Class notes

Advertising lesson notes by Tim Smits and Yara Qutteina

3 purchases

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!

[Show more]

Preview 3 out of 24 pages

View example

Uploaded on May 31, 2024
Number of pages 24
Written in 2023/2024
Type Class notes
Professor(s) Tim smits
Contains All classes

marcom basics
ad industry
mediaplanning
advertising research
ethics and society
surrogate advertising
ad avoidance
endorsements
match up hypothesis
meaning transfer model
source attractiveness model
e

Institution
Katholieke Universiteit Leuven (KU Leuven)
Education
Communicatiewetenschappen
Course
Advertising (BKULS0G82A)

loreliencrabeels

Member since 9 months 6 documents sold

$8.50

Add to cart

Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Advertising – lesnotities
les 1 – 26/09

wordt opgenomen

exame op LAPTOP!!!!

3hrs

hoofdstukken, artikels en manuscripts op toledo

exam: 30 multiple + 10 short open field questions

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

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller loreliencrabeels. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $8.50. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

68175 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling

Class notes

Advertising lesson notes by Tim Smits and Yara Qutteina

Document information

Subjects

Written for

Seller

Reviews received

Content preview