Study Unit 1

Singapore University
of Social Sciences

Visual Communication

VIS251
Advertising Design

January 2022
1.1 Evolution of Advertising
Associate Faculty:
Shirley Lim
1.2 The Role of Advertising
shirleylim007@
suss.edu.sg
1.3 Who Creates Advertising
1.4 Advertising Media
1.5 Drivers of Advertising
1.6 Advertising Ethics
1.7 Advertising Project Process
 1.2 The Role of Advertising
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • The Role of Advertising

1.5 Drivers of
Advertising • Forms of Advertising
1.6 Advertising Ethics
• Advertising Categories
1.7 Advertising Project
Process
1.2 The Role of
The role of
advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising
Advertising is a form
• Advertising
Categories of communication that
intends to
• persuade,
• promote,
• inform,
• motivate,
• or provoke
an audience on behalf
of a brand.
https://www.
adsoftheworld.com/
media/print/kfc_
lollipopcorn_chicken
1.2 The Role of
It consists of
Advertising

• The Role of
Advertising

• Forms of
Advertising
• a specific message that
• Advertising
Categories differentiates the brand
• encourages the audience
to take some action.

https://www.
adsoftheworld.com/
media/print/kfc_
lollipopcorn_chicken
1.2 The Role of
Forms of
advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising can be
• Advertising
Categories communicated to the
audience as an
• advertisement (or ad),
• advertising campaign,
• or an integrated
advertising campaign.

https://www.
adsoftheworld.
com/media/print/
mcdonalds_party_
fries
1.2 The Role of
Advertising
campaign
Advertising

• The Role of
Advertising

• Forms of
Advertising

• It is a series of
• Advertising
Categories coordinated print
advertisements that
is based on an overall
strategy.
• They are connected by
consistent use of tone of
voice, style, imagery, and
tagline.
https://www.
adsoftheworld.
• Each individual
com/media/print/ advertisement in the
mcdonalds_big_
mac_slice https:// campaign can also stand
www.adsoftheworld.
com/media/print/ on its own.
mcdonalds_big_mac_
slice
1.2 The Role of
Integrated
advertising
Advertising

• The Role of

campaign
Advertising

• Forms of
Advertising

• This involves various

• Advertising
Categories media channels that
are based on an overall
strategy.
Print: https://www.
adsoftheworld. • Media channels:
com/media/print/
mcdonalds_fish_bowl • print,
Bus stop: https:// • screen-based media,
www.adsoftheworld.
com/media/outdoor/ • interactive,
mcdonalds_
freshness_box_salad
• out of home, or
Youtube: https://
• unconventional media.
www.youtube.com/
Interactive digital billboard: https://www.
watch?v=wrIjvo_
pubnub.com/customers/mcdonalds/
xrrk&t=4s
Guerrilla: https://courses.lumenlearning.com/
Other example:
vccs-mkt100-17fa/chapter/reading-guerrilla-
https://www.liewsuyi.
marketing/
com/hpbantibiotics
1.2 The Role of
Advertising
categories
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising • Advertising comes in

Categories
various categories.
• Most commonly, they
can be classified into
• public service
advertising,
• case advertising, and
• commercial advertising.

https://www.
campaignasia.com/
gallery/singapore-
campaign-aims-
to-defeat-climate-
defeatism/461834
1.2 The Role of
Public Service
Advertising
Advertising

• The Role of

(PSA)
Advertising

• Forms of
Advertising

• Advertising • It is advertising that

Categories
seeks to further the
common good that is
initiated by
• non-profit organisations
and government agencies.

https://www.liewsuyi.
com/hpbantibiotics
1.2 The Role of
Public Service
Advertising
Advertising

• The Role of

(PSA)
Advertising

• Forms of
Advertising

• Advertising • The objectives are to

Categories
create awareness for a
significant social issue
and
• educate the audience.
• They make an effort to
change the audience’s
attitudes and behaviours
• to stimulate positive and
social change.

https://
thenewageparents.
com/active-family-
programme-by-hpb/
1.2 The Role of
Public Service
Advertising
Advertising

• The Role of

(PSA)
Advertising

• Forms of
Advertising

• Advertising • In most countries, PSAs

Categories
are considered a service
to the community,
• media owners usually
charge very little or at no
cost (as a sponsor)
• the advertisements on
print, television, radio, or
other media channels.

