COMS 353: ADVERTISING COMMUNICATION STRATEGIES

Mr. Joe Miringu

Advertising Communication
Strategy
Advertising is the practice and techniques employed to bring attention to a product or
service. Advertising aims to present a product or service in terms of utility,
advantages and qualities of interest to consumers.

Other definitions
Webstar: Advertising is a way to give public notice or announce publicity

Wheeler: Advertising is a paid, non-personal presentation of ideas, goods, or services to

encourage people to buy
Marketing communications strategy is the strategy used by a company or
individual to reach their target market through various types of communication. It
includes your message (what is to be said), the medium (where it is to be said),
and the target (to whom your message is reaching).

A "communication strategy" is a planned approach to conveying information to a

specific target audience, outlining the key messages, communication channels,
timing, and tactics to be used to achieve desired outcomes, essentially acting as a
roadmap for effective communication with a particular group of people.

Key points about communication strategy:

Target audience:
Identifying the specific group of people you want to reach with your message is
crucial.

Message development:
Crafting clear, concise, and impactful messages aligned with your communication
goals.
Communication channels:
Selecting the most appropriate platforms to deliver your message, like social media,
email, press releases, or presentations.
Timing and frequency:
Determining when and how often to communicate with your audience.
Feedback loop:
Monitoring the effectiveness of your communication and making adjustments as
needed.
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
Mr. Joe Miringu

ROLE OF ADVERTISING

The role of advertising is multifaceted and essential in the marketing landscape. Here
are some key aspects:

1. Creating Awareness

 Informing Consumers: Advertising introduces new products and services to

potential customers, helping them understand what is available in the market.
 Brand Recognition: It helps establish and reinforce brand identity, making
products recognizable to consumers.

2. Persuasion

 Influencing Purchase Decisions: Effective advertising persuades consumers

to choose one brand over another by highlighting unique features, benefits,
and value propositions.
 Emotional Appeals: Advertisements often evoke emotions, helping to create
connections between the consumer and the brand.

3. Educating Consumers

 Providing Information: Advertising educates consumers about product

features, uses, and benefits, enabling informed purchasing decisions.
 Demystifying Products: It can clarify complex products or services, making
them more accessible to the average consumer.

4. Building Brand Loyalty

 Reinforcing Brand Values: Consistent advertising helps build a loyal customer

base by reinforcing brand values and identity.
 Encouraging Repeat Purchases: By maintaining visibility and engagement,
advertising can encourage consumers to return to a brand.

5. Stimulating Demand

 Driving Sales: Advertising can create urgency or excitement around a product,

leading to increased sales.
 Seasonal Promotions: Advertisements often promote special offers, discounts,
or seasonal products, stimulating consumer demand.

6. Competitive Advantage

 Differentiation: Advertising helps businesses differentiate their products from

competitors, highlighting unique selling propositions.
 Market Positioning: It positions the brand in the marketplace, helping
consumers understand where it fits in relation to other options.

7. Supporting Other Marketing Efforts

 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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 Integrated Marketing Communications: Advertising works alongside other

marketing strategies (like public relations, sales promotions, and direct
marketing) to deliver a cohesive message.
 Feedback Loop: It helps gather consumer feedback, which can inform future
marketing strategies and product development.

HISTORY OF ADVERTISING

A brief history of advertising

Take a look at advertisements from the past and present. You’ll notice that ads are

the same, but their forms are different. Sellers in ancient times verbally advertised

their products in the market. Later, they found carved signs and flags worked better.

Consumers welcomed carved signs and sales increased.

The first-ever written ad was a Papyrus created in 3000 BC by a slaveholder in

Egypt. It was found in the ruins of Thebes in Egypt. It was the result of a slaveholder

trying to find a runaway slave while also promoting their weaving shop.

Today, we see different types of advertising, such as print, display, and digital. Let’s

take a look at how advertising methods have changed over time.

The beginning (1700s to 1900)

In the pre-digital age, outdoor and print ads were the only ways for companies to

communicate with their customers. It all started with a word of mouth advertising until

brands eventually began using strategies that could last forever.

The first newspaper advertisement was published in 1704 in the United States. Then

in the early 1800s, billboards came into existence and brands began to leverage

them to express their value propositions.

Direct advertising, which involves directly reaching out to potential customers, was

considered an expensive option before the internet. Many organizations preferred

indirect advertising because it was more affordable. Indirect advertising dealt with
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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promoting a product or service in a subtle way, without sounding too sales-y. For

example, big signs and posters in front of a shop are considered indirect advertising.

Sears was the first company to focus more on direct advertising when they launched

their first direct mail campaign in 1892. The company posted more than eight

thousand postcards that generated two thousand new orders. This encouraged other

organizations to allocate more advertising budgets.

The golden age (1900s to 2000)

Advertising took a whole new turn when radio stations and television came into play,

and by the beginning of the 20th century, more than 30% of the world's population

used them. At this time, ads started to feel more personalized, as communication was

now directly between the customer and brand.

Radio advertising was launched in 1922 and was a big hit, allowing businesses to

convey their unique selling propositions (USP) directly to consumers. Advertisers

started paying radio stations to broadcast advertisements to their listening audience.

Radio ads were then followed by TV advertising, with the first television commercial

airing in 1941. Bulova Watch Company aired the first TV commercial, which was ten

seconds long and seen by 4,000 people in New York.

This sparked the Golden Age of Advertising, where organizations invested heavily in

advertisements to express their brand's uniqueness and engage their target

audience.

In the 1950s, brands started introducing characters just for advertisements to

resonate with their audience. For example, Kellogg's introduced cartoon mascot Tony

the Tiger to promote Frosted Flakes breakfast cereal. Many brands started focusing

more on increasing their brand awareness with advertising instead of being strictly

focused on sales.
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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Even with the widespread popularity of TV and radio, advertisers still leveraged

offline advertising with newspapers and billboards. And then came the internet,

which offered even more ways to execute advertising strategies.

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nline advertising (2000 - present)

The internet has taken hold of our lives since the early 2000s. The use of the internet

became more widespread and brands saw this as an opportunity. Advertisers began

focusing more on digital ads instead of traditional offline channels.

The first online display ad was created in 1994 when advertisers created a banner ad

to drive customers to website landing pages. Although brands faced numerous

challenges initially, the launch of web services provider Yahoo paved an easier path

for all the advertisers.

Yahoo pioneered the pay-per-click ads model to attract advertisers. Pay-per-click ads

helped advertisers effectively invest their budget because they only pay when

viewers clicked on the ad. Yahoo also introduced keyword-based ads during this time

to attract more people who used search engines. Keywords are words or phrases

that people use to search for answers to their queries.

As the internet became more accessible from mobile devices, different ad formats

were introduced. Advertisers started creating mobile advertisements to capture

viewers’ attention on the devices they love.

Mobile advertising (2008 - present)

The first mobile ad was introduced to consumers in early 2000. Mobile ads are

advertisements of a unique shape, size, and format exclusively tailored for mobile

devices. These ads reached out to customers via short message service (SMS) and
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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redirected them to the brand's website. This encouraged brands to come up with

strategies that supported mobile marketing.

Since 3G came into existence, advertisers have focused more on in-application ads.

3G allowed people to access the internet wirelessly through their mobile phones and

other electronic devices. Advertisers started creating more personalized ads for their

viewers, rather than generalized campaigns. Personalization helped brands engage

their customers better. It also inspired them to focus on their customer service and

provide a delightful customer experience.

As early as the 1970s, email advertising showed its potential by reaching millions of

users worldwide. Through emails, brands conveyed their message internationally and

started engaging a global audience.

In 2000, Google developed Google AdWords (now Google Ads) which allows

businesses to target ads based on Google search history and user browsing

preferences. Google added search ads to further engage audiences at the right place

with appropriate content types. Advertising motivated many businesses to discover

new markets with promising returns.

Facebook penetrated the ad market with more than 2.2 billion users in 2008. Social

media marketing came into existence, motivating other social destinations like Orkut

and Twitter to adopt and adapt.

Mobile phones, TVs, newspapers, and social media have become a part of

everyone's lives, as the world turns more toward the instruments of the digital era. In

2020, Facebook introduced Facebook Shops, inspiring applications like Spotify,

Picsart, and Saavn to create ad platforms that promote other brands.

Google acquired YouTube in 2006, introducing video ads to businesses. Now

YouTube has one of the highest viewer rates. In 2012, Facebook bought Instagram

and in 2013, Instagram ads were launched.

 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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Today, ads are everywhere, ranging from over the top (OTT) platforms such as

Hotstar to mobile games like Subway Surfer. Brands are constantly trying to reach

their audience on multiple platforms to engage with them. Ironically, some platforms

like YouTube introduced their premium version, allowing users to browse videos ad-

free.

Types of advertising channels

Different media formats have unique benefits and drawbacks, and choosing the most
suitable channel can be essential for businesses to promote their products effectively.
Some different options include:
Print media
Print media is a means of mass communication through printed publications, such as
brochures, magazines, newspapers and leaflets. Some advertisements that typically
feature in print media include sales advertisements, which are common in
newspapers and magazines. Others are promotional event advertisements that you
can typically find in the form of brochures and flyers. Print media is one of the most
popular and oldest types of advertising because it allows marketers to reach a large
regional [Link]:
Outdoor media
Outdoor media refers to advertising methods that engage consumers when they're
outside their homes. They attract audiences as they travel from one place to another,
typical examples include billboards, placards, hoardings and electronic displays.
Outdoor media gives the advertiser lesser control over the type of customers they
attract. Yet marketers usually place outdoor signs and billboards on highways,
buildings or in places like cafes and malls to achieve maximum visibility and boost
brand [Link] media messages are usually short and may just be the
company's trademark logo or slogan. Outdoor media also includes the use of public
events. These events typically include various activities that allow consumers to
experience the product or service through live demonstrations or tests. For instance,
a company may set up a stall in the local market and provide customers with free
samples of their products.
Transportation advertising
Advertisements that appear on the side of public transport are a common type of
outdoor media. Some forms of public transportation that can carry advertisements
include taxis, train stations, tube stations, buses or business vehicles. Similar to
outdoor media, this channel allows businesses to engage their audience during
transit. This makes it an indirect form of advertising as the brand isn't actively
engaging with the consumer. Transport advertising can be beneficial in big cities or
towns, where more people are likely to notice the advertisement while commuting to
and from work.
Radio media
Radio media involves transmitting promotional messages to customers through
auditory means, usually the radio. Radio stations usually operate on a city-wide or
regional basis, allowing businesses to reach consumers from a selective geographic
segmentation. Radio media is beneficial for companies that want to engage local
customers or introduce new products.
Television media
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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Broadcast media comprises television and radio media. Television media is one of
the most popular advertising methods and has the potential to reach the most amount
of people. Since TV channels have different categories such as news, sports,
knowledge, entertainment, movies or kid's channels, advertisers can choose the
channel they believe their target audience is most likely to watch. For instance, a
retail company selling running gear and equipment may broadcast advertisements on
a sports channel.
Speciality media
Speciality media involves the use of promotional items, such as printed stickers and
membership cards that display the company's logo or message. Speciality media
includes distributing free branded merchandise, including caps, badges, mugs, pens,
keyrings, phone covers, T-shirts, calendars and bottles. This form of media
advertising can increase the ‘word-of-mouth' advertising as a person carrying
personalised merchandise may end up promoting the business.
Digital media
Digital media has become a critical aspect of many marketing campaigns and
involves using different digital formats, such as emails, podcasts, social media posts
and advertisements on websites. The use of digital advertising channels, particularly
social media platforms, can make promotional campaigns more interactive as
audiences can engage with the content through sharing it, liking it or commenting on
[Link] advantage of digital media is that it's accessible on different devices such
as smartphones, computers, laptops and tablets, which are common in daily usage.
These forms of media can also allow businesses to create unique advertisement
campaigns. For instance, many companies use social media to share behind-the-
scenes of campaigns or hold Q&A sessions. Digital media channels also make it
easier to collect customer feedback, conduct polls, service customer complaints and
leverage viral [Link]:
Direct mail advertising
Direct mail is a type of advertising channel where businesses send messages to
target customers through the mail. Brands usually send mail to established
customers that have opted for a direct mailing or filled a customer contact form.
Direct mailing can boost customer engagement and retention rates and effectively
target consumers who've already demonstrated interest in the brand's products or
services. Businesses also use direct mail advertising to announce summer or winter
sales or offer special promotions or discounts. Traditionally, physical mail has been a
popular form of direct mail advertising, but most businesses today prefer email
marketing.

