INTEGRATED MARKETING

COMMUNICATIONS
Week 5 Lecture
Advertising &
Interactive Marketing Communications

Learning Objectives
Understand the role advertising plays in
influencing and engaging audiences
Appraise the nature and characteristics of
interactive marketing communications
Consider how some tools of the
communications mix can be used
interactively

Advertising definitions

Any paid form of non-personal presentation and

promotion of ideas, goods or services by an
identified sponsor. (Kotler et al. 1999)

Communication via a recognizable

advertisement placed in a definable advertising
medium, guaranteeing delivery of an unmodified
message to a specified audience in return for an
agreed rate for the space or time used. (Crosier,
1999)

Advertising Strengths & Uses

Strengths

High level of Control

Low unit cost
Can reach mass audiences
quickly

Uses

Build awareness
Communicate positioning
Create brand differentiation
Develop and maintain brands
Support and legitimise sales
efforts

Advertising Criticisms & Sustainability

Issues
Economic - Anticompetitive (differentiation?).
Environmental - Encourages unnecessary consumption.
Moral.
General. Hedonism undermines morality
Specific. Vulnerable groups, misleading ads

Advertising Criticisms & Sustainability

Issues

Business, waste of money.

PIMS study concluded that advertising has a
positive effect on business success and corporate
profitability

How does advertising work?

Strong theory of advertising (Jones, 1991)

Weak theory of advertising (Ehrenberg, 1987)
Cognitive processing (Lutz et al. 1983)
Eclectic models of advertising (OMalley, 1991 and Hall,
1992)

The Elaboration Likelihood Model (Petty and Cacciopo, 1983)

Figure 9.3

Cognitive response model of advertising

Source: Article in Advances in Consumer Research by J. Lutz et al. Copyright 1983 by Association for Consumer Research. Reproduced with permission of Association
for Consumer Research

How does advertising work:

Cognitive Processing Model

Source oriented thoughts: thoughts about the source of

the message (e.g. credibility, annoying, trust, distrust)

Message thoughts: attitudes towards the

advertisement itself (e.g. advertising quality, creativity,
tone, and style)

Execution thoughts: thoughts concerning the design

and impact of the message.

How does advertising work:

Cognitive Processing Model

Q1. What types of thoughts do you have

when watching this advertisement?

Easy Lamb Roast Ad

Elaboration Likelihood Model: Central

Route to Persuasion
Central process: process in which attitudes
are formed from a thoughtful consideration of
relevant information
These attitudes are very sensitive to the
strength or quality of the relevant information
presented
Advertisements describing brand advantages
lead to more favourable opinions

 The
persuasiveness
of an ads
claims depends
on the thinking
undertaken
during
processing
High
involvement

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Cognitive
ability

Figure 9.4

The elaboration likelihood model

Source: Based on Aaker et al. (1992)

Elaboration Likelihood Model: Peripheral

Route to Persuasion
Peripheral process: leads to the formation
of opinions without thinking about relevant
information
Often attitude toward an ad is an important
determinant of advertising effectiveness in
shaping opinions
Peripheral cues: stimuli devoid of productrelevant information

 Low
cognitive
capacity

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Elaboration Likelihood Model

BEST AD EVER - Winner Of 2010 Best TV Advertise

ment
Award
Q2. Which route to persuasion do you think applies
when people see this advertisement?

In Summary
Advertising can be used to:

Inform
Influence consumer attitudes towards the product or
brand

Remind

The Changing Nature of Marketing

Communications
Receiver 1
Source

Message

Receiver 2
Receiver 3
Receiver n+1

Traditional Marketing Communications:

Based on a single-step communication model

Advanced web
Communication Model

Two-way communications
among:
Company - customer
Customer - customer

Fill

Interactive Marketing Communication Tools

Portal Advertising
Sales Promotion
Public Relations
Direct Marketing
E-sponsorship
Personal selling

Online Advertising
Ideal for banner type advertisements
Targeted by key word triggers/Cookies
Why banner adverts?
Anticipation that they get clicked
Visitors view either consciously or sub-consciously

Costs reducing

Online Advertising

Q3. Have you ever intentionally clicked on an

online advertisement?

Why?

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Online Advertising
Lonely Planet books provide independent advice.
Lonely Planet does not accept advertising in
guidebooks, nor do we accept payment in exchange for
listing or endorsing any place or business. Lonely Planet
writers do not accept discounts or payments in
exchange for positive coverage of any sort. (Wheeler,
2005, p. 261)
Hmmmm

Advertising on Lonely Planet.com 2015

Sales Promotion
Online or to mobile phones
You gain points through surfing/visiting the website
Online promotional codes - redeemed when making
a purchase

Interactive Public Relations

What?
Used to present the organisation to stakeholders

Newsletters, media releases, annual reports

E-mailing list of stakeholder recipients
Why?
Expected of a company to be transparent

Direct Marketing Online

Emails a direct marketing tool - no geographical
boundaries

Encourages WOM spreading the word called viral

marketing an informal approach

Consider Gmail with over 350million active users

Q 6. Have you ever attended to a direct market
email sent to you?

E-sponsorship

Websites are funded through on line

sponsorship deals

Why?
to achieve profit objectives, so the website
can exist

Sponsored content sites include newspapers

and magazines

Personal Selling

Product customisation Dell allows you to

develop you unique PC system.

Schuh

Exam information
Similar structure to last years exam essay-style
questions.

Past exams found on Blackboard

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PRESENTATION TITLE AND AUTHOR

Preparation for Week 6 lecture

Review lecture slides
Read Fill (2011), pp. 289-299 & Chapter 12