MKT1ADD Slides Week1 Sm1 2019

latrobe.edu.
au
Advertising in the
Digital Age
Semester one, 2019
La Trobe University CRICOS Provider Code Number 00115M

Welcome
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Week one
Introduction to
the subject
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Objectives
To welcome you!
To introduce you to the subject structure and outcomes.
To explore what marketing is, and how advertising ‘fits’ within the
discipline.
To understand the importance of objectives in advertising, and learn how

to set advertising/marketing objectives.
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Advertising in the digital Age

Subject structure
Advertising Understanding Brand Weeks 1, 2 & 3
introduction consumers positioning Strategic foundations
Weeks 4, 5, 7 & 8
Direct SEM Social Media Advertising tool-kit
Weeks 9, 10 & 11
Creative Evaluation Analytics Implementation and
evaluation skills
Subject review Week 12
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Assessment one
Due week 6
Integrated Marketing Communications (IMC) plan
In class group presentation
Background
Sales and marketing objectives (week 1)
Situational analysis (week 2)
Ideal customer, segmenting and targeting (week 2)
Branding positioning (week 3)
Messaging (week 3)
Tactics/tool-kit (weeks 4, 5, 6 and 7)
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House keeping
Expectations
Phones
Toilets
Missed classes
Pre-reading
Group work
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What is
marketing?
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What is marketing?
Marketing is "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large.” – American Marketing Association
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The role of marketing

within modern business
CEO
Operations IT/Systems Marketing Administration Quality/HR
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The role of marketing

within modern business (cont.)
Businesses structure their marketing effort, based on the amount of oversight the CEO
needs.
A few examples:
Start-ups – generally small team, team members generally perform multiple

marketing roles, high amount of promotion strategies utilised to grow business fast.
Fundraising or not for profit – marketing strategies centred on brand, promotion and
retaining current donors/volunteers.
Fast moving consumer goods (FMCG) – generally a focus on product development,

consumer research and promoting products.
Business to business (B2B) – generally focus on more technical communications,

building relationships with customers. For this reason, often more sales orientated.
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The marketing mix

In the 1960's, E Jerome McCarthy came up with the 4 Ps of marketing: product, price,
place, promotion.
Product Price
Place Promotion
(Advertising sits in here)
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The marketing mix

A good, service or idea received in an exchange, to
satisfy a customers needs and wants.
Can be tangible or in-tangible.
Classifications:
1. Convince products
2. Shopping products
3. Speciality products
4. Unsought products
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The marketing mix

Price is money, time, mental effort, behavioural
effort.
The purchase ‘price’ must be of equal or more

value to the customers willingness to pay.
Demand vs. supply.
What price do you pay for using Facebook?
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The marketing mix

Placement or distribution, this is the process and
methods used to bring the product or service to
the consumer.
Choosing a channels:
Market factors
Product characteristics
Company variables
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The marketing mix

Communicating with potential customers and
members of the value chain to influence
attitudes and behaviours.
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Advertising within marketing
Advertising helps organisations achieve it’s marketing goals through promotion and
placement of influential or persuasive media and/or experiences.
An effective advertising specialist must have a broad understanding of the whole

marketing process in order to know what time of advertising to use in any given
situation.
Objectives
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Objectives stages
Introduction Growth Maturity Decline
Build product Persuasive/comparative

Build brand loyalty
awareness advertising
Reminding advertising
Informative advertising Aggressive advertising Attract non-users
Often low budget

Increase
Features/benefits Inform/ persuade
usage/frequency
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Objectives stages (cont.)
Inform
Persuade
Remind
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Additional objectives
Relationship
Identify prospects – customer-response promotions generate sales leads.
Retain loyal customers – frequent-user programs, personalization and feedback

loops.
Tactical
Competitive positioning – countering a competitors offering or taking their media

space.
Reduce sales fluctuations – promotions during off-peak periods.
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Choosing objectives
Historic approach to marketing and advertisings role:
Inside-out planning – focused on a products and finding a market for them.
Modern approach to marketing planning:
Outside-in planning – starting with the customer, and building backwards to the
brand.
Iterative business models.
Non-traditional monetization strategies.
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Setting SMART objectives

Specific: The goals are clearly defined and outlined so the whole team understands
the objective and why it’s important.
Measurable: The goals have key performance indicators (KPI) and benchmarks that
allow you to measure your success.
Achievable: The goals are within the ability of your company and team. While you
want to set a high bar, you also need to remember to set goals within your means, so
you don’t set your team up for failure.
Relevant: The goals are relevant to your brand mission and direction of your
business. You should have good reasons for each of your marketing objectives.
Time-bound: The goals need to have a timeline that indicates when the objectives
begin and end.
Thank you
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La Trobe University
CRICOS Provider Code Number 00115M © Copyright La Trobe University 2018
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Advertising in the
Digital Age
Semester one, 2019

Week two
Researching,
segmenting
and targeting
consumers
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Objectives
To develop knowledge of basic research techniques used in marketing.
To understand the role of data sources in making decision about

marketing and advertising.
To understand the process of segmenting and targeting consumers.
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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Marketing
research
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Marketing Information Systems

(MIS)
Includes customer wants, preferences and behaviours to support decision making.
1. Internal – company records, order-to-payment cycle, sales, databases
2. Intelligence – supply chain members, networks, customer advisors
3. Research:
– Primary data – collected specially to solve a problem

– Secondary data, or previously collected information (ABS)
The following slides show a few examples… but there’re are many many more.
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Internal:
SWOT
Strengths Weaknesses
(internal) (internal)
Opportunities Threats
(External) (External)
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Internal:
Customer Relationship Management (CRM)
This is a simple definition of CRM from SalesForce:
Customer relationship management (CRM) is a technology for managing all your

company’s relationships and interactions with customers and potential customers.
The goal is simple: Improve business relationships. A CRM system helps companies
stay connected to customers, streamline processes, and improve profitability.
When people talk about CRM, they are usually referring to a CRM system, a tool that
helps with contact management, sales management, productivity, and more.
A CRM solution helps you focus on your organisation’s relationships with individual
people — including customers, service users, colleagues, or suppliers — throughout
your lifecycle with them, including finding new customers, winning their business,
and providing support and additional services throughout the relationship.
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Intelligence activity:
Kickstarter
Kickstarter helps artists, musicians, filmmakers, designers, and other creators find
the resources and support they need to make their ideas a reality. To date, tens of
thousands of creative projects — big and small — have come to life with the support
of the Kickstarter community.
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Research:
Focus groups
Primary research in the form of a small group could advise various aspects of
product or service.
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Research:
Australian Bureau of Statistics (ABS)
Finding number of people who earn over a certain amount in a particular areas.
Check out our local area data (Bundoora):
http://stat.abs.gov.au/itt/r.jsp?RegionSummary&region=21890&dataset=ABS_REGIO
NAL_LGA2017&geoconcept=LGA_2017&maplayerid=LGA2017&measure=MEASURE
&datasetASGS=ABS_REGIONAL_ASGS2016&datasetLGA=ABS_REGIONAL_LGA2017
&regionLGA=LGA_2017&regionASGS=ASGS_2016
Real world:
It’s all about
data
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Data for decision making
Real-time data enables marketers to:
Make fast decisions
Reach quickly to trends
Discern what time of day, customers are engaging in what activity
Better manage crisis or positive stories
Quickly increase or decrease advertising spends (in digital spaces)
Gain feedback from potential customers pre-sale
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Example:
La Trobe University Analytics
Case study
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Example:
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Example:
Segmenting and
targeting
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Levels of marketing
Mass market
Mass production, mass distribution, mass promotion
Segmented marketing
Identify group of customers with needs to serve well
More effective specifications of marketing mix to meet needs
Niche/local/individual
Narrowly defined customer group (sub-segment)
Marketing mix meets very specific needs
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Why segmentation
By dividing potential market into groups, you’re able to:
Optimises resources
Identifies opportunities
Identify needs for new products
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Segmentation
Step one
Identify segment dimensions, via measurable needs, users and/or behaviours:
Demographic variables – age gender, race, ethnicity, income
Geographic variables – regions, city, local government, proximity
Psychographic variables – personality, attributes, motives, lifestyle, values
Behavioural variables – occasion, loyalty, price-sense, benefits
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Segmentation
Step two
Develop market segment profiles.
Keeping in mind segments must be:
Uniquely Homogenous (within segments)
Uniquely Heterogenous (between segments)
Profitable (substantial)
Operational (measurable, actionable, accessible)
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Targeting
Step three
Targeting is creating marketing mix for specific segments needs.
Evaluate market segments by:
Estimating attractiveness of each segment
Assessing competition
Estimate cost of servicing the segment
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Targeting
Step four
Select your ideal segments; what is worth entering?
Think about:
Potential market coverage strategies
Potential niches
Cost/benefit of servicing
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Next week
Looking at brand as a central theme, we’ll delve into next steps:
Step 5: Positioning
Step 6: Messaging
And then delve onto the tool-kit.
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester one, 2019