MARKETING MIX
The marketing mix, often referred to as the "4 Ps," is a strategic framework that outlines the
key elements of a marketing plan: product, price, place (distribution), and promotion.

Here's a breakdown of each element:

Product:
This encompasses the goods or services offered, including their features, benefits, quality,
and packaging.
Price:
This refers to the cost of the product or service, considering factors like pricing strategy,
discounts, and payment methods.
Place (Distribution):
This involves how the product or service is made available to customers, including channels
like retail stores, online platforms, or direct sales.
Promotion:
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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This involves the strategies used to communicate with customers and promote the product
or service, including advertising, public relations, and sales promotions.

How to choose the suitable advertising medium

1. Class of the audience: Firstly, the advertiser must note the class of the audience to be
influenced by the medium. The audience can be classified into different groups by their social
status, age, income, educational standard, religion, cultural interests. They may also be divided
into men and women.
2. Extent of coverage: Secondly, the advertiser must consider the number of audience to
be covered by the medium. Every media has a general as well as an effective circulation. The
general circulation is made up of the total number of people who read or subscribe to the media.
The effective circulation is the number prospective customers who read it and the number of
those who influences sales, though they may not buy for themselves. Effective circulation must be
considered while estimating the number of people to be covered. The extent to which the medium
reaches the same audience as that covered by some other media i.e., the percentage of over-
lapping must also be taken into account.
3. Nature of the product: Nature of the product itself is a principal factor governing the
selection of the medium. Products can be classified into various kinds – consumer’s products and
manufacturer’s products etc.
4. Nature of the competition: The nature of the competition exerts greater influence of the
selection of the media. If the competition is stiff utmost care is needed in the selection of medium
and a larger advertising budget is also required. In many cases where the advertising copy is
similar or the choice of the media solely determines the effectiveness of the campaign as
compared with that of the other competitors.
5. Reputation of the medium: Newspapers and magazines can offer a beautiful illustration
for the reputation of the media. There are a few newspapers and magazines which have
international reputation with a high readership. Advertisements in such magazines and
newspapers are generally recognized and believed as true. Such advertisements also add
prestige to the product.
6. Cost of the media: Cost of the medium in most cases, is an important factor in the
selection of the medium. Advertisements in certain media are expensive. For instance, TV
and Radio advertisements. Magazines and newspaper advertisements are generally considered as
less expensive. Yet, certain magazines and newspapers, having larger circulation and high
reputation charge higher rates. The rates also differ depending upon the space occupied and the
preferential positions. The first page of a newspaper is rarely missed by the reader. Hence they
have more attention value, than the advertisements presented anywhere inside the newspaper.
7. Time and location of buying decisions: The location of the audience and the time by
which it should reach them must also be looked into. This consideration also enables the
advertiser to keep his retail outlets in the proximity of the customers.
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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TOPIC 2 : UNDERSTANDING THE AUDIENCE

Market research
Why do companies conduct market research?
Market research allows for a deeper, more complete understanding of consumer
values. This information can be useful when developing products and creating
marketing strategies. For instance, if market research shows that ingredient sourcing
influences the purchasing habits of people aged 20 to 30, companies might
strengthen their efforts to get their ingredients from sustainable, fair-trade sources to
attract younger [Link] research can also reveal consumer opinions about
companies and products. Knowing where a company stands in relation to others in
the forum of public opinion, one can assess the factors that contribute to a company's
success and determine how to incorporate successful strategies into one's own
model. For example, if market research shows that a coffee chain's focus on well-
trained baristas has resonated well with customers, a competitor can use that
information to shift its own focus to training or to develop another angle to appeal to a
different subsection of potential consumers.
What are the major categories of market research?
The two major categories of market research are primary research and secondary
research. Every method of market research falls into one of those categories. Both
primary and secondary market research fulfill the same purpose, but they differ in
how they collect information. The differences are:
Primary
Primary market research is original research conducted by you or an entity that you
hire. It involves collecting information directly from consumers to serve a present
need. Primary market research has the advantage of being more specific and more
recent, as companies conduct primary research to meet needs as they arise. It
usually entails asking people a variety of questions and recording their responses. It
involves extensive planning, resources and analysis to arrange, execute and use
primary market research.
Secondary
Secondary market research is research already completed by another company or
entity and that is available to you. Secondary research often appears in journals or
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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publicly accessible online sources. It relies on questions that others have devised,
which you would apply to your own research parameters, so it may not perfectly
serve your research needs. It's useful, however, if you have limited resources to carry
out your own market research.
10 methods of market research
There are several specific methods of research that you can use to collect market
data. These include:
1. Surveys
With surveys, companies reach out to participants to answer questions. They can
conduct surveys through various means, including:
Phone: Company representatives make cold calls to ask people to respond to a
series of scripted questions.
Mail: The company sends the questions in written format to people's mailing
addresses.
Online: The company reaches out to participants by email or with a link to an online
form they can fill out.
In-person: The company communicates with people they encounter in high-traffic
areas. In-person surveying allows participants to sample products or services.
Surveys can be a cost-effective way to gather a large quantity of data for analysis.
Written surveys may also provide the advantage of encouraging candid responses
since they allow participants to feel as though they're expressing their opinion in
private.
2. Focus groups
A focus group is a group of people who take part in a moderated discussion. To
conduct a focus group, companies gather individuals who represent a consumer
demographic, ask questions and record the responses. Because the participants
represent a larger group of people, their responses may provide insight into what
consumers want in a company or a product. Focus groups provide an advantage over
surveys in that they allow for longer periods of interaction with
[Link] may use focus groups when they are developing a new
product or service and wish to ask questions that are difficult to ask or answer in
written form. For example, with a new product, the company may have the
participants begin the session by using the product and then ask them questions
about the product. The focus group environment allows the participants to gain
experience with the product, helping to ensure that they base their responses on
firsthand [Link]:
3. Qualitative interviews
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A qualitative interview combines elements of the focus group and the one-on-one
survey. It involves surveying one participant at a time and recording their responses.
The questions are often open-ended, and the researchers encourage the interviewee
to give in-depth answers. The researchers can ask follow-up questions and
sometimes allow the interviewee to ask their own questions. Qualitative interviews
require more time and other resources to execute, but they often produce profound
insight into consumers' values and priorities.
4. Social media listening
Users of social media often offer opinions about a wide variety of topics, including
companies and their products. With social media listening, researchers can search
for topics of discussion and analyze what consumers are saying. For example, a
company might search for mentions of their flagship product and see the opinions of
people who have bought it. In this way, they can gather data about perceived
strengths, weaknesses and potential areas of improvement. Because the opinions
are unsolicited, the data is likely to represent honest, unfiltered views.
5. Observations
In market research, observation refers to the act of studying how consumers actually
behave when they shop. Often, it involves filming shoppers in a market environment,
such as a store, and analyzing their shopping habits or patterns. If they are unaware
of the observation, this method can show their natural selves, as opposed to how
they think of themselves. For example, observation can show researchers what
stimuli in the store might affect shoppers' purchases, what products attract the most
buyers and how packaging or displays influence decisions.
6. Field trials
In a field trial, a company allows users to use a product under normal conditions and
then collects data provided by the participants. For example, a company developing a
novel type of toaster might recruit individuals to use the toaster for a specified period.
The participants would record and submit their impressions, which the company
would analyze to improve the [Link], a company might place a new
product in a store to see how shoppers respond to it. The aim of the trial might be to
analyze shoppers' reactions to advertising, to determine the extent of the product's
appeal to casual shoppers or to offer sample use of the product before gathering
opinions.
7. Competitive analysis
Competitive analysis is a secondary market research method where a company
collects and analyzes information about competitors in their market. It involves
identifying all the primary and secondary rivals to your business and determining their
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offerings, profits, marketing strategies and more. This information can give you a
sense of your competitors' strengths and weaknesses and your position relative to
them. It can also provide insight into successful business models and consumer
preferences, allowing you to implement strategies that are more likely to be
[Link]:
8. Public data
Public data is a secondary market research method that involves seeking and
analyzing market-related data that's available to the public. Often, this research is
available for free on the internet or at the library. The sources for this information
might be research centers, polls or government databases. Often, companies
supplement their primary market research with public data in order to confirm
information or measure it against other data.
9. Purchased data
Companies that lack the time or resources to conduct their own market research can
purchase research data from various sources. There are several market research
companies that sell subscriptions to access their research databases. An annual
subscription can be as much as $8,000, which provides you with market research
spanning various industries and countries. This option may be helpful to small or
medium-sized companies that cannot afford to invest in primary market research.
10. Sales data analysis
Analyzing sales data can be a helpful secondary market research method used
alongside other methods, such as competitive analysis, to show the relationships
between a business's strategies and sales. It can also give insight into the buying
habits of consumers in your market and help you spot consumer trends.

SEGMENTATION, TARGETING, AND POSITIONING (STP)

Segmentation: Identifying Your Market

When you start creating a GTM strategy for your product, you have an idea of who
your audience is. You can target the entire group that fits the broad definition of your
audience, but chances are a generic message may fail to resonate with a huge chunk
of that group.

Segmenting the audience into smaller groups based on specific attributes gives you
better clarity on who benefits the most out of your product and how. With this clarity,
you can make your messages more focused and relevant to target groups.

While you can segment your audience using any criteria that best suits your business,
the below criteria are commonly used:
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How do you get started with segmentation?

To perform audience segmentation, you first need to know about your audience.
Solutions such as Salesforce CDP (Customer Data Platform) allow you to unify data
from across touchpoints – like sales, service, marketing – and use Artificial Intelligence
(AI) to mine richer audience insights from it. You can enrich this with first-party data
from other platforms like social media, websites, customer forums, etc. This helps
marketers build a single, comprehensive view of all audiences using a central, user-
friendly interface. With an accurate population count and AI-enabled features, you
can create highly targeted and customised audience segments.

