Resume

Volledige samenvatting Advertising

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Cours
Advertising (S0G82A)

Établissement
Katholieke Universiteit Leuven (KU Leuven)

Volledige samenvatting van het vak Advertising gedoceerd door prof Evert Van den Broeck. De samenvatting bevat de inhoud van al zijn lessen en ook de bespreking van de cases. Ook zijn er veel mogelijke examenvragen doorheen het document genoteerd, zodat je weet wat je kan verwachten op het examen. ...

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Publié le 21 novembre 2021
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ADVERTISING 1
INTRODUCTION
Advertising: Fearless girl on Wall Street (2 statues), this was also an add so advertising can be anywhere and anything
not only on TV or on social media. But what did this advertise, what is the message? It was a very creative add but not
very effective because nobody really knew what it was. It was for an investment fund that invested in companies in
which the diversity of gender was on a good level.

ADVERTISING IN CRISIS
Cannes Lions mostly awarded to social good campaigns, campaigns that really have a message for the greater good.
But social goods campaigns are often sponsored by the advertising industry because social goods organizations often
do not have the money to pay large advertising fees. So often those campaigns are the advertising industry awarding
themselves for ads based on briefings they wrote themselves. You could say this is a crisis, when brands do not want
to pay for creative ads.

Big agencies decide to not attend the big awards anymore because it is really expensive.

Industry take-over: consultancy firms like Deloitte and Accenture are buying big advertising firms. Droga5
(independent agency) was bought by Accenture. Consultancy firms are at the heart of business organizations and
business decisions and sometimes business decisions involve communication so it makes sense that consultancy firms
not only offer the advice but also do the execution and do the communication themselves.

WHAT ABOUT CORONA?
Almost all of the communication industry saw their revenue drop with 50% or more. When crisis hits, the first thing
where clients cut is in the communication budget (this is not the way to go)

ATYPICAL ADVERTISING
- Patagonia donated 10 million dollars to companies whom fight climate change. This is also advertising because
it is communicating a vision and highlighting the image of the brand.
- Coins of hope: putting the head of a missing child on 2 euros to raise awareness of missing children

1. BASICS OF MARKETING COMMUNICATION
Chapter 1 – 4: no study material, just general understanding

Marketing: “Process of planning and
executing the conception, pricing,
promotion and distribution of ideas,
goods and services to create and
exchange value and satisfy individual
and organisational objectives.”

Advertising: Advertising is part of
marketing. Non-personal mass
communication using mass media, the
content of which is determined and
paid for by a clearly identified sender.

Branding: A long-term strategic
perspective on how to build, grow and
maintain your brand value. MarCom
should always serve the brand
strategy

Campaign: A strategically planned
chronology and collection of

,Marketing Communications with a common creative appeal and an appropriate communication strategy and budget
planning per medium

Below-the-line: the things the company can do themselves. Owned and earned media
Above-the-line: paid media, mass media advertising → a company goes to an agency for this.

Advertisers want to reach consumers and they have to use media for it. Media in turn
need advertisers for revenue.

4 P’s / 4 C’s
Product Customer Need
Price Cost to the customer
Promotion Communication
Place Convenience (fit in the customer journey)

INTEGRATED MARKETING COMMUNICATION
Combination of marketing instruments to gain a synergetic effect and result in a seamless communication effort.
“360°”
Benefits : synergy & consistency
Several factors lead to more integrated approach nowadays

Seamless integration of communication. One
customer will see the live event reporting and will see
the add en will see in store the product and will have
this same message and this strengthens the
associations (= synergetic effect)

,ELABORATION LIKELIHOOD MODEL & SYSTEM 1/SYSTEM 2
Reach: Hardly noticed peripheral cues affect us, certainly when repeated over and over again (Sharp: “distinctive
assets” + “constant availability”)
- Long tail: you will have to address and strengthen light users instead of focusing on your headusers.
- Constant availability → Mental & Physical availability: you have to think about the brand and physical is about
distribution
- Be distinctive: helps with being top of mind
- Repetition of a message is very important
Relevance: The best way to make consumers attentive of your message is to make it relevant. This will make them
cognitively involved in the message

Two important pitfalls, one for each of the main MarCom strategies:
- Focus on eyeballs, low involvement messages with high repetition and high reach. You should not forget to
use the appropriate peripheral cues to lift your ad effect.
- When aiming for relevance, deep involvement, you’ll have to use all kinds of tricks to increase the odds of high
involvement and central processing. But you have to make sure the attitude effect is positive.

