influencer & social media advertising

Question 1

re-thinking definitions of advertising>key points of original def>

Answer 1

advertising as:
-paid,
-non-personal
-identified sender
-aim to persuade

Question 2

features of online advertising>

Answer 2

-hypertext & embedded links
-multimodality
-interactivity
-opportunity for native & targeted advertising
-importance of getting attention & conveying message quickly
-static images or short videos
-immediately obvious what advertising

Question 3

difference between digitial media & print ads over times>

Answer 3

• used to use directive (search toyota)
• now can involve QR codes instead
• # as commonplace now but didnt use to be

Question 4

traditional web advertising style>

Answer 4

• banners or ‘pop-up’ style ad
• typically on R of website/top
• involve targeted audience (on specific site that TA would use)

Question 5

native advertising=

Answer 5

paid messages which are embedded in digital environments (aka hardly distinguishable from the ‘natural’ context that surrounds them)

Question 6

native advertising is signalled by>

Answer 6

• verb phrases (“suggested, “promoted”)
• prepositional phrases (“from our partners”)
• noun phrases (“ad”, “advertorial”)

Question 7

E.g.s of native advertising>

Answer 7

-in feed advertising
- content reocmmendation
- custom & user genrerated content

Question 8

implication of native advertising (on consumer)> (A,2002)

Answer 8

found that:
-consumers generally not aware of the commercial nature of native advertising
-native ads often work better than traditional ads, as–>
>lead to more favourable attitudes to
brand & higher purchase intention;
>audiences more likely to click on
native ads;
> audiences less likely to be irritated by
them

Question 9

influencer advertising=

Answer 9

custom content often created by social media ‘microcelebrities’ or ‘influencers’; these influencers create ‘advertorials’

Question 10

advertorials=

Answer 10

“highly personalised, opinion laden promotions of products/services that the influencer personally experience & endorse for a fee”

Question 11

benefits of influencer advertising>

Answer 11

• wider audience
• influencer lifestyle viewed as glamourous & aspirational
• authenticity (as looked like personal recommendation)

Question 12

Authenticity> influencers need 2 things>

Answer 12

• passion
• transparency

Question 13

‘passion’> achieved via>

Answer 13

-positive emotion words
- stylistic punctuation (capitalisation, exclamation marks)
- emojis, acronyms

Question 14

‘transparency’>achieved by>

Answer 14

-scientific terms
-evidence of expertise
-factual details about collaboration

Question 15

low passion & transparency=

Answer 15

fake authenticity

Question 16

high transparency & low passion

Answer 16

disembdoied authenticity

Question 17

high passion & low transparency=

Answer 17

fairytale authenticity

Question 18

hgih transparency & high passion=

Answer 18

absolute authenticity

Question 19

Disclosure in user-generated content)>shift in labelling practices over time>

Answer 19

-2013-2014: #spon, #sponsored #sp>typica
2015-2017: #ad
2017 onwards: “paid partnership with [brand]”

Question 20

Discoruse features of influencer content

Answer 20

-problem-solution patterns
-interspersing product reviews but with subjective personal opinion & past experience
- narrative element (how products fit into daily lives)
- interactions with followers (Q&A, follow backs etc)

Question 21

how do images do personalisation work (2)

Answer 21

“as photographer” vs “with photographer”

Question 22

what is “as photogrpaher”>

Answer 22

pictures of the influencers with the product
>represented image (selfie) or
>inferred or implied images

Question 23

what is “with photographer”?.

Answer 23

images showign the product in an aesthetically pleasing environemnt

Question 24

targeted advertising=

Answer 24

social media ads are targeted at more precise groups than traditional ads
>can be based on behaviour, demographics, interests etc

Question 25

influencer & social media ads concs>

Answer 25

• sometimes can be difficult to discern whether a social media post is an ad or not
• social media ads emphasise personalisation
• influencers are increasingly improtant in advertising
• regulation plays important role in constraining how social media ads are written & disclosed as such

Question 26

Targeted ad regulation>

Answer 26

• users can exhibit some degree of control over no & type of ads they see (ad blockers, cookie blockers)
• laws differ across countries