https://www.
laurenalexastyle.com/
commercial-work.
html
1.2 The Role of
Public Service
Advertising
Advertising

• The Role of

(PSA)
Advertising

• Forms of
Advertising

• Advertising • In order to have

Categories
more control over the
placement of PSAs,
• some non-profit
organisations and
government agencies
have begun to purchase
advertising space and
time.

https://
cargocollective.com/
freakhog/Health-
Promotion-Board-
Life-s-Sweeter-with-
Less-Sugar
1.2 The Role of
Cause
Advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising • seeks to raise funds for

Categories
non-profit organisations.
• raising awareness on
a social issue that it is
affiliated with.
• Unlike PSAs, Case
advertising runs on paid
media channels and has
no commercial affiliation.

https://www.
childrensociety.org.sg/
news-event/walk-for-
our-children-2015/
1.2 The Role of
Commercial
Advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising • Promotes the brand and its product

Categories

• It can take many forms:

• single print advertisements
• sponsorships
• branded utilities (a free product that
is created by a brand that is useful to
the consumer).

https://www.
adsoftheworld.com/
media/print/duracell_
endless_energy_1
1.2 The Role of
Commercial
Advertising

• The Role of
Advertising
Advertising

• Forms of
Advertising

• Advertising Commercial
Categories
advertising
subcategories
• business to
business (B2B)
advertising,
• trade
advertising,
• consumer
advertising, and
• covert
https://www.
adsoftheworld.com/
advertising.
media/print/duracell_
endless_energy_1
1.2 The Role of
Business
to business
Advertising

• The Role of

(B2B)ad
Advertising

• Forms of
Advertising

• Advertising • It is advertising that is

Categories
directed towards other
businesses.
• It is used to promote
specialised products or
services that have been
designed for a business by
a brand to another.

http://
clarkemacdonald.
com/brand-cat/
1.2 The Role of
Trade
Advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising • used by a manufacturer

Categories
that is directed towards
the wholesaler or retailer
• to purchase their
products or services for
resale to their respective
consumers.
• To promote greater
distribution of the
manufacturer’s product.

https://michalfarat.
com/portfolio_page/
tabasco/
1.2 The Role of
Consumer
Advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising • It is advertising that

Categories
is directed towards the
users of a product or
service
• It may take the form of
a tactical advertisement
that is usually a
newspaper advertisement
that has the product with
simple descriptions and
price.

https://
themarketingbirds.
com/the-best-hottest-
tabasco-ads/
1.2 The Role of
Covert
Advertising
Advertising

• The Role of
Advertising

• Forms of
Advertising

• Advertising • Promotes a brand in

Categories
entertainment media
channels.
• This form of advertising
is also known as brand
placement.
• The brand is usually
subtly showcased in
movies, television shows,
games, and sports
programmes.
https://amazfeed.
com/what-is-the-
squid-game-cookie-
challenge/
 1.2 The Role of Advertising
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • The Role of Advertising

1.5 Drivers of
Advertising • Forms of Advertising
1.6 Advertising Ethics
• Advertising Categories
1.7 Advertising Project
Process
 Study Unit 1
Singapore University
of Social Sciences

Visual Communication

VIS251
Advertising Design

January 2022
1.1 Evolution of Advertising
Associate Faculty:
Shirley Lim
1.2 The Role of Advertising
shirleylim007@
suss.edu.sg
1.3 Who Creates Advertising
1.4 Advertising Media
1.5 Drivers of Advertising
1.6 Advertising Ethics
1.7 Advertising Project Process
 1.3 Who Creates Advertising
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • The Advertising Agency

1.5 Drivers of
Advertising • Full-service Agency
1.6 Advertising Ethics
• Interactive Agency
1.7 Advertising Project
Process • In-house Agency
• The Agency Structure: 1 Strategist
2 Account
3 Media
4 Creative
5 Production
 Activ
ity
Identify and match
Activity

the following people

to the film:

https://www.youtube.com/watch?v=iu6oHCrKClo

• Strategist
• Account
• Media
• Creative
• Production
Zimmerman
Advertising |
Agency Tour
 Ad Agency

