L.

Copetti Audrey Vlieghe

2020 2021

UE3 PUB ENGLISH COURS

1. Introduction
1.1. Advertisements you have seen this week (p11)
1.2. Arguments (p11-12)

2. Definition of an advertisement
-for communication intended to inform and/or persuade one or

Paid-for = If no cost whatsoever is involved then the communication may be good

publicity, it may be persuasive but it is not technically advertising.
Publicity = Attention in magazines, newspaper or television
Communication = Every advertisement attempts to bridge a gap between the sender and
the receiver, the bridge = the receiver. Whether in words or in pictures (usually both)
advertisements must communicate something to whoever sees or hears them.
Intended = The intended aim of the advertisement is not always reached but it is still an
advertisement. It is the intention that counts.
Inform and/or persuade = All the information an advertiser includes in an advertisement
is intended to be persuasive (unless it is there because it is legally necessary). So, all
advertisements aim to inform and/or persuade, just not all of them do persuade. Some
people are only informed ...
One or more people = When the public things about advertising, it almost always thinks
about mass advertising, in mass media.

Advertising has long been viewed as a method of mass promotion in that a single
message can reach many people: mass media such as newspapers, magazines,
television or radio commercials, outdoor advertising or direct mail; or new digital
media such as blogs or websites and social media sites. But, this mass promotion
approach presents problems since many people exposed to an advertising message

of advertising expenditure. However, this is changing as new advertising technologies

and the emergence of new media outlets offer more options for targeted advertising.
Worksheet

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2.2. What makes an advertising campaign successful?

The objectives must be clear from the outset. You might want to launch a campaign
intended to:
- Launch a completely new brand
- Launch a new product (into an existing brand)
- Promote an improvement to an existing brand
- Make people who have not heard of a brand become aware of it
- Persuade people who know to try a brand they heard of
- Persuade ex-users to try it again
- Persuade current users to use it more often
- Persuade a different target market
- Persuade retailers to stock the brand so people can easily buy it
A campaign may well have more than one single objective, as long as the different objectives
are consistent with each other (not contradictory) no fewer that 4 overlapping objectives.
There is a hierarchy of objectives: business, marketing, communication and media.
Bubule Mange Comme Mélanie.

The business objectives (commercial objectives)

Hard and tangible commercial measures of success
What are the financial goals that need to be delivered?
Ex: Increase in sales, profit, share, margin, number of members or money raised.

The marketing objectives

How can marketing help to deliver upon the business objective?
Business and marketing objectives done pre-brief
Ex: For retailers: increases in footfall, for FMCG brand: getting people to buy more often, for
a service brand: lowering the cost per acquisition, etc.

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The communication objectives

How can communications be used to deliver the desired purchase behaviour?
They will support the wider marketing effort in fulfilling the business aims.
They should include a VERB the role of communication is active + designed to deliver a
behavioral change/actions identified in the marketing objectives
Ex: Increase brand awareness, brand image statements (standing out or likeability).

Objectives should identify where you currently are (A) and tell you where you want to get
to (B)

The media objectives

How does media help deliver against the communications objective?
Reach = The amount of people who will get to see the advertisement as a % of the total
potential universe
Frequency = How many times an individual has an opportunity to see or hear the solution
Impressions = The total number of advertising views
Clicks = The number of times poeple have clicked on an ad during a period
Engagements = It can be defined as a deeper interaction with an advertisement, reflection
this lever of interaction

The client brief

Important document that sets out what the client wants to agency to do
A written brief facilitates communication and helps each party understand the
requirements of the other
It should include:

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3. What do people want from their brands? Facts or images?