Week three
Planning,
positioning,
and messaging
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Objectives
To understand an Integrated Marketing Communications strategy
template.
To develop an understanding of how people receive and process

information in various situations.
To understand the process of positioning your brand.
To be able to develop messaging to suit objectives.
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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How people
Respond to
Advertising
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Models on why people respond

the way they do
The next slides are going to cover the following theories:
AIDA
Hierarchy of effects
Innovation and adoption model
Information processing model
Steps in persuasion
Alternative response hierarchies
FCB Planning model
Elaboration likelihood model of persuasion
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Models – straight from the textbook
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Models – The Three-Orders Model of Information Processing
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Models – The Foote Cone & Belding (FCB) Grid
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Models – A model of Cognitive Response
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Models – The Elaboration Likelihood Model of Persuasion
The
positioning
process
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Competitor analysis
Essential to understanding how to fit in your market. Here is an analysis of Energy
Australia, which was used to launch a new energy provider into a very competitive
market.
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Unique Value Proposition (UVP)

Also known as a unique selling proposition (USP)
The UVP is a clear statement that describes the benefit of your offer, how you solve
your customer’s needs and what distinguishes you from the competition.
The unique value proposition should appear prominently on your landing page and in
every marketing campaign.
Here is part of a UVP example from a recent strategy (brand name removed):
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Your brand
As part of your brand you’ll develop several brand specific items, including:
Separate brand strategy for long term equity
Brand style guide and creative guidelines
Brand identity – attributes and personality
Brand values
Logo and visual assets
Tagline
Elevator pitch
Please note: this level of detail is not required for your assessment.
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Your brand promise

For your assignment, a brand promise is sufficient.
Here is an example (brand name removed):
Key messages
and
Channel ops
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Messaging
The encoding process leads to the development of a message that contains the
information or meaning the source hopes to convey.
The message may be verbal or non-verbal, oral , written, or symbolic.
Messages must be put into a transmittable form that is appropriate for the channel
of communication being used.
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Considerations
Credibility
Source power
Personal vs. non-personal
Channel appropriate
Brand appropriate
Environmental effects
Clutter
Legal concepts
Copywrite
Trademarks
Ethical issues
Thank you
latrobe.edu.au
La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester one, 2019

Week Four
Direct marketing:
Using digital to
create personlised
experiences.
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Objectives
To understand what direct marketing, and how it is used.
To understand some of the issues associated with direct marketing.
To develop an understanding of what elements are required for a successful

direct marketing campaign.
To be able to identify direct marketing campaigns and discuss their elements.
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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Direct
marketing
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Direct marketing is…

Bob Stone and Ron Jacobs definition:
Direct marketing is the interactive use of advertising media, to stimulate an

(immediate) behaviour modification in such a way that this behaviour can be tracked,
recorded, analysed, and stored on a database for future retrieval and use.
According to Direct Marking Association (DMA), the purposes of direct marketing are:
Solicit a direct order
Generate a lead
Drive traffic to a store
Grow the long-term value of a relationship between the brand and the customer
Source: https://thedma.org/
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Direct media
Direct marketing is a form of advertising where organisations communicate directly
to customers through a variety of media including:
Mobile text messaging Television
Email Newspapers
Websites Magazine advertisements
Online adverts Outdoor advertising
Database marketing Telemarketing
Fliers Voicemail marketing.
Catalogue distribution
Promotional letters
Source: https://www.thebalancesmb.com/direct-marketing-basics-3515532
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Pros vs. cons

Benefits of direct marketing Challenges of direct marketing
Targeting Intrusive
Personalisation Environment
Affordable Low response rates
Measurable Competition
Informative Cost
Legal issues
Source: https://www.nibusinessinfo.co.uk/content/advantages-and-disadvantages-direct-marketing
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Key components
The list (or media). simply put, this is who you are talking to. The value of the direct
marketing effort is only as good as the list.
The offer. The offer is a promise of a reward. Is it a limited time discount? Bonus
product? Something they can’t buy in a store? Valuable and trusted information?
The creative. How do you show it/how do you tell the story? What will get their
attention, generate interest, and flame their desire, and most of all, what will get them
to act-and act now?
Reference: Altstiel, T. and Grow, J. (2010). Advertising Creative: strategy, copy and design.
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Key success factors

List or targeting. best targeting may yield up to 6 times the response, as compared
with the worst targeting.
Offer. Best offer may yield up to 3 times the response, as compared with the worst
offer.
Timing. Best timing for the campaign may yield up to 2 times the response, as
compared with the worst timing.
Ease of response. Best/multiple ways offered to respond may yield up to 1.35 times
the response, as compared with not-so-friendly response mechanism/s.
Creativity. Most creative messaging may yield up to 1.2 times the response, as
compared to the least creative messaging.
Media employed. The medium/media used to deliver a message can have a

significant impact on responses.
Source: https://www.visibles.com/direct-mail-design.htm
DM in the
digital age
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eDM
Source: https://www.jetblue.com/
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eDM
Source: https://www.spotify.com/au/
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eDM
Source: https://academy.hubspot.com/
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Flyers
To mark World Water Day, a mailer was sent to various companies and the press.
The letter contained inside was a little unusual, in that it was only possible to read it
when it was held underwater.
Source: https://www.bluestardirect.com.au/10-awesome-direct-marketing-examples/
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Door-to-door
Source: https://www.adtsecurity.com.au/updated-home-security-offer/?gclid=EAIaIQobChMIyuab1f6j4wIVAh4rCh1m5AdwEAAYASAAEgJP5vD_BwE&gclsrc=aw.ds
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Direct mail
Direct marketing is often used as a
tool to promote food products, with
chocolate manufacturers Nestle
also getting in on the act.
They sent out a mailer that was

made to look like the card left by
postmen when they’re unable to
deliver a parcel.
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Gifts
World renowned vehicle
manufacturers, Land Rover, used a
novel way to invite customers to
the opening of their new Liverpool
showroom.
Balloons were put inside boxes

and sent to 100 customers.
Tags were attached to the balloon

strings, which delivered the
company’s marketing message
together with an invite to the event.
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Automated phone systems
Source: https://www.onecallnow.com/how-it-works/automated-dialing/
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SMS
Whether or not you’re a fan of AFL, you’ve got to appreciate this campaign by the
Essendon Bombers.
On a recent game day, Bombers fans that were likely to be attending had this pop up
on their phones:
Source: https://www.vision6.com.au/blog/5-examples-of-sms-marketing-done-the-right-way/
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Responsive SMS
SMS marketing is a great way to connect with your audience on a personal level. It’s
extremely easy for recipients to text back, opening up the possibilities for
competition entries, customer research and other promotions.
Source: https://www.vision6.com.au/blog/5-examples-of-sms-marketing-done-the-right-way/
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Packaging
Source: facebook.com/NutellaMalaysia
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Packaging
Source: https://www.coca-cola.com.au/en/home/
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Proximity
Source: https://frugalentrepreneur.com/2017/09/how-your-business-can-use-proximity-marketing-successfully/
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester one, 2019

Week Five
The fundamentals
of search advertising
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Objectives
To understand the core elements of Search Engine Marketing (SEM).
To start developing an understand of the variety of channels within SEM.
To understand when to choose SEM over investing in organic search.
To understand the various Google Search Ad elements.
To understand the importance of relevancy in SEM, and be aware of the basics

elements needed to achieve this.
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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SEM/Search/PPC
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Key terms
Search Engine Optimisation (SEO) is a marketing discipline focused on growing
visibility in organic (non-paid) search engine results. SEO encompasses both the
technical and creative elements required to improve rankings, drive traffic, and
increase awareness in search engines.
Search Engine Marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages
(SERPs) primarily through paid advertising.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay
a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to
your site, rather than attempting to “earn” those visits organically. Search engine
advertising is one of the most popular forms of PPC.
Search, is the term we actually use to cover these areas.
Source: http://www.trowencomm.com/search-engine-marketing/what-is-search-engine-optimization-seo
Source: https://en.wikipedia.org/wiki/Search_engine_marketing
Source: http://www.focus-webdesign.com/pay-per-click/
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Search elements
Search box
Sponsored (paid)
listings
Organic results or
snippets
Source: www.google.com
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Google display network