1.3 Who Creates

Advertising

• The Advertising
Agency

• Full-service Agency

• Interactive Agency • is a business dedicated

• In-house Agency in providing clients with
• The Agency Structure marketing and creative
services:
• planning,
•creative ideation,
• design, production,
• implementation, and
• media planning and
https://www.bangkokpost.com/thailand/pr/2206215/what-is-digital-
marketing-and-why-hire-an-agency-for-it- buying.
 Ad Agency
Conglomerates
1.3 Who Creates
Advertising

• The Advertising
Agency

• Full-service Agency

• Interactive Agency • In the late 1980s, many

• In-house Agency prominent advertising
• The Agency Structure agencies have merged
into conglomerates.
WPP – London,
$16.9 billion
Omnicom Group – New
York, $15 billion
Publicis Groupe – Paris,
$12.3 billion
August 04, 2021: https://www.insiderintelligence.com/insights/
advertising-companies/
Dentsu Inc. – Japan,
$9.6 billion
1.3 Who Creates
Ad agency
Boutique
Advertising

• The Advertising
Agency

• Full-service Agency

• Interactive Agency • There are many

• In-house Agency independent agencies
• The Agency Structure as well.
• An independent agency
is a single agency
owned and operated by
individuals that is not part
of a conglomerate

https://www.societal.
com.sg/about-us
1.3 Who Creates
Campaign
Management
TV
Advertisements Full-service
Agency
Advertising

• The Advertising
Agency

• Full-service Agency

• Interactive Agency • Clients prefer full-

Radio Print
• In-house Agency Commercials Advertising service agencies because
• The Agency Structure they are able to handle
all of client’s marketing
needs.
• Some full-service
agencies partner
Social Media Content other companies that
Management Creation
provide public relations,
promotional design,
interactive advertising,
and direct marketing.

https://learn.g2.com/
advertising-agency Strategic Search Engine
Planning Optimization
1.3 Who Creates
Interactive
Agency
Advertising

• The Advertising
Agency

• Full-service Agency

• Interactive Agency
• Its focus on interactive
• In-house Agency screen-based media.
• The Agency Structure
• Due to this reason, it
may work with other
agencies that serve as the
creative leads.
• Today, the situation
has changed and many
interactive agencies have
https://brandequity.
become the lead agency
economictimes. for clients.
indiatimes.com/
news/marketing/
agency-reckoner-
2018-19-top-15-
digital-marketing-
agencies/70562026
 The Agency
Structure
1.3 Who Creates
Advertising

• The Advertising
Agency MANAGEMENT
• CHAIRMAN • MANAGING DIRECTOR • GENERAL MANAGER •
• Full-service Agency

• Interactive Agency

• In-house Agency

ACCOUNT ACCOUNT MEDIA CREATIVE PRODUCTION

• The Agency Structure
PLANNING MANAGEMENT PLANNING • •
• • & BUYING CREATIVE STUDIO
STRATEGIC ACCOUNT • DIRECTOR MANAGER
ACCOUNT DIRECTOR MEDIA • •
DIRECTOR • DIRECTOR ART PRODUCTION
• ACCOUNT • DIRECTOR MANAGER
ACCOUNT MANAGER MEDIA • •
PLANNER • MANAGER COPYWRITER • DESIGNER / ARTIST
• ACCOUNT • • •
EXECUTIVE MEDIA
• EXECUTIVE
•

Figure 1.2: A basic agency structure.

VIS251 Study Guide Page 25

 Account
Planning
1.3 Who Creates • Planning involves profiling the
Advertising
audience and their relationship with
• The Advertising
Agency the brand.
• Full-service Agency
• Planner understand the audience’s
• Interactive Agency
perspective, habits, needs and buying
• In-house Agency
behaviour in order to develop a strong
• The Agency Structure
ACCOUNT strategic plan.
PLANNING
• • They will make use of various
STRATEGIC
ACCOUNT methods of qualitative market
DIRECTOR research such as focus groups and
•
ACCOUNT interviews.
PLANNER
• • Planner, Account Executive and
Creative Director will the developed
the creative brief.

VIS251 Study Guide Page 25. https://www.istockphoto.com/vector/head-thinking-psychology-drawing-gm450988807-23729676

 Account
Management
1.3 Who Creates • This department
manages the relationship
Advertising

between the agency and

• The Advertising
Agency

• Full-service Agency the client.

