media & tools:
Marcom stakeholder groups:
-> advertisers want to persuade consumers & need “media”
to reach them
-> media need advertisers for revenue
-> tensions/actions from one group can affect both other
groups (bv. dissatisfied customer can blame the medium
&/or the advertiser)
4 P’s: 4 C’s:
I. product I. customer Need
II. price II. cost to the customer
III. promotion III. communication
IV. place IV. convenience
,Integrated marketing communication (IMC):
= combination of marketing instruments to gain a synergetic effect & result in a seamless
communication effort
˃ “360°”:
˃ benefits: synergy & consistency
˃ several factors lead to more integrated approach nowadays
MarCom dynamics: reach vs relevance
cfr. Elaboration Likelihood Model & System1/System2
• reach: hardly noticed peripheral cues affect us
! certainly when repeated over and over again
-> Sharp: “distinctive assets” + “constant availability”
> physical
> mind: thinking about the brand when you think
about the product
• relevance: best way to make consumers attentive of your message
-> will make them cognitively involved in the message
ELM + reach & relevance:
! solid advice based on ELM: 2 important pitfalls (one for each of the main MarCom strategies)
1) when aiming for eyeballs, you are typically satisfied with low involvement, peripheral
processing
! don’t forget to use appropriate peripheral cues to lift your ad effect
2) when aiming for relevance, you’ll use all kinds of tricks to increase the odds of high
involvement, central processing
! don’t forget to make sure the attitude effect = +
, 95% of MarCom = reach (80%) & relevance (15%):
- media cost: higher reach or higher relevance per reach = more expensive
∙ most “new” media start from the relevance position (bv. content marketing on Fb with
organic reach) & if successful they change into reach media (Fb turned into a big traditional
ad platform)
∙ brands typically evolve from relevance-based niche players to reach-based big companies: a
start-up don’t has the means to advertise big
- MarCom objectives:
∙ lot of reach (recall, TOMA, visits,…) & a bit of relevance (WOM, loyalty,…)
∙ usually: cognitive –> attitudes -> behavior
- targeting: large segments (reach) vs. narrow prospects (relevance)
The ‘theory’ behind advertising:
Hierarchy of effects model (1898):
• early model of advertising
• effects happen in order: cognitive → affective → conative (funnel thinking)
• bv.: AIDA (awareness > interest > desire > action), DAGMAR
• later refined into different hierarchies: FCB grid, Rossiter-Percy grid,…
FCB grid:
• can partly explain the continued focus on eyeballs as a MarCom goal
→ HoE models:
∙ still useful as a media mix metaphor (funnel metaphor)
∙ little proven academic value
∙ still used sometimes: easy to sell (comprehensible story)
academically replaced by: attitude models
-> where all advertising effects are usually centered on persuasion & attitudes:
Elaboration Likelihood Model:
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