Advertising
- 50% of advertising has an effect
- There is big crisis, and it also affects the
advertising industry → not yet but next
year
- How is this possible?
- A brand has an agency who makes ads,
and they want them on a screen
- But in between there is another player:
the person who sells ad places → they
have to buy them one year in advance
- Fake news gets sponsored because it
gets a lot of eyeballs
MarCom Mini Course
Marcom: you want about products, brands, organisations
Above-the-line: if a major bransds asks advertisingagent for 1 million they can built it for half of the
money (the most of the oney goes to adplacement and not admaking)
Below-the-line: they ask you want you want and then say how much it costs (price depending
whether they like the job or not)
→ Many other people involved
Many agencies say they do all 365 agencies, but they like above-the-line more
Pop marketing= point of purchase happens in the shop and online
Sales: you tell your salespeople what to say (they will do it in their own way but still sent the same
message)
Earend media: influencers who will promote things in the hope they will get sponsered
1
,Short term elasticity= korte basis winst je geeft 1 dollar en krijgt het terug in iets anders
MarCom stakeholder group
Advertisers want to persuade consumers and need
“media” to reach them. Media need advertisers for
revenue.
Tensions/actions from one group can affect both other
groups (e.g. dissatisfied customer can blame the medium
and/or the advertiser
➔ A lot of the times it works with more stakeholder (advertising agencies), probably around 4
- Consumers: we want information/entertainment
- Advertisers: we don’t like al the ads, but they do inspire us
- Media: want consumers, the consumers they have the more they can charge the advertisers
MarCom, 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
MarCom dynamics: reach vs relevance
➔ Cf. Elaboration Likelihood Model & System1/System2
REACH
- Hardly noticed peripheral cues affect us, certainly when repeated over and over again
(Sharp: “distinctive assests” + “constant availability”)
- Reach: as many as people you can reach and as many times that you can (like taglines, if it is
a good one it will become more familiar)
2
,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
- Relevance: can be for many reasons, (if he would now hand out vouchers for a coffeeshop
nearby it would be relevance but if the coffeeshop is far away it would not be interesting
➔ The more reach you have the higher the line would be
Solid advice based on ELM: There are two important pitfalls, one for each of the main MarCom
strategies
1. 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.
2. 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.
95% of MarCom is Reach (80%) vs Relevance (15%)*
- Media cost: Higher reach or higher relevance per reach = more expensive
o Advertising has a cost per exposure (vb. 10 000 people)
- Most “new” media start from the relevance position (e.g. content marketing on Facebook
with organic reach) and, if succesful 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
o Relevence-based to reach-based : If they sell a good thing the customers will
advertise for them but when they have grown to big for that they will change to
reach-based
- MarCom objectives: a lot of reach (recall, TOMA, visits, …) and a bit of relevance (WOM,
loyalty, …), usually structured in cognitive – attitudes – behavior
3
, TRAIN YOURSELF
When confronted with a (new) MarCom example:
1. Categorize Paid – Owned – Earned costs and potential
2. Analyze the degree of reach and relevance it has
3. Compare this with potential MarCom objectives (cognition, attitude, behavior)
4. Evaluate how much it makes sense
The “theory” behind advertising
Early models explaining advertising effects:
Hierarchy of effects:
- Linear evolution from cognitive over affective to behavioral
effects
o Examples: AIDA, DAGMAR, …
- Wider parts = more people - mass media
- Later refined into different hierarchies such as the Foote-Cone-
Belding grid
- Funnel metaphor still used extensively
o They all have a funnel metaphor
o You have a lot of reach and then you have relevance,
so you start with a lot of people and you lose people
along the way
- Can partly explain the continued focus on EYEBALLSas a
MarCom goal
HoE models …
- … are still useful as a media mix metaphor
- … have little proven academic value
- … are still used, sometimes, because they are easy to sell
Academically, replaced by attitude models where all advertising effects are usually centered on
persuasion and attitudes (or CBBE): Elaboration Likelihood Model
4
- 50% of advertising has an effect
- There is big crisis, and it also affects the
advertising industry → not yet but next
year
- How is this possible?
