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Marketing Communication, session 4, the 23rd of September 2015

Sine Just

on 23 September 2015

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Transcript of Advertising

Message strategy
1) Definition
2) 'Traditional' vs 'new' forms
3) Message strategy - creativity

4) Guest speaker
...any paid communication through a media by an organization or individual in order to promote a product/service/organization/individual

Types of advertisement:
1) theme (generate awareness)
2) action (generate behaviour)
3) information (transmission)
1) target group
2) communication objectives
3) message formulation - story creation
4) media selection and planning
5) budget
6) evaluation...
From advertising 1.0 to advertising 2.0
- is Big Data such a Big Deal?
Ad research

Focus: conveying core message (perceived benefits) to consumers/end-users/target audiences:
1) Functional benefit - USP (unique selling proposition)
high number of information cues
rational appeals (e.g. demonstration, problem solution, testimonial, comparison, real-life application)
2) Non-functional benefit - ESP (emotional selling proposition)
low number of information cues
emotional appeals (e.g. happines
s, hope
, love, risk, sex, endorsements, music, visuals)
To improve both internal and external knowledge about the process and its outcome:
1) Preliminary research (market analysis, product/service analysis and review of former campaigns)
2) Pre-testing (during development, test ideas on potential targets)
3) Post-testing (after launch, test the perception of the campaign)
4) Evaluation (after completion, evaluate the WHOLE process)
Content (what) vs. form (how)
Divergence - relevance
Production - reception
Ad response - brand response
Creative brief
Sine N. Just
23rd of September 2015
What has changed? What remains relevant?
The myth of advertising

• Discuss the relationship between a specific marketing communication campaign and broader marketing/branding strategies based on the theories of the course.
• Identify and detail target audience(s) and objectives for a given marketing communication campaign and discuss their appropriateness based on theories covered in the course.
• Select relevant marketing communication disciplines and tools and explain their relevance through theoretical frameworks covered in the course.
• Identify and describe relevant media for a given campaign and explain why they are relevant based on the covered material.
• Explain and evaluate the effectiveness of elements within a marketing communication campaign based on the covered evaluation tools.
• Construct a professional marketing communication budget based on the covered material.
Learning objectives
Disciplines vs tools
- which can you think of?
- Does advertising challenge or preserve cultural norms?
Key take-aways
New process of advertising
Analytics 2.0 - before, during, and after
Media convergence, audience collaboration
Purchase journey and CLV
Same creative process
For next time
What is the relationship between MC and PR?
How should we use PR in MC?
Full transcript