Anglais - Langue de l’entreprise et des marchés

04/09/2023

irene.delcourt@univ-lyon3.fr

Semester 1: The advertising industry

Sell someone on an idea = to convince someone to buy something

Lectures 1 & 2: Introduction and the Promotional Mix

● Advertisement, commercials & publicity

Advertisements, adverts, ads: Vehicle through which companies drive their message to
the consumers.
The goal is to motivate consumers, create excitement or just to make them aware of the
services and products.

A commercial: An ad which uses sound and/ or audio, and sometimes images and videos.

Publicity (=/= advertising): “Advertising is what you pay for, publicity is what you pray for.” H.
Woodward
It is basically the attention you're getting from the public. You can have negative or positive
publicity: ex: if your CEO is accused of embezzlement, this is not good publicity for the
company.
The Public Relation Team is the one related to publicity.

“All publicity is good publicity.” P.T. Barnum

No matter if your company has bad or good publicity: if people are talking about your
company, that is already good.

● Marketing

Marketing means putting things (products/ services) on the market.

It is the art of getting the right goods to the right place, for the right customers, at the right
time and at the right price.

Marketing is the management process responsible for identifying, anticipating, and

satisfying customer requirements profitability.
(the Chartered Institute of Marketing)

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Marketing is a social and managerial process by which individuals and groups obtain what
they need and want through creating and exchanging products and value with others.

In a company, today, marketing is everything! Everything is part of a marketing strategy.

● The marketing mix: the 4 Ps

1. Product
Who are our customers? What do they want to buy? Are their needs changing? Which
products are we offering and how many are we selling? What new products are we
planning? In which areas are sales growing?

2. Price
What pricing strategy should we adopt? How much should we charge? Should we reduce
the price at the start to attract more customers? Can we charge different prices to different
types of customers? What discounts can we give?

3. Place
How can we distribute our products? Should we sell direct to the customer or through
retailers? Do we need specialist wholesalers to sell our products? What can we sell over the
telephone or how can the Internet help us to sell more?

4. Promotion
How can we tell people about our products? Should we have specialist sales staff? Where
should we advertise to attract the attention of our key customers? How else can we promote
the product-should we give free samples? Should we send direct mail shots, and if so, what
information should we include?

● Promotion

Promote: pro-movere = move forward. Further the growth of something/ advance

someone’s purposes.
You can promote your new boyfriend to your parents, a new brand of food to your cat…

In the context of advertising, promotion is a type of industrial communication that uses

various methods to reach a targeted audience with certain messages in order to achieve
specific organizational objectives.

Nearly all types of organizations are engaged in promotion because all of them need money.

Integrated Marketing Communications (IMC): well-coordinated use of different

promotional methods that are intended to reinforce each other.

Integrated = make sure that all your products make sense together (ex: when all your
products are green you cannot have Monsanto as an advertiser…).
You use the same fonts, the same logos, the same colors… It is important not to confuse
your potential customer.

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 I. The Promotional Mix

Promotion Mix:
- Advertising
- Personal Selling
- Sales Promotion
- Public Relations
- Direct Marketing

1) Sales promotions

Short-term incentives to encourage customers to purchase a product and to encourage the

distribution channel to stimulate demand for a product (coupons, discounts, special events,
free samples, demonstrations, contests…).
It is designed to attract people’s attention. Sometimes you used it to sagging-sales to bring
them back.

Samples: Offers of a small amount of a product for trial, for free or at a reduced price.
It is really effective because it might bring people that were not attracted to this product.

Price Promotions: You give a discount on normal price, give more of the product at the
normal price or give two related products banded together.
It must be used with care, not too much and not too long.
Sometimes it can bring negative effects because if your prices are too low, people might
think that your products are bad quality.

Coupons (= vouchers): Little certificates that give buyers savings when they buy specific
products.
- The till = the checkout desk
The problem with coupons (the redemption rate) is that people don’t use it a lot (less than
2% in the USA).
- Digital vouchers: most used by millenials (the elderly use the physical ones) and
those are often redeem (60% of the customers use e-vouchers and those tend to
spend more money)

Gift with purchase (= premium promotion): Have a good deal.

- Premium
- Subscription

Competition and prizes/ sweepstakes: You buy a product to have the right to participate at
a competition.
When you sign up for your email, the company will be able to send you many e-mails to
advertise you about their offers or new products.

Frequent user/ loyalty incentives: Things that get you come back to the same place
because you accumulate loyalty points and those give you discounts.
This is a clever way to motivate people to repeat purchases.

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They use the sunk cost fallacy.

Point-of-sale/ Point-of-purchase displays: Where you want to put you product to

maximize the purchases
- Island displays
- Front/ end aisle displays:
Is important to have informative and well placed products, otherwise people will not see it
and not buy it.

Characteristics of sales promotion - Education Portal

11/09/2023

2) Personal selling

Selling from person to person.

It can be defined as an oral communication between the firm’s sales reps and potential
buyers.
The purpose is to make a sale but also to create customer relationships.

Indeed, it is a promotional method in which one party uses skills and techniques for building
personal relationships with another party.

That can take many forms.

Ex: When you are in a shop and a person follows you to ask if you need help.
Firemen that came home to sell “calendrier des pompiers”: even if you don’t want it, when
they are in front of you, it is extremely hard to tell them that you don’t want it

3) Direct marketing

It is the business of selling products or services directly to the public.

It includes:
- Telephone sales
- Solicited or unsolicited mails or emails
- Catalogues (= catalogs)
- Leaflets
- Coupons
All of this material is called litterature.

The specificity of direct marketing is that it does not involve face to face contact. You're not
supposed to have a conversation between the seller and the customer.

Successful direct marketing needs maintain a database of clients’ info.

Scattershot marketing =/= targeting

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It is important for people who are trying to sell to a niche market (which means that few
people are interested in those products) might benefit from the fact that they keep the
number or e-mails of the customers that purchased their products.
Sometimes, people based their products on racial backgrounds (which is not authorized in
France, but it is in the USA).

There are negative aspects of direct marketing:

- Many customers are unaware of what happens to their personal information
Sometimes when you make an order, your personal information is reused without your
consent.
- Cross selling = when you buy something and the company tries to sell to you
something else related to your first purchase
It ends up on marketing overload, which is the feeling of being harassed by the company.
- Frauds of money or information
Some solutions:
1. Shady cies
2. Do-not-call lists = you can ask to a company, that calls you very often, to put you on
this list so they will not call you anymore
3. Bulk mail (= spam)

The main positive aspect is that it is cost-effective.

4) Public relations (PR)

It is the communication of a product, brand or business by placing information about it in the

media without paying for the time or media space directly.
It is free publicity.

It is the profession or practice of creating and maintaining goodwill of an organization’s

stakeholders (customers, employees, investors, suppliers…), usually through publicity and
other unpaid forms of communication. These efforts may also include support of arts,
charitable causes, education, sporting events, and other civic engagements (i.e.
sponsorships).

It is publicity events, speaking opportunities, interviews, press releases, newsletters, blogs,

social media, tweeting…

It involves branding, which means creating an image for your brand.

Ex: Someone told me that the ford truck was “gay”. So ford actually decided to create a
rainbow truck to show their support for the LGBTQ+ community.
Spotify does compilations of what you have heard during the year and encourages you to
share on the media, which generates some advertising for the music platform.

PR can use the viral market which is creating events that are impactful and people feel
obligated to share with their friends.
So the companies obtain advertising even if they don’t pay for it.

