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Samenvatting Advertising 1+2
Samenvatting Advertising 1+2 door Tim Smits
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ADVERTISING 1+2S0G82A
,Table of contents
1 – Setting the scene & MarCom basics ....................................................................................... 4
The ad industry has an identity crisis ........................................................................................................................... 5
Philip Kotler: Five phases of marketing evolution ......................................................................................................... 5
MarCom Mini Course ........................................................................................................................... 6
Media and tools ........................................................................................................................................................... 6
Dynamics: reach vs relevance ..................................................................................................................................... 6
The ‘theory’ behind advertising ............................................................................................................ 8
Hierarchy of effects ..................................................................................................................................................... 8
HoE models................................................................................................................................................................. 8
Don Schultz – The future of advertising or whatever we’re going to call it ..................................... 9
2 – Advertising & Ad industry ..................................................................................................... 10
Advertising industry ................................................................................................................................................... 10
Types of advertising........................................................................................................................... 12
The campaign ............................................................................................................................................................ 13
Message strategy ...................................................................................................................................................... 13
Creative strategy ....................................................................................................................................................... 14
Rational appeals: information cues ........................................................................................................................... 14
Emotional appeals .................................................................................................................................................... 15
Specific circumstances ............................................................................................................................................. 15
Cross-cultural advertising ......................................................................................................................................... 15
3 – Media planning .................................................................................................................... 16
Media objectives ............................................................................................................................... 17
Beta-coefficient Morgensztern: degree of memorization .................................................................... 18
Media cost and selection ................................................................................................................... 19
What are the costs and is there an evolution? ........................................................................................................... 20
Fulgoni – Is the GRP really dead in a cross-platform ecosystem? ............................................... 21
Advertising research ......................................................................................................................... 21
The campaign ............................................................................................................................................................ 21
Agency practitioner theories of how advertising works .............................................................. 26
4 – advertising ethics & society.................................................................................................. 27
Ethics ........................................................................................................................................................................ 27
Advertising ethics ...................................................................................................................................................... 27
Advertising ................................................................................................................................................................ 27
Ethical advertising strategies ..................................................................................................................................... 27
Types of unethical advertising ................................................................................................................................... 28
Consequences .......................................................................................................................................................... 28
How do we tackle unethical advertising? ................................................................................................................... 28
5 – Ad avoidance ....................................................................................................................... 29
Theories ............................................................................................................................................ 29
A typology of consumer strategies for resisting advertising ....................................................... 29
Consumer resistance ................................................................................................................................................ 29
Predictors of advertising avoidance in print and broadcast media ............................................. 30
What about digital media? ................................................................................................................. 32
1
, Consumer resistance ................................................................................................................................................ 33
6 – Advertising to children and adolescents ............................................................................... 34
Media food marketing and eating outcomes .............................................................................. 35
What do we know about food marketing so far? ........................................................................................................ 35
Processing of Commercial Media Content (PCMC) ................................................................................................... 36
Method...................................................................................................................................................................... 36
Systematic review: qualitative analysis ..................................................................................................................... 37
What do adolescents see on social media? A diary study .......................................................... 38
7 – Endorsements...................................................................................................................... 39
Fifty years of celebrity endorser research ................................................................................. 40
The effectiveness of celebrity endorsements: a meta-analysis ................................................. 41
TikTok Influencers’ Impact on Adolescents’ Eating Outcomes .................................................. 44
8 – Emotional appeal ................................................................................................................. 46
Emotional appeals vs informational appeals...................................................................................... 46
A meta-analysis of humor in advertising .................................................................................... 47
Valuable Virality........................................................................................................................ 50
Field observation of viral ads ..................................................................................................................................... 51
9 – Music in advertising ............................................................................................................. 53
The effects of music in advertising on choice behavior .............................................................. 53
Music in ads: breakthrough or one-hit wonder? ......................................................................... 53
The role of music recognition on consumer choice .................................................................... 57
10 – Congruity ........................................................................................................................... 59
Understanding schema incongruity as a process in advertising ................................................. 59
Mandler’s schema (in)congruity theory...................................................................................................................... 59
Optimal stimulation theory ........................................................................................................................................ 60
What is (in)congruency? How to operationalize? ................................................................................ 60
4 stages ..................................................................................................................................................................... 60
Evoking premiumness: How color-product congruency influences premium evaluations ......... 62
Background ............................................................................................................................................................... 62
Experiment 1 ............................................................................................................................................................. 63
Experiment 2 ............................................................................................................................................................. 63
Conclusion................................................................................................................................................................ 63
11 – Images ............................................................................................................................... 64
Components of visual perception in marketing contexts ........................................................... 65
Illuminance ............................................................................................................................................................... 65
Shape ........................................................................................................................................................................ 65
Color ......................................................................................................................................................................... 65
Materialty .................................................................................................................................................................. 66
Location .................................................................................................................................................................... 66
Conclusion................................................................................................................................................................ 66
12 – Advertising Effectiveness ................................................................................................... 67
How well does advertising work? Generalizations from meta-analysis ...................................... 67
2
, Observations ............................................................................................................................................................. 68
Advertising repitition: a meta-analysis on effective frequency in advertising ............................. 69
Background ............................................................................................................................................................... 69
Results ...................................................................................................................................................................... 70
Conclusion................................................................................................................................................................ 71
3
, 1 – SETTING THE SCENE & MARCOM BASICS
News articles predicted that after their first big blow because
of Covid, the advertising industry later would collapse even
more, but that didn’t happen.
