2. ADVERTISING: THE POWER OF
PERSUASION
Keynotes
– reassure – viable – seek
– (non-)commercial ads
– (special) interest group = advocacy group = pressure group:
o a group of people that seeks to influence public policy on the
basis of a common interest or concern.
o any association of individuals or organizations, usually formally
organized, that, on the basis of one or more shared concerns,
attempts to influence public policy in its favour. They lobby.
o Bv. WWF: advocates world life protection
– advertising ↔ branding
text page 16
Advertising – form of marketing communication between an
organization and its target audience used to
promote or sell something ( product/service)
– is communicated through various mass media,
including traditional media and new media
– differs from personal selling in that the message is
non-personal, i.e. not directed to a particular
individual
Target refers to the specific group of consumers most likely to
audience want your product or service
Madison – Madison Avenue has become known as a shopping
Avenue center for wealthy people around the world. It has
become known for its elegant fashion and jewelry.
– All those well-known advertising agencies are there
Traditional Newspapers, magazines, television, radio, outdoor
media advertising, direct mail
Elicit Uitlokken
New media Results, blogs, social media, website or text messages
Viable – you trust a company
– leefwaardig, duurzaam
Direct respons – ads that intend to elicit an immediate sale are
advertising known as direct-response advertising.
– Reclame die tot doel heeft een onmiddellijke
verkoop uit te lokken, wordt "direct-respons
advertising" genoemd.
Proctor & – Was the largest advertiser worldwide in 2018,
Gamble having spent more than 10 billion US dollars on ads
– Pampers, ariel, always, gilette, pantene, oral B
1
,Forecast data Voorspelde gegevens
Expenditures Uitgaven
until 2020, when the coronavirus put a halt on many industries, the
spending on advertising had been increasing steadily
it is expected to go back on steady grow starting in 2021, and surpass 630
billion US dollars in 2024
north America invests the most in the sector
in 2022, newspaper and magazine advertising spending is expected to
account for 5.07 ( five point ow seven) % of all spending worldwide
First remark
Thomas Cook has struggled to cope with a £1.7bn debt burden. The 11th-hour
meeting came after the company had agreed a £900m bailout – but was then
told to find another £200m, which proved a step too far.
De Thomas Cook Group torste een schuld van 1,7 biljoen pond. De ultieme
vergadering kwam er nog nadat het bedrijf een vangnet was toegestaan van
900 miljoen pond – maar het moest dan nog 200 miljoen pond vinden – een
brug te ver.
Dutch English In numbers
Miljoen Million 1.000.000
Miljard Billion 1.000.000.000
Biljoen Trillion 1.000.000.000.000
Second remark
She is successful
She did it successfully
2
,2.1 ADVERTISING AGENCIES: THE BIG FIVE
2.1.1 WPP GROUP PLC
Plc : public liability company
WPP Group is een Brits multinationaal advertentie- en pr-bedrijf met
managementhoofdkantoor in Londen (Engeland) en het
uitvoeringshoofdkantoor in Dublin (Ierland). WPP bezit een aantal netwerken
voor publiciteit, public relations, media en marktonderzoek, waaronder
Ogilvy,, Young & Rubicam. WPP is het grootste reclamebedrijf ter wereld.
Samen met Publicis Groupe, Interpublic Group of Companies en Omnicom
Group staat het in de top vier van ’s werelds grootste kantoren.
WWP – A London based conglomerate
– Has become the largest marketing group and the
most revenue generating advertising company
– Executive office in Dublin & owns advertising, public
relation and media research networks
– Owns some of the largest marketing agencies in the
world Grey, JWT, young & rubicam
Conglomerate – Company with stakes in different industries
– a combination of multiple business entities operating
in entirely different industries under one corporate
group, usually involving a parent company and
many subsidiaries.
Parent company
Subsidiary 1 subsidiary 2
subsidiary 3
In industry 1 in industry 2
in industry 3
Executive = main office = headquarters
office
Cannes lions Industries most priced award. Means you’re a creative
agency
3
, Mark read
– chief executive at WPP
– is paid
o an annual salary of £975,000
o with an annual bonus of up to 2.5 times his basic
salary
o and a long-term incentive scheme award of up to
3.5 times his salary
o an annual cash allowance of 20% of his salary in lieu of pension
o a £35,000 benefits allowance.
Salary Loon
a fixed regular payment, typically paid on a monthly
basis but often expressed as an annual sum,
Bonus Bonus
a sum of money added to a person's wages as a
reward for good performance.
Long term Lange termijn prestatiebeloning
incentive scheme a company policy that rewards employees for reaching
award specific goals that lead to increased shareholder value
Cash allowance Onkostenvergoeding
– Refers to an expense that is repaid immediately
in cash, instead of being reimbursed later.
Employers will typically give employees cash
allowances to cover incidentals and the costs of
work-related expenses, such as meals, lodging,
dry cleaning, and office supplies.
– Een vergoeding die vooral werkgevers aan hun
werknemers kunnen toekennen ter compensatie
van kosten die werknemers maken bij de
uitoefening van hun functie. Zo krijgen veel
werknemers van hun werkgever een
onkostenvergoeding voor hun woon-werk
verkeer
– An allowance that mainly employers can give to
their employees to compensate for costs that
employees make in the performance of their job.
For example, many employees receive an
expense allowance from their employer for
commuting to work.