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There is a problem with the ethical aspect because sometimes it can be seen as
manipulation.

But still, there are PR failures.

Ex: NYPD photos in NYC

5) Advertising

It is any paid form of non-personal presentation, promotion and communication of ideas,

products or services by an identified sponsor in the mass media: i.e. television, newspapers,
magazines, billboard posters (US)/ hoardings (GB), radio, cinema, some form of Internet
communication (Youtube)...

It is the exercise of promoting a company and its products or services through paid
channels.

To recap…
Marketing is a process that involves marketing, rechearch.
Part of the marketing is promotion, which involves the creation of visibility of your products.
Advertising is part of the promotion, which is a paid means to push people to buy your
products and services.

II. Types of promotional campaigns: the strategies

1) Below and above the line

Above the line (ATL) promotion: promotion can be carried out by the use of mass media
(TV, radio, print ads, billboards…) to reach a mass audience.
The specificity is that it is impersonal because you want to reach as many people as you
can.
It is often conducted by independent partners. You will hire a promotional agency to do that
for you.

The benefits are brand awareness and recognition. It is more attention grabbing because it
uses a lot of commercials with images and audio. It will reach a large audience.
The drawbacks is that it is expensive if you use mass media and scattered: you will reach a
large number of people but most of them are not interested in your product, so money will be
wasted.

Below the line (BTL) promotion: carried out by limited forms of media (fliers, sponsorship,
personal selling, coupons, catalogs…).
The targets are more clearly defined.

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The benefit is that you have more control on what comes out, because you don’t necessarily
hire a promotional agency.
It can be very effective in the creation of customer loyalty because your marketing efforts will
be seen by your consumers' targets.
It is a good measure/ insight because you can see what worked and what not. So you will be
able to see if it was a good investment.
The drawbacks are that you have a lot less exposure, you invest less money but you will
reach less customers.

Through the line promotion: in your campaign, you will adopt a mix of ATL and BTL.

● What of social media?

Instagram or facebook are both ATL and BTL, because they are mass media but they are
also very targeted because they have personal data that allows companies to put specific
ads, of products that will please you, on your page.

2) Push VS Pull strategies

Pull strategy = pulling consumers to your product.

Retailers→wholesalers→manufacturers

On that one, you will use mass media advertising, word of mouth and discounts.

If your pull strategy is efficient, people will go to a store to purchase your product. You don’t
come to a shop to buy “a product” but “these products of this brand”.

Push strategy = pushing a product onto a consumer

The consumer came to a shop to buy something else, but they ended up buying your
product. You will put your product under the consumers’ nose to maximize the chances that
they will buy it.
Manufacturers→wholesalers→retailers

- Behind the counter: you need the retailer to buy the product
You put it in the end of the ship so the purchase will be compulsive
- End-aisle/ end cap display: you are queuing up and ended by purchase a candy bar
because they are just in front of you
- Feature aisle/ island display

You can do demos, which is a demonstration at your home in front of a group of people that
are often your friends. You will encourage your friends to buy it and will receive free products
because you have done a free promotion

18/09/2023

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 Lectures 3 & 4: A brief history of advertising, then and now

I. Early forms of promotion

1) Criers and barkers

The point is to attract as much attention as you can to attract people to your service or
product. Most of the time, people practiced self promotion.

During the ancient time, one of the most traditional forms of advertising was criers and
barkers, which were people hired to cry and scream on the street about someone else’s
business.
It was not about convincing people to buy but telling them that the store existed. It was more
about information and not about sales.

2) Signs and paintings

Identify your business and let people know what you are selling.

It was more efficient to dry images than to write something, because most of the time,
people don’t understand.
Ex: Beer ad in Ancient Egypt (4 000 BC): according to Eames: “Drink Elba, the beer with the
heart of a lion” = the beer will make you stronger, more man…
The Romans liked to paint walls to announce gladius fights or big sales of castles and
slaves.
In Pompeii (1st c AD) write on the walls for political promotion.

It is not very different from billboards nowadays. It is big and showy in a public space. We
can still find paintings on the walls: it is a permanent form of promotion.

3) Print ads

Ads on pieces of paper, fliers.

It is the oldest form of promotion that we found.
Ex: 3,000-year-old papyrus from Thebes (Egypt): “... For his return to the shop of Hapu the
Weaver, where the best cloth is woven to your desires, a whole gold coin is offered…” = it
was a promotion for slaves but also for the shop which sale them

A printing plate is a piece of metal or rock, put in paint. = big tampon

Ex: It was used to produce promotional posters during the Northern Song period (960-1127
AD)

On the 15th (1439) the Gutenberg’s printing press appeared. It was all over Europe and was
used to print advertisements.

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 II. Rise of modern advertising (19th-20th century)

Creation of mass media = rise of modern advertising

1) The “market revolution” (1820-1850): From subsistence to

profit

Mass media started to make sense because of sociological and economic revolution.

People didn’t advertise to the masses at the time because it was a waste of time and a
waste of money. Most people were poor so it is not worthy to advertise to the poor.
In the 19th century things started to change because lots of products started to appear.

More products were being manufactured thanks to the new technologies: you could produce
more, quickly and cheaper. It means that you could sell people cheaper. Because of that, the
masses became customers because more people were able to afford stuff (Industrial
Revolution).

Thanks to that, the market revolution took place and the economy moved from subsistence
(you worked to buy thanks that will help you to survive) to profit (people started to save
money to buy things they wanted and not they needed).
Huge factories started to multiply and the products that were produced were shifted all
across the country but also the world.

The revolution reshaped classes, urban centers, everyday life: a middle class was emerging.

In the US, the Northern textile factories needed cotton and fabrics that were implemented in
the South. Slaves were needed to fabric cotton.
We can see that modernisation had a high human cost. It also deepened inequalities
between the higher classes and the lower classes. It finally created small financial “panics”
(small depressions) with people starving sometimes…

Appearance of newspapers began in the 17th century but the biggest revolution for the
printing press was the Koenig and Bauer’s steam powered printing press in the early 1810s.
You could print thousands of pages a day without many workers.
This technological revolution marked an advertising revolution and changed the way that
people advertise their products. Literacy rates increased dramatically in the 19th century.
Ex: La presse, launched in 1936 the first newspaper to devote a large part to advertising.

So: Industrial revolution = more and more products = competition = increasing need for
promotional strategies
The First American Advertising Agent appeared in the USA in 1841 and his name wasV.B.
Palmer. He bought space in newspapers in advance and then resold that space to people
who wanted to advertise their business for a higher price.
It became more and more lucrative because competition was increasing.

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In 1835, advertising started to become a modern clutter (a big mess). To be noticed, you
needed to be intelligent because people were tired of promotion.

2) The appearance of new mass advertising techniques

(1830-1950)

The marketing eras (timeline):

- The Production concept/ era (typical of Fordism at the turn of the 20th century):
focus on production processes, to streamline production as much as possible and
lower costs
The idea was to focus on production itself: produce as much as possible to decrease the
cost as low as possible.
- The Product concept/ era: focus on the product itself, a high-quality product will sell
itself (1910-1920)
- The selling concept/ era (typical of the 1920s-WWII): focus on advertising:
whatever the product we have to sell it, using the right strategies
That’s the beginning of the modern market.
- The marketing concept/ era (crystallized in the 1950s): birth of marketing: the more
you know about your target customers, the better you’ll be able to sell your products
- The social marketing concept/ era (typical of the 21st century): need for companies
to care (or at least convince people they care) about society as a whole: socially
responsible marketing and advertising.
Corporate social responsibility (CSR) is part of it.

