MKIB257

Integrated
Marketing
Communications
Lecture 5 - Advertising
Dr Lauren Sinton, Module Leader
Reminder for
Me!
Can all students please sign in using the code provided 
Lecture Objectives…

• To be able to define advertising and understand

its role
• To understand what makes advertising effective
• To analyse how advertising messages are
transmitted
 What is Advertising?

•It is common to see advertising as a form

of message rather than a form of media
•But advertisements are not just
messages, they are delivered to audiences
through screens, machines, street
furniture, paper and speakers, each of
which influences advertisers,
advertisements and consumers in different
ways
•The task for marketers is to find a way to
use these objects for advertising without
turning them into adverts!

Cluley and Nixon (2019) What is an advert? A sociological perspective on marketing media
 Persuasion

According to Friedstad and Wright’s (1999) persuasion knowledge model, when a

consumer perceives a text as an attempt to persuade them, it loses its power to persuade

When consumers perceive an object as an advert, it ceases to work effectively

Contemporary resistance to advertising organized by the likes of AdBusters etc hijacks

advertising objects to reveal their persuasive ambitions

Cluley and Nixon (2019) What is an advert? A sociological perspective on marketing media
Definition
• Defined as “any form of communication that
serves to achieve one or more of the
following: to inform, to advise, to persuade,
to remind and to provide information to aid
the process of informed decision making on
the part of the consumer”
• The word advertising means drawing
attention to something, or notifying or
informing somebody of something (Dyer,
1982)
A Practical
Definition…
“…advertising is a paid-for promotional message
from an identifiable source transmitted via a
communication medium” (Hackley and Hackley,
p13)

Communication mediums include:

• TV
• Radio
• Social media
• Billboards
• Magazines etc….
 • Savvy consumers

Current Context for • Fragmented media (multiple channels)

Advertising… • Eyes on the bottom line

• Retailer power
 • Inform

The Functions of For example new product launches, usage ideas, value propositions etc.
• Persuade

Advertising… To change perceptions, alter attitudes

• Sell!
Promotion, positioning, drive brand switching etc.
The Purpose of Advertising…

• Create awareness of the product/brand

• Provide essential information (where to
buy it)
• Build a brand image
• Remind consumers to try, buy, use the
product/brand
“The creative efforts of many national
advertisers are designed, not to induce
immediate action, but to build favourable
attitudes that will lead to eventual
purchase” (Dhalla, 1978)
 • Demonstration… ads that demonstrate how well the product works
• Problem solution… ads where a problem is identified and then a solution
offered
• Testimonial… a person tells us why they use the product (good for a ‘dry’ or
complicated product)
• Endorsers… similarly, where a person with credibility recommends the

Types of
product
• Emotional Appeal… ads that may appeal to our hearts or heads through
humour, fear etc.

Advertising… • Concept… ads designed to influence attitudes to a brand, objective is more

long-term
• Promotional… short-term results to influence purchase behaviour rather
than long term attitudes
• Response… message has an offer, call to action – like a coupon or flyer
• Adverts can be more than one of the above
Demonstration
Ads…
Problem
Solution
Ads…
Testimonial
Ads…
Endorser
Ads…
Emotional
Appeal
Ads…
Concept
Ads…
Promotional
Ads…
Response
Ads…
Advertising and the IMC
process
• Advertising is a major component of IMC - 41% of all
marketing expenditure
• Role of advertising varies - most visible in B2C, primary
communication vehicle
• Business-to-business sector - Supporting role
• To establish the place of a brand in the market by raising
awareness of its existence and imparting information about
its attributes and benefits to potential consumers
• To place a brand into a pool of alternative products or
brands that consumers would consider to satisfy a given
need
What is the Role of Advertising?

To build brand To build brand

To inform
image awareness

To support
To encourage
To persuade other marketing
action
efforts
Building Brand Image
Building brand image begins with raising brand awareness

Consumers need to recognize the brand

Successful brands possess two characteristics:

• Top-of-mind are the brands a consumer mentions first when asked about
brands in a particular product category
• Top choice is the brand within a product category that consumers prefer the
most
What Makes
Advertising Effective?
(1)

The most effective

advertising secures the
place of a brand in a target
consumer’s consideration:
• the advertising message must be
clearly transmitted through a
medium or media that reach the
target consumer
• the consumer must register and
process the message to a greater or
lesser degree
• the consumer must develop or
retain a positive disposition toward
the brand
What Makes
Advertising Effective?
(2)
Media selection is crucial
• Media-usage habits of the target
market
• Matching the audience
characteristics of media
• Used in both B2B and B2C media
• Earlier involvement of media
companies in the ad
development process
 How Does the Process of Advertising Work?