Placements are locations on the Google Display Network where your ads
can appear. A placement can be a website or a specific page on a site, a
mobile app, video content, or even an individual ad unit.
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Google shopify
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When to choose SEM over SEO
Organic listing isn’t performing (could be a new listing, or non-optimized website).
When your target is defined and utilizing Google for their product search.
When the ‘Cost-per-click’ amount per lead makes business sense.
Source: https://www.upwork.com/hiring/for-clients/google-search-when-organic-and-paid-search-efforts-align/
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Creating relevant Ads

There are four key elements to producing and Ad:
Your keywords are phrases that you think people might use to describe your product
or service.
Search terms are phrases that people search for.
Your ad is the advertisement that can appear on a search results page.
Your landing page is the web page that you want people to land on after clicking
your ad.
Source: https://support.google.com/google-ads/answer/2453981?hl=en
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Creating relevant Ads (cont.)

Being relevant means that your ads, keywords, and landing page are all closely
related to the terms a customer might be searching for.
Example
If there's a customer looking for a pair of striped socks, and your website sells striped
socks, we want to pair you two together. A relevant campaign would do this:
Include "striped socks" as your keyword.
Mention "striped socks" in your ad text.
Clearly show striped socks on your landing page.
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Keywords
Source: https://support.google.com/google-ads/answer/7476658
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Search terms
Finding search terms:
Step 1: Make a list of important, relevant topics based on what you know about your
business.
Step 2: Fill in those topic buckets with keywords.
For instance, if I took that last topic bucket for an inbound marketing software
company -- "marketing automation" -- I'd brainstorm some keyword phrases that I think
people would type in related to that topic. Those might include:
marketing automation tools
how to use marketing automation software
what is marketing automation?
how to tell if I need marketing automation software

Source: https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht
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Your Ad
Source: https://blog.hubspot.com/marketing/how-to-do-keyword-research-ht
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Your Ad(cont.)
Extensions make your ad larger and more robust, giving people more reasons to take
action directly from your ads.
Sitelink extensions. Direct people to specific pages on your website – your opening
hours, a specific product or more.
Callouts. When customers see your ads with callouts, they see a larger ad with more
detailed information about your business, products and services.
Structured snippets. Entice users by highlighting specific aspects of your products

and services in your ads.
Location extensions. Geo-based information to promote local business.
Promotion extensions. Ideal for a specific time period (ie. for holiday sales).
Call or message extensions. To get calls or text messages from prospective

customers.
Source: https://about.ads.microsoft.com/en-au/resources/training/ad-extensions-and-product-ads
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Landing page essentials

Landing Pages Must Contain the Following Elements:
A headline and (optional) sub-headline
A brief description of the what is being offered
At least one supporting image or short video
(Optional) supporting proof elements such as testimonials, customer logos, or

security badges
Most importantly, a form on the landing page itself to capture information. If for
some reason you can't include a form on the landing page, use a large call-to-action
(CTA) button to direct visitors to the next step.
Reference: https://blog.hubspot.com/blog/tabid/6307/bid/26866/9-must-haves-for-the-perfect-landing-page.aspx
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Quality score
How relevance is measured?
Relevance is measured by something we call Quality Score.
A low Quality Score means that we think your ad, keywords, and landing page aren't
very relevant, while a high Quality Score means that we think your ad, keywords, and
landing page are very relevant.
In addition to the relevance of your ad, keywords, and landing page, there are many
other things that play into your Quality Score, like your ad's past performance and the
quality of your landing page.
Source: https://support.google.com/google-ads/answer/7050591?hl=en-AU
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Key success factors

Here are the top 6 tips for creating solid text ads:
Be clear about what you’re promoting.
Be relevant.
Match the description to the headline.
Match your ad to your landing page.
Make sure that your ads are approved.
Appeal to customers on mobile Consider creating ads devoted to people on mobile

devices, using the mobile version of your website as a landing page, and offering
specials suited to a mobile audience.
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester one, 2019

Week Seven
Traditional media
with latest technology:
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Objectives
To understand the variety of social platforms that can be utilised for advertising
activities.
To understand the breadth of advertising options of each platform reviewed.
To gain a basic understanding of pricing of each platform reviewed.
To develop and understanding of how various platforms could be applied in a

advertising strategy framework.
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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Traditional
advertising
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What is…
Traditional advertising is what most people think of when talking about advertising
or marketing. This includes the “usual” venues for media placement, such as
newspaper, radio, broadcast television, cable television, or outdoor billboards.
Why the focus on the new?
Is digital better than the traditional channels?
Source: http://www.agamaadvertising.com/index.php?option=com_content&task=view&id=90&Itemid=135
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Media
in the digital age
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Our focus in this course is…

Advertising/paid media
Source: https://krds.com/db/en/agency/
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Social usage
Source: https://www.bigcommerce.com.au/blog/social-media-advertising/#1-facebook-advertising
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Why social?
Benefits Of Advertising Through Social Media Include:
Grow your sales and your fanbase.
Use customer generated content for ads (which perform better, too!).
Better target net new and returning customers (so you waste less money).
A/B test on the fly, using platform analytics to determine winners.
Source: https://www.bigcommerce.com.au/blog/social-media-advertising/
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Choosing your channel
Which social media network you choose will depend on 3 VERY important factors:
Where your target customers are most concentrated (usage, groups, etc.)
Where your target customers are most accessible (preferred media, ad targeting,
etc.)
Where your target customers most actively engage with ads (testing required)
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Choosing your content

Common examples of content for social media advertising campaigns include:
Whitepapers.
Ebooks.
Product coupons.
Sitewide discounts.
Limited-time offers.
Giveaways.
Free shipping.
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Facebook advertising
Facebooks targeting capabilities are exceptional:
Location. Reach people in the cities, communities and countries where you want to
do business.
Demographics. Select an audience based on age, gender, education, relationship

status, job title and more. Facebook does not allow anyone to reach customers
based on personally identifiable information.
Interests. Choose the interests and hobbies of the people you want your ad to reach
– from organic food to action films.
Behaviour. Select people based on their prior purchase behaviours, device usage and
other activities.
Connections. Reach people who are connected to your Facebook Page or event, or
exclude them to find new audiences.
Source: https://en-gb.facebook.com/business/ads/ad-targeting
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Facebook advertising (cont.)

Or get in touch with people you already know:
Contact lists. Use data from your CRM system or customer contact lists – such as
phone numbers or email addresses – to connect with your customers and contacts
on Facebook. We'll find Facebook accounts that match that data, but we don't share
who matched.
Site visitors. Install the Facebook pixel on your website to create an audience of
people who have visited it. You can even use site traffic data to show people ads for
things that they've shown interest in on your website.
App users. Install the Facebook SDK in your app to create an audience of people who
use your app, so you can inspire them to return to a game or view an item that they
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A very broad range of advertising options:
Photo ads offer a clean, simple format to feature engaging imagery and copy.
Convey who you are and what you do through high-quality images or illustrations.
Video ads tell your story with sight, sound and motion. Video ads come in a range of
lengths and styles – from short, feed-based ads that you watch on the go, to longer
videos that you watch on the sofa.
Stories are a customisable, edge-to-edge experience that lets you immerse people in
your content. Tap into their passions and inspire them to take action on mobile.
Messenger ads help people start conversations with your business. Get personal
with current or potential customers and add interactive or automated features.
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Carousel ads let you showcase up to ten images or videos in a single ad, each with
its own link. Highlight different products or tell a brand story that develops across
each card.
Slideshow ads are video-like ads made of motion, sound and text. These lightweight
clips help you tell your story beautifully across devices and connection speeds.
Collection ads let people discover, browse and buy what you offer. People can tap an
ad to learn more about a specific product, all within a fast-loading experience.
Playable ads offer people an interactive preview before they download an app. Find
higher intent users for your app with this try-before-you-buy experience.
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Facebook pricing
Pricing varies widely based on the audience and budget.
The more money you spend, the more efficient Facebook’s algorithm, increasing your
ad performance over time.
According to AdEspresso, the average cost per click (CPC) of Facebook ads in 2016
was .28 cents and the cost per 1,000 impressions (CPM) was $7.19.
The 65+ age grouped showed the most continuous trend of lower CPC costs over
time. Females cost on average 4 cents greater CPC than targeting males.
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Instagram advertising
Highest audience engagement rates in social media, 58% higher than Facebook and
2000% higher than Twitter.
Source: https://business.instagram.com/?locale=en_GB
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Instagram advertising (cont.)