If you want to buy a smartphone, what do you want?
To have an Octa-core
To check your Instagram fast
You do not buy a drill because you want a drill, you buy a drill because you want a hole in
your wall = End benefits
Because human beings vary, the end-benefits which different groups of people
require from similar products inevitably very too
An advertising campaigns will need to promote the different end-benefits that
each of the target markets requires

If you look at any ad from the 19th there has been a shift in focus from
ads focusing on facts, on the product itself and how it functioned to ads concentrating on
end-benefits Today product ingredients and formulations will only be mentioned to back
up and justify the end-benefit the product provides

The benefits that consumers want from products are X only factual and functional
Consumers want and accept psychological and emotional + functional end benefits from
the goods they buy
They also want their purchases to make them feel good, in any number of ways
They want to brand image to be right for them
Brand image = The halo of feelings and emotions that brands inspire

The advertising strategy will define what the tar

needs
Emotional advertisements are, on average, more effective than unembellished factual
advertisements

Should we focus entirely on the emotional value and disregard the product itself?
No! -
versa)
No matter how clever an advertising campaign is, advertising cannot make consumer
think a weak bear is strong for example
Clever (but foolish) advertising may persuade consumers to buy the product once, but
they will quickly discover they have been cheated
The functional and the image benefits that a brand offers must interlock as tightly as
pieces in a wooden jigsaw, ff the pieces do not fit together perfectly consumers will find
the brand confusing, therefore unacceptable

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Maya Angelou, the great American poet and writer once said
forget what you said, people will forget what you did, but people will never forget how you

If you manage to have your consumers remember your ad,

with EE (p.22-23°)

3.1. Communication models

The rational communication model
Classic reason why-model
Focus on: product features + positive effects they provide
Comparison w/ the competitors
Never try to establish an emotional link rely on the rationality
Objective: Keep buying or to try the product for the first time

The rational/emotional communication model

Your attention is drawn with some information and an emotional element is added to
finally get the consumer to buy (or vice versa)
Objective: Reinforce what the consumer already knows

The emotional communication model

Tries to hit the hearts convince through the use of emotions
Create a sympathic relation between the brand and the consumer
Important to strike the right balance when triggering the information
Balance between the importance of the story and the brand

3.2. The example of Johnnie Walker (emotional communication)

No product shots were shown, it never told why Johnnie Walker better is than another
whisky, the price was never shown Nothing rational about it.
Pure emotion
The campaign builds the framework in the head of the consumer You sympathize with
the main character, and hence with the brand
Chances are that next time you think about whisky, you think about Johnny Walker

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4. Advertising and Society

4.1. Noam Chomsky

With spectators, not participant, you get a properly functioning democracy

Idea: Controlling everyone Turning the whole society into the perfect system
Perfect system = A society based on a dyad, a pair

4.1.1. 3 examples:
Economics: Markets are based on informed consumers making rational choices
With a system like that ads would be informative
Advertising: The point is to create uninformed consumers who will make
irrational choices
Elections: Creating an uninformed electorate making irrational choices

4.2. Lie in advertising

David Ogilvy
your own family to read
Do as you would be done by. If you tell lies about a product, you will be found out
either by the government, which will prosecute you, or by the consumer, who will
punish you by not buying your product a second time. Good products can be sold by

advertising it. If you tell lies, you do your client a disservice, you increase your load of
guilt, and you fan the flames of public resentment against the whole business of

5. The Advertising Triangle

5.1. First, The Marketing Mix

The Product = The tangible, physical object or service itself
The more successful company will find out what customers need or want, and then
develop the right product, with the right level of quality, to meet those needs now and in the
rwards)
How to think about Product?
- What is the lead benefit that this product brings to market?
- Does this set it apart from the competition? It might be a laundry detergent that
brings a superior cleaning benefit or a nicer fragrance.
- Does the reality of the
trying to create?

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The Price
A product is only worth what an end- customer is prepared to pay for it
Needs to be competitive, but not necessarily the cheapest
Must also provide a profit
How to think about Price?
- Is the price of a product being set against its competitors? For example,
-label products compete with brands often by charging less for
similar products
- What is the relationship between price and sales?
- Could the price be adjusted based on market demand or the profile of the buyer?
- Will a change in price adversely affect the desire consumers have for a product?

The Place The distribution

Getting the product from the warehouse to the customer and all the steps between
Must be available in the right place, at the right time, and to the right quality for the
consumer
Marketers must consider the most effective distribution channels, develop a supply chain
management strategy, identify specific channel partners
How to think about Place?
- Are you creating the adequate amount of buying opportunities for the product?
Products that have large potential buyer bases, which are bought frequently, need to
be highly available. For example, fast-moving consumer goods like shampoos and
household cleaning products
- Is the product listed in multiples or niche specialists?
- Does the product need to be distributed in places that allow consumers to
experience or trial it?
- Is the product better sold online than in a physical store?