THE UNDERLYING PREMISE OF ALL ADVERTISING IN THE CONTEXT OF ADVERTISING, THE FOCUS IS ON MOST MODELS FOCUS ON A ‘HIERARCHY OF EFFECTS’
COMMUNICATION IS THE TRANSMISSION OF A THE PROCESSES OF DETERMINING IMPACT AND IN WHICH ADVERTISERS LEAD CONSUMERS THROUGH A
MESSAGE FROM ONE PARTY (AN INFORMATION OUTCOME SEQUENCE OF STEPS UNTIL THEY REACH A DECISION
SOURCE) TO ANOTHER (THE DESTINATION) VIA ONE OR
MORE MEDIA
AIDA –
Hierarchy of
Effects Model
 Alternative Hierarchy of Effects Models

AIDA model • Awareness • One of the earliest models for the management of marketing
by Lewis • Interest communications
• Desire • Proposes that consumers move from one stage to the next
• Action on the way to consumption
• Based on sequence of states

DAGMAR model • Awareness • Provides an improvement on the sequential model by

(Defining Advertising • Comprehension relating it to the objective to be achieved
Goals for Measured • Conviction • Suggests that any stage could provide the objective for
Advertising Results) • Action marketing communications independently of the rest
by Colley • Indicates that results could be measured

ATR model • Awareness • More useful in the cases of larger brands

by Ehrenberg and • Trial • Followed largely by brand loyal consumers
Goodhart • Reinforcement
Critiquing Hierarchy of Effects Models

Advantages
• Identifies the steps consumers make in the buying decision
• To encourage brand loyalty all steps must be present
• Thus, this approach highlights the various responses that advertising or other marketing communications must
accomplish

Disadvantages
• Some of its underlying principles have been challenged (e.g. Howard and Barry, 1990)
• Sometimes consumers make a purchase first and then later develop knowledge, liking, preference and conviction
• Not true for commodity products, socks etc where brand name is not remembered
• Critics question the assumption that there is a direct causal link between advertising and sales
•The causal link proposed by these models suggests that a brand’s share of total market sales should be a direct
reflection of its relative share of advertising
•So new brands whose launch activity includes high levels of advertising should automatically see high levels of
sales

Hirschman and Thompson (1997) Why Media Matter: Towards a Richer Understanding of Consumers’ Relationships with Advertising and Mass Media
Barry and Howard(1990) A review and critique of the hierarchy of effects in advertising
Production of
Meaning

• Audience members bring to their

viewing of mass media vehicles a wide
range of unique personal experiences
and a wealth of socially derived
knowledge grounded in their
occupation, gender, age, social class, and
ethnicity
• Audience members actively construct
the meaning of advertising from their
particular vantage points
Let's Take a Break 
Transmission of the Advertising
Message Through the Media (1)

1. There should be a clearly defined target

audience:
• If advertisers are unsure of who they are trying
to communicate to, they will struggle to
formulate an effective message or select an
appropriate set of media to reach them
• The target audience should be defined in
terms of their demographic profile, their
geographical location, their underlying values
and attitudes towards the product area and
competitor brands and any patterns of
consumption
 Clear
Target
Audience
 Transmission of the
Advertising Message Through
the Media (2)

2. The target audience should have access to the

advertising media:
• If the target audience cannot access a
particular medium, then they will not receive
the message
• For example, the use of banner advertising on
websites would be inappropriate if the target
audience for the advertising message displayed
a low level of computer ownership

https://www.forbes.com/sites/forbesdigitalcovers/2018/07/
11/how-20-year-old-kylie-jenner-built-a-900-million-fortune
-in-less-than-3-years/#1ac0883baa62
Transmission of the Advertising
Message Through the Media (3)

3. The advertising message should be in a form that

the target audience can understand and process:
• It is important to understand any potential
limitations that might prevent the target audience
from being able to process or respond to an
advertising communication
• Levels of literacy and numeracy should be
considered in the construction of any
communication together with any physical
limitations that the target population might
experience
Transmission of the
Advertising Message
Through the Media (4)

