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Advertising & Internet Marketing 1
Advertising & Internet Marketing
Advertising &
Internet Marketing
Advertising & Internet Marketing 1
Advertising & Internet Marketing 1

Group Task

Group Task • Collaborate with your teammates to develop the a new print ad for CUHK

Collaborate with your

teammates to develop the a new print ad for

CUHK EMO office,

encouraging college students to reduce their usage of plastic bottles.

Due in 30 minutes

Please submit a print ad

layout including the visual

design, headline(s),

contact info, etc.

Evaluating Advertising

The “Four PowersFramework:

Systematically asking a series of 4 questions

Does the execution have Stopping Power?

Does the execution have Transmission Power?

Does the execution have Persuasive Power?

Does the execution have Locking Power?

The answers to all these 4 questions need to be a YES

If the answer to any one question in the series is a NO,

typically, the answers to the remaining questions will also

be a NO.

The Four Powers Elucidation

Input

(The 5 senses)

Short-term

Memory

Long-term

Memory

Input (The 5 senses) Short-term Memory Long-term Memory Open the “Doorway” Comprehension & Acceptance

Open the “Doorway”

Comprehension & Acceptance

STOPPING

POWER

Grab

the

customer’s

attention

TRANSMISSION POWER Doorway is open for 3-5 s: Print 7-10s: “TV”

Transmit message quickly and with clarity Engage customer to keep the doorway open longer

PERSUASIVE POWER Overcome the brain’s defenses Break down the

brain’s defenses

Storage

LOCKING POWER Lock-in the message about the brand for the long haul

Evaluating An Ad

Stopping power:

Does the ad grab one’s attention and open up the doorway to the mind?

Transmission power:

Is the message about the featured brand (not some other

brand, the celebrity, etc.)? Is it conveyed quickly and with clarity? Or does the execution have elements that distract?

Does the execution have elements that can engage the customer, giving more opportunities to convey the message?

Persuasive power:

Does the ad appeal to the target market and thereby accomplish what’s in the communication objectives and the message strategy?

Locking power:

Is the execution effective in making the message about the featured brand memorable?

The same criteria we use to evaluate a

marketing communication activity, and, your

story!

Now, please evaluate your ad on the four

powers.

to evaluate a marketing communication activity, and, your story! • Now, please evaluate your ad on

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Test Your Knowledge

is considered a learned response to an object,

or an individual’s overall feelings toward, or

evaluation of, an object.

A) A motive

B) A need

C) Perception

D) An attitude

E) A decision rule

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Cognitive Response Model (pp.171-175)

Cognitive Response Model (pp.171- 175) Attitude toward the ad/brand represents the receivers’ feeling of favorability

Attitude toward the ad/brand represents the receivers’ feeling of

favorability or unfavorability toward the ad/brand.

People who like an ad are two times more likely to be convinced by it.

or unfavorability toward the ad/brand. • People who like an ad are two times more likely

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How do I know which parts of the ad consumers will focus on?

What factors affect consumers’ likelihood of accepting the marketing communication

messages?

level of involvement: motivation & ability

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Elaboration Likelihood Model (pp. 175- 177)

Focuses on the way consumers respond to persuasive messages, based on the amount and nature
Focuses on the way consumers respond to persuasive
messages, based on the amount and nature of elaboration
or processing of information
and nature of elaboration or processing of information Routes to attitude change Central route – ability
and nature of elaboration or processing of information Routes to attitude change Central route – ability

Routes to attitude change

Central route

ability and

motivation to process a message is high and

close attention is paid

to message content

Peripheral route

ability and

motivation to process a message is low;

receiver focuses more

on peripheral cues

than on message content

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Combining Rational and Emotional Appeals

Combining Rational and Emotional Appeals 15
Combining Rational and Emotional Appeals 15

How do consumers form attitude toward multi-attribute products?

• How do consumers form attitude toward multi-attribute products? 16
• How do consumers form attitude toward multi-attribute products? 16
• How do consumers form attitude toward multi-attribute products? 16

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Multiattribute Attitude Model

(p.125-126)

Multiattribute Attitude Model (p.125-126)
Internet Marketing (Chapter 15) 18
Internet Marketing (Chapter 15)
Internet Marketing
(Chapter 15)
Internet Marketing (Chapter 15) 18
Internet Marketing (Chapter 15) 18

Internet marketing

Internet marketing is the process of promoting a

business or brand and its products or services over the internet using tools that help drive traffic, lead, and

sales.

or brand and its products or services over the internet using tools that help drive traffic

Internet marketing

Internet marketing is a pretty board term that encompasses

a range of marketing tactics and strategies including

content, email, search, paid media, and more.

encompasses a range of marketing tactics and strategies – including content, email, search, paid media, and

Web 1.0 versus web 2.0 tools

Web 1.0 One-way communication Customers are sought out No added value No entertainment or education
Web 1.0 One-way communication Customers are sought out No added value No entertainment or education

Web 1.0

One-way

communication

Customers are

sought out

No added value

No entertainment or education

Web 1.0 One-way communication Customers are sought out No added value No entertainment or education Web

Web 2.0

Web 1.0 One-way communication Customers are sought out No added value No entertainment or education Web
Two-way communication Customers come to you Provide value Entertain and/or educate
Two-way
communication
Customers come to
you
Provide value
Entertain and/or
educate
or education Web 2.0 Two-way communication Customers come to you Provide value Entertain and/or educate 21

Content Marketing

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined

audience, and ultimately to drive profitable customer

action.