The promotion = The various characteristics of an integrated marketing communication

plan; that is, the communication messages that inform, educate and persuade consumers to
buy the product
A also includes PR, corporate identity, exhibitions etc.
How to think about Promotion?
- What are the fundamental channels that a brand uses to promote itself?
- Who does promotional activity target?
- Is the promotional strategy designed to drive effect over the long or short term?

+ People
Making sure you have the right people to do the job. They must be appropriately trained,
well-motivated and have the right attitude

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+ Process
How the product or service will reach the end-customer
The
encouraged to dialogue with the company

+ Physical evidence
Various, diverse signals that the brand gives off to reinforce its credentials
Ex: Physical premises, website design, consumer reviews, etc.
Businesses can control their packaging, have some limited control over the retail
environment in which they are sold, and no control over people reviewing their products
online. All of these areas should be considered as part of a marketing strategy

5.1. The advertisers

For them, advertising is a means to an end. It is one of the numerous means of marketing
communication.
end Ask yourself: What does a company want? (Ex: improve sales, brand image, etc.)
They are the ones who pay for the ads but advertising is not their principal activity (but
they want to see results)

For many advertisers, advertising will be their main means of marketing communication, on
which they spend considerable sums of money If your target markets are large, you will
use mass media to reach them and advertising in mass media is expensive

But for other advertisers, advertising will be a far smaller component in their marketing
communications mix
Addressing relatively small, tightly defined target markets
Will include: Business selling to other business rather than to the public (B2B vs. B2C), or
selling to hobbyists who read specialist hobby magazines, or selling to people from a narrow
demographic sector
These companies might prefer to devote less money to advertising and more to another
aspect of their marketing mix

5.2. The media

They c .
In terms of money, the media receive 90% of all the money the advertisers spend, the
agencies get about 10 %
Most mass media simply would not exist if they did not receive hefty revenues from
advertising
They

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Within most media, there is a rigorous separation between the advertising and the
editorial operations, and this is the way the editorial people prefer it

5.3. The advertising agencies

The sector that produces the advertising campaigns. They create the advertisements, and on
behalf of their clients they buy the space and time in the media, where the advertisements
appear.
Creative agencies = Create and produce advertisements
Media agencies = Plan and buy media

6. The target audience

6.1. The persona

Represents a cluster of fictional users, archetypes who exhibit similar behavioral patterns
in their purchasing decisions, use of technology or products, customer service preferences,
lifestyle choices, and the like
Behaviors, attitudes, and motivations are common to a "type" regardless of age, gender,
education, and other typical demographics Personas vastly span demographics
Are based on attitudes and objectives of people who are being interviewed and observed
in a research phase
Have: Names, personalities, pictures, backgrounds, families and, perhaps most
importantly, they have goals
Having a clear view of the goal that needs to be reached can give a lot of
information as to the type of media that will be chosen to place the ad

6.2. Steps to develop a persona : Draw a large cross on an A2 piece of paper that
(each will contain
different information)

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6.3. Media channels : Strengths & weaknesses for advertising

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7. Research

The Golden Key = Rules, which, like scientific laws, will guarantee results in advertising
D What does exist in advertising is research, namely, how to gather as much
scientific evidence (in terms of psychology e.g.) as to claim to have understood the prospects
Walter Dill, The Psychology of Advertising The first of countless studies that have aimed
to show, in psychological terms, how advertising works
Claude Hopkins, Scientific Advertising Specialized in direct response, coupon
advertising, where the results of advertisements can be exactly measured by counting the
coupons sent in
First attempt at turning advertising into science
This trend was interrupted during the 1930s because of the Great Depression that
led to a fall in worldwide advertising expenditures
Early 1950s Advertising started to boom again
USA: Movement that believed it had found the Golden Key emerged in New York and
Chicago Was called motivation research (or depth research)
Was loosely based on Freudian psychoanalytic theory: C
was more often emotional than rational, and was influenced indeed controlled by

Vance Packard, The Hidden Persuaders Successful advertising manipulates

human motivations and desires and develops a need for goods with which the public
has at one time been unfamiliar perhaps even undesirous of purchasing. Another
one was: We undress people in terms of their rationalizations.
General public began to be scared, the term brainwashing was used a lot BUT
the
The claims of researchers should be taken with sizeable pinches of salt: they are
frequently exaggerated and sometimes downright untruthful It is in their financial
interest to convince advertisers that their researches, and their advertising, are
exceptionally potent. This way, they win more clients, and their clients spend more
money on advertising
James Vicary, 1957 Claimed to have substantially increased the sales of Coca-Colas and

at all

But Vicary had never persuaded anyone, subliminally He admitted the whole
thing had been a hoax
Subliminal advertising has never existed!