The first US billboard came out in 1835 thanks to Jared Bell.

After that, in 1850, the exterior advertising was first used on street railways. In 1867 the first
leasing of billboards was recorded.
The morris colonne was invented in 1880 by Jean Béraud.
> New businesses were invented to produce more types of advertising.

● The radio revolution (1920s)

Albert Lasker (1880-1952) was the inventor of the “Soap opera”, a type of series of
dramatical stories.
Those stories were broadcast everywhere at the sametime. They were sponsored by soap
brands, which had advertising during the programs.

The first TV ad took place in 1941.

25/09/2023

Early advertising was:

- Dependent on technological change and the nature of the medium it used;
- Dependent on the emergence of a mass market, with standardization;
- Symptomatic of a cluttered market with a lot of competition, where the aim was to
break through

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 3) Advertising in the 20th century: from madness to method

● What people advertised?

People were interested in lots of things: chocolate, food choppers, coca cola, cars…

● Common points between the advertising?

An image, a catchy phrase, the name of the brand…

Quackery = promotion of fraudulent medical practices, false claims, charlatanism.

> Lots of health professionals were people that gave people dangerous substances that
might kill you.
A quack is a fake or ignorant health medical professional.

Typically, in advertising, the promotion of “miracle” products in pharmacies, using bogus

science as a selling point.
> Advertisers saw a transition between scientists assimilated to witches to scientists
assimilated to scientists. So they knew that there was something to explore on this.

Ex: One of the first dieting pills appeared in 1878. But at this time, being fat meant being rich
because you eat well. So people also created pills to get fat. After that, people developed
pills to develop bust.
> None of these medications worked.

Ex: Cocaine drops or heroin were sold freely as medicine until the 1910s.

The FDA (Food and Drug Administration) started regulating industrially produced medicine
and food in 1906. Before that, you were allowed to sell hard drugs because there was no
regulation placed on claims or content.

Ex: Camels’ use on its commercials:

- Endorsement = Doctors, a hard working man who wants to be relaxed, smoke those
cigars, so you will trust them and try
- Sex appeal = A sexy woman, good-looking woman with nice hair
> You could advertised almost everything without restrictions

● The American Marketing Association

The American Marketing Association was created in 1937. It was the first one to create a
code of ethics: how serious advertising should work?
The points of ethics (code of conduct):
- Honesty: to be forthright in dealing with customers and stakeholders
- Responsability: to accept the consequences of out marketing decisions and
strategies
- Fairness: to balance justly the need of the buyer with the interests of the seller
- Respect: to acknowledge the basic human dignity of all stakeholders (= all the people
involved and affected by your product: buyers, employees, associations…)
- Transparency: to create a spirit of openness in marketing operations

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 - Citizenship: to fulfill the economic, legal, philanthropic and societal responsibilities
that serve stakeholders

4) The rise consumerism: Selling the “American dream” through

material possessions

WW2 boosted US production and ended the Great Depression.

People wanted to spend the money that they earn to consume.

Consumerism was a sort of patriotism because it helped the American economy.

In the 1950s, the “consumer society” started to rise, connected with the American way of life.
Lots of kitchen appliances, cars, TV and radios were associated with this new consumer
society.

Advertisers had a huge new market to conquer with the rise of the middle-class as the main
target audience.

● The Golden Age

The Golden Age (1960s-80s) shaped the American advertising industry.

The industry titans, people who revolutionized the industry by breaking standards: William
Bernback, Mary Wells Lawrence, David Ogilvy.

People were able to invest big budgets to market and advertise their services. People were
gathering more and more information about the target audience.
This is the birth of marketing.
If they understood the target audience, they would be much more efficient in selling them
things: it is called personalization.

In the 1960s, characters and mascots were created. It wasn’t just about selling one product,
but creating things that were good for people so people would consume all the products of
your brand.
Mascots were not just for children.

● Onwards towards the Digital Age

The first interactive advertising was created in 1994.

III. The art of manipulation: advertising meets psychology

1) Pioneering psychological influencing

“The fundamental level of competition”, Karl Knies was an economist of the 19th century.

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He was one of the first economists to take advertising seriously and not just criticize it as
manipulative trash.

For him, the economic man was a man of reason and understood the world around him. He
was a reasonable entity who will make decisions based on cold facts to serve its own
self-interests.

He sees in advertising a way for sellers and buyers to communicate, in a globalized world;
conveys information (on prices, quantities, availability…) and helps demand match offers.

Psychology is the study of the mind and behavior, according to the American
Psychological Association.
Wilhelm Wundt was one of the fathers of experimental psychology (1879): the idea that you
have to experiment things (“when you do that, people react that way”...).

Psychology was becoming an established science.

One of the first people to apply psychology was Walter Dill Scott, who created The
Psychology of Advertising In Theory And Practice (1903).
He takes away the idea of the “economic man” to the belief that you can persuade people
better with emotion than with reason. The more emotion you can trigger, the more attention
you will get from your audience.

He gave some advice to the sellers:

- Give direct commands to use the product
- Emphasize action on the part of the consumer by coupons
- Use illustration to attract attention
- Place the ads in publications that inspire confidence

John B. Watson (1878-1958) is the father of behaviorism: understanding, predicting and

controlling the behavior of animals and human beings through conditioning.
> If you want people to be afraid of something, you have to teach them to be afraid.

“Man has been called the reasoning animal, but he could with greater truthfulness be called
the creature of suggestion. He is reasonable, but he is to a great extent suggestible.”

Advertisers had to “crack” the mechanisms of the mind to plant desire and influence.
Emotions are the most powerful of motivators.

Edward Bernays (1891-1995), known as “the father of public relations”.

He was Sigmund Freud’s nephew and was influenced by his views. He took the idea that
people are moved by their subconscious desires, called “hidden motives”. You can use that
to fix people or you can use that to influence them and make them buy things.
One of his basic ideas is that you have to play on people’s importance of self/ self-esteem,
which will be the core of marketing.

Bernays drew his insight from:

- Psychology

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 - WW1 propaganda: he worked, during the world, on create US propaganda (which
initially was not a bad thing, but was seen as something very important and needed
to install things into people)
> Create war propaganda on a moment of peace to influence people to buy things

02/10/2023

The war was used to speak about your product in advertising.

Ex: Cigars on the soldiers ration→advertising your product by saying that

2) From theory to practice

In times of peace, the desire to be good to your country tends to evaporate.

Advertising was mostly based on self-esteem with products like skin care, toothpaste for
smoke-stained teeth…
In fact, advertisers played with the way you are, and people's insecurities and desire to be
loved.

People who were advertising to women used sex-appeal to try to say to women that they
need their products to be more attractive and be loved by men.

Endorsement or testimonial, which is a person extolling the virtues of a product, became

popular. Celebrity endorsement, a celebrity doing the same, was developed.

There was a precursor in terms of celebrity endorsement: Mariani wine, medical medicine
decoction (wine + cocaine), which was normal at the time.
Ex: It used figures such as Emile Zola or even the Pope.

Conclusion:
There was a big revolution during the 20th century in advertising:
- New media
- Consumer society
- Discovery and use of psychology
All of these lead to a development of efficient marketing.

