Week 1 - Sources of business/ Consumer catagories

• Advanced Advertising

  Introduction to the module and its assessment
• Outline

  1. The structure of the module and how it will be taught

  2. Topics

  3. Assessment

  4. Special emphasis on the advertising campaign assignment
• What's been happening in advertising
• Refining our approach to advertising campaign planning
• Things to do before next week
• Module Handbook

  • How the module will run
  • Week-by-week topics
  • Reading
• Your assignment


  • Develop elements of an advertising strategy to promote Sacla to a specified target audience
  • Deadline: Friday 19th April 2024 (end of week 10)
• Word limit and restrictions

  • Main body: max = 2,500 (individual)/3,500 (group) words
  • References, tables and figures in the main body are not included in the word count
  • No more than 4 (individual)/ 6 (group) tables (in addition to the SWOT analysis and timeline) can be included in the main body of the assignment
  • A table cannot contain more than 12 cells e.g., 6 rows x 2 columns (excluding column/row headings) and any cell must not contain more than 25 words
  • No more than 4 figures can be included in the main body of the assignment
  • A figure must not take up more than half a page
  • SWOT analysis- if presented as a table, the content is not included in the word count but should conform to the following: For each of the four sections, 3 to 10 factors can be presented and each factor should comprise no more than 50 words
  • Budget breakdown – if presented as a table/figure, the content is not included in the word count
  • Timeline - should be presented as a table (using the template provided) or as a figure – in either case, the content is not included in the word count
  • Appendices (optional): max = 2,000 words or 6 pages. In the appendices, words contained in tables/figures ARE included in the word count
• Not the creative approach allowed
• Has to be suitable for any point in the campaign so therefore, NOT a reaction to something 'of the moment'
• Not permitted: What's been happening in advertising?
• Third-party cookies

  • Computer files stored on browsers through which advertisers inform their ad targeting when a consumer visits a website
  • Third-party cookie depreciation is making less data available
  • Google is set to stop the use of third-party cookies by Chrome by the end of 2024
  • 'a key milestone in our Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK's Competition and Markets Authority.'
• AI


  • Used for some time to segment and target consumers and to manage and optimise budgets
  • Actually creating ads is quite new but growing rapidly
  • 69% of businesses use AI for content generation (Simon Kingsworth, Marketing Trends 2024)
  • While we have seen it outperform human-written content, it's crucial to continually validate its accuracy (Jason Notte, Ad Week, August 2023)
  • We need to scale back our 'techno optimism' and stop placing blind faith in technology always being the answer (Andrew Tenzer, co-founder of Burst Your Bubble Marketing Week 04 Jan 2024)
• Shoppable Social Media


  • Rise in e-commerce… shoppable social media
  • Customers are attracted to the seamlessness of shopping on social media, and removing steps between seeing the desired product and being able to make a purchase helps significantly (Simon Kingsworth, Marketing Trends 2024)
  • TikTok, like all the social media platforms, is pushing to become not just a marketing vehicle for brands, but actually drive sales
  • An Ad Age Harris Poll study found that 57% of millennials have purchased items featured on TikTok, while 38% of Gen Zers have done the same
  • The hashtag #TikTokMadeMeBuyIt has around 45 billion views
  • Acknowledged that its algorithm works differently to what has come before
  • "People are able to build reach from any situation without having to be a Kardashian" (Sophie Lewis, M & C Saatchi, January '23)
• Effectiveness


  • Obsession with effectiveness (but sometimes efficiency is what is measured)
  • The industry is evolving away from outdated data-driven approaches, and is learning how to harness creativity and authenticity to connect with the modern consumer (Sandie Hawkins, general manager of North America global business solutions, TikTok)
  • The role of attention metrics in shaping the future of digital advertising remains a subject of intense scrutiny and discussion (Simon Kingsworth, Marketing Trends 2024)
• Recession/cost of living crisis

