social
Advertising 1
Advertising is a paid and controlled form of communication placed in media to reach a large audience. It allows companies to send messages directly to consumers at scale. It works because repetition helps people remember the brand, emotional shortcuts make decisions easier, and familiarity builds trust over time.
Some of the companies that spend the most on advertising are Amazon, Procter & Gamble (P&G) and Samsung.
Advertising Decisions
Advertising decisions follow a structured process: setting objectives, deciding the budget, creating the message, choosing the media and evaluating the results.
Advertising Objectives
There are four main advertising objectives:
Informing (to explain a new product, e.G. Plant-based burger), persuading (to convince customers, e.G. Colgate), reminding (to keep the brand in people’s minds, e.G. Coca-Cola), and immediate action (to make people act quickly, e.G. WWF campaigns).
Message Appeals
Rational appeal:
focuses on price, quality or performance.
Example: A Lidl ad showing low prices and savings.
Emotional appeal:
focuses on feelings and emotions.
Example: A Nike ad showing motivation and personal success.
Moral appeal:
focuses on what is right or social responsibility.
Example: WWF ads asking people to protect animals.
Advertising 2
Budget Methods
There are four common budget methods: affordable (based on what the company can pay), percentage of sales (a fixed percentage of sales), competitive parity (matching competitors’ spending), and objective and task (setting objectives, defining tasks and calculating costs, the most effective method).
Media Decisions
When placing ads, companies must consider three key factors: reach (how many people see the ad), frequency (how many times people see it), and impact (where the ad is placed to get the best results).
Evaluation
Companies evaluate advertising campaigns using communication effects such as surveys, focus groups, views, likes and shares, and also sales and profit results, comparing performance with previous campaigns.
Key idea:
A successful advertising strategy includes the right budget, the right media decisions and proper evaluation of results.
Climate Change
Climate change is the long-term change in the Earth’s temperature caused mainly by human activities. It is related to the greenhouse effect, where gases in the atmosphere trap heat and make the planet warmer.
Greenhouse Effect:
Happens when gases trap heat from the sun and keep the Earth warm. When there are too many gases, they trap extra heat and increase global temperature.
Causes of Climate Change
Sources of greenhouse gases:
Electricity and heat
Agriculture and land
Industry
Climate change started mainly during the Industrial Revolution.
Impacts of Climate Change
Flooding, Drought, Wildfires, Sea level rise, Death of oceans, 1 million species could go extinct, Around 200 million climate refugees by 2050.
Countries with Highest Emissions
1.China 2.USA 3.India
Responsibility and Impact
-The richest countries and people produce more emissions
-Poor countries suffer more (e.G. Somalia, Madagascar, Ethiopia)
Key Events
-Paris Agreement (2015): international agreement to fight climate change
-COP conferences: global meetings about climate policy
Sustainability
Means doing business without damaging the environment, society or community.
How to Make Business Sustainable
1.Materials: Use recycled, biodegradable or low-impact materials instead of wasteful products
2.Supply Chain: Source materials ethically and reduce environmental impact before production
3.People: Ensure fair wages and safe working conditions
4.Renewable Energy: Use energy sources like solar or wind instead of fossil fuels
Net Zero:
A target where companies reduce and balance their emissions to reach zero.
Greenwashing:
When companies give false or misleading information to appear environmentally friendly. Examples: Shell ads banned in the UK, H&M “conscious” collection criticised.
Sustainable Entrepreneurship
Creating businesses that generate profit while also helping society and the environment.
Introduction to Marketing Communications
Definition:
Marketing communications are all the messages and media that an organisation uses to communicate with customers. It includes advertising, sales promotion, PR, direct marketing, social media, branding, packaging, digital advertising and influencer marketing.
Main Objectives:
-Influence perception → how people see the brand
-Shape behaviour → make people take action (buy, follow, try)
-Build relationships → create long-term trust and loyalty
Examples
1. Advertising:
Paid communication to reach a large audience.
Why it works: repetition, emotional shortcuts, familiarity builds trust.
2. Sales Promotion: Discounts and limited-time offers. Why it works: urgency and FOMO. Example: “Only today” deals
3. Public Relations:
Communication that does not feel like advertising.
Why it works: seen as independent and uses borrowed credibility.
4. Direct Marketing:
Emails, SMS and personalised messages.
Why it works: feels personal, data-driven, right message at the right time.
5. Social Media:
Platforms used to create identity, lifestyle and belonging.
Key idea: you are not the customer, your attention is.
6. Branding: What people feel when they hear a brand name. Example: Apple = innovation, Starbucks = lifestyle
7. Packaging: The “silent salesperson”. Why it matters: first impression, shows quality and values
8. Influencer Marketing:
Using influencers to promote products.