Segmentation gets you better results even when you’re nurturing your existing
subscribers. Using tools like Salesforce’s Email Studio, you can segment your current
subscribers’ list based on their profiles and send targeted email campaigns,
improving your open and click rates. Segmenting your existing customer base also
helps you make an informed guess about your larger audience. By extrapolating
current customer data, you can identify potential audience segments and build your
marketing strategy around them.

Segmentation with an example

Suppose your product is plant-based milk. Your general audience is people who want
to move away from dairy-based products. You can segment this audience into two
categories:

Segment A: people who are looking at dairy-free alternatives for lifestyle purposes,
typically high-income groups.

Segment B: lactose-intolerant people looking for other options.

The message you use for these two segments is obviously going to be different from
each other. Using tools like Data Studio, you can further segment the above two
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segments into groups that already use a competitor product and those that don’t. You
can then hone your messaging according to it.

Targeting: Reaching the Right Audience

The next step in the STP model is targeting. This is the stage where you decide
which segments you created during the segmentation phase are worth pursuing. You
should ideally consider the below criteria to choose your targetable segments:

Size: Your audience segments must have enough potential customers to be worth
marketing to. If your segments are too small, you may not get enough conversions to
justify your marketing efforts.

Difference: There should be a measurable difference between any two segments.

The lack of it leads to unnecessary duplication of efforts.

Reachability: The segments should be accessible to your sales and marketing teams
and not be marred by technical or legal complications.

Profitability: The segment should have a low-to-medium customer acquisition cost

(CAC) while bringing in high returns, i.e., the audience must be willing to spend
money on your product.

Benefits: Different benefits attract different segments. In our plant-based milk

example, Segment A would go for cruelty-free while Segment B for dairy-free.
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Knowing which audience segments to target comes from having all-around visibility
of those segments in one place. This makes comparing segments and weighing the
pros and cons of targeting some segments over others easier.

In our example of plant-based milk, you’ve determined through research that

veganism is all the rage, and roughly 60% of the people are searching for dairy-free
alternatives. You also discover that approximately 80% of the people in your chosen
demographic are lactose intolerant. Though the audience size is more significant in
the second segment, you’re likely to get more returns when you go after the first
segment as it consists of high-income groups who are ready to pay a premium for
quality lifestyle-changing products.

Salesforce CDP helps unify such audience and customer data from multiple sources
to get more comprehensive insights. With more data and insights, segmenting and
targeting your audiences becomes much more precise and granular. Then, you can
translate all of this data into action by using a tool like Journey Builder to create
highly personalised and relevant journeys throughout customer lifecycles.

Positioning: Differentiating Your Brand

The final stage of the STP model, positioning, is where you use the insights gained
from segmentation and targeting to decide how you’re going to communicate your
product to chosen audience segments.

While segmentation and targeting are about customers, positioning is about your
product from the customer’s perspective. You can consider positioning as the bridge
that connects your product with the audience. This is the stage where you perform
competitor analysis, figure out your value proposition, and communicate that to your
customers.
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Based on what your brand stands for, you can position your product in several ways.
If you’re in the luxury market, you can appeal to the ‘desire for prestige’ among
customers by positioning yourself as a status symbol. Or, if you fall in the budget
category, you could differentiate yourself by offering more benefits to your target at a
lower cost than your competitors.

The best way to approach positioning is by drawing a Product Positioning Map that
has two key market attributes as its axes and plotting your competitors and you in it.
This will give you a clear picture of how you stack up against your competition and
where you should place your product to maximise profits.

Consumer behaviour
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Definition of Consumer Behaviour

The definition of consumer behavior is all about understanding how people make
choices. It dives into what makes us tick, from deciding what to buy to how we use
and dispose of things. By understanding these decisions, businesses can create
products and marketing that resonate with us.

Why is it important to understand consumer behavior?

Studying consumer behavior is one of the first steps when companies start working
with new audiences. Discover why it is important to study people’s buying
preferences and decisions.

1. It allows you to provide personalized experiences. If you want to stand out

from the competitors on the market, it is necessary to study consumers’
buying preferences and habits. Providing personalized experiences can help
you increase customer loyalty because people will be more satisfied with your
products and services.
2. It can help you increase customer retention. Invesp states that it is five times
cheaper to retain an existing client than attract a new one. However,
according to Accenture, 41% of customers switched companies last year
because of poor personalization. Study consumers’ behavior to provide more
personalized experiences and increase clients’ retention.
3. It allows you to improve your product management. Understanding
tendencies in people’s behavior lets you predict what products will be
successful among a certain audience. Discover what goods clients want to
buy and what service they want to get to build a highly-competitive strategy
and improve your products before the launch. Moreover, you can plan the
approximate amount of material needed to balance the supply and demand of
a new product.
4. It shows new ways of product marketing. Studying customer behavior gives
you a deep understanding of how your clients make choices. You can
discover their pains, needs, and interests to use this data in future marketing
campaigns. Create content to deliver strong messages and attract more
customers. Use consumers’ behavior knowledge for upselling and cross-
selling.
5. It helps increase sales by focusing on the target customers. Understanding
the peculiarities of your clients’ behavior allows you to develop competitive
advantages. It will help you save money on marketing and generate more
sales. Moreover, customer lifetime value may increase too, because clients
will be satisfied with their experiences, and most of them may become regular
ones.

5 Factors Influencing Consumer Behavior

Many factors influence people’s buying choices. Some are temporary, such as
emotional state, and some are permanent, such as gender. Below we provide 5 main
groups of factors that affect customer choices.

1. Personal factors. Marketers always consider these points while creating

a buyer persona. Firstly, take a look at the target audience’s demographics
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(age, gender, location, etc.). Then describe the lifestyle of your potential
clients to understand their behavior better. By studying consumers’ way of
living, companies identify customers’ pains, needs, and preferences.
Occupation is also an important personal factor because people tend to spend
more on products connected with their profession.
2. Social factors. Family and friends affect consumers’ buying behavior the most
because they form our lifestyle, preferences, and values. Social status also
influences the way we buy. It is remarkable that consumers of the same social
class tend to have similar buying habits. Cultural background is one more
important point because our community influences our values significantly.
Also, social factors include the level of education, religion, sexual orientation,
current trends, etc.
3. Psychological factors. These are the most difficult to predict because they
depend on the human’s personality. They include mindset, the way a
consumer perceives information, individual response, etc. Motivation primarily
influences a person's behavior: the higher motivation, the higher chances for
a customer to buy a certain product. One more important factor is perception.
It shapes while the consumer gathers information, chooses, and uses goods.
Perception may be positive and negative. Loyal customers have a stable
positive perception of a product and the whole company. Marketing
campaigns can influence people’s perceptions and persuade them to try new
goods and spend more money.
4. Economic factors. The cost of the product in comparison with customers’
income influences their choices greatly. The higher your clients’ income, the
easier it is for them to make decisions and spend money on goods. The
economy of the whole country also influences customers’ buying behavior.
People who live in prosperous countries tend to spend more money on
inessential items because their basic needs are covered. The amount of
savings is also important, especially for expensive purchases, such as cars or
houses, and influences buyers’ behavior directly. To achieve better results,
marketers segment target audience groups by their income and suggest the
best solution according to each group’s preferences.
5. Situational factors. The purchase situation may play an essential role in the
person’s behavior. Companies try to suggest the most comfortable conditions,
such as location, lighting, music, and service to persuade consumers to buy
their products. However, there are some situational factors we can not
influence, such as the client’s mood time, day of the week, or season when
the person is making a choice.
With these factors in mind, it will be easier for you to predict consumer behavior. In
the next section, we describe the main types of consumer behavior, provide their
peculiarities and explain how to use them in your product promotion.

Types of Consumer Behavior

Marketers differentiate types of consumer behavior to identify the main patterns in
their clients' actions. Below we provide the main differences in people’s buying
behavior and explain how to deal with clients of every type.

1. Habitual behavior
This is the most widespread type that we deal with when buying something daily.
Such purchases are part of our routine, requiring little involvement and thought. For
example, when you choose a chocolate bar in the supermarket. You do not need to
think for a long time before purchasing; you just take your favorite one.
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To influence people’s habitual behavior, you need to promote your product actively.
Brand familiarity is one of the main points in the choice, and this is why well-known
and popular companies always win the competition when the person buys something
habitually. On the other hand, brand loyalty does not play an important role in this
type of decision-making.

2. Variety-seeking behavior
This type is completely different from the previous one. When people seek variety,
they buy something completely different from the product they used to choose, even
if they were satisfied with it. For instance, you used to buy mozzarella, but decided to
purchase feta or cheddar just to try them.

Variety-seeking behavior often involves brand switching and it is ok. To reduce

consumer churn you need to create a diverse product line and highlight the
differences between your products. Improve your products and promote the changes
to make people try them again and again.

3. Complex behavior
We behave in such a way when buying expensive products that are difficult to choose.
Such a purchase takes a long time decide. Consumers often research and analyze
the pros and cons of many product alternatives to make the best decision. They can
also ask their family and friends for advice. An example of such behavior can be
purchasing a car because it is a long-term investment.

To persuade people to buy expensive products from your company, you should give
them a deep understanding of all the benefits. Highlight advantages on your website
and on social media, and focus on them in paid promotions. Do your best to make
clients buy your products again and again.

4. Dissonance-reducing behavior
This type is similar to the previous one but occurs when there is little difference
between the products. It is always difficult to choose for the consumers; they worry
that they will regret the wrong purchase. For example, you want to buy an expensive
diamond ring, and some of them are almost similar, so you want to reduce
dissonance and buy the best one.

Marketers suggest not only focusing on your products’ advantages but highlighting its
unique features. Brand popularity is also very important because people tend to
choose a familiar product from a wide range of similar ones.

5. Impulsive behavior
While making impulsive purchases, consumers often take little time to choose and
focus on the quality of the product, but not on its cost. For example, when you go to
the department store to buy a coat and decide to take a new pair of shoes because
they suit well. Such purchases are focused on the emotional state of the buyer.

To increase the number of impulsive purchases of your products, we recommend

using emotional marketing. Develop a reputation of a friendly brand and build strong
relations with your clients. Every marketing message should call on certain emotions
and highlight consumers’ pains and needs. Make the time needed to purchase your
products as short as possible.

6. Average spending behavior

This type is characterized by deep research before the purchase. Consumers want to
buy high-quality products, but they are not ready to buy the most expensive ones and
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seek the best price-quality ratio. Typically, people set an estimated budget for such
purchases, but consumers can spend more if they feel that the product is worth it. For
instance, you want to buy a winter jacket and are ready to pay 400$ for it. However,
you can even pay 600$ for a jacket if it is super-warm and very stylish.

Marketers recommend placing reviews of existing clients and success statistics to

persuade customers to pay more. It may be a good idea to create a product line with
goods of different prices to offer people to choose the variant with the best price-
quality ratio.

7. Economical behavior
Some people are not focused on the quality of the products and try to choose the
cheapest variants. We can often behave in such a way when the difference between
products is almost unimportant. For example, you can buy cheaper plates if you like
their design.

Topic CREATIVE DEVELOPMENT IN ADVERTISING

Creative development in advertising involves the process of generating innovative

ideas and concepts that effectively communicate a brand's message.

Creative development is a dynamic and iterative process that requires collaboration,

innovation, and a deep understanding of the target audience. By focusing on these
aspects, advertising professionals can create impactful campaigns that resonate with
consumers.

