CLASS 14 - TRADITIONAL MEDIA
Advertising: Media Choice
● What is the most appropriate medium (or media) for the campaign?
● What medium will reach the target audience most efficiently? How many people in the target
market will be reached?
● How often will they be exposed to the ad?
● Other factors:--type of product or market (consumer or industrial), legal and political
environments, competitors’ actions, the promotion budget
Media Defined
● Derived from Latin word, medius, which means “middle”
● Media is the plural of medium
● Medium: A means of mass communication, such as newspapers, magazines, radio, or television
● Media forms also include materials that hold data in any form or allow data to pass through them
● Media is any form of information
Media Choice: TV
● Strengths
○ Combines sight, sound, and movement (may demonstrate product use)
○ Extensive market coverage
● Weaknesses
○ Very expensive
○ Zipping and zapping
○ Increasing fragmentation of the audience
Media Choice: Radio
● Strengths
○ Station formats can provide access to target markets (loyal following)
○ Ability to change message quickly
● Weaknesses
○ Audio only
○ Very passive medium
○ Clutter
Media Choice: Magazines
● Strengths
○ High-quality colour printing, graphics and reproduction
○ Very selective access to specific audiences
○ Long-life, good pass-along value
○ Prestige factor
● Weaknesses
○ Less flexible scheduling of ads—long lead times
○ Heavy advertising competition
○ Declining circulations
Media Choice: Newspaper
● Strengths
○ Flexible—short lead times (quick placement)
○ Many ad sizes available
○ Geographic targeting
○ Credibility
● Weaknesses
○ Poor quality printing
○ Ad clutter
○ Short life span
Media Choice: Outdoor/Transit
● Strengths
○ Local targeting, high intensity coverage within geographic market area
○ Large size, simple message
○ Graphics, colour
● Weaknesses
○ Low impact
○ Control
○ Public criticism of “landscape pollution”
Media Choice: Direct Mail
● Strengths
○ Measurable
○ Graphics, colour
○ Highly personal, highly selective—no wasted circulation
● Weaknesses
○ Low rate of consumer acceptance
○ Suffers from clutter
○ Very expensive
Media Buys: Determine the Promotional Mix
● The Promotion Mix is comprised of those elements that contribute to the firm’s overall
communications program. The mix includes advertising, personal selling, publicity, public
relations, and sales promotions.
● Break through the clutter and be memorable
CLASS 15 - SOCIAL DIGITAL MEDIA
Case Study #1: Wleden & Kennedy’s Old Spice Social Media Campaign
● More watching its videos in 24 hours than Obama’s presidential victory speech
● Total video views reached 40 million in a week
● With the campaign launch, Old Spice Bodywash sales up 27%
Case Study #2: Movember
● The beauty of this campaign? Creative use of user-generated content!
● Each Mo creates personal, fun connections to the cause–who can ignore a moustache?
Case Study #3: Dove “Real Beauty Sketches”
● Video available in 25 languages
● Audience participation through YouTube, Google+ page, Google + hangouts
● The three minute video quickly achieved 163 million YouTube views
● Earned #1 spot on the Cannes YouTube Ads Leaderboard and won the Titanium Grand Prix,
highest creativity honour
Case Study #4: #UofGPets
● To promote the OVC is 150! Exhibit, an online campaign was hosted to connect students to the
Archives
● Submissions of pet photos were encouraged
● Total of 148 entries
● Two winners were randomly selected, won mini kobo
● The community loved this contest, and there are plans to model this contest in the future
Case Study #5: Oreo
● During the 3rd quarter of the 2013 Super Bowl the lights went out for 34 minutes
● Oreo had a 15-person social media team on hand to jump on any opportunities and quickly
tweeted a real-time response
● The blackout was the perfect opportunity
● Social media went crazy! People loved the real-time marketing
● In total, there were over 15,000 re-tweets and 20,000 likes on Facebook
● Most advertisers spent $4 million on a Super Bowl ad
● Touchdown: OREO
Case Study #6: Ellen Selfie
● @TheEllenShow selfie was re-tweeted more than 3.2 million times with 32.8 million views
● Samsung initially claimed no responsibility but donated $1 for every re-tweet
Case Study #7: #the dress (White and Gold or Black and Blue)
(in-class discussion)
Common Elements (Between Cases)
● Engagement with real people
● Sense of personal connection to the product
● Creative (genius) use of content
● Unique
Traditional Media v.s. Online Media
● Traditional Media
○ Passive by nature
○ Targets an audience
● Online Media
○ Interactive by nature
○ Consumers target content
● The internet has become the medium of choice for companies wanting to reach large numbers of
people in a cost-efficient manner
Implications of Social Media
● Web 2.0 technologies pose challenges to marketers with regard to what extent messages are
controlled
● According to Tom Duncan, IMC defined as “a cross-functional process for creating and
nourishing profitable relationships with customers and other stakeholders by strategically
controlling or influencing all messages sent to these groups and encouraging data-driven,
purposeful dialogue with them”
● The digital revolution has prompted marketing communication that is more participatory,
interactive, dynamic, and engaging
CLASS 16 & 17 - CELEBRITY ENDORSERS
● LA is the epicenter of celebrity
● Oakley and Michael Jordan
● Aramis Life and Andre Agassi
● Nike and Colin Kaepernick
● Nike and Serena Williams
● Bianca Andreescu and Rolex, Nike, Head Copper Branch and BMW
Symbolic Transfer
● According to the match-up hypothesis, the more congruent the image of the endorser with the
image of the product being promoted, the more effective the message
The Metrosexual Man
● Primarily urban, heterosexual, well educated, on easy terms with women and feminine ways, well
groomed, self-indulgent
Who is Generation X?