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Wilson Bryan Key, 70s Gave subliminal advertising a new twist His thesis was that
obscene words and images are secretly "embedded" in ads to make people buy things they
do not want or need
The belief that all advertising works by promising sexual success has stuck.
Countless media articles and debates are built on the belief that sex constantly perks
up advertising, and that sex will sell anything: sex is the long-searched-for Golden Key
This is also completely false

7.1. The Unique Selling Proposition (USP)

Rosser Reeves, who worked with the Ted Bates Agency and his tram were convinced they
had found the elusive Golden Key (the USP). But in reality, the USP process is a complete
campaign development system, in which research plays an integral part.

The USP = Starts out by stating that all advertising campaigns should search for the single
fact about a brand which differentiates it from its competitors and will make people buy: the
USP. But once this USP has been identified, incorporated into a campaign, the research
aspects of the system kicks it (Mais une fois que cet USP a été identifié, incorporé dans une
campagne, les aspects de recherche du système le déclenchent).
When
two figures are calculated:
1. The percentage of the public who buy the brand and who know the advertising USP
2. The percentage of the public who buy the brand but do not know the advertising USP
T usage pull
As long as 1 is larger than 2 the extent by which it was larger represented the additional
percentage of the population the USP had persuaded to buy the brand. This sounds logical: if
more people who know the USP buy the brand, presumably it is the USP that has persuaded
them to buy. And the greater the difference between 1 and 2, the greater the power of USP.
If 2 was more or less the same as 1, then the USP was not persuading anybody extra to
buy the brand: the USP was unpersuasive.
And in those unusual cases where 2 was larger than 1, the USP was actually putting
people off, the usage pull was negative. A campaign that did not demonstrate sufficiently
positive usage pull would itself be pulled off air.

Ross Reeves claimed that by accurately identifying USPs, and then measuring their usage
pull, they could significantly increase advertising effectiveness

HOWEVER, over the decades, three changes occurred that seriously undermines the USP
system:
Research shows that people who regularly use a brand - any brand- are far more likely to
.
the advertising that persuades you to use a brand: if you use a brand, you tend to know its

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advertising. All to be still more exact, both things happen at once and causation either way is
impossible to prove
As economies grew more affluent, and more and more products came onto the market,
the functional differences between brands often became imperceptible. The main
differences were brand image differences - the public perceived the brand differently,
sometimes knowing full well they had all but indistinguishable product specifications. So,
brand image advertising grew in importance, and importance of traditional USP advertising
dwindled
The USP system was highly verbal. A USP must be a fact expressed in words, so the
images may be more visual than
verbal, and many commercials may also employ powerful wordless music. We know that
consumers often buy products for emotional rather than rational reasons- reasons they
themselves may not be able to identify, let alone put into words.

The USP system went out of fashion. However, the basic principle of identifying a single
fact which differentiates a brand from its competitors, where one such fact can be identified,
remains a key factor in most advertising strategies

7. 2. Research Today
Advertising research today has naturally absorbed much of this historic learning and has long
ago stopped searching for an over-arching golden key. Research today deals with the
separate parts of the advertising process bit by bit, seeking to improve potency and
effectiveness incrementally as the campaign develops. Everyone recognizes that advertising
is far too complex, and too heterogeneous, for this to be possible.
The principal division in campaign research today is between pre-testing (carried out by the
creative agencies) and post-launch tracking (carried out by the advertisers, employing their
own chosen research companies).

7.3. Pre-testing
The campaign starts to take shape when agency account planners have drawn up an
advertising strategy, and this has been agreed by their colleagues and by their client. The
strategy will include what the advertising campaign must communicate, and to which target
market. Once the creative team has come up with its initial ideas and concepts, the account
planners return to the campaign development process. At this stage, they test out the
concepts on a sample of the target market.

