1.
Public Domain Image by: Lalmch (2015) on Pixabay.com

2.
Online ads are not
having the same effect
they had in the past (7)
Public Domain Image by: Fancycrave1 (2015) on Pixabay.com

3.
The prevalence of Ad Blockers means…
Public Domain Image by: 3dman_eu (2016) on Pixabay.com

4.
The prevalence of Ad Blockers means…
ads are failing to reach
their audiences (7)
Public Domain Image by: 3dman_eu (2016) on Pixabay.com

5.
One article says young adults tune out traditional ads anyway (6)
Public Domain Image by: Unsplash (2014) on Pixabay.com

6.
“…The consumer has changed, and so must the
way we market to them.” – Catherine Toole (8)
Public Domain Image by: Unsplash (2015) on Pixabay.com

7.
Public Domain Image by: Unsplash (2015) on Pixabay.com

8.
The future of advertising is
Public Domain Image by: Geralt (2016) on Pixabay.com

9.
Content marketing enhances the consumer experience, letting
consumers approach, rather than ads chasing consumers (8)
Public Domain Image by: mintchipdesigns (2016) on Pixabay.com

10.
A great example of content marketing is Denny’s twitter posts
Public Domain Image By: Tabeajaichhalt (2015) from Pixabay.com

11.
Posts are relevant
in the context of
the platform
The use of
humour makes a
brand
memorable,
shareable, &
approachable (2)

12.
With 366K
followers,
Denny’s
popular
posts can
be shared
by
thousands

13.
Aside from bypassing ad-blockers,
good content marketing inspires the creation of earned media
Earned media = free publicity (3)
Public Domain Image by: Unsplash (2015) on Pixabay.com

14.
Company-owned ads from
a Coca-Cola campaign on
YouTube got 26 million
views…
Whilst earned media in
the form of Coke fan
videos got 120 million
views (5)
Public Domain Image by: WerbeFabrik (2017) at Pixabay.com

15.
Public Domain Image by: Geralt (2016) at Pixabay.com

16.
Public Domain Image by: AnnaER (2013) at Pixabay.com

17.
Persuasion can be described by the elaboration likelihood model (ELM) by
Petty and Cacioppo (1)
Public Domain Image by: mbll (2017) at Pixabay.com
ELM
Peripheral
Processing
Central
Processing

18.
Peripheral routes of processing form quick and superficial
impressions (1)
Public Domain Image by: GerDukes (2017) at Pixabay.com

19.
Central processing is more effective at changing behaviour
than peripheral processing (1)
Public Domain Image by: Pexels (2016) at Pixabay.com

20.
Exposure
Attention
Understanding
Accepting
Remembering
Central routes of
processing involve deep
thought in stages (1)
Public Domain Image by: ElizaRiva (2017) at Pixabay.com

21.
The stages of central processing can be easily met with content
marketing
Interesting content gets shared (increasing exposure), captures
viewer attention, and motivates message contemplation
Public Domain Image by: Pexels (2016) at Pixabay.com

22.
The enduring effects of profound content marketing
make it the strategy for the future
Public Domain Image by: Unsplash (2016) on Pixabay.com

23.
References
1. Atkinson, J., & Hamilton, C. (2016). Elaboration Likelihood. Personality and Social Psychology: Social
Psychology I [Lesson], pp. 69. Retrieved March 2, 2017
2. Becker, I. (2014, March 31). The Benefits of Humor in Marketing. Retrieved March 2, 2017, from
Creatage website: http://creatage.com/the-benefits-of-humor-in-marketing/
3. Bennet, S. (2014, October 23). Paid, Owned and Earned Media: What’s the Difference? Retrieved March
2, 2017, from Adweek website: http://www.adweek.com/digital/paid-owned-earned-media-meaning/
4. Lazauskas, J. (2014, July 11). Neuroscience Says Stories May Make People Love Brands More Than Their
Families. But Why? Retrieved March 2, 2017, from The Content Strategist website:
https://contently.com/strategist/2014/07/11/neuroscience-says-stories-may-make-people-love-brands-
more-than-their-families-but-why/
5. Matrix, S. (Instructor). (2017). Module 02 Lecture 02 Public Relations part 1 of 2 [Video]. Retrieved
March 2, 2017, from https://onq.queensu.ca/d2l/le/content/71613/viewContent/874616/View
6. Newman, D. (2015, April 28). Research Shows Millennials Don't Respond To Ads. Retrieved March 2,
2017, from Forbes website: https://www.forbes.com/sites/danielnewman/2015/04/28/research-shows-
millennials-dont-respond-to-ads/2/#7df8fe2520ed
7. Rosenwald, M. (2015, September/October). The digital media industry needs to react to ad blockers …
or else. Retrieved March 2, 2017, from Columbia Journalism Review website:
http://www.cjr.org/business_of_news/will_ad_blockers_kill_the_digital_media_industry.php
8. Toole, C. (n.d.). Brands as Publishers: Inside the Content Marketing Trend. Retrieved March 2, 2017,
from Curve by Getty Images website: http://curve.gettyimages.com/article/brands-as-publishers-inside-
the-content-marketing-trend