• Interactive Agency
• During the advertising
• In-house Agency
project process, the
• The Agency Structure
ACCOUNT Account Executive will
MANAGEMENT
• liaise with the client
ACCOUNT on a regular basis and
DIRECTOR
• project manages the other
ACCOUNT departments.
MANAGER
•
ACCOUNT
• They are also
EXECUTIVE responsible for pursuing
•
and securing new
businesses for the agency.

VIS251 Study Guide Page 25. https://www.istockphoto.com/vector/head-thinking-psychology-drawing-gm450988807-23729676

 Media Planning
and Buying
1.3 Who Creates • Media specialists plan
the most efficient and cost
Advertising

effective way of delivering

• The Advertising
Agency

• Full-service Agency the advertising to the

• Interactive Agency audience.
• In-house Agency
• They negotiate for the
• The Agency Structure
MEDIA best spaces, venues, and
PLANNING
& BUYING prices in the various media
• channels.
MEDIA
DIRECTOR • Each specialist
•
MEDIA constantly find new
MANAGER and exciting media
•
MEDIA opportunities to expose
EXECUTIVE the advertising message.
•

VIS251 Study Guide Page 25. https://www.istockphoto.com/vector/head-thinking-psychology-drawing-gm450988807-23729676

 Creative

1.3 Who Creates • Creative teams

are made up of the
Advertising

Art Director and

• The Advertising
Agency

• Full-service Agency Copywriter, who work

• Interactive Agency under the guidance of
• In-house Agency the Creative Director
(CD). CREATIVE
• The Agency Structure
•
• These teams are CREATIVE
responsible for DIRECTOR
•
creating the ideas. ART
DIRECTOR
• Once the client gives •
COPYWRITER
approval to the idea, •
the creative team
follows through to the
implementation of
the entire advertising
project process.

VIS251 Study Guide Page 25. https://www.istockphoto.com/vector/head-thinking-psychology-drawing-gm450988807-23729676

 Production

1.3 Who Creates

• Production department turn the approved advertisement
Advertising into reality in the formats required.
• The Advertising
Agency • The Production Manager worked with print specialists and
• Full-service Agency post-production companies.
• Interactive Agency
• They also work closely with the Art Director to make sure
• In-house Agency
that the advertisement is exactly as it is meant to be.
PRODUCTION
• The Agency Structure
•
STUDIO
MANAGER
•
PRODUCTION
MANAGER
•
COPYWRITER • DESIGNER / ARTIST
•

VIS251 Study Guide Page 25. https://www.istockphoto.com/vector/head-thinking-psychology-drawing-gm450988807-23729676

 1.3 Who Creates Advertising
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • The Advertising Agency

1.5 Drivers of
Advertising • Full-service Agency
1.6 Advertising Ethics
• Interactive Agency
1.7 Advertising Project
Process • In-house Agency
• The Agency Structure: 1 Strategist
2 Account
3 Media
4 Creative
5 Production
 Study Unit 1
Singapore University
of Social Sciences

Visual Communication

VIS251
Advertising Design

January 2022
1.1 Evolution of Advertising
Associate Faculty:
Shirley Lim
1.2 The Role of Advertising
shirleylim007@
suss.edu.sg
1.3 Who Creates Advertising
1.4 Advertising Media
1.5 Drivers of Advertising
1.6 Advertising Ethics
1.7 Advertising Project Process
 1.4 Advertising Media
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • Advertising Media

1.5 Drivers of
Advertising • Conventional Media
1.6 Advertising Ethics
• Unconventional Media
1.7 Advertising Project
Process
1.4 Advertising Media
Advertising
• Advertising Media
Media
• Conventional Media

• Unconventional Media

• A media can be in
the form of an object
(newspaper, magazines,
or television) or
• space (locations or
venues).
• Each media have
different coverage and
Print: https://www.
adsoftheworld. exposures to target
com/media/print/
mcdonalds_fish_bowl
audience
Guerrilla:
https://courses.
lumenlearning.com/
vccs-mkt100-17fa/
chapter/reading-
guerrilla-marketing/
1.4 Advertising Media
Advertising
• Advertising Media
Media
• Conventional Media