This testing is almost always carried out in focus groups of 8 to 10 people (one to one
interviews may also occasionally be used). It is vitally important for the interviewees -
whether in groups or individually - to be drawn from members of the target market (ex: with
the sports car)

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They discuss the creative concepts shown to, under the guidance of a skilled group
leader - usually an experienced market researcher or account planner
ADVANTAGES DISADVANTAGES
Far less expensive The individuals will not have much time to
express their personal views; consequently,
it is almost impossible to probe deeply into
individual responses; and shy individuals
may get trampled upon by others
Faster: interviewing 8 to 10 people at once Even experienced group leaders tend to
is inevitably quicker to accomplish than influence what the respondents say, try as
interviewing them individually they may to avoid doing so
The group members provoke reactions from
each other interactively, which the group
leader will be able to encourage them to
explore together

Several focus groups will be carried out - relying on a single group is far too chancy - and
the person who has handled them will consolidate the findings, listening again and again to
tape recordings of the discussion, and studying the responses carefully
He or she will then meet the creative team, together with the account executive, and go
through the findings. If certain of the findings are negative, the creative team will usually be
able to amend the advertisement concepts so that it overcomes the target markets
concerns. But sometimes this is not possible, and the idea or ideas have to be totally
abandoned. Then it is back to the drawing board!
Only when an advertisement concepts has come through this process will it be presented,
together with the findings of the research, to the client

7.4. On the track

Tracking studies began in the 1950s, but did not become the dominant form of post-launch
campaign evaluation until the 1990s. As their name implies, tracking studies drag the impact
of the campaign after it has begun, with regular surveys. The survey questions can cover
many areas:
R
R attitudes to the campaign - what they thought was good/bad, what they
found interesting/uninteresting, what they liked/disliked, what they found
persuasive/unpersuasive, and so on

The tracking surveys may be carried out monthly, bi-monthly, or quarterly

It is vital for each successive tracking survey to use precisely the same questions as its
predecessors, to be comparable, and each survey must interview exactly matched samples

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of respondents Even the tiniest changes in question wording or in simple structure can
produce wild and seemingly inexplicable fluctuations in response levels

DAVID OGILVY WROTE :

Respondents do not always tell the truth to interviewers. I used to start my questionnaires
- Jack Benny or a Shakespeare
play? - If the respondent said Shakespeare, i.e. he was a liar and broke off the interview.

When Gone with the wind was a runaway bestseller, we asked a cross-section of the adult
population whether they had read it. The number of yes replies was obviously inflated;

nned to read it, while those who had already read it

sense. This produced a credible result.

Waiting for a train in Pennsylvania station one evening, I was accosted by an interviewer and
asked questions which I had written two days before. They were impossible to answer. I
went back to my office and cancelled the survey.

A food manufacturer had to decide whether to sell his products in cans or glass jars. He
guessed that some housewives would vote for glass because they thought glass sounded
more prestigious, so he gave out samples of his products in glass and other samples cans.
Two weeks later he called back and asked housewives which samples tasted better. A large
majority declared the product of jars tasted better than the same product in the cans.
Without knowing it, they were voting for glass.

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8. Influencers - Part 1

8.1. Influencer marketing : What & Why ?

Word of mouth is not new. But... Until the start of the 90s, there was no channel that could
reach such a large group of people independently.
The arrival of social media Nowadays = easier and more socially acceptable to give your
opinion without being asked to do so.
Influencer marketing traditional marketing domain
Since 2015 Interest in influencer marketing has skyrocketed
Influencer Marketing = child of its time, raised to prominence by the Internet
Digital revolution has democratised communication
Everyone is in contact with everyone else, as both sender and receiver
Ordinary consumers are now
Every minute = 300 hours of video content is uploaded op YouTube + Every minute =
475,000 tweets sent out
Traditional advertising belongs to the past (cfr. Banner blindness, chronic advertising
Via influencers, you can speak to people
that other media can no longer reach + You can speak to them in the right way
>< Adblockers, ads that are fast forwarded

