ALA101 Lecture Notes - Personalization, Competitive Advantage, Brand Loyalty
ALA101- Advertising Principles and Practices Class
WEEK 1: Advertising: Past, present, future
Define the concept of advertising
We all live a breath with, its so common maybe it has no meaning.
Advertising- “any form of pre-determined communication that’s uses media or a form of activity to
reach audiences in the most cost-efficient way, to achieve the marketer’s objectives” (Moriarty et al.
2015)
Main points: pre-determined, cost-effective
Advertising- “is brand initiated communication intent on impacting people’ (dahlen and rosengren,
2016)
Main points: impact
Advertising- “markets are conversations” (searls and Weinberger, 1999)
Main points: its not one way, its to way needs to be a conversation
Explain the key role of advertising
- Marketing- product (the development, service, item or idea), price, place (where it is
distributed) and promotion (where advertising exists, explain the benefits of the product)
- Communication- image (brand) creation and selling style (hard sell approach “buy this”,
brand story/soft sell approach enriches the product)
- Economic- creates demand, allow comparison (mouth piece of capitalism)
- Cultural- reflects (and directs?) how we live (can enhance, can irritate, influences how we
live our lives either good or bad way)
Discuss advertising objectives and effects
Advertising solves organizational problems through communication.
The problem maybe is females don’t see it as a brand for them, make a female hero in the ad.
Maybe people were getting tired of the ads so change it up.
How does it work?
Needs to start with a strategy (seeks to tell us where we are now what we need to do in the future
what the problem is and how to solve it)
Then idea (creative people make the solve the problem, unique and impactful)
Execution follows this where it is created and made
Evaluation occurs throughout this process, is all the steps good, test before during and after.
Effectiveness
What makes an ad effective, needs a plan, intensive strategy and research
Objectives and effects
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Objectives Effects
Perception
(awareness)
Exposure, selection and attention, awareness, recognition, interest and
relevance
Persuasion Attitudes, arguments, involvement, motivation, influence, conviction and
preference, loyalty
Cognition Information, learning, differentiation recall
Emotion Wants, feelings, liking, resonance, building a relationship
Association Symbolism, conditioning learning, meaning
Behaviour (hardest
to achieve)
Trial, purchase, contact, prevention
Evaluation
Its not so easy to evaluate effectiveness, due to time lag an different triggers.
Time lag- never really know how the advert worked and when the ad work, it cant always be
immediate
Different triggers- people can be triggered to purchase products for many reasons
Ad practitioners seek to evaluate communication, by finding out how many people are aware and
have feelings for the brand. It would be easier just to have increase in sales ect.
Significant movement in history of adverting
We can learn from the past and it can tell us about the present and the future.
Continuity and change:
Advertising is a constant state of change, the world moves quick, but story telling and emotional
connection doesn’t (its always remains the same in terms of art versus science)
Understanding the past helps us navigate the present and predict the future, long term trends
The first movement: origins
Were rock painting the first advertising, early 19th century industrialization is where it started, the
rise of the consumer society, newspaper emerged and therefore they could advertise
People became connected to brands, brands were basic and identification over identity
Advertising only said what something did, didn’t really try to sell it particularly
Advertising effects were achieved through repetition, it kinda worked
They produced dodgy products more is more, governments didn’t care, patent advertising, people
could promise anything but there was no consequences
The second movement: professionalism
Late 19th century advertising was free for all, eg coke (with cocaine in it)
It shocked upstanding people there was a backlash
Agencies just booked space they didn’t create the ad its self however the advertising industry got
blamed
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Full-service agencies formed in response to public concerns, they basically made the ad now
Adland started to promote itself as moral, educative and sober serious ads
Behavioral science got involved and formulas ruled
It started to be everywhere, it was really nice, it worked in the context of the post war boom
People decided that advertising manipulated people, a lot of people were afraid
The third movement: manipulation, creativity, globalization
Mid 20th century concerns were raised about this science, advertising fought back the creative
revolution
Ads started to be exciting and rebellious, Art directors and copywriters became stars
Emotive and entertainment tv advertising was king, irony humor and sarcasm
The forth movement: digital
Algorithmic and personalized advertising, no longer about just buying space for an ad, you have earn
it, avoidance of ads and sharing ads, social networks and micro-stories, there is a lot of pressure on
old school ads.
The future of advertising
Change and continuity
Newer media have not killed off old media, approaches form previous historical movement still exist,
predictions are tricky, emotional impactful adverts should be important
WEEK 2: Who makes advertising?
Advertising and marketing
Integrated marketing communication
Client-agency relationships
Ad agency roles and functions
Adland in pop culture
Gruen transfer promises to unpick the ‘dark arts’ of brand communication
Madmen documents the ‘creative revolution’ of the 1960-70
Marketing defined
The process of planning and executing how a product is designed, tested, created, branded, packed
up, priced for consumers, distributed and communicated
Marketing as a concept is in a state of change
Traditionally focused on consumption, choice and satisfaction
Now also considers ‘quality of life’
find more resources at oneclass.com
find more resources at oneclass.com