Here are key aspects to consider:

1. Idea Generation

 Brainstorming Sessions:

Encourage open discussions where team members can share wild ideas without
judgment. You can brainstorm how your business or product helps solve their
problem, and the barriers that keep them from taking action. What does your
audience need to know to take the action that the creative advertising campaign asks
them to take?

After developing personas, the next phase is to conduct research. There’s many
ways this can be done, and it depends on what’s right for your product or business,
though direct feedback from your target audience, as well as observation, works well.
Once the target audience is clearly defined with personas, and the data has been
gathered via research, it’s then time to analyse the data. From there, you can develop
a customer journey map, which is the framework for your creative advertising
campaigns and marketing strategies.

 Mind Mapping: Visualize connections between concepts to inspire new

directions.

2. Understanding the Audience

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 Research: Conduct surveys, focus groups, and analyze audience

demographics to tailor messages.
 Empathy Mapping: Create profiles to understand audience emotions,
motivations, and challenges.

3. Concept Development

 Storyboarding: Outline the narrative flow of the advertisement, focusing on

key visuals and messages.
 Prototyping: Develop mock-ups or drafts to visualize the campaign before full
execution.

4. Collaboration

 Cross-Disciplinary Teams: Involve individuals from different backgrounds

(designers, writers, marketers) to enhance creativity.
 Feedback Loops: Regularly share ideas and drafts for constructive criticism
and refinement.

5. Innovation Techniques

 Reverse Thinking: Consider what not to do or the opposite approach to spark

new ideas.
 Analogies and Metaphors: Draw parallels with unrelated fields to inspire
unique concepts.

6. Testing and Iteration

 A/B Testing: Experiment with different versions of ads to see which resonates
more with the audience.
 Focus Groups: Gather targeted feedback on concepts before launching.

7. Execution

 Visual Design: Ensure the visual elements align with the brand's identity and
message.
 Copywriting: Craft compelling and concise messages that convey the core
idea effectively.

8. Evaluation

 Campaign Metrics: Analyze performance data post-launch to assess the

effectiveness of creative elements.
 Lessons Learned: Document successes and challenges to inform future
projects.

The Creative process

1. Preparation – market research and brainstorming ideas

2. Incubation – taking space from the ideas and letting them unfold and mold
3. Illumination – the moment you land on the idea
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4. Evaluation – thinking critically about the idea and weighing it up against other
solutions
5. Verification – bringing the idea into fruition

Why is copyright law important to advertising?

Copyright is a far-reaching intellectual property right, which can protect a wide range
of works (including literary, dramatic, musical and artistic works). All of these
elements are commonly found in advertising, spanning from the catchy music under
laying a TV advert, to the photographs used on billboards lining Tottenham Court
Road. Provided these works are original and have been recorded, they are all subject
to copyright protection.

Copyright protection lasts for significant periods of time, with the majority of literary,
dramatic, musical and artistic works being entitled to protection that lasts the life of
the author plus 70 years. Copyright infringement is actionable in the same way as
most other intellectual property infringements. A copyright holder may be able to sue
for a range of relief including damages and/or an injunction to prevent further
infringements.

Where an advertisement incorporates copyright work without permission, then in

addition to the time and money that may be incurred to defend a claim of infringement,
the unauthorised use could also result in significant time / cost wastage and loss of
opportunity, as the infringing advertisement would need to be taken down.

Therefore, it is essential that when advertisers are putting together an advert, they
consider the copyright protection vesting in these works, whether permission from
third parties should be sought and the consequences of infringement.

Who owns the work?

Where a work is commissioned, the general rule is that the creator of that work
retains ownership of the copyright, rather than the commissionerthe person who paid
for that work to be created.

This is very important when it comes to advertising and problems can arise where an
agency has created a work on behalf of an advertiser, but has not transferred the
copyright in that work to the advertiser.

We typically advise advertisers to ensure that any agreement they have in place with
agencies and other creators includes a full assignment to ensure the rights in the
relevant elements of the advert are assigned and ownership ultimately vests in the
advertiser. Otherwise disputes can easily occur and the advertiser may find it is
prevented from using the advert in all of the ways it would like.
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What is the difference between 'inspiration' and infringement?

Copyright protection does not create a monopoly over the work but does provide the
owner with protection against the copying, or dealing with infringing copies, of that
work. A person infringes copyright if they undertake (or authorise someone else to
undertake) any of these acts (including copying a work) without the copyright owner's
permission.

It is important to note, that the test for copying said works is not a quantitative test but
instead a qualitative test. It is therefore possible to infringe an owner's copyright by
taking a seemingly small part of a work. As such, even taking inspiration from a hook
of a song or the title of a book could constitute copyright infringement so long as it is
deemed a 'substantial' part of the original copyright work.

It is therefore essential that advertisers and agencies alike consider whether they
have over-borrowed from an existing work or gleaned more than mere inspiration
when creating an advert.

What is best practice for advertisers?

Should advertisers wish to use a third party's copyright protected work, the safest
option is to approach the rights holder directly to obtain the relevant permissions.
However, given copyright is an unregistered right, it can be difficult to trace ownership
of the works in question. With no register to check ownership details of a work,
tracking down the rights holder may prove elusive for some advertisers.

Fortunately, the industry is aware of these challenges and licensing bodies have
been created to take responsibility for granting licences to use certain works. For
example, 'PRS For Music' manages the rights of songwriters, composers and
publishers, while Phonographic Performance Limited manage the rights of record
producers and the performers. Such licensing bodies can also provide clarity where
advertisers are required to obtain permission from the rights holders directly prior to
use.

For example, if an advertiser wishes to use a song in the background of their advert,
they will have to consider the copyright that exists in the music, production, and lyrics
of the song. Obtaining a licence from a licensing body may not clear all potential risk –
even in these situations, a third party could still claim ownership of a work. For
instance, the track could contain un-cleared samples that might leave an advertiser at
a risk of a claim made against them. We recommend seeking advice before
incorporating any third party materials into an advertisement.

Dos and don'ts of copyright in advertising

 Do consider the various types of works that might attract copyright protection.
 Do attempt to seek a right holder's permission before using their work.
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 Do ensure assignments are in place to cement any copyright ownership of a

work, particularly when undertaking work between advertisers and advertising
agencies.
 Don't presume that by commissioning the creation of a work, you will retain
ownership of the copyright in place of the author.
 Don't fall into the trap of thinking copyright infringement is decided by a
qualitative test, using any substantial part of a work can be deemed as
copyright infringement.
 Don't assume that using a licensing body (such as PRS For Music) will ensure
you are avoiding copyright infringement.

The Role of Visual Communication in Marketing and Advertising

Visual communication refers to using visuals such as images, videos, and graphics to
convey information and ideas. In the world of marketing and advertising, visual
communication plays a crucial role in capturing the attention of potential customers
and conveying brand messages effectively. In fact, research shows that people are
more likely to remember information presented through visuals than through text
alone.

This blog post will delve into the role of visual communication in marketing and
advertising. We will explore the different types of visuals used in marketing and
advertising, the key elements of effective visual communication design, and emerging
trends and technologies in visual communication. By the end of this blog, you will
know the importance of visual communication in marketing and advertising and how
to use it effectively in your campaigns.

Importance of Visual Communication in Marketing

Visuals are effective in communicating messages because they have the ability to
capture attention and convey emotions and complex ideas in a simple and concise
way. They can evoke emotions, stimulate the senses, and make a lasting impression
on the viewer.

In marketing and advertising, visuals are used to communicate brand messages,

showcase products and services, and connect with consumers on an emotional level.
For example, a company may use an image of a happy family enjoying a product to
convey a sense of happiness and well-being associated with their brand. Similarly, a
fashion brand may use images of models wearing their clothing to convey a sense of
style and sophistication.

Visuals can also help increase brand awareness and recognition by creating a strong
visual identity for a brand. Through consistent use of visual elements such as colours,
logos, and imagery, a brand can establish a unique identity that differentiates it from
other competitors and helps it stand out in the minds of consumers.

Overall, the importance of visual communication in marketing and advertising cannot

be overstated. By leveraging the power of visuals, brands can effectively
communicate their messages, connect with consumers on an emotional level, and
create a strong visual identity that helps them get recognition in a crowded
marketplace.
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Types of Visual Communication in Marketing and Advertising

Visual communication in marketing and advertising can take many forms, including
images, videos, infographics, and animations. Each type of visual communication has
its own advantages and disadvantages, and brands must carefully consider which
type of visual will best communicate their message to their target audience.

Images are one of the most common forms of visual communication in marketing and
advertising. They can quickly capture attention, convey emotions, and showcase
products or services. However, images may be less effective at communicating
complex information or data.

Videos are another popular form of visual communication, and they have become
increasingly important in recent years with the rise of now with the rise of platforms
such as YouTube and TikTok. Videos can be used to tell a story, showcase products
or services, and provide a behind-the-scenes look at a brand. However, videos
require more resources to produce than images and may not be as effective at
capturing attention in a fast-scrolling digital environment.

Infographics can effectively communicate complex information and data in a clear

and concise way. They can be used to showcase statistics, compare products or
services, and explain processes or concepts. However, infographics can be
challenging to design and may not be as engaging as other types of visuals.

Animations are a type of visual communication that can effectively capture attention
and convey complex information or concepts. They can help in telling a story,
showcase products or services, and provide a unique and engaging visual
experience. However, animations require more resources to produce than images or
infographics.

Successful marketing and advertising campaigns often use different types of visual
communication to communicate their message to their target audience effectively.
For example, a fashion brand may use images to showcase their clothing, videos to
provide a behind-the-scenes look at their design process, and infographics to
compare their products to those of competitors. Using various visual communication
tools, brands can create a comprehensive and engaging marketing and advertising
campaign that resonates with their target audience.

Key Elements of Effective Visual Communication Design

Colour: Colour is an essential element of visual communication design, and it can

evoke emotions and create a sense of brand identity. Choosing the right colour
scheme is crucial to creating effective visuals conveying the desired message.

Typography: Typography refers to the text's style, arrangement, and appearance.

The right typography can enhance a message's visual impact and help create a
cohesive brand identity.

Layout: The layout of a visual is crucial so that the message is communicated

effectively. An effective layout must be visually appealing, easy to navigate, and
strategically designed to draw attention to the most important information.
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Composition: Composition refers to how different elements are arranged within the
visual. An effective composition can make the message stand out and help create a
sense of balance and harmony in the overall design.

The Future of Visual Communication in Marketing and Advertising

The future of visual communication in marketing and advertising is exciting and

rapidly evolving. As technology advances and consumers demand more immersive
and interactive experiences, new trends are emerging in visual communication. Here,
we will discuss some of these emerging trends and technologies and explore how
they may shape the future of marketing and advertising.

Augmented Reality (AR) and Virtual Reality (VR) are two emerging technologies
transforming how we experience visual content. AR allows users to overlay digital
information onto the physical world, while VR creates a fully immersive digital
environment. Both technologies offer unique opportunities for marketers to create
engaging and interactive content that resonates with consumers. For example, a
retail store could use AR to allow customers to try on clothes virtually, while a travel
company could use VR to transport customers to exotic destinations.