Instagram is, of course, very image and video heavy.
Products that are visually appealing or visual based brands excel on this medium.
Instagram’s user base skews heavily to the 18-29 range and slightly more toward
females and minorities.
Unlike organic posts, Instagram ads can link directly to a product page or other
landing page, allowing for direct engagement with your products.
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Instagram pricing
Instagram advertising costs are in the same ballpark as Facebook ads at a cost of $5
per thousand impressions (CPM).
However, research is showing that Instagram engagement in Ads is higher than

Facebook. Therefore may be a better investment.
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LinkedIn advertising
Traditionally appealed to the B2B market, LinkedIn marketing is focusing more and
more on consumers.
LinkedIn has an estimated 227 million monthly active users.
61% of users fall into the 30-64 age range bracket.
LinkedIn is where you tend to find the highest average disposable income, with 75%
of LinkedIn users earning $50,000 per year or more.
Source: https://business.linkedin.com/marketing-solutions/ads
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LinkedIn advertising (cont.)

There are three types of LinkedIn ads:
Sponsored content
Sponsored InMail
Text ads
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LinkedIn pricing
On LinkedIn, average cost per click (CPC) ranges from $2-$7 per click and can go as
high as $11 or $12.
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Snapchat advertising
186 million people on average use Snapchat every day globally to talk with friends,
play with augmented reality, keep up with what’s happening around the world, and
more.
On average, Snapchatters use our app over 20 times a day, and spend an average of
30 minutes on the app, creating 3 billion Snaps daily.
Source: https://forbusiness.snapchat.com
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Snapchat advertising (cont.)

Successful Snapchat ads — adverts that result in clicks, engagement, and conversion —
have to achieve 3 main goals:
Cater to audiences aged 29 and under.
Incorporate the app features this demographic uses regularly as a way to improve
engagement.
Be shown at a frequency that matches the amount of time users spend online.
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Snapchat advertising (cont.)

Snapchat currently offers three primary types of ads:
Sponsored Lenses
Sponsored Geofilters
Snap Ads
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Snapchat pricing
Snap Ads campaigns start at $3,000/month in ad spending, without agency fees and
creation costs.
Snapchat Sponsored Lenses are priced for each day of the week. They are known to
cost $450,000 per day from Sunday to Thursday, and priced a bit higher for Fridays
and Saturdays. It costs a staggering $700,000+ for specific holidays or events.
Snapchat Discover Ads start at a rate of $50,000 on a daily basis.
Sponsored geo-filters are one of the cheapest approaches.The price is dependent

on the desired location and period of the geo-filter. National geo-filters are priced at
around one-fifth of the cost of Sponsored Lenses. Local geo-filters can be as little as
$5, and special events can drive this price up to $20,000 for one hour. A geo-filter can
cover about 20,000 square feet to 50,000,000 square feet.
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Spotify advertising (cont.)
Source: https://spotifyforbrands.com/en-AU/ad-experiences/
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Spotify advertising (cont.)

Statista reports that there were 70 million paying Spotify
subscribers in January 2018.
However, it’s really the people who listen for free that get
to hear your ads. In March 2017, there were about 90
million people who took advantage of the service for
free, according to the Verge.
Source: https://www.shivarweb.com/19084/how-to-advertise-on-spotify/
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Spotify pricing
Right now, Spotify charges around $0.015-$0.025 per ad served, with a minimum of
$250 in ad budget.
The price depends on your targeting selection.
Different targeting options and saw prices as low as $0.015 USD per ad (San
Francisco, targeting all music genres) to $0.018 USD per ad (London with the same
targeting), to $0.023 USD for an ad run in Europe with more granular targeting by
gender, device, and music genre.
Source: https://spotifyforbrands.com/en-AU/ad-experiences/
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YouTube
There are over 1 billion unique visits to YouTube each month with visitors watching
over six billion hours of video.
YouTube has the potential to reach the largest percentage of the population.
YouTube advertising you can use precision targeting based on demographics,

location, interests, viewing devices (laptop, cell phone, tablet, etc.) and time of day.
Source: https://www.youtube.com/ads/
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YouTube (cont.)
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YouTube (cont.)
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YouTube pricing
Most businesses start with at least £6 per day for local campaigns.
Only pay when people choose to watch your ad.
For example, when someone chooses to view your TrueView ad for at least 30
seconds or engages with your ad.
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester one, 2019

Week Eight
New media marketing:
where creativity
and tech collide
Slide 2 | Version 2
Objectives
To understand the variety of media platforms that can be utilised for advertising
activities.
To understand the endless advertising options of each platform reviewed.
To gain a basic understanding of pricing of each platform reviewed.
To develop and understanding of how various platforms could be applied in a

advertising strategy framework.
Slide 3 | Version 2
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
Slide 4 | Version 2
Traditional
advertising
Slide 5 | Version 2
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What is…
Traditional advertising is what most people think of when talking about advertising
or marketing.
This includes the ‘usual’ venues for media placement, such as newspaper, radio,
broadcast television, cable television, or outdoor billboards.
What has changed?
Is digital better than the traditional channels?
Source: http://www.agamaadvertising.com/index.php?option=com_content&task=view&id=90&Itemid=135
Slide 6 | Version 2
Media
in the digital age
Slide 7 | Version 2
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Comparing media
Source: https://blog.hootsuite.com/converged-media-brito-part-1/
Slide 8 | Version 2
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Fundamental principles
Guidelines for a creative media strategy
Make your media strategy different from and more innovative than competitors
The ability to be creative that does not depend on additional dollars
Media strategy should start with quanta taking proof… Then go beyond numbers
Creative media strategy should be relevant to the problems of the brand
Source: Scissors, J. Z. & Darren, R. B. (2010). Advertising Media Planning.
Slide 9 | Version 2
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Media strategies
Scheduling. When the market for a brand seems flat during the entire year, the
scheduling strategy and recency theory suggests that advertising should be done
every month.
Fighting. Based on the assumption that advertising will be more effective with
additional frequency over a short period of time.
Heavy introductory effort. If a brand is just being introduced, it has the problem of
breaking three consumers mental sets that have enjoyed with out this new brand.
This strategy would require heavy spending at the beginning of the campaign.
Heavy up scheduling. This strategy requires you to spend more on advertising when
consumer buying is heaviest and spend most at other times most brands have 2 to 4
months a year of to be buying activity.
Geographic market weighing. Spending higher amounts or a large number of

advertising in a geographic market market because that market has greater sales
potential than others.
Combining media and vehicles.

Source: http://www.yourarticlelibrary.com/advertising/media-scheduling-types-strategies-and-factors/48667
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Strategies (Cont.)

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Choosing media
Selecting media comes down to 4 key principles:
The optimum amount of frequency of repetition
The lowest cost per thousand impressions
A minimum of waste or non-prospects
A specific budget
Source: https://en.wikipedia.org/wiki/Advertising_media_selection
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Newspapers
Reasons to use:
sense of intimacy
local emphasis
flexibility
Limitations:
lack of target
audience selectivity
high cost
limited coverage
higher national advertising rates
small pass along audience
variation in our 0P colour quality
Source: https://mediaspectrum.net/advantages-of-newspaper-advertising-why-newspapers-are-still-king/
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Newspapers (cont.)
Source: https://mediaspectrum.net/advantages-of-newspaper-advertising-why-newspapers-are-still-king/
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Magazines
Reason to use:
Selectivity
Find colour reproduction
Long life
Pass along audience
Controlled circulation
Limitations:
Early closing dates
Lack of immediacy
Slow building of reach

