Master Bedrijfscommunicatie
Advertising 1
Summary 2019-2020
, Disclaimer: this summary is based on:
- The lectures given by Tim Smits at the KU Leuven in 2019
- The notes I took during those lectures
- The slides accompanying the lectures
- Guest lectures that were part of the course
1
,Introduction ............................................................................................................................................................ 4
The relevance of an advertising course? ............................................................................................................ 4
Mark Ritson – TV is dead, long live Facebook TV ........................................................................................... 4
#fearlessgirl .................................................................................................................................................... 4
An advertising crisis? ...................................................................................................................................... 4
The end goal of an academic advertising course ............................................................................................ 5
Overview of the topics .................................................................................................................................. 5
Chapter 1: Setting the scene & MarCom basics ..................................................................................................... 6
Setting the scene ................................................................................................................................................ 6
MarCom basics ................................................................................................................................................... 7
Marketing communication media and tools .................................................................................................. 7
Stakeholder groups ......................................................................................................................................... 7
Branding and campaigns................................................................................................................................. 8
Dynamics (cfr. Elaboration Likelihood Model & System1/System2) .............................................................. 8
The “theory” behind advertising ...................................................................................................................... 10
The marketing communication plan ............................................................................................................. 12
Don Schultz: “The future of advertising or whatever we’re going to call it” .................................................... 12
Chapter 2: Advertising and ad industry ................................................................................................................ 15
Introduction ...................................................................................................................................................... 15
Advertising industry .......................................................................................................................................... 15
Types of advertising .......................................................................................................................................... 17
Chapter 3: Media Planning ................................................................................................................................... 22
Media objectives .............................................................................................................................................. 23
Beta-coefficient Morgensztern: degree of memorization ................................................................................ 23
Media cost and selection .................................................................................................................................. 25
Media context ................................................................................................................................................... 27
Is the GRP really dead in a cross-platform ecosystem? Why the gross rating point metric should thrive in
today’s fragmented media world ..................................................................................................................... 28
Chapter 4: Ad Avoidance and Native Advertising ................................................................................................. 29
The residual impact of avoided television advertising (Bellman, Schweda & Varan) ....................................... 30
Avoidance types............................................................................................................................................ 30
Aim & experimental design .......................................................................................................................... 30
Method ......................................................................................................................................................... 30
Results .......................................................................................................................................................... 31
Predictors of advertising avoidance in print and broadcast media (Speck & Elliott) ....................................... 32
Introduction .................................................................................................................................................. 32
Research questions ....................................................................................................................................... 33
Method ......................................................................................................................................................... 33
Results .......................................................................................................................................................... 34
Edwards et al: Perceived intrusiveness = key ............................................................................................... 35
Banner blindness & native advertising Getting LEAN with digital Ad UX (Cunningham).................................. 36
2
, Online ad avoidance: viewable ads .............................................................................................................. 36
IAB on Ad blockers and native advertising ................................................................................................... 36
Native ads ..................................................................................................................................................... 37
Chapter 5: Advertising research ........................................................................................................................... 38
1. Strategic planning & research ....................................................................................................................... 38
2. Pretest .......................................................................................................................................................... 39
Internal evaluation ....................................................................................................................................... 39
Communication goals ................................................................................................................................... 40
Behavioral goals ............................................................................................................................................ 40
3. Post-tests ...................................................................................................................................................... 41
4. Campaign evaluation .................................................................................................................................... 42
Agency practitioner theories of how advertising works ................................................................................... 43
Chapter 6: Endorsement Marketing & Kidsvertising ............................................................................................ 44
Adults and endorsers ........................................................................................................................................ 44
Kidsvertising & endorsers ................................................................................................................................. 46
Commercials vs. advergames. Persuasion from age 5 to 14. ........................................................................... 50
Processing of Commercial Media Content (PCMC) ...................................................................................... 50
Traditional advertising: literacy development .............................................................................................. 50
“Endorsed” advertising and advergames ..................................................................................................... 50
Advertising as a cue to consume: A systematic review and meta-analysis of the effects of acute exposure to
unhealthy food and nonalcoholic beverage advertising on intake in children and adults ............................... 53
Media food marketing and eating outcomes among pre-adolescents and adolescents: A systematic review
and meta-analysis. ............................................................................................................................................ 53
What do adolescents see on social media? A diary study of food marketing images on social media ............ 53
Chapter 7: Online Ads ........................................................................................................................................... 54
Whither the click? How online advertising works ............................................................................................ 54
CTR .................................................................................................................................................................... 55
Do display ads influence search? Attribution and dynamics in online advertising .......................................... 61
Guest lecture: Koen Thewissen (WeAreDaniel) – Can advertising save the world? ............................................. 65
How to hack a brain .......................................................................................................................................... 65