8.2. Different kinds of communication

Influencer marketing + WOM = Human to Human communication (h2h)
For companies : Business-to-Consumer communication (b2c) or Business-to-Business
communication (b2b)

8.3. Influencer marketing VS. WOM

:
Word of mouth involves one-to-one relationships (ex: neighbour, colleague...)
Influencer marketing = one-to-many communication (ex: Twitter account of a single
person)

8.4. Influencer Marketing

A good influencer:
Combines a personal message with reach
Invests in their personal branding
Communicates PB2C (personal brand-to-consumer)
Personal = The personal approach (their own personality) is their trademark

Influencer Marketing = An action plan by which you strengthen marketing messages from
consumer to consumer through people who communicate in a manner that is so
contextually relevant and meaningful that they persuade others to take action

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In other words: As a marketeer, you influence how influencers influence their public about
your brand

Influence = The effect that a person or a thing has

behavior or in the way things happens

How?
By providing exclusive information to the influencer
By providing them with ready-to-use content
By creating new content together

Influencers or community managers?

CM try to start a conversation with their customers on behalf of their brand or company.

Give their organisation a voice

Answer consumer questions
Strengthen the bond between customer and company

Influencers are not CM :

T
They create engagement if a post elicits almost no reaction
When the ball is rolling, the CM jumps in channelling the flood of reactions to the benefit
of the organization

Influencer marketing is unique

Influencers engage in authentic person-to-person relationships (impossible for
companies)
They are taking over part of the role of mass communication
Consumers have never trusted brands as much as they do influencers today

8.5. Potential impact of influencer marketing

- 28% of the time of the average online user is spent on social media
- 47% of all millenials say that social media influence their purchasing decisions
- 67% of all purchases of consumer goods are based on user-generated content
- 90% of consumers read online reviews before they buy a product
- 91% of people already make purchases based on personal recommendations

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8.6. Critiques
Lack of control of marketeers over the end marketing product (an influencer gets to decide
what message they wish to spread)
Answer: The conversation will take place with or without you, better to be sitting around
the table. How can you control what influencers will say about you otherwise?

European influencers have a smaller reach than Americans, is it worth the effort?
Answer: The European context is a blessing in disguise: you are less tempted to focus on
quantity and reach (ok for massmedia) but more on quality, the real thing!

8.7. Conclusion on the rise on influencer marketing

Developments in 3 areas explain the rapid rise of influencer marketing:
Tech : Through social media, consumers now collect their own information from reliable
sources and also have the ability to reach a large number of people independently
Culture: Unasked-for advice is no longer shunned but accepted and valued
Advertising: consumers are sick and tired of the mass communication of companies

9. Influencers Part 2

9.1. Influencers
Influencer
meaningful enough to elicit actions from others
= Not an organization, not stakeholders, not PR
who expressions a contextually relevant message = By working with
distribute your message the right way, at the right time and the right people
that is meaningful enough = They can help your brand to build credibility by guiding you to
produce content that truly meets the needs of your consumers, because they are so close to
the reality
to elicit actions from others = Research findings suggest that more than 90% of all
consumers read online reviews before they buy

What is their potential value?

Adding up their total number of followers on their different social media profiles?

communication. Very few influencers have the same reach as adverts on national TV or ads
in the printed press.
Moreover, the influencer with the biggest reach the biggest effect on the behaviour of
his followers. How can they remain relevant for their entire community?

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9.2. Value of an influencer?

Formula to quantify the value of influencers: influence = reach x engagement x relevance
Reach = Total number of followers The wider the public of the influencer, the more

Engagement = The more interactions (likes, shares, reactions) an influencer can generate,
the stronger his connection with his followers
Relevance = The success of your influencer marketing depends on the match between
your influencer and your company

Is it a magic formula?
No, you must apply the right weighting to the 3 variables
=> A way to choose between an influencer with 50.000 and one with 3.000 followers: when
taking the relevance and the engagement of the one with 3.000, you could decide to go for
them!

9.3. Segmenting influencers

When using reach, engagement and relevance, you can identify the most valuable
influencers in your sector BUT ... because you want your influencers to provide different
types of content at different times, you must divide them into segments!