Source: http://www.emeraldfrog.co.uk/the-advantages-and-disadvantages-of-magazine-advertising/
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Magazines (cont.)
Source: http://www.emeraldfrog.co.uk/the-advantages-and-disadvantages-of-magazine-advertising/
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Television
Reasons to use:
Site sound an motion for dynamics selling
Flexibility
Reach of both selective and mass-market
Cost efficiency
Limitations:
High cost
Low attention
Commercial skipping technology
Clutter
Source: https://smallbusiness.chron.com/television-marketing-strategies-68517.html
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Television (cont.)
Source: https://smallbusiness.chron.com/television-marketing-strategies-
68517.html
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Television (cont.)
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Radio
Reasons to use:
Reach of narrow demographic target audiences
High frequency
Supporting mediums
Excellent for populations on the move
High summer exposure
Flexibility
Geographic flexibility
Active and medium
Limitations:
Many six stations in one market
Low attentiveness for some format
Source: http://tinobusiness.com/6-advantages-and-disadvantages-of-radio-advertising/
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Radio (cont.)
Source: http://tinobusiness.com/6-advantages-and-disadvantages-of-radio-advertising/
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Radio (cont.)
BBCs personalised radio station,

where customers can customise.
Source: https://www.engadget.com/2015/09/10/bbc-personalised-radio/
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Mobile
Reasons to you:
Most personal marketing channel available
Measurable for return on investment purposes
Opportunity to reach consumers on the road
Ability to deliver information when relevant
Limitations:
Small screen size
Network issues
Privacy
Source: https://www.mobilemarketer.com/ex/mobilemarketer/cms/opinion/columns/4755.html
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Mobile (cont.)
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Mobile (cont.)
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Mobile (cont.)
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Outdoor advertising
Reasons to you:
Wide coverage of local markets
High frequency
Geographic flexibility
Around the clock exposure
Simple copy theme and package identification
Mass coverage of metropolitan area
Limitations:
Limited to simple messages
No guarantee of high recall
Costs
Limited availability
Source: https://medium.com/@tbimedia/the-benefits-of-using-outdoor-advertising-for-promoting-brands-e76ebae67b26
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Outdoor advertising (cont.)
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Outdoor advertising (cont.)
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Transit media
Reasons to use:
Mass coverage of a metropolitan area
High frequency
Relative efficiency
Flexibility
Opportunity to position message to

consumers on the way to their purchase point
Limitations:
Limited message space
High competition
Frequent inspection
Source: https://www.entrepreneur.com/article/76826
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Transit media (cont.)
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Transit media (cont.)
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Pricing
Source: https://www.webfx.com/blog/business-advice/the-cost-of-advertising-nationally-broken-down-by-medium/
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester 2, 2019

Week Nine
Creativity and design:
realising your campaign
concept
Slide 2 | Version 2
Objectives
1. To discuss what is meant by advertising creativity and examine the role of
creative strategy in advertising.
2. To consider a process that guides the creation of advertising messages.
3. To examine design strategies and understand how they are being used in
media.
4. To consider the legal, ethical and moral aspects in relation to design.
Slide 3 | Version 2
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
Slide 4 | Version 2
What is
Creativity?
Slide 5 | Version 2
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Where does it fit?
Slide 6 | Version 2
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Campaigns
Maxine Paetro’s description of a campaign:
The campaign is a series of ads for a product (or service or company) that work
individually and cumulatively to communicate the advertisers message to the
customer.
The biggest difference between a single shot ad and campaign is continuity.
Continuity means not repeating the same ideas and every campaign, but instead of
repeating the creative strategy with different executions.
Source: David, oh.(1971). Confessions of an advertising man.

Slide 7 | Version 2
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Creative brief
Creating briefs are maybe a pain from a copy platform (defines the basic theme of
the advertising campaign), that is to say the key messages that have been prepared,
or directly from the assembled information.
The key questions are:
What do we want to accomplish? (Objective)
Who are we talking to? (Target audience)
What do they think now? (Current position)
What do we want them to think? (Reinforce position or reposition)
Why should they think this? (Features/Benefits)
What is our message? (The one thing and how you say it and show it, the time)
Slide 8 | Source:
Version 2 Altstiel, t. & Grow, J. (2010). Advertising creative strategy, copy and design.
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Creative
Brief
Example
Slide 9 | Version 2
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Why Do You Need a Creative

Brief?
Ensure that all creative messages are on-brand.
Give creative team a broad vision of the brand, the business, and the product.
Offer inspiration and give your team a starting point to brainstorm ideas.
Give third-party contributors a quick understanding of the brand and its background.
Reduce client-creative conflict by ensuring they're on the same page.
Align the client's budget and expectations with your creative media strategy.
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Divergence
Divergences refers to the extent to which an ad contains elements that are novel
different or unusual.
The following five factors have been identified in achieving “diverges” in advertising:
Originality. An original ad comprises elements that are rare, surprising, or move away
from the obvious and commonplace.
Flexibility. Flexibility is seen in an ad’s ability to link a product to a range of different

uses or ideas.
Elaboration. Many ads are creative because they contain unexpected details or
extend basic ideas so they become more intricate and complicated.
Synthesis. An ad that is creative along this dimension blends normally unrelated

objects or ideas.
Artistic value. Ads with a high level of artistic creativity contain aesthetically
appealing verbal, visual or sound elements.
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The Creative Process
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The creative process (cont.)

Young’s model of the creative process contains five steps:
Imagine. Gathering raw material and information through background research and
messing yourself in the problem.
Digestion. Taking the information, working over, and wrestling with it in the mind.
Incubation. Putting the problems out of your conscious mind and turning the
information over to the subconscious to do the work.
Illumination. The birth of an idea, that Eureka, I have it!
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The Creative Process (cont.)

According to Young, innovative ideas happen when you develop new combinations of
old elements.
In other words, creative thinking is not about generating something new from a blank
slate, but rather about taking what is already present and combining those bits and
pieces in a way that has not been done previously.
Uncovering your creative genius requires courage and tons of practice.
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The Creative Process (cont.)

Young’s model of the creative process contains five steps:
Imagine. Gathering raw material and information through background research and
immersing yourself in the problem.
Digestion. Taking the information, working it over and wrestling with it in the mind.
Incubation. Putting the problem out of your conscious mind and turning the
information over to the subconscious to do the work.
Illumination. The birth of an idea – the phenomenon, “Eureka! I have it!”
Reality or Verification. Studying the idea to see if it still looks good or solves the
problem, then shaping the idea to practical usefulness.
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Design Strategies
Simple approaches to coming up with concepts:
Show the product. Establish or reinforce brand identity.
Show the benefit. What happens when you use it? What does it do for you?
Show the alternative. What happens when you don’t use it or use the competition
(alternative)?
Comparison. To other products or as a metaphor.
Borrowed interest. Introduce something seemingly unrelated.
Testimonial/case history. An endorsement or a description of what it’s done to

someone else.
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Which design strategies were employed?
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Concept Testing
Ad concept testing refers to testing an advertising theme concept on an appropriate
target market segment.
Self evaluation:
Gut check. The first level of testing begins with you.
Billboard test. Cover up the body copy so you can only see the headline and the main
graphic; would it make a good billboard?
Honest and valuation. Is this concept doable? Is it on target for this audience? Can
you sell this to the client?
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Campaigns gone wrong
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Considerations
Ethical. The moral principles behind the operation and regulation of marketing.
Legal. Laws or reference to other brands. Ensuring that you won’t be challenged –
unless that’s your intent. #ExpensivePublicityStunt
Moral. Is this the right thing to do? Does this sit with your moral compass.
As a marketer, where do you stand?
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester 2, 2019

Week Ten
Forms of Evaluation:
From Traditional
Coverage
to Competitor Flattery
Slide 2 | Version 2
Objectives
I. To understand basic evaluation processes.
II. To consider a process of evaluation and associated timing.
III. To examine the basic types of evaluation, and discuss its application in a
variety of advertising scenarios.
Slide 3 | Version 2
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
Slide 4 | Version 2
Evaluation
Slide 5 | Version 2
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This week evaluation…

Next week,
the ultimate in evaluation
– Analytics
Please note that we will cover more of the digital evaluation content next week as
part of our analytics session.
Slide 6 | Version 2
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Evaluation types
In this session we’ll explore the many ways of evaluating advertising, including:
Conversion – number of people to purchase a product or achieve the advertisers

end-goal.
Coverage – number of people, which were potentially exposed to the advertising.
Reach – measurement of audience accumulation.
Comparison – how the advertising performed in comparison to another.
Research – in this instance looking at focus groups (primary and secondary data).
Feedback – particularly from front-line staff who are interacting with customers.
Competitor response – the greatest form of advertising flattery.
Slide 7 | Version 2
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Coverage
Traditional forms of media such as television, radio and print media reach - in the form
of number of people exposed to the ad.
Television and radio. Coverage means the number (or percentage) claims that can
physically receive a user bin television or radio signal over the air.
This was achieved with Nielsen television ratings.