Lectures 5 & 6: Tangible vs. intangible benefits: values-based

advertising

Intangible = not a real presence

It became hard to advertise efficiently in the 21st century: people are more disloyal because
they want to try new products. So it is hard to keep the customers and make them come
back to your products and services.

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 I. Why advertise? The hierarchy of effects

Why we advertise: advertising objectives

● To create awareness = make people aware that your product exist
● To launch a new product = you invent a new thing that people would really like to
meet
● To boost sales of an existing product = reminding product that something already
exists
● Build brand loyalty or to maintain it at the existing level = create new incentives to
make people come back to your brand
● To change customer attitudes = try to change people’s perception of your product
(ex: make them know your food is healthy unlike they think)
● To support the activity of the distribution channel
● To build the company’s or brand’s image
● To remind and reassure customers
● To offset competitors’ advertising (ex: “get a Mac” adds: M. Mac vs. M. PC→they
moke how PC works)
> In France you are not allowed to create an ad that attacks someone’s product.
● To campaign AGAINST a product (counter-marketing/ demarketing = ex: cigarets
with nasty images→make people aware that they are buying a product that might put
them in danger)
● To boost public standing = make people believing that you care about the
environment
● To support the sales force

An advertising objective is a specific communication task to be achieved with a specific

target audience during a specific period of time.

Most of the time, the objectives are:

- To inform
- To persuade = make people belive that your product is usefull…
- To remind = keep reminding people that your product stills there
Advertising is not just the commercial product.
There is a connection between branding and marketing.

Example: Coca cola’s “i’ve kissed” 2015 ad compaign

- Endorsement: celebrities
- This ad will not convince you to change your mind about coca cola or even to make
people aware of this product
- It was created to remind people of your brand and remind them that your product is
still relevant, but also to maintain the brand identity (branding)
> It not so much about the product but the brand and its importance in the country

(GRAPH 1)

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The hierarchy of effects model:
- Cognitive phase = phase about awareness (basic knowledge about the product)
- Affective phase = it is what appeals to your emotions: you convince people that your
product is the best
- Behavioral phase = when you make people buy the product, make them subscribe to
the membership…

What’s missing in this hierarchy is brand loyalty: make sure that people come back.

(“Thing, Feel, Do model” is the same thing as this hierarchy)

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 II. How to advertise? Motivating decision-making

● The Traditional Research Paradigm

There are different ways to conduct research to your potential target.

Qualitative research is based on non-numerical data and it seeks to understand social

phenomena in the natural environment. It is more focused on “why” rather than “what” or
“who”.
Then you can make surveys and statistical samples. Sometimes it can work and sometimes
not, even with all the data you have, because it is focused on product attributes and
objective benefits. Indeed, it is not what will push people to buy it.

● Means-ends theory of decision making

It is used to uncover, underline emotions and consequences, and personal values that drive
the consumer's choice.

(GRAPH 2)

The means you use must lead the consumer to a desired state of being. An ad must lead to
a desire and an emotional experience.
You don’t want people to just be informed, but you want them to feel something because
reasonable thoughts will not drive people to buy.

You need to understand the target’s values and connect it to decision-making.

Motivation is based on both rational and emotional elements. Indeed, the product needs to
have a personal relevance: on what it will be useful? on what it will make my life easier?

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Ex: Tropicana 2020
Tangible benefits Intangible benefits

- Vitamin C - It makes you happy

- Everyone is drinking the juice: kids, - Family values
adults, different etnicities - Success
- Healthy

III. To whom avdertise? Finding your target audiences or

“prospects”

“STP” =
- Segmentation: dividing the market into segments (subcategories of users), based on
their demographic (age, gender, “race”, location…) and psychographic (tastes,
behavior…) profile.
(GRAPH 3)

Demographic = objective traits, easy to get

+ Psychographic
= Leads to a portrait of you (GRAPH 4)

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> The crossed-referenced between psychographics and demographics lead to the
identification of a target consumer.
Based on this, specific needs and messages will be addressed in your ad.
- Targeting: choosing which segment(s) to target (because of their size, their
profitability…).
- Positioning: aiming at occupying a specific (different from the competition) place in
customers’ mind.
Once you have done this, you have to decide on the optimal marketing mix.

09/10/2023

● The soccer mom experience

= idea of a mother who’s taking her kids to school and after school activities
Middle class married women, with at least 2 kids, who spend lots of time with their children.
They define themselves as a mother more than anything else. They are in charge of the
home’s finances.

Some of them were interviewed by advertisers and it was discovered that the purchases that
they made are not necessarily based on logic.

The ladder interviewing is a mix between quantitative and qualitative approach.

In which question, you will go deeper on the respondent's mind.

Graph 1

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This is about ads but also about branding.
Graph 2

20
- Attributes = physical features of the products
- Functional benefits = what is the usp of the product and why it is functionally different
from the market
- Emotion benefits = whether the brand provides a sense of security and purpose to
the end customers

21
 - Social benefits = whether the brand increases the stature of the customer in the eyes
of his social circle

IV. Champions of the intangible: coca-cola

They have been branding for a long time with those intangible values in mind.

There is the evolution of coca-cola’s catchphrases through the 20th century:

- 1904: Delicious and refreshing!
- 1937: America’s favorite moment
- 1957: A sign of good taste
- 2010s: Open happiness

Graph 3

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They promote emotional benefits: being happy by putting images that you associate to
happiness in their ads.
But they also want to promote ideas, to show they are progressive and involved in society
issues, open-minded and inclusive. By showing your support to LGBTQA+, you show your
goodwill.

23
Those are part of social advertising, collective benefits and “we care” marketing. Is not so
much about your product and its features, it is more about being on the right side of history
and society.

Coca-cola does this because it is a well established company and so people know its
features. It is more to stay relevant to people and show that you change with America and
American people.

It is not new that Coca-cola wants to show its progressive side.

Indeed, in 1971 they made the “Hilltop Ad''. The underlying value of this ad is about world
peace, love between all the religions and countries after the Vietnam War.

The “Small World Machines” ad in 2013 shows machines in India and in Pakistan (two
countries in a complicated relationship) that allows people to see each other, to touch each
other and also to draw a peace sign.
The objective is to bring people together no matter their differences.

In 2016, the new CEO of Coca-Cola’s company returned to a simpler, more modest type of
messaging with the “taste the feeling”, “then real magic” campaign, because Coca-Cola was
turning to much political.
After the pandemic, in July 2020, “The Great Meal” ad shows the importance of being with
our family and with our friends around a good meal.
Storytelling is very important in advertising to create emotions.

In the “For The Human Race” ad, there is no bottle of coca-cola. It shows that they are not
trying to advertise their products but advertise kindness between people.
It is part of a campaign in which they were raising funds for hospitals. But it is not even
shown in the ad.

Recap:
Advertisers may advertise not only tangible (functional, literal) benefits but also intangible
(abstract, not physical) ones.

These intangible benefits may have to do with personal relationships/ values (friends, family,
lovers) or social ones (how we relate to others).

When companies advertise themselves and their products as caring for society as a whole,
as making a positive difference for society, then it is a case of societal advertising or
marketing.

Beforehand, these companies have studied their target consumers’ values in order to decide
which specific values (togetherness, accomplishment, honesty, equality, empowerment,
forgiveness, achievement, collaboration, respect, hard work…) they want to rely on in their
messaging. This is why one can talk of values-based advertising: an appeal to customer’s
values and ethics.