• Unconventional Media

• Choosing the right

media can be a time
consuming process
• Requires the media
specialist to balance the
pros and cons of each
option for the success of
the advertisement.
Print: https://www.
adsoftheworld. • Classified into
com/media/print/
mcdonalds_fish_bowl
conventional media and
unconventional media.
Guerrilla:
https://courses.
lumenlearning.com/
vccs-mkt100-17fa/
chapter/reading-
guerrilla-marketing/
1.4 Advertising Media
Conventional
• Advertising Media
Media
• Conventional Media

• Unconventional Media

• We are bombarded
by 2000 – 3000
advertisements on daily
average.
• There advertisements
are presented through
conventional media
Print: https:// • Television, Radio,
medium.com/@
vkopecki7207/why- Magazines, Direct mail,
is-this-volkswagen-
ad-effective-
Web-banners, Vlogs,
e0105b56f4d4 Social medias, Bus
Direct mail: https:// Shelter, MRT, Product
snapmail.marketing/
which-types-of- placements in drama...
direct-mail-are-most-
effective/
1.4 Advertising Media
Unconventional
• Advertising Media

• Conventional Media
Media
• Unconventional
Media

• Different, not common

and unexpected
• These alternative routes
is capable of reaching
audience in more relevant,
more surprising and more
appropriate ways.
• Eg. ambient and
https://www.stellar guerrilla
ace.com.sg/Who-We-
Are/Testimonials

https://iwishihad
thoughtofthat.word
press.com/2012/05/31
/the-best-of-guerilla-
and-ambient-advert
ising-in-my-opinion/
 1.4 Advertising Media
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • Advertising Media

1.5 Drivers of
Advertising • Conventional Media
1.6 Advertising Ethics
• Unconventional Media
1.7 Advertising Project
Process
 Study Unit 1
Singapore University
of Social Sciences

Visual Communication

VIS251
Advertising Design

January 2022
1.1 Evolution of Advertising
Associate Faculty:
Shirley Lim
1.2 The Role of Advertising
shirleylim007@
suss.edu.sg
1.3 Who Creates Advertising
1.4 Advertising Media
1.5 Drivers of Advertising
1.6 Advertising Ethics
1.7 Advertising Project Process
 1.5 Drivers of Advertising
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • Proximity

1.5 Drivers of
Advertising • Exclusivity
1.6 Advertising Ethics
• Invisibility
1.7 Advertising Project
Process • Unpredictability
1.5 Drivers of
Proximity
Advertising

• Proximity

• Exclusivity

• Invisibility
• Getting up close and
• Unpredictability
personal.
• One motivating factors in
the relationship between a
brand and its audience is
the desire for proximity.
• Brands want to get close
to their audience from
the point of purchase to
their lifestyle, to catch
their attention and
communicate the
https://snapmail.
marketing/which- intended message.
types-of-direct-mail-
are-most-effective/
1.5 Drivers of
Proximity
Advertising

• Proximity

• Exclusivity

• Invisibility
• A brand has to go to
• Unpredictability
where the audience are
• rather than waiting for
them to come to it.
• Therefore, it is
important that the brand
is mobile and follows the
footsteps of its audience
• so that it can penetrate
into places where it has
access to.
https://www.
adsoftheworld.com/
media/ambient/
• eg. walking billboard
primark_walking_
billboards
1.5 Drivers of
Proximity
Advertising

• Proximity

• Exclusivity

• Invisibility
• A brand must inviting
• Unpredictability
and transparent to
encourage its audience to
step into its world.
• Eg. Instagram reaches
the audience directly,
allowing them to interact
with the brand on their
own terms.
• Audience can retrieve
information about the
brand, its products, or
https://blog.hootsuite. services whenever and
com/how-to-use-
instagram-stories/
wherever it suits them.
1.5 Drivers of
Exclusivity
Advertising

• Proximity

• Exclusivity

• Invisibility
• A brand is always on
• Unpredictability
a continuous look out to
have some private time to
spend with its audience,
without the need to
compete with other
competitors.
• The less the brand has
to share the attention of
its audience with others,
https://www.
the more power it can
businesstimes.
com.sg/companies-
exert over its audience.
markets/sia-stays-on-
board-as-singapore-
f1-title-sponsor-
till-2019
1.5 Drivers of
Exclusivity
Advertising