Whereby a Nielsen people meter for national
television and the largest local markets was
attached to a sample of televisions to gauge
what they are watching and how often.
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Coverage (Cont.)
Newspaper coverage. Is the number of copies circulated, that head to the number of
households in circulation area. Most newspapers report the number of copies sold
and distributed.
Magazine coverage. It simply the number of prospects who read a publication

divided by the size of the target market. This is sometimes referred to as a
magazines average issue audience.
Out of home media coverage. This includes all media that are located outside a
person's home such as billboards, posters in shopping areas, advertising on buses
and so forth. Coverage of this media is the percentage of the population (in the form
of people or cars) that passes in a given period of time. How do you
evaluate coverage
for Social Media?
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Reach
Reach is a measurement of audience accumulation. Reach refers to the total
number of different people or households exposed, at least once, to a medium during
a given period.
It is a number, which shows that how many individual (different) people saw an ad at
least once, in a defined relevant period of time.
Reach is usually expressed as a percentage of the exposed with whom an ad plan is

trying to communicate with.
How do you expand
your Reach? Come
up with two (2)
strategies and
pitfalls.
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Comparison
A/B testing (also known as split testing or bucket testing) is a method of comparing
two versions of a webpage or app against each other to determine which one
performs better.
AB testing is essentially an experiment where two or more variants of a page are

shown to users at random, and statistical analysis is used to determine which
variation performs better for a given conversion goal.
Can you think of an
online tool that
evaluates website
quality? What
variables should be
considered /
important?
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Comparison (cont.)
Listed here from least expensive to most expensive:
Persuasion Principles Audit: Rate how well ad applies evidence-based persuasion

principles (also provides advice on how to use principles to also improve each ad.).
Copy testing: Test which ads gain the best response. Ignore “liking.” Allows for
testing the components of the ads (such as headline alone or illustration alone).
Field experiment: Test direct-response ads to see which are most effective.
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Conversion
By measuring conversation levels and sentiment in social media, marketing
managers can see if their marketing strategies are successful and take appropriate
counter-measures in cases where performance can be improved.
How we do it:
User generated content: we help you understand the impact of your campaigns
through the amount of discussion generated on social media platforms.
Campaign impression overview: we help to understand the sources from which the
campaign discussions take place, as well as the degree of campaign exposure
online. Have you ever been
converted to a
Sentiment buzz: we measure consumer sentiment aboutcompetitor’s
your campaigns. Good
product
campaigns should generate more positive online conversations than negative.
before? Why?
Key opinion leader evaluation: we identify the key opinion leaders that fostered the
most proliferation of your campaign message.
Source: https://www.nielsen.com/cn/en/solutions/capabilities/campaign-evaluation.html
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Research
There are many forms of research that assist advertisers in understanding the
effectiveness of the campaigns. In this session we focus on only one – Focus groups...
Focus groups and in-depth interviews can help with ad creation and testing. Here are
some applications:
exploratory needs and wants assessment;
brand or product positioning;
ad concept testing.
Can research be
bias? Provide an
Example. Explain..
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Feedback Find an online

campaign that
received negative
feedback
Outside salespeople are a great barometer for the measurement of /marketing
publicity.
effectiveness. Ask for feedback from your soldiers in the field to determine whether
What happened? And
the message you are providing and the ways you are providing it are effective.
why?
Social media is usually the first place you’ll see opinions.
For example:
Boost Juice removed this Ad

following complaints from
customers about an ad
campaign that some thought
to be cultural appropriation.
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Competitor response
The actions of your competitors can often be very telling when it comes to the
success or failure of your marketing plan. If competitors rush to copy what you've
done or try their best to one-up your initiatives, the plan is working.
Find an example of a
competitor response
to an advertisement /
campaign!
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Competitor response (Cont.)
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Competitor
response
(Cont.)
Thank you
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La Trobe University
latrobe.edu.au
Advertising in the
Digital Age
Semester one, 2019

Week Eleven
Analytics and the
Ultimate feedback
loop (in real-time)
Slide 2 | Version 2
Objectives
To understand the basics of what is tracked as part of the analytics process.
To understand the role analytics plays in the conversion funnel.
To identify what are useful metrics in relation to advertising functions.
To be able to discuss applicable uses of analytics in advertising.
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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Analytics
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The conversion funnel
Slide 6 | VersionSource:
2 https://www.truconversion.com/blog/conversion-rate-optimization/use-conversion-funnel-v3/
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Analytics and the conversion

funnel
Early-on: Social media shares, email list sign-ups, return visits, fans, followers, new
visitors, inbound links.
Mid-way: Time on site
At the end: Orders, revenues, sales, average order value, repeat purchases, customer
referrals
Source: https://www.quicksprout.com/conversion-funnels-and-user-flows/
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Attribution models
Attribution is the process of identifying a set of user actions (“events”) across
screens and touch points that contribute in some manner to a desired outcome, and
then assigning value to each of these events.
Source: https://www.iab.com/guidelines/iab-attribution-hub/
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Attribution models
Source: Google Webinar: Attribution Modeling for Digital Success
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Web metrics
Visitor. A person or robot which visits your webpage.
Returning Visitor. A person who has a cookie on their browser.
Unique Visitor. A person who has no cookie.
Visit. The pages or journey which a person goes through on your site.
Bounce. Visit that lasted one page view.
Landing Page. The first page that a person sees on your site.
Exit Page. The last page viewed on your site for that visit only (potentaily not
forever).
Source: https://www.clickinsight.ca/res/web-analytics-definitions-3
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Setting and tracking goals
Macro Conversion. The ultimate goal, typically a sale or a lead.
Micro Conversion. Smaller goals that ultimately lead up to a macro conversion.

These are typically for the people who are not ready to commit to a macro goal.
Source: https://chartio.com/learn/product-analytics/what-is-the-difference-between-macro-and-micro-conversions/
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Linking metrics to objectives

Metrics that directly correlate to the advertising objectives, and should be SMART.
Specific (and simple).
Measurable. Instantly quantifiable against the objective.
Attainable.
Relevant. To the advertising objective.
Timely.
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Vanity metrics
Vanity metrics are things like registered users, downloads, and raw pageviews.
They are easily manipulated, and do not necessarily correlate to the numbers that
really matter.
Instead focus on active users, engagement, the cost of getting new customers, and
ultimately revenues and profits.
Source: https://techcrunch.com/2011/07/30/vanity-metrics/
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Conversion rates
Conversion Rate (%) = # of signups or purchases / # of Successfully experienced the
advertisement X 100
Key guiding principles:
Separate channels – reducing noise between campaign components.
Visitor type – make sure your looking at different segments and target markets
effectively.
Task type – make sure you separate tasks to ensure you can see the full funnel
process.
Source: https://en.ryte.com/wiki/Conversion_Rate
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Analytics uses
Saving time and money. Knowing when a campaign isn’t working.
Testing effectiveness. Knowing which ad is more effective.
Testing markets. Knowing which markets are interested in your product before a big
spend on advertising.
Customer journey. Understanding the customer decision process from the order of
the pages they visit, and the frequency.
Complimentary products. Looking at what customers put together in their online

shopping carts.
Source: https://www.ngdata.com/what-is-marketing-analytics/
Thank you
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La Trobe University
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Advertising in the
Digital Age
Semester 2, 2019

Week 12
Subject review
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Subject structure
Weeks 4, 5, 7 & 8
Weeks 9, 10 & 11
evaluation skills
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Strategic
foundations
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Objectives stages
Build product Persuasive/comparative

Build brand loyalty
awareness advertising
Reminding advertising
Informative advertising Aggressive advertising Attract non-users
Often low budget

Increase
Features/benefits Inform/ persuade
usage/frequency
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Additional objectives
Relationship
Identify prospects – customer-response promotions generate sales leads.
Retain loyal customers – frequent-user programs, personalization and feedback

loops.
Tactical
Competitive positioning – countering a competitors offering or taking their media

space.
Reduce sales fluctuations – promotions during off-peakperiods.
Set SMART objectives!