24
 Lectures 7 & 8: Values-based advertising: the example
feminism and “green” advertising

16/10/2023

It is always good to rely on people’s emotions rather than people’s reason.

I. The act of caring: CSR and societal marketing

● CSR

- Production era
- Product era
- Selling era
- The marketing era
+ The social marketing era

CSR: Corporate social responsibility = running a business so that it meets or exceeds the
ethical, legal, commercial and public expectations that society has of its business
organizations. CSR means aligning business operations with fundamental and universal
values (...] to act as socially responsible organizations
Goodman & Hirsch, Corporate Communication: Strategic Adaptation for Global Practice,
2004

A company can be a legal being = it can have duties, obligations…

The main reason why companies care about people and the society is capitalism.

● Shareholder vs stakeholder capitalism

Shareholder = actionnaire: someone who owns a part of company or business

> Shareholder capitalism = companies are here to make money for their owners (their
shareholders)

“The social responsibility of business is to increase profits.” (Milton Friedman, 1970; the
neoliberal perspective)

Stakeholder = employees, suppliers, the government, customers, the public at large

> Stakeholder capitalism = companies should not only care about their shareholders, but
also their stakeholders: all the people who have a stake in the company’s success

This type of capitalism has come back to the forefront with questioning of neoliberalism.

Customers expect not just good quality products but the companies to stand for the values
they stand for, such as the environment.

25
 ● Social/ societal marketing

“A promotional process whereby a business tries to benefit its customers’ and society’s
overall welfare. The societal marketing approach tends to balance the pursuit of business
profits with consumer desires and society’s best interests.”
> Studies have shown it works on ⅔ of customers
⅔ of customers said that they will not go for a brand that not express itself on a subject they
think that is important for them

II. Theory of basic human values: acting good and being good

A theory that tends to measure the universal values through many cultures and civilisations.

It relies on the theory of basic human values designed by social psychologist Shalom S.
Schwartz.

- Conformity (adapting to social expectation) Security (Harmony) Traditions

(respecting customs) = Conservation (being safe, belonging somewhere)
- Self-enhancement: achievement (personal success) Power (feeling socially
superior, having good self esteem)
- Hedonism (pleasure seeking, looking for gratification) = own category (the forefront
of ad)
- Stimulation (the desire for novelty, challenges in life) Self-direction (independence,
independent thoughts) : Openness to change
- Self-transcendence: benevolence (being good toward the people around you)
Universalism (being good toward humanity in general)

Methodology used at values-based marketing agency Zenzi = freedom, purpose, tradition,

security, achievement and pleasure

Zenzi conducted a campaign for Under Armour. They try to profile their consumers by using
social media and seeing your social media engagement, what you have posted... They have

26
realized that many of the potential clients were achievement oriented, they were active and
outgoing and driven by success.
People like to follow celebrities, so it’s a good idea to make a celebrity carry a message.

According to a 2014 (Edelman brandshare) survey, 87% of consumers are looking for
“meaningful relationships” to brands.

Graph 2

III. Case study: Feminism and women’s empowerment in

advertising?

● “It’s toasted!” Lucky Strike convinces women to smoke in the

1920s

Advertisers played with physical beauty, desperate housewives, fear and self-confidence to
attract women to products.
It’s not only just about your opinion, but also your skills as a housewife.

Edward Bernays, Freud’s nephew and the man who introduced propaganda techniques
into advertising.
In 1928-29, Bernays created the cigarette brand Lucky Strike’s most influential ad campaign
ever to attract women.
The American Tobacco Company sought to expand the market, including women (which
represented only 12% of sales). But smoking was seen as inappropriate for women: they
were not feminine, they were hores.

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He’s idea was to link the idea of smoking to the idea that it would help women to stay skinny,
that smoking is not bad for their health. Women could replace dessert at the end of a meal
by a cigarette. It would help to cut sugar and to stay beautiful for their men.
He manipulates women's self-esteem.

Even hotels put cigarettes in their dessert menus. It sounds much more sophisticated than
desserts, so women tend to take it rather than a dessert. Plus, they pretended to save you
from the dangers of overeating with this cigarette.

“Emphasis by repetition gains acceptance for an idea, particularly if the repetition comes
from different sources”.
> If only ads say that you will be skinnier with cigarettes, you will not believe it. But if the
information also comes from restaurants, you will think that maybe that this is real.

He wanted to make smoking recent: “Cigarettes for progress!”.

He wanted to link the taboo of women smoking to oppression.

He started the “torches of freedom campaign” in 1929. He arranged a small group of elegant
women to walk in the streets of NYC smoking.

"I hope that we have started something and these torches for freedom… will smash the
discriminatory taboo on cigarettes for women and that our sex will go on breaking down all
discriminations”, said Bernays.
He really links smoking to women’s emancipation.

Smoking didn’t come fashionable for coloured women until the 1960s.

He makes the gathering look smotenous, but actually everything was staged (ex: the woman
who talked to interviewers was actually his secretary who was just saying what he wanted
her to say).

First-wave feminism (late 19th century, early 20th): key issue: right to vote and be elected
(but also to get a divorce, financial independence, salary equality…).
1920s: young women going out with men, dancing, drinking, smoking…
Lucky was the first brand among women in 1940.

That year, the revenues of this company rose by $32 million.

Feminism was cleverly used and instrumentalism. Advertisers didn’t care about that but
wanted their sales to increase.

● Advertisers catch on

The figure of women that still advertised in the 50s was a housewife who has to do
everything she can to please her husband.
The woman is the one who is in charge of home, finances, purchases. That’s why they
became the primary target of brands.

● The 70s: two perspectives

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 1. Oil of Olay: “it can help you look younger, too”
You look old = you have to look younger = you will please to your husband

How will a man look at you?

2. L’Oréal: “because i’m worth it”

No man in that ad = i am worth it

How will you look at yourself?

> Beginning of a new era

23/10/2023

Intersectionality = ?
Companies adapt their ads to suit the different countries they advertise in.

“Beach body” ad = summer is here, and you will have to show your body, so you want to lose
weight to be beautiful
> Deface it started to be a marketing campaign: sometimes you can appropriate another
market campaign to advertise your ideas, services or beautiful

When a market campaign fails (sexism), companies can lose lots of money
Ex: Peloton ad→sales dropped by 9% in just a few days

IV. Green advertising & marketing

Sustainable market came with new advertising strategies.

Eco-Bulary

Ecologie (idéologie) = environmentalism

Ecologique = environment-friendly, eco-friendly, ecological (neutral)
La nature = nature, the environment
Le réchauffement climatique/ le changement climatique = global warming/ climate change
L’empreinte carbone = carbon footprint
Polluer/ polluants = pollute/ pollutants
Energie fossiles = fossil fuels
Energie renouvelables = renewable energies/ green energies

● The green dawn

Environmentalism used to be a right wing value.

It changed with the boom of the 3rd wave of industrialization. Economy became a
conservative thing and liberalism became a left wing thing.

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 - 1952: Great Smog of London
Smog = smoke + fog: industrial pollution during few days in London
Thousands of people died because of that

- 1962: Silent Spring by R. Carson = Bible of the environment, first environment effect
cause by pesticides, oil spills, deforestation and industry in general

- 1969: Greenpeace founded

- 1970: first Earth Day, creation of the Environmental Protection Agency (= Ministère
de l'Environnement)

- 1971: Ministère de l’Environnement is created in France

First green parties started to poping:

- 1973: the PEOPLE party in Britain
First environmentalist President in France, René Dumont, elected in 1974

- 1984: Green Party in the US

Environment was becoming popular.

