Advertising
Opzet vak
6cr points version = full course
Bring your own device: written on your computer, with multiple choice and short essay questions
Provisional schedule
Advertising is a type of marketing communication on a paid medium (to put your message on), where
you pay money to have your message being post
There is a lot of money in advertising and there are a lot of jobs in advertising
The better the advertising works, the higher the costs for all the ads. For that amount of money, you
can buy fewer adds, buts better. If adds are worse, there will be more.
In this course:
● Setting the scene and how the advertising scene looks like
● Deep dive into how it works
Part of the course topics : how advertising is done and how academics can reflect on that
● Broad overview of the state-of-the-art
● Course materials: Slides, chapters, articles and papers
○ Als er 5 slides zijn over een artikel, dan moet je het artikel echt lezen en begrijpen
○ Als er maar 1 slide is , dan moet je enkel kennen wat er op die slide staat
● Additional materials: Belch & Belch or other MarCom textbooks (though they are probably
wrong – see Byron Sharp), blogs, marketing websites, practitioners’ social media
Other part: academic research into advertising effects (and how advertisers should use that
knowledge)
● Gefocust, smal bereik
● Cursusmateriaal: Dia's, artikelen en papers
● Aanvullend materiaal: Blogs zoals swocc.nl, sociale media van academici
Voor beide gezichtspunten richt de cursus zich op "Strategie
1
,Course materials
● Slides & recordings available on Toledo after class. Slides are designed to be functional, as a
tool for you to study the contents
○ Alles op de slide is belangrijk. Alles wat er niet op staat, maar wel verteld is, is mss
niet zo belangrijk
● Chapters, articles, manuscripts: available via Toledo (and link to a reading list)
● Class attendance: not mandatory but highly recommended.
Being present in class “works” in a similar unconscious way as advertising “works”. We still don’t
know exactly how, but advertising has (or can have) much stronger effects than people think it has.
Approach
We bestuderen de typische advertentiecommunicatie en reflecteren op de psychologische
onderbouwing van overtuiging (persuasion) en nudging.
Als zodanig zullen sommige huidige “modellen” in de reclame onontgonnen (unexplored) blijven.
Deze hebben doorgaans te weinig onderzoek of zijn te breed om evidence-based en academische
conclusies te trekken over hun effecten. Dit is geen wat-is-modieus-in-reclame- cursus. / This is not a
what-is-fashionable-in-advertising course.
Just follow Mark Ritson (and marketoonist) to get your weekly dose of advertising fashion and
criticism on those trends → 1 of 2 komen er mss op het examen
Nonetheless … You’ll find yourself scoring high in job interviews if you do know about these topics,
because everybody is reading these books…
Contact & Evaluation
Feel free to participate in class: questions during class or during the breaks Teachers:
& Teaching assistant:
Exam in January (& August/September)
● 30 multiple choice questions (1 point/question, correction for guessing)
● 10 short open field questions (2 points/question)
● Covering all course material (reader + slides + classes)
● Irrespective whether you are an Advertising 1 student or an Advertising 1+2 student. Both
groups just get another exam. Oral exam for some exchange students enrolled in a different
version of the course
WARNING: mkv zijn anders dan andere mkv-examen. Not: fill in the blank or who is the author, year,
% ..
● Show insight or …
● Studeren als een open vragen examen, niet als een mkv examen!!
2
, Examen
You can email questions
(First 3 lectures + guest lecture)
(Remaining lectures)
Exam
● Closed book
● Bring your own device (laptop and charger)
○ Je moet voorbereidingen doen!!!!!!
● 3 hours
● Multiple choice and open-ended
Teksten:
● Teksten te kennen, additional niet
● Lessen zijn te kennen en de teksten ook, maar additional reading material niet
● Ze gaan niet vragen naar sample size bv. Maar wel de algemene boodschap van de teksten
● We moeten de auteurs kunnen herkennen in de vraag! Je moet dus weten waar de studies
over gaan
● Uit de tabellen moet je wel de grote lijnen kijken (ze gaan ons niet de tabellen geven om dan
te interpreteren).
Gaat meer over begrijpen
Meer meerkeuzevragen (+- ⅔) van open vragen (+- ⅓)
3
, Chapter 1: Setting the scene & MarCom basics
1 Setting the scene
Setting the scene
● This course is mostly strategy-focused. Not focused on creation
Industry:
● Advertising agencies who produce ads for clients
● Advertisers who have ads produced for them at a certain cost
● Media who distribute ads to the general public
Article: One time the advertising industry is heading for a car crash, and the other time, it is the most
promising industry you can imagine.
● In the article, August 22, the industry is headed for a car crash, and it was indeed happening a
bit later.
● On the other hand, there is a big event coming up (World Cup football) that prolongs the
moment until the crash because of a lot of investments. These events provide first aid
emergency, and afterwards you gonna face the problem.
● “The 850 billion dollar global advertising market is facing the prospect of a car crash next year
as a cost of living crisis forcing households to drastically cut back on spending, triggers
companies to consider slashing their marketing budget”
○ 2 things major companies are looking at to cut costs, because it are easy cost to
reduce for a brieg moment. You can easily survive the next 3 months without
advertising as a global company.
■ Marketing communication
■ HR
○ When they reduce: snowball effects!
■ 850 billion dollars was at that point the approximately amount spending in
advertising.
■ Belgium: from all the commercial money going around, the advertising
industry (creative industry) is +-3% of our industry: Agencies, media,...
