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Chapter 5: advertising summary
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Notes, slides, summary of chapter 5 about advertising Marketing Communications
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Chapter 5: Advertising“Advertising is any paid, non-personal communications through various media by an identified
company, non-profit organisation or individual.”
To inform and to persuade!
Types of advertising
Most is manufacturer advertising = from brands, businesses who pay for advertising
Collective = governmental advertising = institutional
Retailer = private label brands competing with national brands
Collaboration = between manufacturers and retailers
Idea = not for product or service but for an idea, for example the environment, climate change,
veganism non profit
Receiver: B2C or B2B
- Industrial = concretes and they use it in their products
- Trade = buy to resell
Selective = 1 product vs Generic = a whole product category
Theme = goodwill for whole organization vs action = action readiness, sales promotion
Media type ad spending shares in Western Europe 2017–2021 (%)
Evolution: slow increase in digital at the expense of newspaper and magazines
Media type ad spending shares in the world 2021–2024 (%)
,By next year: still 40% offline, mostly tv and outdoor, radio and cinema
Media type ad spending shares in the world 2023 (%)
Creative platform
Summarize message strategy creative idea
- Creative idea should be sustainable across tools and over time reuse your idea over
multiple platforms and time periods
- Advertising should be functional it should mean something, in line with objectives
Translate creative idea creative execution
Considerations:
- Problem to resolve
- Campaign objectives
- Key customer benefit and evidence for this benefit
- Characteristics target group
- Conversational style & advertising appeal (emotional vs. rational)
, Exam question: Explain: advertising should be sustainably creative.
Creativity = ‘violation of expectations’
Two dimensions:
Different, unique and novel
Relevant and meaningful
Functional creativity:
- appeal to target group
- be in line with campaign objectives
- support message strategy
Impact:
Attention-grabbing potential
More and deeper processing
Better recognition and recall of brand and message
Higher frequency of exposure and repeat message processing (mere exposure: for very
creative advertising)
De Lijn: pinguin reclame, travel in group, is safer/better
Advertising appeals and endorsers
Differences in generations: Gen Z creative, Boomers sales promotion
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