9.4. Micro influencers VS Macro influencers

Macro Influencers are more useful in a mass communication context than in more carefully
targeted marketing
Very expensive
C
1mil + followers
High reach, low engagement, high cost, passive followers
Ex: Kylie Jenner, Selena Gomez, David Beckham

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Micro influencers (a.k.a. niche-influencers),

Compensate their limited reach with additional interaction and relevance
Cheap and happy to enter into long-term relationships with your brand!
1000 999.999 followers
Low-medium reach, high engagement, low cost, active followers
Industry experts, bloggers, influential niche market, experts, trusted sources

10. Influencers Part 3: Advice to marketeers

10.1. The strategy

Influencer marketing = new added value to your media mix BUT not the only channel you
should be concentrating on!
Best return = clever combination of different channels Add influencer marketing to
your existing range of traditional and new media

Market leaders can be divided into 3 categories:

Product leadership (best product : Nokia and Blackberry Apple Samsung)
Operational excellence (lowest price : Aldi, Ryanair)
Customer intimacy (best customer orientation)

10.2. Customer intimacy

Focus on your customers (neither on product nor the price)
The customer always comes first
Their problems and experiences are your main concern
Build up an emotional relationship with them

10.3. Objectives of influencer marketing

Awareness
Focus the attention of a new public on your company
Improve your brand image
Increase the name awareness of your new product when launching it

Sales
A positive contact via an influencer can guide your potential customer further into the
sales funnel

Retention
Let influencers stimulate the loyalty of your existing customers
In crisis situations, having the right influencers can be a key factor in limiting the damage
to your image

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10.4. When should you use influencers?

Product launches
Name awareness Mass communication
BUT Do you want to create a buzz ? Are you active in a niche market? Is the product highly
innovative? Not enough money for radio/tv? Influencer marketing!

Example: B
forward to your fantastic new product. Then, follow this up with an online video in which the
influencer tests the product and praises its virtues. The results will be:
You increase the name awareness of your product with a specific and relevant target
group
The image of your product is boosted in part
in part through their enthusiasm for the product

product

Awareness campaigns
You (brand/product) must remain visible Need to develop sustainable, long-term
relationships with the influencers : (also without a new product!)
Invite them for a tour of your factory
Plan a meeting with the management
Give them exclusive information
In a nutshell : develop your relationship into a real partnership! The results will be:
Influencers will also pick up on your small items of news
They will more frequently produce spontaneous content about your product, service or
organisation
They will more quickly make the connection to your company when they are discussing
related products and markets

For increased sales

If the influencer is reviewing a product, ex: on his YouTube channel Make sure that this

Affiliate links = They lead straight to a sales page. The influencer can get a commission on
the sale if they spread the link. The influencer is rewarded and you know what addition sales
have resulted from his influencing activities.
Downside: It looks very much like paid advertising How original are you ?

Use you segmentation to determine which influencer is going to use your affiliate links and
which is not
An independent journalist will lose all credibility with affiliate links

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Celebrity
Ok for their network.

Crisis management
that has
a negative image in the news.
Who should communicate ?
Press release: Ok to nuance the context of the crisis
Spokesperson: Ok to explain on TV what corrective measure you intend to take
Managing director: Ok to outline the external factors that contributed to this situation
BUT ... What about the credibility of these messages? Role for the influencers (esp. if you
have good relations with the influencer in question)

10.5. Conclusion
Determine WHAT you want to communicate
Product-oriented (product leadership)
Price-oriented (operational excellence)
Customer-oriented (customer intimacy)

Determine the objective

Awareness
Sales
Retention

Determine the moment

Product launch
Awareness campaign
Sales increase
Crisis management

11. Instagram and influencers

Instagram was conceived to release a molecule responsible for pleasure, motivation and
addiction Dopamine

The objective is to spend as much time as possible on the app and to follow as many people
as possible. Why? For them to collect as much personal data as possible and to show ads
that are as targeted as possible. In order to reach this, they must make the users addicted.

Social validation = One or more passive individuals follow or conform to the actions of others
within a group. It is a basic need.

