ADVERTISING. LECTURE 2. 7.02.
2023
ADVERTISERS DISCOVERS TELEVISION.
Advertisers discover television (1957-1967).
Television advertising was characterized by repetition and geometrical success.
1. HISTORICAL CONTEXT
● Alliance between US and Spain
● Developmentalism economic expansion: need to stimulate the economy: need to advertise:
○ TV arrives in Spain 1st broadcast: 10/ 28/ 1956. Only one chain and then 2 until the end of the
80’s.
■ Cardboards sponsorships and promotions (the presenter are the transmitters)
■ 1958: First Spot (30.000 televisions in Spain)
■ 1960: 5 million televisions (1963)
■ Greater coverage and greater consumption.
2. SOCIAL CONTEXT
● Traditional conservative and catholic.
● Patriotism. There’s a huge difference between advertising in the U.S and in Spain. In Spain we can
highlight a huge sense of patriotism.
● the role of women.
○ Women and men roles in society: IN ADVERTISING AS WELL-
■ Women roles: wife; mother respected (never sexy as in today's ads)
■ If they work outside the home: secretary, nurse and teacher. (always portrayed
indoors)
■ They were never portrayed according to the male gaze (sexy and hot), they were
protrayed as virginal and perfect models.
○ Men roles:
■ The boss of the family works outside the home and brings the money.
■ Always portrayed outdoors or relaxing at home.
● The family .
3. FORMAL RESOURCES.
● Repetition; simplicity (visual and sound); animation; silhouette; decorations almost empty;
storyteller: voice over/Narrator
○ SLOGANS/ CLAIMS:
■ “Medias Soberanas adornarán sus pasos”
■ “Si yo fuera mujer, usaría medias Berkshire”
■ “La Española, una aceituna como ninguna”
NOTE: The use of animals as symbols make the brands more recognizable.
STEREOTYPES AND IDEOLOGY:
Stereotypes and ideology. STEREOTYPING is categorizing an individual as a part of the group and
interfering that an individual will have the qualities and personality possessed generally by all the group
members. (Kenrich)
It also affects people’s lives by shaping their opinions, attitudes and beliefs transferring the dominant hegemonic
ideology.
Using stereotypes would appear to make it much easier for advertisers to sell their product to a particular target
market because the epple qhi their ad are instantly awate whether that particular product is relevant to them or
not.
BASIC ADVERTISEMENT: Somebody has something that wants to be sold, it has a message and visual
power.
How did we get there?
The invention of the print was one of the main initials for the advertising. Followed by the invention of the radio
and the television.
Advertising has always existed and will always exist as long as there is someone that wants to buy something or
to acquire a service.
SOLO (638-558) was an Athenian politician, lawmaker and poet. He is considered as the first innovative
lawmaker that set the ground for the creation of democracy, the government system that made Athens powerful
and granted the city its fame all over the centuries. He used his poetry for propaganda purposes.
Then there are more competitors, you need to be different and to differ yourself and your image. The
competitor needs to have a different name, a different comercial image.
The industrial revolution also got a lot to do with the rise of the advertising industry.
Diversification and appearance of new products and services.
Consumer society The objectives of all the economic strategies are focused on the creation of a
demanda. The commercialisation is more disease than the production is more decisive than the production. The
energies long ago destined to the production are oriented now to the construction of new symbolic myths and
imaginary objects associated with the consumption objects.
The figure of the consumer becomes the key piece of the system.
CHAIN OF CONSUMPTION.
HOW TO CHOOSE?
Positioning
Why is positioning important?
It’s your opportunity to influence the market’s perception of your products. Failure to proactively address
product positioning is unlikely to end well. With or without your input, customers will position your products
probably based on information from your competitor, shiva will not flatter you.
Clear, concise, meaningful product positioning also helps you cut through the relentless advertising and
marketing of the marketplace.
In your customer’s mind, product positioning gives your messages some context so they can be better heard and
accepted.