Types: micro (10k–100k), macro (100k+).
Why it works: trust transfer, authenticity, peer influence.
Product and Branding
Product Definition:
A product is anything that satisfies a need. Products are solutions and meanings, not only physical objects.
Levels of a Product
1. Core Product: Main benefit. Example: a phone provides communication
2. Actual Product: Physical product (design, brand, quality, packaging). Example: design and brand of an iPhone
3. Augmented Product:
Extra services (warranty, delivery, customer support).
Example: after-sales service when buying a car.
Consumer Goods
Definition:
Products bought by final customers for personal use.
Types:
1. Convenience products: Bought often with little effort. Examples: milk, snacks
2. Shopping products: Compared before buying. Examples: TV, furniture
3. Specialty products: Expensive and unique. Examples: Rolex, luxury cars
4. Unsought products: Not usually considered. Examples: life insurance
Types of Marketing
Organisation marketing:
Promoting a company.
Example: UEFA Champions League sponsorship.
Person marketing:
Promoting individuals.
Example: football players or celebrities.
Place marketing:
Promoting locations.
Example: “I Love NY” tourism campaign.
Social marketing:
Changing behaviour for social good.
Example: health campaigns.
Brand Equity
Definition:
The value of a brand. People pay more because of trust and emotions.
Example: customers pay more for Heinz than generic brands.
Brand Positioning
Definition:
Creating a clear image of a brand in the customer’s mind and differentiating from competitors.
Types:
Attributes:
What the product is good at.
Examples: quality, design, durability.
Benefits:
What the product gives to the customer.
Examples: safety, saving money, comfort.
Values:
What the brand stands for.
Examples: sustainability, inclusion, well-being.
Advertising Objectives
There are four main advertising objectives:
informing (to give information about a new product, for example McDonald’s plant-based burger), persuading (to convince customers that a product is better, for example Colgate ads), reminding (to keep the brand in people’s minds, for example Coca-Cola ads), and immediate action (to make customers act quickly, for example WWF donation campaigns).
Budget Methods
There are four common budget methods:
affordable (the company spends what it can afford, but it is not very strategic), percentage of sales (a fixed percentage of sales, for example 10%), competitive parity (matching competitors’ spending), and objective and task (setting objectives, defining tasks and calculating costs, the most effective method).
Message Appeals
There are three types of message appeals:
rational appeal (focus on price or quality, for example Lidl ads), emotional appeal (focus on feelings, for example Nike ads), and moral appeal (focus on social responsibility, for example WWF campaigns).
Evaluation
Companies evaluate advertising campaigns using communication effects such as surveys, focus groups, views, likes and shares, and also sales results, comparing performance with previous campaigns.
Advertising Budget Plan (€1 Million – Irish Market)
Brand example: Starbucks. The objective is to increase brand awareness and attract more customers in Ireland.
Social media (Instagram and TikTok) – €250,000. High reach and strong engagement with young people.
Influencer marketing – €150,000. Builds trust and connects with local audiences.
Digital advertising (Google and YouTube) – €250,000. Targeted ads and retargeting improve conversions.
Outdoor advertising (billboards and buses) – €200,000. High visibility in busy areas like Dublin.
Promotions and events – €150,000. Attract customers and create brand experience.
Key idea:
A good advertising strategy combines clear objectives, the right budget, effective messages, strong media choices and proper evaluation.
Digital Storytelling
Is the use of narrative, emotion, characters, conflict and resolution through digital platforms to communicate a message and connect with audiences. Brands use stories instead of only information to create a stronger emotional connection.
Attention Is the Real Currency
Online, attention is scarce, valuable and constantly stolen. This means brands must capture attention quickly and keep users interested.
Why Storytelling Works
Storytelling works because it holds attention, creates curiosity and encourages completion. People are more likely to watch or remember a story than simple information, because stories feel more natural and engaging.
Core Elements of a Story
-Every story has:
-A character → who the story is about
-A goal → what they want
-A problem → the challenge they face
-Tension → the conflict or difficulty
-Change → the result or transformation
Emotion Beats Information
People remember how content makes them feel, not what it says.
Common emotions: joy, fear, nostalgia, anger, hope and belonging.
Short-Form Storytelling
Uses quick and simple content with strong emotion and fast results.
Examples: TikTok, Instagram Reels, short ads.
Hooks (First 3 Seconds)
Important to capture attention.
Effective hooks: ask a question, create curiosity, show tension, break expectations.
Bad hooks: logos, long intros, explanations.
Long-Form Storytelling
Used to build trust and deeper connection.
Examples: YouTube, podcasts, documentaries.
Key idea:
Storytelling is effective because it creates emotion, captures attention and helps people remember the message.