8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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INTEGRATED MARKETING
COMMUNICATIONSWeek 5 Lecture
Advertising &
Interactive Marketing Communications
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Learning Objectives
• Understand the role advertising plays ininfuencing and engaging audiences
• Appraise the nature and characteristics ointeractive marketing communications
• Consider ho some tools o the
communications mi! can "e usedinteractively
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Advertising definitions• Any paid orm o non#personal presentation and
promotion o ideas$ goods or services "y anidenti%ed sponsor '(otler et al )***+
• Communication via a recogni,a"leadvertisement placed in a de%na"le advertisingmedium$ guaranteeing delivery o an unmodi%edmessage to a speci%ed audience in return or anagreed rate or the space or time used 'Crosier$)***+
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Advertising Strengts ! Uses
Strengths • High level of Control• Low unit cost• Can reach mass audiences
quickly
Uses Build awarenessCommunicate positioningCreate brand dierentiationDevelop and maintain brandsSupport and legitimise saleseorts
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Advertising Criticis"s ! S#stainabi$it%
Iss#es
• -conomic # Anti.competitive 'di/erentiation0+
• -nvironmental # -ncourages unnecessary consumption
• Moral – 1eneral 2edonism undermines morality
– 3peci%c 4ulnera"le groups$ misleading ads
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Advertising Criticis"s ! S#stainabi$it%
Iss#es
• usiness$ aste o money
– 6IM3 study concluded that advertising has apositive e/ect on "usiness success and corporatepro%ta"ility
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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&o' does advertising 'or()
• 3trong theory o advertising '7ones$ )**)+
• Weak theory o advertising '-hren"erg$ )*89+
• Cognitive processing 'Lut, et al )*8:+
• -clectic models o advertising ';he -la"oration Likelihood Model '6etty and Cacciopo$ )*8:+
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Figure 9.3 Cognitive response model of advertisingSource: Article in Advances in Consumer Research by J. Lut et al. Copyrig!t "9#3 by Association for Consumer $esearc!. $eproduced %it! permission of Association
for Consumer $esearc!
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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&o' does advertising 'or(*Cognitive +rocessing Mode$
• 3ource oriented thoughts? thoughts a"out the source othe message 'eg credi"ility$ annoying$ trust$ distrust+
• Message thoughts? attitudes toards theadvertisement itsel 'eg advertising @uality$ creativity$tone$ and style+
• -!ecution thoughts? thoughts concerning the designand impact o the message
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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&o' does advertising 'or(*Cognitive +rocessing Mode$
• ) What types o thoughts do you havehen atching this advertisement0
• &asy Lamb $oast Ad
https://www.youtube.com/watch?v=b_VIu56Hqo0https://www.youtube.com/watch?v=b_VIu56Hqo0
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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E$aboration Li(e$iood Mode$* Centra$Ro#te to +ers#asion
Central process? process in hich attitudesare ormed rom a thoughtul consideration orelevant inormation
• >hese attitudes are very sensitive to thestrength or @uality o the relevant inormationpresented
• Advertisements descri"ing "rand advantageslead to more avoura"le opinions
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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6B-3->A>I; >I>L- AD AU>2;B!
