Advertising
Table of Contents
WHAT IS ADVERTISING? ........................................................................................................................................ 4
ROLES AND FUNCTIONS OF ADVERTISING ............................................................................................................. 5
ADVERTISING – KEY PLAYERS ................................................................................................................................. 6
THE ADVERTISING INDUSTRY ................................................................................................................................. 8
ADVERTISING – ECONOMIC FUNCTIONS ................................................................................................................ 8
ADVERTISING & POLITICS .............................................................................................................................................. 11
THE EVOLUTION OF ADVERTISING ....................................................................................................................... 12
TYPES OF ADVERTISING ....................................................................................................................................... 13
ADVERTISING OBJECTIVES ................................................................................................................................... 16
COMMUNICATION OBJECTIVES ....................................................................................................................................... 16
HOW ADVERTISING WORKS ................................................................................................................................. 17
TAXONOMY OF MODELS OF HOW ADVERTISING WORKS ..................................................................................................... 19
ADVERTISING & SOCIETY ..................................................................................................................................... 21
ADVERTISING REGULATION ................................................................................................................................. 22
ADVERTISING ETHICS ........................................................................................................................................... 25
THE CONSUMER AUDIENCE ................................................................................................................................. 26
CONSUMER BEHAVIOR – SOCIAL CULTURAL INFLUENCES....................................................................................................... 27
CONSUMER DECISION MAKING ........................................................................................................................... 30
ADVERTISING MEDIA ........................................................................................................................................... 33
ADVERTISING CREATIVITY .................................................................................................................................... 35
CREATIVE STRATEGY ............................................................................................................................................ 37
DIGITAL ADVERTISING ......................................................................................................................................... 37
TECHNOLOGICAL CONVERGENCE ..................................................................................................................................... 38
CHANNEL CONVERGENCE .............................................................................................................................................. 38
CULTURAL CONVERGENCE ............................................................................................................................................. 39
3 IMPORTANT CHANGES: ..................................................................................................................................... 40
CROSS MEDIA ADVERTISING ................................................................................................................................ 44
OBJECTIVES ................................................................................................................................................................ 46
EFFECTS ..................................................................................................................................................................... 46
STRATEGIES ................................................................................................................................................................ 47
CONSUMER JOURNEY ................................................................................................................................................... 47
ADVANTAGES OF CROSS MEDIA ADVERTISING................................................................................................................... 47
DISADVANTAGES OF CROSS MEDIA ADVERTISING ............................................................................................................... 48
BRAND WORLDS .......................................................................................................................................................... 48
, Pyramid 5 layers ................................................................................................................................................. 49
ADVERTISING & CULTURE .................................................................................................................................... 50
CULTURE .................................................................................................................................................................... 50
Layers of Culture ................................................................................................................................................ 50
Cultural Values ................................................................................................................................................... 52
Cultural Codes .................................................................................................................................................... 52
Cultural Dimensions ........................................................................................................................................... 52
ADVERTISING & GENDER ..................................................................................................................................... 60
GENDER ..................................................................................................................................................................... 60
Gender roles ....................................................................................................................................................... 61
Gender stereotypes ............................................................................................................................................ 61
NEW TRENDS .............................................................................................................................................................. 66
ADVERTISING & CHILDREN .................................................................................................................................. 68
CONSEQUENCES OF ADVERTISING ................................................................................................................................... 70
Achieving conviction à 3 Strategies .................................................................................................................... 71
(Negative) effects of advertising ........................................................................................................................ 71
Additional (negative) effects .............................................................................................................................. 73
THE FUTURE: ADVERTISING & CHILDREN .......................................................................................................................... 74
HUMOR IN ADVERTISING ..................................................................................................................................... 75
THERE ARE 5 FORMS OF HUMOR ..................................................................................................................................... 76
WHY DOES HUMOR WORK? ........................................................................................................................................... 78
STUDY INSIGHTS – 50 YEARS OF SUPERBOWL COMMERCIALS ................................................................................................ 78
OFFENSIVE ADVERTISING ..................................................................................................................................... 79
,
,What is Advertising?
Three disciplines: advertising, marketing, public relations. All three aspects overlap in terms of what
they want to achieve, they are different in terms of objectives.
