L 5 - Advertising and Interactive Marketing Communications STUDENT

8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT

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INTEGRATED MARKETING

COMMUNICATIONSWeek 5 Lecture

Advertising &

Interactive Marketing Communications


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Learning Objectives

• Understand the role advertising plays ininfuencing and engaging audiences

• Appraise the nature and characteristics ointeractive marketing communications

• Consider ho some tools o the

communications mi! can "e usedinteractively


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Advertising definitions• Any paid orm o non#personal presentation and

promotion o ideas$ goods or services "y anidenti%ed sponsor '(otler et al )***+

• Communication via a recogni,a"leadvertisement placed in a de%na"le advertisingmedium$ guaranteeing delivery o an unmodi%edmessage to a speci%ed audience in return or anagreed rate or the space or time used 'Crosier$)***+


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Advertising Strengts ! Uses

Strengths • High level of Control• Low unit cost• Can reach mass audiences

quickly

Uses Build awarenessCommunicate positioningCreate brand dierentiationDevelop and maintain brandsSupport and legitimise saleseorts


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Advertising Criticis"s ! S#stainabi$it%

Iss#es

• -conomic # Anti.competitive 'di/erentiation0+

• -nvironmental # -ncourages unnecessary consumption

• Moral – 1eneral 2edonism undermines morality

– 3peci%c 4ulnera"le groups$ misleading ads


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Advertising Criticis"s ! S#stainabi$it%

Iss#es

• usiness$ aste o money

– 6IM3 study concluded that advertising has apositive e/ect on "usiness success and corporatepro%ta"ility


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&o' does advertising 'or()

• 3trong theory o advertising '7ones$ )**)+

• Weak theory o advertising '-hren"erg$ )*89+

• Cognitive processing 'Lut, et al )*8:+

• -clectic models o advertising ';he -la"oration Likelihood Model '6etty and Cacciopo$ )*8:+


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Figure 9.3 Cognitive response model of advertisingSource: Article in Advances in Consumer Research by J. Lut et al. Copyrig!t "9#3 by Association for Consumer $esearc!. $eproduced %it! permission of Association

for Consumer $esearc!


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&o' does advertising 'or(*Cognitive +rocessing Mode$

• 3ource oriented thoughts? thoughts a"out the source othe message 'eg credi"ility$ annoying$ trust$ distrust+

• Message thoughts? attitudes toards theadvertisement itsel 'eg advertising @uality$ creativity$tone$ and style+

• -!ecution thoughts? thoughts concerning the designand impact o the message


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&o' does advertising 'or(*Cognitive +rocessing Mode$

• ) What types o thoughts do you havehen atching this advertisement0

• &asy Lamb $oast Ad

https://www.youtube.com/watch?v=b_VIu56Hqo0https://www.youtube.com/watch?v=b_VIu56Hqo0


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E$aboration Li(e$iood Mode$* Centra$Ro#te to +ers#asion

Central process? process in hich attitudesare ormed rom a thoughtul consideration orelevant inormation

• >hese attitudes are very sensitive to thestrength or @uality o the relevant inormationpresented

• Advertisements descri"ing "rand advantageslead to more avoura"le opinions


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6B-3->A>I; >I>L- AD AU>2;B!

• >hepersuasivenesso an ad


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Figure 9.' (!e elaboration li)eli!ood modelSource: *ased on Aa)er et al. +"99,-


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Elaboration Likelihood Model: Peripheral

Route to Persuasion

"eripheral process? leads to the ormationo opinions ithout thinking a"out relevantinormation

• ;ten attitude toard an ad is an important

determinant o advertising e/ectiveness inshaping opinions

• 6eripheral cues? stimuli devoid o product#relevant inormation


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#$%$& 6B-3->A>I; >I>L- AD AU>2;B%

• Lo

cognitivecapacity


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BEST AD EVER - Winner O !"#" Best TV Ad$ertise

