Advertising &

Internet Marketing

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Group Task
• Collaborate with your
teammates to develop
the a new print ad for
CUHK EMO office,
encouraging college
students to reduce their
usage of plastic bottles.
• Due in 30 minutes
• Please submit a print ad
layout including the visual
design, headline(s),
contact info, etc.

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 Evaluating Advertising
 The “Four Powers” Framework:
Systematically asking a series of 4 questions
• Does the execution have Stopping Power?
• Does the execution have Transmission Power?
• Does the execution have Persuasive Power?
• Does the execution have Locking Power?

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

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

typically, the answers to the remaining questions will also
be a NO.
 The Four Powers – Elucidation

Input Short-term Long-term

(The 5 senses) Memory Memory

Open the “Doorway” Comprehension & Acceptance Storage

STOPPING TRANSMISSION PERSUASIVE LOCKING

POWER POWER POWER POWER
Grab Doorway is open for Overcome the Lock-in the
the  3-5 s: Print brain’s defenses message about
customer’s 7-10s: “TV” Break down the the brand for
attention Transmit message brain’s defenses the long haul
quickly and with clarity
Engage customer to keep
the doorway open longer
 Evaluating An Ad
• Stopping power:
– Does the ad grab one’s attention and open up the doorway to
the mind?
• Transmission power:
– Is the message about the featured brand (not some other
brand, the celebrity, etc.)? Is it conveyed quickly and with
clarity? Or does the execution have elements that distract?
– Does the execution have elements that can engage the
customer, giving more opportunities to convey the message?
• Persuasive power:
– Does the ad appeal to the target market and thereby accomplish
what’s in the communication objectives and the message
strategy?
• Locking power:
– Is the execution effective in making the message about the
featured brand memorable?

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• The same criteria we use to evaluate a
marketing communication activity, and, your
story!
• Now, please evaluate your ad on the four
powers.

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 Test Your Knowledge
_____ is considered a learned response to an object,
or an individual’s overall feelings toward, or
evaluation of, an object.
A) A motive
B) A need
C) Perception
D) An attitude
E) A decision rule
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 Cognitive Response Model (pp.171-175)

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

favorability or unfavorability toward the ad/brand.

• People who like an ad are two times more likely to be

convinced by it.
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• How do I know which parts of the ad
consumers will focus on?
• What factors affect consumers’ likelihood of
accepting the marketing communication
messages?
– level of involvement: motivation & ability

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 Elaboration Likelihood Model (pp. 175- 177)

Focuses on the way consumers respond to persuasive

messages, based on the amount and nature of elaboration
or processing of information

Routes to attitude change

Central route – Peripheral route –

ability and ability and
motivation to process motivation to process
a message is high and a message is low;
close attention is paid receiver focuses more
to message content on peripheral cues
than on message
content
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Combining Rational and Emotional Appeals

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

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

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 Internet marketing
• Internet marketing is the process of promoting a
business or brand and its products or services over the
internet using tools that help drive traffic, lead, and
sales.

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 Internet marketing
• Internet marketing is a pretty board term that encompasses
a range of marketing tactics and strategies – including
content, email, search, paid media, and more.

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Web 1.0 versus web 2.0 tools

Web 1.0 Web 2.0

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

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 Content Marketing
• A strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent
content to attract and retain a clearly defined
audience, and ultimately to drive profitable customer
action.

• Take a different, gentler approach

• Providing value to consumers

• The future of internet marketing

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 Content Marketing Tools
• Blog Posts & Articles:
– Business blogging is a marketing tactic that uses blogging to get your
business more online visibility.

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 Content Marketing Tools
• Webinars:
– Web-based seminar, a webinar is a presentation, lecture, workshop or
seminar that is transmitted over the Web using video conferencing
software.
– A key feature of a Webinar is its interactive elements—the ability to
give, receive and discuss information in real-time.
• Podcasts:
– A digital audio file made available on the Internet for downloading to a
computer or mobile device, typically available as a series, new
instalments of which can be received by subscribers automatically

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 Content Marketing Tools
• Videos & Vlogs:
– The hottest content type right now.
– Every single day, over 500 million hours of video is consumed on YouTube.