In the 70s-80s marketers started societal marketing on the environment.

Philip Kotler, What Consumerism Means for Marketers, 1971

Consumers started to act differently because of the Cultural Revolution.

In this book, he said that people are becoming aware of the consequences of consumption:
“The real challenge for business is to develop products and marketing practices that
combine short- and long-term consumer values' '.

For him, consumerism is a synonym of the consumer movement: “Consumerism is social

movement seeking to augment the rights and power of buyers in relation to sellers”
> Enhanced consumer information and protection, but also products and marketing practices
which will increase the “quality of life”

Many people thought that the environment was a fad: “Consumerism insists that the world’s
resources no longer permit their indiscriminate embodiment in any products desired by
consumers without further consideration of their social values”.

Advertisers started to catch up and include the environment in their campaigns.

The very first people that started to do this was the government. They don’t want you to
consume a service or a product but to be aware of something.

The first anti pollution ad was “The Crying Indian” by the PSA on the Eart Day in 1971.
> This ad is considered as problematic in the story of advertising: the Indian was an Italian
actor. Western consumerism was destroying the American-Indian legacy.

30
A couple years later, the Environmental Protection Agency did the “Does It Have To Be This
Way?” in 1975.
> This ad informs people about the pollution caused by cars. It’s better to take public
transports to pollute less and to avoid accidents with your care.

It was complicated for private companies to advertise how environmentally-friendly they

were because they were not that interested in that issue.
But they tried to. In 1969-1970 a print ad was made for Westinghouse (electricity company).
Ex: They are building nuclear plants to provide energy, which is clean and safe→they were
sued because of false information (ex: liquids licked in NYC and so water was radioactive =
small nuclear disaster).

Green marketing has been criticized for years.

● The 1980s: From green advertising to “greenwashing”

The term “greenwashing” was coined by environmentalist Jay Westerveld in a 1986 essay
to point finger at the hypocrisy of certain companies.

(White wash something = hide something of someone

> Greenwashing is basically the same thing)

Greenwashing:
- To make people believe that your company is doing more to protect the environment
than it really is (Cambridge dictionary)
- The act of misleading consumers regarding the environmental practices of a
company or the environmental benefits of a product or service (Greenpeace)
- Paying lip-service to environmental concerns to sell more
You present the reality to manipulate people.

(Purple washing = you make people think that you're doing something good for women when
you're not)

A rewarding strategy: 2015, 66% of consumers willing to pay more for “sustainable”
products/ brands (Nielsen poll).
In 2022: 84%

Ex: Chevron (oil and natural gas)→”People Do” campaign (1980s/1990s)

This campaign makes us think that they are protecting polar bears…
In reality, the company was found guilty of dumping billions of gallons of toxic waste in
Texaco.

Ex: Dupont (chemical company)

1989: the Exxon Valdez disaster, one of the largest oil spills in history

Greenwashing is a problem because:

- Money used in ads could be used to eco-friendly campaigns

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 - It give people the idea that we don’t need laws to protect the environment because
the big companies already care about it

● Greenwashing and societal marketing

Ex: Arrowhead’s bottles of water = not very eco friendly because of plastic
The use of recycled plastic is often advertised nowadays: if you have less plastic, you will
generate less pollution, which is great.

But, in reality: how reliable are these figures (ex: 15% less plastic)? Less 15% than what?
Because we don’t need less plastic, we need no plastic

Greenwashing is when a company or organization spends more time and money claiming to
be “green” through advertising and marketing than actually implementing business practices
to minimize environmental impact. It’s whitewashing, but with a green brush.

Ex: Ben & Jerry's was sued by an organical company because they found glyphosate in their
“organic ice creams”

● Mental health break

To sum up:
Corporate social responsibility (CSR) refers to business practices involving initiatives that
benefit society. A business’s CSR can encompass a wide variety of tactics, from giving away
a portion of company’s proceeds to charity, to implementing “greener” business operations

Societal marketing/ advertising: “the organization’s task is to determine the needs, wants,
and interest of target markets and to deliver the desired satisfaction [...] in a way that
preserves or enhances the consumer’s and society’s well-being” (Kotler, 1994)

Stakeholder capitalism: a form of capitalism in which companies seek long-term value

creation by taking into account the needs of all their stakeholders, and society at large.

06/11/2023

Lecture 9: Storytelling in advertising: engaging audiences

I. What is storytelling?

People have always been fascinated with stories.

Historians believe that stories are the very first type of communication between humans.
Stories impact human emotions, perhaps more than anything else.

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 ● Storytelling: the art of telling stories

Storytelling is probably as old as humanity itself (cave paintings). It is an inherent human

need.

It probably had a religious content initially, as well as moral, educative and entertaining ones:
religion, art and entertainment were initially united.
To this day, stories may still include several of these elements.

● What are stories for?

They may:
- Entertain: it’s fun and interesting
- Educate: moral lessons, meanings
- Pass down the values of the group and unify it
- Make sense of the world, of natural disasters, of death, one’s feelings…
- Inspire: give motivation
Stories have a shaping impact on individuals and the society itself.
- Unify a group with shared beliefs and references
- Express and experience innermost desires and fantasies, experience the
impossible, be somebody else, experience another world… Vicarious experience
(you experience experiences through someone else’s experiences)
- Offer Catharsis (Aristotle) = you pure yourself from hunger, devil…

Stories have a psychosocial value: psychological (good for the individual) + social (good
for the community).

“A culture cannot evolve without honest, powerful storytelling.” (Robert McKee)

To make stories, you need a hero which is a person to whom the story happens.
Without a hero, your story will not be cohesive and people will not identify with it.

33
“A hero ventures forth from the world of common day into a region of supernatural wonder:
fabulous forces are there encountered and a decisive victory is won: the hero comes back
from this mysterious adventure with the power to bestow boons on his fellow man”.
Joseph Campbell, Hero With a Thousand Faces (1949)

You may recognize yourself in those characters (exemplary significance) because they have
a common point with you, even if it’s not a positive one.
Identifying with the character is not only identifying with him physically but also identifying
with some of his values.

● Storytelling = the art of telling stories: basic structure of

stories

A story have three parts:

1) Beginning: harmonious situation, or chaotic situation (chaos = absence of harmony)
2) Middle: tension, obstacles, challenges, scary situations, loss of friends…; frustrated
desire, goal out of reach
3) End: resolution and return (or onset) of harmony; goal achieves, safety, justice and
love prevail; protagonist has been transformed by events (must be hopeful in
advertising)

If you want to trigger emotions, it must lead to hope.

In storytelling, there is the need for evolution: physical, moral or emotional journey that will
transform the main character, lead to some kind of liberation, revelation or new
understanding.
Happy ending = triumph over adversity.

The characters are very important:

- The protagonist = the main character; they might be a hero (somebody we admire,
physically but above all morally superior), but not necessarily: could be simply
somebody we can identify with:
- The antagonist = the villain; sometimes there is no villain, and the real problem is
fate, the wilderness, losing someone, one’s own conflicted feelings…
- Adjuvants = allies of the protagonist or antagonist

The theme(s): what story is about, what are the lessons to be drawn, what are the implicit
values conveyed by the story?
> What is the message the advertiser wants to convey!,

II. Storytelling in advertising

Storytelling is something using a narrative structure to communicate a message.