● There must be an effort on the positioning of a brand. By this way, at the time the consumer is looking
for a certain product, the brand that has been positioned properly will be the one chosen.
Positioning Characteristics
The good of the product positioning is to keep your product on the top of your customers mind when they’re
considering a purchase.
● Even Though the consumer is not going to consume the product immediately, the advertiser should
prioritize the positioning, in order to be sure that the consumer will look for that certain product at
some point.
To be successful, product positioning must achieve these objectives:
● Differentiate your product from the competitors.
● Address important customer buying criteria.
● Articulate key product (or company) characteristics.
Purchasing funnels.
A.I.D.A MODEL.
A.I.D.A Model describes a common list of events that may be undergone when a person is selling a
product or service: FOUR cognitive stages that buyers follow when accepting a new idea or purchasing a new
product.
● ATTENTION: Attention (awareness) a tract the attention of the consumer
● INTEREST : Raise interest, customer interest, advantages and benefits.
● DESIRE/ DECISION: Desire/ decision: convenience the customer that it will satisfy their needs.
● ACTION: Lead customers towards taking action/ buy
According to John Dewey:
● Awareness problem/ need recognition: The need can be triggered by internal stimuli (e.g: hunger thirst)
or external stimuli (e.g. advertising)
● consideration and research. This storage is heavily influenced by one’s attitude:
● Evaluación.
● Compromise: getting to product demonstrations, asking the opinion of people.
● Purchase. Can be disrupted by two factors: negative feedback from other customers and the level of
motivation to comply or accept the feedback.
Traditional Funnel Metaphor
In the traditional funnel metaphor consumers start with a set of potential brands and methodically
reduce that number to male a purchase.
MANY BRANDS → FEWER BRANDS→ FINAL CHOICE → BUY
Awareness; appeal; ask; act and; advocacy
EMOTIONAL CONNECTION RATIONAL BENEFITS
Love Mark
Love mark is a marketing concept that is intended to replace the idea of a brand. The idea was first widely
advertised in a book of the same written by Kevin Roberts. CEO of the advertising agency Saatchi. In the back
Roberts claims “brands are running out of juice” He considered that love is what is needed.
DAY TWO. 14.02.2023
II. ARE THERE MAGICAL RECIPES?
Consumer Society: The objective of all the economic strategies is focused on the creation of a
demand. The commercialisation is more decisive than the production. The energies are oriented now to the
construction of new symbolic myths and imagery associated with the consumption objects.
● Critical Theory (Marcuse, Adornment, Horkheimer): The consumer society created necessities,
artificial desires. It contributes to instill in the citizen needs that are established according to the
interests of the market.
● Revisionist Theory (Fiske, Lipovetsky): Consumer society as the ultimate and more perfect
expression of the state of well-being. Breaks up the social hierarchies and authoritarianism.
WHAT MAKES A GOOD COMMERCIAL?
● It should be contemporary; original; stands out; surprise; social responsibility; emotional; memorable;
sticks in your head; effectiveness.
● SIMPLICITY.
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
● MAKES IT ATTRACTIVE AND INTERESTING. Appealing: Make it memorable, inviting to look at.
○ Tone of voice: Suitable and coherent.
● TONE OF VOICE. Your tone of voice speaks louder than your words. The tone of voice should be
suitable and coherent.
○ When you intend to influence the attitude and actions of others you must choose between
different possible communication tones.
○ TONE CHOICES: Rational, Emotional or Hybrid.
■ RATIONAL: They tell you what they do best.
● Testimonia; informative, comparative; illustrative; slices of life; problem/
solving, origines, prescriptives.
■ EMOTIONAL: They appeal to a certain feeling.
● Passionate; humor, violence; music; emotive; sympathetic.
BRAND POSITIONING.
Brand Positioning is the set of associations and values that come to the consumer's mind when they think about
a product/ brand compared to the competition.
The positioning of a brand is a fundamental ingredient in the purchase process and should never be left
out of control, at random. It is the opportunity for the brand to influence the market’s perception of its product.
