Advertising

Lecture

Week 1 - Introduction to Advertising and IMC;
Advertising and Consumer Behaviour
 What You Will • Advertising Definition and Terms
• Advertising History and Key Periods

Know • Evolution of Advertising

• The Four Paradigms of Marketing

What You Should
• The Digital Age of Marketing Know
• The Digital Audiences and Needs
 • “... the NON-PERSONAL communication of
information usually paid for and usually

What is persuasive in nature about products, services or

ideas by identified sponsors through the various


ADVERTISING? media” 



(Bovee, C.L., (1992), “Contemporary
Advertising”, McGraw Hill Publishers, New York)
 • ‘...the action of calling something to the
attention of the public especially by PAID
What is announcements’


ADVERTISING? 

Merriam Webster definition.
 • The structure to any form of

Defining 

advertisements: 




Advertising - The MESSAGE


- The MATERIAL

- The MEDIUM/MODE
 • The MESSAGE:

What does it say?

What is the conveyed/communicated
meaning?
Defining 

Advertising
 • The MESSAGE:

What does it say?

What is the conveyed/communicated
meaning?
Defining 

Advertising
 • The MESSAGE:

What does it say?

What is the conveyed/communicated
meaning?
Defining 

Advertising
 • The MESSAGE:

What does it say?

What is the conveyed/communicated
meaning?
Defining 

Advertising
 • The MATERIAL:



What is the displayed item/service?

Defining 

Advertising
 • The MATERIAL:



What is the displayed item/service?

Defining 

Advertising
 • The MEDIUM:

How is it portrayed?

Where and how do you get it?

Defining 

Advertising
 • “... the NON-PERSONAL communication
… PAID announcements’

What is • Having the CORRECT/RIGHT MESSAGE
ADVERTISING? • Showing the CORRECT/RIGHT
MATERIAL
• Using the CORRECT/RIGHT MEDIUM
https://youtu.be/SUmGXuwBmi0
Sidetrack a bit … still, the best ad ever

https://youtu.be/V__ElwjvbR4
The Growing Digital Market

2/3 of the Global Internet Population visit Social Networks.

Visiting Social Media is the 4th most popular online

activity ahead of personal email.

YouTube is the 2nd largest search engine in the world

- 13 hours is the amount of videos uploaded

to YouTube every minute, 100 million

of YouTube videos are viewed per day.

Around 60 million status updates happen

on Facebook daily.

78% of consumers trust peer recommendations

online.
The Modern Digital The Modern Experiencer The Modern Demand

Individuals who resonates with the values The individual who creates their own The individual who values knowledge and
of efficiency and effectiveness in their opportunities and commands excellence in trust above all their decisions, placing
lifestyle. 
 every move he makes.
assurance on the proven and measured.


 
 

Example Demographics:
Example Demographics:
Example Demographics:

25 - 40 years old
16 - 24 years old
25 - 40 years old

Likely to spend time on mobile platforms Likely to spend time for new experiences Likely to spend time on valued confidence -
and traveling to destinations.
and improvements to apply on their lives.
be it personal or shared communal principles.

Customer Engagement is Key
Connection between an external
stakeholder (consumers) and an
organization (company or brand) through
various channels of correspondence and
communication. 
 70% of 25 - 40 year olds relates to


(an engaged customer) is effective towards
a RELATIONSHIP and BOND that
contains depth and knowledge of the
brand of products and services, with little
to no active persuasion required to attain
their commitment and trust towards the
brand.
Engagement Statistics is Vital Brand/Campaign Promotional Levels
85% of 16 - 24 year olds relates to
BRAND VALUES for them to be engaged.

“What can this brand do for me?”
 Partners


BRAND HERITAGE for them to be Advocates
engaged.

“Why should I trust this brand?”

Customers
95% of 41 - 65 year olds relates to
BRAND CONVENIENCE for them to be
engaged.
 Prospects
“How can this brand help me?”