Media cost: Higher reach or higher relevance per reach = more expensive
Most “new” media start from the relevance position (e.g. content marketing on Facebook with organic reach) and, if
successful they then change into reach media (Facebook turned into a big traditional ad platform)
Brands typically evolve from relevance-based niche players to reach-based big companies: As a start-up you don’t have
the means to advertise big
MarCom objectives: a lot of reach (recall, TOMA, visits, ...) and a bit of relevance (WOM, loyalty, ...), usually structured
in cognitive – attitudes - behavior
Targeting: large segments (reach) versus narrow prospects (relevance), but “targeting is overrated (Ritson)”

HIERACHY OF EFFECTS MODEL
Early model of advertising.
Effects happen in order: cognitive (= firstly you will think about the ad) → affective (= you will feel something) →
conative (=action): funnel thinking

, - Examples: AIDA, DAGMAR
- Later refined into different hierarchies: FCB grid, Rossiter-Percy grid, ..
Funnel metaphor still used extensively
Can partly explain the continued focus on EYEBALLS as a MarCom goal

They are still used to this day but have little proven academic value but are still used often today because they are
easy to sell. It is an easy way of presenting the story to the clients in a comprehensible way.

THE MARKETING COMMUNICATION PLAN
1. Situation analysis
2. Target groups
3. Objectives
4. Budgets
5. Message & creative strategy
6. Touchpoints & tools
7. Evaluation
8. Control

ARTIKEL SCHULTZ: THE FUTURE OF ADVERTISING
Use of the term advertising: it has become a very heterogenous term. Advertising is very fragmented and is not solely
limited to TV or print. Advertising can come in many forms and ways.

Two visions:
- Vision held by academic people: are fond of fixed models and stability because then you can research them
and test and retest them.
- Vision held by practitioners: advertising as an industry that is constantly moving vb. New technologies
influencing the advertising environment.

Advertising nowadays according to Schultz: Gaining attention (awareness, reach) and persuading people to purchase
is key. The messaging is based on some type of psychological model (= funnel model with fixed steps, not necessarily
the way it actually happens). The real impact of advertising is not the primary focus of advertising analysts in the field,
the behavior is narrowed down to a calculation of the returns on the costs of the tactics used or some change in
psychological or communication effect.

Three scenarios are proposed for the future of advertising
- Creeping incrementalism: accepting the change but the adaptation will be slow, fist they will try to fit the new
changes in the existing frameworks. most passive, conservative form of the future of advertising, advertising
will move slowly in the next stage. At this moment focused on gained-reach to reach eyeballs. It’s how we try
to fit the new within the old. Trying to fit new things into old, existing frameworks.
- Reversal of buyer/seller roles: futuristic idea, now we have sellers that have the power and are spreading the
message and buyers need to buy from the sellers but the roles will be reversed and the buyers will send
messages on what they want to buy and the sellers can pick up these messages and sell in a personalized
manner
- Reinvention of the field: full automation of advertising, no advertising professional will be involved and all
advertising messages will be based on data and psychological models. Artificial intelligence

2. ADVERTISING AND THE AD INDUSTRY
MOST IMPORTANT ADVERTISING AWARDS
Cannes Lions: most important creativity awards, for creativeness and not necessarily effectiveness
Effie: Belgian, European
Belgian does really good in award winning because often we don’t have a lot of budget compared to other agencies in
other companies so we are forced to think about something really unique to get peoples attention.

STAKEHOLDERS
Consumers, they have only contact with the advertiser and the media
Advertising industry:

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