%entA&ard

'!( Whi)h route to persuasion do *ou think applies

&hen people see this ad$ertise%ent+

Elaboration Likelihood Model

https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+


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In S#""ar% 'dvertising can be used to(

• Inorm

• Infuence consumer attitudes toards the product or"rand

• Bemind


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Te Canging Nat#re of Mar(etingCo""#nications

Source Message

Receiver 1

Receiver 2

Receiver 3

)raditional *arketing Communications(

• ased on a single#step communication model

Receiver n+1

Advanced 'eb


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Advanced 'ebCo""#nication Mode$

Eill

T&o-&a* )o%%uni)ations

a%on,:

• Company - customer • Customer - customer


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Interactive Mar(eting Co""#nication Too$s

• 6ortal Advertising

• 3ales 6romotion

• 6u"lic Belations• Direct Marketing

• -#sponsorship

• 6ersonal selling


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On$ine Advertising• Ideal or "anner type advertisements

• >argeted "y key ord triggersFCookies

• Why "anner adverts0 – Anticipation that they get clicked

– 4isitors vie either consciously or su"#consciously

• Costs reducing


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On$ine Advertising

• +,- Have you ever intentionally clicked on anonline advertisement.

• /hy.

0Sep0# 6B-3->A>I; >I>L- AD AU>2;B!!


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“Lonely Planet books provide independent advice.Lonely Planet does not accept advertising inguidebooks, nor do we accept payment in exchange forlisting or endorsing any place or business. Lonely Planet

writers do not accept discounts or payments inexchange for positive coverage of any sort.” 'Wheeler$=GG5$ p =H)+

2mmmm

• Advertising on Lonely 6lanetcom =G)5

On$ine Advertising

http://www.lonelyplanet.com/featureshttp://www.lonelyplanet.com/features


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Sa$es +ro"otion• ;nline or to mo"ile phones

• Jou gain points through sur%ngFvisiting the e"site

• ;nline promotional codes # redeemed hen makinga purchase


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Interactive +#b$ic Re$ations/hat.

• Used to present the organisation to stakeholders

• esletters$ media releases$ annual reports

• -#mailing list o stakeholder recipients

/hy.• -!pected o a company to "e transparent


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Direct Mar(eting On$ine• -mails a direct marketing tool # no geographical

"oundaries

• -ncourages W;M .spreading the ord called viralmarketing . an inormal approach

• Consider 1mail ith over :5Gmillion active users

+ &- Have you ever attended to a direct marketemail sent to you.


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E,s-onsorsi-• We"sites are unded through on line

sponsorship deals

• /hy. – to achieve pro%t o"Kectives$ so the e"site

can e!ist

• 3ponsored content sites include nespapersand maga,ines


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+ersona$ Se$$ing

• 6roduct customisation . Dell allos you todevelop you uni@ue 6C system

• 3chuh

http://www.schuh.co.uk/?cid=PSchuhMisspellings&_$ja=cgid:1595249531%7Ctsid:34908%7Ccid:13842127%7Cnw:g%7Ccrid:63177669911%7Crnd:695774305680861160%7Cdvc:c%7Cadp:1t1%7Ckw:schuz%7Cmt:e%7Cpm:&gclid=CPSHtvPb2sMCFYLItAodPQ4APQhttp://www.schuh.co.uk/?cid=PSchuhMisspellings&_$ja=cgid:1595249531%7Ctsid:34908%7Ccid:13842127%7Cnw:g%7Ccrid:63177669911%7Crnd:695774305680861160%7Cdvc:c%7Cadp:1t1%7Ckw:schuz%7Cmt:e%7Cpm:&gclid=CPSHtvPb2sMCFYLItAodPQ4APQ


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E.a" infor"ation

• 3imilar structure to last year


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+re-aration for /ee( 0 $ect#re

• Bevie lecture slides

• Bead Eill '=G))+$ pp =8*#=** & Chapter )=

L 5 - Advertising and Interactive Marketing Communications STUDENT

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Transcript of L 5 - Advertising and Interactive Marketing Communications STUDENT