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

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 Other Commonly Used Online Tactics
• Native Advertising:
– Material in an online publication which resembles the
publication's editorial content but is paid for by an advertiser
and intended to promote the advertiser's product.

Airbnb collaborated with New York

Times. The article is dedicated to Ellis
Island and the way that immigrants used
to travel all the way to New York in a
pursuit for happiness and new life. The
story of this promise land leans on
experiences of various immigrant
families who eventually accepted the
new way of life and became the true
essence of New York. This native
advertising campaign uses old photos
and retrospective to present the charm
and hospitality of one of the world’s most
exciting places. It is fully compatible with
what Airbnb is trying to give to its clients
– warm welcome wherever they go.

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

• Native advertising is meant to make the reader feel like they’re

gaining some valuable knowledge. They’re not meant to make
the readers feel as if they have to buy at the end of the article.
The calls-to-action are subtle. Instead, the content is more
focused on helping the reader rather than selling something.

• Native advertising makes it hard for consumers to tell the

difference between editorials and advertisements.
https://www.youtube.com/watch?v=E_F5GxCwizc

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 Other Commonly Used Online Tactics
• Augmented Reality vs. Virtual Reality
• Augmented reality (AR) is a technology that layers
interactive, virtual enhancements atop an existing reality.
AR is developed into apps and used on mobile devices to
blends digital components.
– Pepsi Max
https://www.youtube.com/watch?v=Go9rf9GmYpM
– Ikea: https://www.youtube.com/watch?v=Zd7ZWgVqslo

• Virtual reality (VR) is an artificial, computer-generated

simulation or recreation of a real life environment or
situation. It immerses the user primarily by stimulating their
vision and hearing.
– Alibaba’s VR Lab: https://www.youtube.com/watch?v=Pm5dOjY4ZeY
– The Art of Patron:
https://www.youtube.com/watch?v=s-lAI0GbufQ
– Merrell Virtual Hike
https://www.youtube.com/watch?v=efd6WhPmTyU
– Future VR: https://www.youtube.com/watch?v=lj6tVqbp9bk

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 Other Commonly Used Online Tactics
• Social Media

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 Cost Models for Online Media

• Facebook:
– https://www.youtube.com/watch?v=iR6ATUw0BI
U&t=26s
• Google Adwords:
– https://www.youtube.com/watch?v=xH4Tlnes3ew&index=4&list=PL9piTIv
KJnJPB729hcZYSEXCsQFyeJV44
 Developing Internet Marketing
Campaigns
• Goals
• Your Brand Persona and Target Audience
• Keywords and Research
• Content Focus and Commitments
• Content Creation
• Content Promotion

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Secure Your Content “Home Base”

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 Integrating Internet Marketing with
Other Promotional Tools
• Sales promotion on the Internet
• Personal selling on the interne
• Public relations on the Internet
• Direct marketing on the Internet

– Joe Boxer Pajamas

https://www.youtube.com/watch?v=kcVwjp34M70

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 A Summary of Creative Strategy
• The IMC Theme:
– A one-sentence campaign theme and/or a tagline

• If advertising will be used in your IMC campaign:

– Advertising appeal (e.g. rational/emotional/combination)
– Execution style (e.g. humor, dramatization)
– Details descriptions of selected ad(s) in the campaign (script)
– Supplementary materials (TVC storyboard, print ad layout)

• If Internet marketing will be used:

– Which internet marketing form/media will be used.
– How it will be executed. Provide written description of the proposed
program.

• For other promotional mix elements used:

– Detailed written descriptions of each and every proposed program used.

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 Group Task 4
• Prepare sales promotion examples for the
next week
– Every group will be assigned a topic (Chapter 16)
– Discuss examples with you teammates.
– No formal presentation needed.
– If the examples come in video format, send me
the URL address before class starts.

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