ADVERTISING - 1e master Communicatiewetenschappen KULeuven
Uitgebreide samenvatting van het opleidingsonderdeel Advertising, gedoceerd door prof. Tim Smits.
13 hoofdstukken samengevat en notities erin vervat.
• Relevance of this course
o There is no difference in the advertising model of Facebook now or the
bussiness model of newspapers 100 years ago
o Most media share the same idea
• Fearless girl
o Statue on Wallstreet in New York
o Won the overall advertising price in Cannes
o It won because it got a lot of media attention
o They placed it one day and nobody knew what it was
o That was the campain à nothing
o It got attention because it was something unknown that just appeared
o Nobody knew the brand behind it and nobody cared about the brand
• Important effects for good advertising
o Cognitive
§ Knowing what the brand is about
o Effective
§ You should have warmer feelings towards the brand after being
exposed towards the brand
§ If you don’t feel positive about the brand, you won’t buy it
o Behavioral
§ You want people talking about your brand to other people
• An advertising crisis
o Campaigns do not focus on these 3 important effects for your ad
o Less real branding campaigns
o Big agencies decide to not attend the big awards anymore
o Big consultancy firms like Deloitte are buying their way into advertising
§ A shift from pitching towards analytic thinking from consultancy
companies that are not specialised within this domain
§ Nowadays they are starting to dominate the field
1
,HOOFDSTUK 1: SETTING THE SCENE & MARCOM BASICS
• How big should your logo be?
o Quite big
o It’s the most important thing for a brand
o It’s a trigger
1.1. Marcom mini course
• Marcom media and tools
Above-the-line Paid media Mass media ads (TV, internet,
radio,…)
Specialized media ads (magazin,
movie, blogs,…)
Outdoor advertising (billboards,
train station,…)
Below-the-line Sponsorships
Influencers
POP marketing
Owned media Direct marketing
Sales
Trade fairs, webcasts,…
Brand websites, fan pages, own
social media,…
Earned media Word-of-mouth
• Marcom stakeholder groups
o Media
§ Need advertisers for revenue
o Consumer
o Advertiser
§ Need media to reach consumers
o Actions from one group can effect both
§ Example: consumer using adblockers à media are getting less money
and advertisers lose a way of reaching you
§ Example: dissatisfied customers can blame the medium and/or the
advertiser
• Branding
o A longterm strategic perspective on how to build, grow and maintain your
brand value
o Marcom should always serve the brand strategy
o What are we aiming for in the end? A campaign should fit that strategy
• Campaign
o A strategically planned chronology and collectionof marcoms with a common
creative appeal (integrated type of marketing) and an appropriate
communication strategy and budget planning per medium
2
,Two dynamics: reach vs relevance
Elaboration Likelihood Model
• People have 2 systems of thinking
o System 1: your automatic thinking
o System 2: conscious system à you truly think about it
§ When you have enough motivation for it
§ When you have enough capacity to think about it
§ When you have enough time
Predominant in the advertising industry
• Reach
o Hardly noticed peripheral cues affect us, certainly when repeated over and
over again
o Reach is the biggest part of advertising
• Relevance
o The best way to make consumers attentive of your message is to make it
relevant
o This will make them cognitively involved in the message
• An ad is a good ad when people pay attention to it
• Relevance is a important cue for the processing en persuasing aspect of the ad
o Without relevance there is only ‘reach’
Two important pittfalls
• When aiming for eyeballs
o You are typically satisfied with low involvement, peripheral processing
o Do not forget to use appropriate peripheral cues to lift your ad effect
• When aiming for relevance
o You’ll use all kinds of tricks to increase the odds of high involvement, central
processing
o Do not forget to make sure the attitude effect is positive
Summary
3
, 1.2. The ‘theory’ behind advertising
Hierarchy of effects
• Linear evolution from cognitive effects over affective to behavioral effects
o A hierachy in the effects: cognitive – affective – behavioral
o Examples: AIDA, DAGMAR,…
o Later refinded into different hierarchies such as the Foote-Cone-Belding grid
Funnel metaphor
• Still used extensively
• Can partly explain the continued focus on eyeballs as a marcom goal
• Hierarchy of effects models
o Are still useful as a media mix metaphor
o Have little proven academic value
o Are still used, because sometimes they are easy to sell
o Academically, they are replaced by attitude models (ex. ELM)
1.3. Don Schulz: the future of advertising
• Advertising was already a process for sellers 100 years ago
o Sellers were trying to attract the attention of potential customers
o The term advertising has fractionalized into a host of seemingly more specific
but commonly marketer-generated topics, issues and activities
o At the same time it seems that consumers have aggregated all of these terms
into one term advertising / promotion
• Don Schulz prefers to subsume ‘advertising’ under the wider umbrella of ‘marketing
communications’
o We stick to ‘advertising’
§ Paid-for, non-personal communication delivered through a mass
medium and with an identifiable source
• Despite its tradition, little progress seems to be perceived in the field
o There is a lack of truly measurable results or acountability
o Although this is the case, the advertising spending keeps going on
4
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