Interactive content is another popular trend in marketing and advertising. Interactive

content refers to any type of content that requires active participation from the user,
such as quizzes, polls, and games. This type of content can be highly engaging and
memorable and help build a stronger connection between the brand and the
consumer.

Finally, personalised visual content is becoming increasingly important in marketing

and advertising. Advances in data analytics and artificial intelligence are allowing
marketers to tailor visual content to individual consumers based on their preferences
and behaviours. This personalised approach can help increase engagement and
conversion rates, as consumers are more likely to respond positively to relevant
content tailored to their needs.

Programmatic Advertising

Programmatic advertising is the real-time buying and selling of ad inventory through

an automated bidding system. Programmatic advertising enables brands or agencies

to purchase ad impressions on publisher sites or apps through a sophisticated

ecosystem. Programmatic advertising includes ad slots for digital out-of-home

(DOOH), online, streaming, TV, video and voice ads.

Representation of the Types of Programmatic Media Buying

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1. Real-Time Bidding (RTB)

Also known as open auction or open marketplace, real-time bidding (RTB) has
become synonymous to programmatic media buying primarily because of its
widespread usage.

The ad slots are open to everyone in RTB, and they’re sold through an open auction
type of bidding. The highest bidder gets the spot. The whole process takes place in
real-time, and advertisers can choose ad slots as they are made available.

Although in RTB, the highest bidder gets the slot, they don’t have to pay their bid
amount to get the slot. RTB follows a type of auction known as the second-price
auction. In second-price auctions, the highest bidder is charged only $0.01 more than
the second-highest bidder for the slot. The second highest bidder is charged slightly
more than the third-highest bidder, and so on.

Although RTB is easy to set up and optimize, it lacks the transparency from the
advertiser’s perspective. Advertisers know the general category of publishers, but
they don’t know the exact publisher websites on which their ads will appear.

2. Private Marketplace (PMP)

The private marketplace functions in similar veins as RTB except for the fact that it is
available to advertisers on an invite-only basis. In private or closed auction,
publishers usually set aside a premium ad inventory reserved only for select
advertisers. Many DSPs have their own PMPs that are accessible exclusively to the
DSP users/customers.

Considering the benefits it offers to publishers, PMPs are primarily used by websites
and publications with mass reach. Contrary to RTB, the advertiser using a PMP
knows which websites their ads are being served on, allowing them to measure the
accurate ROI of their ads.

3. Preferred Deals

In preferred deals, advertisers get to choose the ad inventory at a fixed price even
before it is made available on private marketplaces followed by on open auctions.

Also known as spot buying, the negotiation in preferred deals takes a refined
approach as both the parties agree on the pricing, targeting, etc. beforehand.
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The advertiser is given a sneak peek of the publisher’s ad inventory and is not bound
to make any purchase. Advertisers can use a DSP to understand their audience and
determine whether to purchase the ad impression.

4. Programmatic Guaranteed

Programmatic guaranteed, also known as programmatic direct or automated

guaranteed, follows the traditional approach of media buying. Here, the advertiser
and publisher negotiate the terms on a one-on-one basis.

Unlike other media buying types we looked at, programmatic direct doesn’t follow a
bidding process. The inventory is sold directly to the advertiser after the negotiation.
Programmatic guaranteed provides advertisers the ability to choose when it comes to
ad inventories, prices, audience targeting, and frequency capping.

Automated guaranteed is used by advertisers that know precisely where to place

their ads and have hefty advertising budgets.

How can you succeed with programmatic advertising?

Now that we’ve established the benefits of programmatic advertising, let’s explore
how you can use it to your advantage in digital marketing campaigns.

1. Know your marketplace

Figure out what’s involved by doing some research. As a marketer venturing into a
new area of advertising, you will encounter many new ideas and terms, so take the
time to get to know them.

By understanding the programmatic advertising playing field and gaining a deeper

understanding of how your competitors are approaching their campaigns, you’ll forge
foundations for your own efforts. Knowing your terminology will help you get ahead of
the pack, too.

Check out this comprehensive list of programmatic advertising terms that will give
you an understanding so you can tell your SSP from your DSP.

2. Set your programmatic advertising goals

As with anything in digital marketing, it’s important to have your goals set from the
start. To do this, you should use existing data to determine the type of advertising
awareness you need and build an effective strategy that will help you to determine
short- and long-term goals.

Here are some programmatic advertising goals you could consider:

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 I want to establish more brand authority in my niche

 I want to drive more mobile app engagement
 I want to push more people to certain products or services
 I want more people to sign up to my SMS or email marketing channels
 I want to build trust and inspire repeat custom
 I want to increase overall digital sales
By outlining your core goals, you’ll give your programmatic campaigns and content a
definitive direction, earning a healthier ROI from your efforts in the process.

3. Keep the human touch in mind

Just because programmatic advertising relies on increasingly sophisticated

algorithms and machines, that doesn’t mean it is devoid of a human touch.

There are different platform types, some of which offer fully- or half-managed
services, such as War Room. Others provide technical platforms, like Digilant, that
allow you to run your programmatic buying activities.

From there, you will need to allocate skilled marketers to plan, control, and optimize
your buying. Ultimately, to enjoy the best possible success, you will need to find the
perfect marriage between automation and intelligent human intervention. So, don’t
rely on the algorithm alone to yield the best results for your campaign.

To strike the perfect balance between autonomous technology and human

intervention, it’s vital you work in harmony with the programmatic advertising
technology that aligns with your goals.

By knowing how to work well with your AI-powered programmatic ad platform of

choice, you’ll be able to understand how to optimize your inputs and target the right
customer segments at the times in their journey when they’re most likely to engage.

4. Protect your brand from fake news

As discussed, one challenge of programmatic advertising is that its reliance on

algorithms can lead to ads appearing in the wrong place, such as sites that promote
fake news.

The evolution of AI has actually stoked the fake news fire when it comes to marketing
content and communications—programmatic advertising is no exception.

Since last year, the generation of ads containing fraudulent information and articles
crammed with harmful propaganda has risen by an alarming 1,000%. The sheer
output alone threatens to flood the digital space with misinformation and content that
could seriously damage a brand’s reputation.

To avoid this issue and navigate your ad strategy with diligence, you should ensure
that your demand-side blacklist is constantly updated and monitored for inappropriate
sites. Some platforms allow for the exclusion of entire categories from ad spends,
which can be particularly helpful.
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Another option, which is important if your product is sensitive, is to use a whitelist.

This will give a list of approved (rather than denied) sites.

This approach will narrow your ability to reach your audience and possibly make it
more expensive, but it will ensure no explicit or offensive material is associated with
your ad.

If you use an agency, ensure they do all they can to exclude low-quality and sensitive
sites from having your ads served on them.

5. Watch for programmatic ad fraud

Around 22% of paid ad spend was eaten up by fraud in 2023 alone. Still now,
consumer privacy and ad fraud is also an issue for advertisers, especially on mobile
and Connected TV (CTV).

So how can your business deal with fraud? The first thing to do is look at budget vs.
reach. Marketers have been fixated on reach when it comes to programmatic
advertising, which can leave campaigns open to abuse through bots.

If a deal looks too good to be true when bidding for ad space, then it probably is! Try
not to fixate on reach but couple it with traffic quality to avoid generating fake traffic.

Another thing your organization can do is ensure ads are compliant with privacy
regulations as many of Apple’s or Google’s apps that do not have a privacy policy
often lead to ‘dangerous permissions’. Avoid being one of those brands.

Advertising effectiveness

Advertising effectiveness is a method used to determine if a brand’s marketing efforts

are hitting the mark with its target audience and whether it’s getting the best returns.

It enables brands to measure the strengths, weaknesses, and ROI of specific

advertising campaigns, so the company can adjust accordingly.

It’s during a post-campaign analysis of performance that real, actionable insights are
revealed; insights with the power to supercharge future advertising strategies.

Why should brands measure ad effectiveness?

Ad effectiveness is a vital strategy for brands looking to understand the impact of

their ads on the audiences they want to influence.

It’s what helps companies truly understand the reach of their campaigns so they can
focus on the elements that were successful and apply them to future efforts.

How to measure advertising effectiveness?

1. Use survey data to identify the real reach of your marketing campaign

‘Reach’ refers to the number of people who actually saw a company’s advertising.
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It’s easier to measure the reach of some ad types over others.

For example, TV media planners have a strong idea of the number of people who will
be watching at a certain time, and can safely estimate how many will see it.

Digital ad reach is harder to quantify. This is where survey data comes in. It enables
you to identify people who have seen the ad, ask them about their experience, and
most importantly, whether they remember the brand. By effectively integrating ads
management tools, brands can enhance their ability to analyze campaign reach and
understand audience interactions more comprehensively.

2. Find the frequency sweet spot

You need to track the frequency of your exposure.

Advertising effectiveness data helps you find the ‘sweet point’ of

exposure.

This is the perfect number of impressions before an ad has the desired effect, and
before over-exposure and fatigue kick in.

It takes passively-derived analytics and active survey data to get a true sense of
whether something is working.

3. Evaluate the true impact of your campaign against your goals

Knowing what advertising success looks like for your ad is crucial.

Whether your ad aims to build brand affinity, brand equity, push a promotion or sell a
specific product, collecting the right data is key. Survey data enables you to ask
precise questions of your audience that behavioral data could only allude to, such
as:

 What brand was featured in the advertisement shown?

 On a scale of 1 to 5, with 1 being ‘disliked very much’ and 5 being ‘liked very
much,’ how much did you like this advertisement?
 To what extent do you agree the advertisement conveyed the following
message (with statements)?
 After seeing the advertisement, how likely are you to recommend the brand to
others?

The overall benefit is being able to clearly see to what extent your campaign had the
desired impact on a large sample of your audience, from which you can make
broader assumptions.

4. Measure ROI with confidence

ROI and impact are heavily linked, but the two aren’t the same. The desired impact
will lead to a positive ROI.

If you don’t know why that campaign resonated with your audience,
what’s the point?
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That’s why when it comes to measuring advertising effectiveness, data must be

collected separately for both.

5. Identify which campaign metrics need improvement

The key for any brand wanting to improve the quality of its digital campaigns is to
move beyond the use of behavioral analytics and vanity metrics alone towards a
more holistic and tell-all solution.

Our standard 10-minute survey template captures both brand and evaluation metrics.
The brand section seeks to understand the increase of KPIs, whereas the content
evaluation deep dives into the individual creatives and their impact so you get a 360-
degree view of campaigns performance.

6. Identify which media types are most valuable

Most campaigns have multiple creatives and media from social ads and banner ads
to video ads and more. Our tagging technology enables you to see which specific
media was most effective. Being able to differentiate media types in this way helps
you really zone in on what the strongest and weakest elements are.

What are the best metrics to track your ad success?

Survey data enables you to get feedback on how your ads are performing, directly
from the consumers you’re targeting. A control (consumers who have not seen the ad)
versus exposed (consumers who have seen the ad) methodology is used to measure
differences in opinion and uncover hard metrics on brand lift.

The combination of active and passive data can’t be beaten.

It eliminates gaps in visibility and removes the temptation to treat assumptions as fact.