Research shows the value of using storytelling (with substance) in promotion.

34
A Stanford University study found that “stories are remembered up to 22 times more than
facts alone” (FutureLearn)

Storytelling helps build a lasting connection with the brand: why should we care?

The same hotel room is being promoted.

The advertising with a story is worth 5% more.

Stories sell because they have a huge emotional impact:

- Memorable
- Indentification
- Sense/ meaning

35
Storytelling:
- Creates neural coupling, encourages empathy = when your are listening to
someone’s story, your brain will mirrors it
- Stimulates brain activity (attention and engagement, empathy)
- Enhances memory (cortex activity/ dopamine)
- Commands attention
- Change the brain’s chemistry (dopamine, oxytocin)
- Affects behavior: people more likely to donate to charity after being exposed to an
emotional story

Storytelling can focus attention, encourage better memorization, create immersion in a story
world and encourage identification and empathy, leading to a change in behavior.
= Storytelling is the best way to engage and persuade people.

III. Storytelling in action

Storytelling used these emotions too.

Exemples: Samsung VR Goggles, 2017

The emotions used in this ad are: self-enhancement, openness to change…

36
 Born the Hard Way, show during the 2017 SuperBowl
Story of founding a beer, the obstacles and the danger to achieve his American dream.

Google, “Parisian Love”, 2010

Starcraft II, 2017: When Storytelling Becomes Parody

This ad uses all the codes of storytelling (music, obstacles) but it turns to something funny.

My dad’s story: Dream for My Child, 2015 ad for MetLife, designed by Soho Square
Thailand. One of the most shared ads on social media in 2015.
Creating a significant connection with the audience is a good way to make sure that they will
remember your product.

Gilette: “The best a man can be”, 2019

It is an ad about fighting toxic masculinity.

EDF, 2021

13/11/2023

Lectures 10 & 11: The medium of advertising (1): analog

media

You might have a good ad on paper but in the end it doesn’t work because of placement.

It includes the place you put your ad, including media and how people will be exposed to it.

I. The media mix strategy

In general, media means a support on which you will display your ad.

There are two different types of media:

- Analog
- Digital media

● The media mix

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(One medium→two media)

The media mix is a combination of advertising platforms (newspapers, radio, TV, billboards,
email, social media…) employed in meeting the promotional objectives for a marketing plan
or campaign.

An advertising campaign is a coordinated series of connected advertisements with a single

idea or theme.
It will be broadcast through different meanings.

You will not reach the same part of your target audience with different types of platforms.

● Media planning

This is the process through which marketers will determine where? who? when?

- Choose among major media platforms (newspaper, magazines, social media…)

- Select specific media entities (newspapers, magazines, social media…)
- Decide on media timing (when and how often should the ads be shown?)

RFI: Reach, frequency and impact:

38
 1. Reach: the number of people (“prospects” = a potential client) exposed to an
advertising message at least once during a given period of time
> How many people will we touch with your ad?
If you want a wider audience, you will pay more.

2. Frequency: number of times an advertising is seen by one individual during a given

period of time
You want your ad to be shown several times so people will remember it, but not too many
because people will be used to it and will not show attention to it anymore.

3. Media impact: the degree to which the message is engaging the prospect (harder to
measure, importance of adequate media for a product)
You might want to put it in a serious magazine, and it will be more impactful than on tik tok.
It is easier to broadcast your ad in trusted media.
All depends on the product/ service you want to ad and how who you want to reach.

Timing is also important: if you want to reach housewives, children, elderly, you will not
broadcast your ad at the same time.
Same if you want to ad a christmas product, you will not broadcast it in June.

II. Analogue media and ads

The analogue media means massive devices displaying activity in unidimension.

Or it is based on a continuous signal and usually physically contained by a device.

Ex: Fon-based media (signs, letter, leaflets), print media (book, newspaper, magazine),
broadcast media (radio, television), telephone, records, audio cassette, film, photography,
video…

● The Press

1) Newspapers
(Even on line, it’s still “print media”!)

They are used for print ads, which are statistical images or text.

UPSIDE of newspapers
- If you're using national newspapers, it has a mass reach (a big audience).

Newspapers on line dominate the market nowadays.

(In France, 70% of print news consumption is carried on line.)

- Newspapers are flexible (you can easily change ads).

- It also has good local market coverage.

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 - It tends to have high believability.

DOWNSIDE
- Those ads are short lived.

- They tend to have poor reproduction quality.

If you have a beautiful image, it must be disgusting in the newspapers.

- They may have a smaller circulation than TV.

(Ex: The most read newspapers in France are Le Figaro, Le Monde and L’Equipe)
If you want to have a mass reach, you must ad your product/ service in several newspapers.

- They tend to have a declining readership and are increasingly being replaced.

2) Magazines

UPSIDE
- High demographic and geographic targeting.
If you have a specialized publication in a magazine, it is easier to know which target
audience you will reach.

- Better image quality than newspapers.

> Coloured, glossy paper…

DOWNSIDE
- Can be expensive because they cost more to produce than newspapers.

- Difficult to schedule ads: not as frequent as newspapers.

Sometimes you have to complete your ad some time in advance to make sure that it will be
in the magazine.

● Screens, big and small

1) TV commercials

Watching TV is still today the top one leisure activity in most countries of the world.
The average daily TV viewing time in Europe is 3h46 per day in 2022.
The average daily TV viewing time in the US is 2h54 per day in 2022.

It does mean that TV advertising offers the advantage of reaching a large number of people
with one single time exposure.

The viewership for TF1’s 8pm news report on November 10 2023 was 5,14 million people
(26,2%).

UPSIDE

40
 - That has a proper mass audience much bigger than newspapers.

- You have a good market coverage and a low cost per exposure (it doesn’t mean that
is cheap but that you have a good ration price/ visibility and so it is a good
investment)

- Multimedia messaging (sight, sound, emotion)

DOWNSIDE
- The absolute costs are super expensive!
Ex: If you want to advertise in the Super Bowl, you can count 7 million dollars per 30 secs.

- Fleeting exposure = you have to show the ad several times to increase the number of
people who will remember it (a single viewer needs to be reached at least 5 times)

Sometimes, you will have a program at a normal volume and when it’s ad time, the volume
will be higher so people will still pay attention to it.

- You have less audience selectivity.

The problem with mass media is that it is not very targeted and there will be a lot of waste
(you will advertise for people who just don’t care about your product/ service).

2) The new commercial: product placement and native

advertising

A product placement is an advertising technique used by companies to subtly promote

their products through a non-traditional advertising technique, usually through more or less
discrete appearances in film, or television.
It is also called “embedded marketing”.

Ex: Duracel advertising in “The Matrix”

Nike advertising in “Forrest Gump”

Native advertising it’s a type of ads that matches the function of the media it appears in.
The ad and the content of the platform fit seamlessly. Indeed, they are indistinguishable from
the medium.
They are everywhere.

It is so seamless that it doesn’t look like an ad but more like a report.

The problem with those ads is that they tend to reduce ad recognition. When you advertise,
you should admit that you are advertising and not to manipulate people.
They are very prevalent nowadays.

It makes you think that you are not being sold something.

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 3) The radio

UPSIDE
- Radio on the Internet and mobile devices: new audience.

- Good local market coverage.

For small businesses, radio is a very useful media.

- Special interest groups easily reached.

If your store is in Lyon, you will use Radio Lyon.

- Comparatively a low cost media compared to the other.