The Digital Market:

Collapses Advertising & PR:

Into TRUSTED OPINION

Into PERCEIVED TRUST

Into RESPECTED SOURCES

The Modern Advertising Market


Requires Marketing & Branding:

For VISUALISED PERCEPTION

For RECOGNISED SPACE

For ADVOCATED SUPPORT
 • BC era:

Basic tools for writing, communication -
Cuneiform, hieroglyphs
History of
Advertising
 • BC era:

Basic tools for writing, communication -
Cuneiform, hieroglyphs
History of
Advertising
 • BC era:

Basic tools for writing, communication -
Cuneiform, hieroglyphs
History of
Advertising
 • Better technology – new advertising medium
But it all starts from the need to
COMMUNICATE.
Evolution of • Signs & symbols - Paper - Printing - Visual
enhancements.
Advertising • Technology ‘boom’ = Telephone, TV, Radio,
Internet - CURRENT ERA = focusing more on
content development, themes, style, culture
etc.
https://youtu.be/7d3VAYGnXjY
 • The world’s first paid ads: 

- Radio 



Evolution of First paid-for-commercial: Hawthorne
Court Apartments in Jackson Heights, New
Advertising York. The company bought 10 minutes for
$50
 • The world’s first paid ads: 

- Television 



Bulova Watch Company; July 1, 1941.
NBC affiliate WNBT aired this 10 second
spot before a baseball game
Evolution of
Advertising
 • The world’s first paid ads: 



The world’s first Internet ad:



Banner ad:

Wired.com (then known as HotWired)
Evolution of
Advertising
Functions of Advertising

serves as a advertising is advertising plays an it performs a SOCIAL

MARKETING function -- EDUCATIONAL-- ECONOMIC role -- function -- helps
helps companies sell people learn about encourages new increase productivity
products or services 
 new or improved competition and lower and raises the
products or services 
 prices 
 standard of living 

 • Brand – selling the ‘brand’ power (Mac, LV, Levi’s) 


• Retail/Local Advertising – Jack’s Fish & Chip’s in 


Uxbridge, West London.


• Direct-response Advertising – Smart Shop [CALL

NOW!] 

Types/Perspectives • Business-to-business Advertising – specific type of
of Advertising product or service only catering to their business. 


• Institutional Advertising – Sell uplifting message 


• Non-profit Advertising – Red Cross, etc. 


• Public Service Advertising – don’t drink and drive,

etc.
 Discussion:

1. What is the first or most
memorable advertisement to
you? 



2. Similarly, what is the worst
ever advertisement that you
have come across?
Advertising in Business Perspective

ANTICIPATING the SATISFYING the needs and

IDENTIFYING needs and PROFITABILITY as the key
appropriate wants of the consumers
wants from the consumers criteria to the end goal of
communication channels through insights and
and markets the marketing campaign.
and platforms offering solutions

What is the gap How will the Why is there a How will this
issue/solution be contribute to the
in the market? need for the growth of the brand/
packaged as? solution? company?
Case Study - Heineken’s Open Your World

https://youtu.be/JUdDccF4as0
 Disconnected
• Heineken has been at the forefront of consumer
marketing for as long as we can remember, yet this
is one of the more memorable campaigns that they
World have done.
• A simple reminder of a ‘connected’ and
‘collaborated’ world that surpasses black and white.

• Heineken grew this campaign over the years

and focussed on specifically engaging and
Lasting Campaign
connecting with their own community through
digital spaces.
Case Study - Heineken’s Open Your World

https://youtu.be/4UEzm-sn9I0
Case Study - Heineken’s Open Your World

https://youtu.be/8wYXw4K0A3g
#OpenYourWorld
#OpenYourWorld
#OpenYourWorld
#OpenYourWorld
Case Study - Heineken’s Open Your World

https://youtu.be/LzLoVqdYgl4
 • From the very beginning of the campaign, this
A Truly Digital campaign highlighted their objectives as a digital
campaign is adaptive to the consumer’s change
Campaign of perspective and needs.