By surveying a mix of people who have and haven’t seen your campaign, you’re able
to:

 Determine if your ads are reaching the right people

 Find out if they’re having the desired effect on your target audience
 See if they’re shifting perceptions in the right direction
 Work out if they’re guiding customers along the path to purchase
 See which attributes of the campaign and the advertisements are the most
effective
 Uncover newer audiences that you may not have been aware of

The control versus exposed method helps brands quantify the impact of their
advertising over various time periods.

The exposed and control are both sent an identical, bespoke survey, framed around
the ad campaign objectives and the brand metrics you want to measure. The
difference in opinion between these two groups is essentially what quantifies the
impact of your campaign.

To strengthen the comparison, the control are recruited to be demographically

aligned to the exposed audience.
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What’s more, combining advertising effectiveness with our audience validation

solution makes it possible to receive daily updates about the reach of your campaign
on our platform.

TOPIC 6: DIGITAL ADVERTISING STRATEGIES

What is a digital marketing strategy?

A digital marketing strategy is a long-term, high-level plan designed to achieve
specific business goals. It defines objectives, identifies target audiences, and
provides a framework for all marketing activities across digital channels like websites,
social media, email, and search engines.
At its core, a strategy answers these fundamental questions:
 What are we trying to achieve?
 Why does this matter?
A strategy acts as the foundation, but its success depends on
the campaigns and tactics that bring it to life:
 Strategy: Establishes the overarching goals and priorities aligned with
business objectives.
 Campaigns: Time-bound initiatives focused on achieving specific goals within
the strategy.
 Tactics: Granular, actionable steps executed within campaigns, such as
creating social media posts or running a paid ad.
This layered approach ensures that every marketing effort works cohesively toward
shared business objectives.
How does a marketing strategy differ from campaigns or tactics?
To avoid confusion, it’s essential to distinguish between a strategy, its campaigns,
and the tactics used to execute them.
ASPECT
MARKETING STRATEGY
MARKETING CAMPAIGNS
MARKETING TACTICS
Definition
Long-term plan aligning with business goals.
Targeted effort for a specific goal.
Granular actions within campaigns.
Scope
Broad and multi-faceted.
Focused on specific objectives.
Narrow and task-specific.
Timeframe
Long-term (months to years).
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Medium-term (weeks to months).

Short-term or immediate actions.
How they work together:
 A strategy defines the long-term vision and goals, such as increasing market
share by 20% in a year.
 Campaigns activate the strategy through initiatives like launching a social
media series or a seasonal email campaign.
 Tactics execute the granular steps needed, such as designing social posts,
writing emails, or creating landing pages.
By aligning these elements, businesses avoid isolated efforts and ensure every
activity contributes to the bigger picture.
What does a digital marketing strategy look like?
A successful digital marketing strategy is built around 4 key components:
1. Goals: Define clear targets that align with broader business objectives.
Example: Coca-Cola’s goal to increase brand engagement by 25% provides a
measurable benchmark.
1. Audience: Gain insights to tailor messaging effectively.
Example: Coca-Cola focuses on Gen Z globally, using social media campaigns and
video storytelling to engage this audience.
1. Budget: Allocate resources to high-impact channels.
Example: Coca-Cola dedicates $5M to influencer partnerships and digital ads to
maximize reach.
1. Metrics: Track performance and refine tactics.
Example: Coca-Cola monitors engagement rates, reach, and brand sentiment to
gauge campaign success and inform future decisions.
Together, these components illustrate how companies like Coca-Cola maintain global
relevance while adapting to consumer trends.

SOCIAL MEDIA ADVERTISING

Social media advertising involves using paid campaigns on platforms like Facebook,
Instagram, and TikTok to reach specific target audiences with the goal of promoting
brands and driving sales.

Here's a more detailed explanation:

What it is:
Social media advertising is a form of digital marketing where businesses pay to
display ads to users on social media platforms.

How it works:
Marketers create ads (images, videos, or text) and target them to specific
demographics, interests, and behaviors based on the data available on each
platform.

Reach: Social media platforms have billions of active users, providing a massive audience
for advertising.
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Targeting: You can precisely target your ads to reach the right people, increasing the
likelihood of engagement and conversions.
Brand Awareness: Social media advertising can help build brand awareness and increase
brand recognition.
Drive Traffic: Ads can direct users to your website or landing page, leading to increased
traffic and potential sales.
Engagement: Social media ads can encourage users to interact with your brand, fostering a
sense of community and loyalty.

Platforms:
Some of the most popular platforms for social media advertising include Facebook,
Instagram, TikTok, Twitter, LinkedIn, Pinterest, and YouTube.

Best Practices:

Define your goals: What do you want to achieve with your social media advertising
campaign (e.g., increase brand awareness, drive sales, generate leads)?
Know your audience: Understand your target audience's demographics, interests, and
behaviors to create effective ads.
Create compelling ads: Use high-quality images or videos, and write engaging copy that
resonates with your target audience.
Include a clear call to action: Tell users what you want them to do (e.g., visit your website,
make a purchase, sign up for a newsletter).
Track your results: Monitor your campaign's performance and make adjustments as needed
to optimize your results.

Search Engine Marketing (SEM) and Search Engine Optimization (SEO)

So what’s the difference? While SEO optimizes a website to drive organic traffic,
SEM uses both organic and paid search such as Pay-Per-Click or programmatic
advertising to boost web traffic.

This means that SEM covers organic and paid channels while SEO focuses on
organic traffic, making it a subset of SEM.

It’s worth noting that SEO experts are debating the value of paid search due to
changes in search behavior and the rise of AI-powered search, such as Google's AI
Overviews (SGE). More on that later…

Now you know the difference, let’s look at SEO and SEM in more detail.
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Venn diagram showing overlap between SEO and SEM

How does SEO work?

So what is SEO? SEO involves continuously optimizing a website to rank in organic

search engine results pages, known as SERPs.

Search engines like Google or Bing work by ‘crawling’ content to see how effective it
will be to attract traffic and provide information. Search engines will assess a website
based on many factors (explained below) and rank it.

According to Statcounter Global Stats, Google claims 91% of the global search
engine market compared to only 3.74% on Bing and 1.26% on Yahoo. This means
that when we talk about search engines the main focus for SEO is on Google, but we
still need to remember that others are still in the running (but barely).

You should note that it takes a bit of time for Google to recognize and reward your
site – if your site is brand new, it probably won’t get ‘noticed’ for quite a while.

With Statista reporting that Google processes 5.9 million searches every minute
there's a huge opportunity for marketers to use that search intent to drive traffic.

That’s the way you need to think when it comes to SEO - What’s my audience
searching for and how can I feed into it?
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SEO categories

There are four main categories of SEO to consider in your marketing activities -
technical SEO, on-page SEO, off-page SEO and local SEO.

Technical SEO - This means looking after the health of your website. It involves
improving the architecture and backend elements of a site to improve its visibility and
performance on search engines. Elements to consider are broken links, metadata
errors or site architecture.

On-page SEO - This focuses on optimizing the content and elements of a

website. Keyword research is crucial here so you tap into what your audience is
looking for and create content that provides information or solutions. Elements to
consider are page titles, headings, URLs, and internal linking.

Off-page SEO - This is all about how your website is perceived externally. It aims to
build external signals and boost the authority of your site so search engines get a
signal that it’s trustworthy and authoritative. Digital PR is important here as that
includes external link building and press coverage.

Local SEO - It’s often neglected, but local SEO can make or break a small business.
The key is to use local keywords or phrases that people would use to find a local
business or service. A simple tool is Google Business Profile, a directory that
displays business information on local searches and Google Maps.

SEO key features

Google’s algorithm uses 200+ ranking signals so there’s a lot to consider when you’re
looking at ranking content on the search engine.

To narrow it down, let’s look at the key SEO ranking factors you should focus on.

. Keyword Optimization - Once you identify the right keywords or phrases

(there are some great research keyword tools such as Google Keyword Planner,
SEMrush, or Ahrefs to help), it’s important to use them across your website.
. Content Creation and Optimization - Content is king when it comes to SEO.
It’s not only about including the right keywords, you need to create high-quality
content that speaks to your audience.
. User Experience (UX) - If you want to keep customers on your website, it’s
crucial to provide a good user experience. Slow load times, poor navigation or
irrelevant content will make people leave within seconds.
. Link Building - Quality is more important than quantity when it comes to
backlinks. A high-quality backlink from a reputable site can help build your site’s
authority.
. Voice Search Optimization - Voice search is on the rise. eMarketer reports
that over 86 million US smart speaker users will ask questions via voice in 2024.
. Schema Markup - This is structured data you can add to your website to help
search engines understand your content. Optimize for this in your SEO activities
by implementing structured data and optimizing for featured snippets.
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. Core Web Vitals - Core Web Vitals consist of three user experience metrics
that measure the loading, interactivity, and visual stability of a web page. To
improve these you need to optimize Largest Contentful Paint (LCP), improve
First Input Delay (FID) and minimize Cumulative Layout Shift (CLS).
. Video SEO - Google now ranks videos, so optimizing them can help get your
content and brand found. Make sure to post video content on your site and
across social networks.
. Mobile SEO - With nearly 7 billion smartphones on the go, it’s no surprise that
people search for information via mobile devices. You can test your site
using Google's Mobile-Friendly Test.
. Social signals - Social media is a valuable channel as it can drive
engagement through likes, comments and shares. Make sure pages on your site
are shareable and include social sharing buttons.
. E-E-A-T - While Google E-E-A-T ((Experience, Expertise, Authoritativeness,
and Trustworthiness) is not a ranking factor, it is used to assess the quality of
your content and plays a role in ranking.

TOPIC 7: Integrated Marketing Communications (IMC)

Integrated Marketing Communications (IMC) is a strategic approach that aligns all

marketing efforts to deliver a consistent and unified message across multiple
channels, aiming to create a seamless brand experience for consumers.

Here's a more detailed explanation:

Definition:

IMC is a theory and set of practices that ensure consistent messaging and a unified
brand experience across all marketing channels.

Goal:

The primary goal of IMC is to create a consistent and unified experience for
consumers across all points of contact with a brand.

Key Principles:
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
Customer-centricity: Focus on understanding the customer and their needs.
Data-driven: Use data to understand customers and tailor messaging.
Brand Consistency: Ensure consistent messaging and imagery across all platforms.
Channel Integration: Combine various communication channels and tools to deliver a
coherent message.
Coherence, Consistency, Continuity, and Complementary Messaging: These are the 4 Cs
of integrated marketing.

Benefits:

Stronger Brand Identity: Consistent messaging reinforces brand identity and increases
brand recognition.
Increased Brand Loyalty: A unified brand experience can lead to increased consumer
loyalty.
Enhanced Marketing Effectiveness: By aligning marketing efforts, organizations can amplify
their brand message and create a more impactful presence in the market.
Optimized Marketing Spend: IMC helps ensure that marketing efforts are focused and
effective, maximizing the return on investment.

Examples:

Compare the Market's "Compare the Meerkat" campaign: This campaign integrated social
media, search, TV, and more to create a memorable brand experience.
Coca-Cola's "Share a Coke" campaign: This campaign used personalized messaging to
create a sense of connection with consumers.