DOWNSIDE
- Not ideal for direct response ads (low information retaining).
You will capture less details because you don’t have an image, just an audio.

- Low audience compared to TV for instance.

4) Packaging

= Advertising something on the product itself.

It is something you can do with cross-promotion

Cross-promotion is one ad or a set of ads that are designed to help a company sell two
different products, or help two different companies sell their products or services together.

A tie-in is a type of cross-promotion, and it is a product, an advertisement or promotional

action connecting one brand or product with another or with a popular event.

20/11/2023

Example of unfortunate media timing for an ad:

Australian K-marts had just started advertising their “ham pag” to keep Christmas ham fresh
in the fridge
> “Merry Ham-mas” > Ham/ Christmas or Hamas

5) Outdoor advertising

Ex: Street painting, grafitis, ads in subway stations…

UPSIDE
Painting a wall is not too expensive and it is quite effective because it has lots of local
exposure.

DOWNSIDE

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People started complaining of visual pollution.

Backlash against outdoor advertising

Subvertising = the practice of making spoofs or parodies of corporate and political
advertisements to make a statement.

Sometimes you can create a fake ad that looks like a real ad, but the message it’s not the
message that the brand would want to convey to the public.
Ex: McDiabetes placed where regular ads would be placed so people can look at this.

● Bonus: street marketing

Street marketing goes through unconventional media platforms in the street, like street
furniture, to take consumers by surprise.

Part of guerilla marketing: A marketing tactic in which a company uses surprise and/ or
unconventional interactions in order to promote a product or a service. The term was
introduced by Jay Conrad Levinson in 1984.

Inspiration of street marketing: street art.

Innovative way of being different and breaking through the clutter. More focus on reach than
frequency. Examples here are closely related to viral marketing.

III. The medium of advertising: digital advertising

Digital advertising is the practice of delivering promotional content to users through various
online and digital channels.
It leverages media such as social media, email, search engines, mobile apps, affiliate
programs and websites to advertise.

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Advertisers are investing in mobile phones because it became the place to be.

If you want to advertise, advertising online is crucial.

What we consume online has to be free, but if it is free is that you are the product.

1) Search (engine) marketing

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Through paid efforts (ads on search results page). A method of placing online
advertisements on web pages that show results from search engine queries.
> Sponsored content
Mainly used by Google

The most used tool is the pay-per-click, a model of internet marketing in which advertisers
pay a fee each time one of their ads is clicked.
Google Adwords: marketplace for search words.

The advantage is that it is mass media, but it is very targeted.

The disadvantage is that it is expensive.

Search engine marketing is the best tool for digital marketing.

2) Display advertising

Display advertising is defined as a mode of online advertising where marketers use banner
ads along with other visual ad formats to advertise their product on websites, apps, or social
media.

Google is the top search engine globally, with an 86.86% market share worldwide.

Google knows whom to advertise because most people allow google to have access to their
web activity, location history and youtube history.
So they will have information about you and on what you are interested in.

How to target people as the algorithm is complicated?

- Contextual advertising/ targeting
Advertising on a website that is targeted to be relevant to the page’s content.

UPSIDE: better targeting based on the content of a webpage and a user’s browsing history
DOWNSIDE: contemporary concerns about privacy

- Behavioral targeting
Gathering as much information as possible about a user based on their data, browning
history and behavior (through cookies).
It establishes a user profile.

It is similar to retargeting (remarketing) which is following a user who has just left a website
and offering them ads from that previous website.

Types of display ads

- Banner ads = an ad that appears when you enter a webpage at its bottom, sides or
top. The ad has nothing in common with the website on which you are.

UPSIDE: Not as intrusive

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DOWNSIDE: Low click-through rate

- Pop-up ads (new window) =

UPSIDE: Good tracking, videos

DOWNSIDE:Rather archaic today, ad blockers

- Interstitials (same window, cover at least part of the webpage, interrupts video)

UPSIDE: Force interaction, grab user’s attention

DOWNSIDE: Interruption, so intrusive and annoying

- Overlay ads (semi-transparent banner on video clips, if you try to close it, you go to
the website)

Ad blocking

3) Social media advertising

Social media: websites and apps that enable users to create and share content or to
participate in social networking.
Ex: forums, microblogging, social networking, social bookmarking, social curation, wikis…

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Social CRM (customer relationship management): the use of social media services to allow
organizations to engage with their audiences.

Viral marketing: techniques predominantly using social media to increase brand or product
awareness through self-replicating viral-like processes.
> Seeks to spread information about a product or service from person to person by word of
month or sharing via the internet, especially social media.

On youtube, there are:

- Pre-rolls
- Mid-rolls
- Post-rolls

But there are also influencers (youtubers).

They have ad revenues from roll ads but you also can be paid to have a product placement
on their youtube videos.
The price depends on the number of views.
Ex: Ryan Kaju, 26 million dollars in revenues in 2019
> Over 111 million views

McDo denied to be a partner in this video.

27/11/2023

Lecture 12: Political advertising: selling power

Media has a fundamental role in politics.

Campaign advertising: the use of an advertising campaign through the media to influence
a political debate, and ultimately, voters.

In France you cannot campaign more than 6 weeks whereas in the USA, the campaign lasts
1 year. It is also extremely expensive, more than any campaign for anything else (11 billion

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dollars in 2020 to advertise Trump and Biden compared to 16 million euros to advertise
Macron in 2017).

Campaign advertising: the use of an advertising campaign through the media to influence
a political debate, and ultimately, voters.

I. Early ads

Kennedy, 1960 ad
It looks funny and kitsch, but it started a video ads tradition.

Les Jeunes Avec l’UMP 2010

It was a big success and was broadcasted in the USA and in the UK.
It is the same style as the Kennedy ad.

“Daisy girl” (1964)

It was broadcasted once on TV and then it became a classic.
It was broadcasted at the beginning of the Vietnam War when Johnson was trying to be
reelected.
This ad has been credited with the most important factor: catastrophism = it’s going to be a
catastrophe if the other guy wins, which is very used in political ads.

Reagan campaign film (1984)

It is a positive, feel-good ad with lots of symbolism (Statue of liberty, kids which are the
future, the army, the song “I love the USA”).

II. Recent campaign ads

First Obama ad (2008)

It is slightly different because it is a bio ad: telling about the candidate’s personal story,
making him into an actual human being, introducing him to voters.
There is also the insistence on bipartisan (a consensus candidate), the idea of union and
working together, which is different from the other ads.
It is an inspirational ad, inspired by the humanity and good work of the candidates.

Trump’s first ad (2016)

This ad is based on fear: fear of foreigners, immigrants, the other politicians…
It is a “us vs. them” (the enemy) ad.
“Let’s make America great again” = conveys an idea of nostalgia of a lost power that the
USA used to have = idea of return to lost glory.
He is the guy who will save the Americans.

Trump’s 2020 campaign

There is a certain form of nationalism, a manifest destiny rhetoric (America has the destiny
of leading the world).
It looks like he is attacking someone.

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Biden’s 2020 campaign
He is campaigning on people. There are not many symbols or shots of him, but more of
people who support him. We can see diversity, inclusivity (hijabs, black and white people),
unity.
The ads show him as the man of the people.
“Our best days are ahead of us”: jab at Trump’s make America great AGAIN.

General conclusion:

Advertising is about persuasion and manipulation.

Advertisers want to make you believe that the audience has the power.

Semester 2: The entertainment industry - cinema and

television

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