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Choosing objectives
Historic approach to marketing and advertisings role:
Inside-out planning – focused on a products and finding a market for them.
Modern approach to marketing planning:
Outside-in planning – starting with the customer, and building backwards to the
brand.
Iterative business models.
Non-traditional monetization strategies.
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Marketing Information Systems

(MIS)
Includes customer wants, preferences and behaviours to support decision making.
1. Internal – company records, order-to-payment cycle, sales, databases
2. Intelligence – supply chain members, networks, customer advisors
3. Research:
– Primary data – collected specially to solve a problem
– Secondary data, or previously collectedinformation (ABS)
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Internal:
SWOT
Strengths Weaknesses
(internal) (internal)
Opportunities Threats
(External) (External)
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Levels of marketing
Mass market
Mass production, mass distribution, mass promotion
Segmented marketing
Identify group of customers with needs to serve well
More effective specifications of marketing mix to meet needs
Niche/local/individual
Narrowly defined customer group (sub-segment)
Marketing mix meets very specific needs
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Segmentation
Identify segment dimensions, via measurable needs, users and/or behaviours:
Demographic variables – age gender, race, ethnicity, income
Geographic variables – regions, city, local government, proximity
Psychographic variables – personality, attributes, motives, lifestyle, values
Behavioural variables – occasion, loyalty, price-sense, benefits
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Targeting
Targeting is creating marketing mix for specific segments needs.
Evaluate market segments by:
Estimating attractiveness of each segment
Assessing competition
Estimate cost of servicing the segment
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Models – The Three-Orders Model of Information Processing
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Models – The Elaboration Likelihood Model of Persuasion
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Competitor analysis
Essential to understanding how to fit in your market. Here is an analysis of Energy
Australia, which was used to launch a new energy provider into a very competitive
market.
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Unique Value Proposition (UVP)

Also known as a unique selling proposition(USP)
The UVP is a clear statement that describes the benefit of your offer, how you solve
your customer’s needs and what distinguishes you from the competition.
The unique value proposition should appear prominently on your landing page and in
every marketing campaign.
And then your brand promise.
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The message may be verbal or non-verbal, oral , written, or symbolic.
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Advertising
Tool-kit: Direct
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Direct marketing is…

Bob Stone and Ron Jacobs definition:
Direct marketing is the interactive use of advertising media, to stimulate an

(immediate) behaviour modification in such a way that this behaviour can be tracked,
recorded, analysed, and stored on a database for future retrieval and use.
According to Direct Marking Association (DMA), the purposes of direct marketing are:
Solicit a direct order
Generate a lead
Drive traffic to a store
Grow the long-term value of a relationship between the brand and the customer
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Direct media
Direct marketing is a form of advertising where organisations communicate directly
to customers through a variety of media including:
Mobile text messaging Television
Email Newspapers
Websites Magazine advertisements
Online adverts Outdoor advertising
Database marketing Telemarketing
Fliers Voicemail marketing.
Catalogue distribution
Promotional letters
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Pros vs. cons

Benefits of direct marketing Challenges of direct marketing
Targeting Intrusive
Personalisation Environment
Affordable Low response rates
Measurable Competition
Informative Cost
Legal issues
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Key components
The list (or media). simply put, this is who you are talking to. The value of the direct
marketing effort is only as good as the list.
The offer. The offer is a promise of a reward. Is it a limited time discount? Bonus
product? Something they can’t buy in a store? Valuable and trusted information?
The creative. How do you show it/how do you tell the story? What will get their
attention, generate interest, and flame their desire, and most of all, what will get them
to act-and act now?
Reference: Altstiel, T. and Grow, J.(2010). Advertising Creative: strategy, copy and design.
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Key success factors

List or targeting. best targeting may yield up to 6 times the response, as compared
with the worst targeting.
Offer. Best offer may yield up to 3 times the response, as compared with the worst
offer.
Timing. Best timing for the campaign may yield up to 2 times the response, as
compared with the worst timing.
Ease of response. Best/multiple ways offered to respond may yield up to 1.35 times
the response, as compared with not-so-friendly response mechanism/s.
Creativity. Most creative messaging may yield up to 1.2 times the response, as
compared to the least creativemessaging.
Media employed. The medium/media used to deliver a message can have a

significant impact on responses.
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Advertising tool-kit:
SEM/Search/PPC
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Key terms
Search Engine Optimisation (SEO) is a marketing discipline focused on growing
visibility in organic (non-paid) search engine results. SEO encompasses both the
technical and creative elements required to improve rankings, drive traffic, and
increase awareness in search engines.
Search Engine Marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages
(SERPs) primarily through paid advertising.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay
a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to
your site, rather than attempting to “earn” those visits organically. Search engine
advertising is one of the most popular forms of PPC.
Search, is the term we actually use to cover these areas.
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Creating relevant Ads

There are four key elements to producing and Ad:
Your keywords are phrases that you think people might use to describe your product
or service.
Search terms are phrases that people search for.
Your ad is the advertisement that can appear on a search results page.
Your landing page is the web page that you want people to land on after clicking your
ad.
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Your Ad
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Your Ad(cont.)
Extensions make your ad larger and more robust, giving people more reasons to take
action directly from your ads.
Sitelink extensions. Direct people to specific pages on your website – your opening
hours, a specific product or more.
Callouts. When customers see your ads with callouts, they see a larger ad with more
detailed information about your business, products and services.
Structured snippets. Entice users by highlighting specific aspects of your products

and services in your ads.
Location extensions. Geo-based information to promote local business.
Promotion extensions. Ideal for a specific time period (ie. for holiday sales).
Call or message extensions. To get calls or text messages from prospective

customers.
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Quality score
How relevance is measured?
Relevance is measured by something we call Quality Score.
A low Quality Score means that we think your ad, keywords, and landing page aren't
very relevant, while a high Quality Score means that we think your ad, keywords, and
landing page are very relevant.
In addition to the relevance of your ad, keywords, and landing page, there are many
other things that play into your Quality Score, like your ad's past performance and the
quality of your landing page.
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Social
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Why social?
Benefits Of Advertising Through Social Media Include:
Grow your sales and your fanbase.
Use customer generated content for ads (which perform better, too!).
Better target net new and returning customers (so you waste less money).
A/B test on the fly, using platform analytics to determine winners.
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Choosing your channel
Which social media network you choose will depend on 3 VERY important factors:
Where your target customers are most concentrated (usage, groups, etc.)
Where your target customers are most accessible (preferred media, ad targeting,
etc.)
Where your target customers most actively engage with ads (testing required)
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Choosing your content

Common examples of content for social media advertising campaigns include:
Whitepapers.
Ebooks.
Product coupons.
Sitewide discounts.
Limited-time offers.
Giveaways.
Free shipping.
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Channel example:
Facebook advertising
Facebooks targeting capabilities are exceptional:
Location. Reach people in the cities, communities and countries where you want to
do business.
Demographics. Select an audience based on age, gender, education, relationship

status, job title and more. Facebook does not allow anyone to reach customers
based on personally identifiable information.
Interests. Choose the interests and hobbies of the people you want your ad to reach
– from organic food to action films.
Behaviour. Select people based on their prior purchase behaviours, device usage and
other activities.
Connections. Reach people who are connected to your Facebook Page or event, or
exclude them to find new audiences.
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media
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Fundamental principles
Guidelines for a creative media strategy
Make your media strategy different from and more innovative than competitors
The ability to be creative that does not depend on additional dollars
Media strategy should start with quanta taking proof… Then go beyond numbers
Creative media strategy should be relevant to the problems of the brand
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Media strategies
Scheduling. When the market for a brand seems flat during the entire year, the
scheduling strategy and recency theory suggests that advertising should be done
every month.
Fighting. Based on the assumption that advertising will be more effective with
additional frequency over a short period of time.
Heavy introductory effort. If a brand is just being introduced, it has the problem of
breaking three consumers mental sets that have enjoyed with out this new brand.
This strategy would require heavy spending at the beginning of the campaign.
Heavy up scheduling. This strategy requires you to spend more on advertising when
consumer buying is heaviest and spend most at other times most brands have 2 to 4
months a year of to be buying activity.
Geographic market weighing. Spending higher amounts or a large number of

advertising in a geographic market market because that market has greater sales
potential than others.
Csiono2mbining media and vehicles.

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Strategies (Cont.)