  • Inflation, energy prices, strikes…
  • Temptation to cut advertising budgets
  • "It turns out that is exactly the wrong move. In case studies going back a century the story is always the same. The companies that maintained ad spend, or even increased it, during a recession saw little advantage during the hard months of the squeeze. But the minute the green shoots of growth appeared, their growth was spectacularly superior versus competitors that cut back during the recession." Mark Ritson, Marketing Week, June 2022
• New places to advertise

  • In-game advertising
  • Retail advertising including Amazon
  • In-app advertising
  • Podcasts
• Even 'fuzzier lines'


  • Advertising not the only way to 'advertise' a brand
  • Merging of advertising, gaming, entertainment
  • Fandom and the creator economy
  • More and more diverse collaboration
• Advertising Campaign Planning


  1. Where are we now?

  2. Where do we want to go?

  3. How are we going to get there?

  4. Control and Evaluation
• Where are we now?

  • Assessment of the current situation facing the company/brand: Situation analysis
  • A useful tool - SWOT analysis (with the OT part informed by a PEST analysis)
  • External factors (PEST; Opportunities and Threats)
  • Internal factors (Strengths and Weaknesses)
  • In particular an understanding of: The category/segment market, The brand being advertised, Competitors' brands, Consumers and in particular, their attitudes
• SWOT (and PEST) Analysis

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
  • Political/Legal
  • Economic
  • Social
  • Technological
• Where do we want to go?

  • Who do we want to communicate with?
  • What do we want to happen as a result of that communication?
• Who do we want to communicate with?

  • The target market defined in marketing terms
  • The target audience defined in advertising terms
• Target market/segment


  • Demographics: age, gender, social class
  • Upper middle class: Higher managerial, administrative or professional
  • Middle class: Intermediate managerial, administrative or professional
  • Lower middle class: Supervisory or clerical and junior managerial, administrative or professional
  • Skilled middle class: Skilled manual workers
  • Working class: Semi and unskilled manual workers
  • Lowest subsistence levels: Casual or lowest grade workers, pensioners and others who depend on the state for their income
• Target audience


  • Based more on attitudes, lifestyle, behaviour etc.
  • Someone who considers themselves health conscious
  • Someone who is educated to at least average level
  • Someone who is up-beat and sociable
• What do we want to happen as a result of the communication?: Objectives

  • Why is it useful to set advertising objectives?
  • Ideally should be SMART
  • Ideally should make some reference to sales/turnover/profit
  • Setting sales (or profit) objectives would be ideal in terms of making advertising accountable
  • Only 7% of the cases in the IPA databank use profit as an objective (Fill et al., 2013)
  • However sales objectives (alone) are not entirely appropriate for advertising for 2 main reasons
• A hierarchy of advertising goals (Binet and Field, 2007 cited in Fill et al., 2013)
• In reality... A mixture of objectives
• Social class categories (originally developed by National Readership Survey (NRS))


  • and others who depend on the state for their income
• Target audience


  Based more on attitudes, lifestyle, behaviour etc.
• Target audience


  • Someone who considers themselves health conscious
  • Someone who is educated to at least average level
  • Someone who is up-beat and sociable
• Objectives


  What do we want to happen as a result of the communication?
• Objectives


  • Ideally should be SMART
  • Ideally should make some reference to sales/turnover/profit
• Setting sales (or profit) objectives would be ideal in terms of making advertising accountable
• Only 7% of the cases in the IPA databank use profit as an objective (Fill et al., 2013)
• Sales objectives (alone) are not entirely appropriate for advertising for 2 main reasons
• In reality, a mixture of objectives

  • For example: To increase the score on the question 'Have you heard of Brand x?' from 1% to 10%
  • To increase sales to new consumers by an amount representing 10% of existing total sales
• The ad campaign itself!

  • The creative strategy
  • The media strategy
• Creative strategy


  • Message strategy and chosen message
  • Overall creative approach
  • Execution (layout, tactics, creative elements...)
• Media strategy


  • Media classes
  • Media vehicles
  • Timeline
  • Budget breakdown