Advertising: uses the media as its “vehicle” to obtain a certain action on behalf of the consumer and its
objective is to sell something/ to promote something/ to get consumers to change their behaviors. What
we also see is that it is based on paid messages, we always know who the advertising source is. It is set
out to inform/ persuade, thus its purpose is to influence consumers to consider a product.
Marketing: is a lot broader. It is a set of activities that is implemented to create awareness, deliver a
message and provide consumers with values/ services. But it is directed at a broader set of clients. Not
only consumers but also stakeholders (goes further than only “money”).
Public relations is about relationship building with favorable audiences. The goal isn’t selling something
but creating long lasting relationships. The values are reputation, image, showing that the company is a
reliable partner, …
What is advertising? → “Complex form of communication that operates with objectives and strategies,
leading to various types of impact on consumer thoughts, feelings, and actions” (Wells et al., 2006).
Keywords:
- Objectives: advertising is always set out to achieve something. Can be simply informing
consumers about what is available but can also be public service ads (COVID: here you want to
change behavior). If you have objectives, you need strategies.
- Strategies: analyzing, planning, executing and monitoring. Advertising effectiveness: measure
whether advertising is able to achieve the goal it is set out to achieve.
Modern definitions has five components:
- Paid form of communication
- By an identified sponsor
- Goal-oriented (persuasion, influence, information) – goals can be measured
- Directed at a large (disperse and anonymous) audience (not directed at YOU but at PEOPLE LIKE
YOU). Nowadays advertising has become more personal.
- Message is conveyed through different media channels
When we talk about advertising it is important to understand its key concepts:
- Advertising strategy: this describes the logic and planning behind an ad and is a description that
gives it direction and focus. Every advertising needs strategy, because strategy has to be
matched to the overall objective.
- Creative idea: presents the central idea and is usually concerned with grabbing the audiences’
attention. An ad that is memorable is better.
- Creative Execution: has to do with photography, acting, writing, printing, … everything that has
to the with the actual creation is the execution. This creates attention too.
- Creative Media Use: you have to use media creatively. Advertising is designed to push buttons.
, BMW AD
They illustrate the effect of the product but in a creative way.
“Never underestimate the influence of centrifugal force”
Nespresso didn’t announce that they had a new celebrity. But
they teased it in a creative way.
Ad of a supermarket that promotes the holidays and “coming
together” and thus eating, … together.
Roles and functions of advertising
The purpose of advertising has evolved throughout the years. In the beginning it was more to identify
the producer of the goods. Nowadays, it’s more diverse. For new products, it’s informing (what can it
do, where, …), it is more associated with economics, it’s a great way to get attention (all ads about the
iPhones), creativity (problem: we can see too much of the same and therefore: advertising HAS to be
more creative).
, There are four broad roles that advertising fulfills.
1) Marketing
a. Goal is to satisfy consumers needs and wants by providing goods and services that
match those needs and wants. Consists of a broad pallet: Product, Place, Price,
Promotion → marketing mix
b. Branding: distinctive identity → makes it easier to identify a brand (example: Coca Cola
with its red background and font, …)
2) Communication
a. Mass Communication: reaching a broad set of people with one generic message. What is
also does is that advertising connects buyers and sellers (informs one about product and
transforms views about product). Brand map: all the associations a person has with a
brand (personal emotions, …)
3) Economy:
a. Advertisings fulfill a certain role within the economy because at the one hand it informs
what is available (consumer can assess product with the information received, …) and
this can create demand for a product.
4) Society:
a. Informs about new and improved products
b. Educates on trends
c. Self-representation: can create desire for wanting things to better ourselves
The different functions of advertising:
- Building awareness
- Creating brand image
- Providing product brand information
- Persuading recipients
- Providing incentives to take action: if you receive a letter and you can subscribe to something
- Providing reminders: through constant reminders the ad sticks and the brand image remains
permanent
- Reinforcing past purchases
Advertising – Key Players
Very dynamic field and therefore, number of organizations are involved in the decision making and
execution process of advertising
Advertiser approaches an agency for their expertise and designing, the agency helps by utilizes media
vehicles and they go to a supplier that reaches the audience.