• Proximity

• Exclusivity

• Invisibility
• Many companies pay
• Unpredictability
vast sums of money
to become exclusive
sponsors of big events.
• They want special time
alone with their audience.
• This will eventually lead
to a stronger connection
between the brand and
the experience sponsored.
https://mainlymiles.
com/2019/03/27/
up-to-5-5-bonus-
krisflyer-miles-per-
dollar-on-2019-
singapore-f1-tickets/
1.5 Drivers of
Exclusivity
Advertising

• Proximity

• Exclusivity

• Invisibility
• Eg. Ikea transformed a
• Unpredictability
Japanese monorail into
a traveling showroom in
2014
• IKEA made the
decision to go where the
competition had not and
booked some time alone
with its audience.
• Ikea created an space
where they are in full
https://www.
businessinsider. control of the experience.
com/ikeas-
japanese-monorail-
showroom-2014-4
1.5 Drivers of
Exclusivity
Advertising

• Proximity

• Exclusivity

• Invisibility
• Working with
• Unpredictability
another brand.

• While exclusivity is
a powerful factor in
choosing a media, there
are exceptions to the
rule. At times, it will be
worthwhile for two brands
to work hand in hand
together as long as both
https://www.
luxurytravelmagazine. parties gain from the
com/property/the-
ritz-carlton-millenia- collaboration.
singapore-luxury-
hotels
1.5 Drivers of
Exclusivity
Advertising

• Proximity

• Exclusivity

• Invisibility
• Eg. Mercedes had turned
• Unpredictability
the Ritz-Carlton into an
exclusive channel for its
‘Key to Luxury’ campaign.
• Guests of any Ritz-
Carlton hotels were
offered the use of a
Mercedes CLS500 with
unlimited mileage and a
full tank of petrol.
• Dozens of guests had
https://www.
luxurytravelmagazine. decided to buy a new
com/property/the-
ritz-carlton-millenia- Mercedes after their novel
singapore-luxury-
hotels
test-drives.
 Invisibility
1.5 Drivers of
Advertising

• Proximity

• Exclusivity

• Invisibility

• Unpredictability
• Being a chameleon
and subtly blending into
the environment of its
audience.
• it’s more effective to be
invisible, less pushy
• the more chance it will
attach the audience.
• A brand cannot simply
force its way into the lives
of its audience.
http://www.goodpilot.
co.uk/hype_gallery.
html
1.5 Drivers of
Invisibility
Advertising

• Proximity

• Exclusivity

• Invisibility

• HP had opted for a more

• Unpredictability
indirect and less visible
approach.
• There were no HP logos
in the gallery, except on
the technology.
• The exit interviews
that were conducted had
shown that 19 out of 20
artists and audiences
had realised the HP
connection to the HYPE
https://
cargocollective.com/ gallery.
TheInfamousSerty31/
HYPE-GALLERY
1.5 Drivers of
Unpredict-
ability
Advertising

• Proximity

• Exclusivity

• Invisibility

• Unpredictability • Catching audience off

guard.
• It can create a new
element of surprise and
interest.
• The brand cannot
announce itself
beforehand. It is like a
surprise party that will
only be successful if the
audience is unaware of
the situation lead to the
https://www. “a-ha” moment.
gettyimages.dk/
photos/virgin-cola
1.5 Drivers of
Unpredict-
ability
Advertising

• Proximity

• Exclusivity

• Invisibility

• Unpredictability • At the launch of Virgin

Coke, Sir Richard Branson
drove a World War II tank
through the streets of
Manhattan.
• This was an
unpredictable move that
was not expected.
• It was not something
that an audience sees
everyday. At the same
https://www.cnbc.
com/2017/07/19/ time, this act had well
richard-branson-
talks-trump-start- captured the personality
ups-driving-a-tank-
in-time-square.html and values of Virgin Coke.
 1.5 Drivers of Advertising
1.1 Evolution of
Advertising

1.2 The Role of

Advertising

1.3 Who Creates

Advertising

1.4 Advertising Media • Proximity

1.5 Drivers of
Advertising • Exclusivity
1.6 Advertising Ethics
• Invisibility
1.7 Advertising Project
Process • Unpredictability