● Generation X, written by Douglas Coupland and published in 1991, refers to this generation as
being born in the late 1950s and 1960s.
● At the time of publication, this generation would be twenty-something. They are now likely in
their later fifties or sixties.
● Yet, the Environics Research Group defines Generation X to include those in their early thirties
(born 1961 to 1981)
Generation X
● Described as
○ Savvy and cynical consumers
○ Underemployed, overeducated
○ Intensely private and unpredictable
○ Very accepting of diversity and individuality
○ Entrepreneurial-driven, tackling life’s challenges for themselves
○ The lost generation (live in the shadow of the baby boom)
● The effectiveness of celebrity endorsements also depends largely on how credible and attractive
the spokesperson is and how familiar people are with him or her
● Attractiveness may be an important determinant of endorsement effectiveness
● Celebrities can become the brand
● Marketers face risks with celebrity endorsements (Potential scandals)
CLASS 18 - SPONSORSHIP-LINKED MARKETING
Sponsorship Defined
● According to Townley and Grayson, in their book Sponsorship of Sport, Arts and Leisure,
sponsorship is:
○ “a mutually acceptable commercial relationship between two or more parties in which
one party (called the sponsor) acting in the course of a business, trade, profession or
calling seeks to promote or enhance an image, product or service in association with an
individual, event, happening, property or object (called the sponsee)”
● The Global Media Commission of the
○ International Advertising Association defines commercial sponsorship as: “an
investment, in cash or in kind, in an activity, in return for access to the exploitable
commercial potential associated with that activity”
Driving Forces Behind Sponsorship’s Development
● Government policies on tobacco advertising
● Escalating cost of advertising media
● Inefficiencies in traditional media
● New opportunities due to increased leisure activity
● Greater media coverage of sponsored events
● Proven ability of sponsorship
Corporate Objectives of Sponsorship
● Enhance corporate/brand awareness (maximize media exposure)
● Reinforce or enhance brand image
● Endorsement of brand loyalty
● Encouragement of brand switching
● Tie-in opportunities to other forms of promotion
● Opportunities for cooperative advertising, forming partnerships, and co-branding
● Corporate goodwill and improvement of community relations
● Strengthening political contact and support
● Enhance employee relations and morale
● Revenue deductions or tax write-offs
● Blocking the promotional activities of competitors
● Compiling demographic data of target consumers for direct marketing/relationship marketing
campaigns
Sponsorship-Linked Marketing
Cornwell (1995) defines sponsorship-linked marketing as “the orchestration and implementation of
marketing activities for the purpose of building and communicating an association to a sponsorship.”
Sponsorship-Linked Marketing and Image Transfer
● A primary objective of sponsorship is to reinforce or enhance brand image (e.g., Copeland et al.
1996; Cornwell and Maignan 1998) and considerable literature has consequently examined the
role of meaning and image transfer towards sponsors
● Image matching is described by Gladden and Wolfe (2001) as “the extent to which a sponsored
sport property and a sponsoring corporation project consistent images.” That is, an arts or
sporting event’s image is transferable to a brand through event sponsorship promotional activities.
Brand-Matching: Product Complements as Co-Sponsors
● Grant McCracken’s concept of Diderot unities emphasizes that the meaning of goods is largely
determined by their relationship to other goods:
○ “The meaning of a good is best (and sometimes only) communicated when this good is
surrounded by a complement of goods that carry the same significance. Within this
complement, there is sufficient redundancy to allow the observer to identify the meaning
of the good.”
Brand v.s. Corporate Sponsorship
● Sponsorship objectives typically distinguishable as corporation-related or product-related.
Common corporation-related objectives include:
○ Improve company image (event or “issue” sponsorships)
○ Increasing public awareness of the company and its services
○ Altering public perception
○ Being involved in the community and having local relevance
○ Building business relations and goodwill
○ Enhancing employee relations and motivation
CLASS 19 - AMBUSH MARKETING
Ambush Marketing
● Occurs when…
○ Another company, often a competitor of the official sponsor, attempts to deflect the
audience’s attention to itself and away from the sponsor. This practice simultaneously
reduces the effectiveness of the sponsor’s communications while undermining the quality
and value of sponsorship opportunity being sold by the event owner. (Meenaghan, 1998)
● Giving the appearance that a brand has sponsorship rights to an event, activity or individual, when
this is not the case
● Often occurs with very high profile sports events
● Is it… Imaginative? OR Immoral?