BRANDING
A brand communicates specific information about a company, product or service and it differentiates it from the
competition in the marketplace.
A brand carries (...)
The purpose of branding is to create and manage a brand and provide ir with a personality, establishing a clear
positioning.
That is to say, a positioning that clearly associates a company, product or service with an image or identity in
the mind of consumers.
We can assign a personality to a brand when we are very clear about its positioning in our mind.
● Branding: HOW WE WANT A BRAND TO BE PERCEIVED.
● Positioning: HOW CAN CONSUMER PERCEIVE OUR BRAND.
Why is positioning important?
It’s our opportunity to influence the market’s perception of your products.
Failure to productively address product positioning is unlikely to end well. With or without your input,
customers will position your product- probably based on information from your competitors, which will not
flatter you.
Clear, concise, meaningful product positioning also helps you cut through the relentless advertising and
marketing noise of the marketplace.
In your customer’s mind, product positioning gives your messages some context so they can be better heard and
accepted.
Positioning characteristics
The goal of product positioning is to keep your product on top of your customers’ mind when they’re
considering a purchase.
To be successful, product positioning must achieve three objectives:
● Differentiate: your product from the competition’s
● Address: important customer buying criteria
● Articulate key product (or company) characteristics
If you scrape your knee, do you ask for a bandage or Brand-Aid/ Tirita? Successful companies like Coca-Cola
and Band-Aid/ or Tiritas in the Spain market, have one important thing in common: a strong brand positioning
strategy. In fact, their brand names have become generic terms for all similar products in their niche.
Algunos ejemplos: tipex, tampax etc…
Effective brand positioning happens when a brand is perceived as favorable, valuable, and credible to the
consumer, because being “different” from the competition isn’t enough to win in the market, although this
differentiation helps a business increase brand awareness, communicative value and justify pricing.
Types of Brand Positioning strategies:
1. Customer Service: Positioning Strategy.
Companies with products that are particularly complicated can highlight their strong support system to attract
new customers.
Companies known for inattentive support benefit from highlighting their friendly customer service to
differentiate themselves.
Great customers can help justify a higher price point. Examples: Nike, Apple, Amazon
If you advertise exceptional customer service but don’t deliver, you0’ll invite bad reviews….
2. Convenience-Based: Positioning Strategy.
This convenience can be based on factors like location, ease-of-use, wide accessibility, multiple platform
support…
The convenience may also be because of the product’s design.
Examples: McDonald 's, Mercadona.
3. Price-Based: Positioning Strategy
Offering the lowest price is an easy way to get prospects to convert. The convenience may also be because of
the product’s designs. Risks and drawbacks, namely, giving prospects to the impression of lower production
quality. You might also run into economic issues.
Examples: Inditex; Shein …
4. Quality-Based: Positioning Strategies.
Used to emphasize the quality of their product – quality that often comes at a premium cost.
The quality of a product can be shown through exceptional craftsmanship, small-batch production, high quality
materials, and even sustainable practices that make it more expensive to produce.
5. Differentiation Strategy
This strategy relies on a product’s uniqueness or innovative qualities in comparison to the traditional
competitions.
If you implement this strategy, consumers who value innovation will be attracted to your brand and product.
Risk; the public could be discouraged by the lack of history of use.
6. Social Media Positioning Strategy
The key is to choose the channels your target market uses the most.
The channels your brand uses (and doesn’t use) say just as much as your messaging does. Factors to consider
when choosing a social media platform:
a. WHERE YOUR TARGET AUDIENCE SPEND LEISURE TIME.
b. WHERE YOUR TARGET AUDIENCE SPENDS MONEY
c. WHERE YOUR TARGET AUDIENCE LOOKS FOR INFORMATION AND ADVICE.
7. Other Positioning Strategies.
You can position your brand as the leader, the first of its kind (the original) or the most popular. You
can also position your product as the solution to a pervasive problem. Another approach is to directly
compare your brand to others to your competitors.