In lieu of In plaats van
Benefits allowance Uitkeringstoelage
money that a company or government agency
provides to an employee for a specific purpose, such as
transportation, healthcare costs, or a flexible spending
account
4
PERSUASION
Keynotes
– reassure – viable – seek
– (non-)commercial ads
– (special) interest group = advocacy group = pressure group:
o a group of people that seeks to influence public policy on the
basis of a common interest or concern.
o any association of individuals or organizations, usually formally
organized, that, on the basis of one or more shared concerns,
attempts to influence public policy in its favour. They lobby.
o Bv. WWF: advocates world life protection
– advertising ↔ branding
text page 16
Advertising – form of marketing communication between an
organization and its target audience used to
promote or sell something ( product/service)
– is communicated through various mass media,
including traditional media and new media
– differs from personal selling in that the message is
non-personal, i.e. not directed to a particular
individual
Target refers to the specific group of consumers most likely to
audience want your product or service
Madison – Madison Avenue has become known as a shopping
Avenue center for wealthy people around the world. It has
become known for its elegant fashion and jewelry.
– All those well-known advertising agencies are there
Traditional Newspapers, magazines, television, radio, outdoor
media advertising, direct mail
Elicit Uitlokken
New media Results, blogs, social media, website or text messages
Viable – you trust a company
– leefwaardig, duurzaam
Direct respons – ads that intend to elicit an immediate sale are
advertising known as direct-response advertising.
– Reclame die tot doel heeft een onmiddellijke
verkoop uit te lokken, wordt "direct-respons
advertising" genoemd.
Proctor & – Was the largest advertiser worldwide in 2018,
Gamble having spent more than 10 billion US dollars on ads
– Pampers, ariel, always, gilette, pantene, oral B
1
,Forecast data Voorspelde gegevens
Expenditures Uitgaven
until 2020, when the coronavirus put a halt on many industries, the
spending on advertising had been increasing steadily
it is expected to go back on steady grow starting in 2021, and surpass 630
billion US dollars in 2024
north America invests the most in the sector
in 2022, newspaper and magazine advertising spending is expected to
account for 5.07 ( five point ow seven) % of all spending worldwide
First remark
Thomas Cook has struggled to cope with a £1.7bn debt burden. The 11th-hour
meeting came after the company had agreed a £900m bailout – but was then
told to find another £200m, which proved a step too far.
De Thomas Cook Group torste een schuld van 1,7 biljoen pond. De ultieme
vergadering kwam er nog nadat het bedrijf een vangnet was toegestaan van
900 miljoen pond – maar het moest dan nog 200 miljoen pond vinden – een
brug te ver.
Dutch English In numbers
Miljoen Million 1.000.000
Miljard Billion 1.000.000.000
Biljoen Trillion 1.000.000.000.000
Second remark
She is successful
She did it successfully
2
,2.1 ADVERTISING AGENCIES: THE BIG FIVE
2.1.1 WPP GROUP PLC
Plc : public liability company
WPP Group is een Brits multinationaal advertentie- en pr-bedrijf met
managementhoofdkantoor in Londen (Engeland) en het
uitvoeringshoofdkantoor in Dublin (Ierland). WPP bezit een aantal netwerken
voor publiciteit, public relations, media en marktonderzoek, waaronder
Ogilvy,, Young & Rubicam. WPP is het grootste reclamebedrijf ter wereld.
Samen met Publicis Groupe, Interpublic Group of Companies en Omnicom
Group staat het in de top vier van ’s werelds grootste kantoren.
WWP – A London based conglomerate
– Has become the largest marketing group and the
most revenue generating advertising company
– Executive office in Dublin & owns advertising, public
relation and media research networks
– Owns some of the largest marketing agencies in the
world Grey, JWT, young & rubicam
Conglomerate – Company with stakes in different industries
– a combination of multiple business entities operating
in entirely different industries under one corporate
group, usually involving a parent company and
many subsidiaries.
Parent company
Subsidiary 1 subsidiary 2
subsidiary 3
In industry 1 in industry 2
in industry 3
Executive = main office = headquarters
office
Cannes lions Industries most priced award. Means you’re a creative
agency
3
, Mark read
– chief executive at WPP
– is paid
o an annual salary of £975,000
o with an annual bonus of up to 2.5 times his basic
salary
o and a long-term incentive scheme award of up to
3.5 times his salary
o an annual cash allowance of 20% of his salary in lieu of pension
o a £35,000 benefits allowance.
Salary Loon
a fixed regular payment, typically paid on a monthly
basis but often expressed as an annual sum,
Bonus Bonus
a sum of money added to a person's wages as a
reward for good performance.
Long term Lange termijn prestatiebeloning
incentive scheme a company policy that rewards employees for reaching
award specific goals that lead to increased shareholder value
Cash allowance Onkostenvergoeding
– Refers to an expense that is repaid immediately
in cash, instead of being reimbursed later.
Employers will typically give employees cash
allowances to cover incidentals and the costs of
work-related expenses, such as meals, lodging,
dry cleaning, and office supplies.
– Een vergoeding die vooral werkgevers aan hun
werknemers kunnen toekennen ter compensatie
van kosten die werknemers maken bij de
uitoefening van hun functie. Zo krijgen veel
werknemers van hun werkgever een
onkostenvergoeding voor hun woon-werk
verkeer
– An allowance that mainly employers can give to
their employees to compensate for costs that
employees make in the performance of their job.
For example, many employees receive an
expense allowance from their employer for
commuting to work.
In lieu of In plaats van
Benefits allowance Uitkeringstoelage
money that a company or government agency
provides to an employee for a specific purpose, such as
transportation, healthcare costs, or a flexible spending
account
4