Components:

Advertising: Paid media like TV, radio, print, and digital ads.
Public Relations: Building relationships with the public and media.
Sales Promotions: Short-term incentives to encourage purchases.
Direct Marketing: Targeted communication with individual customers.
Personal Selling: Direct interaction with customers to build relationships and drive sales.
Social Media Marketing: Engaging with customers on social media platforms.
Digital Marketing: Utilizing online channels to reach target audiences.
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TOPIC 8: Legal and Ethical Considerations

Advertiing regulations

Advertising regulations and standards aim to ensure truthful, balanced, and non-
misleading advertising, with self-regulatory bodies like the Advertising Standards
Body of Kenya (ASBK) playing a key role in enforcement.

Here's a more detailed breakdown of advertising regulations and standards:

Key Principles of Advertising Standards:

Truthfulness and Accuracy:

Advertisements must be truthful and not misleading, with express and implied
claims substantiated before being made.

Balance:

Advertisements should present a balanced view of the product or service, avoiding

exaggeration or omission of important information.
Legality and Decency:

Advertisements must comply with all applicable laws and be decent, avoiding
offensive or harmful content.

Identification:

Advertisements must be clearly identifiable as such, avoiding disguise as other

forms of content.

Social Responsibility:

Advertising standards encourage a sense of social responsibility, promoting ethical

and fair practices.

Self-Regulatory Bodies and Organizations:

Advertising Standards Body of Kenya (ASBK):


An independent body set up by the marketing and advertising industry to ensure
that its system of self-regulation works in an efficient and effective manner.

European Advertising Standards Alliance (EASA):

Brings together national advertising self-regulatory organizations and industry

representatives to promote responsible advertising in Europe.
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International Chamber of Commerce (ICC):

Promotes high standards of business ethics through the development and

dissemination of rules, including codes and guidelines on how businesses should
direct their efforts to assure that commercial communications to consumers are
responsible.

National Advertising Division (NAD) of the BBB National Programs:

Monitors and evaluates truth and accuracy in national advertising.

ETHICAL ISSUES IN ADVERTISING

1. Transparency and Honesty

A cornerstone of ethical marketing is transparency. Organizations should avoid
misleading claims or deceptive advertising.

Consumers have the right to make informed decisions. Marketers should strive to
empower them through transparency.

Ethical marketing contributes to a healthier marketplace where consumers can make

informed decisions. Embracing this is the right thing to do and a strategic move for
sustainable business growth.
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2. Consumer Privacy
Data has become a valuable asset for marketers in today’s digital age. Doesn’t it feel
like someone is collecting a piece of data everywhere you go?
Collecting and using consumer data raises ethical questions about privacy. Marketers
must get consent before gathering personal information and ensure its secure
storage. They should also be transparent about how they will use the data, allowing
users to opt out.
Responsible data collection helps marketers prove their commitment to ethical
practices. Upholding consumer privacy builds trust and contributes to a more
respectful marketing ecosystem. By prioritizing privacy, marketers can create a
foundation of trust.

3. Targeting and Segmentation

Effective marketing often involves targeting specific consumer segments. Examples
of customer segmentation include segmenting by profession, language, or geography.

Segmentation is a powerful tool that enables marketers to reach the right audience.
But, be cautious not to engage in discriminatory practices. It’s essential to balance
your objectives, ensuring equal opportunity for all consumers.
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4. Social Responsibility
Ethical marketers recognize social responsibility and consider each campaign’s
potential impact.

Socially responsible marketing involves sustainable practices, social causes, or

avoiding offensive content.

Social responsibility goes beyond profit-seeking objectives. It embraces a

commitment to society, ethical business practices, and inclusivity. Marketers
contribute to a more compassionate world by embracing social responsibility.

5. Influencer Marketing and Authenticity

The rise of influencer marketing has created new ethical challenges. Marketers must
ensure transparency when partnering with influencers and disclose sponsored
content.

Authenticity is crucial, as influencers should believe in the services they promote.

Consumers deserve honest endorsements, free from manipulative practices.

By prioritizing transparency in partnerships, brands can build credibility with

consumers.

6. Avoiding Exploitation and Manipulation

Marketing should never exploit vulnerabilities or manipulate emotions for financial
gain. Using fear, guilt, or excessive persuasion crosses ethical boundaries. Instead,
focus on providing value and fostering long-term relationships.

CULTURAL SESNSITIVITY IN ADVERTISING

Cultural sensitivity in advertising means understanding and respecting cultural

differences when creating marketing messages, ensuring campaigns resonate with
the target audience and avoid causing offense or misinterpretations.

Understanding Cultural Nuances:


Advertising campaigns should be tailored to the specific cultural context,
considering values, beliefs, traditions, and communication styles.

Avoiding Stereotypes and Cultural Appropriation:


It's crucial to avoid perpetuating harmful stereotypes or appropriating cultural
elements without proper respect and understanding.
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Language and Translation:


Language is a critical element in advertising, and accurate and culturally
appropriate translations are essential to ensure the message is understood and
received positively.

Visuals and Imagery:


Visual elements in ads should also be culturally sensitive, avoiding images or
symbols that might be offensive or misinterpreted in the target culture.

Respect for Traditions and Customs:


Acknowledging and respecting local traditions, holidays, and customs can build
trust and goodwill with the target audience.

Humor and Tone:

Humor can be a powerful tool in advertising, but it's important to be mindful of

cultural differences in humor styles and avoid potentially offensive jokes.

Localization and Adaptation:

Global marketing campaigns often require localization, meaning adapting the

message and visuals to suit the specific cultural context.

TOPIC 9: TECHNOLOGY and ADVERTISING

I. Introduction
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The impact of technology on communication skills is a topic that has gained increasing

attention in recent years. As technology has advanced, communication has become

faster, more convenient, and more accessible than ever before. However, as with any

change, there are both positive and negative consequences that come with the

integration of technology into our daily lives. While technology has undoubtedly made

communication more efficient and accessible, it has also had a profound impact on

our ability to connect with one another on a human level. In this blog post, we will

explore the impact of technology on communication skills, the positive and negative

effects it has had on human connection, and how to maintain a healthy balance

between technology and face-to-face communication.

II. The Negative Impact of Technology on Communication Skills

While technology has undoubtedly made communication more efficient and

convenient, there are several negative impacts that it has had on our communication

skills. Some of the most notable negative effects include:

Dependence on technology and its effects on social interactions: As technology has

become more ubiquitous in our daily lives, we have become increasingly reliant on it

for communication. This has led to a decline in face-to-face interactions and a

decrease in the quality of our social interactions. It has also led to an over-reliance on

technology as a means of communication, which can have negative consequences

when technology fails or is unavailable.

The lack of emotional depth and the potential for miscommunication: Technology has

made communication faster and more efficient, but it has also led to a lack of

emotional depth in our interactions. When we communicate digitally, it can be difficult

to convey emotion and nuance, which can lead to misunderstandings and

miscommunication.
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Decrease in face-to-face communication and its consequences: As we rely more on

technology for communication, face-to-face communication has decreased. This can

lead to a lack of social skills and an inability to connect with others on a deeper level. It

can also lead to a lack of empathy and a decrease in our ability to read nonverbal

cues.

III. The Positive Impact of Technology on Communication Skills

While there are certainly negative impacts to the integration of technology into our

communication, there are also several positive effects that it has had on our ability to

connect with others. Some of the most notable positive effects include:

The ability to connect with people from all over the world: Technology has made it

possible to connect with people from all over the world in ways that were never before

possible. This has led to greater cultural understanding and an increase in global

empathy.

The convenience of communication through technology: Technology has made

communication more convenient than ever before. We can now communicate with

others instantly, no matter where they are in the world. This has made it easier to

maintain long-distance relationships and stay connected with friends and family who

live far away.

The potential for enhanced communication through technology: Technology has also

made it possible to enhance communication in ways that were never before possible.

For example, video conferencing has made it possible to have face-to-face

conversations with people who are far away, and instant messaging has made it

possible to communicate in real time with people all over the world.
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IV. How to Maintain Human Connection in a Digital World

While technology has undoubtedly changed the way we communicate, it is still

possible to maintain a sense of human connection. Here are some strategies to keep

in mind:

The importance of intentional communication and making time for face-to-face

interactions

It can be easy to get caught up in the convenience of technology and forget the value

of face-to-face interactions. However, these interactions can play a crucial role in

maintaining and strengthening relationships. Intentional communication, which means

actively making time for quality conversations and spending time together, can help

prevent technology from getting in the way of human connection.

Learning to communicate effectively through technology.

While face-to-face communication should be prioritized, it’s also important to learn

how to communicate effectively through technology. This means being mindful of the

tone and language used in written communication and paying attention to nonverbal

cues such as emojis or punctuation. It’s important to recognize that written

communication can sometimes lack the emotional depth of face-to-face

communication and that miscommunications can easily arise when relying solely on

text-based conversations.

Balancing the use of technology with other forms of communication

Maintaining a healthy balance between technology and other forms of communication

can help prevent dependence on technology and keep the human connection alive.
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This means finding ways to incorporate more face-to-face interactions into daily life,

whether it’s through setting up regular coffee dates with friends or participating in

community events. It also means being mindful of the amount of time spent on

technology, and recognizing when it might be time to unplug and prioritize other

activities.

V. Tips for Improving Communication Skills in a Digital World

Whether you’re communicating through technology or in person, here are some tips

for improving your communication skills:

Active listening

Active listening is the process of fully concentrating on what the other person is saying,

without distraction or interruption. It involves giving the other person your full attention

and responding thoughtfully to what they are saying. Active listening can help prevent

miscommunications and strengthen relationships.

Being aware of nonverbal cues

Nonverbal cues, such as body language or tone of voice, can often convey more

meaning than the actual words being spoken. Being aware of these cues can help you

better understand what the other person is trying to communicate and respond in a

more appropriate and effective way.

Being mindful of tone and language in written communication

Written communication can be easily misinterpreted, as it lacks the emotional depth of

face-to-face communication. Being mindful of the tone and language used in written
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communication, such as emails or text messages, can help prevent

miscommunications and maintain positive relationships.

Regularly practicing and improving communication skills

Communication is a skill that can be improved with practice. This means taking the

time to reflect on your communication style and actively seeking out opportunities to

improve. This can be through reading books or articles on communication, attending

workshops or courses, or simply reflecting on your own communication patterns and

habits.

Key performance indictors(KPIs) in advertising

Here's a breakdown of some important KPIs:

Return on Ad Spend (ROAS):


This measures the revenue generated for every dollar spent on advertising,
indicating the profitability of your campaign.

Cost per Acquisition (CPA):


This metric calculates the average cost to acquire a new customer through your
advertising efforts.

Click-Through Rate (CTR):

CTR measures the percentage of users who click on your ads after seeing them,
demonstrating the effectiveness of your ad messaging.

Conversion Rate:

This KPI tracks the percentage of users who take a desired action (e.g., making a
purchase, signing up for a newsletter) after interacting with your ad.
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Cost per Click (CPC):

CPC measures the cost paid for each click on your ads, providing insight into the
effectiveness of your ads and budget planning.

Customer Acquisition Cost (CAC):


CAC measures the total cost of acquiring a new customer, encompassing all
marketing and sales expenses.

Quality Score:

Provided by platforms like Google Ads, Quality Score assesses the relevance and
quality of your ads, keywords, and landing pages, influencing ad costs and
position.