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Choosing media
Selecting media comes down to 4 key principles:
The optimum amount of frequency of repetition
The lowest cost per thousand impressions
A minimum of waste or non-prospects
A specific budget
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Creative
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Creative brief
Creativity helps to break up copy and add more meaning to your message.
The key questions are:
What do we want to accomplish? (Objective)
Who are we talking to? (Target audience)
What do they think now? (Currentposition)
What do we want them to think? (Reinforce position or reposition)
What should they think this? (Features/Benefits)
What is our message? (The one thing and how you say it and show it, the time)
Source: Altstiel, t. & Grow, J. (2010). Advertising creative strategy, copy and design.
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Divergence
Divergences refers to the extent to which an ad contains elements that are novel
different or unusual.
The following four factors have been identified in achieving diverges in advertising:
Originality. Elements that are unpredictable or surprise the viewer. Moving away
from obvious or common place.
Flexibility. The Ad contains different ideas, or switches from one perspective to

another.
Collaboration. Utilising different concepts to extend basic ideas, so they become

more intricate complicated was sophisticated.
Artistic value. Must contain artistic elements, such as attractive shapes and colours.
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Design strategies
Simple approaches to coming up with concepts:
Showthe product. Establish or reinforce brand identity.
Showed the benefit. What happens when you use it? What does it do for you?
Show the alternative. Show me what what happens when you don’t use it or use the
competition?
Comparison. To other products or as a metaphor.
Borrowed interest. Introduce something seemingly unrelated.
Testimonial/case history. An endorsement or a description of what it’s done to

someone else.
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Evaluation
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Evaluation types
In this session we’ll explore the many ways of evaluating advertising, including:
Conversion – number of people to purchase a product or achieve the advertisers

end-goal.
Coverage – number of people, or cars, which were potentially exposed to the

advertising.
Reach – measurement of audience accumulation.
Comparison – how the advertising performed in comparison to another.
Research – in this instance looking at focus groups.
Feedback – particularly from front-line staff who are interacting with customers.
Competitor response – the greatest form of advertising flattery.
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Comparison
A/B testing (also known as split testing or bucket testing) is a method of comparing
two versions of a webpage or app against each other to determine which one
performs better.
AB testing is essentially an experiment where two or more variants of a page are

shown to users at random, and statistical analysis is used to determine which
variation performs better for a given conversion goal.
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Analytics
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The conversion funnel
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Attribution models
Attribution is the process of identifying a set of user actions (“events”) across
screens and touch points that contribute in some manner to a desired outcome, and
then assigning value to each of these events.
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Web metrics
Visitor. A person or robot which visits your webpage.
Returning Visitor. A person who has a cookie on their browser.
Unique Visitor. A person who has no cookie.
Visit. The pages or journey which a person goes through on your site.
Bounce. Visit that lastedone page view.
Landing Page. The first page that a person sees on your site.
Exit Page. The last page viewed on your site for that visit only (potentaily not
forever).
Don’t forget…. Vanity metrics!
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Conversion rates
Conversion Rate (%) = # of signups or purchases / # of Successfully experienced the
advertisement X 100
Key guiding principles:
Separate channels – reducing noise between campaign components.
Visitor type – make sure your looking at different segments and target markets
effectively.
Task type – make sure you separate tasks to ensure you can see the full funnel
process.
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Analytics uses
Saving time and money. Knowing when a campaign isn’t working.
Testing effectiveness. Knowing which ad is more effective.
Testing markets. Knowing which markets are interested in your product before a big
spend on advertising.
Customer journey. Understanding the customer decision process from the order of
the pages they visit, and the frequency.
Complimentary products. Looking at what customers put together in their online
shopping carts.
Slide 53 | Version2

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latrobe.edu.

Semester one, 2019

La Trobe University CRICOS Provider Code Number 00115M

To introduce you to the subject structure and outcomes.

To understand the importance of objectives in advertising, and learn how

Advertising in the digital Age

Subject review Week 12

 Sales and marketing objectives (week 1)

 Situational analysis (week 2)

 Ideal customer, segmenting and targeting (week 2)

 Branding positioning (week 3)

 Tactics/tool-kit (weeks 4, 5, 6 and 7)

The role of marketing

Operations IT/Systems Marketing Administration Quality/HR

The role of marketing

 Start-ups – generally small team, team members generally perform multiple

 Fast moving consumer goods (FMCG) – generally a focus on product development,

 Business to business (B2B) – generally focus on more technical communications,

The marketing mix

The marketing mix

 Can be tangible or in-tangible.

The marketing mix

 The purchase ‘price’ must be of equal or more

 Demand vs. supply.

What price do you pay for using Facebook?

The marketing mix

The marketing mix

Advertising within marketing

 An effective advertising specialist must have a broad understanding of the whole

Introduction Growth Maturity Decline

Build product Persuasive/comparative

Informative advertising Aggressive advertising Attract non-users

Often low budget

Objectives stages (cont.)

Introduction Growth Maturity Decline

 Identify prospects – customer-response promotions generate sales leads.

 Retain loyal customers – frequent-user programs, personalization and feedback

 Competitive positioning – countering a competitors offering or taking their media

 Reduce sales fluctuations – promotions during off-peak periods.

 Inside-out planning – focused on a products and finding a market for them.

Modern approach to marketing planning:

 Iterative business models.

 Non-traditional monetization strategies.

Setting SMART objectives

Semester one, 2019

La Trobe University CRICOS Provider Code Number 00115M

To understand the role of data sources in making decision about

To understand the process of segmenting and targeting consumers.

Advertising in the digital Age

Subject review Week 12

Marketing Information Systems

1. Internal – company records, order-to-payment cycle, sales, databases

2. Intelligence – supply chain members, networks, customer advisors

– Primary data – collected specially to solve a problem

This is a simple definition of CRM from SalesForce:

 Customer relationship management (CRM) is a technology for managing all your

 Check out our local area data (Bundoora):

Data for decision making

Real-time data enables marketers to:

 Make fast decisions

 Reach quickly to trends

 Discern what time of day, customers are engaging in what activity

 Better manage crisis or positive stories

 Quickly increase or decrease advertising spends (in digital spaces)

Sales and marketing objectives (week 1)

Situational analysis (week 2)

Ideal customer, segmenting and targeting (week 2)

Branding positioning (week 3)

Tactics/tool-kit (weeks 4, 5, 6 and 7)

Start-ups – generally small team, team members generally perform multiple

Fast moving consumer goods (FMCG) – generally a focus on product development,

Business to business (B2B) – generally focus on more technical communications,

Can be tangible or in-tangible.

The purchase ‘price’ must be of equal or more

Demand vs. supply.

An effective advertising specialist must have a broad understanding of the whole

Identify prospects – customer-response promotions generate sales leads.

Retain loyal customers – frequent-user programs, personalization and feedback

Competitive positioning – countering a competitors offering or taking their media

Reduce sales fluctuations – promotions during off-peak periods.

Inside-out planning – focused on a products and finding a market for them.

Iterative business models.

Non-traditional monetization strategies.

Customer relationship management (CRM) is a technology for managing all your

Check out our local area data (Bundoora):

Make fast decisions

Reach quickly to trends

Discern what time of day, customers are engaging in what activity

Better manage crisis or positive stories

Quickly increase or decrease advertising spends (in digital spaces)

Gain feedback from potential customers pre-sale

Mass production, mass distribution, mass promotion

Identify group of customers with needs to serve well

More effective specifications of marketing mix to meet needs

Narrowly defined customer group (sub-segment)

Marketing mix meets very specific needs

Identify needs for new products

Demographic variables – age gender, race, ethnicity, income

Geographic variables – regions, city, local government, proximity

Psychographic variables – personality, attributes, motives, lifestyle, values

Behavioural variables – occasion, loyalty, price-sense, benefits

Uniquely Homogenous (within segments)

Uniquely Heterogenous (between segments)

Operational (measurable, actionable, accessible)

Estimating attractiveness of each segment

Estimate cost of servicing the segment

Potential market coverage strategies

And then delve onto the tool-kit.

Innovation and adoption model

Information processing model

Alternative response hierarchies

FCB Planning model

Elaboration likelihood model of persuasion

Separate brand strategy for long term equity

Brand style guide and creative guidelines

Brand identity – attributes and personality

Logo and visual assets

The message may be verbal or non-verbal, oral , written, or symbolic.

Direct marketing is the interactive use of advertising media, to stimulate an

Solicit a direct order

Drive traffic to a store

Mobile text messaging Television

Websites Magazine advertisements

Online adverts Outdoor advertising

Database marketing Telemarketing

Fliers Voicemail marketing.

Affordable Low response rates

Media employed. The medium/media used to deliver a message can have a

They sent out a mailer that was

Balloons were put inside boxes