4
Opzet vak
6cr points version = full course
Bring your own device: written on your computer, with multiple choice and short essay questions
Provisional schedule
Advertising is a type of marketing communication on a paid medium (to put your message on), where
you pay money to have your message being post
There is a lot of money in advertising and there are a lot of jobs in advertising
The better the advertising works, the higher the costs for all the ads. For that amount of money, you
can buy fewer adds, buts better. If adds are worse, there will be more.
In this course:
● Setting the scene and how the advertising scene looks like
● Deep dive into how it works
Part of the course topics : how advertising is done and how academics can reflect on that
● Broad overview of the state-of-the-art
● Course materials: Slides, chapters, articles and papers
○ Als er 5 slides zijn over een artikel, dan moet je het artikel echt lezen en begrijpen
○ Als er maar 1 slide is , dan moet je enkel kennen wat er op die slide staat
● Additional materials: Belch & Belch or other MarCom textbooks (though they are probably
wrong – see Byron Sharp), blogs, marketing websites, practitioners’ social media
Other part: academic research into advertising effects (and how advertisers should use that
knowledge)
● Gefocust, smal bereik
● Cursusmateriaal: Dia's, artikelen en papers
● Aanvullend materiaal: Blogs zoals swocc.nl, sociale media van academici
Voor beide gezichtspunten richt de cursus zich op "Strategie
1
,Course materials
● Slides & recordings available on Toledo after class. Slides are designed to be functional, as a
tool for you to study the contents
○ Alles op de slide is belangrijk. Alles wat er niet op staat, maar wel verteld is, is mss
niet zo belangrijk
● Chapters, articles, manuscripts: available via Toledo (and link to a reading list)
● Class attendance: not mandatory but highly recommended.
Being present in class “works” in a similar unconscious way as advertising “works”. We still don’t
know exactly how, but advertising has (or can have) much stronger effects than people think it has.
Approach
We bestuderen de typische advertentiecommunicatie en reflecteren op de psychologische
onderbouwing van overtuiging (persuasion) en nudging.
Als zodanig zullen sommige huidige “modellen” in de reclame onontgonnen (unexplored) blijven.
Deze hebben doorgaans te weinig onderzoek of zijn te breed om evidence-based en academische
conclusies te trekken over hun effecten. Dit is geen wat-is-modieus-in-reclame- cursus. / This is not a
what-is-fashionable-in-advertising course.
Just follow Mark Ritson (and marketoonist) to get your weekly dose of advertising fashion and
criticism on those trends → 1 of 2 komen er mss op het examen
Nonetheless … You’ll find yourself scoring high in job interviews if you do know about these topics,
because everybody is reading these books…
Contact & Evaluation
Feel free to participate in class: questions during class or during the breaks Teachers:
& Teaching assistant:
Exam in January (& August/September)
● 30 multiple choice questions (1 point/question, correction for guessing)
● 10 short open field questions (2 points/question)
● Covering all course material (reader + slides + classes)
● Irrespective whether you are an Advertising 1 student or an Advertising 1+2 student. Both
groups just get another exam. Oral exam for some exchange students enrolled in a different
version of the course
WARNING: mkv zijn anders dan andere mkv-examen. Not: fill in the blank or who is the author, year,
% ..
● Show insight or …
● Studeren als een open vragen examen, niet als een mkv examen!!
2
, Examen
You can email questions
(First 3 lectures + guest lecture)
(Remaining lectures)
Exam
● Closed book
● Bring your own device (laptop and charger)
○ Je moet voorbereidingen doen!!!!!!
● 3 hours
● Multiple choice and open-ended
Teksten:
● Teksten te kennen, additional niet
● Lessen zijn te kennen en de teksten ook, maar additional reading material niet
● Ze gaan niet vragen naar sample size bv. Maar wel de algemene boodschap van de teksten
● We moeten de auteurs kunnen herkennen in de vraag! Je moet dus weten waar de studies
over gaan
● Uit de tabellen moet je wel de grote lijnen kijken (ze gaan ons niet de tabellen geven om dan
te interpreteren).
Gaat meer over begrijpen
Meer meerkeuzevragen (+- ⅔) van open vragen (+- ⅓)
3
, Chapter 1: Setting the scene & MarCom basics
1 Setting the scene
Setting the scene
● This course is mostly strategy-focused. Not focused on creation
Industry:
● Advertising agencies who produce ads for clients
● Advertisers who have ads produced for them at a certain cost
● Media who distribute ads to the general public
Article: One time the advertising industry is heading for a car crash, and the other time, it is the most
promising industry you can imagine.
● In the article, August 22, the industry is headed for a car crash, and it was indeed happening a
bit later.
● On the other hand, there is a big event coming up (World Cup football) that prolongs the
moment until the crash because of a lot of investments. These events provide first aid
emergency, and afterwards you gonna face the problem.
● “The 850 billion dollar global advertising market is facing the prospect of a car crash next year
as a cost of living crisis forcing households to drastically cut back on spending, triggers
companies to consider slashing their marketing budget”
○ 2 things major companies are looking at to cut costs, because it are easy cost to
reduce for a brieg moment. You can easily survive the next 3 months without
advertising as a global company.
■ Marketing communication
■ HR
○ When they reduce: snowball effects!
■ 850 billion dollars was at that point the approximately amount spending in
advertising.
■ Belgium: from all the commercial money going around, the advertising
industry (creative industry) is +-3% of our industry: Agencies, media,...
4