BRANDING AND POSITIONING.
Then and now.
We should highlight the examples of.
● AX EFFECT (A brand that started having as a main statement to be attractive to every kind of girl, and
changed it to a slogan that encourage men to be themselves. )
● The successful story of the change of the brand OLD SPICE, a brand of male perfume that was
considered as an old-people perfume.
THE EXAMPLE OF DOVE:
CLASS OF 21.02.2023.
TEMA 4.
DEFINITION OF ADVERTISING.
Advertising is the art of convincing people to spend the money they don’t have to buy
things they don’t need.
● “Advertising is the art to convince consumer”
● Advertising can make you buy things you don't need but never things you don’t
desire.
● Advertising doesn’t sell but entices you to buy.
Advertising is about products that make your life better. Because consumers have a
miserable life.
Advertising does not force us to consume… but channels the needs and desires of the
consumer towards the products; it offers us goods and services covered with images and
dreams.
UNIQUE SELLING PROPOSITION.
What is a unique selling proposition (USP?
Definition: A unique selling proposition is a factor that a business has that makes it different
and or better than others out there. It makes a business stand out from the rest in the
market.
MARKET (Why buy your product)? - Need - Pain - Solution
USP Factor that differentiates a product from its competitors, such as the lowest cost, the
highest quality or the first-ever product of its kind. A USP could be thought of as “what you
have that competitors don’t”.
A successful USP promises a clearly articulated benefit to consumers, offers them
something that competitive products can’t or don’t offer and is compelling enough to attract
new customers. read or perceived benefit of a good or service that differentiates it from the
competing brands and gives its buyer a logical reason to prefer it over other brands.
ARTICLE 2.
For the purposes of this law, the following definitions shall apply.
Advertising: Any form of communication made by a natural or legal person, public or private,
in the exercise of a commercial, industrial craft or professional activity, in order to directly or
indirectly protect the hiring of movable or immovable property, services, rights and
obligations.
- Recipients: the people to whom the advertising message is addressed or to whom it
reaches.
An advertising message can:
● Add knowledge and value to the brand.
● Increase brand awareness and acceptance.
● Spread news/ information
● Enhance brand differentiation
● Strengthen or overcome inertia
● Help us remember
● Develop/ change the bran image
● create, reinforce or change attitudes
● induce purchase.
Advertising is…
● A complex form of communication about the benefits of goods (products or services)
that uses objectives and strategies to impact and influence the thoughts, attitudes,
behavior, actions and feelings of consumers.
Create reinforce or change attitudes:
1. If attitudes are not favorable: slow and subtle change
2. If the attitudes are favorable: they are reinforced.
TARGET.
Specific segment of population likely to be interested, in need or about to buy the product/
action/ be captivated by an idea, presented by the advertiser / issuer.
TYPES OF MARKET SEGMENTATIONS.
Demographics:
- age
- gender
- ettinicity
- religión
- income
- education
- living place
geographical
- international
- national
- state/ region
- city
- weather
- urban/ rural
Psychographic
- social class
- lifestyle
- personality
- trustations
- aspirations
Behavioural
- frequency of use
- User Status
- Brand loyalty
Per benefits sought
- specific problems solved by the products.
- specific benefits offered
Marketing takes care of the different variables that participate in purchasing
decisions. Advertising is a marketing tool and can be used in combination with other
makerting tool, and all should work together to present the product as a special one.
Advertising is NOT marketing but an alemetn of the MARKETING MIX.
The 4 P’s of the MARKETING MIX.
PRODUCT - PRICE - `PROMOTION - PLACE
● The marketing mix is most commonly executed thought the 4 P’s of marketing.
● The 4 P’s focus on a seller-oriented marketing strategy, which can be extremely
effective for sales.
a. Product:
i. Functionally
ii. brand
iii. services
iv. design
v. features…
b. Advertising
i. Point of Sale
ii. Sales and promotions