- A brand has an agency who makes ads,
and they want them on a screen
- But in between there is another player:
the person who sells ad places → they
have to buy them one year in advance
- Fake news gets sponsored because it
gets a lot of eyeballs
MarCom Mini Course
Marcom: you want about products, brands, organisations
Above-the-line: if a major bransds asks advertisingagent for 1 million they can built it for half of the
money (the most of the oney goes to adplacement and not admaking)
Below-the-line: they ask you want you want and then say how much it costs (price depending
whether they like the job or not)
→ Many other people involved
Many agencies say they do all 365 agencies, but they like above-the-line more
Pop marketing= point of purchase happens in the shop and online
Sales: you tell your salespeople what to say (they will do it in their own way but still sent the same
message)
Earend media: influencers who will promote things in the hope they will get sponsered
1
,Short term elasticity= korte basis winst je geeft 1 dollar en krijgt het terug in iets anders
MarCom stakeholder group
Advertisers want to persuade consumers and need
“media” to reach them. Media need advertisers for
revenue.
Tensions/actions from one group can affect both other
groups (e.g. dissatisfied customer can blame the medium
and/or the advertiser
➔ A lot of the times it works with more stakeholder (advertising agencies), probably around 4
- Consumers: we want information/entertainment
- Advertisers: we don’t like al the ads, but they do inspire us
- Media: want consumers, the consumers they have the more they can charge the advertisers
MarCom, 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
MarCom dynamics: reach vs relevance
➔ Cf. Elaboration Likelihood Model & System1/System2
REACH
- Hardly noticed peripheral cues affect us, certainly when repeated over and over again
(Sharp: “distinctive assests” + “constant availability”)
- Reach: as many as people you can reach and as many times that you can (like taglines, if it is
a good one it will become more familiar)
2
,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
- Relevance: can be for many reasons, (if he would now hand out vouchers for a coffeeshop
nearby it would be relevance but if the coffeeshop is far away it would not be interesting
➔ The more reach you have the higher the line would be
Solid advice based on ELM: There are two important pitfalls, one for each of the main MarCom
strategies
1. 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.
2. 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.
95% of MarCom is Reach (80%) vs Relevance (15%)*
- Media cost: Higher reach or higher relevance per reach = more expensive
o Advertising has a cost per exposure (vb. 10 000 people)
- Most “new” media start from the relevance position (e.g. content marketing on Facebook
with organic reach) and, if succesful 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
o Relevence-based to reach-based : If they sell a good thing the customers will
advertise for them but when they have grown to big for that they will change to
reach-based
- MarCom objectives: a lot of reach (recall, TOMA, visits, …) and a bit of relevance (WOM,
loyalty, …), usually structured in cognitive – attitudes – behavior
3
, TRAIN YOURSELF
When confronted with a (new) MarCom example:
1. Categorize Paid – Owned – Earned costs and potential
2. Analyze the degree of reach and relevance it has
3. Compare this with potential MarCom objectives (cognition, attitude, behavior)
4. Evaluate how much it makes sense
The “theory” behind advertising
Early models explaining advertising effects:
Hierarchy of effects:
- Linear evolution from cognitive over affective to behavioral
effects
o Examples: AIDA, DAGMAR, …
- Wider parts = more people - mass media
- Later refined into different hierarchies such as the Foote-Cone-
Belding grid
- Funnel metaphor still used extensively
o They all have a funnel metaphor
o You have a lot of reach and then you have relevance,
so you start with a lot of people and you lose people
along the way
- Can partly explain the continued focus on EYEBALLSas a
MarCom goal
HoE models …
- … are still useful as a media mix metaphor
- … have little proven academic value
- … are still used, sometimes, because they are easy to sell
Academically, replaced by attitude models where all advertising effects are usually centered on
persuasion and attitudes (or CBBE): Elaboration Likelihood Model
4