• >hepersuasivenesso an ad
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Figure 9.' (!e elaboration li)eli!ood modelSource: *ased on Aa)er et al. +"99,-
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Elaboration Likelihood Model: Peripheral
Route to Persuasion
"eripheral process? leads to the ormationo opinions ithout thinking a"out relevantinormation
• ;ten attitude toard an ad is an important
determinant o advertising e/ectiveness inshaping opinions
• 6eripheral cues? stimuli devoid o product#relevant inormation
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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#$%$& 6B-3->A>I; >I>L- AD AU>2;B%
• Lo
cognitivecapacity
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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BEST AD EVER - Winner O !"#" Best TV Ad$ertise
%entA&ard
'!( Whi)h route to persuasion do *ou think applies
&hen people see this ad$ertise%ent+
Elaboration Likelihood Model
https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+https://www.youtube.com/results?search_query=Winner+Of+2010+Best+TV+Advertisement+Award+
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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In S#""ar% 'dvertising can be used to(
• Inorm
• Infuence consumer attitudes toards the product or"rand
• Bemind
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Te Canging Nat#re of Mar(etingCo""#nications
Source Message
Receiver 1
Receiver 2
Receiver 3
)raditional *arketing Communications(
• ased on a single#step communication model
Receiver n+1
Advanced 'eb
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Advanced 'ebCo""#nication Mode$
Eill
T&o-&a* )o%%uni)ations
a%on,:
• Company - customer • Customer - customer
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Interactive Mar(eting Co""#nication Too$s
• 6ortal Advertising
• 3ales 6romotion
• 6u"lic Belations• Direct Marketing
• -#sponsorship
• 6ersonal selling
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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On$ine Advertising• Ideal or "anner type advertisements
• >argeted "y key ord triggersFCookies
• Why "anner adverts0 – Anticipation that they get clicked
– 4isitors vie either consciously or su"#consciously
• Costs reducing
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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On$ine Advertising
• +,- Have you ever intentionally clicked on anonline advertisement.
• /hy.
0Sep0# 6B-3->A>I; >I>L- AD AU>2;B!!
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“Lonely Planet books provide independent advice.Lonely Planet does not accept advertising inguidebooks, nor do we accept payment in exchange forlisting or endorsing any place or business. Lonely Planet
writers do not accept discounts or payments inexchange for positive coverage of any sort.” 'Wheeler$=GG5$ p =H)+
2mmmm
• Advertising on Lonely 6lanetcom =G)5
On$ine Advertising
http://www.lonelyplanet.com/featureshttp://www.lonelyplanet.com/features
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Sa$es +ro"otion• ;nline or to mo"ile phones
• Jou gain points through sur%ngFvisiting the e"site
• ;nline promotional codes # redeemed hen makinga purchase
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Interactive +#b$ic Re$ations/hat.
• Used to present the organisation to stakeholders
• esletters$ media releases$ annual reports
• -#mailing list o stakeholder recipients
/hy.• -!pected o a company to "e transparent
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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Direct Mar(eting On$ine• -mails a direct marketing tool # no geographical
"oundaries
• -ncourages W;M .spreading the ord called viralmarketing . an inormal approach
• Consider 1mail ith over :5Gmillion active users
+ &- Have you ever attended to a direct marketemail sent to you.
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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E,s-onsorsi-• We"sites are unded through on line
sponsorship deals
• /hy. – to achieve pro%t o"Kectives$ so the e"site
can e!ist
• 3ponsored content sites include nespapersand maga,ines
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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+ersona$ Se$$ing
• 6roduct customisation . Dell allos you todevelop you uni@ue 6C system
• 3chuh
http://www.schuh.co.uk/?cid=PSchuhMisspellings&_$ja=cgid:1595249531%7Ctsid:34908%7Ccid:13842127%7Cnw:g%7Ccrid:63177669911%7Crnd:695774305680861160%7Cdvc:c%7Cadp:1t1%7Ckw:schuz%7Cmt:e%7Cpm:&gclid=CPSHtvPb2sMCFYLItAodPQ4APQhttp://www.schuh.co.uk/?cid=PSchuhMisspellings&_$ja=cgid:1595249531%7Ctsid:34908%7Ccid:13842127%7Cnw:g%7Ccrid:63177669911%7Crnd:695774305680861160%7Cdvc:c%7Cadp:1t1%7Ckw:schuz%7Cmt:e%7Cpm:&gclid=CPSHtvPb2sMCFYLItAodPQ4APQ
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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E.a" infor"ation
• 3imilar structure to last year
8/18/2019 L 5 - Advertising and Interactive Marketing Communications STUDENT
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+re-aration for /ee( 0 $ect#re
• Bevie lecture slides
• Bead Eill '=G))+$ pp =8*#=** & Chapter )=