Advertising lesson notes by Tim Smits and Yara Qutteina
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Course
Advertising (BKULS0G82A)
Institution
Katholieke Universiteit Leuven (KU Leuven)
Heyhey, for those who missed the advertising lessons or are looking for clarification, here are my lesson notes from all lessons! Just about everything that was discussed is in it normally. Hopefully this helps:) Good luck with the exam!
reading material: highlighted is discussed in class and learning material hier komen exame vragen
van !
additional material is for own information geen examevragen
mini competition
questions: applying what you found in articles in other situations understanding in other context
fe ad analyze something about it based on the discussed topics
she will reference authors to ask about their pov
Chapter 1 – setting the scene & MarCom Basics
- Acc managers spokesperson of all parties vs creatives
Hoofdstuk= Role of strategies & acc managers
Advertisers buy space a year in advance for promotion offers u need to use it during the
year
+ crisis couple months later
3% of Belgian economic income = from advertising = a lot needs to survive
Even major crisis that we have don’t shove the system enough
Relevance of an advertising course: interest declines
advertising industry changed:
Now we can measure immediate effects
Sales can make things work
Digital advertising
Made for advertising websites : empty websites with many keywords but only thing they do is
host ads and keywords that attract some customers. = basically a scam & hard to get out of
the system
A lot of waste in advertising = advertising money being spend without effect
Problem 1: ads become cheaper we get exposed to more ads
Problem 2: huge environmental cost (higher for made for adv)
1
, Glorification of ad industry
Has been going on for many years and continues to
Ad industry had an identity crisis
A lot of advertising goes to regular ads
Fearless girl: turning point: we have a problem but we earn a lot of money
won major advertising away
Triggered PR attention: word of mouth on what it is actually about: an index fund
boosting gender diverse companies of the investor company state street global advisors
MarCom basics
Above the line: you were allowed to have a 15% invoice of de media budget in the advertising
Didn’t like below the line: but should be equally appealing
Paid: u pay external party to disturb message advertising mainly
But sponsoring is not advertising
Owned: u publish own message (basically all yourself) (production can involve cost)
Earned: word of mouth
Advertisers mostly need consumers
Campagne: strategisch geplande chronologie en collectie van marcoms met een common creatieve
aantrekking en een appropriate communicatie strategie en budget planning per medium
Branding; een lange termijn perspectief voor hoe je je brand waarde moet bouwen, groeien en …
Only two parameters to explain Marcom
! reach: trying to get message to as many ppl possible & as easy as possible to have max effect
mainly use peripheral cues
Relevance
The more ppl your media reaches the higher the cost
Theory behind advertising
Hierarchy of effects model no longer true completely but is still used
Les 2 – 27/09
Setting the scene
2
, Creative industry moves slower than academics think
Don Schultz
T: Interesting reference slide with big names
Sl. 42 piece from article
Advertising now a days much more confusing & complex (but ppl always thought that)
Term advertising has many different interpretations
Promotion = an offer due to which a product gets cheaper / get more for the same price
Advertising= paid media marketing communication
3 scenarios for future of advertising
1. Creeping incrementalism : there will be changes but will evolve with tiny steps
Even a big shock like lockdowns don’t bring in drastic changes
→ good prediction
2. Reversal of buyer / seller roles
→ he doesn’t see that happening
3. Reinvention of the field
(it is kind of happening with AI)
AI is being used increasingly in creative department (didn’t expect that)
But in strategy and media department AI hasn’t taken much over
So were bound to see much more reinvention
Chapter 2: advertising and Ad industry
In reality more than half of ad investment in Belgium is digital (+ international parties)
Advertising industry: consumer – advertiser – media – advertiser agency
→ stakeholder idea: whenever you have an ecosystem with stakeholders: balance gets lost
when one of the stakeholders think they don’t grow as much, or they all think growth has
stopped: when they think there is tension they try to solve it = in a dyadic way, no joint
meeting: third party feels excluded…
Advertisers go to media sales agencies→ they have the direct link to media
Communication research
Media audience research: strongest tides with media sales: sales want research to
demonstrate how valuable media are: the more you can charge
Advertisers typically work with one big advertising agency: often don’t know some niche
Marcom, only a couple of agencies can do it all
- advertiser: wants to be supported by an ad agency (reclamebureau) via pitch
Pitch process is kind of like gut feeling → does the advertising agency know how to
sell itself?
3
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