Frequency:

This KPI tracks how many times an ad is shown to a specific user, helping to
optimize ad delivery and avoid ad fatigue.

Website Conversions:

These are conversions that occur on your website as a result of your advertising
campaign, such as purchases, sign-ups, or form submissions.
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EMERGING TRENDS IN ADVERTISING

INFLUENCER ADVERTISING

Influencer marketing is a form of marketing that enables businesses to collaborate

with individuals who have a following for increased brand exposure. Companies may

ask a person with a large following to publish social media content that promotes their

products or services. People often follow individuals they trust on social media, so if

they see someone they follow advertising your business, there's an inherent trust

factor you can lean on to boost your conversion rate.

Here are a few other advantages to consider:

Establish credibility and trust. One of the reasons many businesses have a hard time
selling their products and services is that they can't establish credibility. Your
business must appear credible if you want people to buy from you. By partnering with
an influencer that followers trust, you can quickly boost your credibility.

Cost-effective. Another major benefit of using influencer marketing is that it's cost-
effective. If you decide to use this tactic, you may generate a significant return on
your investment as long as you partner with the right people.

Attract quality leads. By using influencer campaigns, you can reach people who are
likely interested in the products and services you offer. As a result, you may have an
easier time increasing your conversion rate.

Boost brand awareness. When you partner with influencers, you immediately get
your products and services in front of hundreds of thousands of people. There are
even some influencers who have millions of followers. Therefore, there are plenty of
ways to use influencer marketing to boost brand awareness.

LIMITATTIONS OF INFLUENCER MARKETING

Here's a more detailed breakdown of the limitations of influencer marketing:

1. Measuring Return on Investment (ROI):

 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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Challenge:
Accurately tracking the impact of influencer campaigns on sales and other key
metrics can be difficult.

Why it's hard:

Influencer marketing often involves indirect influence, making it challenging to

directly attribute sales or conversions to a specific campaign.

Solution:

Develop robust tracking mechanisms and analytics to monitor campaign

performance and identify areas for improvement.

2. Authenticity and Trust:

Challenge:
Influencers may promote products or services they don't genuinely use or believe in,
eroding trust with their audience.

Why it matters:

Inauthentic endorsements can damage a brand's reputation and lead to negative

perceptions.

Solution:

Carefully vet influencers, ensuring they align with the brand's values and target
audience, and prioritize transparency in sponsored content.

3. Lack of Transparency and Disclosure:


Challenge:

Not all influencers clearly disclose sponsored content, making it difficult for viewers
to differentiate between genuine opinions and paid promotions.

Why it's a problem:

Lack of transparency can lead to distrust and damage the credibility of both the
influencer and the brand.

Solution:

Encourage and enforce clear disclosure guidelines, and educate influencers on the
importance of transparency.

4. Follower Fraud and Engagement Issues:

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Challenge:

Some influencers use bots or other methods to inflate their follower counts and
engagement metrics, creating a false impression of influence.

Why it's a problem:


Brands can waste resources on influencers with fake followers and engagement,
leading to a poor return on investment.

Solution:

Thoroughly vet influencers and their engagement metrics, and consider using third -
party tools to verify authenticity.

5. Cost and Time Investment:

Challenge:

Influencer marketing can be expensive, especially when working with high-profile

influencers, and requires significant time for planning, execution, and monitoring.

Why it matters:

Brands need to allocate sufficient resources and time to ensure successful

influencer campaigns.

Solution:

Develop a clear budget and timeline for influencer campaigns, and prioritize micro-
influencers or influencer marketing agencies to manage campaigns efficiently.

[Link] for Negative Publicity:

Challenge:

If an influencer's values or audience don't align with the brand's, or if the influencer
makes a mistake, it can lead to negative publicity and damage the brand's
reputation.

Why it matters:
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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Negative publicity can be difficult to control and can have a lasting impact on a
brand's image.

Solution:
Thoroughly vet influencers and their content, and have a crisis communication plan
in place to address potential negative publicity.

Sustainability and social responsibility in advertising

Sustainable and responsible marketing involves creating, communicating, and

delivering value to consumers in a way that balances profit goals with environmental
protection and social well-being. This approach goes beyond traditional marketing
practices by considering the long-term impact of business activities on society and
the environment[1][2].

Key Components:

 Environmental Sustainability: This involves minimizing the ecological footprint

of marketing activities, such as using eco-friendly packaging or promoting products
with lower environmental impact.
 Social Responsibility: Marketers should consider the broader societal
implications of their actions, ensuring that their practices contribute positively to
communities and stakeholders.
 Ethical Practices: Adhering to moral principles and values in all marketing
decisions and activities is crucial for building trust and maintaining a positive brand
image.
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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Figure 1 Sustainable and responsible marketing (by author using [Link]) CC BY-
NC-SA 4.0

Ethics in Marketing

Ethics are a collection of principles of right conduct that shape the decisions people
or organizations make. In the context of marketing, ethics involve deliberately
applying standards of fairness and moral rights and wrongs to decision-making,
behavior, and practices within an organization.

Importance of Ethics in Marketing

Ethical principles in marketing are crucial for several reasons:

 Building Trust: Ethical practices help establish and maintain consumer trust in
a brand.
 Brand Image: A strong ethical stance contributes to a positive brand image.
 Long-term Relationships: Ethical behavior fosters long-lasting relationships
with consumers and stakeholders.
 Legal Compliance: Many ethical principles are also legal requirements,
helping businesses avoid legal issues.

Ethical Principles in Marketing

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Ethical principles in marketing include:

 Transparency: This principle involves clearly communicating product

information and pricing to consumers. For example, a food company should
accurately list all ingredients and nutritional information on their packaging.
 Privacy: Respecting consumer data and privacy preferences is increasingly
important in the digital age. This includes obtaining consent for data collection and
ensuring secure storage of personal information.
 Fairness: Marketers should avoid deceptive practices and treat all customers
equitably. This could mean offering the same promotions to all customers or ensuring
that advertising claims are truthful and substantiated.
 Social Responsibility: Considering the broader impact of marketing activities
on society is crucial. For instance, a beverage company might launch a campaign to
promote responsible drinking or support local community initiatives.

Ethical Marketing Practices:

 Transparency in Pricing: Hotels clearly displaying all fees and taxes upfront,
with no hidden charges added at checkout.

 AuthenticRepresentation: Tour operators showcasing genuine, unedited

photos of destinations and experiences in their marketing materials.

 Community Support: Adventure tourism companies partnering with local

guides and businesses, promoting economic benefits for host communities.

Unethical Marketing Practices:

 Misleading Imagery: Hotels using heavily edited photos that misrepresent.

 False Scarcity: creating artificial urgency by falsely claiming limited room

availability.

 Greenwashing: Resorts promoting themselves as “eco-friendly” without

implementing meaningful sustainability practices.

 Cultural Insensitivity: companies using stereotypical or offensive imagery of

local cultures in their marketing materials.

 Hidden Fees: Vadvertising low base rates but adding significant service fees
a.

 Fake Reviews: fabricated positive reviews to boost their ratings on websites.

Factors Affecting Ethical Marketing Behaviour

Several factors influence ethical decision-making in marketing:

1. Societal Culture and Norms: Societal culture influences what is considered

ethical in marketing by reflecting the shared values and beliefs of a community. In
tourism, this means respecting local customs and traditions.
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 Example: A travel company promoting tours in Thailand might

emphasize cultural sensitivity by educating tourists about respectful behaviour at
temples and local customs, thus aligning their marketing strategies with societal
norms.

2. Laws and Regulations: Legal frameworks establish boundaries for ethical

marketing practices. In Canada, laws like the Competition Act ensure truthful
advertising in tourism by prohibiting misleading claims about travel packages or
accommodations.

 Example: A hotel chain must accurately describe its amenities and

services to comply with these regulations, avoiding exaggerated claims that could
mislead potential guests.

3. Industry Culture and Practices: Each industry has its own set of norms that
influence ethical behaviour. In the hospitality sector, there is an increasing emphasis
on sustainability and eco-friendly practices.

 Example: Hotels like Fairmont Hotels & Resorts incorporate green

initiatives, such as energy-efficient lighting and waste reduction programs into their
marketing strategies, reflecting the industry’s shift toward environmental
responsibility.

4. Corporate Culture and Expectations: A company’s internal culture significantly

impacts its marketing ethics.

 Example: In the recreation sector, companies like REI promote ethical

outdoor recreation by encouraging responsible use of natural resources and
supporting conservation efforts. This corporate culture of environmental stewardship
is reflected in their marketing campaigns, which emphasize sustainable outdoor
activities.

5. Personal Moral Philosophy and Ethical Behaviour: Individual marketers’

personal values play a crucial role in ethical decision-making. In tourism, a marketer
who values authenticity might prioritize promoting genuine cultural experiences over
commercialized attractions.

 Example: A tour operator might focus on offering small-group tours

that engage with local communities respectfully, ensuring that their personal
commitment to ethical tourism is reflected in their marketing approach.

Ethical Issues in Marketing

Ethical issues in marketing encompass a range of deceptive and anticompetitive

practices that can harm consumers, competitors, and markets. These issues span all
aspects of marketing, from strategy and research to pricing, product development,
distribution, and communication[3].

Deceptive practices often involve misrepresentation or manipulation of information.

Examples include:

 Exaggerating market potential in planning

 Using hidden cameras without consent in research
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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 Making false product claims

 Misleading advertisements or manipulative sales tactics

Anticompetitive practices aim to unfairly restrict competition, such as:

 Attempting to monopolize market segments

 Price discrimination without justification
 Exclusive dealing arrangements

To maintain ethical practices, companies should:

 Prioritize transparency.
 Substantiate claims.
 Respect consumer privacy.
 Avoid manipulation.
 Promote fair competition.
 Consider their social and environmental impact.

This approach builds trust, maintains reputation, and contributes to a fair marketplace.

Corporate Social Responsibility

Corporate social responsibility (CSR)[4] refers to a company’s voluntary efforts to

integrate ethical, sustainable, and socially responsible practices into its operations
and strategy. It is how firms balance social, environmental, and economic concerns
within their business model.

Importance of CSR

CSR provides:

 Enhanced Brand Reputation: CSR initiatives can significantly improve a

company’s public image and brand value.
 Improved Financial Performance: Studies have shown a positive correlation
between CSR activities and financial outcomes.
 Increased Employee Engagement: CSR programs often lead to higher
employee satisfaction and retention rates.
 Investor Appeal: Socially responsible investing has gained traction, with many
investors seeking companies with strong CSR profiles.
 Competitive Advantage: CSR can differentiate a company from its
competitors in the marketplace.

The core characteristics of CSR are:

 Voluntary Nature: CSR initiatives extend beyond legal requirements,

demonstrating a company’s proactive commitment to social good.
 Managing Externalities: Companies take responsibility for their impact on
society and the environment.
 Multiple Stakeholder Orientation: CSR considers the interests of various
groups, including employees, customers, suppliers, and local communities.
 COMS 353: ADVERTISING COMMUNICATION STRATEGIES
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 Social and Economic Alignment: Balancing profitability with positive societal

impact.
 Integration of Practices and Values: CSR should be embedded in a
company’s core values and daily operations.
 Beyond Philanthropy: While charitable giving is important, CSR encompasses
a broader range of sustainable and ethical business practices.