3
Advertising 1
Summary 2019-2020
, Disclaimer: this summary is based on:
- The lectures given by Tim Smits at the KU Leuven in 2019
- The notes I took during those lectures
- The slides accompanying the lectures
- Guest lectures that were part of the course
1
,Introduction ............................................................................................................................................................ 4
The relevance of an advertising course? ............................................................................................................ 4
Mark Ritson – TV is dead, long live Facebook TV ........................................................................................... 4
#fearlessgirl .................................................................................................................................................... 4
An advertising crisis? ...................................................................................................................................... 4
The end goal of an academic advertising course ............................................................................................ 5
Overview of the topics .................................................................................................................................. 5
Chapter 1: Setting the scene & MarCom basics ..................................................................................................... 6
Setting the scene ................................................................................................................................................ 6
MarCom basics ................................................................................................................................................... 7
Marketing communication media and tools .................................................................................................. 7
Stakeholder groups ......................................................................................................................................... 7
Branding and campaigns................................................................................................................................. 8
Dynamics (cfr. Elaboration Likelihood Model & System1/System2) .............................................................. 8
The “theory” behind advertising ...................................................................................................................... 10
The marketing communication plan ............................................................................................................. 12
Don Schultz: “The future of advertising or whatever we’re going to call it” .................................................... 12
Chapter 2: Advertising and ad industry ................................................................................................................ 15
Introduction ...................................................................................................................................................... 15
Advertising industry .......................................................................................................................................... 15
Types of advertising .......................................................................................................................................... 17
Chapter 3: Media Planning ................................................................................................................................... 22
Media objectives .............................................................................................................................................. 23
Beta-coefficient Morgensztern: degree of memorization ................................................................................ 23
Media cost and selection .................................................................................................................................. 25
Media context ................................................................................................................................................... 27
Is the GRP really dead in a cross-platform ecosystem? Why the gross rating point metric should thrive in
today’s fragmented media world ..................................................................................................................... 28
Chapter 4: Ad Avoidance and Native Advertising ................................................................................................. 29
The residual impact of avoided television advertising (Bellman, Schweda & Varan) ....................................... 30
Avoidance types............................................................................................................................................ 30
Aim & experimental design .......................................................................................................................... 30
Method ......................................................................................................................................................... 30
Results .......................................................................................................................................................... 31
Predictors of advertising avoidance in print and broadcast media (Speck & Elliott) ....................................... 32
Introduction .................................................................................................................................................. 32
Research questions ....................................................................................................................................... 33
Method ......................................................................................................................................................... 33
Results .......................................................................................................................................................... 34
Edwards et al: Perceived intrusiveness = key ............................................................................................... 35
Banner blindness & native advertising Getting LEAN with digital Ad UX (Cunningham).................................. 36
2
, Online ad avoidance: viewable ads .............................................................................................................. 36
IAB on Ad blockers and native advertising ................................................................................................... 36
Native ads ..................................................................................................................................................... 37
Chapter 5: Advertising research ........................................................................................................................... 38
1. Strategic planning & research ....................................................................................................................... 38
2. Pretest .......................................................................................................................................................... 39
Internal evaluation ....................................................................................................................................... 39
Communication goals ................................................................................................................................... 40
Behavioral goals ............................................................................................................................................ 40
3. Post-tests ...................................................................................................................................................... 41
4. Campaign evaluation .................................................................................................................................... 42
Agency practitioner theories of how advertising works ................................................................................... 43
Chapter 6: Endorsement Marketing & Kidsvertising ............................................................................................ 44
Adults and endorsers ........................................................................................................................................ 44
Kidsvertising & endorsers ................................................................................................................................. 46
Commercials vs. advergames. Persuasion from age 5 to 14. ........................................................................... 50
Processing of Commercial Media Content (PCMC) ...................................................................................... 50
Traditional advertising: literacy development .............................................................................................. 50
“Endorsed” advertising and advergames ..................................................................................................... 50
Advertising as a cue to consume: A systematic review and meta-analysis of the effects of acute exposure to
unhealthy food and nonalcoholic beverage advertising on intake in children and adults ............................... 53
Media food marketing and eating outcomes among pre-adolescents and adolescents: A systematic review
and meta-analysis. ............................................................................................................................................ 53
What do adolescents see on social media? A diary study of food marketing images on social media ............ 53
Chapter 7: Online Ads ........................................................................................................................................... 54
Whither the click? How online advertising works ............................................................................................ 54
CTR .................................................................................................................................................................... 55
Do display ads influence search? Attribution and dynamics in online advertising .......................................... 61
Guest lecture: Koen Thewissen (WeAreDaniel) – Can advertising save the world? ............................................. 65
How to hack a brain .......................................................................................................................................... 65
3