Take a different, gentler approach

Providing value to consumers

The future of internet marketing

Content Marketing Tools

Blog Posts & Articles:

Business blogging is a marketing tactic that uses blogging to get your business more online visibility.

Articles: – Business blogging is a marketing tactic that uses blogging to get your business more

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Content Marketing Tools

Webinars:

Web-based seminar, a webinar is a presentation, lecture, workshop or seminar that is transmitted over the Web using video conferencing software.

A key feature of a Webinar is its interactive elementsthe ability to give, receive and discuss information in real-time.

Podcasts:

A digital audio file made available on the Internet for downloading to a

computer or mobile device, typically available as a series, new

instalments of which can be received by subscribers automatically

mobile device, typically available as a series, new instalments of which can be received by subscribers
mobile device, typically available as a series, new instalments of which can be received by subscribers

Content Marketing Tools

Videos & Vlogs:

The hottest content type right now.

Every single day, over 500 million hours of video is consumed on YouTube.

– The hottest content type right now. – Every single day, over 500 million hours of

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Content Marketing Tools

Games:

Mobile apps, video games, web games

Content Marketing Tools • Games: – Mobile apps, video games, web games 26

Other Commonly Used Online Tactics

Native Advertising:

Material in an online publication which resembles the

publication's editorial content but is paid for by an advertiser

and intended to promote the advertiser's product.

and intended to promote the advertiser's product. Airbnb collaborated with New York Times. The article is

Airbnb collaborated with New York

Times. The article is dedicated to Ellis

Island and the way that immigrants used to travel all the way to New York in a pursuit for happiness and new life. The story of this promise land leans on experiences of various immigrant families who eventually accepted the new way of life and became the true essence of New York. This native advertising campaign uses old photos and retrospective to present the charm

and hospitality of one of the world’s most

exciting places. It is fully compatible with what Airbnb is trying to give to its clients

warm welcome wherever they go.

Native Advertising

Native advertising is the gentler, more modern version of an advertorial.

Native advertising is meant to make the reader feel like they’re gaining some valuable knowledge. They’re not meant to make

the readers feel as if they have to buy at the end of the article. The calls-to-action are subtle. Instead, the content is more focused on helping the reader rather than selling something.

Native advertising makes it hard for consumers to tell the difference between editorials and advertisements.

for consumers to tell the difference between editorials and advertisements. https://www.youtube.com/watch?v=E_F5GxCwizc 28

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Other Commonly Used Online Tactics

Augmented Reality vs. Virtual Reality

Online Tactics • Augmented Reality vs. Virtual Reality • Augmented reality (AR) is a technology that
Online Tactics • Augmented Reality vs. Virtual Reality • Augmented reality (AR) is a technology that

Augmented reality (AR) is a technology that layers interactive, virtual enhancements atop an existing reality. AR is developed into apps and used on mobile devices to blends digital components.

Pepsi Max

Virtual reality (VR) is an artificial, computer-generated simulation or recreation of a real life environment or situation. It immerses the user primarily by stimulating their vision and hearing.

The Art of Patron:

Merrell Virtual Hike

Other Commonly Used Online Tactics

Social Media

Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30
Other Commonly Used Online Tactics • Social Media 30

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Developing Internet Marketing

Campaigns

Goals

Your Brand Persona and Target Audience

Keywords and Research

Content Focus and Commitments

Content Creation

Content Promotion

Secure Your Content “Home Base”

Secure Your Content “Home Base” 33

Integrating Internet Marketing with

Other Promotional Tools

Sales promotion on the Internet

Personal selling on the interne

Public relations on the Internet

Direct marketing on the Internet

Joe Boxer Pajamas

the Internet • Direct marketing on the Internet – Joe Boxer Pajamas https://www.youtube.com/watch?v=kcVwjp34M70 34

A Summary of Creative Strategy

The IMC Theme:

A one-sentence campaign theme and/or a tagline

If advertising will be used in your IMC campaign:

Advertising appeal (e.g. rational/emotional/combination)

Execution style (e.g. humor, dramatization)

Details descriptions of selected ad(s) in the campaign (script)

Supplementary materials (TVC storyboard, print ad layout)

If Internet marketing will be used:

Which internet marketing form/media will be used.

How it will be executed. Provide written description of the proposed program.

For other promotional mix elements used:

Detailed written descriptions of each and every proposed program used.

Group Task 4

Prepare sales promotion examples for the next week

Every group will be assigned a topic (Chapter 16)

Discuss examples with you teammates.

No formal presentation needed.

If the examples come in video format, send me the URL address before class starts.