• Heineken managed to maintain the consistency

in their campaign through various digital
Campaign
marketing activities, but maintained and
managed its priorities very carefully and layered
Priorities
the priorities.
The Growing Digital Market

2/3 of the Global Internet Population visit Social Networks.

Visiting Social Media is the 4th most popular online

activity ahead of personal email.

YouTube is the 2nd largest search engine in the world

- 13 hours is the amount of videos uploaded

to YouTube every minute, 100 million

of YouTube videos are viewed per day.

Around 60 million status updates happen

on Facebook daily.

78% of consumers trust peer recommendations

online.
The Modern Digital The Modern Experiencer The Modern Demand

Individuals who resonates with the values The individual who creates their own The individual who values knowledge and
of efficiency and effectiveness in their opportunities and commands excellence in trust above all their decisions, placing
lifestyle. 
 every move he makes.
assurance on the proven and measured.


 
 

Example Demographics:
Example Demographics:
Example Demographics:

25 - 40 years old
16 - 24 years old
25 - 40 years old

Likely to spend time on mobile platforms Likely to spend time for new experiences Likely to spend time on valued confidence -
and traveling to destinations.
and improvements to apply on their lives.
be it personal or shared communal principles.

Customer Engagement is Key
Connection between an external
stakeholder (consumers) and an
organization (company or brand) through
various channels of correspondence and
communication. 
 70% of 25 - 40 year olds relates to


(an engaged customer) is effective towards
a RELATIONSHIP and BOND that
contains depth and knowledge of the
brand of products and services, with little
to no active persuasion required to attain
their commitment and trust towards the
brand.
Engagement Statistics is Vital Brand/Campaign Promotional Levels
85% of 16 - 24 year olds relates to
BRAND VALUES for them to be engaged.

“What can this brand do for me?”
 Partners


BRAND HERITAGE for them to be Advocates
engaged.

“Why should I trust this brand?”

Customers
95% of 41 - 65 year olds relates to
BRAND CONVENIENCE for them to be
engaged.
 Prospects
“How can this brand help me?”

 Consumer 
 • Consumer insights are essentially data that help

Insight
businesses better market and sell their products
or help them better understand what the target
audience’s needs are.

• Without consumer insight - advertisings and

campaigns are meaningless in pursuit of
nothingness, with no objective:

Key 

- Irrelevant meaning

- Inappropriate material
 Connection
- Improper medium
https://youtu.be/RuucbQQYw-0
https://youtu.be/VmvMHCx0yM8
 Let’s Play a Game

1. One person to volunteer



2. Guess the given
character, but can only
answer ‘yes’ or ‘no’
 Creative Bridge =
Your Solution

The current issues The ideal situation

that they are facing without these
in their everyday problems and
lives issues

Realistic (Current Situation) Ideal (Hopeful Situation)

 Snickers to the
Rescue!

We all have Snickers help to fill


different
 out the hunger
negative reactions attacks

and
 and brings out
responses when your

we 
 real side
are hungry

Realistic (Current Situation) Ideal (Hopeful Situation)

Case Study - Snicker’s Campaign

https://youtu.be/vrEueZxkVEw
Search

https://youtu.be/pamyPaTK4pw
Search
Mailers
User Generated Content (UGC)
Influencer Campaigns
 Snickers’ • Yet another campaign by Snickers that features
the same insights and principles… but for the

Hungerithm Internet.

https://youtu.be/vR1RgnKcGr4
 Snickers to the
Rescue!

The Internet is filled Snickers help to fill


with 
 out the hunger
negative reactions attacks

and
 and brings peace
responses when it to the Internet
is filled with hungry
people

Realistic (Current Situation) Ideal (Hopeful Situation)

 Consumer Who the
Insight:
 consumers are?

- How to 

address their - What do they
issues and to want?

help them reach - What do they
Campaign need?

their desired
Solution; - How do they
solutions?
Communicated want it
Message delivered?
Thank you!