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We are social animals, always looking for approval, constantly looking to rate themselves
through the eyes of others
Position themselves in the group and
Validate their self-esteem
Instagram => The ultimate social validation tool
You check the number of likes and followers, which your brains considers to be rewards.
And getting a reward releases dopamine

B.J. Fogg of Stanford University says that a behavior is linked to 3 elements:

Your motivation
Your ability to undertake that action
A trigger
On Instagram:
Your motivation is your desire to be seen to get the validation of your followers with

The ability to undertake is almost inexistent (scrolling, scrolling, scrolling ...)

The trigger is The fear of missing out.

It has a double role:

Active by posting pictures to reassure yourself
Passive when following other users who make up your group

Albert Bandura of Stanford says that human beings are always trying to be part of a group:

to (smoking, doing drugs, buying an Iphone)

Or by rejecting the behaviours of antagonist groups

11.1. The theory of social comparison

Our brains use this process in order to:
Reassure us
Boost our self esteem
Fight against the influence in order to stay ourselves

There is two opposing behaviours :

On the one hand, you reject behaviours
On the other, you adopt behaviours

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11.2. Vicarious reinforcement

=Y , (cfr
children)
These people become your influencers
They are everywhere and are followed and watched by everybody, so that brands can use
them to feed you ads without you even noticing

Why?
Because very difficult for our brains to make the difference between natural content
posted by our friends who are self-promoting themselves and the commercial content of
brands which add their products to the pictures of influencers

How does it work?

These influencers will serve as prescribers to tell you how to behave. This creates in your
head a desire to own a product because owning it is the only way to be part of your social
group
Even if you avoid influencers carefully, data collection will allow IG to sell space for ads to
appear between the photos of your friends
These ads will be considered by your brain as natural content, as if it was posted by your
friends
So, the distinction between sponsored content and normal content is blurred in order to

12. Men in advertising

12.1. Rationale
Representation of men in advertising = monolithic
Cult of virility
Questioning masculinity as a social construct to question the relationships between men
and women and to understand how men imagine their role in relation to women and other
men.

12.2. Masculinities
Plural = Variety of male profiles, their evolution, and their hierarchy in society. There are
many different masculinities and femininities:
Historically constructed
Culturally constructed
Redefined

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12.3. Hegemonic masculinity

What guarantees the dominance of men and the subordination of women
Social and economic power
Physical strength
Heterosexual virility

: homosexual masculinity)

Internal domination (among men) serves a higher project: to establish an external

domination (men over women)

12.4. How does this dominant figure show up in advertising?

The virile, athletic, active and self-confident man
Most recurring male profile in advertising
Cosmetics/ cars: Enhance his social success &Affirms his determination and economic
power
A winner
Handsome
Accomplished

The object
Exacerbated virility
A Greek god
Perfumes /luxury goods
Target = women

The expert
Linked with science
82% of experts in TV ads are men
They invent the products and solve the problems
At the top of the social and professional hierarchy

The father
Can be completely overwhelmed (Voo)
A has been
Father + « feminine » tasks = loss of virility
Hopefully, the product will help them
Responsible, loving, dominant father figure

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The ridiculed man

Humour: often used in advertising
Man = geek, loser, clumsy
Physically unattractive
Sub men
They need the product to approach the girls: bbq sauce, axe deodorant
Product = promise of enhanced virility If not:

12.5. Male objects to boost virility

Male colours and tastes (?)
Metal, Leather, Robust, Complex, Angular, Chrome, Product is masculinized: men are
workers and things must be raw, useful and efficient
The build his masculinity
« a » masculinity
Values of sport + values that nourish the capitalistic ideal
Only one avenue open to men
Men need: money, conquests and manly objects to exist and dominate
Advertising plays on the desire to be even more men

12.6. Promoting values

Men are under social pressure through advertising. Advertising imposes representations and
stereotypes which place (young) men in a discomfort and a need to define their role as men
against this hegemonic masculinity
Advertising = object of serious criticism because of its habit of reproducing + over
representing the patriarchal values

Response of the advertising industry

Changing the codes
Brands break stereotypes (#meToo, BLM, body positivity)
Altruism ?
Humanism ?
= Strategy to exploit the ideas that it knows profitable
Activism sometimes (Gillette)

The ideal
Stripping everyday objects of their gendered characteristics
very precise target audience leads to problematic stereotypical representations
Social disparities and inequalities
Diet yoghurt to men ? Or broghurt

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