Ambush Marketing Approaches
● Sponsor the broadcast of the event
● Sponsor subcategories within the event and exploit this investment aggressively
● Purchase advertising time around relays of the competitor’s event
● Engage in major non-sponsorship promotions to coincide with the event
Ambush marketing rose in response to increasing commercial activity in sport
Why is This an Issue?
● Sponsors pay millions for sponsorship rights
● Sponsorship believed to bring benefits:
○ Increase awareness of brand name
○ Pairing enhances brand’s image
○ Improved image-sales and profit increase
● Ambushing disrupts the flow of these benefits:
○ Will sponsors recoup their investment?
○ Will sports events attract less commercial support?
What Needs to be Considered?
● Should marketers consider legal implications of alleged ambushes?
● Does the rival…
○ Infringe a registered trademark?
○ Breach the terms of the sponsorship contract?
○ Pass off a brand as an official sponsor when it is not?
○ Breach legislation by communicating misleading or deceptive information?
How can Ambushing be Prevented?
● Better contractual arrangements
○ Ensure no event, broadcasting or advertising loopholes
○ Register marks that might be of future value (although issues remain over the ambit of
these)
○ Outline exit rights in initial contracts
● Event owners become less greedy
○ Reduction in sponsorship options and levels
○ Reduction in potential ambiguities
CLASS 20 - PUBLIC RELATIONS
Public Relations (PR) Defined
● Denny Griswold, founder of Public Relations News, which is a leading PR newsletter for
practitioners, offers a widely accepted definition of PR:
○ “The management function which evaluates public attitudes, identifies the policies and
procedures of an individual or an organization with the public interest, and plans and
executes a program of action to earn public understanding and acceptance” (cited in
Seitel 2001, 10).
PR: There are Several “Publics” or Stakeholders
● Customers
● Competitors
● Suppliers and Distributors
● Employees
● Academic Community
● Media
● Government
● Regulatory Authorities
● Trade Associations
● Special Interest
● Groups
● Investment
● Community
PR Practitioners Perform Several Functions
● Product publicity
● Corporate communication
● Lobbying
● Employee and investor relations
● Crisis management
● Media or press relations
Some Definitions in Relation to Slides
● Corporate communications: How a company shares information to build trust and maintain its
image with employees, customers, and the public.
● Reputation management: Involves controlling and improving how people view a company or
individual by addressing concerns, sharing positive news, and maintaining trust.
● Publicity generation: Creating awareness and interest in a company, product, or individual
through media coverage and public attention.
● Product placement: Featuring a product in movies, TV shows, or videos.
● Branded content: Creating content that highlights the product within a story or message.
● Product seeding: Giving products to influencers or celebrities to increase visibility and buzz.
● Community relations: Building positive relationships with local communities through
engagement, events, and support for local causes.
● Public affairs: Managing a company’s interactions with governments, policymakers, and the
public on issues that affect its operations or reputation.
● Fundraising: The process of gathering financial support for a cause, project, or organization, often
through donations, events, or campaigns.
The Origins of Product Placement
● People usually point to the use of Reese’s Pieces in E.T. as the inaugural event in product
placement
● Product placement agreements apparent in the 1930s, however
Product placement practices arose in the 1980s as a way to make sets look more realistic
Also, serves as source of offset revenue for television shows and feature films
Brand marketers were forecasted to spend an estimated US$11.4 billion on product placements in the U.S.
during 2019
Product Placement Objectives
● “Placement” helps ensure that products are portrayed in a favourable light
● Develop brand recognition
● Cost effective when compared with the normal costs of buying commercial time or obtaining
celebrity endorsements
● Reach desirable target markets
● Synergistic with other promotion (IMC)
When is Product Placement Likely to be Effective?
● Seems naturalistic
● Congruency between brand and plot of show
● Prominent placements elicit higher recall
● Brand placement recognition levels for audio-visual prominent placements exceed visual-only
prominent placements
● Explicit mention of product in audio script (without a visual depiction) leads to higher recall than
a subtle visual placement (without audio reinforcement)
Ethical Concerns
● Separating advertising from program content/editorial text is increasingly blurred
● Emergent hybrid messages (e.g., masked-art, masked-news, and masked-spokesperson
● messages)
● Pseudo-events, a term used by Boorstin, refers to happenings or events that are carefully planned
and coordinated by interested parties in order to make an impression on public opinion, even
though these events were made to appear spontaneous or natural
Vanity Fair
● Feature article in May 2001 issue
● Mentions that Jennifer Aniston “lights a Merit cigarette...and is sipping a Diet Mountain Dew,
which appears to be the house drink” (p. 166)