4. Consumer involvement affects the degree to

which a consumer registers and processes an
advertising message
• Where a consumer experiences high levels of
involvement with a product class, there is
evidence that he or she will be more attentive
to brand related communications and will
process them more actively than would be the
case for a low involvement product area
• For the majority of product areas, consumers
experience low level involvement and
therefore in order to engage them,
advertisers must generate involvement
through the creativity
Examples of Creativity…
Examples of Creativity (2)…
Defining Creativity

• Creativity is defined as “the production of

novel and useful ideas by an individual or
by groups”
• For marketing professionals, creative ideas
need to be generated in a form that can be
translated into solutions that address
corporate and marketing objectives
• Within a marketing context, a truly creative
idea is one that not only possesses
originality but is also appropriate to a
given market situation
Lynch (2019) Advertising industry evolution: agency creativity, fluid teams and diversity. An exploratory investigation
Why Be Creative?

Creativity can maximize the chance that the target

consumers will actually take sufficient notice of the
advertising message

Creativity enhances the chance that, once received,

the consumer will process the message in a way that
will support the overall objectives of the campaign

Creativity in an IMC campaign facilitates recall

Lynch (2019) Advertising industry evolution: agency creativity, fluid teams and diversity. An exploratory investigation
 Metaphors

Similes

Puns

Engaging Negatives

Message Rhythmic/Unconventional sentence structure

Involvement Unusual spelling

Partial messages (teasers)

Shock tactics

Size

Duration
Creating
Appeal
• Emotional Appeal
• Personal Appeal
• Social Appeal
• Fear Appeal
• Humor Appeal
• Sex Appeal
• Music Appeal
• Scarcity Appeal
• Rational Appeal
• Masculine/Feminine Appeal
• Brand Appeal
• Snob Appeal
• Adventure Appeal
• Less than Perfect Appeal
• Romance Appeal
• Youth Appeal
• Endorsement
• Statistics
• Plain Appeal
• Bandwagon Appeal
• Sensitivity Appeal
 What
Appeal/s
does this
Ad use?
Ad Liking
• ‘Ad liking’, is defined as “the degree to which
the audience likes a particular advertising
message”
• It has been shown to be linked to advertising
recall, the effectiveness of a campaign and has
a significant impact upon purchase intent
• Advertising campaigns with high levels of ‘ad
liking’ tend to include dimensions of
entertainment, personal relevance and
empathy
• Those with low levels of ‘ad liking’ tend to be
overly repetitive, and confusing
KPIs

• ‘Reach’: the estimated size of the audience that

would have the opportunity to see an
advertising communication
• ‘Frequency’: the average number of time a
member of the audience is likely to have been
exposed to the advertisement
• ‘Gross Rating Points’: describes the ‘size’ or
‘weight’ of any advertising campaign, it is
calculated by multiplying ‘Reach’ by ‘Frequency’
Ad Exposure
•The Krugman proposition: at least three exposures to the
advertising message are necessary as:
• At exposure 1, it introduces the audience to the
advertising message
• At exposure 2, they have the opportunity to process its
content and
• At exposure 3, they recognize it
Too Much?
• This process is described as wear-in; a form of
habituation in which any hostility to a new or
unfamiliar message is overcome
• However, from this point onwards, a process of
wear-out may occur in that the additional value
obtained from each further exposure decreases
as a process of disengagement begins
• This process is prompted when the audience
experiences boredom, a decreased opportunity
to learn and a negative reaction against the
repeated message
Preventing Wear Out

There are several tactics that can be used to prevent

wearout:
• Different versions of advertisements may be
rotated to keep the message fresh
• An advertisement may be withdrawn for a period
of time before being reintroduced
• Most large companies maintain tracking research
programmes (see Chapter 16 of Eagle et al. for a
more detailed discussion) that monitor the
performance of marketing communication
elements and which should detect wear-out
before it becomes a major barrier to
communications
This Weeks Reading…
Core reading: Eagle et al. Chapters 11 and 5
Recommended reading:
Clow and Baack chapter 5 and 6
Fill Chapter 14
Hirschman, Elizabeth C. and Craig J. Thompson (1997), “Why Media Matter: Towards a
Richer Understanding of Consumers’ Relationships with Advertising and Mass Media,”
Journal of Advertising, 26 (Spring), 43–60.
Additional reading:
Cluley, R. and Nixon, E., 2019. What is an advert? A sociological perspective on
marketing media. Marketing Theory, 19(4), pp.405-423.
Lynch, J., 2019. Advertising industry evolution: agency creativity, fluid teams and
diversity. An exploratory investigation. Journal of Marketing Management, 35(9-10),
pp.845-866.
Thank you for
listening 
Any Questions?