Other things you can read from the graph:
o TV ads have been proclaimed dead for years, but clearly
aren’t
o Influencer advertising started to show up in 2019 but is
not the amount people would think of nowadays
o Search advertising is one of the biggest ones, but people
forget about them often
There’s a huge burden by creating digital ads and bringing them to computers
o Calculated that the total CO2 emissions for all of the digital ads combined produced the equivalent of 1.35 million
passenger flights from London to Paris
o To compensate, you’d have to plant 3.7 million trees
o They also came up with a new metric: CO2 cost per thousand people who saw an ad
o Metric most used: CPM; cost per thousand
4
,T HE AD INDUSTRY HAS AN IDENTITY CRISIS
o Nowadays a lot of advertisement focuses on societal values (CSR) instead of financial return
o Many of the price-winning ads nowadays are not typical and focus on societal
o Cannes Lions mostly awarded to social good campaigns or one-off events
- Hardly any branding campaigns get rewarded anymore
- Big agencies therefore decided not to attend the big awards anymore
- Consultancy firms like Deloitte started buying their way into advertising
because of it and are now rapidly becoming the power horses of advertising
P HILIP KOTLER: FIVE PHASES OF MARKETING EVOLUTION
1) product-driven: you have products and you need to market them
2) customer-oriented: we shouldn’t tell how great the product is, but listen to what the consumer needs and try to market
our products and services for them
3) human-centric: we touch upon values that people really support, more purpose
4) moving to digital: everything got integrated in a digital first system
5) marketing in a digital world: making it even more hollistic, everything relates to eachother, you believe in a funnel that
clients don’t go from one type of exposure to another, but everything blends fluently
The end goal of an academic advertising course
o not all cool ideas are good ideas
o fewer but better ads are to be preferred
o science and analysis will boost effectiveness, also in traditional advertising
o scientific mindset will help understand what effects to expect and monitor
o especially true for the non-traditional advertisers: organizations with limited budget
5
,MARCOM MINI COURSE
MEDIA AND TOOLS
Above-the-line = you bought space and the cost of that advertising space determined the cost of the creation of the ads as
well. Approximately 15% of your advertising spent to just get the ad space was what you then had to pay for the creation of
the ad. If you had 1 million euros spent for tv ad, making the ad would cost you 150k euros.
STAKEHOLDER GROUPS
o Advertisers want to persuade consumers and need “media” to reach them. Media need
advertisers for revenue
o Tensions/actions from one group can affect both other groups
(e.g. dissatisfied customers can blame the medium and/or the advertiser)
BRANDING, CAMPAIGNS
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 MarComs with a common creative appeal and an
appropriate communication strategy and budget planning per medium
DYNAMICS: REACH VS RELEVANCE
E LABORATION L IKELIHOOD MODEL
People have two systems of thinking
o System 1: your automatic thinking peripheral
o System 2: your conscious system: you truly think about it central
- 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
o Reach
- Hardly noticed peripheral cues affect us, certainly when repeated over and over again
- Reach is the biggest part of advertising
o Relevance
- The best way to make consumers attentive of your message is to make it relevant
- This will make consumers involved in the message
o An ad is a good ad when people pay attention to it
o Relevance is an important cue for the processing and persuading aspect of the ad
- Without relevance there is only ‘reach’
6
, o If you do something with system 1 chances are highest the bar goes up, it’s very hard to do such a bad job that the bar
goes down there
o Eyeballs = You can raise the bar with exposure & cues
o Power = relevance and motivational aspects that you add to your ad
- You need to be careful cause first your message needs to be stronger rather than weak, so only try this method if
you have a strong message
o Everybody who has strong persuasion knowledge (who understands how you try to persuade them and is critical) will
be more alert for an ad that they consciously process. So the arrow is thinner for system 1 than it is for system 2
o If you want to process a message you need motivation and capacity
o Suppose you do have motivation and capacity, then you can start thinking about the ad and can form thoughts. You
either end with a positive attitude or a negative attitude change
o Suppose that you lack motivation or capacity, then there still can be persuasion going on (even if it’s just for a one-time
exposure), depending on the peripheral cues. brand logo, packaging… can then still lead to peripheral attitude change
TWO IMPORTANT PITFALLS
o When aiming for eyeballs
- You are typically satisfied with low involvement, peripheral processing
- Do not forget to use appropriate peripheral cues to lift your ad effect
o When aiming for relevance
- You’ll use all kinds of tricks to increase the odds of high involvement, central processing
- Do not forget to make sure the attitude effect is positive
7
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